DOCSLIB.ORG

Rhetoric in Ancient Greece and Rome: a Historical Perspective

Total Page：16

File Type：pdf, Size：1020Kb

Download full-text PDF Read full-text
Rhetoric in Ancient Greece and Rome: a Historical Perspective Research Journal of English Language and Literature (RJELAL) A Peer Reviewed (Refereed) International Journal Vol.8.Issue 1. 2020 Impact Factor 6.8992 (ICI) http://www.rjelal.com; (January-March) Email:[email protected] ISSN:2395-2636 (P); 2321-3108(O) RESEARCH ARTICLE RHETORIC IN ANCIENT GREECE AND ROME: A HISTORICAL PERSPECTIVE Dr DEEPALI DHAUL Guest Faculty, Dept. of English, HPUDES, Shimla Abstract This article proposes to study the first two stages in the evolution of rhetoric. It will trace the history and development of rhetoric from ancient Greece to Rome. Rhetorical devices are literary devices that combine with style to form an important aspect of rhetoric. The codification of the rhetorical devices was a long process toward acquiring the present nomenclature. This article will outline the history of Article Received: 30/12/2019 English rhetoric, with respect to the rhetorical devices, and trace and limit itself to its Article Accepted: 19/01/2020 inception in the classical traditions of Greek and Latin. The focus will also be on the Article Published online: rhetorical devices as systematised by the Sophist, Gorgias, to the augmentation by 28/01/2020 Roman rhetoricians. DOI: 10.33329/rjelal.8.1.81 Key words: rhetoric, Sophistic, Hellenic, rhetorical devices, Gorgias, Plato, Aristotle Introduction presented a Ciceronian form of rhetoric in The Marriage of Philology and Mercury, and in the Modern scholarship of English rhetoric is translations of Boethius. The art of rhetoric between founded on the principles and theories of ancient the Middle Ages, until the fourteenth century did not literary critics and rhetoricians of Greece and Rome. witness any progress and remained limited to Public speaking existed in Greece since Homer’s preaching, letter writing, and poetry. It is only with time, but the judicial pleadings under the tutelage of the Renaissance movement, during the fourteenth Corax and Tisias, of Sicily, saw the advent of the century in Europe, that a radical transformation of professional teaching of rhetoric by the Sophists in social and intellectual values was witnessed and led Athens. This may be taken as the beginning of a to the revival of classical rhetoric in a big way. systematic study of rhetoric. The sophism of Gorgias Renaissance rhetoricians like George of Trebizond and Protagoras; to Plato’s dialogues in Gorgias; and and the Italian humanist Petrarch, re-established Aristotle’s response in Rhetoric, together, mark the Greek and Roman models of rhetoric. The late first phase in the journey of rhetoric in the Hellenic Renaissance period also witnessed participation of age of Greece. The Roman rhetoricians, Cicero and women writers like Margaret Cavendish of England Quintilian developed the art (techne) considerably where rhetoric had flourished at the same time. which culminated in the second Sophistic. The period between the decline of the Roman Empire to the rise Seventeenth century Europe witnessed a of Christianity in Europe saw a major decline of period of transition where established traditions rhetoric and what emerged of it in the Middle Ages were questioned, social and intellectual issues were was an appropriated form of Roman rhetoric. St raised, and scientific temperament was on the rise. Augustine of Hippo preached a ‘Christian rhetoric,’ The Italian rhetorician Giovanni Battista Vico suited for the needs of the Church, and his professed the rhetoric of imagination and viewed contemporary Martianus Capella, also a rhetorician, rhetoric as essential to all arts. In England there was 81 Dr DEEPALI DHAUL Research Journal of English Language and Literature (RJELAL) A Peer Reviewed (Refereed) International Journal Vol.8.Issue 1. 