1. An Introduction to Rhetoric
Argumentation
An Introduction to Rhetoric

2. What is an argument?
According to Aristotle, rhetoric is ‘the ability, in each particular case, to see the available means of persuasion.’
An argument is composed of three different elements:
The Speaker: the person/persona delivering the message
The Purpose: the topic + the reason for delivering the argument
The Audience: both specific (the specific group that is listening to/reading the argument) and general (the more generalized group of people the speaker is trying to reach)

3. Rhetorical Triangle
The Rhetorical Triangle demonstrates the dynamic relationship among the three rhetorical appeals (pathos, logos, ethos), or means of persuasion, as well as the relationship among the speaker, subject, and audience.

4. Analysis is… …not what is being said (CONTENT)
…but how it is being said (RHETORICAL ANALYSIS)
…we won’t only look at WHAT the piece is about
…we will discover HOW IT IS ABOUT WHAT IT IS ABOUT…

5. Emphasizes shared values Ethos or Character trustworthiness
credibility
reliability
expert testimony (expertise)
Experience
Sincerity
Knowledge
reliable sources
fairness
tone of reason or goodwill or thoroughness
Ethos or Character
Speakers and writers appeal to ethos to demonstrate they are credible, competent and trustworthy

6. Acknowledges a counterargument
Emphasizes
case studies
statistics
experiments
logical reasoning
analogies
anecdotes
authority voices
Clear argument or thesis
facts
Acknowledges a counterargument
Concedes
Refutes
Logos or Reason
Logos appeals to reason. Logos can also be thought of as the text of the argument, as well as how well a writer has argued his/her point.

7. Uses Strong connotative words
Vivid, Concrete Description
Figurative Language
Appeals to higher emotions
belief in fairness, love, pity, etc.
Appeals to lower emotions
Greed, lust, revenge, avarice, etc.
Although, it’s generally
Propagandistic
Polemical (strongly critical writing or speech)
Pathos or Emotion
appeals to the emotions and the sympathetic imagination, as well as to beliefs and values. Pathos can also be thought of as the role of the audience in the argument.
Relying solely on emotional appeal can be polemic: aggressive attack;argument against an idea
propagandistic

8. Rhetorical Web
Exigence-the initial situation or issue that prompts someone to write or speak

9. Compare/Contrast #1
The two following pictures have similar elements but used for different purposes. For each image, identify:
Author
Audience
Purpose
Logos, Pathos, Ethos

10. Look at the following picture…

11. And now this picture…

12. Now, with a partner(s)…
Discuss the two images before we discuss them as a group.

13. Compare/Contrast #2
The two following commercials have similar elements, but, again used for different purposes. For each commercial, identify:
Author
Purpose
Audience
Logos, Pathos, Ethos

14. Commercials #1-http://www.youtube.com/watch?v=MbHMZ6WSzlc #2-

15. Homework: Analyze a Written Text
Students are assigned to read a pre-selected short text at home and write a one page analysis or fill out a graphic organize describing how the author creates an argument.
Option #1: George Bush 9/11 speech
Option #2: Malala Yousafzai’ Speech at the Youth Takeovr of the United Nations
Bush 9/11- S track
Yousafzai- R Track

16. Analysis– Use next slide for help
First Paragraph–
Identify the author.
Identify the exigence-- add any contextual/situational information
Identify the audience.
Summarize the argument.
Second Paragraph–
Analyze Logos
Third Paragraph—
Analyze Pathos
Fourth Paragraph—
Analyze Ethos

17. Questions to help you recognize and utilize logos, ethos, and pathos
Is the thesis clear and specific?
Is the thesis supported by strong reasons and credible evidence?
Is the argument logical and arranged in a well-reasoned order?
Ethos:
What are the writer’s qualifications? How has the writer connected him/herself to the topic being discussed?
Does the writer demonstrate respect for multiple viewpoints by using sources in the text?
Are sources credible? Are sources documented appropriately?
Does the writer use a tone that is suitable for the audience/purpose? Is the diction (word choice) used appropriate for the audience/purpose?
Is the document presented in a polished and professional manner?
Pathos:
Are vivid examples, details and images used to engage the reader’s emotions and imagination?
Does the writer appeal to the values and beliefs of the reader by using examples readers can relate to or care about?

18. More Clarification Watch: