Custom written essay

1. Running Head: PRINCIPLES OF RHETORIC 1
Principles of Rhetoric
Name:
Institution Affiliated:

2. PRINCIPLES OF RHETORIC2
Introduction
Rhetoric is defined as the art of communication or discourse that seeks to enhance the
way speakers or writers convey information, persuade or motivate certain audience segments. It
has been pivotal in the European historical culture and traditions. It draws most of its influence
from Aristotle (Carruthers, 1998). Aristotle first put it in perspective by citing its correlation to
politics and logic. He thus concluded that rhetoric is the art or faculty of looking into any given
form of persuasion. It thus can be said that the rhetorical strategies are part of approaches that
enable discovering, understanding and enhancing arguments through specific and definable
situations.
Aristotle as aforementioned established the first rhetoric tools in analyzing literature,
which is namely, pathos, logos, and ethos. Logos solely focuses on the rationality of an
argument. It is heavily founded on establishing facts or truths in a speech or composition. Pathos,
on the other hand, delves into the emotional audience appeal. The pathos is essential as they
ensure an argument incorporate passion into a speech (Beale, 1987). Ethos, as the last strategy
established by Aristotle dwells on credibility appeal in any argument or literal text. Ethos enables
an argument to be established if it passes the credibility test. The strategies are crucial in the
study of rhetoric, however, they only cover a small section of the rhetoric. Apart from the
strategies, there are five active principles that are underpinned in the study of rhetoric. These are
namely invention (inventio), arrangement (dispotio), style (elocutio), memory (memoria) and
pronunciation (delivery).The codification of the five was initiated to ensure that various
traditional tasks surrounding rhetoric could be analyzed.
Invention

3. PRINCIPLES OF RHETORIC3
Invention or Inventio is the first principle of rhetoric. It seeks to discover or establish
arguments in a systematic manner. Invention is thus used by a speaker to develop and form an
efficient argument. It is said to be the first key step in creating or generating argumentative ideas
that are compelling and convincing (Crowley & Hawhee, 1999). It is highly interrelated to the
other four rhetoric principles. The purpose of the invention is to investigate possible avenues in
which proofs can be arrived at in any possible argument. Its main purpose is to provide writers
and speakers with sets of ideas or terms that aid in the composition of arguments that qualify for
a rhetorical scenario. The first aim of the invention principle is to determine systematic
techniques or strategies that will be pivotal in ensuring individuals (writers and speakers) draw
essential details from their observation and memory to make their work content full of depth.
The next step is ensuring that writers or speakers arrive at the “voice” in writing and establish
their individuality in their discourse. Without the invention, speakers or writers can easily veer
off from their core topic or theme in an argument (Crowley & Hawhee, 1999). This is dubbed as
the “lack of subject matter” which was frowned upon by even Plato. He looked down upon
sophists who relied on the other brilliant rhetorical facets to pursue an argument that was
founded on empty rhetoric. It is such instances that prompted scholars such as Aristotle to
establish the need for correlation between rhetoric and reason. The dialectic reasoning, as
Aristotle dubbed it, pursues establishing the discovery of universal facts or truths. Rhetoric, on
the other hand, pursues the clarification and communication of these principles to others.
To appreciate invention as a canon of rhetoric, there is a need to focus on the topoi or
information source. The sources or topic are categorized into two, special and common. In the
common category, information is derived from laws, contracts, comparisons, witnesses, division
of things, definitions of things, cause and effect, et cetera (Lausberg, Orton &Anderson, 1998).

4. PRINCIPLES OF RHETORIC4
The special group is founded on scientific facts, statistics and other hard evidence. The two
sources are instrumental in the structuring of arguments. Topoi or topics further enable the
formulation and conceptualization of singular but declarative thesis to direct an argument or
assertion. Pundits have established four conventional topics that are can be used against the
thesis. Definition, background information, significance and testimony are four topics that can
guide the invention of an argument. Definition, in this instance, is the creation or crafting of a
thesis by taking an idea or fact and explaining it by establishing its nature. What definitions
revolve around the question was it/what is? Background information delves in the illusion to
differences and semblances of ideas or details brought about by the thesis. Significance dwells in
the phenomenon of interest using a cause and effect pattern while at the same time establishing
probabilities of patterns that have been previously discovered (Carruthers, 1998). Testimony, on
the hand, focuses on the credence of the assertions or linkage of an assertion to a trustworthy
authority.
Arrangement
Arrangement or Disposition as the second principle of rhetoric centers on the creation
and delivery of writing and speeches (Neel, 2013). A writer or an orator has to understand how
best to select various claims or arguments and organize them into an efficient discourse. Under
this principle, various organizational schemes for arguments have been created by prolific literal
heads such as Aristotle, Quintilian, and Cicero (Neel, 2013). In Aristotle’s case, there should be
first a statement of the case. The orator or writer should first offer a precise assertion that will be
the basis of his or her whole argument. The next and final step is proofing of a case. The orator
or writer ought to have sound facts to support his or her statement or claim. This is greatly
observed in the courts of law. A prosecutor will be keen on first declaring charges that he deems

