Understanding Rhetoric
Rhetorical Analysis
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Rhetoric is:
 using
words for
a purpose;
often this
purpose is to
persuade.
When studying rhetoric, YOU
should
 analyze the arguments of others
(rhetorical analysis)
and
 write their own arguments
(persuasive writing).
Aristotle taught that in argumentation,
there are three main strategies for
appealing to the audience:
•logos
•pathos
•ethos
Logos


“Logos (Greek for ‘word’) refers to the internal consistency of
the message—the clarity of the claim, the logic of its reasons,
and the effectiveness of its supporting evidence. The impact
of logos on an audience is sometimes called the argument’s
logical appeal.”
[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.]
http://www.u.arizona.edu/ic/polis/courses021/ENGL_102-78/EthosPathosLogos
Pathos


“Pathos (Greek for ‘suffering’ or ‘experience’) is often associated with
emotional appeal. But a better equivalent might be ‘appeal to the audience’s
sympathies and imagination.’ An appeal to pathos causes an audience not just
to respond emotionally but to identify with the writer’s point of view—to feel
what the writer feels….Pathos refers to both the emotional and the
imaginative impact of the message on an audience, the power with which the
writer’s message moves the audience to decision or action.
[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.] http://www.u.arizona.edu/ic/polis/courses021/ENGL_102-78/EthosPathosLogos
Ethos


“Ethos (Greek for ‘character’) refers to the trustworthiness or credibility
of the writer or speaker. Ethos is often conveyed through tone and style of
the message and through the way the writer or speaker refers to differing
views. It can also be affected by the writer’s reputation as it exists
independently from the message—his or her expertise in the field, his or
her previous record or integrity, and so forth. The impact of ethos is often
called the argument’s ‘ethical appeal’ or the ‘appeal from credibility.’”
[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.]
http://www.u.arizona.edu/ic/polis/courses021/ENGL_102-78/EthosPathosLogos
At the core of rhetorical analysis
is purpose.
What does the author/ speaker/ cartoonist/
filmmaker/ advertiser
want the reader/ listener/ viewer to
Feel?
 Think?
 Do?

An appeal to logic can be
created by using:
• facts as evidence
• research/ statistics
• quoted authorities
• cause and effect
• analogies/comparisons
• common sense/shared values
• precedent
An appeal to the emotions can
be created through:

Connotative diction, imagery, or figurative
language
Anecdotes, examples, images
that evoke an emotional
response
Carefully crafted syntax
(sentence patterns)
An Ethical Appeal can be
created by
Stating qualifications for
expertise
Using first person
plural pronouns
(we, us)
Citing relevant
authorities and
allusions
Making qualified
claims (perhaps,
sometimes, etc.)
Restating
opposing views
accurately and
fairly
Once students understand the basic appeals,
they can learn to analyze the rhetorical
devices that help create these appeals.
Rhetorical Device:
any device of language
that writers/ speakers
use to persuade their
audience.
Note: Anything we might call a “literary device” can be called a
“rhetorical device” when it is being used to persuade.
The most effective arguments contain
concession and counterargument.
I concede that…;
however,….
Although I
understand that…,
I still believe
that.…
Yes…,
but….
While I agree that…,
I continue to hold that….
I recognize that…,
but I must point out
that….
While it is true
that…, we must
remember
that….
Concession and Counterargument



A concession is a respectful acknowledgment
of an opposing viewpoint.
Making a concession by recognizing and
fairly summarizing an opposing viewpoint
shows the speaker/ writer to be logical and
fair-minded.
A counterargument follows a concession
and strongly counters, or refutes, the
opposing viewpoint.
INDUCTIVE
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.
Big Idea
DEDUCTIVE
REASONING
Laws, rules,
widely
accepted
principlesNewton’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.
Details/Specifics
The “art of rhetoric” can be one of the
most powerful life skills we can provide to
students, enabling them to
 filter the messages of advertisers, songwriters,
filmmakers, and politicians,
and
 express themselves and their viewpoints in
more sophisticated, persuasive ways.