The Precepts of Classical Rhetoric in the Letters of Geoffrey Chaucer’S Troylus & Criseyde
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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. -
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. -
A Proposal for Teaching the Literary Essay Through a Rhetorical Analysis
A Proposal for Teaching the Literary Essay through a Rhetorical Analysis Margarita Esther Sánchez Cuervo, University of Las Palmas de Gran Canaria, Spain The European Conference on Literature and Librarianship 2014 Official Conference Proceedings Abstract The literary essay is a heterogeneous genre that may contain expository, narrative, descriptive and argumentative types of text. Due to its indefinite nature, it is difficult to find critical studies that develop an accurate understanding of the essay that may lead to an objective teaching of this genre. However, as an exemplar of the argumentative discourse, the literary essay can be studied following a rhetorical model of analysis. Rhetoric can be seen as a general model of text production and as an instrument of textual analysis. In this vein, some rhetorical principles related to inventio, dispositio and elocutio can be recognised in the construction of the modern essay. Inventio is concerned with the generation of arguments. Dispositio is related to the order of the arguments, and contains the partes orationis: exordium, narratio/expositio, argumentatio and conclusio. By means of elocutio, the students recognise the expressive devices that contribute to defining the style of the essay, such as rhetorical figures. To illustrate my proposal, I use several extracts from Virginia Woolf’s short essays. Woolf wrote a large number of literary reviews for the press that can be read following this rhetorical approach and that provide a rich source of arguments and rhetorical figures. In the course of my analysis, I offer undergraduate students of English language and literature some guidelines for the analysis. By using this model, these students can also acquire the training to examine other essays belonging to past and present essayists. -
Rhetoric in the Faculty of Arts at the Universities of Paris and Oxford in the Middle Ages : a Summary of the Evidence
RHETORIC IN THE FACULTY OF ARTS AT THE UNIVERSITIES OF PARIS AND OXFORD IN THE MIDDLE AGES : A SUMMARY OF THE EVIDENCE Introduction The subject of the present paper1 — the 'decline' of rhetoric at the Universities of Paris and Oxford (taken as the premier, benchmark institutions of their type for the period 2) during the last three 1. The present investigation represents a preliminary survey of the possibility that rhetoric was taught in the medieval western universities of Paris and Oxford more substantially than has hitherto been thought. The investigation arose out of two cir cumstances. The first was to find a home for the manuscripts of rhetorical commen taries written, apparently, during the second half of the twelfth century and the first quarter of the thirteenth, that have come to light since I began working on articles concerning the fortleben of Cicero's De inverinone and the pseudo-Ciceronian Ad Herennium for the international series Catalogus Translationum et Commentariorum Medii Aevi, ed. V. Brown, F. E. Cranz and P. O. Kristeller. The second circumstance was an invitation to talk on the subject at a special Colloque organised by Olga Weijers (Constantijn Instituut, The Hague) and Louis Holtz (Institut de Recherche et d'histoire des Textes, Paris) at the Institut de France, Paris, 18-20 May 1995 and enti tled 'L'Enseignement des disciplines à la Faculté des Arts (Paris et Oxford, XIIIe- XVe siècles)'. The Proceedings of this Colloque are currently in press, under the just- mentioned title. They contain a short summary of some aspects of the paper here printed. -
Pronunciatio in the Music of Purcell and Handel
