Rhetorical Rhetorical AnalysisAnalysis

Understanding RhetoricUnderstanding Rhetoric

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Rhetoric is:Rhetoric is: using words using words

for for a a purposepurpose; ; often this often this purpose is purpose is to persuade.to persuade.

Why study rhetoric?

Help make you aware of how and why messages influence you

Help you contribute more effectively and conscientiously in what you buy, for what or whom you vote, and how you speak in your community

Better able to understand and respond to important issues and concerns

Rhetorical Skills Reading to understand the main and

supporting points and to analyze the decisions and purpose for a specific audience

Planning and writing compositions, not just writing

Being able to examine a situation and determine what has been said/written, what remains unsolved, and what you might say or write to persuade readers to take action

When studying rhetoric, When studying rhetoric, students shouldstudents should

analyze the arguments of analyze the arguments of others others (rhetorical (rhetorical analysis)analysis)

and

write their own write their own arguments arguments (persuasive (persuasive writing).writing).

•ethosethos

•logoslogos

•pathopathoss

Aristotle Aristotle taught that in taught that in argumentation, there are argumentation, there are three three mainmain strategiesstrategies for appealing for appealing to the audience:to the audience:

LogosLogos

““LogosLogos (Greek for ‘word’) refers to the (Greek for ‘word’) refers to the internal consistency of the message—the internal consistency of the message—the clarity of the claim, the logic of its reasons, clarity of the claim, the logic of its reasons, and the effectiveness of its supporting and the effectiveness of its supporting evidence. The impact of logos on an evidence. The impact of logos on an audience is sometimes called the audience is sometimes called the argument’s logical appeal.”argument’s logical appeal.”

[The above text drawn verbatim from Ramage, John D. and John C. Bean. Writing Arguments. 4th Edition. Needham Heights, [The above text drawn verbatim from Ramage, John D. and John C. Bean. Writing Arguments. 4th Edition. Needham Heights, MA: Allyn & Bacon, 1998, 81-82.] MA: Allyn & Bacon, 1998, 81-82.] http://www.u.arizona.edu/ic/polis/courses021/ENGL_102-78/EthosPathosLogos

PathosPathos ““Pathos Pathos (Greek for ‘suffering’ or ‘experience’) is (Greek for ‘suffering’ or ‘experience’) is

often associated with emotional appeal. But a often associated with emotional appeal. But a better equivalent might be ‘appeal to the better equivalent might be ‘appeal to the audience’s sympathies and imagination.’ An audience’s sympathies and imagination.’ An appeal to pathos causes an audience not just to appeal to pathos causes an audience not just to respond emotionally but to identify with the respond emotionally but to identify with the writer’s point of view—to feel what the writer writer’s point of view—to feel what the writer feels….Pathos refers to both the emotional and feels….Pathos refers to both the emotional and the imaginative impact of the message on an the imaginative impact of the message on an audience, the power with which the writer’s audience, the power with which the writer’s message moves the audience to decision or message moves the audience to decision or action. action.

[The above text drawn verbatim from Ramage, John D. and John C. Bean. Writing Arguments. 4th [The above text drawn verbatim from Ramage, John D. and John C. Bean. Writing Arguments. 4th Edition. Needham Heights, MA: Allyn & Bacon, 1998, 81-82.] Edition. Needham Heights, MA: Allyn & Bacon, 1998, 81-82.] http://www.u.arizona.edu/ic/polis/courses021/ENGL_102-78/EthosPathosLogos

EthosEthos ““EthosEthos (Greek for ‘character’) refers to the (Greek for ‘character’) refers to the

trustworthiness or credibility of the writer or trustworthiness or credibility of the writer or speaker. Ethos is often conveyed through tone speaker. Ethos is often conveyed through tone and style of the message and through the way and style of the message and through the way the writer or speaker refers to differing views. the writer or speaker refers to differing views. It can also be affected by the writer’s It can also be affected by the writer’s reputation as it exists independently from the reputation as it exists independently from the message—his or her expertise in the field, his message—his or her expertise in the field, his or her previous record or integrity, and so or her previous record or integrity, and so forth. The impact of ethos is often called the forth. The impact of ethos is often called the argument’s ‘ethical appeal’ or the ‘appeal from argument’s ‘ethical appeal’ or the ‘appeal from credibility.’” credibility.’”

[The above text drawn verbatim from Ramage, John D. and John C. Bean. Writing Arguments. 4th Edition. Needham Heights, [The above text drawn verbatim from Ramage, John D. and John C. Bean. Writing Arguments. 4th Edition. Needham Heights, MA: Allyn & Bacon, 1998, 81-82.] MA: Allyn & Bacon, 1998, 81-82.] http://www.u.arizona.edu/ic/polis/courses021/ENGL_102-78/EthosPathosLogos

What does the author/ speaker/ What does the author/ speaker/ cartoonist/ filmmaker/ advertisercartoonist/ filmmaker/ advertiser

want the reader/ listener/ viewer to want the reader/ listener/ viewer to

Feel?Feel? Think?Think? Do?Do?

