Herrick explains that “Burke famously affirmed that you persuade an individual ‘only insofar as you can talk [the same] language by speech, gesture, tonality, order, image, attitude, idea’ thus ‘identifying your ways’ with those of others” (2021, p.231). By using personal relevance, rhetors can appeal to human emotions. My site uses speech, images, attitude, etc. that is familiar with an audience to “identify” with them, and more effectively persuade them with emotional-based appeal.