Canons of RhetoricCanons of Rhetoric

• InventionInvention: creating and constructing : creating and constructing ideasideas

• ArrangementArrangement: ordering and lying out : ordering and lying out ideas effectivelyideas effectively

• StyleStyle: developing the appropriate : developing the appropriate expression/tone for those ideasexpression/tone for those ideas

• MemoryMemory: retaining invented ideas, : retaining invented ideas, recalling additional supporting ideas, and recalling additional supporting ideas, and facilitating memory in the audiencefacilitating memory in the audience

• DeliveryDelivery: presenting or performing ideas : presenting or performing ideas with the aim of persuadingwith the aim of persuading

InventionInvention

• Inventing argument means you are Inventing argument means you are generating ideas about a topic.generating ideas about a topic.

• To develop ideas, you can use a range of To develop ideas, you can use a range of rhetorical strategies: invoking pathos, rhetorical strategies: invoking pathos, using ethos or good character, or using ethos or good character, or employing logos to reason calmly and employing logos to reason calmly and logically with your readers/listeners.logically with your readers/listeners.

• Your task is to forge a powerful text that Your task is to forge a powerful text that argues a point, to convince others to see a argues a point, to convince others to see a particular perspective---yours.particular perspective---yours.

Invention, con’t.Invention, con’t.

• Photos, like written texts, are artifacts of Photos, like written texts, are artifacts of rhetorical invention. They are created by a writer rhetorical invention. They are created by a writer or artist. Thus, the “reality” that photos display is or artist. Thus, the “reality” that photos display is actually a version of reality created by a actually a version of reality created by a photographer’s rhetorical and artistic decisions: photographer’s rhetorical and artistic decisions:

– whether to use color or black-and-white film; what sort whether to use color or black-and-white film; what sort

of lighting to use; how to position the subject of the of lighting to use; how to position the subject of the photograph; whether to opt for a panorama or close-up photograph; whether to opt for a panorama or close-up shot; what backdrop to use, how to crop, or trim, the shot; what backdrop to use, how to crop, or trim, the image once it’s printed.image once it’s printed.

• We are looking at the product of deliberate We are looking at the product of deliberate strategies of invention.strategies of invention.

ArrangementArrangement

• After invention, arrangement becomes a key After invention, arrangement becomes a key consideration. The way in which you present consideration. The way in which you present material on the page will shape a reader’s material on the page will shape a reader’s response to the ideasresponse to the ideas

• When we refer to “arrangement” in a written or When we refer to “arrangement” in a written or visual argument, we often are referring to the visual argument, we often are referring to the underlying structure of the essay itself.underlying structure of the essay itself.– Chronological structureChronological structure– Cause-effectCause-effect– Problem-solutionProblem-solution– Block structureBlock structure– Thematic structureThematic structure

StyleStyle

• Choose appropriate expression for the ideas Choose appropriate expression for the ideas of your argument. These choices relate to:of your argument. These choices relate to:– LanguageLanguage– ToneTone– SyntaxSyntax– Rhetorical appealsRhetorical appeals– MetaphorsMetaphors– ImageryImagery– QuotationsQuotations– Level of emphasisLevel of emphasis– NuanceNuance

StyleStyle

• Your persona is a deliberately crafted version of yourself as the writer.Your persona is a deliberately crafted version of yourself as the writer.

• When you compose a text (written, verbal, or visual), you decide how to use language When you compose a text (written, verbal, or visual), you decide how to use language to represent a particular persona/voice to the audience you want to address.to represent a particular persona/voice to the audience you want to address.

• You create a portrait of yourself as the author of your argument through tone (formal or You create a portrait of yourself as the author of your argument through tone (formal or informal, humorous or serious); word choice (academic, colloquial); sentence structures informal, humorous or serious); word choice (academic, colloquial); sentence structures (complex or simple and direct); use of rhetorical appeals (pathos, logos, ethos); and (complex or simple and direct); use of rhetorical appeals (pathos, logos, ethos); and strategies of persuasion (narration, example, cause/effect, analogy, process, definition).strategies of persuasion (narration, example, cause/effect, analogy, process, definition).

• Creating a persona/voice requires care.Creating a persona/voice requires care.

• A well designed one can facilitate a strong connection with your readers and therefore A well designed one can facilitate a strong connection with your readers and therefore make your argument more persuasive.make your argument more persuasive.

• A poorly constructed voice (biased, inconsistent, underdeveloped) can have the A poorly constructed voice (biased, inconsistent, underdeveloped) can have the opposite effect, alienating readers and undercutting your text’s overall effectiveness.opposite effect, alienating readers and undercutting your text’s overall effectiveness.

Alfano, C.L., & O’Brien, A.J. (2008). (2Alfano, C.L., & O’Brien, A.J. (2008). (2ndnd ed.). ed.). Envision: Writing and researching Envision: Writing and researching arguments. arguments. Pearson/Longman: New York.Pearson/Longman: New York.