Pronunciatio in the Music of Purcell and Handel Michael Purves-Smith Wilfrid Laurier University Classical rhetoric is of importance to singers. The Romans divided the subject into five parts. Pronunciatio, the last of these, covers all aspects of delivery. It is the territory of the voice teacher, and master of elocution, and, as actio, the home of the stage director and actor. Elocutio, the third part, is con- cerned with style and diction. It is the canon that contemporary rhetoricians are most interested in, and musicians should be as well. Of the early writers on rhetoric, Quintilianl wrote most on the subject of delivery. He invented rules to cover every conceivable aspect of performance, including gesture and attitude, proxemics, and the modulation and care of the voice. Mter him, the subject was frequently neglected by writers on rhetoric, presumably because it is better taught in the doing than in theory. Nonetheless, rhetorical delivery continued to be enthusiastically practised until very recently. Nowadays, neither performing musician nor rhetorician pays much atten- tion to pronunciatio. For the orator, taste forbids generous use of gesture, and sound amplification supplants voice modulation. Singers perform art song, one hand on the piano, the other employed in various attitudes of supplication, the face adapted to the demands of good voice production. The hands of choral soloists are usually occupied with music, and their faces devoted to making themselves heard. On stage, where gesture and flexible facial expression are always present, they are not systemized, but arise spontaneously from the effort to copy nature in order to convince the audience. -
Visualizing Words and Knowledge: Arts of Memory from the Agora to the Computer
Syracuse University SURFACE Dissertations - ALL SURFACE May 2015 Visualizing Words and Knowledge: Arts of Memory from the Agora to the Computer Seth D. Long Syracuse University Follow this and additional works at: https://surface.syr.edu/etd Part of the Arts and Humanities Commons Recommended Citation Long, Seth D., "Visualizing Words and Knowledge: Arts of Memory from the Agora to the Computer" (2015). Dissertations - ALL. 222. https://surface.syr.edu/etd/222 This Dissertation is brought to you for free and open access by the SURFACE at SURFACE. It has been accepted for inclusion in Dissertations - ALL by an authorized administrator of SURFACE. For more information, please contact [email protected]. ABSTRACT This dissertation examines rhetoric’s fourth canon—the art of memory—tracing its development through the classical, medieval, and early modern periods. It argues that for most of its history, the fourth canon was an art by which words and knowledge were remediated into visual, spatial forms, either in the mind or on the page. And it was this technique of visualization, I argue, that linked the canons of memory and invention throughout history. In contemporary rhetorical theory, however, memory palaces and mnemonic imagery have been replaced with a conception of memory grounded in psychology and critique. I argue that this move away from memory as an artificial practice has obscured the classical art’s visual precepts, consequently severing the ancient link between memory and invention. I suggest that contemporary rhetorical theorists should return to visualization to revitalize the fourth canon in the twenty-first century. Today, digital tools that visualize words and knowledge are ubiquitous. -
ISSA Proceedings 1998 – Visual Rhetoric: from Elocutio To
ISSA Proceedings 1998 – Visual Rhetoric: From Elocutio To Inventio 1. The Semiotic Ornatus Perspective on Visual Rhetoric In his article “The rhetoric of the image” Roland Barthes assumes that if classical rhetoric were to be rethought in structural terms it would “perhaps be possible to establish a general rhetoric of the signifiers of connotation, valid for articulated sound, image, gesture” (1977: 50): “This rhetoric could only be established on the basis of a quite considerable inventory, but it is possible now to foresee that one will find in it some of the figures formerly identified by the Ancients and the Classics; the tomato, for example, signifies Italianicity by the metonymy and in an other advertisement the sequence of three scenes (Coffee in beans, coffee in powder, coffee sipped in the cup) releases a certain logical relationship in the same way as an asyndeton” (: 49f). This ‘figurative’ approach to visual rhetoric is pursued more fully in the text “Rhétorique et image publicitaire”. Here Jacques Durand defines rhetoric as the art of fake speaking (“l’art de la parole feinte”) (1970: 70), and describes its task as transforming or converting the proper expression (“le language propre”) into a figurative or rhetorical expression (“language figuré”). What is said by using a rhetorical figure or trope could also have been said in a different, or normal, manner. Durand sought to “find a visual transposition of the rhetorical figures in the advertising image” (1987: 295) by examining more than one thousand magazine advertisements. This was done by considering “a rhetorical figure as a transformation from a ‘simple proposition, to a ‘figurative proposition’” (: 295). -
