Audience
the listener, viewer, or reader of a text
Concession
An acknowledgment that an opposing argument may be true or reasonable. In an argument it is usually accompanied by a strong challenging opinion
Connotation
Meanings or associations that readers have with a word beyond its dictionary definition, or denotation. Positive or negative and can have great affect on authors work
context
The circumstances, atmosphere, attitudes, and events surrounding a text.
counterargument
an opposing argument to the one a writer is putting forward. Usually addressed through concession and refutation
ethos
Greek for "character." Speakers appeal to ethos to demonstrate that they are credible and trustworthy to speak on a given topic.
Logos
Greek for "embodied thought." Speakers offer clear, rational ideas and using specific details, examples, facts, statistics, or expert testimony to back them up.
Occasion
the time and place a speech is given or a piece is written
Pathos
Greek for "suffering" or "experience." Speakers appeal to pathos to emotionally motivate their audience.
Persona
Greek for "mask." The face or character that a speaker shows to his or her audience.
Polemic
Greek for "hostile." An aggressive argument that tries to establish the superiority of one opinion over all others.
Propaganda
The spread of ideas and information to further a cause. the use of rumors, lies, disinformation, and scare tactics in order to damage or promote a cause.
Purpose
the goal the speaker wants to achieve
Refutation
A denial of the validity of an opposing argument.
Rhetoric
the faculty of observing in any given case the available means of persuasion. The art of finding ways to persuade the audience
rhetorical appeals
Rhetorical techniques used to persuade an audience by emphasizing what they find most important or compelling. The three major appeals are to ethos (character), logos (reason), and pathos (emotion).
SOAPS
A mnemonic device that stands for Subject, Occasion, Audience, Purpose, and Speaker. It is a handy way to remember the various elements that make up the rhetorical situation.
speaker
the person or group who creates a text
subject
The topic of a text. What the text is about.
text
Any cultural product that can be "read" - meaning not just consumed and comprehended, but investigated.