ABSTRACT
Sustainable designers face not only the technical and aesthetic challenges of creating environmentally conscious products, structures, and systems; they also must confront the existing attitudes and behaviors of their target user groups. Traditionally, the province of rhetoric has been word design - crafting persuasive speeches and written arguments for public audiences. Ethos refers to source credibility, whether that be a speaker, author, brand, product, or organization. Pathos, the root word of empathy and sympathy, refers to emotional appeals. Rhetoric attends not only to argument content, but also to style; indeed, rhetoricians see substance and style as integrated. Metaphor is an elegant, effective trope for creating new understanding, especially for abstract, unfamiliar, or complex ideas. Narrative is another simple but powerful rhetorical tool. People in all cultures tell stories to teach and to entertain; people also reason through narrative. Narrative takes many forms, including myth and anecdote.
