Rhetoric

The art of speaking or writing effectively.

According to Aristotle…

“The ability, in each particular case, to see the available means of persuasion”

In other words, how do people use the language to effectively convince others that their argument is the best?

We will look at three major categories of rhetoric: appeal to credibility or character, appeal to emotion, appeal to logic or reason

Appeal to Credibility or Character

An appeal based on the writer/speaker’s image, reputation, or character

If the audience believes a writer/speaker has a good image or reputation, it is more likely to believe what he or she says

Example: actors, musicians, and athletes endorse products like make-up and Gatorade

Appeal to Emotion

An appeal based on the emotions of the audience

Emotions such as anger, pity, and fear (and their opposites) powerfully influence our rational judgments

Example: a fundraiser for leukemia research uses images of children undergoing chemotherapy in its advertisements

Appeal to Logic or Reason

An appeal based on logic and rationality These arguments are often based on

probabilities rather than certain truth Convince the audience to accept your

assumptions as probably true Expose questionable assumptions in someone

else’s argument to make yours more attractive Example: a clinical study shows that 80% of

people feel better after receiving a hug, therefore hugs make people feel better

Rhetorical Devices

Specific ways of using language to make your arguments more persuasive

Similar to literary devices or poetic devices

ALLUSION

Reference to a famous person or event

Example:

“Most people who have tried ProActive, including Jessica Simpson, think it is the best acne treatment on the market.”

ANAPHORA

Repetition of a word or phrase at the beginnings of successive phrases/clauses/lines

Example:

“I will not eat green eggs and ham. I will not eat them in a box. I will not eat them with a fox.”

EUPHEMISM

Substitution of an agreeable or non-offensive expression for one whose meaning might be harsh or unpleasant

Example:

Calling someone “mature” instead of “old”

HYPERBOLE

Extreme exaggeration

Example:

“If that politician is elected we will all die!”

OXYMORON

A figure of speech that combines two normally contradictory terms

Example:“There was a deafening silence in the room”

(side note - oxymoron is itself an oxymoron. The root ‘oxy’ is Greek for ‘sharp’ while the root ‘moros’ is Greek for ‘dull’)

Works Cited

Cal State LA. 15 Mar 2008. <www.calstatela.edu/faculty/jgarret/3waypers .htm>.

University of Kentucky. 15 Mar 2008. <www.uky.

edu/AS/classics/rhetoric.html>.