2020 Impact Factor 6.8992 (ICI) http://www.rjelal.com; (January-March) Email:[email protected] ISSN:2395-2636 (P); 2321-3108(O) a major shift from the oral to the written word during decline and eventual revival of rhetoric during the the eighteenth century. There was a rise in education fall of the Greece to the Romans, also called the and English was slowly replacing the Latin that had second Sophistic. hitherto been the language of scholarship, especially Rhetoric in Greece of the ecclesiastical order. There were, thus, more takers for rhetoric in England than ever before. The beginnings of rhetoric can be traced Rhetoricians of the Scottish school like, George from ancient Greece to the rest of the English- Campbell, Adam Smith, and Hugh Blair developed a speaking world. The history of classical rhetoric new model of rhetoric focusing on eloquence and covers almost two thousand years, from its inception argument which also influenced American rhetoric. in the fifth century BCE to the first quarter of the British rhetorician Richard Whatley presented a twentieth century—the rhetoric being practiced more traditional form of rhetoric that emphasized on thereafter is referred to as the new rhetoric or the practical aspect of argument. stylistics. Like the doctrines of the other disciplines of grammar, poetics, and rhetoric, the formulation of The two World Wars presented the world the rhetorical devices was arrived at unconsciously; with the need for a new form of rhetoric, one that grammarians and rhetoricians dressed them with could discover a new language to explain the moral names for others to follow. In its initial stages, dilemma that could not be answered by the strides Western rhetoric existed in an unobtrusive form of scientific advancement. The new rhetoric was an around Homer’s time during the eighth century BCE. admixture of the classical rhetoric moulded for the The skills for expressing themselves through speech, present times. Scholars from all disciplines debate and discussion, in effect, arose out of a acknowledged the presence of rhetoric in their area natural ability for disputation that manifested in the of study, including science. This rhetoric, which rhetorical art. Rhetoric, thus, is derived from the emerged in the twentieth century, was founded on Greek techne rhetorike, the art of speech and the basis of arguments and the audience, pioneered persuasion. by Chiam Perelman, a Belgian philosopher and his colleague, Olbrechts Tyteca. American rhetoricians First Sophistic Kenneth Burke, Lloyd Bitzer, and Wayne C. Booth The Sophists are regarded as the have developed rhetorical theories in the present formulators of the systematic study of rhetoric. The times. Mikhail Bakhtin, the Russian linguist, has term Sophist is derived from the Greek word sophos, contributed to the rhetorical nature of language and meaning wise or skilled; sophia means wisdom, and culture that resulted in the ‘polyphonic’ discourse. the title Sophistes corresponds with the present day The intellectual movement of the last century saw meaning of professor or wise men (Duke n. pag.). the emergence of a renewed interest in persuasive These were professional men who, for a fee, hired discourse in the works of Ferdinand de Saussure, themselves out as speechwriters (logographos), Claude Levi-Strauss, Jacques Lacan, Michel Foucault, teachers of public speaking and professional orators. and Jacques Derrida. In recent times, feminist The city of Syracuse on the island of Sicily is regarded writers, such as Sonja K. Foss, have called for the as the birthplace of rhetoric. Corax, a rhetorician, documentation of women’s voice in rhetoric which offered training to the people of Syracuse to argue they feel has remained male centric. their land cases after the death of a tyrant named The present article limits itself to a study of Hieron: “His systematic approach to teaching oratory the origin and creation of the rhetorical figures in the was quickly adopted by others, and was carried to first and the second Sophistic only. These two Athens and other Greek city-states by professional periods bear witness to the obscure beginnings of teachers and practitioners of rhetoric known as rhetoric from Homer to the itinerant Greek Sophists; Sophists” (Herrick 33). Corax thus not only helped from the suspicions of Plato to the refutations of establish a certain system of rhetoric which gave the Aristotle; from Cicero’s eloquence, Quintillian’s ordinary people a means of pleading their claims in oratory, to Longinus’ sublimity. It further traces the court but also propelled “Syracuse toward 82 Dr DEEPALI DHAUL Research Journal of English Language and Literature (RJELAL) A Peer Reviewed (Refereed) International Journal Vol.8.Issue 1. 