Rhetoric (from Greek ῥήτωρ, rhêtôr, orator, teacher) is generally understood to be the art (Latin) or technique (Greek) of persuasion through the use

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2 Rhetoric (from Greek ῥήτωρ, rhêtôr, orator, teacher) is generally understood to be the art (Latin) or technique (Greek) of persuasion through the use of oral, visual, or written language.

4 Rhetoric in Ancient Greece: The Sophists sophist - a man who focuses on style and presentation and manipulates the truth for financial gain.

5 The Romans Discussions in senate

The three means of Persuasion Pathos Aristotle Logos Ethos Pathos: Emotional Appeal Appeals to the heart Appeals to Negative Emotions: Fear, Discrimination, Revenge Appeals to Positive Emotions:

6 The three means of Persuasion Pathos Aristotle Logos Ethos Pathos: Emotional Appeal Appeals to the heart Appeals to Negative Emotions: Fear, Discrimination, Revenge Appeals to Positive Emotions: Love, Charity, Brotherhood, Sympathy Passionate Sentimentality Uses imagery Figurative language Carefully constructed sentences. Logos: Logical Appeal How the argument is supported Facts Statistics Examples Research Quoted authorities Cause and Effect information Analogies or comparisons Common sense information Shared values Precedents Ethos- Ethical Appeal or Credibility Appeals to the conscience, ethics, morals, standards, values, and principles. Author or speaker tries to convince you he is of good character. Qualified to make his claims. Cites relevant authorities. Quotes others accurately and fairly.

7 Pathos (Emotional appeal) An appeal to positive emotion like happiness.

8 Pathos (Emotional appeal) An appeal to negative emotion like fear and guilt 8

9 Pathos (Emotional appeal) An appeal to negative emotion like fear and guilt

10 Logos (Rational appeal) An appeal to logic or reason using statistics or "straight facts".

11 Ethos (Moral appeal) An appeal to credibility or character which will try to convince you that the company is more reliable, honest, and credible; therefore, you should buy its product. Often, a celebrity endorses a product to lend it more credibility.

12 Persuasive Advertising Techniques

13 High quality Low price Long life Performance Ease of use Rational appeal Economy/ Value for money Scientific Evidence

14 High quality

15 Low price

16 Long life

17 Performance

18 Ease of use

19 Economy/ Value for money

20 Scientific Evidence Scientific Evidence uses the paraphernalia of science (charts, graphs, etc.) to prove something that is often bogus. Statistics and factual information can be used to prove the superiority of the product.

21 Emotional Appeals Personal Safety/Security Fear Love/ Affection Humor Happiness/ Joy Nostalgia/Sentiment Excitement Sorrow/grief Pride/Achievement/ambition Self-esteem/ Actualization Pleasure/Comfort Sex

22 Security The commercial draws on viewers' fears that their jobs, families, or lives may be in danger if they don't buy the product.

23 Fear

24 Message appeal Fear Advertising Psychology 24

25 Fear Advertising Psychology 25

26 Love/affection Using sentimental images (especially families, kids and animals) to sell products.

27 Humor Humor is a powerful tool of persuasion. If you can make people laugh, you can persuade them.

29 Humor Advertising Psychology 29

30 Happines s/ Joy

31 Nostalgia

32 Excitement

33 Sorrow/ Grief

34 Pride/ achievement

35 Self- esteem

36 Pleasure/ Comfort 36

37 Sex Sells Using sexually charged images to sell a wide variety of products.

38 Emotional Appeals Social Recognition Status Respect Involvement Embarrassment Affiliation/belonging Rejection Acceptance/Approval

39 Recognition

40 Status/Snob Appeal Arouses the desire to achieve status or wealth or to feel superior.

41 Respect

42 Involvement

43 Embarrassment

44 Affiliation belonging

45 Rejection

46 Acceptance /Approval

47 Plain Folks Uses images of people "just like themselves."

48 Bandwagon Everyone is doing it or in this case buying it; in with the popular crowd.

49 Individuality/Anti-Bandwagon The commercial tells viewers to think differently; celebrate their own style; and rebel against what everyone else is saying, doing, or buying.

50 Speed Vitality Liveliness

51 Warm & Fuzzy Using sentimental images (especially families, kids and animals) to sell products.

52 Beautiful People Using goodlooking models in ads to suggest we ll look like the models if we buy the product.

Message appeal Dominanc e Advertising Psychology 53 In July 2006, Sony promoted the release of its new white-cased PlayStation Portable with an ad that played on the dominance of white over black

53 Message appeal Dominanc e Advertising Psychology 53 In July 2006, Sony promoted the release of its new white-cased PlayStation Portable with an ad that played on the dominance of white over black cultures. It featured an angry white woman aggressively grabbing a black woman's face. The tagline was "White is coming." This campaign was reflective of the video game trend toward violent and racist themes.

54 Celebrity endorsement / Testimonials A claim by a celebrity or someone of authority that the product is good or good for you.

55 Source Credibility Attractiveness Gender

56 Source Credibility Attractiveness Gender

57 Moral appeal Difference between Right Wrong

64 Persona Appeals to Audience Context Intention Genre The five Keys

65 Key 1: Understanding Persona To make oneself trustworthy

66 Key 2: Understanding The Appeals To The Audience

67 Key 3: Understanding Context How society impacts the subject of a text Key 3: Understanding Context How society impacts the subject of a text helps the audience to understand their position to connect positively with his or her argument.

