Persuasion Through Rhetoric

Answer the following questions

Why do we say rhetoric is the art of
persuasion?
What is rhetorical force?
Why do we use rhetorical devices?
Can we make our arguments stronger by using
rhetorical devices?
Give some comments on advertising language
in terms of rhetorical force?
https://www.youtube.com/watch?
v=X65uQ0akLwA
 What is rhetoric? And why
bother studying it?
“the art of effective expression (speaking &
writing) and the persuasive use of
language”
We study rhetoric because:
 it helps us to better appreciate appeals to our
ethos, pathos, & logos

it helps us to become more effective persuasive
speakers and writers
 Euphemisms and Dysphemisms
Words or phrases that are substituted for
other words or phrases to put what is being
discussed in a more positive or negative light
 Euphemisms and Dysphemisms
Words or phrases that are substituted for
other words or phrases to put what is being
discussed in a more positive or negative light

Euphemism: “Used cars” become “pre-owned vehicles”.

Dysphemism: “Music” becomes “noise”.
 Euphemisms and Dysphemisms
Words or phrases that are substituted for
other words or phrases to put what is being
discussed in a more positive or negative light

Euphemism: “Used cars” become “pre-owned vehicles”.

Dysphemism: “Music” becomes “noise”.

Note: Reports and descriptions may convey pleasant or

unpleasant information without being euphemistic or
dysphemistic. It’s the quality of the language that matters.
 Euphemism Dysphemism

h
Inspired by a Plagarised
source Academic
crime/theft
Postal mail snail mail
genius Egg head
economically poor  
depressed
happy release death  
Drug addiction The white death
Pass away die
 Rhetorical Comparisons,
Definitions, and Explanations
Ways of speaking that depart positively or
negatively from a fair or neutral position
Problems of content, not of form
 Rhetorical Comparisons,
Definitions, and Explanations
Ways of speaking that depart positively or
negatively from a fair or neutral position
Problems of content, not of form
Comparison: The American revolutionaries used
tactics similar to those employed by the Viet Cong.
 Rhetorical Comparisons,
Definitions, and Explanations
Ways of speaking that depart positively or
negatively from a fair or neutral position
Problems of content, not of form
Comparison: The American revolutionaries used
tactics similar to those employed by the Viet Cong.
Definition: religion - the opiate of the people
 Rhetorical Comparisons,
Definitions, and Explanations
Ways of speaking that depart positively or
negatively from a fair or neutral position
Problems of content, not of form
Comparison: The American revolutionaries used
tactics similar to those employed by the Viet Cong.
Definition: religion - the opiate of the people
Explanation: Franklin stayed in France throughout
the revolution because he was a celebrity there.
 Stereotype
May function as an unexamined assumption
behind a premise (easily results in fallacy of
begging the question) or explanatory claim
(especially, as failure to consider alternatives)
 Stereotype
May function as an unexamined assumption
behind a premise (easily results in fallacy of
begging the question) or explanatory claim
(especially, as failure to consider alternatives)
When directly expressed, takes the form of a
generalization
 Stereotype
May function as an unexamined assumption
behind a premise (easily results in fallacy of
begging the question) or explanatory claim
(especially, as failure to consider alternatives)
When directly expressed, takes the form of a
generalization
As expectation, may cause an observer to
ignore conflicting phenomena or supply
consistent details that never occurred
E.g. The mind of a political liberal is full of
holes and their soul is without moral fibre.
 Innuendo
A suggestion that is made indirectly
Creates a negative impression (using indirect
language to create a positive impression is
usually better classed as understatement)
May be constructed by association with
something negative or by faint praise
Example: Student Y? Yes, I remember her. She satisfied the
minimum requirements of the course.
Sue: What do you think of the new
Republican presidential candidate?
Sam: He has great handwriting, I suppose.
 
 Loaded Question
Often a yes-no question or a false dilemma,
but could occur with any question form
Answering directly requires accepting or
presuming a questionable, hostile, or
unjustified assumption
May function similarly to innuendo
 Loaded Question
Often a yes-no question or a false dilemma,
but could occur with any question form
Answering directly requires accepting or
presuming a questionable, hostile, or
unjustified assumption
May function similarly to innuendo
Example: Are you still abusing illegal drugs?
Example: Should we vote for the Democrat or the Repulican
in this election?
Example: What were you thinking when you attempted to
steal that CD?
Has Henry stopped beating his wife?
“Why are creationists against science?”
“How much longer must our people endure this
injustice?”
"We have heard that a half million children
have died. I mean, that is more children than
died in Hiroshima. And, you know, is the price
worth it?" Madeleine Albright: "I think that is a
very hard choice, but the price, we think, the
price is worth it."[6]
(on 60 Minutes on 12 May 1996)
 Weaseler
A word or phrase that deceptively weakens a
claim
 Weaseler
A word or phrase that deceptively weakens a
claim
Not to be confused with careful qualification
 Weaseler
A word or phrase that deceptively weakens a claim
Not to be confused with careful qualification
-make a strong claim
-and then they take back the claim to some extent

