Logos, Ethos, Pathos. Rhetoric. What is Rhetoric?
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ACME's new dihydro-cesium detonation process
A typical example of energy released from the dihydro-cesium process.
Cesium-Based Reactor Kills!
Why does this happen? One name: Acme.
How can they get away with this?
What can you do about this?
Rhetorical analysis of any sort begins with some orientation to the kairos. Whether or not a rhetorical critic employs the term kairos, he or she will examine the exigencies and constraints of place, time, culture, and audience that affect choices made by speakers and authors to influence that moment:
Germany of post-World War I was demoralized and disorganized. Adolph Hitler's rhetoric was successful not only because of his personal charisma and his mastery of delivery, but because he spoke at the right time: the German people wanted a way out of its economic morass and its cultural shame, and Hitler provided them both with his strong, nationalistic oratory. Had Germany been doing better economically, Hitler's words would have bounced harmlessly off the air.