68 Key 4: Understanding Intention What is the purpose of the text? Is it To persuade To call to action To entertain To inform Key 4: Understanding Intention Intention = Purpose what the writer or speaker wants the audience to believe or do after hearing or reading the text. What is the purpose of the text? Is it To persuade To call to action To entertain To inform

69 Key 5: Understanding Genre audience + purpose What is the most appropriate way to produce the text?

71 Figures of Rhetoric Alliteration: repetition of the same sound beginning several words in sequence. *Let us go forth to lead the land we love. J. F. Kennedy, Inaugural *Viri validis cum viribus luctant. Ennius *Veni, vidi, vici. Julius Caesar

72 Analogy In rhetoric, reasoning or explaining from parallel cases. A simile is an expressed analogy; a metaphor is an implied one. "MTV is to music as KFC is to chicken." (Lewis Black) "Memory is to love what the saucer is to the cup." (Elizabeth Bowen, The House in Paris, 1949)

73 Simile A figure of speech in which two fundamentally unlike things are explicitly compared, usually in a phrase introduced by like or as. "Life is like an onion: You peel it off one layer at a time, and sometimes you weep. "Good coffee is like friendship: rich and warm and strong."

74 Metaphor Implied comparison achieved through a figurative use of words not in its literal sense. "Memory is a crazy woman that hoards colored rags and throws away food. "Life is a zoo in a jungle. "I can mingle with the stars, and throw a party on Mars; I am a prisoner locked up behind Xanax bars." (Lil Wayne, "I Feel Like Dying")

75 Tenor & Vehicle Tenor - underlying idea or principal subject or 'the original idea' Vehicle - the image which embodies the tenor or 'the borrowed one. Life is a dream. Tenor Vehicle

76 Dead Metaphors "Many metaphors have been literalized into everyday items of language: Eg. a clock has a face, and on that face are hands Broadcast means sowing seeds by throwing it so that it dispersed evenly

77 Allegory The rhetorical strategy of extending a metaphor through an entire narrative so that objects, persons, and actions in the text are equated with meanings that lie outside the text.

78 "There are obvious layers of allegory [in the movie Avatar]. The Pandora woods is a lot like the Amazon rainforest The attempt to get the Na'vi to 'cooperate' carries overtones of the U.S. involvement in Iraq and Afghanistan." (Owen Gleiberman, review of Avatar. Entertainment Weekly, Dec. 30, 2009)

79 Irony The use of words to convey a meaning that is the opposite of its literal meaning. In the age of irony, even the most serious things were not to be taken seriously. Movies featuring characters who "see dead people" or TV hosts who talk to the "other side" suggested that death was not to be seen as real. (Roger Rosenblatt, "The Age Of Irony Comes To An End," Time magazine, September 16, 2001)

80 Hyperbole A figure of speech (a form of irony) in which exaggeration is used for emphasis or effect; an extravagant statement. "Ladies and gentlemen, I've been to Vietnam, Iraq, and Afghanistan, and I can say without hyperbole that this is a million times worse than all of them put together." (Kent Brockman, The Simpsons)

81 Litotes A figure of speech consisting of an understatement in which an affirmative is expressed by negating its opposite. The workers were hardly cheering when they were told that the plant would be closing down "I cannot say that I think you are very generous to the ladies.

82 Synonym & Antonym Synonym - A word having the same or nearly the same meaning as another word. "Relax? I can't relax! Nor can I yield, relent, or... Only two synonyms? Oh my! I'm losing my perspicacity! (Lisa, The Simpsons) Antonym - A word having a meaning opposite to that of another word. "You always pass failure on the way to success."

83 Periphrasis A roundabout description of something verbose or wordy. bananas - 'elongated yellow fruit. Beaver - 'the furry, paddle-tailed mammal. Florida tangerines - 'that zipper-skinned fruit.'

84 Metonymy Substitution of one word for another which it suggests. The suits on Wall Street walked off with most of our savings. The pen is mightier than the sword. The White House asked the television networks for air time on Monday night.

85 Synecdoche Understanding one thing with another; the use of a part for the whole, or the whole for the part. (A form of metonymy.) Give us this day our daily bread. Matthew 6 I should have been a pair of ragged claws Scuttling across the floors of silent seas. T. S. Eliot, "The Love Song of J. Alfred Prufrock" India won three gold medals. (Instead of, The members of the Indian boxing team won three gold medals.)

86 Euphemism A euphemism is a substitution of an agreeable or less offensive expression in place of one that may offend or suggest something unpleasant to the listener. Ex. Slender Skinny Died Passed away Downsized Fired.

87 Euphemism curvy, fluffy, full-figured or heavy-set instead of 'fat' lost their lives for 'were killed' restroom for toilet room in American English (the word toilet was itself originally a euphemism) sanitary landfill for garbage dump (and a temporary garbage dump is a transfer station), also often called a Civic Amenity in the UK ill-advised for very poor or bad pre-owned vehicles for used cars a student being held back a grade level for having failed or flunked the grade level correctional facility for prison

88 Dysphemism The substitution of a more offensive or disparaging word or phrase for one considered less offensive. Snail mail Idiot box Dead tree edition

89 Why is the author writing?

90 THANK YOU

RHETORICAL DEVICES. Rhetoric: the art of effective, persuasive speaking or writing

RHETORICAL DEVICES. Rhetoric: the art of effective, persuasive speaking or writing RHETORICAL DEVICES Rhetoric: the art of effective, persuasive speaking or writing Ethos, Pathos, and Logos are terms coined by the Greek Philosopher Aristotle (they are also known as the Aristotelian Appeals)