1. Rhetoric
Jinsong yang

2. What is rhetoric ? the exaggerated rhetoric of presidential campaigns
the rhetoric of film
refer: writing course

3. Greek ῥητορικός (rhētorikós), "oratorical”, (rhḗtōr), "public speaker“, verb ἐρῶ (erô): to speak, say
In its broadest sense:rhetoric concerns human discourse.

4. What is rhetoric ?
Rhetoric is one of the arts of using language as a means to persuade.
Along with grammar and logic or dialectic, rhetoric is one of the three ancient arts of discourse.
From ancient Greece to the late 19th Century, it was a central part of Western education, filling the need to train public speakers and writers to move audiences to action with arguments.

5. Why we study rhetoric?
A Rhetoric is the art of using language effectively.
Ex.
The sports began its commencement with the fine performance of 1000 children.
The sports started with the splendid group calisthenics with the fine performance of 1000 children.

6. Why we study rhetoric?
B: Grammar maps out the possible; rhetoric narrows down the possible to the desirable and effective.
Ex.
The middle-class American growing up in the United States feels it is his right to have his own room, or at least using part of a room.
Faulty parallel structure

7. How we study rhetoric? Get to know the rhetorical traditions
Do what is appropriate for that particular occasion.
Guard against the negative influence

8. What is the scope of rhetoric?
While classical rhetoric trained speakers to be effective persuaders in public forums and institutions like courtrooms and assemblies, contemporary rhetoric investigates human discourse writ large.
Public relations, lobbying, law, marketing, professional and technical writing, and advertising are modern professions that employ rhetorical practitioners.

9. Who has the idea of the history of rhetoric in western civilization?
Plato ( BC) famously outlined the differences
between true and false rhetoric

10. Plato
Sophists claimed that human "excellence" was not an accident of fate or a prerogative of noble birth, but an art or "techne" that could be taught and learned.
Plato Plato claims that since Sophists appeal only to what seems likely or probable, rather than to what is true, they are not at all making their students and audiences "better," but simply flattering them with what they want to hear.

11. Aristotle
one of Plato's greatest students
Aristotle's treatise on rhetoric is an attempt to systematically
describe civic rhetoric as a human art or skill (techne).

12. System of Aristotelian Rhetoric
enthymeme
subject: logos example
Speaker: ethos audience: pathos
(good sense; (mental states;
good morals; character; occasion)
good will)

13. three steps of rhetoric :
ethos: how the character and credibility of a speaker can influence an audience to consider him/her to be believable.
pathos: the use of emotional appeals to alter the audience's judgment.
logos: the use of reasoning, either inductive or deductive, to construct an argument.

14. Application of Aristotle’s rhetorical Theory
1) To rhetorical criticism
( Five canons ; three kinds of appeals)
2) To composition
ethos (and pathos) in introductory part; essay structured as an enthymeme; pathos in concluding part )
3) To discourse analysis (with respect to three kinds of rhetorical appeals and enthymematic structure) ( advertisements as examples)

15. Roman rhetoricians
Cicero drove Catiline from the city with four vehement speeches
which to this day remain outstanding examples of his rhetorical style.

16. Cicero
Ciceronian means Cicero's eloquent, oratorical manner of writing, which has had an enormous influence on the development of European prose.
Cicero also left a large body of speeches and letters which would establish the outlines of Latin eloquence and style for generations to come.

17. adiectio
the addition of seemingly superfluous words for reasons of elegance or cogency:
"had made a definite and deliberate decision"

18. alliteration
repetition of consonantal sound, often linked with assonance. Cicero very fond of both.:
"money rules supreme" (6)

19. amplification
use of succession of striking terms - strong word followed by still stronger one. Sentence builds up to a climax
not a thief but a plunderer

20. He was a man, I suppose......... free of charge.
anacoluthon
a structural inconsistency that leaves the construction with which the sentence begins grammatically incomplete: eg change of subject may occur mid-way
He was a man, I suppose free of charge.

21. What does the picture describe ?
Rhetoric from the Medieval
period to the Enlightenment

22. Rhetoric from the Medieval period to the Enlightenment
Rhetoric transmuted during this period into the arts of letter writing and sermon writing.
As part of the trivium, rhetoric was secondary to the study of logic, and its study was highly scholastic: students were given repetitive exercises in the creation of discourses on historical subjects or on classic legal questions .