Audio Description, Rhetoric and Multimodality
ISSN 1798-4769 Journal of Language Teaching and Research, Vol. 2, No. 5, pp. 949-956, September 2011 © 2011 ACADEMY PUBLISHER Manufactured in Finland. doi:10.4304/jltr.2.5.949-956 Audio Description, Rhetoric and Multimodality Cristina Álvarez de Morales Facultad de Traducción e Interpretación, Universidad de Granada, Spain Email: [email protected] Abstract—This paper constitutes a theoretical reflection within the Project AMATRA of the University of Granada (Spain), part of the European Project Technological on-line framework to integrate the work flow of audiovisual accessible translation. We also are member of the Project PRA2 which is oriented towards creating a technological website platform open to any user, where people, regardless of the functional characteristics, can interact with any audiovisual resources. In the paper, we present the audio descriptive text as a new modern discourse, a coherent oral text and a speech act according to the five phases of Quintilian Rhetoric: inventio, dispositio, elocutio, memoria and actio. We also offer examples of the main tropes and figures that ornament the audio descriptive text and make it a rhetorical discourse. Index Terms—audio description, inventio, dispositio, elocutio, actio, rhetoric discourse I. INTRODUCTION AMATRA is a translation research group of the University of Granada with a theoretical interest in Access to Knowledge, Multimodality and Translation training. This interest led us to create a data base of films with Spanish audio description (AD) in order to analyze, through Multimodal Corpus Linguistics methods, the characteristics of Spanish AD. Results from this analysis have a professional and a didactic application. They serve the double purpose of being the basis to carry out AD reception experiments that may contribute to the improvement of existing AD guidelines, and a valuable set of reference materials for AD training, AD training teaching, as well as for AD professionals. -
Rhetoric: Some Definitions (Note That One of These Things Is Not Like the Others…)
Rhetoric: Some Definitions (note that one of these things is not like the others…) Gorgias: Persuasion by speech is like abduction by force. And: “The power of speech [logos] over the constitution of the soul can be compared with the effect of drugs on the bodily state: just as drugs by driving out different humours from the body can put an end either to the disease or to life, so with speech: different words can induce grief, pleasure or fear; or again, by means of a harmful kind of persuasion, words can drug and bewitch the soul.” Socrates/Plato: “Rhetoric” is “an art of guiding the soul by means of words” (technê psychagôgia tis dia logôn) in any kind of discourse (Phaedrus) Aristotle: Rhetoric is an antistrophes to dialectic. “Let rhetoric [be defined as] an ability [dynamis], in each [particular] case, to see the available means of persuasion.” “Rhetoric is a counterpart of dialectic” — an art of practical civic reasoning, applied to deliberative, judicial, and “display” speeches in political assemblies, lawcourts, and other public gatherings. Cicero: "Rhetoric is one great art comprised of five lesser arts: inventio, dispositio, elocutio, memoria, and pronunciatio." Rhetoric is "speech designed to persuade." Rhetoric is a general art of speech that joins “wisdom and eloquence” (sapientia et eloquentia), and that ranges over the whole realm of human concerns, but applies especially to practical civic discourse. Quintillian: "Rhetoric is the art of speaking well." Actually, it’s “the good man speaking well.” George Campbell: [Rhetoric] is that art or talent by which discourse is adapted to its end. -
Remembering the Convivio: Dante and the Art of Memory
