Canons of rhetoric

Invention

To conduct vigorous rhetorical analysis, one must be able to clearly differentiate between form and content. In essence, “one must clearly delineate the content of a discourse, and then look carefully at its style, organization and aesthetic elements” (Bauer & Gaskell 2000 : van Loon 2001). It is however important to note that the arguments that are made are highly shaped by the form of communication. The importance of invention in rhetorical analysis are the points that it

“addresses where arguments come from or, more classically, how orators „invent‟ arguments in relation to particular purposes.”

Disposition

This rhetorical canon practically analyzes the organization of a particular discourse. It seeks to identify how the organization of the work is correlated to the main arguments advanced and by what logic it supports its core claims (van Loon, 2001). This organizational pyramid gives the audience a persuasive understanding that some arguments may be more important than others.

Style

54 Style in a rhetorical discourse should be analyzed as that composite part of the relation between content and form. The persuasiveness of most discourses is embedded in their style, which of course, is directly related to the context of the discourse.

Metaphor and analogy: analyzing metaphors in a discourse is an important part of rhetorical analysis as “they can „transfer over‟ meaning from one concept to another as an aid to our understanding and description, as well as being a persuasive tool” (Bauer & Gaskell, 2000). In this regard, metaphor creates a comparison between two concepts because a phrase is used to refer to an action or thing to which it is otherwise not applicable.

Metonymy and synecdoche: These figurative languages refer to situations where a part refers to the whole. It is worth noting that the use of language itself functions at very different and complex levels and situations. Metonymy and synecdoche enables us to “shift attributes and characteristics from thing to another. It is a close relation to metaphor … and it also works alongside appeals to pathos” (Bauer & Gaskell, 2000).

Memory

Memory as a canon of rhetoric analyzes the connection between a rhetor and the content of their argument and whether they could deliver the same argument twice. In current theoretical circles, there is a revived interest in the cultural aspect of memory, and how particular discourses call upon cultural memories shared by authors and their audiences (Lipsitz, 1990).

Delivery

This canon examines the dissemination of a work and its content.

Worth noting about rhetoric as stipulated by Hart & Daughton (2005; 7) is the fact that:

like poetry, rhetoric creates a story almost out of nothing, using words to bring to life feelings we may have forgotten, plans we may not have considered … rhetoric uses

55 common ideas, conventional language, and specific information to influence audience‟s feelings and behavior.

Some of the fascinating things scholars have found about the many forms of rhetoric is summarily represented in the five basic moves of rhetoric by Hart & Daughton (2005, 7) which include:

(1) the rhetorician tries to exert change by using symbols (verbal and non-verbal) rather than non-symbolic forces; (2) the rhetorician must come to be regarded as a helper rather than as an exploiter; (3) the rhetorician must convince the audience that new choices be made; (4) the rhetorician must narrow the audience‟s options for making these choices even though (5) the rhetorician may become subtle by not specifying the details of the policies advanced.

Ethos – one form of persuasive argument, also referred to as ethical appeal is the means of convincing an audience based on the character or credibility of the author. A rhetorician may use ethos as a persuasive mode to show his audience that he is most credible and worth listening to. This can be done by using proper language (using correct grammar and syntax) that is most appropriate for the audience, and making one sound unbiased and fair. However, while who the author does not automatically make an argument more or less valid, it nonetheless plays some subtle form of persuasion.

Pathos – yet another form of persuasive argument, also referred to as emotional appeal is basically the persuasion of an audience by appealing to their emotions. Pathos in my opinion is most commonly used by today‟s contemporary politicians to invoke some kind of sympathy from an audience and to make them have the feeling which falls in line with the purpose of their rhetoric. Similarly, pathos can be used to invoke some kind of anger or hatred probably in order to prompt action. A good example is the anti-immigration and anti-globalization rhetoric of Marine Le Pen which from my analysis prompts an action of the supposed „Frexit‟. More so, pathos could be used by rhetoricians to draw some form of sympathy for a particular course by using emotional tone and meaningful language.

56 Logos or logic is to persuade an audience by the use of logic or reason. To convince an audience with the practice of logic will be to cite facts and statistics, historical and literal analogies, and citing certain authorities on a given subject. It is usually practiced by using advanced theoretical language. However, to build a strong rhetorical argument will be to master an effective and efficient blend of the three basic rhetorical appeals.