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Topos = themes or motifs that are familiar to the audience.

Donald Trump uses it alot with slogans like “Crooked Hillary”, “Fake news”, and “Make america great again” that are Symbolic of greater arguments, and are persuasive due to the prior familiarity with Trump.

Some Idioms appeal to topos;

• notion of a “Necessary Evil”
  • e.g. “The Recession we had to have.”