ABSTRACT
This chapter explores rhetoric in three distinct aspects. A good rhetorician needs to learn to read their audience to influence them to determine what type of appeal is the right one to use in a given situation. Ethos: There is an appeal that comes from direct authority (ethos) that is based on the credibility of the speaker. Pathos: There is a second type of appeal that draws the audience into the speaker's cause through feelings and shared values (pathos), that is, an emotional appeal. Logos: The third type of appeal, according to Aristotle, is an appeal to rational thought (Logos), which is based on logical thinking and statistical analysis. The nature or structure of rhetoric as a mode of discovery or agent of change consists of five interactive components. The five divisions are invention, arrangement, style, memory, and delivery. Erasmus compared them, respectively, to the bones, sinews, skin, breath, and movement of the human body.
