Rhetoric Introduction to persuasionDefinitions

Origin: Sicily 466 BC. Litigation over land ownership

Aristotles: “Rhetoric is the faculty to discern in each circumstance what is credible”

To persuade is to “make the convinced behave according to his conviction”. The conviction comes from within while persuasion from ouside

Cognitive dissonancewe cannot stand to behave against our thinking

Rhetoric Introduction to persuasionCognitive bias

ING - El EmpujoncitoING - ArdillaING – Efecto Dominó

Rhetoric Introduction to persuasionHow are they trying to create & destroy cognitive dissonance?

Triadic model:

1Learn

3Do

2Like

¿LOGIC SEQUENCE?

Rhetoric ArgumentationAdam and Bonhomme

1

2

3

4

5

Learn Do Like

Learn

Learn

Learn

Learn

Like

Like

Like

Like

Do

Do

Do

Do

First you buy then you judge

Seduce beforehand

Instintive purchase

Sales, promotions, trials

Repurchase, brand engagement

Rhetoric ArgumentationAdam and Bonhomme

RhetoricMetaphor scheme

[X ~ Y]X = source domain Y = target domain

~ = attribute from source to target

Rhetoric Visual rhetoricMetaphor visualization

Groupe :μ

— in absentia conjunto: complete substitution

— in praesentia conjunto: partial substitution

— in praesentia disyunto: both present but separate

— in absentia disyunto: shown and projected

in absentia conjunta

in praesentia disjunta

in praesentia conjunta

in absentia disjunta

in absentia disjunta

in absentia conjunta

in praesentia conjunta

in praesentia conjunta

in absentia disjunta

in praesentia disjunta

in absentia conjunta

in praesentia disjunta

in praesentia conjunta

in absentia disjunta

?

Rhetoric Visual rhetoricComposition. Kress and Van Leeuwen

IdealGiven

IdealNew

RealNew

RealGiven

If we remove … still Christmas?If we remove … still Christmas?If we remove … still Christmas?If we remove … still Christmas?If we remove … still Christmas?If we remove … still Christmas?If we remove … still Christmas?If we remove … still Christmas?If we remove … still Christmas?If we remove … still Christmas?If we remove … still Christmas?If we remove … still Christmas?If we remove … still Christmas?If we remove … still Christmas?If we remove … still Christmas?If we remove … still Christmas?If we remove … still Christmas?If we remove … still Christmas?If we remove … still Christmas?If we remove … still Christmas?If we remove … still Christmas?If we remove … still Christmas?If we remove … still Christmas?If we remove … still Christmas?

Rhetoric Commutation testBarthes and Porcher

Intellectio

Dispositio

Elocutio

Inventio

Actio

Memoria

Rhetoric Classical rhetoric

a. what to sayb. probatio (rational), entimema (emotional)c. topoi, shared beliefs

Order

Metaboles:

MetaplasmsMetataxes

MetasememesMetalogisms

Inventio

DispositioElocutio

Rhetoric Classical rhetoric

Every figure (metabole) was condensed into 4 main categories:

Metaplasms MetalogismsMetasememesMetataxes

Rhetoric Classical rhetoricGroup µ and “A General Rhetoric”

¿What is a figure of speech (metabole)? A detour from grade 0

Sus mejillas son frescas como las rosas nada Sus mejillas son como rosas comparación metafóricaLas rosas de sus mejillas metáfora in praesentiaSus dos rosas metáfora in absentia

Rhetoric Classical rhetoricGroup µ and “A General Rhetoric”

So...what is rhetoric?

“La retórica es un conjunto de desvíos susceptibles de autocorrección, es decir, que modifican el nivel normal de redundancia de la lengua, infringiendo reglas o inventando otras nuevas. El desvío creado por un autor es percibido por el lector gracias a una marca y reducido inmediatamente después gracias a a la presencia de una invariante. El conjunto de estas operaciones, tanto las que se desarrollan en el productor, como las que tienen lugar en el consumidor, produce un efecto estético específico que se puede llamar ethos y que es el verdadero objeto de la comunicación artística”.

Rhetoric Classical rhetoricGroup µ and “A General Rhetoric”

MetaplasmsDetour from the sonorous or graphic facets of the words or inferior units

apócope [repe],síncope [navidad], aféresis [norabuena],profijación, [descasar] epéntesis [merditerráneo], palíndromo [zorra-arroz], rimas

Metaplasms

Rhetoric Classical rhetoricGroup µ and “A General Rhetoric”

MetataxesDetour from the sintaxis

elipsis [supresión]polisíndeton [repetición “y”]asíndeton [supresión “y”]pleonasmo [acumulación de atributos]silepsis, anacoluto [pobre y turbio]quiasmo [acabe mi vida y mi dolor comience]hipérbaton [alteración orden natural]inversión [oscuras golondrinas]

Metataxes

Rhetoric Classical rhetoricGroup µ and “A General Rhetoric”

MetalogismDetour from the logic value of the sentence. We need to have information about the extralinguistic context to decode the metabole

hipérboleeufemismoalegoríaironíaparadoja

Metalogisms

Rhetoric Classical rhetoricGroup µ and “A General Rhetoric”

MetasememesDetour from the meaning. A sememe is replaced by another sememe

metáforametonomiasinécdoque

Metasememes

Rhetoric Classical rhetoricGroup µ and “A General Rhetoric”

MetasememesCabeza

Superior

Redonda

Importante

Cabeza - DRAE

CieloSuperior

Amado

Sagrado

Cielo - DRAE

Rhetoric Classical rhetoricGroup µ and “A General Rhetoric”

Metaphor = 2 sinecdoquesMetasememes

A B attribute A=Battribute + =

Rhetoric Classical rhetoricGroup µ and “A General Rhetoric”

Hitler Aznar moustache Hitler = Aznarmoustache + =

Rhetoric Classical rhetoricGroup µ and “A General Rhetoric”