This document discusses rhetorical analysis and persuasion. It defines rhetoric as the study of effective speaking and writing, and the examination of persuasive techniques. It outlines Aristotle's three rhetorical appeals of logos, ethos, and pathos. The document then discusses the rhetorical situation, elements of rhetorical theory like audience and discourse community, and the five canons of rhetoric. It provides guidance on conducting rhetorical analysis, such as considering the author's credibility, evidence, language choices, and more. The goal of rhetorical analysis is to study how texts influence audiences.

1. Understanding and Using Persuasive Modes
of Oral and Written Communication
Vicki LeQuire ~ English Department, Appalachian State University
Plato and Aristotle depicted in The
School of Athens by Raphael (1509-1511)
Apostolic Palace, Vatican City

2. What is Rhetoric?
• Rhetoric is a primarily verbal,
situationally contingent, epistemic art
that is both philosophical and practical
and gives rise to potentially active
texts (Covino and Jolliffe, RC-24).
• The study of speaking and writing
effectively
• The examination of persuasive
techniquesAristotle by Rembrandt (1653)
Metropolitan Museum of Art

3. One of the most powerful
thinkers in history
Asked series of questions to
show that people hold
many contradictory
opinions
Question-and-Answer
approach is known as the
Socratic Method
Originally named Aristocles
A student of Socrates, who
gave him the nickname
Plato
Founded a school called The
Academy in 387 B.C.E.
The Academy lasted
approximately 900 years
Studied at Plato’s Academy
After Plato’s death, Aristotle
opened his own school in
Athens called the Lyceum.
“It is the art of an educated
mind to be able to entertain
a thought without accepting
it.”
469-399 BCE 427-347 BCE 384-322 BCE

4. Aristotle’s Rhetorical Appeals
•Logos – The appeal to logic
•Ethos – The appeal to ethics
•Pathos – The appeal to emotions
Aristotle (lifetime bust), Artist
Unknown (1st c. CE)
Acropolis Museum, Athens, Greece

6. Elements of Rhetorical Theory
• Rhetorical Situation
• Exigence, Audience, Rhetorical
Constraints
• Used to create a text, or created
by a text?
• Audience
• Primary or Subsidiary /
Immediate or Mediated
• Discourse Community
• Pisteis, or means of persuasion
• Ethos, Logos, Pathos
• The Five Canons of Rhetoric
• Invention
• Arrangement
• Style
• Memory
• Delivery

8. Academic Argument
• Takes a stand
• Presents evidence
• Uses logic

9. What is Rhetorical Analysis?
• A text is potentially active when the rhetor intends it to do
something, to affect or change the auditors’ minds or actions or
environments.
• Rhetorical analysis is the study of whether and how texts actually
do affect, influence, or change auditors (Covino and Jolliffe, RC-
27).
• Examines the effectiveness of an argument rather than the topic
of the argument

10. Examine
the
credentials
and bias of
the author
Examine
the
evidence
presented
Consider
the
audience
Ask what
rhetorical
strategies
are at
work
Ask
questions
about
what is
included
or
omitted,
what
works or
doesn’t
Consider
the
rhetorical
situation
or
context
Consider
the
language
choices
of the
author
Examine
the Five
Canons
of
Rhetoric

11. Journal: Rhetorical Analysis Prewriting
•As we work through the remaining lecture
slides, refer to the article(s) you selected
for analysis and create a detailed list of
answers to the following questions.

12. The Rhetorical Situation or Context
• All communication exists within certain parameters (time,
circumstance, audience)
• Ask questions to determine the rhetorical situation or
context in which the essay was written
• When was the article published and in what publication?
• What event has occurred which makes this a publishable topic?
• Why is the author writing about this topic at this time?
• To what or whom is the author responding?

13. Ethos in Action
Who is the
author, and
what are his or
her credentials?
Does the writer
demonstrate
knowledge of
the subject?
What steps are
taken to
present the
argument as
reasonable?
Does the
argument seem
fair?
Do the sources
seem both
reliable and
credible?
Does the writer
include proper
documentation?
Does the writer
show respect
for opposing
viewpoints?

14. Logos in Action
Is there a clear thesis / easily recognizable main idea?
Are there facts, examples, and expert opinion to support the thesis?
Is the article well organized in a logical order?
Are there errors in logic?

15. Pathos in Action
Does the
argument include
words or images
designed to move
readers?
Does the
argument use
emotionally
loaded language?
Does the
argument include
vivid descriptions
or striking
examples used to
appeal to
emotions?

16. Examining Rhetorical Choices
• What choices in persuasive technique has the author made?
• What choices in supporting sources has the author made?
• What choices in language has the author made?
• What choices in inclusion or exclusion of detail,
opposing opinion, and logic has the author made?

17. The Five Canons of Rhetoric
• Invention
• Deals with strategies used to get ready to write – research, prewriting, outlining, etc.
• Arrangement
• Is the arrangement of the article effective and easy to navigate? Does it meet the standards of
the field for which it is written?
• Style
• What style techniques are employed – sentence structure, writing style, imagery, emotionally
loaded language, tone, etc. – and are these techniques effective? Are they in keeping with the
standards of writing in the discipline for which it is written?
• Memory
• Deals with memorization of ideas in its simplest form, but also deals with finding a place for this
work within our collective memory
• Delivery
• Refers to the delivery methods of the text – online audiences, academic journal, textbooks,
oration, etc.

18. Writing the Introduction
• Introduce the author and the text in the opening paragraph
• Include the author’s background
• Discuss the author’s credentials and bias
• Develop a thesis statement which focuses on the
effectiveness of the argument, not on the topic of the
article

19. Writing the Second Paragraph
• Briefly summarize the text
• Provide background information on the topic
• Discuss the rhetorical situation or context

20. Writing the Body Paragraphs
• Discuss the author’s rhetorical strategies
• Discuss the validity of the evidence
• Discuss what has been omitted, what works and what
doesn’t
• Discuss the language choices

21. Using Evidence from the Text
Topic Sentence – wherein you state your claim
about the argument
First Supporting Evidence from the Text
Second Supporting Evidence from the Text
Third Supporting Evidence from the Text
Discussion - wherein you build your argument for
the effectiveness of the work you are reviewing

22. Writing the Conclusion
• Reiterate the thesis statement
• Sum up your points about the effectiveness of the
article
• Write commentary that is smart, accurate, and
stylish to keep the reader’s interest

23. Questions for Discussion
• What does a rhetorical analysis actually do?
• What is your purpose in writing a rhetorical analysis?
• What types of evidence are you looking for in writing
a rhetorical analysis?
• How important is the topic of the argument?
• How important is your opinion?

24. Works Cited
• Kirszner, Laurie G. and Stephen R. Mandell. Practical Argument: A Text and
Anthology, 2nd ed. New York: Bedford/St. Martin’s, 2014.
• Ruszkiewicz, John J. and Jay T. Dolmage. How to Write Anything, 2nd ed.
NY: Bedford/St. Martin’s, 2012.
• Smith, Trixie G., Allison D. Smith, and Holly Hamby. Building Bridges through
Writing. Southlake, TX: Fountainhead Press, 2014.
• “Understanding Writing: The Rhetorical Situation.” The Purdue OWL. The
Purdue U Writing Lab, 2010. https://owl.english.purdue.edu/owl/