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Definitions

Definitions. Invention is the process by which communicators adapt to an audience what they have determined to be fact or truth in order to accomplish a predetermined purpose. Rhetoric is the faculty of discovering in a particular case what are the available means of persuasions. The plan.

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Definitions

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  1. Definitions • Invention is the process by which communicators adapt to an audience what they have determined to be fact or truth in order to accomplish a predetermined purpose. • Rhetoric is the faculty of discovering in a particular case what are the available means of persuasions

  2. The plan • The destination • The path • Selective exposure? • Balance? (Molding the audience) • Later persuasion

  3. Goals • Forming an attitude • Strengthening an attitude • Changing an attitude

  4. Needed arguments • Finding your claim • Determining data • Determining warrant Audience credibility

  5. Basic argument based on source • Datum: I think… • Warrant: Source is credible • Based on: • Credibility of source

  6. Basic argument based on audience • Datum: … will happen. • Warrant: Audiences wants … • Based on: • Credibility of datum (No source attached) • Audiences desire

  7. Two-way argument • Datum: Because of (claim) • Warrant: (claim) is bad • Based on: • Credibility of source • Audiences desire • Basic argument • New claim

  8. Three-way argument • Datum: New source says (claim) • Warrant: New source is credible • Based on: • Credibility of source • Audiences desire • Basic argument • New claim • New source

  9. Audience analysis • Inseparable from argument generation: • More focus on certain arguments • Non-static: • Based on audience reactions - adaption • Problems: • Audiences that can’t be analyzed

  10. Reservations • Determine reservations: • Claim? • Datum? • Warrant? • Estimate probability • Early in the process • Too many reservations: Develop new argument • Develop counter-arguments.

  11. Topoi • Putting argument-generation in a system • Two types: • General topios • Topois for specific subjects • Apply every topoi to the subject • Evaluate upon the application

  12. Topoi of good and evil • Types • Courage • Beauty • Honor • Etc. • Application: • Apply to message. • Employ worthy arguments

  13. Topoi of Policy • Types: • Need • Inherency • Policy • Advantages • Counter plan • Application: • Apply to message. • Use all posibilities when generating message

  14. Topoi of Public Policy • Types: - Justice - Waste - Confusion - Security - Morality -Efficiency - Strength - Prestige - Destruction • Application: • Apply to message. • Employ worthy arguments

  15. Topoi of Fear and Pleasure • Types: • Rewards, Pleasure • Fear, Punishment • Application: • Rewrite argument to invoke either.

  16. Topoi of American values • List of American values. • Values, not opinions • Not used for Audience Analysis • General values change over time • Application: • Generating warrants based on topois.

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