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 the 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/MESSAGE SPEAKER AUDIENCE

This relationship takes place in a particular social and physical context. Social context = the previous relations between speaker and audience Physical context = where and when the relationship takes place

The same elements carry different messages Depending on what context they occur in. For instance, if a woman talked to her daughter about sex when she was 11, and then again before the daughter moved away to go to college, the rhetorical situations would be very different. The same woman would talk about sex very differently with her husband, her female friends, her minister, and her marriage counselor.

Three Modes of Persuasion Defined by Aristotle, these are: LOGOS – persuasion based upon logic; ETHOS – persuasion based upon the credibility of the speaker; and PATHOS – persuasion based on emotion.

These three modes Also correspond to the points of the rhetorical triangle: Logos -- SUBJECT Ethos -- Pathos -- SPEAKER AUDIENCE

LOGOS Appeals to logic (The Mind) Uses definitions, analogies, factual data, statistics, and quotations Causes a cognitive, rational response FAVORED IN ACADEMIC SETTINGS, BUSINESS DOCUMENTS, LAW

ETHOS Appeals to character, group values (ethics) Presents author or speaker as being reliable, interesting, intelligent: somebody worth emulating Appeals to our herd instinct: desire to be accepted in a group OFTEN USED IN POLITICS, ADS

PATHOS Appeals to emotions Emotionally loaded language Emotional, personal examples Evokes an emotional response MOST POWERFUL APPEAL, BUT ALSO MOST LIKELY TO BACKFIRE

LOGOS/ETHOS/PATHOS These three basic tools are used in an enormous number of different ways. For instance, think of all the ways you know to present yourself differently to different audiences: new acquaintance, friend, romantic interest, professor, boss, somebody you don’t really want to be friends with but need to basically get along with, parent, priest or minister or rabbi or imam or guru.

So: In a rhetorical (persuasive) situation, what do you do? Figure out very clearly what your subject and purpose are; Figure out as much as you can about your audience; Think about exactly how to use the three basic modes of persuasion to reach your goal with that audience. Following these steps is ALSO how you start to analyze the rhetorical techniques someone else – a writer, salesman, politician, friend, enemy – is using on you.