How to Apologise for Killing a Cat () von Guy Doza

INTRODUCTION. The author introduces the ancient art of rhetoric, and explains its importance in everyday life as well as how it has been used and still is used by people and organisations seeking to influence our views and behaviour. Mentions rhetoric, swindling, persuasive language, Aristotle1. TOUCHING THE HEART. Introducing how rhetoric can be used in practice, with examples ranging from a simple love letter phrased in many different ways to convey different messages to the Axis of Evil speech by US President George W Bush and the Stolen Generations speech by Australian PM Kevin Rudd2. THE THREE MUSKETEERS OF RHETORIC. Welcome to Logos, Ethos, and Pathos, key elements of rhetoric a bit like the rhetorical equivalent of the four horsemen of the apocalypse. Only with three, so the three musketeers is a better cliché. Logos is the use of logic, ethos is the use of emotion3. LOGOS. Introducing and explaining the uses of logos in rhetoric, including a quick primer on formal logic such as minor and major premise and logical fallacies. Mentions rhetorical technique, formal logic, informal logic, Malala, MMR vaccine, Brexit Battle Bus, Barack Obama, argumentum ad rem4. ETHOS. Introducing and explaining the rhetorical concept of ethos the use of reputation to bolster one's argument. Mentions argumentum ad hominem, JK Rowling, Julia Gillard, Justin Bieber, George W Bush, Shakespeare, All's Well That Ends Well5. PATHOS. Introduction to pathos in rhetoric, looking at examples throughout history where speakers or writers have invoked emotion to strengthen their argument. Donald Trump, Martin Luther King Jr, I Have a Dream speech, Michelle Obama, Melania Trump, Johnny Mercer, Hilary Benn, Oprah Winfrey6. REPETITION. The use of the many different types of repetition in rhetoric, including tricolon, epizeuxis, anaphora, epistrophe, anadiplosis, abundantia, isocolon, chiasmus. Mentions historical and political figures Julius Caesar, Abraham Lincoln, Tony Blair, Barack Obama and Kevin Rudd7. REPETITION (AGAIN!). Explaining further rhetorical techniques such as anadiplosis, abundantia, isocolon, chiasmus. Mentions We Shall Fight on the Beaches, Yoda, US President George W Bush, Malcolm X, abundantia, Kevin Rudd, Sojourner Truth, Ain't I a woman? anti-slavery speech8. TRICKS OF THE TIRADE. Introducing other rhetorical techniques used by the likes of Nelson Mandela and Donald Trump. Mentions rhetoric, comprobatio, Donald Trump, Mississippi, Alabama, Nelson Mandela, occultatio, kairos, periphrasis, aporia, apostrophe, apodioxis, digressio, reductio ad absurdum9. LOGICAL FALLACIES. Revealing the logical fallacies present when skilled practitioners of rhetoric use persuasive language and writing. Mentions slippery slope, Australian Marriage Law Postal Survey, Benjamin Netanyahu, tu quoque, false cause, David Silvester, false dichotomy, Abdul Fattah al-Sisi10. TO QUESTION OR NOT TO QUESTION THAT IS THE QUESTION. Exploring the operation of rhetorical questions, known in rhetoric as erotema. Examples include Greta Thunberg, Barack Obama and Shylock in Merchant of Venice. Mentions false dichotomy, epiplexis, Merchant of Venice, Shylock, Hypophora11. I'M SORRY I DID IT... APOLOGIES. How to apologise, without making matters worse, for instance if you run over the next-door neighbours cat, don't glibly offer to buy them a new one. Features the six key psychological components of a successful apology. Mentions admission of guilt and regret12. RHETORIC IN TIMES OF CRISIS. The use of rhetoric in crises, as demonstrated by Winston Churchill. We Shall Fight Them on the Beaches, kairos, People's Republic of China, Mao Zedong, Covid-19 speech, anadiplosis, tricolon, Queen Elizabeth II, Princess Diana funeral rhetoric, Menachem Begin, BP spill13. RHETORIC IN THE WORKPLACE. Rhetoric in LinkedIn profiles, job applications and CVs.

Fun guide that decodes language tricks used in everyday lifePacked with quotations from Caesar to Elizabeth 1 to Barack ObamaIllustrated throughout with cartoons and graphsAfter reading you will never see the world the same way again

Guy Doza is a speechwriter and trainer. He has a Master's degree in Rhetoric from Royal Holloway, University of London, and uses its techniques in the speeches he writes for senior politicians and business leaders. He trains government speechwriters in logic and rhetoric.