Rhetorical Terms Breakdown
Rhetoric
The art of communication, particularly, argument and persuasion. The rhetorical model is
triangular and was originally proposed by Greek philosopher, Aristotle. Because of this, it is
often called the Aristotlean Triangle. (See the PowerPoint for an example of this.)
Context
This refers to the cultural climate in which a rhetorical text is presented. This refers especially to
time and place.
Speaker
This is the writer, communicator, or author who is creating the text. Analyzing who they are,
what their reputation is, and what they are trying to accomplish is crucial to understanding a
rhetorical text.
Audience
Sometimes also called the reader, an audience is the group of people who are meant to see this
text that is being presented. A good speaker will always be aware of their audience, their needs,
and their expectations.
Message
This is the text itself. In an advertisement analysis, this will usually refer to the product being
sold.
Tone
This refers to not just what the message is saying, but how it’s being said. Is it funny?
Depressing? Serious?
Style
What makes a speaker stand out is their own individual style. Sometimes, this refers to an artistic
style (CGI vs. traditional animation, for example). In writing, this is going to be the writing
voice.
Purpose
This is the reason for the message to exist. Is it trying to get you to buy something, take action,
or believe a certain way?
Appeals
This is the type of reasons and evidence being used to support a point. The three appeals are
logos, ethos, and pathos.
Logos
The appeal dealing with logic, reason, and scientific fact. Mathematics and numbers fall under
logos. These are facts that cannot be argued; they are solid truths. (Root word: logic)
Pathos
This is the appeal dealing with emotions. Usually, this is compassion and human connection, but
it can sometimes be anger, sadness, or fear. (Root word: path: “sympathy,” “empathy,”
“psychopath.”)
Ethos
This can be the trickiest appeal to understand because it refers to three things:
1. Ethics and morals; right and wrong.
2. Laws, rules, and policies (key word: “should.”)
3. A speaker’s credibility
Unlike logos, ethos are things that can be discussed. There is no true, provable ethos; this is
something that comes down to perspective. (Root word: ethics)