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 was Tisias who brought it to Greece.

As mentioned, rhetoric is about speaking or writing with a specific purpose. According to Plato, without rhetoric, we cannot distinguish a good speech from a bad one. Aristotle believed that rhetoric is not a universal skill and that not everyone possesses the same capacity for persuasion. He emphasized considering the audience and the quality of the message for effective communication. These guidelines are applicable in academia, business, advertising, and other areas where rhetoric serves as a tool of persuasion.

In advertising, rhetoric aims to enhance the qualities of a product or service. This can be achieved through allegories representing figurative ideas or by using familiar faces to create a connection with the audience.

Cicero and Quintilian on Rhetoric

Cicero held a philosophical conception of rhetoric. He believed it to be the art of speaking and thinking. His notable works include:

• Orator and de Oratore: Discusses the ideal speaker and the art of oratory.
• Utilitas and Delectatio: Emphasizes that persuasive text should be didactic, useful, and entertaining.

Quintilian focused on how rhetoric could design tools for persuasion. He was famous for distinguishing between artificialis (artificial) and naturalis (natural) rhetoric.

The Three Means of Persuasion

1. Ethos: Persuasion through personality and stance. It involves establishing credibility and trustworthiness with the audience.
2. Pathos: Persuasion through the arousal of emotions. It aims to connect with the audience on an emotional level, evoking feelings that resonate with them.
3. Logos: Persuasion through reasons and conceptual thought. To persuade through logos, one must:

• Identify important issues
• Diversify arguments and find multiple reasons
• Structure thoughts and establish a hierarchy of values
• Sequence arguments coherently with a clear beginning, middle, and end

Elaboration of a Discourse (Techné Rhetorike)

Creating a persuasive speech involves several steps:

1. Intellectio: Understanding the type of discourse and the subject matter (Res).
2. Inventio: Establishing the content of the discourse. This often involves drawing upon existing arguments and adapting them to the specific topic. Appealing to the audience's emotions through pathos is crucial in this stage.
3. Dispositio: Ordering words, sentences, paragraphs, and texts for maximum persuasive impact. Once the Res is established, the focus shifts to Verba (words):

• Elocutio: Choosing the right words to convey the message effectively.
• Memoria: Memorizing the text for a confident delivery.
• Actio: Delivering the speech with appropriate tone, body language, and engagement.

Ethos in Delivery

When considering the orator delivering the speech, these qualities are important:

• Phronesis: Wisdom, intelligence, and experience.
• Arete: Honesty and strong moral character.
• Eunoia: Goodwill and a pleasant demeanor.
• Confirmatio: Providing evidence to support arguments.

Creation of a Discourse: Engaging the Audience

Parts of the discourse that evoke emotions should be placed at the beginning and the end.

1. Exordium: The introduction, which aims to capture the audience's attention.
2. Narratio/Divisio: The statement of facts or the main points of the discourse. The order of presentation can be chronological or altered for greater impact.