1. Understanding Rhetoric
Rhetorical Analysis
Copyright © 2008 Laying the Foundation, Inc., Dallas, TX.  All rights reserved.  Visit:  www,layingthefoundation.org

2. Rhetoric is:
using words for a purpose; often this purpose is to persuade.

3. When studying rhetoric, students should
analyze the arguments of others (rhetorical analysis)
and
write their own arguments (persuasive writing).

4. Aristotle taught that in argumentation, there are three main strategies for appealing to the audience:
logos
pathos
ethos

5. Logos
“Logos (Greek for ‘word’) refers to the internal consistency of the message—the clarity of the claim, the logic of its reasons, and the effectiveness of its supporting evidence. The impact of logos on an audience is sometimes called the argument’s logical appeal.”
[The above text drawn verbatim from Ramage, John D. and John C. Bean. Writing Arguments. 4th Edition. Needham Heights, MA: Allyn & Bacon, 1998, ]

6. Pathos
“Pathos (Greek for ‘suffering’ or ‘experience’) is often associated with emotional appeal. But a better equivalent might be ‘appeal to the audience’s sympathies and imagination.’ An appeal to pathos causes an audience not just to respond emotionally but to identify with the writer’s point of view—to feel what the writer feels….Pathos refers to both the emotional and the imaginative impact of the message on an audience, the power with which the writer’s message moves the audience to decision or action.
[The above text drawn verbatim from Ramage, John D. and John C. Bean. Writing Arguments. 4th Edition. Needham Heights, MA: Allyn & Bacon, 1998, ]

7. Ethos
“Ethos (Greek for ‘character’) refers to the trustworthiness or credibility of the writer or speaker. Ethos is often conveyed through tone and style of the message and through the way the writer or speaker refers to differing views. It can also be affected by the writer’s reputation as it exists independently from the message—his or her expertise in the field, his or her previous record or integrity, and so forth. The impact of ethos is often called the argument’s ‘ethical appeal’ or the ‘appeal from credibility.’”
[The above text drawn verbatim from Ramage, John D. and John C. Bean. Writing Arguments. 4th Edition. Needham Heights, MA: Allyn & Bacon, 1998, ]

8. At the core of rhetorical analysis is purpose.
What does the author/ speaker/ cartoonist/ filmmaker/ advertiser want the reader/ listener/ viewer to
Feel?
Think?
Do?

9. An appeal to logic can be created by using:
facts as evidence
research/ statistics
quoted authorities
cause and effect
analogies/comparisons
common sense/shared values
precedent

10. An appeal to the emotions can be created through:
Connotative diction, imagery, or figurative language
Anecdotes, examples, images that evoke an emotional response
Carefully crafted syntax (sentence patterns)

11. An Ethical Appeal can be created by
Using first person plural pronouns (we, us)
Making qualified claims (perhaps, sometimes, etc.)
Stating qualifications for
expertise
Restating opposing views accurately and fairly
Citing relevant authorities and allusions

12. Once students understand the basic appeals, they can learn to analyze the rhetorical devices that help create these appeals.
Rhetorical Device: any device of language that writers/ speakers use to persuade their audience.
Note: Anything we might call a “literary device” can be called a “rhetorical device” when it is being used to persuade.

13. I continue to hold that….
The most effective arguments contain concession and counterargument.
I concede that…;
however,….
Yes…,
but….
While I agree that…,
I continue to hold that….
I recognize that…,
but I must point out
that….
Although I
understand that…,
I still believe
that.…
While it is true
that…, we must
remember
that….

14. Concession and Counterargument
A concession is a respectful acknowledgment of an opposing viewpoint.
Making a concession by recognizing and fairly summarizing an opposing viewpoint shows the speaker/ writer to be logical and fair-minded.
A counterargument follows a concession and strongly counters, or refutes, the opposing viewpoint.

15. Big Idea Details/Specifics INDUCTIVE REASONING DEDUCTIVE REASONING
Laws, rules, widely accepted principles-Newton’s Law states that everything that goes up must come down. So if I kick a ball into the air, it will come back down.
Experience or observation—Ex. When I kick the ball, it goes up and then down. So all balls that go up, must come down.
Details/Specifics

16. The “art of rhetoric” can be one of the most powerful life skills we can provide to students, enabling them to
filter the messages of advertisers, songwriters,
filmmakers, and politicians,
and
express themselves and their viewpoints in more sophisticated, persuasive ways.