nologue

E. analoCHAPTER II

TYPES OF RHETORIC
A. INTRODUCTION
Rhetoric means the art of speaking well, which is achieved based on natural talent (talents) and
technical skills. Today rhetoric is defined as the art of speaking well, which is used in the process
of communication between humans.The art of speaking is not only speaking fluently without
clear thoughts and without content, but rather an ability to speak and make speeches in a short,
clear, concise, and impressive manner. 1 Modern rhetoric includes a strong memory, creative
power and high fantasy, technique.good disclosure and evidentiary power and proper
valuation.Modern rhetoric is a harmonious combination of knowledge, thought, art and ability to
speak.In conversational language or popular language, rhetoric means being in the right place, at
the right time, in a more effective way, saying the right, right and impressive words, it means
that people must be able to speak clearly, briefly and effectively.Clear so that it is easy to
understand, short to save time, and as a sign of intelligence. Systematically the science of
rhetoric was first developed in Greece. The first systematic description of eloquence in Greek is
known as "Techne rhetorike" which means the science of the art of speaking.

So, rhetoric is a science of speaking that is needed by every human being, because with
rhetoric one can interact well, as explained above, that rhetoric is one's ability to speak in public
briefly,clear, concise, and impressive, and the most important thing here is, when someone is
rhetorical, the audience or the interlocutor can be interested in listening to and listening to the
message from the speaker and can receive or be able to understand easily what has been
conveyed by the speaker or .public speaker.then regarding speaking, speaking is a form of
conveying information that is carried out orally through the utterance of words or sentences. It
can also be said that speaking is expressing words or sentences to a person or group of people, to
achieve a certain goal, .such as providing information or providing motivation.Speaking is one of
the special abilities in humans. Language and speech appear when humans express and convey
their thoughts to other humans. In speaking, language plays a very vital role because without
human language it will be difficult to live this rhythm of life. Language itself can be divided into
two meanings, namely in the broad sense and in the narrow sense. .language in a broad sense is,
language is used as a communication tool that is not limited to words, but also gestures,
expressions, and pantomimics. Meanwhile, language in a narrow sense is understood as a
relationship between atmosphere and words. Language in a narrow sense has an important role in
human relations with humans in today's modern century.

In speaking, people use spoken language as a means of communication.in our lives as

humans, speaking has many different functions depending on the level of human development
itself. 5 It can be concluded that speaking is not just saying words, or making sounds, but
speaking is somethingtools to convey our opinions or ideas that have been arranged and then
developed according to the needs of the listener or audience.The audience here not only hears the
speaker's voice, but the audience also observes the speaker's movements and facial expressions,
so that the audience can understand what the speaker has said. Audience understanding here is
very necessary, because it will create a reciprocal relationship between the speaker and the
audience. .it needs preparation and presentation by the speaker to be able to convey the talk well,
here there are four ways that are used in public communication, each of these methods has a
purpose and has advantages and disadvantages as will be described belowthis: First, the delivery
was sudden.that is, one only has a very short time to prepare what one wants delivered, and stood
before the forum to say what was on his mind. The advantage, maximum spontaneity, the
weakness is no planning in advance. This type of public communication usually requires a more
formal style of delivery. .just as an impromptu speech is usually given to the speaker just
moments before the speech begins. It only takes a few minutes, but all elements of the speech
must be included and can be analyzed. Second, the most formal way is to read the manuscript
(written text) this type requires complete readiness to use speech or speech techniques, and this is
very valuable. .for the technique of delivering a speech using a manuscript, good skills are
needed in understanding important points in the script so that a speaker is not only focused on
the script but also on the audience, so that the audience does not feel neglected and the speech
deliveredable to enter into the hearts of his listeners.This technique allows the speaker to convey
the message very precisely, so as to minimize misinterpretation of the message. .As for the
drawbacks, it takes a very long time, which is actually not needed, too much reliance on
manuscripts so that they tend to only read it, not looking at the public, even if they only glance at
the public. 6 Third, the technique of delivering speeches is by rote method. .a speech is planned
in advance, written in manuscript, then memorized. Speakers can freely view the public or the
forum.

B.PRESENTATION OF MATERIAL

Ethos, logos, and pathos are the three most important elements in doing rhetoric. Ethos is
credibility or ethics. Logos is logic or fact. .while pathos relates to emotions or feelings. In
essence, Aristotle's rhetorical theory focuses on thinking about rhetoric which he calls the
available means of persuasion. .This means that a speaker who wants to persuade his audience
must pay attention to three important elements, namely ethos, logos, and pathos.

