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Aristotle's Rhetoric
Aristotle's Rhetoric
Aristotle's Rhetoric
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Overview

This model from Ancient Greece has helped define the art of persuasion for over 2,000 years and continues to serve as a guide for impactf ...

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duarum enim vitarum nobis erunt instituta capienda. Mene ergo et Triarium dignos existimas, apud quos turpiter loquare? Bork Hoc loco tenere se Triarius non potuit. At iste non dolendi status non vocatur voluptas. Duo Reges: constructio interrete. Sint modo partes vitae beatae.

Etiam beatissimum? Dat enim intervalla et relaxat. Videmusne ut pueri ne verberibus quidem a contemplandis rebus perquirendisque deterreantur? Superiores tres erant, quae esse possent, quarum est una sola defensa, eaque vehementer. Inde sermone vario sex illa a Dipylo stadia confecimus. Satisne vobis videor pro meo iure in vestris auribus commentatus?

Ille enim occurrentia nescio quae comminiscebatur; Nulla profecto est, quin suam vim retineat a primo ad extremum. Duae sunt enim res quoque, ne tu verba solum putes. Quamvis enim depravatae non sint, pravae tamen esse possunt. Cupiditates non Epicuri divisione finiebat, sed sua satietate. Aeque enim contingit omnibus fidibus, ut incontentae sint. Sed quid sentiat, non videtis.

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Actionable Takeaways
  • Deeply understand your audience. 

What are their current ...

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Utrum igitur percurri omnem Epicuri disciplinam placet an de una voluptate quaeri, de qua omne certamen est? Duo Reges: constructio interrete. Graecis hoc modicum est: Leonidas, Epaminondas, tres aliqui aut quattuor; Ex rebus enim timiditas, non ex vocabulis nascitur. Quae similitudo in genere etiam humano apparet. Bestiarum vero nullum iudicium puto. Nam et a te perfici istam disputationem volo, nec tua mihi oratio longa videri potest. Itaque primos congressus copulationesque et consuetudinum instituendarum voluntates fieri propter voluptatem;

Nihil acciderat ei, quod nollet, nisi quod anulum, quo delectabatur, in mari abiecerat. Nam, ut paulo ante docui, augendae voluptatis finis est doloris omnis amotio. Gracchum patrem non beatiorem fuisse quam fillum, cum alter stabilire rem publicam studuerit, alter evertere. Mihi quidem Antiochum, quem audis, satis belle videris attendere. Sed tamen omne, quod de re bona dilucide dicitur, mihi praeclare dici videtur. Quid, si non sensus modo ei sit datus, verum etiam animus hominis? Sumenda potius quam expetenda. Non quam nostram quidem, inquit Pomponius iocans; Invidiosum nomen est, infame, suspectum.

Quod dicit Epicurus etiam de voluptate, quae minime sint voluptates, eas obscurari saepe et obrui. Neque solum ea communia, verum etiam paria esse dixerunt. Indicant pueri, in quibus ut in speculis natura cernitur. Itaque a sapientia praecipitur se ipsam, si usus sit, sapiens ut relinquat. Si qua in iis corrigere voluit, deteriora fecit. Quodcumque in mentem incideret, et quodcumque tamquam occurreret. Quo tandem modo? Quae quidem vel cum periculo est quaerenda vobis;

Limitations

Plato, Aristotle’s teacher, was critical of persuasion techniques, seemingly to rally against the form and emotional element winning arguments over a logical case as an example of manipulation. Aristotle did counter this, suggesting that the art of persuasion was a necessary but neutral tool and that it should be used ethically. 

Other criticism of the model tends to be in its application, as it sets a broad framework but potentially lacks more practical application. In other words, while a useful guide, the model still takes considerable skill to apply effectively and consistently. 

In Practice

Legal application. 

This 2014 research paper describes how Aristotle’s Rhetorical Triangle is a crucial tool in the courtroom. The author explains: 

“Logos, ethos, and pathos, a persuader’s logical, credibility-related, and emotional appeals, when used in concert, create a whole argument. This argument is one which takes into account the human element as well as the rational and logical needs of the law in its pursuit of justice. Classical Aristotelian rhetoric, thus, must not be dismissed by the advocate hoping to most effectively represent his client. Nor should it be dismissed by the legal community as form over substance.As I have demonstrated, the end result of an attorney utilizing Aristotle’s three modes together is the fairest result possible in a given situation, so substance is not sacrificed, and effective form is still maintained.”

“I have a dream.” 

I could have chosen an analysis of any modern speech based on Aristotle’s Rhetorical Triangle, I went with Martin Luthor King’s classic. 

This article breaks it down, including noting the following: 

Ethos

  • By way of establishing his intentions, “In his speech, King frequently looks back at moments in American history and refers to the leaders who laid the foundation of free America.” 

Pathos

  • Given the moment of anger and frustration he was speaking in, there’s no wonder that Pathos was a main ingredient. “His speech keeps growing more dramatic and engaging. King tries to make the frustration visible that years of neglect have caused.” 

Logos

  • King paints the future state, the ‘dream’, and lays out a path to achieve it, heavily referencing American history. 

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Origins & Resources

Aristotle’s Rhetoric was set out in his book On Rhetoric: A Theory of Civil Discourse. I say 'book' because it has been published as such but, like his other works, seems to have been a collection of his student’s notes in response to his lectures. His body of work on persuasion did progress and shift over his life, though these three appeals remained consistent. 

Other modern sources to dive into this model include the work of Carmine Gallo, see his HBR article on the topic; and Sam Leith’s Words Like Loaded Pistols. For a more in-depth albeit slightly academic view of this model, you can also visit the entry in Stanford’s Encyclopedia of Philosophy.    

My Notes

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