(from COMS361 class notes - Summer 2002)

Rhetoric - the art of persuasive speaking/writing -> ethos, pathos, logos
   -> advertising
   -> visual rthetoric

3 Tools of Rhetoric
====================
(see individual points for more details/notes)
Ethos: credibility, character
       - your appearance
       - take the audience seriously
       - eye contact
       - tone of voice, vocabulary
       - align with something credible (if possible)
       - speed of speech
Pathos: emotion - too much emotion will make arguments flawed
        - visualization
        - repetition (imagine ...; imagine ...; imagine ...; imagine ...;)
        - short sentences for strong point
Logos: logic -> plot/skeleton
       - statistics - shows scientific evidence
       - facts - builds credibility
       - definitions - ensures speaker and audience is on "same page", know
                       what talking about, audience don't make assumptions
       - cause and effect - often give cause at beginning, then using other
                            logos, pathos, ethos, develop arguments, and
                            give effect at end
       - opinion - experts' opinions
       - examples - easy to find in writings
       - analogy - historical, literal (compare two items in same category),
                   figurative (ie, metaphor)
       - scientific observation
       - inductive, deductive reasoning -- since hard to study
                      |-> Sherlock Holmes, logical reasoning
      - logos is related to pathos, eg. in engineering, facts and discoveries
          that relate to people's lives

- move from the least to the most important  arguments
- usually (Martin Luther King Jr., Jane Gooddall) end with mixed args, then
  lastly strong pathos
- eg. put picture up for a long time, don't  talk about it till very end
- to make speech interesting: include the auudience
  - eg. children (on talking about vegetarianism): stuffed animals, arts and
        craft; senior citizens: the benefits and stats of vegetarianism
- avoid information overload (to avoid tune--out)
- give framework for organization -> whole ppicture so audience knows what to
  expect
- move from simple to complex
- move from what audience knows to what is nnot known
- ask rhetorical questions for transition beetween topics (Jane Goodall) and
  to catch attention
- if expecting input, coach audience as ask  questions (eg. nod - "right?",
  raise hands - "raise your hands. How many people ...?"
- have a THESIS STATEMENT

Speech of Persuasion
---------------------
- need to take into considersation of audiennce's values
- an indicator of what you feel -> good or bbad
                                -> just or unjust
                                -> ethical or unethical
- beliefs - conviction in existence of sometthing
              |-> relates to how they behave
          - can use them as analogies
- attitudes - tendance to act in a certain wway
            - can be changed
           |-> call to action - eg. "go buy this now, it won't be on sale now"
                              - be sepcific
                 - be specific in call to action - "call your MLA now"

Persuasion - a question of fact, or
           - a question of policy, or -> what should be done, what law should
           - a question of value                                    be changed

Essay of Persuasion
--------------------
- first build up ethos
- thesis statement
- can us "I"
- associate yourself with the audience
- use rhetorical question - audience must reespond
- use repetition (word or phrase)
(- use short sentences for emphasis; mix long and short sentence) <- we do
                                                                this naturally
- need some kind of persuasion (in speech annd essay) -> visualization
- persuasion = pathos
- use transitional statements
- don't use quotes that sums up your point bbut further yours

/\Notes_____________
\/ŻŻŻŻŻ
- rhetoric is a form of power
- status of thought
- ideally, want to change people's behaviourr (through rhetoric)

Rhetorical Analysis
====================
systematic way: find 1) purpose
                     2) point/thesis statement
                     3) audience

4 Main Issues of Rhetoric
==========================
1. Discourse - utterance, set of rules that govern utterance
2. Knowledge - related to power
3. Media - means/channel of communication
4. Power

Aristotle
==========
- prominent Aristotlian location/situation:  court
- dialectic - in dialogue form
- must control anger within you but make angger in your audience to motivate
  them to do something

Aristotle Rhetoric
-------------------
 1) Invention - discovering arguments ~=Richards
 2) Dispositio - arrangement
 3) Elocutio - style
 4) Memory
 5) Pronunciatio - performance

New Rhetoric - I.A. Richards
=============================
New Rhetoric: 1) Mastery of the fundamental laws of language
              2) Study of misunderstanding and its remedies
              3) Rhetoric is the centre of understanding

4 Aspects of New Rhetoric <=> Richard's how-to
--------------------------
 1) Context theorem of meaning - the past determines current situations,
      thermometer vs. meteorologist where put temperature in context
 2) Interanimation - like above but for words, everything based on context,
      words dependent on surrounding ords to give them meaning
 3) Proper meaning superstition - words have many meaning depending on context
 4) Metaphor - language is metaphor, communication is metaphor

- to summarize Richards: speak in context

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Citation
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MLA format
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- 3 lines or less: "...," (author's_last_namme page_number)
  - eg. "...
         ...
         ...," (Jones 38)
- over 3 lines: ... ... your text ...... :
                -> -> ... citation .. ..
               2 tabs ... ... ... ... ..
                      ... ... ... ... ..
                      ... ... ... ... .. (Jones 64)