1. ethos

According to Richard West and Lynn H. Turner, introducting communication theory:

analysis and application (2008) ethos refers to the character, intelligence, and good intentions
perceived by a speaker when giving a speech.

.ethos consists of good thoughts, good morals, and good intentions (good sense, good
moral character, good willl) Hovland and Weiss call this ethos credibility which consists of two
elements: expertise and trustworthiness..Credibility according to Aristotle (Greek philosopher),
can be obtained if a communicator has ethos (character/nature), pathos (emotional bond), and
logos (logical/reasonable). .ethos is the power that the communicator (speaker) has from his
personal character, so that his words can be trusted.

Ethos can also be interpreted as a source of trust. Namely, a speaker must be trusted by
his audience. .if someone does not gain the trust of the audience while speaking, then apart from
not having the Logos aspect, that person is also not someone who is able to gain the listener's
trust. .We can see this based on his adequate competence in the field he is engaged in, what is the
quality and quantity background of the speaker.

For example: an orator who is able to attract the attention of his audience so that he has
the desired perception by the orator, then he is considered capable and can be trusted because
what he says is really listened to and accepted by the listeners.

Simply put, ethos is the credibility that the speaker has.

 According to Aristotle, the delivery of a speech by a trusted person will be more
problematic than the speech of someone whose honesty is questioned.

2.Logos

Reporting from the journal Graphic Design Element Analysis from Indonesian Instagram
Visual Content Without Dating In terms of Rhetorical Theory (2021) by Irene Hasian and Irsya
Putri, logos must be based on rational arguments and evidence, according to the discourse that
will be conveyed in a message.

logos is a collection of logical proofs that the speaker uses. For Aristotle, logos involves
the application of several practices, including the use of logical claims and clear language.

Logos means logical. .which can be proven based on the speech material of an orator who
is serious, makes sense, can be followed and is real or not just imaginary.

For example: when an orator speaks in front of an audience, what he talks about must be
realistic and make sense. Like an orator who gives a discussion about the weakening of the
rupiah price in the eyes of the world. .instead of discussing 'for example'... 'suppose' and 'try to
imagine'.

This description is the main foundation for someone to be able to speak in front of an
audience, so that what he says does not just blow. .But a speaker must be able to instill new
thoughts in his audience, after having these three important aspects, namely Ethos, Pathos and
Logos, then a speaker can only be said to be an expert in the field of aspirations and conveying
opinions.

Since the ancient Greek era these three aspects have been instilled in depth until now, this
is the main basis of the standard of a speaker. Many world speakers have been born who are
intelligent and have studied these three aspects of Ethos, Pathos, Logos. .it is not only a speaker
who must master these three aspects, but a communication expert such as Public Relations must
also be able to master these three most important aspects in company life, this is because these
three aspects are interrelatedeach other and indirectly become a benchmark in directness and a
benchmark for quantity, quality possessed by a speaker or by a Public Relations.
 3.Pathos

Aristotle argued that the listener becomes a means of proof when his emotions are
aroused. Listeners have different ways of assessing, when influenced by feelings of happiness,
pain, hate, or fear.

Pathos relates to the emotions elicited from listeners. .pathos raises emotional evidence
that is capable of arousing the listener's instincts and minds, so that they are able to feel what the
source (speaker) is talking about.

In conclusion, ethos, logos, and pathos means that speakers must not only be credible, but
also need to express various logical facts supported by conveying messages that are able to
stimulate the emotions of their listeners

Pathos can also be interpreted as an emotional appeal, or something related to human

emotions, because when conveying speeches or topical issues, it is often related to the feelings of
the listeners and sometimes generates a lot of empathy or even sympathy from
.listener/audience.the speaker must be able to bring the mood of his listeners into the topic of the
problem he is telling, if the expected response appears. So the speaker manages to have the
Pathos aspect within him. This is also supported by his grammar and speaking style.

For example: an orator who conveys aspirations for government in front of his listeners,
the orator conveys sadness and concern for the poor who are getting worse off, if the audience
evokes a sympathetic response when they hear the story, then the orator is successfulhas a Logos
aspect in him as a speaker.

Definition and Example of Ethics

In classical rhetoric, ethos is a persuasive appeal (one of the three artistic proofs) based
on the character or projected characteristics of a speaker or writer. Also called ethical appeal or
ethical argument. .according to Aristotle, the main components of a convincing ethos are good
will, practical wisdom, and benevolence. As an adjective: ethical or ethical .

