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| Preface | |
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| Introduction to Rhetoric and Rhetorical Analysis | |
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| What Is Rhetoric? | |
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| What Is Rhetorical Analysis? | |
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| What Is the Rhetorical Perspective? | |
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| What Can You Find in This Book? | |
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| Kairos and the Rhetorical Situation | |
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| Kairos | |
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| Aspects of the Rhetorical Situation | |
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| Analysis 1: Kairos and the Rhetorical Situation in "Letter from Birmingham Jail" | |
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| Analysis 2: Volkswagen's 1960 "Why" Advertisement and the Historical-Cultural Context | |
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| Writing a Kairos Analysis | |
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| Student Analysis of Kairos and a Recent Documentary: Rebecca Reilly, "The Kairos of War" | |
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| Argumentation | |
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| The Classical Pisteis: Ethos, Logos, Pathos | |
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| Reasons and Evidence: The Artistic and Inartistic Pisteis | |
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| Argument and the Structure of Practical Reasoning | |
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| Classical Terms for Argument: Enthymeme and Epicheireme | |
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| More Classical Terms: Topics and Stases of Argument | |
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| Sample Analysis: Enthymematic Argument in the First Half of "Letter from Birmingham Jail" | |
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| Writing an Argument Analysis | |
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| Student Analysis of Argument in a Video Game: David Daniels, "Building an Electronic Empire with Argument" | |
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| Structure | |
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| Basic Principles: The Psychology of Form | |
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| Some Varieties of Form: Progressive, Repetitive, and Conventional | |
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| The Form of Argumentation: The Classical Template | |
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| Spatial Form and Information Architecture | |
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| Sample Analysis: Structure and the Classical Template in "Letter from Birmingham Jail" | |
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| Writing a Structure Analysis | |
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| Student Analysis of Structure in a Commercial: Haley Faulkner, "Real Beauty, Real Form: An Analysis of Structure in the Dove 'Onslaught' Video" | |
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| Style | |
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| The Virtues of Style | |
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| Diction: Word Choice | |
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| Figures of Speech and Thought | |
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| Rhythmic Composition | |
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| Delivery | |
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| Types of Style | |
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| Style and Delivery in Visual Texts: A Note | |
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| Sample Analysis: On the Styles of Chrysler and VW | |
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| Writing a Style Analysis | |
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| Student Analysis of Style in a Televised Public Service Announcement: Tara Hall, "Clarity and Rhythm in a British PSA" | |
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| Ideology (Logos Revisited) | |
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| Searching for Ideological Presuppositions | |
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| Searching for Ideological Overlap | |
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| Searching for Ideological Extension | |
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| Searching for Ideological Paradoxes | |
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| Sample Analysis: Paradoxical Liberty in King's "Letter" | |
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| CODA: Ideological Analysis as Cultural Analysis, or The Fifth Rhetorical Canon of Memory | |
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| Affect (Pathos Revisited) | |
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| Interpretation and Affect | |
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| How Can We Observe/Analyze Affect? | |
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| Pathemata, or What to Look for When Analyzing Affect | |
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| Analyzing Emotional Repertoires | |
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| Sample Analysis: Emotional Repertoires Invoked by Two Print Ads | |
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| Habit (Ethos Revisited) | |
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| Ethos and the Psyche | |
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| Ethical Appeal and Identification | |
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| What Makes an Ethical Appeal? Habits | |
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| An Analytic Vocabulary: Habit, The Habitus, and The Social Field | |
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| The Ironic Habitus and the "Why" Ad | |
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| Martin Luther King, Jr.'s "Letter from Birmingham Jail" | |
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| Chrysler Ad from April 25, 1960 Issue of Life Magazine | |
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| Volkswagen's "Why" Ad from April 25, 1960 Issue of Life Magazine | |
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| Works Cited | |
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| Credits | |
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| Index | |