As part of CSE ass

1. Rhetorical
Communication
By
Ravivarman.SJ
Kerthiga.K
Gentil Anitha.C
Bharathi.T
MBA(DMS)
Pondicherry University

2. Introduction
• Rhetoric is a communication theory originally developed
by Aristotle as a means of challenging a number of
prevailing assumptions about what constitutes a effective
presentation.
• Aristotle’s definition of rhetoric : the available means of
persuasion.

3. Rhetorical Communication
• Rhetorical : the communicator gives thought to the
intended message and stimulates the receiver in a manner
designed to achieve a specific result.
• Rhetorical communication is simply a way to win over an
audience.

4. Examples
• The motivational or public speakers generally use this
type of communication.
• Generally in advertisements also it is used to influence
the audience and make them to buy their product.

5. Aristotle’s Three Appeals
• Each point of the triangle bears some responsibility for the
success of communication .
• It also corresponds to one of Aristotle three appeals( ie general
means of persuasion).
• Logos( Logic/Reason/Proof)
• Ethos(Credibility/trust)
• Pathos(Emotions/values)

6. Aristotle’s Three Appeals
Logos
Pathos Ethos
• Ethos(ethical appeal): Refers to the trustworthiness or credibility of
the writer or speaker.
• Pathos(emotional appeal):Persuading by appealing to the reader’s
emotions.
• Logos(logical appeal): Persuading by use of reasoning.

7. Rhetorical Communication Model

8. Cont…
• The three things to be considered before saying or writing
anything
• Source has to conceive his idea
• Determine the intention
• And determine what meaning it hoped to stimulate in
the receiver’s mind.

9. Process involved in Rhetorical
Communication
The Encoding Process
Transmission
The Decoding Process

10. Encoding Process
• The speaker should turn his ideas into something that the
receiver can understand.
• The words are carefully chosen according to it.

11. Transmission
• Primary channel may be written or oral.
• In some cases, the channel may be visual as well.
• For example Television ,Radios etc.

12. Decoding Process
• The decoding process mainly depends on the receiver and
the way he perceive things.
• The elements involved in perceiving,
• Hearing or seeing
• Interpretation
• Evaluation
• Response.

13. Other Elements That Determine Success or
failure
• Noise
• Interference to the sender message.
• Misunderstanding of the intended message by the
receiver .
• Feedback channel
• Helps the speaker to adapt according to the receiver
feedback which may increase the chances of success.

14. THANK YOU