PART I Introduction to Public
Speaking xiv
CHAPTER 1
The Canons of Rhetoric 1
The First Canon: Invention 3
The Second Canon: Arrangement 9
The Third Canon: Style 19
The Fourth Canon: Memory 27
The Fifth Canon: Delivery 28
CHAPTER 2
The Genres of Public Speaking 37
The Context for Written Speech 42
The Context for Online Communication 43
The Context for Public Speaking 45
Specific Contexts for Public Speaking 47
Speeches of Introduction 48
Speeches of Identification 49
Speeches of Deliberation 49
Speeches of Solicitation 50
Speeches of Commemoration 51
Speeches of Enrichment 52
Speeches of Administration 53
Speeches of Advocacy 53
PART II The Rhetorical
Situation 59
CHAPTER 3
Rhetorical Foreground and Background 60
The Rhetorical Background 62
The Public 62
The Open Society 63
The Public Sphere 64
Status 66
Public Opinion 67
Convention 68
Social Knowledge 69
The Rhetorical Foreground 73
Exigence 73
Practical Judgment 77
Audience 79
Constraints 81
Speaker 84
Occasion 85
Purpose 88
Message 90
CHAPTER 4
Persuasion and Motivation 99
Belief 101
Reason 105
Value 109
Feeling 111
Emotion 114
Imagination 117
Attitude 120
PART III Constructing Artful Rhetoric 128
CHAPTER 5
Ethos 129
Persona 130
Evoked Audience 134
Identification 136
Distinction 137
Polarization 139
CHAPTER 6
Logos 146
Logical Reasoning 147
Generalization 149
Analogy 151
Sign 153
Causation 154
Principle 156
Fallacies in Logic 158
Either/Or 160
Slippery Slope 160
Bandwagon 160
Ad Hominem 161
False Cause 162
Scapegoating 162
Red Herring 163
Non Sequitur 163
Narrative Rationality 164
CHAPTER 7
Pathos 173
Utopia 176
Wasteland 178
Virtue 179
Vice 180
Saint 181
Sinner 183
Idol 184
Abomination 186
CHAPTER 8
Style 191
Types of Form 193
Conventional Form 193
Syllogistic Form 194
Repetitive Form 196
Qualitative Form 197
Symbol 198
Poetic Categories 203
Tragedy 204
Comedy 206
Didactic 208
Elegy 210
Burlesque 212
Grotesque 214
Index 223
