Rhetoric for Persuasive Communication

I came across this statement by @ObiWanFranklinX made on X on Friday: "She's rhetorically challenged. She's rhetorted".

 

[Note: The commentator was referring to Kamala Harris because when she opens her mouth, almost without fail, what comes out is "word salad"!

 

For those who are still "blur" about the meaning of "word salad", it is a mixture of words or phrases that is confused and difficult to understand. In fact, you can say that Kamala Harris and "word salad" are synonymous].

 

The weighty remarks made at the start of this post immediately remind me of rhetoric which is language designed to effect persuasion. 

 

Speakers (and writers) ought to learn to use rhetorical appeals – and rightfully, Harris (right), who aspires to be the President of the United States of America on November 05, should be no exception.

 

But then again, she cannot even speak properly – and so, I certainly must not expect her to be able to use rhetoric, much less speak clearly.

 

For the rest of us who endeavor to boost our persuasive communication, we should appreciate the importance of rhetoric. Simply put, rhetoric is the art of persuasive speaking (or writing), especially the different ways in which we use words to present an idea.

 

It is a term that has its roots dating back to ancient Greece. Back then, they focused on persuasion techniques and speech rather than written text. Now, rhetoric encompasses not only speeches and written works, but also visual rhetorics such as images and film.

 

Essentially, rhetoric serves to communicate a message that shapes how the audience receives the information. Knowing how to use the tools of rhetoric can, not only enhance your communication, but it can help more people to agree with your perspective. 

 

We call it, rhetorical appeal.

 

Generally speaking, rhetorical appeal refers to the methods you use to persuade your audience. There are three types of appeals, which I commonly refer to as EPL:

 

Ethos 

 

Ethos is a two-fold appeal. The speaker uses their credibility on the subject to appeal to the values and attitudes of listeners. Your credibility as a speaker is influenced by your competence and experience on the subject. For instance, if you’re trying to get support for environmental conservation, your message will be better received by an eco-conscious crowd if you have an excellent record as an activist. 

 

A rhetor is the owner of a message. As the speaker, writer, or creator of a piece of information, you decide what the message is, how to craft it and when to deliver it. And in making an ethical appeal, the rhetor must also be able to prove their character. 

 

While credibility is about experience, character is about personality traits. When you show that you are of good character, you earn the trust of your audience. When forming ethical appeals, highlight the values that matter to your audience and include why they are important to you. This way, you can create a strong connection with your audience.

 

Pathos 

 

Pathos is an appeal to the sensibilities and emotions of your audience. You can do this by connecting to the emotions your audience already has toward an issue or by evoking new emotions in them. Distinct emotions you can connect with include happiness, sadness, anger and hope.

 

Emotions can influence decision-making. People may be more receptive to pathos than to logos. You can support an emotional appeal through: 

• Vivid imagery describing people or events that others will find relatable 
• Personal stories that your listeners can empathize with 
• Descriptive storytelling techniques 
  

Logos 

 

Logos is an appeal to logic or reason. When you use logos to make your appeal, you support your message with objective evidence – statistics, facts and other verified data. A logical argument is clear and consistent. 

 

To appeal to logos, you must consider the audience and the context of the rhetorical situation. You can support logos through: 

• Using deductive or inductive reasoning 
• Detailing a certain point 
• Making comparisons
  

All these three kinds of rhetorical appeals are governed by time and opportunity. When forming your rhetorical strategy, you should be mindful of the place, time and purpose of your message. 

 

You may even apply a combination of all three appeals to craft a cogent, compelling and convincing narrative.

So, the next time you speak (or write), I challenge you to employ EPL in your speeches (or writings).