2020 Impact Factor 6.8992 (ICI) http://www.rjelal.com; (January-March) Email:[email protected] ISSN:2395-2636 (P); 2321-3108(O) democratic reform” (Sutton 87). Many authors Hippias of Elis, and Protagoras of Abdera are consider his pupil Tisias, as the teacher of the Attic important Sophists, but Gorgias is best remembered orator, Isocrates. for his hypnotic style, “for developing stylistic devices that were later augmented and adapted by Gorgias visited Athens as an ambassador many subsequent orators and rhetorical theorists” and to him is attributed the distinction, “for piloting (Herrick 44). In modern times Gorgias is famous rhetoric beyond its judicial function into the sphere because of Plato’s dialogue, which bears his name, of philosophy” (Bradford 3). At this point of time in Gorgias, but in rhetorical history he is famous for history the Hellenic city-states, the polis, were bedazzling Athenians with his brilliance in oratory undergoing major reforms that guided them from and copious use of rhetorical devices. In order to aristocracy
Load more

Recommended publications
  • The Ramist Style of John Udall: Audience and Pictorial Logic in Puritan Sermon and Controversy
    Oral Tradition, 2/1 (1987): 188-213 The Ramist Style of John Udall: Audience and Pictorial Logic in Puritan Sermon and Controversy John G. Rechtien With Wilbur Samuel Howell’s Logic and Rhetoric in England, 1500-1700 (1956), Walter J. Ong’s Ramus, Method, and the Decay of Dialogue (1958) helped establish the common contemporary view that Ramism impoverished logic and rhetoric as arts of communication.1 For example, scholars agree that Ramism neglected audience accomodation; denied truth as an object of rhetoric by reserving it to logic; rejected persuasion about probabilities; and relegated rhetoric to ornamentation.2 Like Richard Hooker in Of the Laws of Ecclesiastical Polity (I.vi.4), these scholars criticize Ramist logic as simplistic. Their objections identify the consequences of Ramus’ visual analogy of logic and rhetoric to “surfaces,” which are “apprehended by sight” and divorced from “voice and hearing” (Ong 1958:280). As a result of his analogy of knowledge and communication to vision rather than to sound, Ramus left rhetoric only two of its fi ve parts, ornamentation (fi gures of speech and tropes) and delivery (voice and gesture). He stripped three parts (inventio, dispositio, and memory) from rhetoric. Traditionally shared by logic and rhetoric, the recovery and derivation of ideas (inventio) and their organization (dispositio) were now reserved to logic. Finally, Ramus’ method of organizing according to dichotomies substituted “mental space” for memory (Ong 1958:280). In the context of this new logic and the rhetoric dependent on it, a statement was not recognized as a part of a conversation, but appeared to stand alone as a speech event fi xed in space.
    [Show full text]
  • Augustine and the Art of Ruling in the Carolingian Imperial Period
    Augustine and the Art of Ruling in the Carolingian Imperial Period This volume is an investigation of how Augustine was received in the Carolingian period, and the elements of his thought which had an impact on Carolingian ideas of ‘state’, rulership and ethics. It focuses on Alcuin of York and Hincmar of Rheims, authors and political advisers to Charlemagne and to Charles the Bald, respectively. It examines how they used Augustinian political thought and ethics, as manifested in the De civitate Dei, to give more weight to their advice. A comparative approach sheds light on the differences between Charlemagne’s reign and that of his grandson. It scrutinizes Alcuin’s and Hincmar’s discussions of empire, rulership and the moral conduct of political agents during which both drew on the De civitate Dei, although each came away with a different understanding. By means of a philological–historical approach, the book offers a deeper reading and treats the Latin texts as political discourses defined by content and language. Sophia Moesch is currently an SNSF-funded postdoctoral fellow at the University of Oxford, working on a project entitled ‘Developing Principles of Good Govern- ance: Latin and Greek Political Advice during the Carolingian and Macedonian Reforms’. She completed her PhD in History at King’s College London. Augustine and the Art of Ruling in the Carolingian Imperial Period Political Discourse in Alcuin of York and Hincmar of Rheims Sophia Moesch First published 2020 by Routledge 2 Park Square, Milton Park, Abingdon, Oxon OX14 4RN and by Routledge 52 Vanderbilt Avenue, New York, NY 10017 Routledge is an imprint of the Taylor & Francis Group, an informa business Published with the support of the Swiss National Science Foundation.
