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Rhetorical analysis is an essential skill for students, scholars, citizens, professionals-and just about anyone who needs to understand arguments or who needs to be persuasive.
Table of Contents
|Introduction to Rhetoric and Rhetorical Analysis||p. 1|
|What Is Rhetoric?||p. 2|
|What Is Rhetorical Analysis?||p. 3|
|What Is the Rhetorical Perspective?||p. 4|
|What Can You Find in This Book?||p. 5|
|Kairos and the Rhetorical Situation||p. 7|
|Aspects of the Rhetorical Situation||p. 11|
|Analysis 1: Kairos and the Rhetorical Situation in "Letter from Birmingham Jail"||p. 21|
|Analysis 2: Volkswagen's 1960 "Why" Advertisement and the Historical-Cultural Context||p. 28|
|Writing a Kairos Analysis||p. 35|
|Student Analysis of Kairos and a Recent Documentary: Rebecca Reilly, "The Kairos of War"||p. 39|
|The Classical Pisteis: Ethos, Logos, Pathos||p. 45|
|Reasons and Evidence: The Artistic and Inartistic Pisteis||p. 48|
|Argument and the Structure of Practical Reasoning||p. 50|
|Classical Terms for Argument: Enthymeme and Epicheireme||p. 54|
|More Classical Terms: Topics and Stases of Argument||p. 71|
|Sample Analysis: Enthymematic Argument in the First Half of "Letter from Birmingham Jail"||p. 81|
|Writing an Argument Analysis||p. 91|
|Student Analysis of Argument in a Video Game: David Daniels, "Building an Electronic Empire with Argument"||p. 96|
|Basic Principles: The Psychology of Form||p. 104|
|Some Varieties of Form: Progressive, Repetitive, and Conventional||p. 106|
|The Form of Argumentation: The Classical Template||p. 115|
|Spatial Form and Information Architecture||p. 119|
|Sample Analysis: Structure and the Classical Template in "Letter from Birmingham Jail"||p. 123|
|Writing a Structure Analysis||p. 129|
|Student Analysis of Structure in a Commercial: Haley Faulkner, "Real Beauty, Real Form: An Analysis of Structure in the Dove 'Onslaught' Video"||p. 132|
|The Virtues of Style||p. 138|
|Diction: Word Choice||p. 142|
|Figures of Speech and Thought||p. 144|
|Rhythmic Composition||p. 157|
|Types of Style||p. 161|
|Style and Delivery in Visual Texts: A Note||p. 167|
|Sample Analysis: On the Styles of Chrysler and VW||p. 169|
|Writing a Style Analysis||p. 176|
|Student Analysis of Style in a Televised Public Service Announcement: Tara Hall, "Clarity and Rhythm in a British PSA"||p. 181|
|Ideology (Logos Revisited)||p. 185|
|Searching for Ideological Presuppositions||p. 189|
|Searching for Ideological Overlap||p. 194|
|Searching for Ideological Extension||p. 197|
|Searching for Ideological Paradoxes||p. 199|
|Sample Analysis: Paradoxical Liberty in King's "Letter"||p. 201|
|CODA: Ideological Analysis as Cultural Analysis, or The Fifth Rhetorical Canon of Memory||p. 207|
|Affect (Pathos Revisited)||p. 208|
|Interpretation and Affect||p. 209|
|How Can We Observe/Analyze Affect?||p. 211|
|Pathemata, or What to Look for When Analyzing Affect||p. 213|
|Analyzing Emotional Repertoires||p. 223|
|Sample Analysis: Emotional Repertoires Invoked by Two Print Ads||p. 224|
|Habit (Ethos Revisited)||p. 232|
|Ethos and the Psyche||p. 233|
|Ethical Appeal and Identification||p. 235|
|What Makes an Ethical Appeal? Habits||p. 237|
|An Analytic Vocabulary: Habit, The Habitus, and The Social Field||p. 239|
|The Ironic Habitus and the "Why" Ad||p. 243|
|Martin Luther King, Jr.'s "Letter from Birmingham Jail"||p. 251|
|Chrysler Ad from April 25, 1960 Issue of Life Magazine||p. 268|
|Volkswagen's "Why" Ad from April 25, 1960 Issue of Life Magazine||p. 269|
|Works Cited||p. 270|
|Table of Contents provided by Ingram. All Rights Reserved.|