The study of the antique concept of Rhetoric for today's interconnected, social media fueled world of viral communication.

1. Rhetorical Devices

3. rhet·o·ric
• ˈretərik/
• noun
• the art of effective or
persuasive speaking or
writing, especially the
use of figures of speech
and other
compositional
techniques.

4. Classical Techniques

5. Videos
• http://www.youtube.com/watch?v=6egBSZN5
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• http://www.youtube.com/watch?v=LwOTGeR
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6. Rhetorical Devices
• Metaphor
• Analogy
• Simile
• Irony
• Story telling
• Sonic

7. Altered signification devices
• Devices of altered
signification shift the
meaning of words.
• Metaphor directly says
something is something
else. For example, "his
beard was a lion's mane".
• Simile is a gentler form of
metaphor which tends to
use "as" or "like" to
compare something to
something else. For
example, "his beard was like
a lion's mane."

8. Sonic devices
• Sonic devices depend on sound.
• Alliteration is the use of a stream of
words with the same first phoneme,
only interrupted by grammatically
required words (e.g. a(n), the, to, for,
by, etc.). It is used for emphasis,
suggesting a humorous or even
threatening tone..
– The zoo kept several selfish seals.
– I hate that heartless heathen.
• Assonance is the repetition of a
similar set of vowel sounds. It is used
to emphasize intensity, mood, and
imagery, among others.
• Cacophony is the use of words with
harsh consonants, usually at the
beginning of a word.
– KitKat
– pauper
– cacophony

9. Sonic devices
• Onomatopoeia is the use of
words that attempt to emulate a
sound. When used colloquially, it is
often accompanied by
multiple exclamation marks and in all
caps. It is common in comic strips and
some cartoons.
– thwap - lying down carelessly;
dropping a pile of papers or books
carelessly
– kaboom - exploding
– ding-dong - ringing a doorbell
– plop - sitting/lying down carelessly
(also a verb: “Plop down on the
couch.”)
– bang - exploding; shooting a powerful
gun
– clap
– shoosh - an individual shooshing
another

10. Aristotelian Categories
• Logos: is the use of logical
ideas to appeal to the
audience (sometimes
through use of a "logo").
• Pathos: is an appeal to the
audience's emotions.
• Ethos: describes the guiding
tenets that characterize a
community, nation, or
ideology; it may also appeal
to the author's credibility. It
is an appeal based on the
character of the speaker.

11. Aristotle

12. Alexander the Great and Aristotle

14. • Audience
• Purpose
• Message
• Speaker
• Context

18. Writing & Rhetoric