Two types of ethos are commonly known: the found ethos and the ethos that
lies. .Hawhee observes that "rhetoricians can create a suitable character for an event—it is an
ethos that is created. however, if rhetoricians are fortunate enough to enjoy a good reputation in
society, they can use it as ethical proof—it is a situated ethos. " " ( Ancient Rhetoric for
Contemporary Students .

Pronunciation

EE-thos

Etymology

from the Greek, "custom, custom, character"

Related Provisions

Identification

Implied Author

Logos and Pathos

Persona

Philophronesis

Phronesis

Examples and Observations

Universal Appeal

"Everyone appeals to ethos if only ethos chooses never to submit to such things as ethos.
No speech with intent is 'non-rhetorical.' Rhetoric is not everything, but it is everywhere in
human speech.

Projected character

"I'm not a doctor,

"I made mistakes, but in all my years of public life I never profited, never profited from
public service—I earned every penny. And in all my years of public life I never obstructed
justice..and I think too, that I can say that in my years of public life, that I welcome this kind of
scrutiny because people have to know whether their president is a criminal or not. Well, I'm not a
criminal. .I have got everything I have." (President Richard Nixon, press conference in Orlando,
Florida, November 17, 1973)

."It was a very inconvenient thing for them in our debate that I'm just a country boy from
Arkansas and I come from a place where people still think two and two is four." (Bill Clinton,
speech at the Democratic National Convention, 2012)

."If, in my lowly moments, in word, deed or demeanor, through a fault of temperament,

taste, or tone, I have caused discomfort, created pain, or relived someone's fears, that would not
be who I really am. .if there is a moment when my wine turns to raisins and my bell of joy loses
its resonance, please forgive me. Charge to my head and not to my heart. My head—so limited in
its limitations; my heart, which is boundless in its love for the human family. .I'm not a perfect
servant. I am a public servant doing my best against the odds.

Contrast Display

"The status of ethos in the hierarchy of rhetorical principles has fluctuated as rhetoricians
in different eras have tended to define rhetoric in terms of idealistic goals or pragmatic skills..[To
Plato] the reality of the speaker's virtues is presented as a prerequisite for effective speaking. In
contrast, Aristotle's Rhetoric presents rhetoric as a strategic art that facilitates decisions in civil
matters and accepts appearances of kindness as sufficient to inspire convictionlisteners...Cicero's
and Quintilian's contrasting views on the purpose of rhetoric and the function of ethos are
reminiscent of Plato's and Aristotle's disagreements about whether moral virtues in speakers are
intrinsic and prerequisite or strategically selected and presented.

Aristotle on Ethos

"If Aristotle's study of pathos is the psychology of emotion, then his treatment of ethos is
the same as the sociology of character. .it is not so much a guide as to how to build one's
credibility with an audience, but rather a careful study of what the Athenians considered to be the
qualities of an individual who can be trusted." (James Herrick, History and Theory of Rhetoric.
Allyn and Bacon,

“Fundamental to the Aristotelian conception of the ethos is the ethical principle of

voluntary choice: the intelligence, character, and qualities of a speaker as apprehended by good
will are evidenced by invention, style, delivery, and also incorporated in the setting of
speech. .ethos was primarily developed by Aristotle as a function of rhetorical invention;
secondly, through style and delivery."

Ethical Calls in Advertising and Branding

"Some types of speech may depend more on one type of evidence than on
another. .Today, for example, we noted that many advertisements make extensive use of the
ethos through celebrity endorsements, but may not employ pathos. .it is clear from Aristotle's
discussion in Rhetoric, however, that, taken as a whole, the three proofs work together to be
conclusive. Moreover, it is equally clear that ethical character is the key that holds it all
together. .as Aristotle stated, 'moral character....is the most effective means of proof'
(1356a)...audiences are unlikely to respond positively to a speaker with bad character: His
premise statement will be met with skepticism; he will find it difficult to evoke emotions
appropriate to the situation; and the quality of the speech itself will be viewed negatively.

Logo (Rhetoric)

Glossary of Grammatical and Rhetorical Terms

By Richard Nordquist

Updated on 08 March 2019

In classical rhetoric, a logo is a means of persuasion by the demonstration of logical

evidence, real or fictitious. Plural: logoi . Also called rhetorical argument, logical proof, and
rational appeal.

logos is one of the three types of artistic proof in Aristotle's rhetorical theory.

