On Rhetoric

Decorative banner for post. Text reads, "Rhetoric: A Directory Post." Includes illustration of a pencil.

I write about a lot of different things on here. Lately, I’ve been writing a lot about concepts in rhetoric. I’ve been trying to make them meaningful to a broad audience, not just folks interested in writing. A greater knowledge of rhetoric can help you become more media literate, which I think is a good cause.

This post collects all my past pieces on rhetoric, and as I add more (spoiler alert, I’m writing about stasis right now), I’ll post them here, too. I’ll still include links at the beginning of each post, but I thought a directory post might be a useful way point for those wanting to find and read about specific topics.

Posts on The Rhetorical Situation

Posts on Rhetorical Appeals

Happy reading! Let me know what you think of the series in the comments! Is there a concept from rhetoric you’d like to see me tackle? Let me know and I’ll get a-writing!

All the Facts about All the “Facts”

This post is one of a series of posts about rhetoric. Other posts in this series give an overview of rhetoric, describe the rhetorical situation, and discuss ethos and pathos.

In 2016, the Oxford Dictionaries named “post-truth” as their International Word of the Year. They write, “Post-truth has gone from being a peripheral term to being a mainstay in political commentary, now often being used by major publications without the need for clarification or definition in their headlines,” and illustrate this with a (admittedly, sort of vague) graph showing the sharp rise of its use over the previous year (though there are no numbers on the Y-axis, so whether we’re talking dozens of uses or thousands, I guess we’ll never know).

Over the past decade, and with a rise in the prevalence of online news reporting, there has been more and more hand-wringing over the presentation of “facts” and “truth” by politicians and media outlets—with good cause, of course. The current sitting president of the United States has a particularly egregious reputation for spouting statements that are, shall we say, less-than-true. The fact-checking website Politifact has rated over 800 statements made by the President, finding only 14% of them “true” or “mostly true.”

Graph of Politifact scores on statements made by Donald Trump. True: 4%, 34 checks made. Mostly true: 10%, 83 checks made. Half true: 14%, 115 checks made. Mostly false: 20%, 167 checks made. False: 34%, 283 checks made. Pants on fire: 16%, 131 checks made.
I love that “Pants on Fire” is a category here.

So, what does it mean to live in a “post-truth world”? Oxford Dictionaries proposes this definition of “post-truth”:

Post-truth is an adjective defined as ‘relating to or denoting circumstances in which objective facts are less influential in shaping public opinion than appeals to emotion and personal belief’.

This definition, though, begs the question: what even is a fact?

Just the Facts, Ma’am

There are many definitions of fact, and I’m not just talking about alternative facts, either. There are subtle differences in the definitions of the word fact across the Oxford English Dictionary, the Merriam-Webster Dictionary, and the Cambridge Dictionary. The definition most useful for our purposes here is the second entry in the Merriam-Webster definition:

a piece of information presented as having objective reality

Notice that this definition does not say, “a piece of information grounded in objective reality,” or “information based on objective reality”; it says, “a piece of information presented as having objective reality.

I like this definition because it reflects actual contemporary usage of the term fact. Claiming to have “the facts” is something both Democrats and Republicans (and other political parties) do. Calling on a fact is a powerful tool in persuasive communication, and not just in politics. Any argument based on something the author claims is a fact has a certain persuasive appeal to it.

A rhetorical appeal, that is.

Logos, The Housing Market, and Aquaman

Back in ye olde ancient Greece, appeals to facts, logic, or rationality were called appeals to logos. When people say things like, “It just makes sense,” or “It’s common sense,” or “It’s the rational thing to do,” those are all appeals to logos. If something is the rational thing to do, it’s obviously the best thing to do, right?

Well….

Two things. First of all, just because a person claims something is the “rational” thing to do, or claims something is a “fact,” doesn’t mean that thing is, in fact (haha), rational or a fact. One of my favorite examples of this comes from Youtuber Hbomberguy in his video about climate change. He critiques a claim from Ben Shapiro; Shapiro argues that even if water levels do rise enough to make living in low-lying coastal areas impossible, that the people who live in those places would just sell their home and move. Put that way, it seems rational, doesn’t it? You’re worried that your home might one day be underwater, so you should probably put it on the market and get the heck out of town, right?

