The literary technique that this excerpt most exemplifies is:
Direct characterization is a way of describing the actors in a text. The exact attributes of these actors are mentioned by the author to help the readers understand their personalities.
By describing the Major as Old, a Beauty, and a highly respected person, his personality was directly characterized.
Complete excerpt:
Read the passage from chapter 1 of Animal Farm. Old Major (so he was always called, though the name under which he had been exhibited was Willingdon Beauty) was so highly regarded on the farm that everyone was quite ready to lose an hour's sleep in order to hear what he had to say.
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