Ancient Style Draft

The ancient rules of style remain just as prevalent, effective and useful today as they were thousands of years ago, when the Greeks used the rules to analyze and classify the arrangement of words. The use of uncommon sentence structure, word placement, and other grammatical devices heightens the meaning and influence of utterances. Being able to persuade other people is a powerful technique. It is important to learn how to identify these speech styles so that you can make your own intelligent opinion.

These rhetoricians studied the theory that language is more dynamic than just a way to convey a single meaning. Language indeed is very powerful and is employed to persuade people every day. These tactics are used so readily that we do not even realize that they are being used and they become melded into our collective culture. Today we use it in our everyday language, advertisements, political debates, and just about any other time where persuasion of the intended audience is required.

To identify some of these devices in action, let us examine a recent political campaign advertisement which aired on television in Alabama where the candidate was seeking the republican nomination for the Commissioner of Agriculture. Dale Peterson has received national recognition for his unique communication style. It is not only the words that Peterson uses, but the way he employs word placement along with nonverbal messages that makes the commercial stand apart.

While we are watching television or on the internet we know that we will come along some type of advertisement. We all know that the advertisements are trying to get us to do something, such as buy their product, support their cause, or vote for a certain candidate. We know it is there and as “informed customers” we pay attention to what they are saying and can typically spot the subject and the purpose. However, the underlying meaning and the pull of persuasion can sometimes be difficult to identify.

Without context there is no meaning. Mr. Peterson provided a very strong context in regards to his political position through the use of nonverbal cues and the delivery of his monologue. The movement of the video and the angles of footage created a sense of movement and action. As Peterson begins his appeal to the viewer he literally gets off of his high horse. This visual allusion to a well-known colloquialism conveys the understanding that he is on their level as an equal and as such separated from the “politicians”.

The primary use of plain language, much like that found in a relaxed conversation with a friend, Mr. Peterson further identifies himself as a representation of his audience. In knowing the concerns of his audience, Peterson is able to get their attention by discussing topics that are of interest to them. Families losing their homes, illegal immigrants, and unemployment are not topics that I would typically associate with an agriculture commission. However, Peterson was able to work in those high profile issues by pairing up the shared belief that we should do something about those areas to the juvenile theft of a yard sign. Juxtaposing something really serious with something trivial can have the effect of lending some of the severity towards the other action. While the voters may not intellectually feel that a yard sign theft is as important as unemployment, the momentum for social justice rose the weight of the stolen signs is more likely to be seen as a violation rather than a petty theft.

Throughout the campaign Peterson emphasizes an “us against them” attitude. His use of plain language and his long lists of relatable jobs and positions he has held (farmer, businessman, cop, and a marine) lends him a level of acceptance and credibility that allows him to call his rivals names like “thugs” and “criminals”. Mr. Peterson even took liberty with referring to undocumented immigrant “illegals”. Although the ability to enter and live in the United States of American is governed by laws, the use of the word “illegals” to define all of the people without paper work would be viewed as a completely racist and inappropriate comment. However, in the context of economic hardships his statement is not an outrage but serves as a base for his political platform.

Peterson’s use of hyperbole matches the outrageous use of his previous accusations and racial statements. Five billion dollars certainly sounds like it would carry a high level of power but I seriously question his overall ability to implement and carry out major change. Portraying his rivals as criminals that fool you and steal your money is so overboard it is hard to hear the accusations without wondering what they could have possibly done to deserve this harsh of a reaction.

The rifle serves as a multi-functioning metaphor.

*Discussion of rifle metaphor*

Explore Representations: The opening close up of his dog tags lying on a copy of the constitution begins to build the context of the content by providing the back drop of serving for freedom and democracy.

Peterson’s political campaign advertisement provides obvious examples of persuasive techniques. As we learn to recognize the use of these techniques, we begin to understand the reason behind the message. Sorting through the facts away from persuasive devices enables us to truly make decisions as “informed customers”.

References

Crowley, Sharon and Debra Hawhee.  Ancient Rhetorics for Contemporary Students.

Second Edition.  Boston:  Allyn and Bacon, 1999.

I do plan on expanding on the rifle metaphor and some of the allusions found in the commercial as well as referencing the terms to the reading.

Any feedback is greatly appreciated. Feel free to be candid!