5. PRINCIPLES OF RHETORIC5
fit in a case. He then backs the statement with the requisite facts and evidence to ascertain that
his claims hold. Aristotle further hinted that in practice arguments or any literal discourse ought
to have an explicit introduction and backed by the conclusion. Other rhetorical writers after him,
namely Quintilian and Cicero formulated a six-step arrangement or organizational scheme.
In the latter organizational scheme, the first step, exordium or introduction sees to it an
orator or speaker provides the relevant information and the main argument. The second step
involves the narrative or statement of the case. Under this step, the orator or writer provides the
thesis of the issue at hand. The outline of the major points of argument is the third part of the
organizational scheme. The issues in a claim are highlighted as well arguments and the order
they are set to surface. Confirmation or proof of case follows next. According to Cicero,
confirmation seeks to ensure that the material provided in the preceding stages is validated.
Confutatio or argument refutation is the second last stage of the organizational scheme (Neel,
2013). Under this stage, the orator or writer anticipates that certain sections of the audience that
may disagree with his position and hence the need to incorporate opposing points to the original
assertion. Lastly, perforation or conclusion acts the summary of the arguments as well as a
chance for the rhetoric to appeal to the sympathy or consideration for himself from the audience.
Style
Style or Elocutio is the third principle of rhetoric. The principle focuses on the stylistic
devices that are key to advancing an argument. In the classical rhetoric, style is established in
three levels or categories plain (subtle or attenuate), middle (robusta or mediocre) or high (gravis
or florida) (Carruthers, 1998). In classic rhetoric, writes or orators were urged to align their style
to the content and audience. The key ingredients to achieving an effective style, according to
ancient authors, are founded on correctness, appropriateness, clearness and ornament.

6. PRINCIPLES OF RHETORIC6
Correctness, in this case, is anchored in purity. This means a style should incorporate good and
standard grammar. Appropriateness, on the other hand, should focus on ensuring an argument is
styled in the most befitting way to its subject matter and target audience. Clearness as another
style ingredient delves in rhetors using words that can be easily deciphered or understood
coherently by those they target in their discourse. Ornament, as the last element, focuses on the
unusual or extraordinary use of language. It has various broad categories namely: tropes, figures
of thought, and figures of speech.
Memory
Memory or Memoria in its entirety observes the essence of recalling discourse
arguments. Though a minor principle, memory has been portended by many pundits as an
essential arsenal for orators. Outline as part of the arrangement principle is said to play a pivotal
role in enhancing memorization. Rhetors can further incorporate the aid mnemonic device to
enhance memorizations (Carruthers, 1998). In certain instances, memorization requires rhetoric
to have a command of a wide knowledge to create room for improvisation, a rebuttal of
arguments and even respond to queries leveled by other parties in a discourse. In the past, the
oration was established in dialogues and debates it was thus instrumental for one to have varied
knowledge on various subject matters. In the current contemporary society, discourse is one way
and hence the overreliance on rote memorization by many.
Notably, there are three elements of the memory principle. The first one denotes the
memorization of one’s speech as one of the elements. This means that a rhetor ought to learn to
commit his or her speech to memory. Despite the technological advances made in the effort to
enhance speech delivery, greater keenness should be placed on speech memorization. It sets
apart effective rhetors from the rest (Carruthers, 1998). The second element happens to be

7. PRINCIPLES OF RHETORIC7
making a speech memorable. The remembrance of a speech is anchored on the need to ensure the
audience remembers the speech. Orators should invest in making a speech captivating by using
the necessary oratory tools and cues. The last element is incorporation of rhetorical resources or
fodder. A rhetor should focus on facts, quotes, or anecdotes that can give the speech credence
and purpose.
Pronunciation
Pronunciation is the last principle of rhetoric. It aims at delivery of a rhetor’s oratory. The
principle looks into the use of gestures and voice in the effective delivery of the speech. Aspects
such as voice modulation (pitch and volume), diction, and emphasis are integral under this
principle. Physical elements are also observed in the delivery of the speech. Stance, posture,
gestures and facial expressions are just but of the many physical attributes that many orators use.
For writers, pronunciation manifests itself in the use of correct grammar and punctuation. This is
intended to ensure that at the end of the day proper delivery of subject matter to the intended
audience (Carruthers, 1998). Fundamentally, delivery is not only limited to oration but to also
paintings, photographs or movies.
Conclusion
The principles of rhetoric are essential in ensuring an orator writer understands how well
to structure and deliver content. The principles are five in number: invention (invention),
arrangement (dispotio), style (elocutio), memory (memoria) and pronunciation (delivery).
Invention or Inventio is the first principle tasked with establishing arguments in a systematic
manner. Arrangement or Dispotio as the second principle of rhetoric focuses on the creation and
delivery of writing and speeches. Style or Elocutio is the third principle of rhetoric. The principle

8. PRINCIPLES OF RHETORIC8
focuses on the stylistic devices that are key in advancing an argument. Memory or Memoria in
its entirety observes the essence of recalling discourse arguments. Pronunciation is the last
principle of rhetoric. It aims at the delivery of a rhetor’s oratory. The principle looks into the use
of gestures and voice in the effective delivery of speech.

9. PRINCIPLES OF RHETORIC9
References
Beale, W. H. (1987). A pragmatic theory of rhetoric. Carbondale: Southern Illinois University
Press.
Carruthers, M. J. (1998). The craft of thought: Meditation, rhetoric, and the making of images,
400-1200. New York: Cambridge University Press.
Crowley, S., & Hawhee, D. (1999). Ancient rhetorics for contemporary students. Boston: Allyn
and Bacon.
Lausberg, H., Orton, D. E., & Anderson, R. D. (1998). Handbook of literary rhetoric: A
foundation for literary study. Leiden: Brill.
Neel, J. P. (2013). Aristotle's voice: Rhetoric, theory and writing in America. Carbondale:
Southern Illinois University Press.