Understanding Rhetoric Rhetorical Analysis Copyright © 2008 Laying the Foundation, Inc., Dallas, TX.  All rights reserved.  Visit:  www,layingthefoundation.org

Rhetoric is: using words for a purpose; often this purpose is to persuade.

When studying rhetoric, students should analyze the arguments of others (rhetorical analysis) and write their own arguments (persuasive writing).

Aristotle taught that in argumentation, there are three main strategies for appealing to the audience: logos pathos ethos

Logos an appeal to logic (a reasonable way of thinking of something) Ex. "In 25 years of driving, I have never had an accident.” Ex. “You don’t need to jump off a bridge to know that it’s a bad idea. Why then would you need to try drugs to know if they’re damaging?”

Logos Commerical https://www.youtube.com/watch?v=2LFYOHtAWEM&list=PL83CCDC02405E43F1

Pathos an appeal to emotions Ex. "I’m not just invested in this community – I love every building, every business, every hard-working member of this town.” Ex. “Our advanced security systems will protect your family so that you can sleep soundly at night."

2014 Chevy Commerical https://www.youtube.com/watch?v=3t6bLugtJkQ

Ethos An appeal to ethics (good vs. bad) it is a way of convincing someone of the character or credibility of the persuader. Ex. I’ve taught Sunday School at your church for years, babysat your children, and served as a playground director for many summers. Ex. Not only have we been in business 100 years, we have decades of satisfied clients

Soup Commerical https://www.youtube.com/watch?v=PplMjgh_QlM&list=PLB759AD429C749932

At the core of rhetorical analysis is purpose. What does the author/ speaker/ cartoonist/ filmmaker/ advertiser want the reader/ listener/ viewer to Feel? Think? Do?

An appeal to logic can be created by using: facts as evidence research/ statistics quoted authorities cause and effect analogies/comparisons common sense/shared values precedent

An appeal to the emotions can be created through: Connotative diction, imagery, or figurative language Anecdotes (personal stories), examples, images that evoke an emotional response Carefully crafted syntax (sentence patterns)

An Ethical Appeal can be created by Using first person plural pronouns (we, us) Making qualified claims (perhaps, sometimes, etc.) Stating qualifications for expertise Restating opposing views accurately and fairly Citing relevant authorities and allusions

Once students understand the basic appeals, they can learn to analyze the rhetorical devices that help create these appeals. Rhetorical Device: any device of language that writers/ speakers use to persuade their audience. Note: Anything we might call a “literary device” can be called a “rhetorical device” when it is being used to persuade.

I continue to hold that…. The most effective arguments contain concession and counterargument. I concede that…; however,…. Yes…, but…. While I agree that…, I continue to hold that…. I recognize that…, but I must point out that…. Although I understand that…, I still believe that.… While it is true that…, we must remember that….

Concession and Counterargument A concession is a respectful acknowledgment of an opposing viewpoint. Making a concession by recognizing and fairly summarizing an opposing viewpoint shows the speaker/ writer to be logical and fair-minded. A counterargument follows a concession and strongly counters, or refutes, the opposing viewpoint.

Big Idea Details/Specifics INDUCTIVE REASONING DEDUCTIVE REASONING Laws, rules, widely accepted principles-Newton’s Law states that everything that goes up must come down. So if I kick a ball into the air, it will come back down. Experience or observation—Ex. When I kick the ball, it goes up and then down. So all balls that go up, must come down. Details/Specifics

The “art of rhetoric” can be one of the most powerful life skills we can provide to students, enabling them to filter the messages of advertisers, songwriters, filmmakers, and politicians, and express themselves and their viewpoints in more sophisticated, persuasive ways.