Rhetoric?
The four pillars of rhetoric are (I used to think these words formed a group of ‘mousquetaires’!):
logos - the appeal to logic persuades an audience with reason. Logos contains a clear message and cite facts, statistics, and authorities. ‘Ads’ may use data or research to support claims (e.g., showing a graph of sales increases after using the product).
Example: “Of all the studies in the last decade, none recommend that this is an effective treatment for losing weight.”
Example: “This durable, pocket-sized, camera is perfect for adventurers on the go.”
ethos - the ethical appeal convinces an audience of the author’s credibility, authority, or character by sounding fair or unbiased. It also highlights the trustworthiness of an argument.
Example: “The doctor’s many years of experience show he is qualified to prescribe a treatment that will produce the best result.”
Example: “As a three-time Olympic gold medalist, I can assure you that this energy drink will improve your fitness and stamina.”
pathos - the emotional appeal invokes sympathy with meaningful language, a moving tone, or touching stories; it refers to emotions and feelings; it could be a heart-wrenching stories or a commercial using sad music to evoke empathy and to create a sense of need.
Example: “Some people feel they have wasted their lives, but it is never too late to renew a sense of purpose and meaning and make a valuable contribution to the world that only they can make.”
Example: “A bag of chips can bring the whole family together.”
kairos - describes the most suitable time and place for making an argument and the most opportune ways of expressing it.
Example: “Today’s generation of students in their twenties is firmly tuned in to a digital world.”
I used to think these words formed a group of ‘mousquetaires’!
An example of using all four appeals would be that in making a request of a parent, one might give a logical reason for the request, show why it is deserved, make an emotional appeal, and present the request at an appropriate time.
[acknowledgement – Blinn College, Bryan Writing Center (Spring 2023)]
This brings me to consider further rhetorical figures in the advertising world:
Metaphor: using figurative language to create a vivid comparison between the product and something else
Alliteration: repeating the same sounds at the beginning of words for emphasis and memorability - "Lovely Legs, Lovely Life" is a catchy phrase
Hyperbole: exaggerating the product's qualities – “the best ever …”
Repetition: repeating key phrases or words to reinforce the message - "Have a break, have a KitKat" or “A Mars a day helps you work, rest, and play”
Rhyme and Rhythm: using rhyming words or rhythmic patterns to make the ad catchy and memorable, especially in jingles
Personification: giving human characteristics to a product or object (e.g., making a car ‘tall’ or ‘feel’) can create a connection with the audience
Humour: light-hearted or funny commercials can create a positive association with a brand
Testimonials: using expert opinions or customer reviews to build trust and credibility
Brand Recognition: a long-standing, trusted brand can use its reputation to persuade viewers
Rhetorical Questions: engage the audience and make the viewer think about the product or its benefits - "Have you ever needed...?"
Rhetoric has the ‘power’ to mask the truth and create a ‘favourable’ impression of the orator. Whilst I laud the usage of rhetorical devices and the art of effective and wholesome language, I remain far more ‘won over’ by truth (‘walking the walk’, rather than ‘talking the talk’); do the words I hear espouse the actions of the speaker? If I were to press home the importance of picking up litter in a school assembly, but ignore rubbish as I leave the hall, I would not be true to my words.
Political rhetoric is often dangerous. Rhetoric should persuade an audience and be uplifting; it should motivate and inform. My rhetorical strategy as a teacher/educator was to get my students to understand: how language works; why events happened; what makes a good source for an argument; what to do when confronted with a situation. A politician is more likely to try and influence action rather than help to understand. Martin Luther King gave his I have a Dream speech to more than one audience: those who had come from around the country to listen; those who would see him on the news; and Congress.
Finally, let’s return to the Greeks who broke down arguments into those of fact, value, and policy.
Everyday, teachers deliver facts and mention what people believe about the world, then make a case whether it is accurate or inaccurate.
Once facts get established, arguments of value are what people think about them. We may establish that there are three parks in a town. An argument of value would explore if three were sufficient. Arguments of value happen a lot in a religious or spiritual context.
Once facts and an orientation to them are established, questions of policy come into play: what should be done about it? Should more parks be built? Should those three parks be turned into dozens of small parks?? Should the issue be ignored because there really are more important issues, and not enough money?
There are also three Cs of rhetoric (Aristotelian principles in parentheses):
competence (good sense)
character (good character)
caring (goodwill)
It behoves us to apply sagacity and thought, display wholesome principles and a healthy disposition, and demonstrate compassion.
Let’s seek to use language for good and to better our human condition, n’est-ce pas?
Fun bite
Some Gallic lines about the importance of …
La virgule (the comma)
« On mange, les enfants», dit le bon parent qui prend soin de sa famille
« On mange les enfants ! », dit l’ogre des contes de fées
Si, tu as raison
Si tu as raison
« Mon père » m’a dit le prêtre, « est un imbécile »
Mon père m’a dit : « le prêtre est un imbécile »
« Le Président », a déclaré le Premier Ministre, « est mort »
Le Président a déclaré : « le Premier Ministre est mort »
« Jean », dit le maître, « est un âne »
Jean dit : « le maître est un âne »
A la bataille de Fontenoy, 1745, le capitaine des gardes français aurait crié à l’ennemi anglais
« Messieurs les Anglais, tirez les premiers ! »
- C’est assez fair play..
Mais ses gardes auraient pu comprendre :
- « Messieurs ! Les Anglais ! Tirez les premiers ! »
Ce qui paraît assez logique, quand l’ennemi de toujours attaque par surprise…
Une exception (pas besoin de la virgule)
La vieille porte le voile (la femme âgée a la tête couverte)
La vieille porte le voile La porte ancienne le dissimule)
Le point (the full-stop)
Parking payant
Interdit
Mercredi
Gratuit
Dimanche et jours fériés
_____________________
Parking payant
Interdit.
Mercredi
Gratuit.
Dimanche et jours fériés.
L’orthographe (spelling)
« Pour aller à la pêche, j’ai pris des vers de terre », dit le pêcheur amateur
« Pour aller à la pêche, j’ai pris des verres de terre » ; je n’irai pas boire un coup avec vous … je préfère l’eau
Deux ‘bêtises’
C’est en sciant que Léonard devint scie !
Laurent, la police !
L’eau rend la peau lisse !
