Rhetorical Analysis
Definition
 The Greek philosopher Aristotle defined “rhetoric” as
“the facility of observing in any given case the available
means of persuasion”; NOTE: rhetoric does not, in itself,
have a negative connotation, even though it often does
today.
 Example: Consider a documentary film: every decision–
such as what lighting to use for an interview, what music
to play what to show and what to leave out– are
rhetorical choices based on what the filmmaker thinks
will be the most persuasive.
What a rhetorical analysis
examines:
 Because rhetoric is always situational, a rhetorical
analysis examines:
 Occasion– time and place the text was written or spoken
 Context– circumstances, atmosphere, attitude, events
surrounding the text
 Purpose– goal the speaker/writer hopes to achieve
Illustration
 Rhetorical Triangle (AKA the Aristotelian Triangle)
In a nutshell
 Look at SOAPS
 Subject
 Occasion
 Audience
 Purpose
 Speaker
Ethos Summary
 Credibility and Trustworthiness
 Establish shared values
 Explain your credentials
Logos Summary
 Details
 Examples
 Facts
 Stats
 Expert Testimony
 Clear reasoning
 Counterargument– concession AND refutation
Pathos Summary
 Appeal to emotions, values, desires, hopes, fears,
prejudices
 Think about connotation
 Tone
Political Cartoon:
Analysis of Rosa Parks Cartoon:
 Occasion: Death of Rosa Parks
 Speaker: Tom Toles, respected and award-winning political
cartoonist
 Audience: readers of The Washington Post, assumes his
audience shares as admiration and respect for Parks and
view her passing as the loss of a public hero
 Context: memorial for a well-loved civil-rights activist
 Subject: Rosa Park’s legacy
 Ethos– respect for Parks, his own reputation
 Pathos– devout Christian about to enter Heaven
 Logos– “Holding [the front row] open since 1955”– logic
appeal to historical moment of refusing to sit in the back of
the bus
Let’s try this out: Ad from US Dept. of Transportation
Federal Highway Administration
Occasion:
Speaker:
Audience:
Context:
Subject:
Ethos:
Pathos:
Logos:
Analyzing an article, Questions to
Explore:

1. What is the purpose of this argument? What does it hope to achieve?

Who is the audience for this argument?

What appeals or techniques does the argument use– ethos, pathos, logos?

Who is making the argument? Trustworthy? Respected? Biases? What other things has the
author written? Contributers/funding?

What authorities does the argument rely on or appeal to?

What facts are used in the argument? How is the evidence arranged and presented?

What claims are advanced in the argument? What issues are raised and which are ignored?

What are the contexts– social, political, historical, cultural– for this argument? Whose
interests does it serve? Who gains or loses by it?

How does the language or style of the argument work to persuade an audience? Are key
abstract terms defined clearly?

Does it treat the audience fairly and honestly, with respect and attempt to draw upon shared
values?

Are all ideas solidly linked and all promises from the thesis fulfilled?

Have they incorporated and documented their sources?