But as Hbomberguy so eloquently says, “Sell their houses to who, Ben?! Fucking Aquaman?!” People will have to move, yes, but it’s the selling part that’s not as rational as Ben seems to think it is. Underwater real estate is not exactly a seller’s market.

The fact is (lol), anyone can call anything a fact. That doesn’t make it actually grounded in reality.

Second, what is rational to do in any given moment is actually highly debatable.

Marshmallows and Avocado Toast

One example of this contested nature of so-called rationality comes from psychology. In 1972, a psychologist at Stanford University named Walter Mischel began a study on patience in children. In this experiment, he sat a kid down at a table, put a marshmallow in front of them, and told them not to eat it until he returned. He said that if the kid waited, he would come back with another marshmallow. Then, he conducted follow up studies that linked the child’s ability to wait for the second marshmallow (their patience, or what he called “delayed self-gratification”) with measures of success in life—higher grades, higher SAT scores, etc.

This kind of talk around “delayed self-gratification” is often deployed against people who, for whatever reason, don’t do things like save for retirement, supposedly because of all those lattes and avocado toasts. According to this logic, it’s rational to save for retirement, or to buy a house, and if you millennials would just delay your self-gratification (i.e., stop buying lattes and avocado toast), your finances would be in a better position. It’s only logical. It’s common sense.

But is it?

In 2012, researchers Celeste Kidd, Holly Palmeri, and Richard N. Aslin published a variation on the traditional marshmallow experiment. In their version of the study, they created two conditions: a reliable condition and an unreliable condition. In both conditions, kids were initially given some well-worn art supplies, but told if they waited a bit, the researchers would bring back some better, newer art supplies. In the reliable condition, researchers left the room for two and half minutes and then actually came back with better supplies. In the unreliable condition, when the researchers returned, they told the kid they were sorry, but they couldn’t find the better art supplies, and asked if the kid could just use the ones they already had.

And then they did the original marshmallow task.

Which group of kids do you think were better able to wait for their second marshmallow?

If you guessed the kids in the reliable condition, you’re right. The researchers had already proven themselves to be reliable to the kids, so they were better able to wait than the kids to whom the researchers had proven their lack of reliability.

Given these two scenarios, which decision is a more rational decision, the decision to eat the marshmallow, or the decision to wait? Essentially, the researchers argue that both of those decisions are rational given their respective circumstances. If you don’t trust the researchers to come back with more marshmallows (a reasonable assumption given their previous behavior), it’s actually a more rational decision to go ahead and eat the marshmallow.

The Power of Logos

Appeals to logos are powerful. In a cultural climate that prizes rationality and common sense in the way that we do in the United States, it’s natural to want to appear rational, to do the rational thing. But appeals to logos are just like appeals to ethos and appeals to pathos in that they are tools of rhetoric that can operate both for us and against us. Hopefully being able to deconstruct them and find the underlying messages in the communication you encounter will help you in your own decision-making process.

But what if you want to use appeals to logos to construct your own persuasive communication? That’s a whole ‘nother can of worms, one I’ll hopefully get to next time.

Thanks for reading! If you enjoyed the post, please don’t hesitate to share on social and follow the blog! You can also support my work by “buying me a coffee” at ko-fi.com/claysad. My initial goal for money raised there will be to upgrade my WordPress subscription, a big step toward legitimacy and professionalism in the blogging world!

Pianos, Shoes, and Rhetoric, Oh, My!

Diverse people, with faces covered with emoticons

This post is part of a series on rhetoric. Check out the first, second, and third posts too, if you’re interested!

Did you know I am a classically trained pianist? Or, at least, I used to be. I don’t know how much I’m entitled to that… title, I guess… now, but I took twelve years of lessons and minored in piano performance in college.

