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What is rhetoric?Although often associated with negative
connotations, it is not synonymous with deception.
Aristotle defined rhetoric as “the faculty of observing in any given case the available means of persuasion.”Key word: persuasion
Modern Dictionary Definition of Rhetoric: the study of the effective use of language or the ability to use language effectively. Keyword: effective
Rhetoric takes many formsWe are going to use the blanket term text to refer
to:EssaysSpeechesAdvertisementsPolitical CartoonsPhotographsBlogsAnd other cultural products that put forth a message.
The responsibility of informed citizens is to understand how rhetoric works in both deception and civil communication.
What articles, speeches, advertisements, or other texts have you seen that are: Manipulative/Deceptive?Civil/Effective?
Determine the SOAPSTone: George W . Bush ’s 9/11 Speech
SpeakerOccasionAudiencePurposeSubject/SituationTone
Appeals to Ethos, Pathos, and LogosEthos:
Greek for characterEstablishes credibility of the rhetor
Can be automatic with degrees, credentials, titles
Can be built by explaining background, expertise, or emphasizing shared values
Logos:Greek for “embodied thought”
Think- logic, reason, and clear, rational thoughts
Often involves defining the terms of the argument and establishing correlation/causation.
May refer to statistics, authorities, facts, or quantitative data. Be careful to assess accuracy, bias, and presentation!
Logos: Conceding and RefutingPart of a logical appeal may be to acknowledge the counterargument.
Concede: Agree that part of the argument may be true or reasonable.
Refute: Deny that the arguments or conclusions are valid as a whole.
PathosAppeal to emotions, values, desires, hopes,
fears, prejudicesArguments that appeal only to pathos are weak
Propagandistic Polemical
Arguments that include pathos can be very strong.
Connotation vs Denotation Humor is another way to appeal to pathos by
lightening the mood before challenging our beliefs.
How does this appeal to pathos? Richard Nixon’s “Checkers” Speech
Background: Nixon had been accused of improprieties relating to a fund established by his backers to reimburse him for his political expenses.
Think about this in your critical reading AND writing.
Remember, the most effective arguments appeal to the audience
in multiple ways.
Images can also be *read* rhetorically
What rhetorical strategies does WWF use to achieve its purpose in this ad?
Watch out for ineffective rhetoric produced by:
A rhetor not understanding the audience. A rhetor approaching the subject hyperbolically. A rhetor appealing to only one part of the audience. A rhetor completely ignoring the obvious counterargument.