TLDR;
This video explores the use of rhetoric in writing to make it more memorable and impactful. It covers various rhetorical devices, their historical use, and how they can be applied in modern writing. The conversation touches on examples from literature, music, speeches, and everyday communication, highlighting the importance of understanding and using these techniques to improve writing.
- Rhetorical devices make writing memorable and impactful.
- Understanding these techniques can improve writing across different mediums.
- Examples are drawn from literature, music, speeches, and everyday communication.
Introduction [0:00]
The video introduces the concept of using rhetorical techniques to enhance writing and make it more memorable. It mentions examples such as "fly my pretties" from The Wizard of Oz, phrases from the Bible, Shakespeare, and advertising, illustrating how antithesis and other rhetorical devices create memorable lines. The discussion aims to provide practical writing advice that goes beyond basic techniques.
The progression of Katy Perry, Charles Dickens, The Bible [2:00]
This section discusses the rhetorical device of progressio, exemplified by Katy Perry's song "Hot and Cold", Charles Dickens' A Tale of Two Cities, and passages from the Bible. Progressio involves a series of antitheses that create a memorable and impactful effect. This technique is useful for making writing stick in the reader's mind.
The signal for readers to pay attention [5:00]
The use of rhetorical tactics in writing serves as a signal to readers to pay attention. Just as a build-up in electronic music prepares the listener for a bass drop, rhetorical devices create anticipation and emphasis. This approach helps writers manipulate the reader's attention, creating moments of calm and heightened focus.
Mark's bestselling book "The Elements of Eloquence" [5:55]
Mark discusses his book, "The Elements of Eloquence", which aims to provide a rigorous look at poetry and rhetoric. He wanted to explore why certain writers like Shakespeare are considered superior and identify the formulas that make writing effective. The book was written to fill a gap in available resources on English rhetoric.
How we lost the appreciation for rhetoric writing [7:25]
The appreciation for rhetoric has diminished due to the romantic view of writing as purely passion-driven, rather than calculated. While concise writing is suitable for instruction manuals, using rhetorical devices can make writing more memorable and impactful in other contexts, such as books, poems, and speeches. Emphasising totality through antithesis and repetition dramatises the message.
Martin Luther King Jr's speech "I Have A Dream" [10:30]
Martin Luther King Jr.'s "I Have a Dream" speech is used as an example of effective rhetoric. Instead of simply saying "everybody," King lists specific groups like "black men and white men, Jews and Gentiles, Protestants and Catholics" to make his message more impactful. The use of diacope ("free at last, free at last") further enhances the speech's memorability.
What tactics are "Bond, James Bond" and "To be or not to be" [11:10]
The phrases "Bond, James Bond" and "To be or not to be" are examples of diacope, a rhetorical device involving a verbal sandwich. This simple formula makes lines incredibly memorable. Other examples include "Game over, man, game over" and "Zed's dead, baby, Zed's dead."
The memorable (and missing) lines from "Wizard of Oz" [12:45]
The power of diacope is so strong that it can create false memories. The line "Fly, my pretties, fly!" is widely remembered from The Wizard of Oz, even though it is not actually in the movie. This illustrates how rhetorical tactics can shape our memories.
Writing tactic used by John F. Kennedy and Coolio [14:10]
John F. Kennedy's speeches, such as his inaugural address and his speech at Rice University, effectively used chiasmus, where phrases are repeated in reverse order. Examples include "Ask not what your country can do for you—ask what you can do for your country." This technique is also found in Coolio's lyrics, "With money on my mind and my mind on my money." Humans are drawn to symmetry, making chiasmus a powerful rhetorical tool.
Mark's cheatsheet and writing process [17:45]
Mark recommends having a cheat sheet of rhetorical devices. His writing process involves extensive preparation and practice, similar to a jazz musician learning scales before improvising. He emphasises the importance of writing quickly to allow one's voice to emerge naturally. Practising verse forms like iambic pentameter can also improve prose writing.
Rhetorical devices used by Yoda and The Beatles [22:55]
The rhetorical device anadiplosis, where the last word of one clause is repeated as the first word of the next, is exemplified by Yoda's line, "Fear leads to hate, hate leads to anger, anger leads to the dark side." Paul McCartney intentionally used anadiplosis in The Beatles' song "Here, There and Everywhere." Other Beatles' songs, like "Hello Goodbye" (progressio) and "Yesterday" (epanalepsis), also employ rhetorical techniques.
Inventing words, old slang, and dictionaries [28:50]
Old slang dictionaries provide insight into past cultures and ways of life. For example, 18th-century thieves' slang includes numerous terms for being hanged. The evolution of language and the invention of new words reflect the changing realities and concerns of a society.
How, smart phones, texting, and Twitter has changed writing [32:00]
Texting and internet communication have made writing more prevalent but also more informal. The rapid evolution of language on the internet is evident in how quickly words change meaning. The shift from formal writing to more colloquial styles reflects the oral nature of online communication.
Writing tactic used by Winston Churchill [37:35]
Winston Churchill's famous speech, "We will fight them on the beaches," uses anaphora, starting each sentence with the same words ("we will fight them"). This technique, along with others like those in Kipling's "If," demonstrates how rhetorical devices can create powerful and memorable speeches.
Most quoted lines in poetry like Alexander Pope, Tennyson, [38:30]
Memorable lines in poetry often employ specific rhetorical devices. Alexander Pope's "To err is human, to forgive divine" is an example of isocolon, where a sentence is divided into two balanced halves. Tennyson's "To strive, to seek, to find, and not to yield" uses a series of verbs to create a powerful effect.
How readers should read your words [40:15]
Writing should recreate the experience of being a full human, compensating for the lack of tone of voice, facial expressions, and hand gestures. Writers need to provide hints about their identity and tone of voice early on, similar to an establishing shot in a movie. Simple word choices can establish the writer's voice and context.
How Shakespeare was a wonderful thief [45:00]
Shakespeare was a "wonderful thief" who borrowed from other writers like Plutarch, adding alliteration and iambic pentameter to create beautiful and dramatic poetry. His skill was in transforming existing material into something more memorable and impactful.
Mark's writing process for his book "The Elements of Eloquence" [47:10]
Mark's writing process involves extensive preparation, thinking, and gathering facts before writing quickly. He believes that writing should flow naturally to engage the reader emotionally. He prepares by talking to an imaginary person to clarify his thoughts before writing.
Writing Example (Jerry Seinfeld) [54:25]
Jerry Seinfeld's writing in a New York Times article is analysed as an example of effective use of emotional ping-ponging. Seinfeld creates tension and release by alternating between positive and negative emotions in his sentences, making the introduction funny and captivating.
