1. Analysis
The Basics

2. Rhetoric Rhetoric: persuasive speaking or writing
Rhetoric uses the following techniques:
figures of speech (simile, metaphor, imagery, etc.)
syntax
diction
tone
ethos / pathos / logos

3. Figures of Speech
Figures of speech: word or phrase that has a meaning different from the literal meaning
Examples:
Simile: a comparison between two unlike things using like or as.
She was hungry as a bear.
Metaphor: a comparison between two unlike things without using like or as.
She is a hungry bear.
Imagery: adding sensory details helps enrich writing and enables your reader to thoroughly experience the scene you are trying to describe.
“The codger reaches out and caresses Halleck’s cheek with one twisted finger. His lips spread open like a wound, showing a few tombstone stumps poking out of his gums.
Oxymoron: elements that are contradictory are put together to create a paradox
I can resist anything except for temptation.

4. Syntax Syntax: the way words are arranged in a sentence.
Most English sentences follow subject-verb-object pattern
Example: I went to the store.
Deviating from this pattern can serve to add emphasis to the author’s ideas.
Sentence Length is another aspect of syntax
Good writers will use a variety for emphasis
Short sentences - imply straightforwardness
Long sentences - imply descriptive detailed messages

5. Diction Diction: the choice and use of words and phrases in writing.
You should always try to use more complex words when writing in order to show complexity in your writing
Try to omit weak language in your writing, such as the following words:
that (when you do not need it)
a lot
stuff / things

6. Tone Tone: an attitude of a writer toward a subject or an audience.
Tone is generally conveyed through the choice of words or the viewpoint of a writer on a particular subject
Example:
“Can someone tell me what the heck is going on here?!”  Aggressive
“ Awesome, I am so glad we have a pop quiz today.”  Sarcastic
“I can’t wait until Friday because it is a half day!” Cheerful

7. Ethos / Logos / Pathos
Over 2,000 years ago, the Greek philosopher, Aristotle, argued that there were three basic ways to persuade an audience of your position: ethos, logos, and pathos.
Today, many writers and speakers use these three basic appeals to persuade the audience (reader).

8. Ethos (Ethical Appeal)
Ethos: persuading the audience by using the character/credibility of the speaker
Confirms the credibility of a writer or a speaker and thus they become trustworthy in the eyes of readers who are persuaded by the argument
Ethos of a speaker or writer is created largely by his or her word choice
Being an expert on the subject matter determines his or her ethos

9. Examples of Ethos
Example: “Our expertise in roofing contracting is evidenced not only by our 100 years in the business and our staff of qualified technicians, but in the decades of satisfied customers who have come to expect nothing but the best.”
Example: “Doctors all over the world recommend this type of treatment.”

10. Logos (logical appeal)
Logos: persuading the target audience by employing reason or logic
Used in citing facts besides statistical, literal, and historical analogies
In society, rationality and logic are greatly valued and this type of approach is typically well-received
Examples
“Crafty men condemn studies, simple men admire them, and wise men use them; for they teach not their own use; but that is wisdom without them, and above them, won by observation.”
“All men are mortal. Socrates is a man. Therefore, Socrates is mortal.”

11. Pathos (emotional appeal)
Pathos: persuading the audience by appealing to one’s emotions, such as anger, pity, fear, and their opposites
Much of political propaganda and advertising in our society is aimed at moving our emotions
Political propaganda tends to make us feel angry toward an issue. If a politician is arguing for stronger gun control than he/she may reference the Sandy Hook shootings.
Much of advertisement in our society uses pathos. For example, commercials for mouthwash, toothpaste and clothing want you to feel insecure about your attractiveness or social acceptability.

12. Pathos (Continued) Examples of Pathos:
Referring to a country as “motherland” stirs up patriotic feelings in individuals living in that country or state.
Ads encouraging donations show small children living in pathetic conditions to evoke pity in people to urge them to donate for the cause.
Act V, Romeo and Juliet:
“Then she is well, and nothing can be ill. Her body sleeps in Capel's monument, and her immortal part with angels lives. I saw her laid low in her kindred’s vault.”
Balthasar invokes pity among the audience.