Created by Judika Webb,BA English, MA Professional Writing and Rhetoric

Understanding Rhetorical Understanding Rhetorical AnalysisAnalysis

33

What is Rhetoric?What is Rhetoric?

Rhetoric can be defined as the Art of PersuasionRhetoric can be defined as the Art of Persuasion

44

Rhetoric Defined furtherRhetoric Defined further

RhetoricRhetoric is one of the arts of using language is one of the arts of using language as a means to persuade. From Ancient Greece as a means to persuade. From Ancient Greece to the late 19th Century, it was a central part of to the late 19th Century, it was a central part of Western education, filling the need to train Western education, filling the need to train public speakers and writers to move audiences public speakers and writers to move audiences to action with arguments. In its broadest to action with arguments. In its broadest sense, rhetoric concerns human discourse.sense, rhetoric concerns human discourse.

55“The School of Athens” Raphael 1509-1510 Vatican, Rome

66

The Academy in Athens depicted here by the artist, The Academy in Athens depicted here by the artist, Raphael in his fresco “School of Athens,” 1509-Raphael in his fresco “School of Athens,” 1509-1510 is in the Vatican (Rome). The Academy in 1510 is in the Vatican (Rome). The Academy in Athens was the center for the study in the ancient Athens was the center for the study in the ancient world. Each figure is thought to be one of the world. Each figure is thought to be one of the many famous Philosophers of Ancient Greece. many famous Philosophers of Ancient Greece. Early Philosophers studied and wrote on the art of Early Philosophers studied and wrote on the art of persuasion, one of them being Aristotle (384-322 persuasion, one of them being Aristotle (384-322 BC) a teacher at the Academy who wrote Ars BC) a teacher at the Academy who wrote Ars Retorica (The Art of Rhetoric) Many of the ideas Retorica (The Art of Rhetoric) Many of the ideas developed at the Academy in Athens still influence developed at the Academy in Athens still influence how we approach this topic today.how we approach this topic today.

77

How are Audiences How are Audiences Persuaded?Persuaded?

The speaker, writer, The speaker, writer, photographer, etc. photographer, etc. appeals to them using appeals to them using the Rhetorical Appeals the Rhetorical Appeals to the Audience: to the Audience:

Logos-The Logical AppealLogos-The Logical Appeal Pathos-The Emotional AppealPathos-The Emotional Appeal Ethos-The Ethical AppealEthos-The Ethical Appeal

88

So, in other words, these appeals help to So, in other words, these appeals help to persuade an audience and all three need to persuade an audience and all three need to work together to make an effective argument.work together to make an effective argument.

99

You must appeal to your You must appeal to your audience!audience!

http://www.youtube.com/watch?v=quH_pymfS8Q&feature=fvst

Let’s watch a speaker appealing to his audience

1010

The Logical AppealThe Logical Appeal

Involves the Presentation of Evidence

Imagine you are selected for jury duty in a capital murder case. You are being asked to find someone innocent or guilty of murder. What types of evidence would you need to convict or acquit a person?

1111

Types of EvidenceTypes of Evidence

There are many There are many types of types of evidence. evidence. Imagine all the Imagine all the evidence you evidence you would need to would need to acquit or convict acquit or convict someone of someone of murder. murder.

Show me the evidence!

1212

Expert Voices Expert Voices

Example:Example:The renowned forensic scientist, Henry The renowned forensic scientist, Henry Lee explaining the blood splatters Lee explaining the blood splatters found at the O. J. Simpson residence.found at the O. J. Simpson residence.

Types of EvidenceTypes of Evidence

Expert voices add credibility to an

argument

1313

Expert Voices ContinuedExpert Voices Continued

Expert Expert Example: “How does one Example: “How does one determine whether a law is just or determine whether a law is just or unjust? A just law is a man made unjust? A just law is a man made code that squares with the moral code that squares with the moral law or the law of God. An unjust law or the law of God. An unjust law is a code that is out of law is a code that is out of harmony with the moral law. To harmony with the moral law. To put it in the terms of St. Thomas put it in the terms of St. Thomas Aquinas: An unjust law is a Aquinas: An unjust law is a human law that is not rooted in human law that is not rooted in eternal law and natural law. Any eternal law and natural law. Any law that uplifts human personality law that uplifts human personality is just. Any law that degrades is just. Any law that degrades human personality is unjust.” human personality is unjust.” (King, (1963) “Letter from (King, (1963) “Letter from Birmingham Jail.”)Birmingham Jail.”)

An expert - is someone widely recognized as a reliable source of technique or skill whose faculty for judging or deciding rightly, justly, or wisely is accorded authority and status by their peers or the public in a specific well-distinguished domain.

1414

Types of EvidenceTypes of Evidence

TestimonyTestimony Example:Example:

eye witnesses toeye witnesses to

something specific something specific

I swear I heard some noises, dude

1515

Testamony continuedTestamony continued

Testimony - form of evidence that is obtained Testimony - form of evidence that is obtained from a witness who makes a solemn statement from a witness who makes a solemn statement or declaration of fact - are eye-witness or declaration of fact - are eye-witness accounts, from the horse’s mouth, (consider: accounts, from the horse’s mouth, (consider: My last will and Testament, the New My last will and Testament, the New Testament, the Old Testament, etc.Testament, the Old Testament, etc.

