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

Miller Man Law

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.