Rhetoric

Art of persuasive speech-making. Its effectiveness is epitomised by the speeches of Antony and Brutus, and their effects on the plebeians.

In a rhetorical question, the answer you're gonna give is the one the speaker wants. Involves the opinion of the listeners. "Did this in Caesar seem ambitious?" (said by Antony) has a much greater effect. It's more impactful for the Roman plebeians to say to themselves 'Caesar was not ambitious' than for Antony to say it.

Using rule of three: ppl tend to remember things that are listed in three. "Government of the ppl, by the ppl, for the ppl' (Abraham Lincoln's Gettysburg Address) & 'Education, education, education' (Tony Blair's Labour Party manifesto) is a great demonstration of such a rule.

Ethos

Appeals based on the character of the speaker, and the tone of the speech should establish the speaker's virtue and moral worth. (Brutus has this in his speech)

Basically, you should listen because:

- I good reputation and authority

- I entertain you

- I use facts in such a way (for example, by using a smattering of Latin words) that I appear to know what I am talking about

Logos

Appeals based on logic or reason. Argument is demonstrated by means of argument such as syllogisms, examples and maxims

You should listen to me because:

- I speak incontrovertible facts only

Pathos

Appeal based on emotion, often associated with suffering or empathy & emotions induced in the audience. Audience begins to feel that the speaker must be right & is won over to his side.

You should listen because:

- here is a problem

- this is how a problem affected you personally

- this is how the problem has affected me

- often using metaphor or simile to allow audience to make an emotional connection with an abstract notion such as 'mercy'