Anyway. In high school, I began learning the first movement to Sonata “Pathetique” by Beethoven. I was really excited to learn it because the major theme was used in a Where in the World is Carmen Sandiego theme I used to play on the computer back in the dark ages when computer games required Compact Discs. But I digress.

When I first began to learn the piece, my piano teacher taught me that the name “Pathetique” is what’s called a false cognate in language learning. To native English speakers, pathetique sounds a lot like the English word pathetic. But a more accurate translation would be “emotional.”

And so it is in rhetoric, too.

One of the three rhetorical appeals discussed by Aristotle and frequently taught today in writing classrooms is the appeal to pathos, or the appeal to emotion.

The Case Against Emotion in Persuasive Communication

Appeals to emotion in persuasive communication often get a bad rap. Cries of “you’re not being rational” or “stop being so emotional” are often used to shut down or dismiss people on social media. There’s this idea that’s really prevalent in many online (and offline, tbh) spaces that if everyone can just “calm down” and “have a rational debate” about difficult topics, then we could come to some kind of agreement or compromise, even about controversial subjects.

On its face, this may seem like a nice thought: if we can just all speak rationally, then we can come to the best conclusions for everyone involved. Underneath that idea, though, are several underlying assumptions:

  1. “Rationality” has more value than emotion.
  2. People’s systems of reasoning are more or less the same.
  3. People generally have the same values.

Here’s the thing: these assumptions are not necessarily true. In fact, I’d argue that they’re all false.

I probably don’t have to convince you that the last one is false, but the first and second statements, maybe I do. Let’s start with number two, because I have more to say about number one.

For those of you who don’t know, I was born and raised in America, but I currently live in Luxembourg, a small European country nestled comfortable between France, Germany, and Belgium. Something I have struggled with here is going to sit-down restaurants. In the States, if you’re not in a fast food or fast casual restaurant, you’re going to step inside the restaurant and wait by the host stand to be seated. A host will come and take you to a table, possibly after asking after your preferences. Here in Luxembourg and the other places we’ve visited so far, that’s not the case. There are no host stands, and so what sometimes happens is this: I walk into a restaurant, panic about whether I’m supposed to wait to be seated, and then a server will indicate that I can basically sit anywhere I want to.

Why do I get nervous about these encounters? Because this is an (admittedly slight) cultural difference between the US and Europe. The cultural assumptions about behaviors in restaurants vary just enough to make me uncertain how to behave.

This idea, that assumptions about beliefs and behaviors differ, and that those assumptions lead to cultural differences in how people interpret each other’s behavior, is called cultural logic.

People in different cultures operate under different cultural logics, and that affects how they communicate. I don’t just mean national cultures, either. Cultures within the States have different cultural logics, too.

Take, for example, the recent rise in support for defunding and/or abolishing police. One way to consider the disagreements about this topic is to think through two very different assumptions about policing held by different groups in the United States.

Some groups assume that police, and the institution of policing in general, is a net good and overall produces a safer society than a society without policing.

Other groups assume that police, and the institution of policing in general, is a net negative and overall produces a less safe society than a society without policing, usually for particular minority groups (Black and Indigenous people of color, LGBTQIA+ people, homeless people, etc.).

These different groups are operating off of not just different but opposite cultural logics, and unless those logics can be broken down and examined, one group is not going to make any persuasive headway with the other group.

The Case For Emotion in Persuasive Communication

Now, about that first assumption above: “rationality” has more value than emotion.

I’m not about to say that emotions are more valuable than rationality. But I will say they are at least as important as logic because they let us know what our values are.

Remember that example of an appeal to pathos I wrote about in my first post in this series? The Sarah MacLaughlin ad for the ASPCA? I always use this as an example because it’s such an obvious appeal to emotion. People watch it and get sad about puppies and kitties and then go give money to the ASPCA. But why does it make people sad?

I’ll tell you why it makes me sad. Because I care about the well being of puppies and kitties! It’s important to me that those little babbies get well-taken care of and are not abused! My emotional response to the commercial shows me (and others) what I care about.

