1. Introduction to Rhetoric
AP Language and Composition

2. Brainstorming
Where have you heard the words “rhetoric” or “rhetorical” before? What do we usually mean when we use them?
In what contexts or situations do people use rhetoric?
Why do people use rhetoric?

3. Definition of Rhetoric
Rhetoric is simply the way a person (writer, advertiser, speaker) produces a text (essay, ad, speech) to create and communicate meaning.
“Since the world around us carries messages that get received or lost or translated or transformed, to understand rhetoric is to understand the world better and to participate in it more fully.”
David Jolliffe, Everyday Use

4. Rescuing Rhetoric
Mislabeled/misidentified as lacking sincerity or demonstrating deliberate falseness
Trickery
Manipulation
Misinformation
Evil legacies of some influential people misunderstanding the purpose of rhetoric – and even some TODAY!

5. Rhetoric=Communication
Presumes the following about the rhetor (Greek term for both speakers and writers):
Speaks/Writes from the sincere belief that he or she has something valuable to say.
Speaks/Writes from the position of an honest, inquiring, ethical person.
Represents “the good person speaking well” (Quintilian, Roman rhetorician).
Values language as a medium for social action, even change.

6. Analyzing Rhetoric
Understands that language is a form of social action
Tries to accomplish something for the perceived benefit of society or humanity
Uses rhetorical “moves” to help accomplish a specific purpose or intent
Requires taking language apart (analysis) in order to put it together (synthesis)
Reading task=analysis
Writing task=synthesis

7. Rhetorical Situation
intention
genre
persona
audience
subject
context

8. The Rhetorical Triangle
Persona
How speaker wants to be perceived
What speaker presumes about the audience
What evidence is most compelling to the speaker
Audience
Knowledge, attitude, and beliefs
Time, place, events: what is happening in the world around the audience?
Subject
The idea being discussed

9. Strategies/Tools of Rhetorician
Proofs—Generating ideas that are clear, forceful, and convincing
Structure—How the ideas/arguments are arranged
Style—crafting words and phrases in effective ways
Tone
Schemes
Tropes
Satire
Delivery—How the message is delivered
Memory—”Cultural Memory”

10. Modes of persuasion (Appeals)
To help convince the audience to accept his argument, the speaker will appeal to the audience’s trust, reason, and emotion.
Three types of appeals (modes of persuasion) defined by Aristotle:
Appeal to ethos
Appeal to logos
Appeal to pathos

11. Appeal to ethos Appeal to the authority or credibility of the speaker
Relies on the speaker successfully convincing the audience that the speaker is qualified to discuss the subject
Accomplished by:
Being a notable figure in the field (professor, executive, etc.)
Having a vested interested in the subject

12. Appeal to logos Appeal to logic and reason of the audience
Relies on facts, figures, and data
Accomplished by:
Citing specific, accurate, and demonstrable facts
Providing information the audience can understand

13. Appeal to pathos Appeal to the audience’s emotions
Relies on feelings (pathos= root for pathetic, empathy), particularly strong emotions:
Pride
Fear
Hopes, dreams, imagination
Accomplished by:
Use of figurative language (metaphor, simile)
Passionate delivery or diction
Sense of justice and fairness

14. Cautionary Note on Appeals
“A text does not have or use logos, ethos, or pathos; a text or its author appeals to the audience’s reason (logos), the audience’s need to trust (ethos), and the audience’s sympathy (pathos).”
Dr. David Jolliffe, Chief Reader
2010 AP English Language Exam
Student Performance Q&A, Question 2