INTRODUCTION TO RHETORIC Rhetoric Defined MerriamWebster definition Aristotle
INTRODUCTION TO RHETORIC
Rhetoric Defined § Merriam-Webster definition § Aristotle: "the ability to discover, in any given situation, the available means of persuasion" [and, I would add, to use those means effectively, which is theme of Aristotle's book Rhetoric as a whole]. § Kenneth Burke: "the use of language as a symbolic means of inducing cooperation in beings that by nature respond to symbols. "
The Rhetorical Situation § Is a triangular relation among 3 elements: SUBJECT SPEAKER AUDIENCE
This relationship takes place in a particular social, and physical context. In other words, it happens in a particular point in our relationships with other people (social context), and a particular place and time (physical context)
The same words carry different messages Depending on what context they occur in. For instance, if I spoke to you about the subject of grading at the beginning of the semester, and then again at the end of the semester, the rhetorical situations would be very different.
Three Modes of Persuasion Defined by Aristotle, these are: LOGOS – persuasion based upon logic; ETHOS – persuasion based upon the credibility of the speaker (compare our word ethics); and PATHOS – persuasion based on emotion (compare our word empathy).
These three modes § Also correspond to the points of the rhetorical triangle: Logos -- SUBJECT Ethos -SPEAKER Pathos -AUDIENCE
LOGOS Appeals to logic (The Mind) § The use of facts and logical argument to persuade. § Logical argument requires a CLAIM backed up by EVIDENCE § In ads, logos focuses on FEATURES of the product FAVORED IN ACADEMIC SETTINGS, BUSINESS DOCUMENTS, LAW
ETHOS Appeals to character, group values (social relations) § Presents author or speaker as being reliable, interesting, intelligent: somebody worth emulating; or someone that cares about us § Appeals to our herd instinct: desire to be accepted in a group OFTEN USED IN POLITICS, ADS
PATHOS Appeals to emotions § Can use any emotion – love, fear, hatred, envy, patriotism, pity, etc. § Look for emotionally loaded language in texts In ads, focuses on BENEFITS of the product. The most powerful appeal, but also the most likely to backfire.
The most effective messages § Use all three of these “artistic appeals” (as Aristotle calls them). § IMPORTANT: These three appeals are, in many ways, artificially separated. § Ethos and pathos are especially hard to separate sometimes. § Brain/heart problem
This is Peitho, the goddess of rhetoric § “Peitho” in Greek means “persuasion. ” § She is often depicted as a close companion of Aphrodite, as seen here.
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