Emotion can also be a powerful motivator to action, sometimes more so than logic or credibility. If something makes you very emotional, be it angry or sad or joyful, you might be more inclined to act on those feelings than if you just encounter appeals to logic or credibility.

The Corporate Case for Pathos

Take for example a few major commercial campaigns from recent films. In 2018, Nike released an ad featuring Colin Kaepernick, a (former?) football player and activist who had been protesting police brutality against people of color by kneeling during the national anthem.

People who had been critical of Kaepernick for these protests were spurred to action by these protests. They tossed out or burned their Nike shoes in protest of Nike’s support of Kaepernick.

But after the ad and the associated social media storm? Nike stocks went up.

While one group saw the ads and protested Nike in a storm of emotion, others were spurred to support Nike through feelings of pride, righteousness, and hope.

Another Case Against Pathos

Here’s another thing about appeals to pathos, though. They can cue us in to our emotions, which is great, but just like any rhetorical appeal or device, appeals to pathos can be deployed for both good and ill. And, of course, a bit of both.

Take the Nike ads, for example. While supporters of Kaepernick and the Black Lives Matter (BLM) movement more generally may laud Nike for this ad, they may be frustrated to find that Nike has long been and continues to be scrutinized for their treatment of their workers. Specifically, Nike has historically used sweatshop labor in their factories, something they claimed to have addressed in the early 2000s. However, more recent investigations seem to indicate they may have returned to this practice. Some BLM supporters did know of these allegations, and called on Nike to end these harmful practices. Whether or not Nike listened to these critiques amide the social media storm that arose from these ads, however, remains to be seen.

The long and the short of it is best summarized by Youtuber Hbomberguy in his video on Woke Brands. In it, he reminds us that “brands aren’t [our] friends.” Brands want one thing: your money. And support. Okay, maybe two things. But really, that second thing is actually about that first thing. So yeah. They want your money.

TL;DR: Emotions are Great. Pathos just is.

So what’s the big takeaway here? Basically, I’m trying to persuade you that the use of pathos isn’t inherently good or bad. Appeals to pathos are just something that exist in the world, and, like all rhetorical tools, can be used in service of many kinds of causes. They’re not more or less important than appeals to logos or ethos, but they can give us a different kind of information–information about ourselves.

Thanks for reading! If you enjoyed this post, help a blogger out and share it on your social platforms, please and thank you. And then go check out the other posts in this series:

The Truth About Virtue Signaling

people of multiple genders and races hold a variety of road signs

This is the third post in a series about rhetoric. Be sure to check out the first and second posts as well.

There’s this term that’s been traveling around the internet lately: virtue signaling. In common parlance, when someone virtue signals, they perform a false kind of outrage at a perceived slight, usually on behalf of a group that they don’t belong to. British journalist James Bartholomew, who is often credited with popularizing the term, accused BBC Radio broadcaster Mishal Husain of virtue signaling when she interviewed Nigel Farage about recent racist remarks by a few of his party’s candidates.[1] He suggests that, rather than reacting to Farage sincerely, she is performing “the right, approved, liberal media-elite opinions,” and trying to distance herself from Farage’s racism.[2]

Bartholomew’s accusation of virtue signaling can be explained using the rhetorical term ethos. The ancient Greek philosopher Aristotle wrote about ethos in his text Rhetoric. According to Aristotle, there are three ways people can be persuasive: through appeals to logos or logic, through appeals to pathos or emotion, or through appeals to ethos, or the credibility or character of the speaker. I wrote briefly about these rhetorical appeals in an earlier post about rhetoric, and today I want to talk in more detail about ethos.

What is Ethos?

A lot of people look at the word ethos and think it means ethics, or morality, and they’re not completely wrong. Talking about ethics or morality is certainly one way for a speaker or writer to illustrate their credibility or character. If an audience agrees with those ethics or that morality, they’re more likely to listen to that speaker and be persuaded by them.

But I think there are a few popular contemporary terms that better encapsulate the idea of ethos: identity and brand.

Yup. I said it.

Brand.

