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Comm Theory - Rhetoric of Aristotle

Rhetoric discovering all possible means of persuasion
inartistic proofs external evidence the speaker doesn't create
artistic proofs internal proofs that contain logical, ethical, or emotional appeals
logos logical proof, which comes from the line of argument in a speech
enthymeme an incomplete version of a formal deductive syllogism that is created by leaving out a premise already accepted by the audience or by leaving an obvious conclusion unstated
ethos perceived credibility, which comes from the speaker's intelligence, character, and goodwill toward the audience, as these personal characteristics are revealed through the message
pathos emotional proof, which comes from the feelings the speech draws out of those who hear it
5 canons of rhetoric the principle divisions of the art of persuasion established by ancient rhetoricians - invention, arrangement, style, delivery, and memory
invention a speaker's "hunt" for arguments that will be effective in a particular speech
golden mean the virtue of moderation; the virtuous person develops habits that avoid extremes
Created by: moogoogaiboo
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