Figures of Speech
Apophasis

Mention something by claiming you won't mention it, a powerful indirect emphasis technique.

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What it is

A rhetorical device where the speaker mentions something by explicitly claiming not to mention it, or suggests they will omit something while actually calling attention to it. This technique creates emphasis through apparent restraint and can be more powerful than direct statements.

Before & after

Before

“Our competitor has serious quality problems and customer service issues.”

After

“I won't dwell on our competitor's recent challenges (quality issues, service complaints). Let's focus on our strengths instead.”

When you’ll use it

Diplomatic criticism: 'I won't mention our competitor's recent quality issues' while drawing attention to them

Humble bragging: 'I don't want to talk about our 300% revenue growth' while actually highlighting success

Political positioning: 'I won't bring up their past mistakes' while implicitly referencing them

Pro tip

Say you won't mention it while mentioning it. The restraint makes it more memorable than direct attack.

Questions & answers

3 questions

What is apophasis in rhetoric?

Apophasis mentions something by claiming not to mention it, creating emphasis through denial. Say...

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How can I use apophasis ethically in business communication?

Use apophasis to address sensitive topics diplomatically, acknowledge concerns without dwelling o...

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What makes apophasis effective versus manipulative?

Ethical apophasis serves legitimate rhetorical purposes—brevity, diplomacy, or audience considera...

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Learn more

Wikipedia
ThoughtCo - Apophasis Examples

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