Rhetorical Styles
Ethos - Appeal based on the character of the speaker. An ethos-driven document relives on the reputation of the author. When the
speaker or author is using ethos the intention is to create a feeling of comfort within the listener or reader. Ethos works when the
listener or reader not only believes what is being stated but also believes that the speaker or author has only the best intentions toward
the listener or reader.
Logos - Appeal towards the intellect based on logic or reason. Documents released by companies or scholars are usually logos driven.
When the speaker or author uses logos you will find facts, statistics, cited studies, or information coming from experts.
Pathos - Appeal based on emotion. Many advertisements or articles are pathos driven. Pathos is powerful because the more people
react based on their emotions, the less people will react logically to an argument or situation. The use of pathos can be manipulative
but when used in positive circumstances (unification, protests, etc.) it can be a strong tool.
Style Questions to consider when analyzing style. Diction (word choice): Is the diction mostly formal or mostly informal? Is the diction scientific, scholarly, or conversational? Is the diction conversational, colloquial or is there slang? Syntax (sentence structure): Are the sentences mostly long or mostly short? Why? Are most of the sentences meandering, or are they terse? What kinds of punctuation do we see? How does this punctuation establish relationships among ideas within the sentences? Tone: Is the tone mostly serious or mostly playful? What emotions do you sense from the writer? Figurative Language: Is the language mostly literal or mostly metaphorical? Do the metaphors bring to mind something positive or something negative? What is the effect of the literary techniques utilized? Rhetorical Devices Allusion: a reference to a historical or literary person, place, or event. Cliché: an expression such as “turn over a new leaf” that has been used so frequently is has lost its expressive power. Idiom: A common expression that has acquired a meaning that differs from its literal meaning such as “it’s raining cats and dogs.” Imagery: language that brings to mind sense-­‐impressions. Parallel Sturcture -­‐ using the same pattern of words to show that two or more ideas have the same level of importance. This can happen at the word, phrase, or clause level. The usual way to join parallel structures is with the use of coordinating conjunctions such as "and" or "or." Repetition -­‐ rhetorical strategy for producing emphasis, clarity, amplification, or emotional effect. Synecdoche – A form of metonymy in which a part of an entity is used to refer to the whole. For example, “my wheels” for “my car.” Chiasmus – a rhetorical construction in which the order of the words in the second of the two paired pharases is the reverse of the order in the first. Ex. – One should eat to live, not live to eat. •
Logos refers to the logic or reason used in the piece to communicate a message; Ethos addresses the reliability or trustworthiness of the speaker; Pathos refers to the emotional appeals that are used to impact the audience. •
Ask yourself: o Who is the speaker? o Who is the intended audience? o What is the message? •
It also helps us understand why we care about the answers to these questions. o Answering who the speaker and audience are helps us identify the purpose of the piece. o Answering who the speaker is and what his message is helps us discover tone. o Answering who the audience is and what the speaker’s message is helps us identify the form or medium of the piece or decide why the speaker chose a particular form.