Principles of Rhetoric

What is rhetoric?

• The art of persuasion using language as well as visual elements

The Art of Rhetoric

Deliberative

• Speeches that take place in the assembly
• Advises the audience or warns them against an idea or practice
• Audience has to decide if something will be good or bad for the city

Judicial Rhetoric

• Speech that takes place before the court
• Audience has to judge if a past event was just or unjust

Epideictic rhetoric

• Speeches that praise or blame someone by describing their actions as shameful or commendable
• Place at a celebration, commemoration/ceremony, or funeral

Each domain differs in purpose and audience, which in turn influences the tone and language
purpose, audience, and venue

Three Rhetorical Appeals

• Speech or writing can offer proofs to an audience
• Ethos, pathos, and logos

Ethos

• an appeal to the credibility or character of the speaker or writer

Pathos

• an appeal to the emotions or emotional disposition of the audience

logos

• an appeal of the reason or logic of the message

speaker must use

• Deduction and present logical reasons to support a position
• Language and arguments must be used to best suit the nature of the topic and the audience it is intended to reach

the speaker Must

• Not use too many artistic devices may cause a loss of credibility
• Use relevant language and devices must be used to convey important messages

basic principles of the Five Canons

• Person constructing an argument can find support in existing cases and information

Example
If a student is asked to write an essay, or a lawyer is asked to prove a case, both will research relevant materials to help formulate an argument.

Invention (inventio)

• Method for finding arguments that fit the situation

Organization (dispositio)

• Structuring the argument correctly (e.g. introduction, body, conclusion);

Style (elocutio)

• Evoking the emotions of the audience

Memory (memoria)

• Not needing a script or preparation
• Being able to recall appropriate arguments that can then be suited to a given situation without preparation

Delivery (actio)

• Utilizing appropriate voice, tone, and gestures to communicate ideas

Rhetoric Today

• Art of effective written communication
• People consider their audience and purpose to determine their tone, style, and word choice

For example

• People may choose to greet one another with “What’s up?” versus “Hello, how are you doing?” depending on the formality of the situation

most visible uses of rhetoric is advertising

• Classical properties of rhetoric apply to both textual and visual elements
• Common interests, values, and symbols
• Applied in the most basic way to sell a product or convey an idea
• Technology-based society visual elements have become as important as text in many cases

Rhetorical Triangle

• The three appeals as a way to strengthen an argument for a particular audience on a particular subject
• Each appeal is interrelated and should be used to create a complete and solid argument

Before Making That argument...

• Identify the topic and its intended audience and information to support any claims

Ethos

• Utilizing the character and credibility of the speaker or writer and the information being presented
• For example, if the subject of the information being presented is on turtles, information and specific examples from experts on turtles are necessary to strengthen the argument

Pathos

• Appealing to the emotions of the audience
• If the intention of an advertisement or article is to solicit donations for saving endangered turtles, a sad anecdote about migrating baby turtles dying on their journey, accompanied by pictures of baby turtles, might help strengthen the case

Logos

• Employing reason in an argument
• Same argument about supporting endangered turtles, an agreement can be strengthened not only by quoting statistics and facts, but making a plea to reason. The speaker or writer can argue that the lives of these turtles are vital to delicate ecosystems and to the survival of the planet.

Rhetoric is Everywhere

• Business, politics, and communities
• Wherever language or some form of communication is used, rhetoric is present
• In media and advertising, the art of persuasion is often applied in order to sell a product or service
• Common social exchanges, such as emails, texting, and casual conversation, all employ principles of rhetoric

Common social exchanges

• Such as emails, texting, and casual conversation, all employ principles of rhetoric
• An example of this might be the use of emoticons to convey ideas to appeal to the emotion of the reader

Most academic essays and formal writing, the author must convey information and persuade the reader to believe in the author's perspective