23. Rhetoric would not regain its classical heights until the renaissance, but new writings did advance rhetorical thought. A number of medieval grammars and studies of poetry and rhetoric appeared.

24. Quintilian
Rhetorical training proper was categorized under five canons that would persist for centuries in academic circles:

25. Quintilian
Inventio (invention invention) is the process that leads to the development and refinement of an argument. 创意
Once arguments are developed, dispositio (disposition, or arrangement) is used to determine how it should be organized for greatest effect, usually beginning with the exordium. 组织
Once the speech content is known and the structure is determined, the next steps involve elocutio (style) and pronuntiatio (presentation). 行文
Memoria (memory) comes to play as the speaker recalls each of these elements during the speech. 记忆
Actio (delivery) is the final step as the speech is presented in a gracious and pleasing way to the audience - the Grand Style.文彩

26. Augustine
St. Augustine ( ) was trained in rhetoric and was at one time a professor of Latin rhetoric in Milan. After his conversion to Christianity, he became interested in using these "pagan" arts for spreading his religion.

27. The English Tradition in the Seventeenth Century
Baconian method or simply, the scientific method. His demand for a planned procedure of investigating all things natural marked a new turn in the rhetorical and theoretical framework for science, much of which still surrounds conceptions of proper methodology today.
Francis Bacon – 9 April 1626

28. Francis Bacon
A scientific method consists of the collection of data through observation and experimentation, and the formulation and testing of hypotheses.

29. model
1. Use your experience: Consider the problem and try to make sense of it. Look for previous explanations. If this is a new problem to you, then move to step 2.
2. Form a conjecture: When nothing else is yet known, try to state an explanation, to someone else, or to your notebook.
3. Deduce a prediction from that explanation: If you assume 2 is true, what consequences follow?
4. Test: Look for the opposite of each consequence in order to disprove 2. It is a logical error to seek 3 directly as proof of 2. This error is called affirming the consequent.

30. Modern rhetoric
At the turn of the twentieth century, Theorists generally agree that a significant reason for the revival of the study of rhetoric was the renewed importance of language and persuasion in the increasingly mediated environment of the twentieth century (see Linguistic turn) and through the twenty-first century, with the media focus on the wide variations and analyses of political rhetoric and its consequences. The rise of advertising and of mass media such as photography, telegraphy, radio, and film brought rhetoric more prominently into people's lives.

31. Burke
In Burke's philosophy, social interaction and communication should be understood in terms of a pentad, which includes act, scene, agent, agency, and purpose.
He proposed that most social interaction and communication can be approached as a form of drama whose outcomes are determined by ratios between these five pentadic elements. This has become known as the "dramatistic pentad."

32. The five elements of the pentad
Act
Agent
Agency
Purpose
Scene
Pentad
The five elements of the pentad

33. Act: What happened. What is the action. What is going on
Act: What happened? What is the action? What is going on? What action; what thoughts?
Scene: Where is the act happening? What is the background situation?
Agent: Who is involved in the action? What are their roles?
Agency: How do the agents act? By what means do they act?
Purpose: Why do the agents act? What do they want?

34. Application of Burke’s theory in discourse analysis
……巴拉克竞选班子开始使用他们的“秘密武器”—-巴拉克夫人娜娃。……娜娃是英语老师，也会讲流利的阿拉伯语。最近，她与前总理佩雷斯参加了一场呼吁阿拉伯裔选民支持巴拉克的竞选活动。娜娃在用西伯来语发表讲话后，又用阿拉伯语重复了一遍。谈到时13名以色列籍阿拉伯人在去年声援巴勒斯坦人的示威中被打死一事时，娜娃说：作为母亲，没有比失去自己孩子更痛苦了。所以，今天我来到这里，分担你们的痛苦，并向所有受难家庭传达我沉痛的悼念。……

35. Application of Burke’s theory in
discourse analysis
b. Saddam Hussein’s speeches delivered during the Gulf War, trying to unite the Arab world
A president speaks to a huge audience:
“ We are in war.”
(“We” : the speaker, soldiers in battles, listeners, television viewers)

36. Application of Burke’s theory in
discourse analysis
C. 购买Marlboro 牌香烟的顾客会无意识地想象自己抽烟时像Marlboro广告上那个人那样气质非凡，风度翩翩。

37. A cognitive psychological perspective on Burke’s identification
Discourse
rector audience
Attitude
Value
Belief
Needs
Emotion
etc
Attitude
Value
Belief
Needs
Emotion
etc

38. Thanks for your attention