This document provides an introduction to key rhetorical terms and elements, including: rhetoric, ethos, pathos, and logos. It defines rhetoric as the art of effective expression and persuasive language. Rhetoric requires understanding the distinction between what is communicated and how. The document also discusses Aristotle's rhetorical triangle of logos, ethos, and pathos as forms of proof or persuasion that appeal to logic, credibility, and emotion.

1. An introduction to key terms and
elements.
Note Taking Guide
Rhetoric

2. We study rhetoric because:
 it helps us to better appreciate
appeals to our ethos, pathos, &
logos.
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3.  it helps us to become more effective
persuasive speakers and writers.
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4. Rhetoric Defined
 Rhetoric (n) - the art
of effective
expression (speaking
& writing) and the
persuasive use of
language (Burton, 2007)
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5.  Rhetoric requires understanding a
fundamental division between what is
communicated through language and
how this is communicated. (Burton,
2007)
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6.  Aristotle stated that an arguer
must state a claim, or a
proposition, and prove it.
 Click Aristotle to learn
more.
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7.  The Greek words used to refer to the
proofs are logos (logic),
ethos (credibility), and pathos
(emotion).
The
Rhetorical
Triangle

8. Logos
 Logical proof appeals to people’s
reason, understanding, and common
sense.
(Weida & Stolley, 2013)

9.  Two main types of logos (logical
proofs) are deduction and induction.

10. Includes facts,
reasons and
opinions that
are
based on reality.
Example:
iHome
Cheerios
© iHome Audio

11. Ethos
 The ethical appeal is based on the
character, credibility, or reliability of
the writer.
(Weida & Stolley, 2013)

12. Includes credible sources, accurate
opposition, common ground
between the writer and the
audience.
Example:
Givenchy
Macintosh
© Givenchy Paris

13. Pathos
 Emotional appeal, appeals to the
audience’s needs, values, and
emotional sensibilities.
(Weida & Stolley, 2013)

14. Includes personal accounts or
interviews
Only use an emotional appeal if it
supports the claim
of an argument.
Example:
UMDNJ
BC SPCA
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15. Karios
 The opportune occasion for speech.
(Burton, 2007)
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16. Audience
 Rhetorical analysis always takes into
account how an audience shapes the
composition of a text or responds to
it.
(Burton, 2007)
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17. Decorum
 One's words and subject
matter must aptly fit
together, to kairos, the
audience, and the speaker.
(Burton, 2007)
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18. Practice
Based on the each add determine:
 Ethos, Pathos or Logos?
 What’s the Karios?
 Who’s the audience?
 What’s the decorum?

19. Scheme
 A scheme is any artful deviation from
the typical arrangement of words in a
sentence
(Burton, 2007)

20.  Words preserve their literal
meaning, but are placed in a
significant arrangement of some
kind.

21. Active Voice
 In a sentence using active voice, the
subject of the sentence performs the
action expressed in the verb.
(Toadvine, Brizee, & Angeli, 2011)

22. Passive Voice
 In a sentence using passive voice,
the subject is acted upon; he or she
receives the action expressed by the
verb.
(Toadvine, Brizee, & Angeli, 2011)

23. Active Voice versus Passive
Voice
 Active Voice- The boy hit the ball.
 Passive Voice- The ball was hit by
the boy.
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24. Rhetoric uses Active Voice
 This makes the meaning clear for
readers, and keeps the sentences
from becoming too complicated.
(Toadvine, Brizee, & Angeli, 2011)

25. Works Cited
 Burton, G. O. (2007, Feburary 26). Schemes and Tropes.
Retrieved September 29, 2013, from Silva Rhetoricae:
http://rhetoric.byu.edu/figures/Schemes%20and%20Tropes
.htm
 Toadvine, A., Brizee, A., & Angeli, E. (2011, July 13). Active
and Passive Voice. Retrieved September 29, 2013, from
Purdue Online Writing Lab:
https://owl.english.purdue.edu/owl/resource/539/1/
 Weida, S., & Stolley, K. (2013, March 11). Using Rhetorical
Strategies for Persuasion. Retrieved September 29, 2013,
from Perdue Online Writing Lab:
https://owl.english.purdue.edu/owl/resource/588/04/