The Art of Persuasion: A Guide to Rhetoric from Ancient Greece to Modern Advertising
Rhetoric and Poetica
As a general concept, rhetoric refers to the art of speaking or writing correctly and elegantly to move, delight, or persuade. Different authors have defined it in various ways:
- Cockcroft: Art of persuasive speech
- Lopez Eyre: Art of properly using language
- Arist: Ability to achieve something
- Quintilian: Science to work and take care of the ability to speak
- Protagoras: Man as a measure of all things
The natural origin of rhetoric is legal and political. Its roots can be traced back to Syracuse in the 5th century BC when eloquence became necessary to persuade during land expropriation disputes. Rhetoric was the capacity for oratory, the art of persuading. The first discourse on this topic was written by Corax of Syracuse, but it...