    [Show full text]
  • Natural Law and Modern Jurisprudence Joseph V
    Document généré le 1 oct. 2021 06:45 Laval théologique et philosophique Natural Law and Modern Jurisprudence Joseph V. Dolan Volume 15, numéro 1, 1959 URI : https://id.erudit.org/iderudit/1019972ar DOI : https://doi.org/10.7202/1019972ar Aller au sommaire du numéro Éditeur(s) Laval théologique et philosophique, Université Laval ISSN 0023-9054 (imprimé) 1703-8804 (numérique) Découvrir la revue Citer cet article Dolan, J. V. (1959). Natural Law and Modern Jurisprudence. Laval théologique et philosophique, 15(1), 32–63. https://doi.org/10.7202/1019972ar Tous droits réservés © Laval théologique et philosophique, Université Laval, Ce document est protégé par la loi sur le droit d’auteur. L’utilisation des 1959 services d’Érudit (y compris la reproduction) est assujettie à sa politique d’utilisation que vous pouvez consulter en ligne. https://apropos.erudit.org/fr/usagers/politique-dutilisation/ Cet article est diffusé et préservé par Érudit. Érudit est un consortium interuniversitaire sans but lucratif composé de l’Université de Montréal, l’Université Laval et l’Université du Québec à Montréal. Il a pour mission la promotion et la valorisation de la recherche. https://www.erudit.org/fr/ Natural Law and Modern Jurisprudence I. LAW AND THE FORMATION OF THE CITIZEN 1. The influence of the community It is almost with surprise that we remark in theEthics, where Aristotle is preparing his transition to thePolitics, the important and even critical role he assigns to law in the formation of virtue.1 It is our habit to think of law as occupied with ends more immediate and pedestrian like monitoring traffic, taxing our cigarettes, and suppressing violence.
    [Show full text]
  • A Study of Musical Rhetoric in JS Bach's Organ Fugues
    A Study of Musical Rhetoric in J. S. Bach’s Organ Fugues BWV 546, 552.2, 577, and 582 A document submitted to the Graduate School of the University of Cincinnati in partial fulfillment of the requirements for the degree of DOCTOR OF MUSICAL ARTS in the Keyboard Division of the College-Conservatory of Music March 2015 by Wei-Chun Liao BFA, National Taiwan Normal University, 1999 MA, Teachers College, Columbia University, 2002 MEd, Teachers College, Columbia University, 2003 Committee Chair: Roberta Gary, DMA Abstract This study explores the musical-rhetorical tradition in German Baroque music and its connection with Johann Sebastian Bach’s fugal writing. Fugal theory according to musica poetica sources includes both contrapuntal devices and structural principles. Johann Mattheson’s dispositio model for organizing instrumental music provides an approach to comprehending the process of Baroque composition. His view on the construction of a subject also offers a way to observe a subject’s transformation in the fugal process. While fugal writing was considered the essential compositional technique for developing musical ideas in the Baroque era, a successful musical-rhetorical dispositio can shape the fugue from a simple subject into a convincing and coherent work. The analyses of the four selected fugues in this study, BWV 546, 552.2, 577, and 582, will provide a reading of the musical-rhetorical dispositio for an understanding of Bach’s fugal writing. ii Copyright © 2015 by Wei-Chun Liao All rights reserved iii Acknowledgements The completion of this document would not have been possible without the help and support of many people.
    [Show full text]
  • The Structure of the Virtues a Study of Thomas Aquinas’S and Godfrey of Fontaines’S Accounts of Moral Goodness
    Alexander Stöpfgeshoff The Structure of the Virtues A Study of Thomas Aquinas’s and Godfrey of Fontaines’s Accounts of Moral Goodness Dissertation presented at Uppsala University to be publicly examined in Sal VIII, Universitetshuset, Biskopsgatan 3, 753 10, Uppsala, Monday, 10 September 2018 at 14:15 for the degree of Doctor of Philosophy. The examination will be conducted in English. Faculty examiner: Professor Bonnie Kent (The Department of Philosophy, UC Irvine). Abstract Stöpfgeshoff, A. 2018. The Structure of the Virtues. A Study of Thomas Aquinas’s and Godfrey of Fontaines's Accounts of Moral Goodness. 173 pp. Uppsala: Department of Philosophy, Uppsala University. ISBN 978-91-506-2713-8. This dissertation is a study of Thomas Aquinas’s (1225–1274) and Godfrey of Fontaines’s (d. 1306) moral philosophies. In this study, I conduct a detailed analysis of two Aristotelian commitments concerning the character virtues, namely, The Plurality of the Character Virtues and The Connection of the Character Virtues. Both Aquinas and Godfrey think that there are many distinct character virtues (such as moderation and justice), however, one cannot (perfectly) possess these character virtues in separation from each other. In Chapter I, it is established that Aquinas believes in the plurality of the character virtues not because of a specific account of the human soul, but because he is committed to a plurality in what he calls “the notion of goodness.” In Chapter II, it is argued that Aquinas’s account of virtuous action requires that there be a likeness between a person and their actions in terms of the notion of goodness explored in Chapter I.
