Figures of Speech

Apophasis

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

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What & why

What it is
A figure of speech in which a speaker draws attention to something precisely by declaring they will not discuss it, will pass over it, or need not say it. Also called paralipsis, it lets the speaker introduce a point while disowning responsibility for raising it, gaining the emphasis of mention plus an air of restraint or fairness. The named subject tends to land all the harder for the show of holding back.
Why it works

The move exploits a quirk of attention: telling people you will not mention something forces them to picture exactly that, since the mind cannot register the topic without first calling it up. Framing it as restraint lets you raise a damaging or self-promoting point while appearing fair, modest, or above the fray, which can soften resistance to the idea. The gap between the disclaimer and the obvious subtext often reads as wit. Overdone, it looks transparently manipulative.

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

What is apophasis in rhetoric?

Apophasis mentions something by claiming not to mention it, creating emphasis through denial. Saying 'I won't mention my opponent's poor track record' actually draws attention to it while appearing to avoid the topic.

How can I use apophasis ethically in business communication?

Use apophasis to address sensitive topics diplomatically, acknowledge concerns without dwelling on them, or create subtle emphasis. Focus on positive applications like 'I won't bore you with technical details' rather than manipulative tactics.

What makes apophasis effective versus manipulative?

Ethical apophasis serves legitimate rhetorical purposes: brevity, diplomacy, or audience consideration. Manipulative use exploits the technique to plant negative ideas while appearing innocent. The intent and impact determine the ethical use.

Learn more

Silva Rhetoricae (BYU) - Paralipsis
The Buckley School of Public Speaking - Paralipsis
Wikipedia - Apophasis

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