Example: Save up to 40% (when typical savings will be less)

Example: It’s easy to go all the way...on the phone. (real ad!)
“Help control dandruff symptoms with
regular use”
“leaves dishes virtually spotless”
“Only half the price of many color set”
 Downplayer
A word, phrase, or punctuation that subtly
diminishes a concept or weakens a claim
May overlap with weaseler
 Downplayer
A word, phrase, or punctuation that subtly
diminishes a concept or weakens a claim
May overlap with weaseler
Example: Today’s “patriots” are just looking for a way to
make a quick buck in Iraq.
 Downplayer
A word, phrase, or punctuation that subtly
diminishes a concept or weakens a claim
May overlap with weaseler
Example: Today’s “patriots” are just looking for a way to
make a quick buck in Iraq.
Example: I understand your grade is low, but it’s normal for
some students to fail this course. (Notice how the individual’s
particular situation is effectively submerged.)
 Downplayer
A word, phrase, or punctuation that subtly
diminishes a concept or weakens a claim
May overlap with weaseler
Example: Today’s “patriots” are just looking for a way to
make a quick buck in Iraq.
Example: I understand your grade is low, but it’s normal for
some students to fail this course. (Notice how the individual’s
particular situation is effectively submerged.)
Example: Interest rates are at their the lowest point in years,
though only customers with excellent credit will qualify.
 Horse Laugh/Ridicule/Sarcasm
An attempt to weaken a claim or undermine
credibility by making an idea or person
appear ridiculous
 Horse Laugh/Ridicule/Sarcasm
An attempt to weaken a claim or undermine
credibility by making an idea or person
appear ridiculous
May make use of other devices, e.g.,
hyperbole, slippery slope
 Horse Laugh/Ridicule/Sarcasm
An attempt to weaken a claim or undermine
credibility by making an idea or person
appear ridiculous
May make use of other devices, e.g.,
hyperbole, slippery slope
Example: One thing I can say for Schwarzenegger, I bet he’s
not a complainer. So now we won’t have to listen to a lot of
complaining from the governor’s office while Bush’s friends
are looting California.
 Horse Laugh/Ridicule/Sarcasm
An attempt to weaken a claim or undermine
credibility by making an idea or person
appear ridiculous
May make use of other devices, e.g.,
hyperbole, slippery slope
Example: One thing I can say for Schwarzenegger, I bet he’s
not a complainer. So now we won’t have to listen to a lot of
complaining from the governor’s office while Bush’s friends
are looting California.
Example: You don’t like how the PATRIOT Act expands
police powers? How about the next time you need help, try
calling a hippie.
 Hyperbole
Use of exaggeration to make an impression of
greater importance or deviation from
expectations


 Hyperbole
Use of exaggeration to make an impression of
greater importance or deviation from
expectations
May show up in other devices, e.g., ridicule,
slippery slope, straw man, poisoning the well
 Hyperbole
Use of exaggeration to make an impression of
greater importance or deviation from
expectations
May show up in other devices, e.g., ridicule,
slippery slope, straw man, poisoning the well
Example: What I need is a vehicle that can go anywhere.
 Hyperbole
Use of exaggeration to make an impression of
greater importance or deviation from
expectations
May show up in other devices, e.g., ridicule,
slippery slope, straw man, poisoning the well
Example: What I need is a vehicle that can go anywhere.
My dad is a total Hitler. He never lets me stay out past 10 on
week nights.
Example: “While this framework does a good job of catering
to environmental extremists, it falls alarmingly short of
addressing the rising threat of wildfires facing our forests.”
(Rep. Wally Herger, on the Sierra Nevada Framework, 11/03)
 Proof Surrogate
An assertion or strong suggestion that good
evidence exists somewhere out of reach to
support a claim
 Proof Surrogate
An assertion or strong suggestion that good
evidence exists somewhere out of reach to
support a claim
May make use of listed, but unchecked or
unverifiable references
 Proof Surrogate
An assertion or strong suggestion that good
evidence exists somewhere out of reach to
support a claim
May make use of listed, but unchecked or
unverifiable references
Example: Unnamed sources report that...
Example: Experts agree that...
Example: I read on the Internet that... (if used as evidence)
 • https://www.youtube.com/watch?v=KvzJlqxznTM

https://www.youtube.com/watch?
v=MvVfj0ov8k8