It’s not what you say, it’s the way that you say it.
What is Rhetoric?
Rhetoric is the art of persuasive talk using words in a particular way in order to get a reaction from people. It’s aim is to influence how the person thinks or feels about what is being said. Rhetoric is not about the words that are spoken, but about how they are delivered.
Most of us imagine rhetoric as something dramatic or manipulative — a speech, a slogan, a politician with a raised voice. But in everyday life, rhetoric is usually quieter than that. It sounds reasonable. Familiar. Even reassuring.
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The Art of Persuasion: Decoding Everyday Rhetoric
- By Emma McCulloch
- Everyday Persuasion Articles, The Theory
- Reading Time 10 Minutes
Table of Contents
Rhetoric Analysis
The easiest way to understand rhetoric is not to define it, but to hear it. Below are three short examples — a politician, a conspiracy figure, and a workplace announcement — followed by plain-language translations. None of them are unusual. That’s the point. Once you see how rhetoric works, you start to hear it everywhere.
In Politics
Rhetorical Version
Let me be clear. For too long, hard-working families have been paying the price for a system that no longer works. We were elected to make the tough but necessary decisions that will secure our future.
These are challenging times, and while there are no easy choices, doing nothing is not an option. This plan is fair, responsible, and in the national interest.
What It Means (Non-Rhetorical Translation)
We are introducing policies that will reduce some public services and increase costs for many people. These decisions are unpopular, but we believe they are justified. Other approaches exist, but we have chosen this one and do not intend to change course.
What's Going On
Ethos: “Let me be clear” signals authority before evidence
Pathos: “Hard-working families” creates moral alignment
Inevitability: “Doing nothing is not an option” shuts down debate
Abstraction: No concrete details to argue with
The speech feels decisive and caring, while remaining largely non-specific.
David Icke Rhetoric
Rhetorical Version
People are starting to wake up. They can feel that something isn’t right.
We’re told everything is fine, but ask yourself — if that’s true, why are so many voices being silenced? The information is out there for anyone willing to look. Once you see it, you can’t unsee it.
This isn’t about belief. It’s about truth.
What It Means (Non-Rhetorical Translation)
I am suggesting that powerful groups are hiding important information, but I am doing it without providing any verifiable evidence.
I am encouraging you to distrust mainstream sources and to accept that not hearing more from anyone who disagrees with the mainstream narrative equals proof of suppression.
What's Going On
Pathos: Suspicion and curiosity come before facts
Ethos: Listener is positioned as independent and perceptive
Insider framing: “You’re one of the few who sees it”
Self-sealing logic: Disagreement becomes confirmation
The rhetoric creates emotional certainty without needing proof.
HR or Corporate
Rhetorical Version
This is an exciting opportunity to streamline our processes and realign priorities as we move into the next phase of growth.
These changes will allow teams to become more agile, resilient, and future-focused, while empowering individuals to take ownership of their development.
What It Means (Non-Rhetorical Translation)
Some roles will be removed, responsibilities will increase for remaining staff, and job security may decrease. Management has already decided on these changes and expects employees to adapt.
What's Going On
Passive language: No clear decision-maker is named
Positive abstraction: Negative outcomes are reframed as growth
Control through optimism: Resistance feels awkward or selfish
Moral pressure: Adaptation is framed as personal responsibility
The language feels supportive while directing behaviour.
The articles found in the pages of this hub can be seen as background information for the themes which run throughout our books
Classic Rhetoric by Aristotle, Cicero and Quintilian
Long before modern psychology or media studies, ancient thinkers were already analysing how persuasion works in practice. For them, rhetoric was not a dark art or a trick, but a civic skill — essential for politics, law and public life.
Aristotle
Aristotle was the first to systematise rhetoric as something that could be studied and taught. In Rhetoric, he argued that persuasion rests on three foundations: ethos (the credibility of the speaker), pathos (the emotions of the audience), and logos (the structure and logic of the argument). Crucially, Aristotle did not claim that good rhetoric guaranteed truth. He recognised that persuasive speech often succeeds because it sounds reasonable, not because it is correct.
Cicero
Cicero the Roman statesman and orator, shifted the focus from theory to performance. He believed effective rhetoric required not just sound arguments, but style, timing and delivery. For Cicero, persuasion was inseparable from language itself — word choice, rhythm, emphasis and repetition all mattered. A weak idea delivered well could defeat a strong idea delivered badly.
Quintilian
Later tried to restore an ethical dimension to rhetoric. He famously defined the ideal orator as “a good man speaking well”. Yet even Quintilian acknowledged that rhetorical skill could be taught independently of moral character — a recognition that remains uncomfortably relevant today.
Together, these thinkers established a framework that still shapes modern persuasion. They understood something we often forget: people are rarely convinced by facts alone. They are persuaded by who is speaking, how it makes them feel, and how the argument is framed. The tools are ancient. Only the platforms have changed.
ETHOS - Who Is Speaking
Credibility, authority, trustworthiness
How tone, confidence and identity matter as much as facts
Modern examples:
Politicians, wellness influencers, CEOs, “I’ve done the research” figures.
PATHOS - How It Makes You Feel
Emotion as a shortcut to agreement
Fear, hope, anger, belonging
Modern examples:
Charity appeals, culture wars, conspiracy rhetoric.
LOGOS - What It Seems To Argue
Logic, structure, examples
Why something can sound logical without being rigorous
Modern examples:
Opinion pieces, TED-style talks, simplified graphs.
Everyday Examples of Rhetoric in a Sentence
Who Is Speaking and Why You Should trust Them (Ethos)
“Let me be clear…”
“As someone who’s been doing this for years…”
“I don’t say this lightly.”
“People often forget…”
“I’ve seen this first-hand.”
Function: Establishes credibility before any argument appears.
Using Emotion Before Evidence (Pathos)
“Think about the children.”
“Ordinary people are paying the price.”
“This affects real lives.”
“People are rightly angry.”
“We owe it to future generations.”
Function: Moves the listener into agreement before logic has time to object.
Sounds Logical, Often Isn't (Logos)
“The facts are clear.”
“Studies show…”
“It’s simple, really.”
“The numbers don’t lie.”
“Common sense tells us…”
Function: Signals reasoning without necessarily providing it.
Using Group Identity. It's Us v Them
“Hardworking families.”
“People like you and me.”
“The silent majority.”
“The establishment doesn’t want you to know this.”
“We’re all thinking the same thing.”
Closure and Shutting Down Alternatives
“There is no alternative.”
“This is just the reality.”
“Like it or not…”
“This is the direction of travel.”
“The debate is over.”
Function: Ends discussion without winning it.
Deflection & Not Answering the Question
“What’s really important here is…”
“That’s not the real issue.”
“We shouldn’t get distracted.”
“Let’s take a step back.”
Function: Quietly seizes control of the conversation.
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