An introduction to key terms and elements.Note Taking Guide

Rhetoric

We study rhetoric because:

it helps us to better appreciate appeals to our ethos, pathos, & logos.

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it helps us to become more effective persuasive speakers and writers.

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Rhetoric Defined

Rhetoric (n) - the art of effective expression (speaking & writing) and the persuasive use of language (Burton, 2007)

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Rhetoric requires understanding a fundamental division between what is communicated through language and how this is communicated. (Burton, 2007)

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Aristotle stated that an arguer must state a claim, or a proposition, and prove it.

Click Aristotle to learn more.

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The Greek words used to refer to the proofs are logos (logic),

ethos (credibility), and pathos (emotion).

The Rhetorical Triangle

Logos

Logical proof appeals to people’s reason, understanding, and common sense. (Weida & Stolley, 2013)

Two main types of logos (logical proofs) are deduction and induction.

Includes facts, reasons and opinions that are based on reality.

Example:iHomeCheerios

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Ethos

The ethical appeal is based on the character, credibility, or reliability of the writer. (Weida & Stolley, 2013)

Includes credible sources, accurate opposition, common ground between the writer and the audience.

Example:Givenchy

Macintosh

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Pathos

Emotional appeal, appeals to the audience’s needs, values, and emotional sensibilities. (Weida & Stolley, 2013)

Includes personal accounts or interviews

Only use an emotional appeal if it supports the claim of an argument.

Example:UMDNJBC SPCA

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Karios

The opportune occasion for speech. (Burton, 2007)

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Audience

Rhetorical analysis always takes into account how an audience shapes the composition of a text or responds to it. (Burton, 2007)

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Decorum

One's words and subject matter must aptly fit together, to kairos, the audience, and the speaker. (Burton, 2007)

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Practice

Based on the each add determine: Ethos, Pathos or Logos? What’s the Karios? Who’s the audience? What’s the decorum?

Scheme

A scheme is any artful deviation from the typical arrangement of words in a sentence (Burton, 2007)

Words preserve their literal meaning, but are placed in a significant arrangement of some kind.

Active Voice

In a sentence using active voice, the subject of the sentence performs the action expressed in the verb. (Toadvine, Brizee, & Angeli, 2011)

Passive Voice

In a sentence using passive voice, the subject is acted upon; he or she receives the action expressed by the verb. (Toadvine, Brizee, & Angeli, 2011)

Active Voice versus Passive Voice

Active Voice- The boy hit the ball.

Passive Voice- The ball was hit by the boy.

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Rhetoric uses Active Voice

This makes the meaning clear for readers, and keeps the sentences from becoming too complicated. (Toadvine, Brizee, & Angeli, 2011)

Works Cited

Burton, G. O. (2007, Feburary 26). Schemes and Tropes. Retrieved September 29, 2013, from Silva Rhetoricae: http://rhetoric.byu.edu/figures/Schemes%20and%20Tropes.htm

Toadvine, A., Brizee, A., & Angeli, E. (2011, July 13). Active and Passive Voice. Retrieved September 29, 2013, from Purdue Online Writing Lab: https://owl.english.purdue.edu/owl/resource/539/1/

Weida, S., & Stolley, K. (2013, March 11). Using Rhetorical Strategies for Persuasion. Retrieved September 29, 2013, from Perdue Online Writing Lab: https://owl.english.purdue.edu/owl/resource/588/04/