Virtue Signaling and Identity

Let’s start with identity, though. What is an identity? Big question, I know, with no quick, easy answers. We could go down a whole rabbit hole of psychology and sociology and a bunch of other stuff, but let’s just say for now that identity can refer to a person’s background, beliefs, values, and other characteristics. People can have racial identities, sexual identities, national identities, gender identities, religious identities, political identities… the list goes on and on. Identity is often about belonging to—or distinguishing oneself from—a group or groups.

Let’s analyze a little ethos in commercial media so you can see what I mean.

After watching these, what kind of person do you think Apple was trying to sell Macs to? Probably folks who thought of themselves as smart, cool, easy-going, creative, maybe even superficially anti-establishment. Justin Long’s character, the Mac, is dressed down compared to John Hodgeman’s PC character, making the Mac character seem young and hip and the PC character seem old and stodgy (I mean, at the time).

It’s not that these commercials don’t appeal to logos/logic or pathos/emotion. They work hard to make Macs seem like the rational, obvious choice, and they’re funny to boot. But they literally create characters to sell a machine that is only shown for half a second at the very end of the commercial. They’re selling—or, perhaps, signaling—an identity rather than a piece of technology.

In a sense, this is what Bartholomew accuses Husain of in his piece in The Spectator: signaling an identity based around certain virtues, values, or beliefs. In this case, virtues of non-racism and non-bigotry.

Here’s the thing, though.

We All Virtue Signal

Everyone signals their values when they communicate. All the time. We can’t not signal our values, beliefs, and identities. It might be more or less overt, but even the act of saying, “hello” to someone signals that you value polite greetings. You may even be signaling that you value that other person. When you post something on Facebook, you’re signaling that you care about that thing, whether it’s a picture of friends or family, a news article, or a goofy meme. If it’s a goofy meme, you’re signaling that you care about humor and making people smile.

Everyone signals their beliefs, values, and identities all the time.

That’s not to say that someone can’t hide their beliefs, values, or identities. Plenty of LGBTQIA+ people are still closeted, even in this, the Year of Our Lord, 2020. I have a dear friend whose Facebook profile picture has been an inanimate object the entire time I have known them—which, to me, signals that they value their privacy quite highly.

What’s really funny to me about virtue signaling is that we’re all always doing it, and yet certain groups of people like to throw it around as an accusation of performance. We could ask Bartholomew, for instance, what he’s signaling when he says that Husain is performing “the right, approved, liberal media-elite opinions.” He’s signaling that he’s conservative and anti-elite. He’s trying to signal that he’s “not afraid” of being “politically incorrect,” which, when put another way, just means that he’s not afraid of saying things that people have explained over and over again are hurtful. He’s “not afraid” of being an asshole.

You might say, that in those last few sentences, I’m guilty of virtue signaling. And you’d be right.

But in calling me out for that, you would be, too.

[1] Read a transcript of the interview for more context.

[2] I don’t want to give this article more clicks, but you can search for it yourself if you want: Bartholomew, J. (18 April 2015) “Easy virtue.” The Spectator.

Three Things to Improve Your Professional Writing

This post is part of a series explaining basic principles of rhetoric as they apply to professional and public writing. Check out the first post and stay tuned for more posts on rhetoric!

When you sit down to write something for your job, what’s the first think you do? And don’t say panic.

If you’re like most people, you probably think about what it is you want to say. You might also think about the person or people you’re writing to, and why they should listen to you.

If you’re writing something short and simple, like an email reply, you might not spend a lot of time thinking about these things. On the other hand, if you’re writing something really big, like a grant proposal or a technical report, you probably think quite a bit about them.

In rhetoric, we talk about something called the rhetorical situation. The rhetorical situation is made up of three main components:

  1. The author
  2. The audience
  3. The purpose

Sometimes we like to illustrate these components with a neat little triangle.

An image featuring an illustration of the rhetorical situation triangle diagram. A triangle's three corners are labeled "purpose," "author," and "audience."

