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last.updated 9.6.08

Introduction to Rhetoric & The Appeals

Purpose

Writers who understand rhetoric have at their disposal a set of strategies they can use to make a text as effective as possible. While some limit the use of rhetoric to just argumentative communication, others believe that rhetoric can applied to all types of communication.

In today's class, we will discuss what rhetoric is and why it is important to your writing practices. We will also discuss the appeals, three different strategies used to engage and move one's audience.

Discussion I –What is Rhetoric?

We will begin the class examining the following questions: What is rhetoric? And is all communication rhetorical? What is the rhetorical triangle and how is it useful for reading and writing?

Discussion II–The Appeals

As Lunsford explains, there are three primary strategies that writers use to move or inform their audience, ethos (character), pathos (emotions), and logos (logic). A writer may try to use of three of these strategies in a single text, but the writer should consider which strategies will be most effective to fulfill her/his intended purpose with a specific audience. Some questions a writer might ask when using these strategies include the following:

Ethos (Character)

• Does the audience know the writer?
• What does the audience know about the writer?
• Does/ should the audience know the writer?
• If the audience does not know the writer, what does the writer do in the text to present her/his character?

Pathos (Emotions)

• How does/should the audience feel after experiencing this text?
• What does the writer do to (try to) evoke these emotions?
• What degree of an emotional response is appropriate for this type of text (Should the writer evoke a strong response or be subtle)?
• Does the writer try to avoid evoking certain emotions in the audience?

Logos (Logic)

• Does the writer use evidence and examples to support a claim?
• Where does this evidence come from?
• Who will value this type of evidence?
• Does the writer acknowledge counter-evidence?

These questions have also been arranged for your convenience in a Graphic Organizer.

Use the following questions to examine the two different approaches Stand Up To Cancer uses to fulfill the same purpose.

Activity–Developing Your Own Message

In groups of five, you will roughly sketch a pitch for another Stand Up to Cancer ad. Address the following questions:

• Who is your target audience? What is your purpose?
• How will you appeal to your audience?
• What will you specifically do to use that appeal to that audience?
• Why do you think this strategy will be appealling?