1. 5 Canons of Rhetoric

2. Aristotle’s Five Traditional Canons of Rhetoric 1.Invention 2.Arrangement 3.Style 4.Memory 5.Delivery

3. Invention From Latin “invenire” meaning “to find” The art of finding and developing materials, the ability to discover ideas Having something to say rather than having to say something Involves “discovering the best available means of persuasion.” It lays the groundwork for all the other phases; you must start from nothing to build the framework of your piece. Brainstorm ideas on what you’re going to say and how you’re going to say it in order to maximize persuasion

4. Your audience. Tailor your message to your specific audience demographics cultural background What are their fears? desires? needs? Things to Consider in the Invention Phase Your evidence When planning collect any and every type of evidence you can find facts, statistics, laws, and individual testimonies. It’s always good to have a nice blend different audiences are persuaded by different types of evidence The Means of Persuasion You remember the three means of persuasion, right? Pathos, logos, and ethos? Which of the three persuasive appeals will you use? Ideally, you’d have a nice mixture of all three it’s all about suiting your rhetoric to your audience. Timing People are receptive to certain ideas at different times depending on context the importance of timing cannot be underestimated When will your audience be most receptive? Another aspect of timing is the length of your speech or writing. Format of Argument Organizing your ideas into a concrete theme or thesis.

5. Arrangement From Latin “disposito” meaning “organization” The organization of a speech or text to ensure maximum persuasion. Classical rhetoricians divided a speech into six different parts. They are: Introduction (exordium) Statement of Facts (narratio) Division (partitio) Proof (confirmatio) Refutation (refutatio) Conclusion (peroratio) Arranging an argument is like structuring an essay (which is, of course, arranging an argument).

6. Style From the Latin “elocution” meaning “to speak” First developed by two pupils of Aristotle: Theophrastus and Demetrius Helps you present your ideas and arguments so people will want to listen to you. It doesn’t matter how great your message is, if you don’t wrap it up with style, people will probably ignore it in favor of a message that’s packaged nicely.

7. The Five Virtues of Style 1. Correctness: speaking or writing in accordance with the rules and norms of one’s language Correct usage ensures clear and precise communication Establishes credibility (or ethos, remember that persuasive tool?) 2. Clarity: clear and simple writing Don’t try to “look smart” by using big words and complex sentence structures Smart writing is simple writing. 3. Evidence: the quality of evidence was a way to measure how well language reached the emotions of an audience through vivid description Most people are persuaded more by emotion (pathos) than by logic (logos). Appeal to physical senses by using vivid descriptions. 4. Propriety: selecting words that fit with the subject matter and appropriate for your audience and occasion. Saying the right thing, at the right place, at the right time 5. Ornateness: making your speech or text interesting to listen to or read by using figures of speech and manipulating the sound and rhythm of words. Alliteration, simile, onomatopoeia, metaphor, asyndeton, etc.

8. Memory From the Latin “memoria” meaning “memory” Three Elements to the Canon of Memory 1. Memorizing one’s speech. (This one does not apply to our purposes.) Ancient orators had to memorize their speeches In modern times, we still lend more credence to speakers who give their speeches (or at least appear to) from memory 2. Making one’s speech memorable. Organizing your rhetoric and using certain figures of speech to help your audience remember what you said 3. Keeping a treasury of rhetorical fodder. storing up quotations, facts, and anecdotes that could be used at any time A master rhetor always has a treasury of rhetorical fodder in his mind and close at hand

9. From the Latin “pronuntatio” meaning “voice and gesture” Concerns itself (as does style) with how something is said, rather than what is said (Invention). Focuses on the mechanics of how you impart your message Can help a speaker establish ethos with his audience. The public presentation of discourse, oral or written. How one establishes ethos and appeals through pathos, and in this sense is complementary to Invention, which is more strictly concerned with logos. Delivery