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.

Preface	p. vi
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
Kairos	p. 9
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
Argumentation	p. 44
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
Structure	p. 102
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
Style	p. 136
The Virtues of Style	p. 138
Diction: Word Choice	p. 142
Figures of Speech and Thought	p. 144
Rhythmic Composition	p. 157
Delivery	p. 160
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
Credits	p. 271
Index	p. 272
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