Most likely, you’re already thinking about these things when you sit down to write. You’re thinking about who you’re writing to—that’s the audience. You’re thinking about why you’re writing, or what you want people to do after they see your message. That’s the purpose. And you may be thinking about why your audience should listen to you, the author.

If you’re not thinking about these things when you sit down to write, you should start! Thinking through each component more explicitly can help you be more effective in your writing.

Fix this Social Media Post with the Rhetorical Situation

Here’s a quick, short example:

Say your organization is hosting an online trivia event to raise money for a charity. You create this great social media post with all the details, and you plan to ask everyone in the organization to share it. Let’s think through this piece of writing. Who is the author? Who is the audience? What is the purpose? And do you think the document will succeed in achieving its purpose?

Text on decorative background. Text reads: "Charity Fundraiser. Zoom Trivia Night. Date: Saturday, June 27. Time: 6:00 pm. Location: Your Computer!

Okay, so, first of all: who is the author? In this case, it’s you, but only sort of. The event is hosted by your organization. Can you tell that by looking at this piece of communication? Not really. It might be a good idea to add an organizational logo to the image so that the author is easily recognizable. Especially if it’s a big, well-known organization, that’ll give the post a boost in credibility.

Second, who is the audience? Well, you want everyone in your organization to share it, so, potentially, it could have a very wide audience—the social media friends of everyone in your organization! But, really, is that actually your audience? Or is it a bit more specific than that? If the event is a charity fundraiser, you probably want people to attend the event who have some disposable income and are amenable to donating it to the fundraiser.

And speaking of donating, what is the purpose of this post? You want to let people know about this event, but more specifically than that, what is the action you want people to take after they read the post? You want them to actually participate! And eventually, hopefully, give to the fundraiser. But does the poster let people know how to attend the fundraising event?

No, it doesn’t, because it’s a fake example I engineered as a teaching tool. The big place this piece of communication fails is in the purpose. If you want people to actually attend the fundraiser after reading the post, just saying, “Your Computer!” is the location isn’t quite specific enough. You’d need to give a link to the Zoom meeting or to the online ticketing service you’re using or whatever so that people know how to participate.

Identify Your Purpose

Understanding your purpose when you sit down to write and communicating that purpose clearly to your audience are both crucial parts for successful communication. But how, exactly, do you do that?

Well, it’s tricky. Especially because documents can have more than one purpose. Take for example meeting minutes—those documents that get sent around after organizational meetings that explain, sometimes in excruciating detail, what was discussed at the meeting. What are the purposes of those minutes? Here are a few I came up with:

  1. To have a record of organizational activity. Sometimes organizations need to refer to these things later on.
  2. To let people who couldn’t attend the meeting know what happened. Folks who didn’t attend can read through them to know what decisions were made and what tasks may have been assigned to them at the meeting. And speaking of tasks….
  3. To remind attendees what they agreed to at the meeting. I used to work as an editorial assistant at an academic lab that developed curricular materials for engineering education classrooms. I regularly referenced the lab meeting minutes to remind myself of all of the projects that needed my attention each week.

One way to think through your purpose for a document is actually to begin by thinking through your audience(s). Once you’ve identified your audience(s)—the topic of another post—you can think through what you want each audience to do after they’ve read your work. That’s your purpose.

Next up: Audience

Next time, we’ll take a deeper dive into identifying your audience for a piece of communication. But for now, I want to hear from you! Have you ever come across a piece of communication that failed in it’s purpose like this example? What about one that misunderstood its audience? Feel free to share examples in the comments below!

Rhetoric is Not a Four-Letter Word

It’s literally an eight-letter word. But you know what I mean.

Politicians like to throw the word rhetoric around like it leaves a bad taste in their mouth. They pair it with adjectives like hateful, divisive, or violent. They use it to talk about why their opponents are wrong or bad.

These are not incorrect uses of the word rhetoric. But here’s the thing. Calling out someone else’s rhetoric is, in and of itself, an example of rhetoric.