Buonocore 1 REMEMBERING THE CONVIVIO: DANTE AND THE ART OF MEMORY ELEONORA BUONOCORE The question of memory in Dante’s works has fascinated many scholars. From Frances Yates’s remarks on the mnemonics of Inferno in The Art of Memory to Mary Carruthers’s references to the poem in The Book of Memory,1 the question of memory has been a salient one for Dante scholarship. Nevertheless, scholars have mainly focused their attention on the issue of memory in the Commedia and in the Vita Nuova, ignoring almost entirely the role that memory plays in the most overtly philosophical of Dante’s works, the Convivio.2 The reasons behind this choice are likely due to the absence in the Convivio of the clear references to memory one finds in both the Commedia and in the Vita Nuova. On the one hand, the Vita Nuova opens with Dante’s explicit mention of his memory (“In quella parte del libro de 1 “That Dante’s Inferno could be regarded as a kind of memory system for memorizing […] will come as a great shock, and I must leave it as a shock” (Frances A.Yates, The Art of Memory [London: Routledge & K. Paul, 1966], 104]. Cf. Mary Carruthers, The Book of Memory (Cambridge, U.K.: Cambridge University Press, 1990), especially 16, 57-58, 185-188, 224. 2Among the vast scholarship on Convivio, see the commentaries by Giorgio Busnelli and Giuseppe Vandelli in Dante Alighieri, Il Convivio, ed. Giorgio Busnelli and Giuseppe Vandelli (Florence: Le Monnier, 1953); Cesare Vasoli in Dante Alighieri, Opere minori, Vol. -
1 'What's in a Name?' Shakespeare's Inventio and the Topic of 'Notatio'
‘What’s in a name?’ Shakespeare’s inventio and the Topic of ‘notatio’ (names) Kirk Dodd University of Sydney [email protected] Students of the Elizabethan grammar school, including the King Edward VI School in Stratford-upon-Avon, were trained on the Ciceronian conception of the ars rhetorica which included the three canons of composition: inventio, dispositio, and elocutio (invention, arrangement, and style).1 Yet, while much has been published about Shakespeare’s uses of the tropes and figures (his elocutio), not a great deal is known about Shakespeare’s applications of inventio methods.2 Most precepts for inventio focus on the consideration of particular ‘topics’ to help invent arguments for oratory, such as considering the definition of one’s subject, or its name, its genus, its species, its causes, its effects and so forth. The Romans called these topics ‘loci’ (places) or ‘sedes’ (seats or regions), and they were conceived as quasi-literal hiding places in the mind where arguments lurked, waiting to be discovered, and drawn out, thus in-vented into the world.3 1 Quentin Skinner, Forensic Shakespeare (Oxford: Oxford University Press, 2014), p.4. 2 Raphael Lyne, discussing Barthes’s explanation of inventio as more ‘extractive’ for discovering existing material than ‘creative’, notes that ‘one of the problems in the reception of rhetoric has been an over- emphasis on the ‘third part of the technè rhétorikè known as lexis or elocutio, to which we are accustomed to pejoratively reducing rhetoric because of the interest [we] Moderns have taken in the figures of rhetoric’’, Shakespeare, Rhetoric and Cognition (Cambridge: Cambridge University Press, 2011), pp. -
In Literary Theory
Oral Tradition, 2/1 (1987): 214-30 “Voice” and “Address” in Literary Theory William J. Kennedy One of Walter Ong’s major interests has been the history of the rhetorical tradition in the West and its impact on literary forms. In recent years that interest has faced a powerful challenge from the theoretical advances of deconstruction. On the face of it, no approach to rhetoric or literature could be more different from Walter Ong’s than that of deconstruction. In juxtaposing these contrary approaches, I wish to look at both from within, to examine their concerns, to understand their usefulness. Jacques Derrida describes the deconstructive approach as one that is free from method: “The fi rst gesture of this departure and this deconstruction, although subject to a certain historical necessity, cannot be given methodological or logical intraorbitary assurances” (Derrida 1976:162). Deconstruction nonetheless partakes of method and systematic discovery. In the words of one of its foremost literary theorists, Paul de Man, it teaches that “truth is the recognition of the systematic character of a certain kind of error” (1979:17). Walter Ong’s own studies have focused on methods and systems of thought, and many have explored the particular rhetorical system of Petrus Ramus and his followers. In this essay I will argue that the rhetorical assumptions of deconstruction share one of the central weaknesses of Ramus’ system. The weakness is to reduce the rhetorical presence of voice and address to an emotional affect, to subordinate it to the suppositious materiality of a fi gure or trope. Contrary to the allegations of many literary critics hostile to deconstruction, the latter’s chief problem is not that it fi nds no meaning in human discourse, for often its highly resourceful, deeply pressured readings fi nd more meaning than a given text might seem to bear.