1. Introduction to Rhetoric

2. 4th century B.C Aristotle’s definition
“rhetoric is discovering all available means of persuasion on a topic”
Rhetoric has a clear persuasive function and epistemic function, a way to discover what is known and what can be known about a subject.
Rhetorical Exigence – something which motivates us to engage in the act of communicating
Modern definition - rhetoric is the intentional use of language to influence an audience

3. 5 Canons of Rhetoric Invention Arrangement
- from Latin, inventio, "invention" or "discovery.“
- Systematically discovering arguments about a given topic
- Includes research and prewriting
Arrangement
- from Latin, dispositio, "disposition" or “arrangement”
- Arranging parts for greatest effect
- Often referred to as "structure" or "organization."

4. 5 Canons of Rhetoric (cont’d.)
Style
- from Latin, elocutio, – emphasis on spoken language
- Elements include:
word choice (diction)
sentence/paragraph length and arrangement (syntax)
figurative language

5. 5 Canons of Rhetoric (cont’d.)
Memory
- from Latin, memoria
- Greater emphasis in Aristotle and Plato's day
- Paper and ink were much harder to come by
- Plato distrusted writing - believed it became a crutch, allowing for dependence on the written text rather than developing mental skills.
- Today, we rely on notes--or PowerPoint slides!

6. 5 Canons of Rhetoric (cont’d.)
Delivery
- from Latin, pronuntiatio
- Focus on oral presentation
- Internet allows for self-publishing
- Color, graphics, and other visual elements

7. Rhetorical Context

8. Rhetorical Context Aim
- The speaker or writer's goal--the effect you want to have on a specific audience.
Audience
- The specific person or group of people you are addressing.
Medium
- The method of delivery--newspaper, flyer, radio or television broadcast, poster, letter, speech, academic paper, etc.
Subject

9. Rhetorical Appeal

10. Rhetorical Appeal Ethos - Greek for "ethics"
- Ethos = credibility, reliability, and authority as a speaker or writer
- Ethos is your reputation and the strategies used to convince your audience that you should be believed and taken seriously

11. Rhetorical Appeal Logos - Greek for “logic”
- focuses on the text itself--the data, examples, statistics, facts, reasoning, etc.
- "support material”

12. Rhetorical Appeal Pathos
- Greek root in medical terms such as pathology, pathologist, psychopath, etc.
- Pathos = appealing to feelings or emotions
- Focus is on the audience

13. Aristotle believed…and still true…
- Most significant of the appeals is ethos
-- Reputation or charisma lead to belief even if the facts are weak.
- Ideally, people are persuaded by logos
--But most people are more swayed by what we feel and care about than by what we believe to be factual.
- All three appeals work together to accomplish rhetorical aim.

14. Visual Elements Internet Impact Language & Image
- Language = diction, syntax, and imagery
- Image = graphical elements
- font size and color
- white space on a page
- layout and arrangement
- graphics to illustrate and explain
Visual literacy - decoding information based on the graphical elements we see and read