What is rhetoric?
Rhetoric is simply using language persuasively. When we use rhetoric, there is something that
we want to accomplish with our rhetoric.
Exigency is what you are trying to accomplish through persuasion. There are three different forms of rhetoric
and each relies on different objects to be effective.
Logos is the art of persuasion through logic. It relies on facts and statistics to persuade
others. In Devil in the White
City, Burnham employs logos to persuade others to help him out-Eiffel
Eiffel. On page 156, Burnham talks with the Saturday Afternoon Club and openly
berates the ideas invented thus far. He
is using previous ideas and pointing out their flaws or shortcomings to promote
more people coming up with ideas. He declares that “something novel, original,
daring, and unique must be designed and built” (156).
In “The Boy and the Bank Teller” the boy employs the use of
logos when he attempts to withdraw money from his account. He explains how it is his money and that he
has withdrawn money before, so why can’t he withdraw money now.
Pathos is the art of persuasion through emotion. It relies on personal experiences and
anecdotes.
In Devil in the White
City, Holmes appeals to Mrs. Holton’s emotions and says he can ease her
pain and help (37). Her husband is dying
while she has to take care of their store.
Holmes approaches her and tells her he will take care of the store while
she tends to her husband in his time of need.
Ethos is the art of persuasion through ethics. It relies heavily on morals and images.
On page 26 in Devil in
the White City, “Burnham’s ability to win clients lied in his looks and
bearing.” His image draws people in and
helps him persuade others into becoming his clients.
Holmes is portrayed as never angry and so
friendly and sociable that he can turn creditors into friends (72).
These three elements of rhetoric are the basis of persuasion
through language, but there are smaller categories that also define rhetoric. The science of persuasion includes six ideas
that influence others and help with persuasion.
These ideas can fall under the major categories of rhetoric and help
describe, in detail, the effect of that form of rhetoric and why it works.
Authority is the idea that people follow the
lead of credible experts. If a policeman
were to inform you that a dangerous criminal was lurking around, you would feel
more frightened than if an ordinary citizen informed you because the policeman
is seen as a figure of the law. He is an
expert on public safety. In Devil in the White City, Holmes’
authority over Julie Conner allows him to convince her to undergo an
abortion. Because Holmes is a doctor, he
tells her everything will be alright (148).
Liking is
when somebody who is personable and relatable to or who pays you compliments
and is easy to get along with is more likely to persuade you than some tired,
grumpy old man. Because you make some
kind of connection to them, you will be more easily persuaded by them. Holmes wins
Emeline Cigrand over through his charm and character (163).
Reciprocity
is the idea that when you receive a favor from somebody, you are more likely to
feel obliged to repay that favor. You
feel as if you owe a debt to them. It is
the simple concept of owing favors. Holmes used reciprocity early on with the
policemen. He always chats with them
when they walk by and gives them coffee to drink. Because he is paying them these small favors,
he has gotten into good favor with them.
When
people want more things that there are less of, that is scarcity. Think of the last time there was a sale on
something, but there was a limited supply of that item. Did that not make you want to buy it
more? The fair in Devil in the White City uses scarcity to attract people to come to
it. It tells people what they will be
missing out on if they do not come to the fair while explaining the fair’s
uniqueness. Again this idea of scarcity
is seen with the Keeley cure. Keeley
advertises his product with all the benefits that it provides and what
customers will lose if they do not buy his product for treatment.
The
idea of consistency refers to looking for and asking for small
commitments. At first, somebody may be
reluctant to make a big commitment. If
you ask them to make a small commitment and then ask for the big commitment,
they will be more likely to make that commitment because they have already made
a smaller commitment to it. Holmes used
consistency with his three henchmen.
Previously, they had helped with the construction of his building, but
as he saw their resourcefulness and use, Holmes asked them to make a bigger
commitment and work for him full-time.
They all accepted. (68)
Finally, the idea of consensus describes that people will
look to the actions of others to determine their own actions. It is similar to church when the priest
stands, everybody stands. They follow
his lead and look to him to determine their own actions. In Devil
in the White City, Holmes building “often had a medicinal odor,” but it
bothered no one because “he was, after all, a physician, and his building had a
pharmacy on the ground floor” (245). No
one worries about the chemical smells permeating throughout Holmes building
because he is a physician.
Larson, Erik. The Devil in the White City: Murder, Magic,
and Madness at the Fair That Changed America. New York: Crown, 2003. Print.