At the core of rhetorical At the core of rhetorical

analysis is analysis is purpose.purpose.

An appeal to logic can An appeal to logic can be created by usingbe created by using

• facts as evidencefacts as evidence

• research/ statisticsresearch/ statistics

• quoted authoritiesquoted authorities

• cause and effectcause and effect

• analogies/comparisonsanalogies/comparisons

• common sense/shared common sense/shared valuesvalues

• precedentprecedent

An appeal to the An appeal to the emotions can be emotions can be created throughcreated through

Connotative diction, imagery, or Connotative diction, imagery, or figurative languagefigurative language

Anecdotes, examples, Anecdotes, examples, images that evoke an images that evoke an emotional responseemotional response

Carefully crafted Carefully crafted syntax (sentence syntax (sentence patterns)patterns)

An Ethical Appeal An Ethical Appeal can be created bycan be created by

Making qualified Making qualified claims (perhaps, claims (perhaps, sometimes, etc.)sometimes, etc.)

Restating Restating opposing opposing

views views accurately and accurately and

fairly fairly

Citing Citing relevant relevant

authorities authorities and allusionsand allusions

Using first Using first person plural person plural pronouns (we, pronouns (we,

us)us)

Stating qualifications Stating qualifications for for

expertiseexpertise

Appeals to the Audience

Logos – appeals to an audience’s logic Ethos – offers evidence that he/she is

credible Pathos - draws on the emotions and

interests of the audience

Writers seldom use only one. A single sentence can appeal to all three.

Once students understand the basic Once students understand the basic appeals, they can learn to analyze appeals, they can learn to analyze the the rhetorical devicesrhetorical devices that help that help

create these appeals.create these appeals.Rhetorical Rhetorical DeviceDevice:: any any device of language device of language that writers/ that writers/ speakers use speakers use to to persuade their persuade their audienceaudience..

Note: Anything we might call a “literary device” can be called a “rhetorical device” when it is being used to persuade.

Speaker’s Persona Aristotle referred to the character that readers

could discern from the writer’s/speaker’s words, arrangement of ideas, and choice of details.

Persona was the mask that ancient Greek actors wore.

The mask you wear as a writer doesn’t hide you – it meets them head on and interacts with them purposefully and effectively.

Your persona is usually one who is educated, considerate, trustworthy, and well intentioned.

Claim Thesis statement or claim states the

subject to be addressed. Not effective if everybody already agrees

on the subject. Effective writers capitalize on what

audience members already know and build support by providing facts, ideas, and interpretations that build on the audience’s prior knowledge.

Context

A convergence of time, place, people, events, and motivating forces that influence how the writer understands, analyzes, and generates the personal, appeals, and subject

Genre

Based on the context, the writer must choose the most appropriate and effective genre to produce

Speech

Advertisement

Political Carto

on

Short Story Novel

Intention

What the writer wants to happen as a result of the text

What he or she wants the audience to believe or do after hearing/reading the text

I concede that…; however,…. While I agree that…,

I continue to hold that….

Yes…,but….

I recognize that…,but I must point out

that….

Although I understand that…,

I still believe that.…

While it is true that…, we must

rememberthat….

The most effective arguments contain concession and counterargument.

Concession and Concession and CounterargumentCounterargument

A concession is a respectful A concession is a respectful acknowledgment of an opposing acknowledgment of an opposing viewpoint.viewpoint.

Making a concession by recognizing Making a concession by recognizing and fairly summarizing an opposing and fairly summarizing an opposing viewpoint shows the speaker/ writer to viewpoint shows the speaker/ writer to be logical and fair-minded.be logical and fair-minded.

A counterargument follows a A counterargument follows a concession and strongly counters, or concession and strongly counters, or refutes, the opposing viewpoint.refutes, the opposing viewpoint.

Big IdeaBig Idea

Details/SpecificsDetails/Specifics

INDUCTIVE REASONING

DEDUCTIVE REASONING

Experience or observation—Ex. When I kick the ball, it goes up and then down. So all balls that go up, must come down.

Laws, rules, widely accepted principles-Newton’s Law states that everything that goes up must come down. So if I kick a ball into the air, it will come back down.

The “art of rhetoric” can be one of The “art of rhetoric” can be one of the most powerful life skills we can the most powerful life skills we can

provide to students, enabling provide to students, enabling them tothem to

filter the messages of advertisers, songwriters, filmmakers, and politicians,

and

express themselves and their viewpoints in more sophisticated, persuasive ways.

SOAPSTone

Speaker Occasion Audience Purpose Subject Tone

Useful for analyzing rhetoric!