Television advertisements, public presentations, business negotiations, the opening arguments in a courtroom… persuasive communication is critical in many contexts. But how can speeches move people and mobilize masses? Where does the power of words come from? The answer is not so much in what it is said, but in how it is said, or rhetoric. The term rhetoric embraces all public speaking and interpersonal communication that seeks to persuade its audience. In his article “A Rhetorical Approach to Communication,” Brian O’Connor Leggett takes a look at its history and presents Aristotle’s rhetorical triad of ethos, pathos and logos, which formed the basis of communication training and written and oral discourse for over 2,000 years.
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