How to use rhetoric to get what you want - Camille A. Langston

In Treatise on Rhetoric, Aristotle set to figure out how to use rhetoric to persuade someone.

According to Aristotle, there are three types of persuasive speech.

1. Forensic, or judicial rhetoric. It establishes facts and judgements about the past.
2. Epideictic, or demonstrative, rhetoric. Proclamation about the present situation, like wedding speeches.
3. Deliberative rhetoric or symbouleutikon. It encourages change by talking about a possible future. For example, Martin Luther King Jr's dream was that the nation won't be judged by the colour of their skin.

Aristotle describes three persuasive appeals:

1. Ethos. How you convince and audience of your credibility.
2. Logos is logic and reason using rhetorical devices such as analogies, examples, and citations of research. Structure and content are also important.
3. Pathos is neither good nor bad but may be irrational and unpredictable, such as advertising. For example, beauty products promise to lessen our physical insecurities; Cars make us feel powerful.

Knowing which rhetorical appeal to use depends on your audience and purpose.