Rhetoric is

•Speaking or writing
effectively

•Using words for a

purpose; often this
purpose is to
persuade.
 Purpose of Rhetorical Analysis

• To analyze arguments
of others.

• To learn how to write

your own arguments.
Aristotle taught there are 3 main
strategies in an argument

•Logos

•Ethos

•Pathos
 Rhetorical Chart

Author’s Purpose

Logos Ethos Pathos

The core of the rhetorical chart is purpose—What does the

author/speaker
cartoonist/filmmaker/advertiser want the reader/listener/viewer
to
Feel? Think? Do?
 LOGOS-Logical Argument
• Involves facts or
• Research
• Quoted authorities
• Cause and Effect information
• Analogies or comparisons
• Common sense information
• Shared values
• Precedents
 Pathos-Emotional Appeal
• Appeals to the heart,
• Emotions,
• Sympathy,
• Passions,
• Sentimentality,
• Uses imagery,
figurative language,
• Carefully constructed
sentences.
 Ethos-Credibility
• Appeals to the conscience, ethics,
morals, standards, values, and
principles.
• Author or speaker tries to
convince you he is of good
character.
• Qualified to make his claims.
• Cites relevant authorities.
• Quotes others accurately and
fairly.
 S P A M
• S= SPEAKER
• P= PURPOSE
• A= AUDIENCE
• M= MEDIUM
 5 Canons of Public Speaking
1. Invention
2. Arrangement
3. Style
4. Memory
5. Delivery