rhetoric: a user’s guide
Post on 07-Jan-2016
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Rhetoric: A User’s Guide
Advanced Rhetorical Writing
Matt Barton
What’s it good for?
• Rhetoric is a useful tool for– Constructing an Identity– Making Persuasive Arguments– Interpreting Symbols, Texts, and Events
• Rhetoric kicks in when more by-the-numbers systems won’t cut it.
Rhetorical Theory & Practice
• Most fields have a “dominant paradigm” that its workers follow to generate new knowledge.– Rhetoric is a “grab bag” of conceptual tools; a
“whatever works” methodology.
Rhetoric of Cell Phones
• The way you use your cell phone is a form of rhetorical practice.– You can use the cell phone as a “theatrical
prop,” staging conversations or showing off how important you are.
– A cell phone can reassure you (and argue to others) when you’re feeling insecure or lonely.
– There are generally two audiences with a cell phone: The person you’re calling, and the people standing around listening.
Rhetoric of Travel
• Traveling is a way to get outside our comfort zones and open our minds to new possibilities.– Although we can’t ever have a truly “authentic
experience” or a true escape from our “everyday lives,” traveling can help us “remain vigilant” and “self-critical” about ourselves.
Rhetoric of Advertising
• “Advertising acts as an immensely powerful propaganda tool for a consumerist ideology that may impoverish our psyches almost as readily as it empties our wallets.”
Understanding Ads
• “Advertisements are best understood as responses to other claims and as continuations of ongoing conversations.”– Let’s take a look at the “big picture” of the
advertising phenomenon, not just focus on isolated ads.
Evolution of Ads
• In early forms, ads were designed to hawk “snake oils” and “miracle cures” to a rather naïve public.
“Reason Why” Strategies
• Later ads tried to present a “talky” ad that identified a problem, then explained why their product would solve it.
Power of Suggestion
• Later ads abandoned the direct approach and focused on “bending people’s attitudes.” – Customer: Buys products they need.– Consumer: Buys products they want.
Argument vs. Suggestion
• Arguments invite skepticism and counterargument.
• Suggestion invites identification.– Suggestions lets you get away with ads that
would never work with arguments.
suggestion
The Absurdity
• TV commercials try to make us feel like buying their products will help us form a “unique and authentic” identity.– Just like all the other millions of consumers
who fall for the same line…
We’re Unique! Absolutely unique!
The Benetton Effect
• Why pay $50 more for a shirt just because it has a company logo on it?– Put emphasis on the brand name.
Final Thoughts on Rhetoric
• Rhetoric is useful because it – Promotes better, richer conversations that are
capable of • Forestalling conflict,• Overcoming difference,• Converting enmity to critical understanding• And difference to identification.
– Rhetoric shapes conversationalists capable of both critical listening and thoughtful speaking.
The End of Conversation
• Our conversation is not the means to the good life.– It is the good life.
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