    [Show full text]
  • AUGUSTINE on SUFFERING and ORDER: PUNISHMENT in CONTEXT by SAMANTHA ELIZABETH THOMPSON a Thesis Submitted in Conformity With
    AUGUSTINE ON SUFFERING AND ORDER: PUNISHMENT IN CONTEXT BY SAMANTHA ELIZABETH THOMPSON A Thesis Submitted in Conformity with the Requirements for the Degree of Doctor of Philosophy Department of Philosophy University of Toronto © Samantha Elizabeth Thompson 2010 Augustine on Suffering and Order: Punishment in Context Samantha Elizabeth Thompson Doctor of Philosophy Department of Philosophy University of Toronto 2010 Abstract Augustine of Hippo argues that all suffering is the result of the punishment of sin. Misinterpretations of his meaning are common since isolated statements taken from his works do give misleading and contradictory impressions. This dissertation assembles a comprehensive account of Augustine’s understanding of the causes of suffering to show that these views are substantive and internally consistent. The argument of the dissertation proceeds by confronting and resolving the apparent problems with Augustine’s views on sin and punishment from within the broader framework of his anthropology and metaphysics. The chief difficulty is that Augustine gives two apparently irreconcilable accounts of suffering as punishment. In the first, suffering is viewed as self-inflicted because sin is inherently self-damaging. In the second, God inflicts suffering in response to sin. This dissertation argues that these views are united by Augustine’s concern with the theme of ‘order.’ The first account, it argues, is actually an expression of Augustine’s doctrine that evil is the privation of good; since good is for Augustine synonymous with order, we can then see why he views all affliction as the concrete experience of disorder brought about by sin. This context in turn allows us to see that, by invoking the ii notion of divinely inflicted punishment in both its retributive and remedial forms, Augustine wants to show that disorder itself is embraced by order, either because disorder itself must obey laws, or because what is disordered can be reordered.
    [Show full text]
  • The Sophistic Roman: Education and Status in Quintilian, Tacitus and Pliny Brandon F. Jones a Dissertation Submitted in Partial
    The Sophistic Roman: Education and Status in Quintilian, Tacitus and Pliny Brandon F. Jones A dissertation submitted in partial fulfillment of the requirements for the degree of Doctor of Philosophy University of Washington 2015 Reading Committee: Alain Gowing, Chair Catherine Connors Alexander Hollmann Deborah Kamen Program Authorized to Offer Degree: Classics ©Copyright 2015 Brandon F. Jones University of Washington Abstract The Sophistic Roman: Education and Status in Quintilian, Tacitus and Pliny Brandon F. Jones Chair of Supervisory Commitee: Professor Alain Gowing Department of Classics This study is about the construction of identity and self-promotion of status by means of elite education during the first and second centuries CE, a cultural and historical period termed by many as the Second Sophistic. Though the Second Sophistic has traditionally been treated as a Greek cultural movement, individual Romans also viewed engagement with a past, Greek or otherwise, as a way of displaying education and authority, and, thereby, of promoting status. Readings of the work of Quintilian, Tacitus and Pliny, first- and second-century Latin prose authors, reveal a remarkable engagement with the methodologies and motivations employed by their Greek contemporaries—Dio of Prusa, Plutarch, Lucian and Philostratus, most particularly. The first two chapters of this study illustrate and explain the centrality of Greek in the Roman educational system. The final three chapters focus on Roman displays of that acquired Greek paideia in language, literature and oratory, respectively. As these chapters demonstrate, the social practices of paideia and their deployment were a multi-cultural phenomenon. Table of Contents Acknowledgements ........................................................................... 2 Introduction ....................................................................................... 4 Chapter One.
