What is the difference between an argument, an explanation and rhetoric? An argument is an attempt to persuade using a conclusion and at
least one supporting reason. An explanation is expanding on
a point that is already accepted as true (or assumed to be true). Rhetoric is different.
Bowell and Kemp define it as “Any verbal or written attempt to persuade someone
to believe, desire or do something that does not attempt to give good reasons
for the belief, desire or actions, but attempts to motivate the belief, desire
or action solely through the power of the words used.” An example may help.
Imagine the following narration comes with a TV advert:
“I look up at the blue sky, I see the
lovely butterflies and I hear the sweet song of the birds. People are smiling
and there is the sense of freedom on the air. That is why I use ‘Ka-blam’
washing paste. The smell of satisfaction!”
What we have above is not an argument, not
even an explanation. It is a statement that tries to convince us to use
‘Ka-blam’, without giving us a reason. It just associates the paste with nice sounds
and sights, for no reason at all. That is rhetoric. Modern adverts are rarely argument! (Although artistic adverts are very entertaining...!)
Another example will do. You are discussing
the teachings of some group, church or sect, then a friend says, “Only an idiot
can believe such rubbish!” May be you are not convinced, but you are
intimidated and laugh along with your friends. He has not given you a reason to
reject that idea. Bowell and Kemp call this an “appeal to ridicule.” No reason
is given, but a negative label (such as ‘rubbish’ or ‘idiotic’) is used to
persuade.
We find rhetoric in some speeches, books,
used by friends, con-men, salesmen, preachers and everyday conversation. A
useful skill is learning to recognise rhetoric and distinguish it from
arguments and explanations. Sugar coated words have a rightful place in life,
but be careful not to confuse them for arguments. That is how con-men get away
with so much!
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