copyright 2007 james nelson 1 introduction to rhetoric
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copyright 2007 James Nelson 1
Introduction to Rhetoric
Where Do We See Rhetoric?
copyright 2007 James Nelson
2Legal argumentsVisual artSatireCommercialsAcademic papersPolitical ads and speechesMusicCreative writingConversationTV and radio talk showsAnywhere communication occurs!
Scholarly Definitions of Rhetoric
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Plato: [Rhetoric] is the "art of enchanting the soul." (The art of winning the soul by discourse.)
Aristotle: Rhetoric is "the faculty of discovering in any particular case all of the available means of persuasion."
Cicero: "Rhetoric is one great art comprised of five lesser arts: inventio, dispositio, elocutio, memoria, and pronunciatio." Rhetoric is "speech designed to persuade."
Quintillian: "Rhetoric is the art of speaking well."
Source: American Rhetoric http://www.americanrhetoric.com/rhetoricdefinitions.htm
Rhetoric Defined
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“the faculty of observing in any given case the available means of persuasion.”
--Aristotle
A thoughtful, reflective activity leading to effective communication
A good rhetorician can resolve conflict without confrontation, persuade others of their position, or move an audience to take
action.
Rhetoric Defined
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What is being said and How it is being saidLogos—the logical content of a speech or textLexis—the style and delivery of a speechThe interplay of language and thought
Good Rhetoric...
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Has a context – the occasion or the time and place it was written or spoken
Has a purpose – a goal that the speaker or writer wants to achieve
Understands audience – the person or group spoken to
Has a thesis (claim; assertion) – it is a clear and focused statement
The Rhetorical Triangle
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Another way to look at it…
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Kairos
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Kairos—”the opportune moment”. The context of a speech of text defines what will constitute effective speech.
Kairos-oriented considerations include: Time Location Culture Audience
Kairos, audience, and decorum are inexticably linked: a rhetorician cannot consider one in isolation!
Audience and Decorum
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Audience—Where and to whom a speech or text is directed or presented. What suits one audience may obviously not suit
another
Decorum—essentially the “fittedness” or “aptness” of a presentation to the audience and considerations of kairos
An example: Obama’s Speech to the DNC
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http://www.americanrhetoric.com/speeches/convention2004/barackobama2004dnc.htm
How does Obama present himself?What techniques does Obama use to sway his
audience?Of what is Obama trying to convince the
audience?In what ways does Obama consider kairos,
audience, and decorum?
The Appeals
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Rhetorical Appeal—An attempt to convince another person on a certain grounds.
Logos—the logical appealPathos—the appeal to emotionEthos—the persuasive appeal of one’s
character
Logos
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Gives reasons for supporting a particular argument
Includes evidence, facts and figures, anecdotes, testimony. Ideas are related and linked in observable patterns and build logically.
Pathos
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Pathetic appeals are those that seek to elicit an emotional reaction.
Often utilize: Sensory language and imagery Anecdotes Euphemisms Figurative language Informal language/seeking closeness to audience
Ethos
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How the speaker “comes across” to the audience
A speaker will generally try to appear knowledgable and likeable. Personal qualities: intelligence, responsibility,
trustworthiness, fairness, respectability, morality, reputation
Another Example: Dr. King’s “I Have A Dream”
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http://www.americanrhetoric.com/speeches/mlkihaveadream.htm
What is King’s audience?How does King employ logos, ethos, and
pathos?How does King use considerations of Kairos,
audience, and decorum in his oration?
More Important Rhetorical Techniques
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Diction—choice of particular words for specific effects
Figurative languageParallel structure SymbolismAnastrophe (changes in normal word order)Antithesis (juxtaposition of contrasting words
or ideas)Consonant and/or dissonant diction
(euphonious or cacophonous)
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