1. Rhetoric is?

2. Rhetoric is? Persuasive speech The art of using language effectively
Skill in the effective use of speech

3. Rhetoric is? The art of writing and speaking effectively
The art or science of all specialized literary uses of language in prose or verse, including the figures of speech.
The undue use of exaggeration or display

4. Rhetoric
A negative or positive connotation?

5. Three appeals of rhetoric
Ethos
Pathos
Logos
Aristotle argued these are the three methods to persuade an audience you are correct.

6. Ethos Refers to a speaker’s character Relies on image
Credibility of the speaker is vital
Author’s ethos created by style and diction
We believe those who have “good sense, good moral character and goodwill.”

7. Examples of Ethos in advertising

8. Examples of Ethos in writing
References to work experience or life experience related to the topic. When an author writing about the stock market talks about his years working for an investment bank, that's an appeal to credibility.

9. Examples of Ethos in writing
References to college degrees or awards related to the topic. When your biology instructor makes clear in the syllabus that he has a PhD in biology and that you'll be using the textbook he's written for the class, he's reminding you of his authority and credibility on the subject.

10. Examples of Ethos in writing
References to the character of the writer. When a politician writes in a campaign brochure about his years of public service and the contributions he's made to the community, he's letting you know he's trustworthy, a good person, and a credible source of information about the community and the issues that affect it.

11. Examples of Ethos in writing
The use of supporting sources written by authorities on the subject. When a student writes a paper about why school hours should be changed and uses quotations from principals, teachers, and school board members (all of whom know something about the topic), he's borrowing their credibility and authority to increase his own.

12. Examples of Ethos in writing
References to symbols that represent authority. When a candidate gives a speech in front of an American flag, he or she is associating him- or herself with the symbol and borrowing the authority it represents

13. Pathos Appeals to emotions of the audience
Anger, pity, fear and their opposites are powerful influences over our decisions and judgment.
Pathos incites our emotions
Make audience insecure about position/status and then offer remedy

14. Example of Pathos in advertising

15. Example of Pathos in advertising

16. Examples of pathos in writing
Anecdotes or other narratives. When a writer employs a narrative or anecdote, he or she is usually attempting to connect with the reader emotionally. For example, beginning an essay about human trafficking by relaying the personal story of a victim captures the attention of the audience because it humanizes the problem and draws on readers' empathy.

17. Examples of pathos in writing
Direct quotations. Though quotations are used for a myriad of reasons, direct quoting from an individual who has been personally affected by an issue is usually an appeal to the emotions of a reader. For example, if I were writing an essay about breast cancer and I quoted a cancer patient, that quotation would be an attempt to humanize the topic and appeal to the sympathy of my readers.

18. Examples of pathos in writing
Humor. When a writer uses humor in order to illustrate a point, he or she is employing pathos. Though there is logic to satirical humor (as used on The Daily Show or The Colbert Report), the main appeal of such television shows is that they make viewers laugh.

19. Logos Appeals to logic Formal arguments based on syllogisms
All men are mortal
Socrates is a man
Socrates is mortal

20. Logos
Cigarette smoke contains over 4,800 chemicals, 69 of which are known to cause cancer.
Lady Gaga is more popular than Justin Bieber because her Facebook has 10,000,000 more fans.

21. Example of logos Women are suffering from more heart attacks
We suspect it is because of a fatty diet
Fish oil is a mineral supplement that breaks down fats in the bloodstream
Fish oil can prevent heart attacks in women
Women should take fish oil.
Heart attacks will decrease.

22. Logos, continued
Rhetorical syllogism (enthymeme) is an argument where some premises are assumed and unstated
Often based on probabilities, not certainty
Application: we are not absolutely sure of solution but we must act.

23. Triangle Purpose – what is the point?
Audience – to whom is the writing directed?
Speaker – who’s writing this piece?

24. Sources