An Introduction to Rhetoric

What is Rhetoric, and why are we learning this? Rhetoric is the use of words—either spoken or written—as well as visuals to achieve some goal. Why? So you can… Define and assess the rhetorical situation (context) in which a certain argument is made Understand and critically evaluate the arguments presented in various sources Learn how to create an effective argument in your own writing

Rhetorical Situation (a.k.a. context) A rhetorical situation is the context of a rhetorical act (a purposeful communication). Why does context matter? Well… “Want some candy?”

Rhetorical Situation Author (text) Audience Purpose

Who composed this message? Educational background Political affiliations Investment in the message (what’s at stake for the author?) Biases Etc. Author

Who is this message intended for? Gender Age Educational background Social/political group Etc. Audience

What does the author hope to accomplish with this message? To entertain To persuade To inform To call for action To sell something Etc. Purpose

Author? Audience? Purpose? Is it effective?

Author? Audience? Purpose? Is it effective?

Rhetorical Appeals Ethos Pathos (text) Logos Kairos

Ethos (Greek for “character”) Focuses attention on the writer’s or speaker’s trustworthiness. Takes one of two forms: “appeal to character” or “appeal to credibility.” Author’s background gives him or her authority (doctor writing about medical field) A fair handling of opponents’ perspectives Obvious biases are either acceptable or not present Citing sources Ethos

Logos (Greek for “word”) Focuses attention on the message Appeals to logic/intellect Factual data and statistics 75% of people polled prefer Crest 94% of people make up facts as they go “If ____, then ____.” Scientific papers Discussion of a problem such as social security or poverty and outlining solutions Logos

Pathos (Greek for “suffering” or “experience”) Focuses attention on the values and beliefs of the intended audience. Appeals to emotion Emotionally-charged language Figurative language Use of metaphor Emotional stories/images Pathos

Kairos (Greek for “right time,” “season,” or “opportunity”) Refers to the “timeliness” of an argument. Often, for an ad or an argument to be successful, it needs appropriate tone and structure and come at the right time. For example, an ad featuring Avril Lavigne would be more effective for a teen magazine in 2002 than in 2012. Kairos

What is rhetorical analysis? Author Ethos Logos Pathos Kairos Audience Purpose = Effective?

An effective rhetorical analysis… Establishes the rhetorical situation (context) of a text Identifies the rhetorical appeals at work in a text Discusses the effectiveness of the message’s appeals given the context of that message Basically, our job is to see how the rhetorical situation and rhetorical appeals work together to create a message.

Rhetorical Situation? Appeals? Is it effective?

Let’s watch and see if Geoff is effective in achieving his purpose. https://www.youtube.com/watch?v=jdWO9ozir1Y

You got it, guys.