1. Understanding Rhetoric
Rhetorical Analysis
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2. Rhetoric is:
using words for a purpose; often this purpose is to persuade.

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

4. 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.

5. When it comes to argumentation, there are three main strategies for appealing to the audience:
logos
pathos
ethos

6. Logos
Logos (Greek for ‘word’) – appeals to the reader’s logic or ability to reason
For example…Buying a hybrid vehicle will save money and maintenance in comparison to fuel powered vehicles. It makes sense, right?

7. Logos
Who wouldn’t buy these products? It makes sense!

8. Pathos
Pathos (Greek for ‘suffering’ or ‘experience’) is often associated with emotional appeal (sympathy, pride, victory)

9. Pathos
Sympathy
Pride/Patriotism

10. Ethos
Ethos (Greek for ‘character’) refers to the trustworthiness or credibility of the writer or speaker.
Do we trust this person? Do we respect this person?

11. Ethos

12. 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?

13. An appeal to logic can be created by using:
facts
research/ statistics
quoted authorities
cause and effect
common sense/shared values

14. An appeal to the emotions can be created through:
Connotative diction, imagery, or figurative language
An appeal to sadness, happiness, anger, fear, excitement, etc…

15. An Ethical Appeal can be created by
Using first person plural pronouns (I, we, us)
Making expert claims
Recognizing the opponents views and/or opinions
Sharing expert opinion or advice

16. 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….

17. 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.