1616

Types of EvidenceTypes of Evidence

Reference to Reference to HistoryHistory

This is the first time I ever did this!

Weren’t you on our show last month!

To Catch a Predator

1717

Reference to History Reference to History continuedcontinued

A reference to history is often used to A reference to history is often used to demonstrate a trend, behavioral pattern or re-demonstrate a trend, behavioral pattern or re-occurring events.occurring events.

In the O.J. case, several 911 tapes were In the O.J. case, several 911 tapes were introduced attempting to show a pattern of introduced attempting to show a pattern of violent behavior and spousal abuse.violent behavior and spousal abuse.

1818

Other types of EvidenceOther types of Evidence

StatisticsStatistics FactsFacts Judgments (based Judgments (based

on facts)on facts) Analogies Analogies

(comparisons)(comparisons) Anecdotes (one Anecdotes (one

or a series of or a series of specific specific incidences)incidences)

1919

Facts and AnecedotesFacts and Anecedotes

A Fact is defined as something that cannot be A Fact is defined as something that cannot be disputed. Example: it is 78 degrees Fahrenheit at this disputed. Example: it is 78 degrees Fahrenheit at this moment. moment.

An anecdote is a short narrative (story). These are An anecdote is a short narrative (story). These are often used in advertising in the form of testimonials. often used in advertising in the form of testimonials. For example, when a patient vouches for a particular For example, when a patient vouches for a particular cream that helped cure his athlete's feet, he may tell cream that helped cure his athlete's feet, he may tell the story of how bad his feet were before and how the the story of how bad his feet were before and how the cream cured the menacing problem. cream cured the menacing problem.

2020

Consider the Consider the following:following:

How would Expert Voices look in an essay? How would Expert Voices look in an essay? How would testimony look in an essay?How would testimony look in an essay? How would reference to history look in an essay?How would reference to history look in an essay?

2121

AnswerAnswer

According to Henry Lee, “the blood splatters at the O. According to Henry Lee, “the blood splatters at the O. J. residence indicate the first stab wound was inflicted J. residence indicate the first stab wound was inflicted near the front door entry.”near the front door entry.”

In an interview with Kato Kalin, he stated that on the In an interview with Kato Kalin, he stated that on the night of the murder, he heard noises at the side of the night of the murder, he heard noises at the side of the house.”house.”

Nicole Simpson, called 911 at least nine times Nicole Simpson, called 911 at least nine times claiming her ex husband was either behaving claiming her ex husband was either behaving violently or had assaulted her.violently or had assaulted her.

2222

The Ethical Appeal The Ethical Appeal

Revolves around the Moral

Character of the Speaker Demonstration of GoodwillDemonstration of Goodwill Personal Experience Personal Experience ReputationReputation CredibilityCredibility Attitude toward the AudienceAttitude toward the Audience http://www.youtube.com/

watch?v=PbUtL_0vAJk

“I Have a Dream” speech

2323

The Ethical Appeal The Ethical Appeal continuedcontinued

Education (Formal and informal)KnowledgeAppearanceHow the speaker/writer uses logos and pathosStyle VocabularyChoice of ReferencesPassionEffort

2424

ThinkThinkWhat made you vote for your Candidate in the last What made you vote for your Candidate in the last

election?election?

How did each candidate use the ethical appeal in his campaign? What presidential ads do you remember that focused on the Ethos of the Candidate?

2525

The Emotional AppealThe Emotional Appeal

The attempt to persuade by appealing to the audience’s emotions; consciously planning and argument with the intent of exerting specific emotions from the audience.

2626

Emotional ImagesEmotional Images

How might these images be used to make an argument in a photostory?

2727

The Logical FallaciesThe Logical Fallacies

Often evidence presented in an argument are Logical Fallacies, these are often used in a court of law, in advertising, on websites, in articles, etc. Although logical fallacies are errors in reasoning, they can sway audiences, therefore, being effective. However, using these says something about one’s ethos.

The following illustration is an example of the slippery slope fallacy.Event X has occurred (or will or might occur). Therefore event Y will inevitably happen.

2828

http://http://www.logicalfallacies.iwww.logicalfallacies.info/nfo/

Identify Logical Fallacies Identify Logical Fallacies whenwhen analyzing an argument. Logical analyzing an argument. Logical fallacies are errors in reasoning.fallacies are errors in reasoning.

List of Logical FallaciesList of Logical Fallacies

4949

Before you begin writing a persuasive or

argumenatative essay, answer these questions:

3535

How will you use your knowledge, experience,

authority, goodwill, attitude, choice of

sources, style, vocabulary, reputation and passion to establish

your Ethos?

3636

Consciously think about your audience

as you write, and how will you appeal to their emotions?

3311

What evidence will you present, and how will you manipulate your argument to win over your audience logically?

3311