The document discusses rhetorical communication and Aristotle's theories of rhetoric. It defines rhetorical communication as communication where the speaker considers the intended message and how to stimulate the audience in a way to achieve a desired result. It explains Aristotle's three appeals of logos, ethos, and pathos and how they relate to logical, emotional and credibility-based persuasion. Examples of rhetorical communication include motivational speaking and advertisements. The document also outlines the encoding, transmission and decoding processes involved in rhetorical communication and factors that can determine the success or failure of the communication.

1. Rhetorical
Communication
By
Ravivarman.SJ
Kerthiga.K
Gentil Anitha.C
Bharathi.T
MBA(DMS)
Pondicherry University

2. Introduction
• Rhetoric is a communication theory originally developed
by Aristotle as a means of challenging a number of
prevailing assumptions about what constitutes a effective
presentation.
• Aristotle’s definition of rhetoric : the available means of
persuasion.

3. Rhetorical Communication
• Rhetorical : the communicator gives thought to the
intended message and stimulates the receiver in a manner
designed to achieve a specific result.
• Rhetorical communication is simply a way to win over an
audience.

4. Examples
• The motivational or public speakers generally use this
type of communication.
• Generally in advertisements also it is used to influence
the audience and make them to buy their product.

5. Aristotle’s Three Appeals
• Each point of the triangle bears some responsibility for the
success of communication .
• It also corresponds to one of Aristotle three appeals( ie general
means of persuasion).
• Logos( Logic/Reason/Proof)
• Ethos(Credibility/trust)
• Pathos(Emotions/values)

6. Aristotle’s Three Appeals
Logos
Pathos Ethos
• Ethos(ethical appeal): Refers to the trustworthiness or credibility of
the writer or speaker.
• Pathos(emotional appeal):Persuading by appealing to the reader’s
emotions.
• Logos(logical appeal): Persuading by use of reasoning.

7. Rhetorical Communication Model

8. Cont…
• The three things to be considered before saying or writing
anything
• Source has to conceive his idea
• Determine the intention
• And determine what meaning it hoped to stimulate in
the receiver’s mind.

9. Process involved in Rhetorical
Communication
The Encoding Process
Transmission
The Decoding Process

10. Encoding Process
• The speaker should turn his ideas into something that the
receiver can understand.
• The words are carefully chosen according to it.

11. Transmission
• Primary channel may be written or oral.
• In some cases, the channel may be visual as well.
• For example Television ,Radios etc.

12. Decoding Process
• The decoding process mainly depends on the receiver and
the way he perceive things.
• The elements involved in perceiving,
• Hearing or seeing
• Interpretation
• Evaluation
• Response.

13. Other Elements That Determine Success or
failure
• Noise
• Interference to the sender message.
• Misunderstanding of the intended message by the
receiver .
• Feedback channel
• Helps the speaker to adapt according to the receiver
feedback which may increase the chances of success.

14. THANK YOU