An Introduction to Rhetoric

The listener, viewer, or reader of a text.

• audience
• context
• persona
• occasion

An acknowledgment that an opposing argument may be true or reasonable. In a strong argument, this is usually accompanied by a refutation challenging the validity of the opposing argument.

• concession
• connotation
• counterargument
• refutation

Meanings or associations that readers have with a word beyond its dictionary definition, or denotation. These are usually positive or negative, and they can greatly affect the author’s tone.

• concession
• connotation
• purpose
• rhetoric

The circumstances, atmosphere, attitudes, and events surrounding a text. For Lou Gehrig’s speech it is the recent announcement of his illness and his subsequent retirement, but it is also the poignant contrast between his potent career and his debilitating disease.

• connotation
• context
• rhetorical appeals
• rhetorical triangle

Greek for “character.” Speakers appeal to this to demonstrate that they are credible and trustworthy to speak on a given topic. It is established by both who you are and what you say.

• ethos
• logos
• pathos
• persona

Greek for “embodied thought.” Speakers appeal to _____, or reason, by offering clear, rational ideas and using specific details, examples, facts, statistics, or expert testimony to back them up.

• ethos
• logos
• pathos
• persona

The time and place a speech is given or a piece is written.In the case of Gehrig’s speech, it is Lou Gehrig Appreciation Day. More specifically, his moment comes at home plate between games of a doubleheader.

• context
• occasion
• purpose
• subject

Greek for “suffering” or “experience.” Speakers appeal to this to emotionally motivate their audience. More specific appeals to this might play on the audience’s values, desires, and hopes, on the one hand, or fears and prejudices, on the other.

• ethos
• logos
• pathos
• persona

Greek for “mask.” The face or character that a speaker shows to his or her audience.Lou Gehrig is a famous baseball hero, but in his speech he presents himself as a common man who is modest and thankful for the opportunities he’s had.

• ethos
• pathos
• persona
• speaker

Greek for “hostile.” An aggressive argument that tries to establish the superiority of one opinion over all others. These generally do not concede that opposing opinions have any merit.

• persona
• polemic
• propaganda
• Mr. Johnson