Notes on the Rhetorical Triangle

Introduction

• Lecture presented by Chad on evaluating rhetorical situations and appeals.
• Focus on understanding the rhetorical triangle and its components.

Definition of Rhetoric

• Aristotle's Definition: Rhetoric is the ability to see the available means of persuasion in each case.
  • Not just about persuasion, but adapting communication to situations.

The Rhetorical Triangle

• Components:
  1. Author: The communicator.
  2. Text: The message or content.
  3. Audience: The recipients of the message.
• These components help analyze communication effectiveness.

Rhetorical Appeals

• Purpose: Describe how persuasion occurs beyond just the triangle's components.
• Three Main Appeals:
  1. Ethos: Appeal to credibility, authority, and character.
     • Establishes trust and expertise.
     • Look for:
       • Trustworthiness
       • Expert testimony
       • Fairness
     • Example: Gatorade's association with a star athlete to build credibility.
  2. Logos: Appeal to logic and reason.
     • Consistency and rational argumentation.
     • Look for:
       • Facts, statistics, logical reasoning.
     • Example: Anti-smoking ads using statistics to persuade.
  3. Pathos: Appeal to emotions and empathy.
     • Evokes feelings to create a connection.
     • Look for:
       • Higher emotions (love, fairness)
       • Lower emotions (greed, revenge)
     • Example: PETA ad that evokes horror for animal mistreatment.

The Importance of Appeals

• Each appeal serves as a means of effective communication.
• Corruption of Appeals: Appeals can be misused leading to coercion or deception.

Common Logical Fallacies

• Ad Hominem: Attacking the person instead of the argument.
• Moral Equivalency: Comparing minor issues to major atrocities.
• False Authority: Citing an expert outside their field.
• Non Sequitur: Conclusions that don’t logically follow.
• Appeal to Ignorance: Claiming something is true because it can't be disproven.

Analyzing Rhetorical Appeals in Texts

• Martin Luther King Jr.'s Letter from Birmingham Jail:
  • Logos: Critiques opponents' rationale.
  • Pathos: Evokes sympathy.
  • Ethos: Positions himself as a virtuous figure.
• Diagnostic Questions:
  • What does the text reveal about the author?
  • What is the intended argument?
  • Who is the target audience?

Analyzing Advertisements

• Example: Super Bowl car ad.
  • Appeals to pathos rather than logos.
  • Diagnostic Questions for ads include:
    • What does the ad say about the authors?
    • How are ethos, logos, and pathos used?
    • Where do the appeals fall apart?

Conclusion

• Importance of practicing analysis on various persuasive communications.
• Encouragement to utilize writing resources for further assistance.