Chapter 22 - The Rhetoric

5 Canons - Invention

- Content - The discovery of convincing arguments - Creating the argument and content of speech

Discuss why Aristotle was skeptical about appeals to the emotions. What might his concerns tell us about Aristotle's view of the audience? Can you think of examples of speakers or speeches that might seem to validate some of his concerns about destructive appeals to emotion? Can you think of examples of speakers using pathos ethically?

- He argued that appeals to emotion should not be used to influence, distort or manipulate audiences' opinions - could tell us that Aristotle viewed the audience as easily manipulated and that emotion can have an influence on our behaviors and opinions or can lead to irrational decision making

After graduation, you land a job in your college or university's development office. Your first task is to design a fundraising campaign that targets recent alumni like yourself. Discuss how Aristotle's rhetorical appeals might help you shape your pitch. Why might that approach be useful?

- I would use ethos to set my credibility but stating that I am an alumni too so I know what I am talking about and know what people want/would be interested in. - I would use emotion (pathos) to convince and appeal to the audience in the sense that I can relate, and maybe story telling to explain why the money is needed and where it will be going to help. - Lastly, I may use facts and figures and explain logically, giving reasoning as to why they should donate

5 Canons - Delivery

- The coordination of voice and gestures - Audiences reject delivery that seems planned or staged - Naturalness is persuasive, artifice just the opposite

5 Canons - Memory

- The mastery and rehearsal of content - good speakers are able to draw upon a collection of ideas and phrases stored in the mind

5 Canons - Arrangement

- The organization of material for best impact

5 Canons - Style

- The selection of compelling and appropriate language use of metaphors

Rhetoric

- the art of using language effectively and persuasively - Discovering in each case all possible means of persuasion.

Rhetorical Proofs: Ethos, Pathos, Logos

Ethos (ethical)= Perceived credibility - how a member of the audience perceives a speaker's entire character based on the message and the way it's delivered Pathos (emotional) = the feeling the speech draws out of the hearers - refers to both positive and distressing emotional responses that a speaker tries to stimulate Logos (logical) = what seems reasonable to the audience - Appeal to logic

Be able to explain Cicero's five canons

The principal divisions of the art of persuasion established by ancient rhetoricians—invention, arrangement, style, delivery, and memory.

Identify the difference between Aristotle's three rhetorical appeals (ethos, pathos, logos).

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