"A logo has many meanings," noted George A. Kennedy. "[I]t is anything that is 'spoken',
but it can be a word, a sentence, a part of a speech or piece of writing, or an entire speech. .it
connotes content rather than style (which would become lexis) and often implies logical
reasoning. So it can also mean 'argument' and 'reason'.unlike 'rhetoric', with its sometimes
negative connotations, logos [in the classical era] was consistently considered a positive factor in
human life" (A New History of Classical Rhetoric, 1994).
 Etymology

From the Greek, "utterance, word, reason"

Examples and Observations

."Aristotle's third element of proof [after ethos and pathos] is logos or logical
proof....Like Plato, his teacher, Aristotle would have preferred the speaker to use sound
reasoning, but Aristotle's approach to life was more pragmatic than Plato's, and he wisely
observed that a skilled speaker could persuade by presenting solid evidenceseems right."Logos
and the Sophists

"Nearly anyone who is considered a Sophist by descent has to do with instruction in

logos. According to most accounts, the teaching of the skills of public argument was the key to
the Sophists' financial success, and a large part of their condemnation by Plato..."

.logos in Plato's Phaedrus

"A more sympathetic take on Plato includes taking on two important Platonic ideas..one
is the very widespread notion of logos at work in Plato and the sophists, according to which
'logos' means speech, statement, reason, language, explanation, argument, and even the clarity of
the world itself. The other is the notion, which is found in the work Phaedrus Plato, logos
has.special powers, psychagogia, leading the soul, and rhetoric are attempts to become arts or
disciplines. this power."

Logos in Aristotle's Rhetoric

"Aristotle's great innovation in Rhetoric was the discovery that argument is central to the
art of persuasion. .if there are three sources of proof, logos, ethos, and pathos, then logos are
found in two radically different guises in Rhetoric In I.4-14, logos are found in entimems, the
body of evidence; form and function cannot be separated; In II.18-26 reasoning has its own
power. .i.4-14 is difficult for modern readers because it treats persuasion as logical, not
emotional or ethical, but not in an easily recognizable formal sense.

C.SUMMARY
 This course aims to improve students' verbal communication competence in front of the
public. Learning materials include rhetorical theory, practice, and evaluation. The topics covered
include the nature of rhetoric, the history of the development of rhetoric, rhetoric in daily life,
rhetoric as a self-concept, the personality of the speaker, anxiety in communication, rhetorical
prerequisites, the twelve laws of rhetoric, purpose of speech, analysis of listeners, making
speeches, rhetorical methods, and rhetorical techniques, as well as dialectics.

D.EXERCISE

 ESSAY QUESTION

1. Write down the meaning of ethos?

2. Write the definition of pathos?

3. Write the meaning of logos?

4. The credibility possessed by the speaker is the understanding of?

5. Everything that is said but it can be in the form of words, sentences, part of a speech or written
work, the sentence above is the meaning of?

 MULTIPLE CHOISE QUESTION

1.Appeal or something related to human emotions is the meaning of

A. ethos
B. pathos
C. logos
D. myth
E. ketos
2.What are the types in rhetoric
A.2
B.3
C.4
D.6
E.1
3. Write down any types in rhetoric
A. mentos, ethos, ketos
B. paros, ethos, itos
C. ethos, pathos, logos
D. ethos, pentos, pass
E paros, ketos, toskes
4. The collection of logical evidence that the speaker does is the meaning of?
A. logos
B. reported
C. graphic
D. visual
E. theory
5. An orator who is able to attract the attention of his audience so that it has the desired
perception by the orator is an example of?
A. pathos
B. ethos
C. speech
D. mog
DAFTAR PUSTAKA
https://www.kompas.com/skola/read/2022/02/11/100000269/ethos-logos-dan-pathos-dalam-
teori-retorika-aristoteles
https://karinasubekti.wordpress.com/2015/10/23/ethos-logos-pathos-beserta-contoh-dalam-
kehidupan-nyata/
https://gimana.net/15-contoh-etos-patos-dan-logo-dalam-iklan/
KUNCI JAWABAN
 ESSAY
1. Ethos is the credibility that the speaker has.
According to Aristotle, the delivery of a speech by a trusted person will be more problematic
than the speech of someone whose honesty is questioned.
2. Pathos is a communication technique used extensively in rhetoric (where it is considered one
of the three modes of persuasion, along with ethos and logos), and in literature, film and other
narrative arts.
3. Logos is a collection of logical proofs that the speaker uses. For Aristotle, logos involves the
application of several practices, including the use of logical claims and clear language.
4. Ethos
5. Logos
 PILIHAN GANDA
1.B
2.B
3.C
4.A
5.B