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To develop a fruitful communication few techniques are used in discourse. These techniques or strategies are used in rhetorical discourse for three main purposes i.e. to conduct meaning, stimulate response from an audience (reader or listener) and to convince audience. If we talk about its scope, then it depends on its definition that how we are perceiving it. If we consider it as one way street of communication i.e. information arrived then organized by writer and then delivered to the audience but if you want to be a professional writer who encourages audience for a desired feedback then you must involve all steps of writing process and must develop and understanding that there is never a clear definitive end to rhetoric definition. As Burton says,

“Rhetoric requires understanding a fundamental division between WHAT is communicated through language and HOW this is communicated”

To develop a persuasive discourse Rhetorical strategy are used but as its definition is not definitive so there is need to develop a comprehensible understanding of it. For this every fragment of rhetorical techniques should be analyzed.

About 2300 years ago, Aristotle discussed few elements to develop a persuasive discourse. For this, he studied the popular dramas of that time and the rhetors of Greek Senate. What he found out was powerful i.e. the elements that can create persuasion in discourse. His main elements were ethos, pathos, logos. We will look at these elements and try to develop a persuasion in our discourse and explain WHAT, WHY and HOW of our discourse.

1. Exigence

An exigence can be called an issue or problem which needs focus of individual so it can be probed. It is that kind of predicament which can be addressed in a large public mass so it can get attention and be solved by its listeners or a pinpoint which provokes others to solve that riddle. It is pertinent in every rhetoric situation. It encourages rhetor to argue in the first place. There can be two types of exigence i.e. rhetorical and non-rhetorical exigences. A rhetorical exigence can be altering through eloquence while non-rhetorical exigences are natural calamities i.e. floods, volcano eruptions, disasters, earthquakes etc. These types cannot be altered through rhetoric because they are such plight which cannot be plighted by us. They all happen by the grace of God, so they are invariant.

For example, A member of US House representatives in an oration argued that we need sauthoritarian gun control.

Now the exigence here is that the representative has doctrine that authrotarian gun control will help to develop less savagery.

Exigence works with audience and constraints to develop a rhetorical situation so audience has very important role in exigence. Moreover, it also pertinent to make that exigence comprehensible to a particular audience. The rhetor of that rheotical discourse can be affected by various factors i.e age, gender, religion, ethinicity and the understanding level between audience and the rhetor.

Constraints also affects the rhetor’s discourse. they include rhetor’s reputation or audience’s view of perception regarding rhetor. They should be overcome to highlight the exigence in rhetorical discourse.

1. Pathos

Pathos as the word suggests refers to how rhetor triggers audience’s emotions to convince his point or made his argument valuable in front of the audience. A rhetor uses such techniques to evoke audience’s emotions i.e. anger, pride, joy, rage, or happiness.

ASPCA commercials that use photographs of wounded puppies and sad kittens and slow,

depressed music to convince their audience emotionally to spend money.

Example

In the 1980% of computer and IT workforce in the United States, women accounted for

a peak of 35,40%. According to the National Center for Women and Information Technology (NCWI), this percentage dropped to around 25 per cent by 2011.

By using logical facts here rhetor creates pathos about the decline of women in IT field.

• Ethos

Ethos is a character-driven argument. The use of ethos means an appeal for

the sense of ethical conduct of the audience. The writer or speaker is credible,

confident, honest and ethical for the audience. It is basically used as a means of

persuading an audience through the persuader 's authority or credibility, whether it be a notable

or experienced figure in the field or even a popular celebrity.

For instance,

"I'm an expert in ethics so believe what I'm saying."

On the one hand, when an author makes an ethical appeal, he or she tries to tap into the values or ideologies held by the audience, such as patriotism, tradition, justice , equality, dignity for all humanity, self-preservation or other specific social , religious or philosophical values (Christian values, socialism, capitalism, feminism, etc.).

Sometimes these values may feel very close to emotions, but they are felt on a social level rather than on a personal level alone. This sense of referencing what is "right" in an ethical appeal, on the other hand, connect with the other sense of ethos: the author.

Ethos that is centered on the author revolves around two concepts: the credibility of the author and his or her character.

Example

A recent Google-Gallup report[23] revealed that female students are less likely

to know about opportunities to learn CS than male students do. They are also less likely to

observe 'people like them' engaged in CS as compared to males.

By referring the experienced field, the rhetor tries to persuade his audience and addresses the issue of gender inequality in CS field.

• Logos

Logos affects the left hemisphere of the audience’s brain i.e. rational thinking. Some techniques, patterns, ways, conventions allude audiences. To draw a resolution from chaos the audience always depend on such things which clicks their rational i.e. facts and figures or logistics. The compelling use of logic can be intimated to audience using polls, statistics, and mathematics. In addition to, if argument is more unprejudiced then it will be more compelling to the audience.

For instance, if I tried to persuade my students to do their homework, then I might explain that I understand that everyone is busy and has other (nonbiased) classes, but they will get better tests (explanation). I could add to this explanation by providing statistics showing the number of

students who have failed and who have not completed their homework compared to the number of students who have passed through and completed their homework (actual evidence).

Logical appeals rest on rational modes of thinking, such as

Comparison – there should be a fair and valid comparison between one thing i.e. that is your topic and another. There should be some level of similarity and the comparison must share some important attributes of similarity for validity.

Cause/effect thinking – Cause and Effect thinking normally helps us to comprehend the causal relationship between two situations or things and it inferences and logics about the things and situations that are happening around us. You people can discuss or maintain that A has caused effect on B, or that A is likely to cause effect B to provide evidence to your argument. Be careful with the latter – it can be hard to make conclusion that something “will” happen in the future later.

Deductive reasoning –As all of us know deductive means to deuce something i.e. to deduce a specific from general. It is a foundation of inductive reasoning. It is, likewise deductive rationale, is the way toward thinking from at least one declaration to appear at an intelligently definite decision. Deductive rationale is like that of the conditionals, and connections establishments with ends.

Inductive reasoning – inductive reasoning includes to induce something i.e. specific to general and in rhetoric it involves specific stances or cases to make a broad wide generalization. It is a kind of constant reasoning that incorporates shaping conjecture dependent on prominent occurrences you've face, ideas you have made, or realities you have faced and know to be valid or deceptive.

Exemplification – It includes the use of many stances or a variety of evidence to strengthen a single point. It is foundationally a language’s philosophy which is identified by the association among a sample and the point which it refers to.

Elaboration – It involves moving beyond just including a logic but explaining the importance or relevance of that logic or fact.

Coherent thought – It involves the maintaining of a well-organized line of a rationality; not repeating ideas or jumping around.

Hence rhetorical strategies provide a pathway to your argument in such a way that by paving on it your argument can be illuminated and be acknowledged by everyone. Some may find it as false behavior and manipulation but if we are trying to criticize it, we are even then engaging in the act of rhetoric.