Theory Key Names
Annotated list of scholars and terms, from the Instructors Manual and margin notes in the text
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Chapter 22—The Rhetoric
- A Student of Plato, ancient Greek teacher and scholar whose Rhetoric represents the first systematic study of public speaking and audience analysis.
- Discovering in each case all possible means of persuasion
- Inartistic proofs
- External evidence that the speaker doesn’t create.
- Artistic proofs
- Internal proofs that contain logos, pathos, and ethos appeals.
- Proofs that appeal to listeners’ rationality; lines of argument that seem reasonable; enthymemes and examples.
- An incomplete version of a formal deductive syllogism that is created by leaving out a premise that is already accepted by the audience or by leaving an obvious conclusion unstated; a reasonable argument.
- Lloyd Bitzer
- Late rhetorician from the University of Wisconsin who argued that the audience helps construct an enthymematic proof by supplying the missing premise.
- Proofs consisting of feelings and emotions elicited by the speech.
- Perceived credibility consisting of auditors’ judgment of the speaker’s intelligence, character, and goodwill toward the audience, as these personal characteristics are revealed throughout the speech.
- Canons of rhetoric
- The principal divisions of the art of persuasion established by ancient rhetoricians: invention, arrangement, style, delivery, and memory.
- The 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 avoids extremes.
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