    [Show full text]
  • Rhetorik Und Aufmerksamkeit. Die Fünf Officia Oratoris (PDF)
    Rhetorik und Aufmerksamkeit. Die fünf officia oratoris (Melanie Möller, FU Berlin) Terminologie der Aufmerksamkeit: • gr. : προσέχειν (τòν νοῦν) • attendere, intendere, contendere, (tendere) • anim(um) advertere • erigere, incitare, excitare, movere • videre, audire • observare, intueri Dialogi Berolinenses 2018: „Rhetorik und Aufmerksamkeit“ (Melanie Möller) 2 Rezeptionshaltungen: benivolus, attentus, docilis Prozess der „Interattention“ (B. Waldenfels, Phänomenologie der Aufmerksamkeit, Frankfurt a.M. 2004) Dialogi Berolinenses 2018: „Rhetorik und Aufmerksamkeit“ (Melanie Möller) 3 officia oratoris/partes rhetorices inventio „Auffindung“ dispositio „Anordnung“ elocutio „Vertextung“ memoria „Auswendiglernen“ (Mnemotechnik) actio/pronuntiatio „Vortrag“ Dialogi Berolinenses 2018: „Rhetorik und Aufmerksamkeit“ (Melanie Möller) 4 inv. 1, 9: partes autem eae, quas plerique dixerunt, „Die Teile aber sind diejenigen, die die meisten inventio, dispositio, elocutio, memoria, angeführt haben: Auffindung, Anordnung, pronuntiatio. inventio est excogitatio rerum stilistische Durchformung, Auswendiglernen, verarum aut veri similium, quae causam Vortrag. Beim ‚Auffinden‘ handelt es sich um das probabilem reddant; dispositio est rerum Ersinnen wahrer oder wahrheitsähnlicher inventarum in ordinem distributio; elocutio est Gegebenheiten, die den Fall plausibel machen idoneorum verborum ad inventionem sollen; unter ‚Anordnung‘ verstehen wir die accommodatio; memoria est firma animi rerum Verteilung der aufgefundenen Argumente auf ac verborum ad inventionem
    [Show full text]
  • The Pulpit & the Memory Palace
    Copyright by Ryan Tinetti 2019 !iii THESIS ABSTRACT The following thesis considers the benefits of classical rhetoric for contemporary preaching, with special reference to the classical memorization technique known as the method of loci (or Memory Palace). The goal for this research is to discern how the method of loci can help pastors to “preach by heart,” that is, to internalize the sermon such that they can preach it without notes as though it were an extemporaneous Spirit- prompted utterance. To this end, the thesis is structured around two parts. Following an Introduction that sets out the practical challenges to preaching by heart that attend many pastors, Part 1 provides a survey of classical rhetoric, especially the so-called “modes of persuasion” and “canons of rhetoric,” before then turning specifically to the canon of Memoria (“memory”) and its concomitant practice of the Memory Palace. Part 2 applies the insights of the first part to the process of sermon preparation more broadly, and then walks through the practice of the Memory Palace for preaching in particular. A Conclusion recapitulates the argument and demonstrates the method of loci in practice. !iv To Anne, who knows me by heart !v TABLE OF CONTENTS Abstract iv Acknowledgements vii Introduction: Preaching by Heart 1 Part 1: Classical Rhetoric and the Method of Loci 22 Chapter 1: An Overview of Classical Rhetoric 23 Chapter 2: Memoria and the Method of Loci 43 Part 2: Contemporary Preaching and the Memory Palace 64 Chapter 3: Applying Classical Rhetoric to Sermon Preparation 65 Chapter 4: Constructing the Memory Palace 79 Conclusion: At Home in the Word 104 Bibliography 122 Biography 127 !vi ACKNOWLEDGMENTS To complete a project such as this thesis is to create a profound sense of indebtedness and gratitude to the many people who made it possible.
    [Show full text]
  • Elevator Pitch
    MONOGRÁFICO Círculo de Lingüística Aplicada a la Comunicación ISSN: 1576-4737 https://dx.doi.org/10.5209/clac.66597 Rhetorical Analysis of a Discourse Model in the Business World: Elevator Pitch Javier de Santiago-Guervós1 Recibido: 14 de noviembre de 2019 / 24 de noviembre de 2019 Abstract. This paper proposes an analytical model for entrepreneurial pitches based on the five canons of rhetoric (i.e. invention, arrangement, style, memory and delivery), through the de- construction of the text from the discursive act itself (as conceived in the invention phase) to its actual production (i.e. delivery). The questions this methodology attempts to answer are why the pitch may be persuasive and how that persuasion is achieved by analyzing its discursive and linguistic characteristics; what ethical, rational or emotional arguments are appealed to; who the potential audience is, and what other multimodal resources are used to support the persuasive force of the text. In order to answer these questions, two pitches in Spanish are deconstructed and conclusions regarding their efficacy are drawn. Key words: Persuasion; rhetoric; discourse analysis. [es] Análisis retórico de un modelo de discurso en el ámbito comercial: Elevator Pitch Resumen. En este trabajo se propone un modelo analítico para un tipo de discurso comercial (Elevator Pitch) basado en los cinco cánones de la retórica clásica (inventio, dispositio, elocutio, memoria y actio). Partiendo de dos discursos opuestos desde el punto de vista de su eficacia, se pretende deconstruir el texto para comprender las razones del logro persuasivo (o de su fracaso) analizando sus características discursivas y lingüísticas desde el mismo momento de la planificación (estudio del destinatario, argumentos, etc.) hasta la puesta en escena pasando por una selección léxica (elocutio) perfectamente estudiada que pretende estimular marcos cognitivos de interpretación que apoyan la propia argumentación en favor de la persuasión del interlocutor.