Academics (and recovering academics, like myself) like to quibble about definitions of rhetoric. They’ve been writing about it pretty much since writing became a thing. Socrates didn’t care for it. Aristotle thought it was a core component of civic life.

But what is it?

Aristotle said that rhetoric was all about persuasion, but I think it’s more than that. Rhetoric is about the choices we make whenever we communicate, not just when we’re trying to be persuasive.

If you believe that, then you start to see rhetoric everywhere around you—and that’s a good thing. Learning more about rhetoric can help you become a better communicator. It can also make you a savvier consumer of contemporary media. It can help you see when you’re being manipulated, and it can help you identify fake news.

It’s also a great at removing warts! Just kidding.

Rhetoric 101

Hopefully by now, you’ve been persuaded by my rhetoric to keep reading and learn more about, well, rhetoric. There’s a lot to cover, so while I’ll give an overview of a few concepts in rhetoric in this post, it’s just the beginning of a whole series on rhetoric. I’ll do some deeper dives into particular topics, and I’ll dissect rhetoric as I come across it in the wild.

To start with, in this post, I’ll cover the rhetorical situation and rhetorical appeals.

The Rhetorical Situation

Any time you communicate, you find yourself in a rhetorical situation. A rhetorical situation consists of four main parts: an author (or speaker), an audience, a message, and a context. Let’s take this blog post as an example. I’m the author, you’re the audience, and you’re reading the message. The context is that I want to talk about rhetoric to people outside of academia.

Let’s take another example, though. Say you’re writing a cover letter for a job you want to apply for (incidentally, something I can help you with). You’re the author, and the message is the contents of your letter—the experiences you share to illustrate your qualifications for the job in question. But who’s the audience?

That’s actually a more complicated question than you might think. You’re probably trying to get it on your future boss’s desk, but before it makes it there, it makes a few other steps along the way. First, it might go through an ATS, or automated tracking system. ATSes skim application materials and use machine-learning algorithms to select a few candidates out of several hundred to be forwarded on to HR. Then, someone in HR will likely look at it, and then finally, your cover letter might make it all the way to your (hopefully) future boss. So, your audience is not just your future boss, but also the HR department. You could even consider the ATS to be part of the audience!

So there’s more to the rhetorical situation than meets the eye. I’ll talk more about each component of the rhetorical situation in future posts, so stay tuned!

Rhetorical Appeals

If we think about rhetoric as persuasion, then one problem we have to solve when communicating is how to persuade. Rhetorical appeals are tools for persuasion.

In his Rhetoric, Aristotle talks about three rhetorical appeals, using some Greek words to describe them. These Greek words have stuck around since his time, so I’ll use them here, too:

  • Logos: Appeals to logic
  • Pathos: Appeals to emotion
  • Ethos: Appeals to credibility

As examples, I’ll talk about some popular commercials that use each appeal. Analyzing commercials is a great way to hone your ability to spot rhetorical appeals, by the way. And getting better at spotting them helps you get better at using them yourself.

Logos. Verzion makes several appeals to logos in this commercial. They say switching to Verizon makes more sense than “settling” for less 4G coverage.

Pathos. Old Spice has been the king of comedic commercials for awhile. Here’s an example of an Old Spice commercial appealing to pathos, or emotion.

But joy isn’t the only emotion that can be appealed to. The SPCA used to have a commercial featuring sad animals set to Sarah MacLaughlan’s song “Angel.” To this day I can’t watch it; press play at your own risk.

Ethos. Trident uses two main appeals in this commercial. It’s a funny commercial, so they’re appealing to pathos, but the phrase “four out of five dentists recommend…” is actually an appeal to ethos, or credibility. Dentists know what’s good for your teeth, so if four out of five dentists recommend it, then it must be good!

Rhetoric is an Eight-Letter Word

To recap, rhetoric isn’t inherently a bad thing. It can certainly be used for causes we disagree with, but it can also be used for good. Have you ever donated to a cause you care about after seeing a post on social media about it? That’s rhetoric at work!

Rhetoric and communication exist to get things done in this world. If you want to get things done, stay tuned for more discussions of rhetoric!