This book introduces a novel approach to the analysis and practice of persuasive speaking and writing: heuristic rhetoric. The new method has evolved to fulfil the need at universities, government departments, political organisations, business enterprises and other public institutions for a modern practical alternative to classical rhetoric, which is, in the author’s view, no longer capable of giving a complete description of contemporary, predominantly mediatised, forms of public persuasive discourse, whilst other competing disciplines, such as critical discourse analysis or strategic manoeuvring, have not yet produced a set of tools, which have the comprehensive nature and practical orientation of Classical Greek and Roman rhetorical system. The book expounds heuristic rhetoric as an inter-disciplinary method to develop advanced skills of critical and strategic reasoning. Applying a novel set of principles for the strategic analysis of persuasive reasoning in complex rhetorical situations, the method emphasizes preparing and continuously adjusting argumentation according to the demands of unpredictable circumstances.

Concerned with both the nature and the practice of discourse, the eighteen essays collected here treat rhetoric as a dynamic enterprise of inquiry, exploration, and application, and in doing so reflect James L. Kinneavy's firm belief in the vital relationship between theory and practice, his commitment to a spirit of accommodation and assimilation that promotes the development of ever more powerful theories and ever more useful practices. A thorough introduction provides the reader with clear summaries of the essays by leading-edge theorists, researchers, and teachers of writing and rhetoric. A "field context" for the ideas presented in this book is provided through the division of the various chapters into four major sections that focus on classical rhetoric and rhetorical theory in historical contexts; on dimensions of discourse theory, aspects of discourse communities, and the sorts of knowledge people access and use in producing written texts; on writing in school-related contexts; and on several dimensions of nonacademic writing. A fifth section contains a bibliographic survey and an appreciation of James Kinneavy's work. The exceptional range of these essays makes A Rhetoric of Doing an ecumenical examination of the current state of mind in rhetoric and written communication, a survey and description of what discourse and those in the field of discourse are, in fact, doing.

There is little doubt that Aristotle's Rhetoric has made a major impact on rhetoric and composition studies. This impact has not only been chronicled throughout the history of rhetoric, but has more recently been contested as contemporary rhetoricians reexamine Aristotelian rhetoric and its potential for facilitating contemporary oral and written expression. This volume contains the full text of Father William Grimaldi's monograph studies in the philosophy of Aristotle's Rhetoric. The eight essays presented here are divided into three rubrics: history and philosophical orientation, theoretical perspectives, and historical impact. This collection provides teachers and students with major works on Aristotelian rhetoric that are difficult to acquire and offers readers an opportunity to become active participants in today's deliberations about the merits of Aristotelian rhetoric for contemporary teaching and research.

The eleven studies in this volume illustrate and advance the synthesis of discourse analysis with rhetorical studies. Rhetoric in Detail shows how a variety of techniques from discourse analysis can be useful in studying such concerns as agency, legitimation, controversy, and style, and how concepts from rhetoric including genre and figuration can enrich the work of discourse analysts. The authors’ research sites range from government commissions, political speeches, newspaper reports and letters to interviews and conversations in beauty salons and online. Methodological overviews interspersed throughout survey critical discourse analysis, interactional sociolinguistics, grounded theory, computer-aided corpus analysis, narrative analysis, and participant observation and provide suggestions for further reading. Rhetoric in Detail is an invaluable source for rhetoricians looking for systematic, grounded ways of approaching new, more vernacular sites for rhetorical discourse and for discourse analysts interested in seeing what they can learn from the tradition and practice of rhetorical analysis.

First Published in 1996. Routledge is an imprint of Taylor & Francis, an informa company.

Recent archaeological discoveries, coupled with long-lost but now available epigraphical evidence, and a more expansive view of literary sources, provide new and dramatic evidence of the emergence of rhetoric in ancient Greece. Many of these artifacts, gathered through onsite fieldwork in Greece, are analyzed in this revised and expanded edition of Greek Rhetoric Before Aristotle. This new evidence, along with recent developments in research methods and analysis, reveal clearly that long before Aristotle’s Rhetoric, long before rhetoric was even stabilized into formal systems of study in Classical Athens, nascent, pre-disciplinary “rhetorics” were emerging throughout Greece.

This book introduces a new form of argumentative analysis: rhetorical heuremes. The method applies the concepts of heuristic thinking, probability, and contingency in order to develop a better understanding of complex arguments in classical oratory. A new theory is required because Greek and Roman rhetoric cannot provide detailed answers to problems of strategic argumentation in the analysis of speeches. Building on scholarship in Ciceronian oratory, this book moves beyond the extant terminology and employs a concept of heuristic reasoning derived from the psychology of decision making and mathematical problem solving. The author analyses selected passages from Cicero’s forensic speeches where arguments of probability are deployed, and shows that the Sophistic concept of probability can link ancient rhetoric and modern theories of argumentation. Six groups of heuremes are identified, each of which represents a form of probabilistic reasoning by which the orator plays upon the perception of the jurors.

Rhetoric, Through Everyday Things is the first book-length collection of essays that explore the vibrant materiality of everyday objects in rhetorical theory, practice, and writing. It examines how things such as food, bicycles, and typewriters can influence history and sociality.

Raphael Lyne addresses a crucial Shakespearean question: why do characters in the grip of emotional crises deliver such extraordinarily beautiful and ambitious speeches? How do they manage to be so inventive when they are perplexed? Their dense, complex, articulate speeches at intensely dramatic moments are often seen as psychological - they uncover and investigate inwardness, character and motivation - and as rhetorical - they involve heightened language, deploying recognisable techniques. Focusing on A Midsummer Night's Dream, Othello, Cymbeline and the Sonnets, Lyne explores both the psychological and rhetorical elements of Shakespeare's language. In the light of cognitive linguistics and cognitive literary theory he shows how Renaissance rhetoric could be considered a kind of cognitive science, an attempt to map out the patterns of thinking. His study reveals how Shakespeare's metaphors and similes work to think, interpret and resolve, and how their struggle to do so results in extraordinary poetry.

Rhetorical scholarship has found rich source material in the disciplines of advertising, communications research, and consumer behavior. Advertising, considered as a kind of communication, is distinguished by its focus on causing action. Its goal is not simply to communicate ideas, educate, or persuade, but to move a prospect closer to a purchase. The editors of "Go Figure! New Directions in Advertising Rhetoric" have been involved in developing the scholarship of advertising rhetoric for many years. In this volume they have assembled the most current and authoritative new perspectives on this topic. The chapter authors all present previously unpublished concepts that represent advances beyond what is already known about advertising rhetoric. In the opening and closing chapters editors Ed McQuarrie and Barbara Phillips provide an integrative view of the current state of the art in advertising rhetoric.