1. An Introduction to Rhetoric

2. 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

3. 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?”

4. Rhetorical Situation
Author
(text)
Audience
Purpose

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

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

7. 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

8. Author? Audience? Purpose?
Is it effective?

9. Author? Audience? Purpose?
Is it effective?

10. Rhetorical Appeals
Ethos
Pathos
(text)
Logos
Kairos

11. 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

12. 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

13. 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

14. 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

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

16. 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.

17. Rhetorical Situation? Appeals?
Is it effective?

18. Let’s watch and see if Geoff is effective in achieving his purpose.

19. You got it, guys.