1. Let’s Discuss Rhetoric
(Or how an author conveys a message)

2. Aristotle defined rhetoric as…
“The faculty of observing in any given case the available means of persuasion”

3. In other words, rhetoric is…
The specific features of texts, written or spoken, that cause them to be meaningful, purposeful, and effective for readers or listeners in a given situation
The art of analyzing all the language choices that writer, speaker, reader, or listener might make in a given situation so that the text becomes meaningful, purposeful, and effective

4. ~ Language is used as a symbolic means of inducing cooperation in literature, advertising, broadcast journalism, politics, religion, art, films, and conversation
~ Not all communication has a rhetorical purpose, but much of what we say, hear, read and do involves somebody’s influencing somebody else to make choices
~ Rhetoric enables writers and speakers to design messages for particular audiences and purposes
~ Language that affects an audience, which informs, moves, delights, and teaches has a rhetorical aim

5. Ultimately, a writer wants to change readers’ perceptions and thinking, and use[s] both direct and indirect means to do so. Figuring out WHAT the writer is doing is the first step. The HOW is the next step.

11. Rhetorical Strategies!
Writers use…
Rhetorical Strategies!

12. When constructing an effective essay, speech, letter, etc
When constructing an effective essay, speech, letter, etc., the writer must consider a few key elements (as readers we must be sure to understand these elements and their effect on the argument)

13. First we must know the interaction among subject, speaker and audience :
The Rhetorical Triangle describes the interaction among subject, speaker and audience (or subject, writer and reader), as well as how this interaction determines the structure and language of the argument
Subject
Speaker
Audience

14. Audience: who is being spoken to. Speaker – the person narrating text
Subject – writers must first choose a subject and then evaluate what they already know about it, what others have said about it, and what kind of evidence or proof will sufficiently develop their position
Audience: who is being spoken to.
Speaker – the person narrating text
Persona: the character the speaker creates when he or she writes or speak

15. Outside of these key elements, the writer must also consider…
Context – the occasion or time and place in which the text is composed
Purpose – the goal that the writer wants to achieve
Thesis/Claim/Assertion – clear and focused statement regarding writer’s argument

16. Putting It all together:
Subject
Purpose
Speaker
Audience
Context

17. What is the writer’s purpose?
Express and reflect
Inquire and explore
Inform and explain
Analyze and interpret
Persuasion:
Take a stand
Evaluate and judge
Propose a solution
Seek common ground

18. Once a writer has decided what, why and whom he or she will be arguing, it is then important to decide HOW! The “HOW” is the rhetoric!

19. First, the writer must consider what form of persuasion he or she believes would be the most effective means of appealing to the audience.
There are three basic types of appeals…

20. Appeals:
Ethos – writers appeal to ethos, or character, to demonstrate that they are credible and trustworthy. They often emphasize shared values between speaker and audience. Often, a character’s reputation immediately established ethos. The writer’s ethos – expertise and knowledge, experience, training, sincerity or combination of these – gives the audience a reason for listening.
Logos – writers appeal to logos, or reason, by offering clear, rational ideas. It means having a clear, main idea, or thesis, with specific details, examples, facts, statistical data or expert testimony as support. The idea must be logical. When thinking about constructing a logical argument, on must always consider the counterargument and whether or not one will concede or refute that counterargument.
Pathos – writers appeal to pathos, or emotion, through engaging the emotions of the audience. This is the weakest form as it is rarely effective in the long run – it is generally propagandistic in purpose and more polemical than persuasive. These appeals usually include vivid, concrete description, personal anecdotes and figurative language.

21. Pathos – so weak, yet so strong!
Most emotional appeals are just ploys to win over readers with a pretty face, figurative or real (think magazine covers).
Are we generally fooled? No, as long as we stop to think about them. But that’s the strategy: distract the audience from thought long enough to make a bad choice!
In analyzing these appeals, judge whether the emotions raised – anger, sympathy, fear, envy, joy or love – advance the claims offered or are mere distractors.

22. Pathos – so weak, yet so strong!
Appeal to the heart/emotion
Draw from spirituality or religious traditions
Stories or testimonials
Personal anecdotes or stories
Personal connections
Imagery and figurative language that provokes an emotional response
Visual images or words that inspire you to empathize or have compassion towards the idea/topic
Powerful words, phrases, or images that stir up emotion
Details that come from subjective reporting

23. Effective argument or emotional manipulation?

24. Ethos-readers believe writers who seem honest, wise and trustworthy
In considering the role that ethos plays in rhetorical anayses, you need to pay attention to the details, right down to the choice of words or, in a visual argument, the shapes and colors.
Tone is crucial to ethos: does the writer want to seem credible? His tone had better reflect it!

25. Ethos-readers believe writers who seem honest, wise and trustworthy
Appeal to the writer’s/speaker’s believability, qualifications, character; relevant biographical information
Use of credible sources (experts, scholars)
Accurate citation of sources: gives credit where credit is due
Experience and authority: person knows the issues and has experience in the field
Appropriate language: uses language of the discipline
Appropriate tone: knows the audience and context of situation
Humility: is not arrogant
Uses tentative yet authoritative language; avoids sweeping statements like “Everyone is doing this,” “This is the only way,” “This will always work.” Instead says, “The research suggests that,” “Some experts believe,” “In my experience,” etc.

26. Logos – just the facts, sir!
You’ll have to decide whether an argument makes a plausible claim and offers good reasons for you to believe it. Are the reasons good and is the evidence reliable?
Knowing how to judge the quality of sources is now more important than ever beforeFor logos, there must always be statement (directly stated or inferred) and proof
You could do worse, in examining an argument, than to make sure that every claim a writer makes is backed by sufficient evident.
It’s also fair to complain about what may be absent from an argument.

27. Logos – just the facts, sir!
Appeal to the mind/intellect
Draw from philosophy and logic
Facts
Statistics
If, then… statements
Definitions of terms
Explanation of ideas
Cause and effect
Details that come from objective reporting
Logical reasons and explanations

28. ESSAY! After the form(s) of persuasion has been established, the writer must then establish the organizational pattern of the text…

29. What kind of appeal is this? Pathos, ethos, or logos?

37. Remember, arguments can use more than one appeal !

39. A Bit of Pizzazz!
After a writer has determined means and patterns of persuasion, he then finishes off the work with some style – and you can explore many stylistic choices!

40. What is Style? Terms to Classify a Writer’s Style:
journalistic, vivid, rhythmic, scholarly, pedestrian, bookish, ornate, sincere, artificial, dignified, pedantic, poetic, comic, literary, dramatic, original, imitative, detailed, homely, dull, classical, forceful, scientific, abstract, concrete
To refine your analysis, you can discuss diction/language, syntax, subject matter, selection of detail, figurative language/poetic devices/imagery

41. Questioning stylistic choices:
Why does a formal style work for discussing one type of subject matter but not for another?
How does a writer use humor or irony to underscore an important point or to manage a difficult concession?
Do stylistic choices, even something as simple as the use of contractions or personal pronouns (clearly revealing an informal tone) bring readers comfortably close to a writer, or do a highly technical vocabulary and an impersonal voice signal that an argument is for experts only?

42. Ultimately, To be skilled at Rhetoric, one must…
Develop a very full menu of reading and writing techniques, strategies and skills
Be able to recognize these elements in both fiction and non-fiction texts
Become judicious in how one employs these elements

43. you Perform a Rhetorical Analysis by analyzing how well the components of an argument work together to persuade or move an audience…