1. Rhetorical analysis
What is rhetoric?

2. Rhetorical analysis
Rhetoric is the study of how writers and speakers use words to influence an audience.
Rhetoric is often used in a rhetorical analysis.
A rhetorical analysis is an essay that breaks a work of non-fiction into parts and then explains how the parts work together to create a certain effect—whether to persuade, entertain, or inform. 
A person can also conduct a rhetorical analysis of a primarily visual argument such as a cartoon or advertisement, or an oral performance such as a speech.

4. Rhetorical triangle

5. rhetoric
Logos - Logos appeals to reason. Logos can also be thought of as the text of the argument, as well as how well a writer has argued his/her point.
Ethos - Ethos appeals to the writer’s character. Ethos can also be thought of as the role of the writer in the argument, and how credible his/her argument is.
Pathos - Pathos appeals to the emotions and the sympathetic imagination, as well as to beliefs and values. Pathos can also be thought of as the role of the audience in the argument.

6. Rhetorical situation
The rhetorical situation is the circumstance in which you create a written or visual “text”. It is usually in response to a particular topic or event.
Speaker (writer)
Context (relevance, event or moment in society, time, location, topic)
Audience (listener, viewer, reader)
Purpose (inform, demonstrate, persuade, motivate, or even entertain & the deeper meaning)
Medium (essay, speech, letter, advertisement)

7. Examples of rhetoric
In “Letter from Birmingham Jail,” Dr. Martin Luther King Jr. uses rhetoric to challenge the beliefs of eight clergymen, specifically, their beliefs about the Civil Rights Movement and non-violent protests.
Identify which of the following passages are examples of logos, ethos, or pathos.

8. Example #1
“But when you have seen vicious mobs lynch your mothers and fathers at will and drown your sisters and brothers at whim; when you have seen hate-filled policemen curse, kick and even kill your black brothers and sisters; when you see the vast majority of your twenty million Negro brothers smothering in an airtight cage of poverty in the midst of an affluent society; when you suddenly find your tongue twisted and your speech stammering as you seek to explain to your six-year-old daughter why she can’t go to the public amusement park that has just been advertised on television, and see tears welling up in her eyes when she is told that Funtown is closed to colored children...”

9. Example #2
“I say this as a minister of the gospel, who loves the church; who was nurtured in its bosom; who has been sustained by its spiritual blessings and who will remain true to it as long as the cord of Rio shall lengthen.”

10. Example #3
“Birmingham is probably the most thoroughly segregated city in the United States. Its ugly record of brutality is widely known. Negroes have experienced grossly unjust treatment in the courts. There have been more unsolved bombings of Negro homes and churches in Birmingham than in any other city in the nation. These are the hard, brutal facts of the case.”

11. Rhetorical situation
“Letter from Birmingham Jail” was written in 1963.
What do we know about this time in history?
What events may have sparked King’s decision to write the letter?
Based on the examples and our discussion, identify each:
Speaker
Context
Audience
Purpose
Medium

12. Questions to help identify rhetoric
Logos:
Is the thesis clear and specific?
Is the thesis supported by strong reasons and credible evidence?
Is the argument logical and arranged in a well-reasoned order?

13. Questions to help identify rhetoric
Ethos:
What are the writer’s qualifications? How has the writer connected him/herself to the topic being discussed?
Does the writer demonstrate respect for multiple viewpoints by using sources in the text?
Are sources credible? Are sources documented appropriately?
Does the writer use a tone that is suitable for the audience/purpose? Is the diction (word choice) used appropriate for the audience/purpose?
Is the document presented in a polished and professional manner?

14. Questions to help identify rhetoric
Pathos:
Are vivid examples, details and images used to engage the reader’s emotions and imagination?
Does the writer appeal to the values and beliefs of the reader by using examples readers can relate to or care about?