Style: the Use of Language to Persuade

Style, meaning how we use language, was emphasized by the Roman rhetor Cicero as one of the key dimension of classical rhetoric. Cicero saw ¿Style of Language¿ in terms not only of the words we use, but also in the order that we use them. If invention addresses what is to be said; style addresses how this will be said. This connection between style and invention essentially links style and content. But not everyone agrees with Cicero on this point. The famous 16th century rhetor, Petrus Ramus, was the main proponent of dividing language (style) from argumentation and this has resulted in rhetoric becoming associated with flowery language in people¿s minds today. However, from a classical rhetorical perspective, ¿style is not incidental, superficial, or supplementary: style names how ideas are embodied in language and customized to communicative contexts¿ . In this note we shall look at five language devices which Barack Obama used as the current master of the ¿grand¿ style during his first election campaign, with a view of illustrating the importance of the connection between language and content to the communication process.