    [Show full text]
  • TOWARD a THEORY of RHETORICAL MEMORY By
    Reclaiming Memoria for Writing Pedagogies: Toward a Theory of Rhetorical Memory Item Type text; Electronic Dissertation Authors Kennedy, Tammie Marie Publisher The University of Arizona. Rights Copyright © is held by the author. Digital access to this material is made possible by the University Libraries, University of Arizona. Further transmission, reproduction or presentation (such as public display or performance) of protected items is prohibited except with permission of the author. Download date 30/09/2021 10:30:27 Link to Item http://hdl.handle.net/10150/193644 RECLAIMING MEMORIA FOR WRITING PEDAGOGIES: TOWARD A THEORY OF RHETORICAL MEMORY by Tammie M. Kennedy Copyright © Tammie M. Kennedy 2009 A Dissertation Submitted to the Faculty of the DEPARTMENT OF ENGLISH In Partial Fulfillment of the Requirements For the Degree of DOCTOR OF PHILOSOPHY WITH A MAJOR IN RHETORIC, COMPOSITION, AND THE TEACHING OF ENGLISH In the Graduate College THE UNIVERSITY OF ARIZONA 2009 2 THE UNIVERSITY OF ARIZONA GRADUATE COLLEGE As members of the Dissertation Committee, we certify that we have read the dissertation prepared by Tammie M. Kennedy entitled Reclaiming Memoria for Writing Pedagogies: Toward a Theory of Rhetorical Memory and recommend that it be accepted as fulfilling the dissertation requirement for the Degree of Doctor of Philosophy. Date: October 31, 2008 Roxanne Mountford Date: October 31, 2008 Thomas P. Miller Date: October 31, 2008 Adela Licona Date: October 31, 2008 Krista Ratcliffe Final approval and acceptance of this dissertation is contingent upon the candidate’s submission of the final copies of the dissertation to the Graduate College. I hereby certify that I have read this dissertation prepared under my direction and recommend that it be accepted as fulfilling the dissertation requirement.
    [Show full text]
  • Between Grammar and Rhetoric Poetria Nova and Its Educational Context in Medieval and Renaissance Italy
    Le poetriae del medioevo latino Modelli, fortuna, commenti a cura di Gian Carlo Alessio e Domenico Losappio Between Grammar and Rhetoric Poetria nova and Its Educational Context in Medieval and Renaissance Italy Robert Black (The University of Leeds, UK) Abstract This paper examines the context of Geoffrey of Vinsauf’s Poetria nova and of its manu- scripts and commentaries in medieval and Renaissance Italy. It is well known that, in Italy, gram- mar (Latin language and literature) was the concern of elementary and mainly secondary schools, whereas rhetoric was primarily a university subject (although basic introductory rhetoric also figured at the end of the secondary-school curriculum). There is little direct (and scant indirect) indica- tion that Poetria nova was taught in Italian universities, but abundant evidence that it was used in schools. Such a school (as opposed to university) context suggests that Poetria nova was primarily used in teaching grammar, not rhetoric, in medieval and Renaissance Italy. The most important use of the text was teaching prose composition: how to vary sentences beyond the simplest wording and structure of subject-verb-predicate (suppositum-appositum) initially learned by grammar pupils, i.e. moving from ordo naturalis to ordo artificialis. Marjorie Curry Woods has written, “although there is growing evidence that the Poetria nova was used to teach the composition of prose, and especially, letters, throughout Europe, it is almost always copied with verse texts, often classical works, in Ital- ian manuscripts, which suggests that it was also used there to teach the interpretation of literary texts”. But there is little sign that Geoffrey of Vinsauf was cited in Italian literary manuscripts during the fourteenth and fifteenth centuries: in my study of manuscript schoolbooks preserved in Flor- entine libraries, there are 98 in which authorities are explicitly cited.
    [Show full text]