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Rhetorical Analysis A Brief Guide for Writers



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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

Prefacep. vi
Introduction to Rhetoric and Rhetorical Analysisp. 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 Situationp. 7
Kairosp. 9
Aspects of the Rhetorical Situationp. 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 Contextp. 28
Writing a Kairos Analysisp. 35
Student Analysis of Kairos and a Recent Documentary: Rebecca Reilly, "The Kairos of War"p. 39
Argumentationp. 44
The Classical Pisteis: Ethos, Logos, Pathosp. 45
Reasons and Evidence: The Artistic and Inartistic Pisteisp. 48
Argument and the Structure of Practical Reasoningp. 50
Classical Terms for Argument: Enthymeme and Epicheiremep. 54
More Classical Terms: Topics and Stases of Argumentp. 71
Sample Analysis: Enthymematic Argument in the First Half of "Letter from Birmingham Jail"p. 81
Writing an Argument Analysisp. 91
Student Analysis of Argument in a Video Game: David Daniels, "Building an Electronic Empire with Argument"p. 96
Structurep. 102
Basic Principles: The Psychology of Formp. 104
Some Varieties of Form: Progressive, Repetitive, and Conventionalp. 106
The Form of Argumentation: The Classical Templatep. 115
Spatial Form and Information Architecturep. 119
Sample Analysis: Structure and the Classical Template in "Letter from Birmingham Jail"p. 123
Writing a Structure Analysisp. 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
Stylep. 136
The Virtues of Stylep. 138
Diction: Word Choicep. 142
Figures of Speech and Thoughtp. 144
Rhythmic Compositionp. 157
Deliveryp. 160
Types of Stylep. 161
Style and Delivery in Visual Texts: A Notep. 167
Sample Analysis: On the Styles of Chrysler and VWp. 169
Writing a Style Analysisp. 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 Presuppositionsp. 189
Searching for Ideological Overlapp. 194
Searching for Ideological Extensionp. 197
Searching for Ideological Paradoxesp. 199
Sample Analysis: Paradoxical Liberty in King's "Letter"p. 201
CODA: Ideological Analysis as Cultural Analysis, or The Fifth Rhetorical Canon of Memoryp. 207
Affect (Pathos Revisited)p. 208
Interpretation and Affectp. 209
How Can We Observe/Analyze Affect?p. 211
Pathemata, or What to Look for When Analyzing Affectp. 213
Analyzing Emotional Repertoiresp. 223
Sample Analysis: Emotional Repertoires Invoked by Two Print Adsp. 224
Habit (Ethos Revisited)p. 232
Ethos and the Psychep. 233
Ethical Appeal and Identificationp. 235
What Makes an Ethical Appeal? Habitsp. 237
An Analytic Vocabulary: Habit, The Habitus, and The Social Fieldp. 239
The Ironic Habitus and the "Why" Adp. 243
Martin Luther King, Jr.'s "Letter from Birmingham Jail"p. 251
Chrysler Ad from April 25, 1960 Issue of Life Magazinep. 268
Volkswagen's "Why" Ad from April 25, 1960 Issue of Life Magazinep. 269
Works Citedp. 270
Creditsp. 271
Indexp. 272
Table of Contents provided by Ingram. All Rights Reserved.

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