Rhetorical Analysis: A Brief Guide for Writers, walk students through the process for doing different kinds of analyses -- argument analysis, structure analysis, style analysis, and more. Shows how to analyze a range of texts, print, visual, and multimedia. Includes authors’ own analyses as models for students, as well as 4 complete student model papers. Introduces students to rhetorical concepts (both classical and modern) that are relevant to rhetorical analysis.
Table of Contents
Chapter 1. Introduction to Rhetoric and Rhetorical Analysis
What is Rhetoric?
What is Rhetorical Analysis?
What is the Rhetorical Perspective?
What Can you Find in this Book?
Chapter 2 Kairos and the Rhetorical Situation
Aspects of the Rhetorical Situation
Analysis 1: Kairos and the Rhetorical Situation in “Letter from Birmingham Jail”
Analysis 2: Volkswagen’s 1960 “Why” Ad and the Historical-Cultural Context
Writing a Kairos Analysis
Student Analysis of Kairos and a Recent Documentary:
Rebecca Reilly, “The Kairos of War”
Chapter 3 Argumentation
The Classical Pisteis: Ethos, Logos, Pathos
Reasons and Evidence: the Artistic and Inartistic Pisteis
Argument and the Structure of Practical Reasoning
Classical Terms for Argument:
Enthymeme and Epicheireme
More Classical Terms: “Topics” and “Stases” of Argument
Sample Analysis: Enthymematic Argument in the First Half of “Letter from Birmingham Jail”
Writing an Argument Analysis
Student Analysis of Argument in a Video Game:
David Daniels, “Building an Electronic Empire
Chapter 4 Structure
Basic Principles: The Psychology of Form
Some Varieties of Form: Progressive, Repetitive, and Conventional
The Form of Argumentation: The Classical Template
Spatial Form and Information Architecture
Sample Analysis: Structure and the Classical
Template in “Letter from Birmingham Jail"
Writing a Structure Analysis
Student Analysis of Structure in a Commercial:
Haley Faulkner, “Real Beauty, Real Form: An Analysis
of Structure in the Dove ‘Onslaught’ Video”
Chapter 5 Style
The Virtues of Style
Diction: Word Choice
Figures of Speech and Thought
Types of Style
Style and Delivery in Visual Texts: A Note
Sample Analysis: On the Styles of
Chrysler and VW
Writing a Style Analysis
Student Analysis of Style in a Televised Public Service
Announcement: Tara Hall, “Clarity and Rhythm
in a British PSA”
Chapter 6 Ideology (Logos Revisited)
Searching for Ideological Presuppositions
Searching for Ideological Overlap
Searching for Ideological Extension
Searching for Ideological Paradoxes
Sample Analysis: Paradoxical Liberty in King’s “Letter”
Coda: Ideological Analysis as Cultural Analysis, or, The Fifth Rhetorical Canon of Memory
Chapter 7 Affect (Pathos Revisited)
Interpretation and Affect
How Can we Observe/Analyze Affect?
Pathemata, or What to Look for When
Analyzing Emotional Repertoires
Sample Analysis: Emotional Repertoires Invoked by Two Print Ads
Chapter 8 Habit (Ethos Revisited)
Ethos and the Psyche
Ethical Appeal and Identification
What Makes an Ethical Appeal? Habits
An Analytic Vocabulary: Habit, the Habitus, and the Social Field
The Ironic Habitus and the “Why” Ad
Appendix A Martin Luther King, Jr.’s “Letter from Birmingham Jail”
Appendix B Chrysler Ad from April 25, 1960 Issue of Life Magazine
Appendix C Volkswagen’s “Why” Ad from April 25, 1960 Issue of Life Magazine
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