Rhetoric: The power of language

Rhetoric: The power of language Key Terms

What is rhetoric? Rhetoric is language that is designed to influence us. We are constantly bombarded with rhetoric, and language is a powerful tool for those who know how to use it to influence others. We will familiarize ourselves with a variety of rhetorical techniques in order to become more critical users and consumers of language.

Ethos • Ethos: (Ethical appeal). A way of convincing an audience by proving the speaker is fair, knowledgeable, trustworthy, and considerate. • Apple’s Mac vs. PC ad presents Mac people as cool, laid-back, and smart. PC guys are nerdy, insecure and foolish.

Pathos Pathos: (Emotional appeal). A way of convincing an audience by creating an emotional response. Sarah McLachlan’s ASPCA commercials try to make the audience cry so they want to go out and rescue every animal.

Logos • Logos:(Logical appeal)A way of persuading an audience through reason, facts, and statistics. Cheerios uses the statistic “Lower your cholesterol 4% in 6 weeks.”

Rhetorical Question A question that is asked simply to make a point. No answer is expected. Can anyone look at the record of this Administration and say, "Well done"? -Ronald Reagan, 1980 Republican National Convention Acceptance Address

Anaphora Repeating the same word or phrase at the beginning of a series of phrases or sentences. “…we shall fight on the beaches, we shall fight on the landing grounds, we shall fight in the fields and in the streets, we shall fight in the hills. We shall never surrender.” -Winston Churchill, Speech to the House of Commons

Epistrophe Repeating the same word or phrase at the end of a series of phrases or sentences. “ …government of the people, by the people, for the people shall not perish from the earth.” - Abraham Lincoln, Gettysburg Address

Antithesis • Phrasing in which two contrasting ideas are intentionally placed side-by-side. “Tonight you voted for action, not politics as usual. You elected us to focus on your jobs, not ours."- Barack Obama, 2012 Victory Speech

Alliteration • Repetition of the same sound at the beginning of several words in a sequence. “All for which America stands is safe today because brave men and women have been ready to face the fire at freedom's front.” –Ronald Reagan, Veteran’s Address at Vietnam Memorial

Hyperbole • A deliberate exaggeration not intended to be taken literally. “….the Dallas Cowboys had 137 rookies in training camp. Gil Brandt was signing everybody that could walk. Only five made the team that year, and I was one of the five.“ -RayfieldWright, Pro Football Hall of Fame Induction Address

Metaphor • Metaphor: An implied comparison between two essentially unlike things. "At the dawn of spring last year, a single act of terror brought forth the long, cold winter in our hearts. The people of Oklahoma City are mourning still." – Al Gore, Oklahoma Bombing Memorial Address

Simile • Simile: A comparison between two essentially unlike things using the word “like” or “as” "Peopleare trying to run away from it, but it's no use. They're falling like flies." - Orson Welles, War of the Worlds

Personification Giving human qualities to a non-living thing. "Once again, the heart of Americais heavy. The spirit of America weeps for a tragedy that denies the very meaning of our land.” -- Lyndon Baines Johnson, Address to the Nation after the death of Martin Luther King, Jr.

Allusion • A reference to a well-known person, event, place, or work of art. "And I can pledge our nation to a goal: When we see that wounded traveler on the road to Jericho, we will not pass to the other side." -- George W. Bush, 2000 Inaugural Address. Note: The reference here is to the biblical character in the parable about the good Samaritan.

Rhetoric: The power of language