In Chapter 3 of the envision text, it still talks about rhetoric, but it goes more in depth about arguments. There are five principles by which all writing, speaking, or visual arguments operate and that is know as the canons of rhetoric. These principles are invention (coming up with ideas), arrangement (organizing ideas in effective ways), style (expressing those ideas in an appropriate manner), memory (accessing learned materials), and delivery (presenting crafted ideas to an audience). These are completely necessary tools for persuasive communication.
When you are generally thinking of ideas or for a way to persuade, this is a way you are inventing an argument. Aristotle defines this as “finding all available arguments.” There are many ways you could strategize your ideas; for example, using pathos, logos, and/or ethos, this could evoke some sort of response in your reader/listener.
The way you present your material will shape the reader/listener’s response to your ideas. The use of arrangement is very important. This can take the form of pictures or the text on a paper.
Style is developing the appropriate expression for the ideas of arrangement. This is the area where you spend lots of time putting all your thoughts into because it is how you present your ideas to the audience. These concerns relate to language, tone, synax, rhetorical appeals, metaphors, imagery, quotations, level of emphasis, etc. This is where your uniqueness comes into play and you get to show it off, but appropriately.
Memory is retaining the ideas, recalling additional supporting ideas, and speaking this knowledge to the audience. The delivery is presenting the ideas with the aim of persuading the audience.
I learned how to use these principles effectively and I found this chapter of the book very appealing and useful. Next time I have an argument or persuasive speech, I’ll keep these points in thought.
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