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Rhetorical Analysis, CourseSmart eTextbook

By Mark G. Longaker, Jeffrey Walker

Published by Longman

Published Date: Dec 1, 2010

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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

            with Argument”


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

            Rhythmic Composition


            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 Affect

            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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Rhetorical Analysis, CourseSmart eTextbook
Format: Safari Book

$12.99 | ISBN-13: 978-0-205-03249-5