1. Rhetorical Analysis
A Brief Guide to Understanding How Rhetoric Can Help You As a Business Communicator

2. What Is Rhetoric?
The term rhetoric refers to the use of language to present ideas, information, & argumentation
Rhetoric is often associated with persuasive speech, oration, or a particular style of speaking or writing
Rhetoric can also be defined as a form of verbal or written communication or discourse
According to Aristotle, rhetoric is "the ability, in each particular case, to see the available means of persuasion" (1.2.1)

3. Rhetorical Triangle
Consider the relationship between communicator, message,
and audience. How can understanding this relationship help you as a professional communicator?

4. Primary Rhetorical Forms
Logos is an appeal based on logic or reason. Documents distributed by companies or corporations are often logos-driven, as are scholarly or academic books & articles.
Ethos is an appeal based on the character or crediblity of the speaker. An ethos-driven document relies on the reputation of the author.
Pathos appeals to emotion. Advertisements tend to be pathos-driven.
See handout on course website under Unit One titled “Understanding Ethos, Logos, Pathos” for examples. Also review the video “Rhetoric in Advertising.”

5. Rhetorical Sensitivity
Rhetorical sensitivity occurs when writers “determine the most effective ways to communicate with readers” (Ede p. 40).
As business communicators, you must develop rhetorical sensitivity. You achieve this by adopting an audience-centered approach. (Review pgs in your course textbook for more information.)

6. Other Rhetorical Appeals
Rhetorical appeals can also be achieved through:
Visual Information Structure—this includes how the text looks and is presented. Examples: titles, headings, navigation, etc.
Color—this includes the color of the text, background, and graphics. Color contrast is also important.
Graphic Images—this includes other information in the document aside from the text. Examples: icons, buttons, and photos.

7. Analyzing Rhetoric
When you rhetorically analyze a text you study the ways and modes through which a communicator uses language and other rhetorical devices to convey ideas & information
Consider the following:
Audience
Word choice
Tone
Organization
Narrative Structure
Appeals (ethos, logos, pathos)
Genre

8. Example
Word choices like “24-hour service” and “low down-payment” appeal to viewers’ desire to save money.
Logos or logical appeal—i.e. you will save money!
Ad uses complimentary, yet contrasting, colors. Green & blue are “trustworthy” colors, which boost the ad’s ethos. (Perhaps more so than bright pink or neon yellow, for example.)
Image of gecko is well-known and reinforces ad’s ethos or credibility
Visual design is simple, professional, and visually pleasing.
Ad is genre-appropriate—i.e. it
meets audiences’ expectations for how a car ad should look and what content it should contain.
Tone of ad is
humorous, yet
credible.

9. Questions
What are some examples of texts you have read in this class or others that use one or more of the rhetorical appeals we just reviewed?
Why is rhetorical analysis important for professional communicators?
How might studying rhetoric help you become a critical reader and writer?
Which aspects of rhetorical analysis do you have questions about? Post them to our discussion forum for further conversation!

10. Works Cited Aristotle. Rhetoric.
Ede, Lisa. (2011). The Academic Writer.
Bovee, Courtland and John Thill. Business Communication Today. (2012).