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If both the advertisement made 40 years ago and the exact same advertisement made today contain the same speaker with the same credentials (ethos), and the same arguments with the same logic (logos), and they both appeal to the same emotions and the same values (pathos), but the reception is completely different, then what has changed is the ...
A sculpture representing Ethos outside the Australian Capital Territory Legislative Assembly in Canberra, Australia. Ethos (/ ˈ iː θ ɒ s / or US: / ˈ iː θ oʊ s /) is a Greek word meaning 'character' that is used to describe the guiding beliefs or ideals that characterize a community, nation, or ideology; and the balance between caution and passion. [1]
Paraprosdokian – a sentence in which the latter half takes an unexpected turn. Parataxis – using juxtaposition of short, simple sentences to connect ideas, as opposed to explicit conjunction. Parenthesis – an explanatory or qualifying word, clause, or sentence inserted into a passage that is not essential to the literal meaning.
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Aristotle, in his works on rhetoric, answered Plato's charges by arguing that reason and rhetoric are intertwined ("Rhetoric is the counterpart of Dialectic" is the first sentence of his Rhetoric). In Aristotle's view, dialectical reasoning is the mechanism for discovering universal truths; rhetoric is the method for clarifying and ...
For instance, in one section of the De Copia, Erasmus presents two hundred variations of the sentence "Always, as long as I live, I shall remember you" ("Semper, dum vivam, tui meminero. ") Another of his works, the extremely popular The Praise of Folly , also had considerable influence on the teaching of rhetoric in the later 16th century.
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Silva Rhetoricae provided by Gideon Burton of Brigham Young University understands amplification as something that can be used as a basic notion of imitation: to change the content of a model while retaining its form, or to change its form while retaining the content (varying a sentence; double translation; metaphrasis; paraphrasis; epitome).
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