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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. Quid enim de amicitia statueris utilitatis causa expetenda vides. Non quam nostram quidem, inquit Pomponius iocans; Cum id quoque, ut cupiebat, audivisset, evelli iussit eam, qua erat transfixus, hastam. Theophrasti igitur, inquit, tibi liber ille placet de beata vita? Etenim nec iustitia nec amicitia esse omnino poterunt, nisi ipsae per se expetuntur. Iam illud quale tandem est, bona praeterita non effluere sapienti, mala meminisse non oportere? Duo Reges: constructio interrete. Non quam nostram quidem, inquit Pomponius iocans; Quam ob rem tandem, inquit, non satisfacit?

An eum discere ea mavis, quae cum plane perdidiceriti nihil sciat? Compensabatur, inquit, cum summis doloribus laetitia. Quod cum accidisset ut alter alterum necopinato videremus, surrexit statim. Aliud est enim poëtarum more verba fundere, aliud ea, quae dicas, ratione et arte distinguere. Nihilne te delectat umquam -video, quicum loquar-, te igitur, Torquate, ipsum per se nihil delectat? Virtutis, magnitudinis animi, patientiae, fortitudinis fomentis dolor mitigari solet. Hoc ille tuus non vult omnibusque ex rebus voluptatem quasi mercedem exigit. Duarum enim vitarum nobis erunt instituta capienda.

Aliis esse maiora, illud dubium, ad id, quod summum bonum dicitis, ecquaenam possit fieri accessio. Quod idem cum vestri faciant, non satis magnam tribuunt inventoribus gratiam. Quid est igitur, cur ita semper deum appellet Epicurus beatum et aeternum? Scientiam pollicentur, quam non erat mirum sapientiae cupido patria esse cariorem. Nihilo beatiorem esse Metellum quam Regulum.

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Actionable Takeaways
  • Deeply understand your audience. 

What are their current ...

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Quia nec honesto quic quam honestius nec turpi turpius. Quod dicit Epicurus etiam de voluptate, quae minime sint voluptates, eas obscurari saepe et obrui. Sed erat aequius Triarium aliquid de dissensione nostra iudicare. Recte, inquit, intellegis. Duo Reges: constructio interrete. Philosophi autem in suis lectulis plerumque moriuntur. Vide igitur ne non debeas verbis nostris uti, sententiis tuis. Sic, et quidem diligentius saepiusque ista loquemur inter nos agemusque communiter.

Mihi, inquam, qui te id ipsum rogavi? Itaque hic ipse iam pridem est reiectus; Atqui haec patefactio quasi rerum opertarum, cum quid quidque sit aperitur, definitio est. Ita graviter et severe voluptatem secrevit a bono. Quis enim confidit semper sibi illud stabile et firmum permansurum, quod fragile et caducum sit? Idemne potest esse dies saepius, qui semel fuit? Sin te auctoritas commovebat, nobisne omnibus et Platoni ipsi nescio quem illum anteponebas? Isto modo ne improbos quidem, si essent boni viri.

Conferam avum tuum Drusum cum C. Quam ob rem tandem, inquit, non satisfacit? Bork Non igitur potestis voluptate omnia dirigentes aut tueri aut retinere virtutem.

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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