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 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; 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 (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 Emotionally loaded language Emotional, personal examples Evokes an emotional response MOST POWERFUL APPEAL, BUT ALSO 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