The messages that are communicated can be further examined through the five classical canons of the Neo-Aristotelian Approach as discussed in The Rhetorical Power of Popular Culture by Deanna Sellnow. The five cannons are listed as follows: 1) invention, 2) arrangement, 3) style, 4) delivery, and 5) memory. By looking at the five canons one can better understand how a particular message whether it is a speech or a visual image can influence listeners and viewers. Such a message is intended to persuade them to either take action or form an opinion on a certain issue or product. The interpretation of rhetoric according to the Neo-Aristotelian Approach is intended to examine the text or message presented; one is called to recognized the argument at hand and understand the speaker's appeal to emotion, logic, and so forth.
The Neo-Aristotelian approach is often used to interpret written and verbal speeches since they used to be the main form of addressing the public until the explosion of the media frenzy world took place. The 1) Invention of a speech begins when someone realizes that they have something to say and want to persuade an audience to believe in their message through the use of comparisons, logos, signs, and forming a relationship with the people. This phase focuses on the content of the speech and the ethos, logos, and pathos used to appeal to the audience and have an effect. The 2) Arrangement must be completed in a manner that follows on with the course of the speech in either chronological order or some other form of organization pattern. It should flow from a coherent introduction to conclusion, much like the format of an essay to highlight the main points. A speaker chooses their arrangement accordingly with the topic they wish to address whether they begin from a less controversial topic and work their way up to discussing a highly controversial topic. The 3) Style of the rhetoric criticizes the language chosen by the speaker. The style must not only express the ideas of the speaker but influence the audience through the choice of words. Furthermore a mood based on how the speaker 4) Delivers the message (eg. speak's clearly, loudly, softly) affects his/her ability to engage the audience and convey to them a clear and understandable message. The delivery of what is said and how it is said is important so that one can be persuaded to follow or reject a message. All of these steps then lead to embedding the rhetoric/message into one's memory after repetition, constant exposure, and how clearly the message is delivered that one can commit it to memory. (When giving speeches, eye contact, clearness of voice, and the flow of the message all contribute to whether or not someone remembers the message.) Someone who has memorized their speech and is able to clearly and coherently discuss the issues at hand and convey a message to the public is more likely to be remembered and forms a better connection with the audience.
The Neo-Aristotelian Approach can also be used and applied to other means of communications other than public speeches but in a slightly different way. The technological advancements of our society and the influence of the media have added other elements that limit the classical rhetorical approach. I will be using the Converse brand as a way to apply the Neo-Aristotelian Approach to explain how converse persuaded people to buy the product. The classical approach deconstructs the different elements that led to the popularization of the shoe.
The invention of converse sneakers began when Marquis M. Converse (http://www.converse.com/About/) realized that there was a need for a specific type of sneaker on the market. As stated on the converse website, “Our company was organized in 1908 fully believing that there was an earnest demand from the retail shoe dealer for a rubber shoe company that would be independent enough not to follow every other company in every thing they do.” The brand came into existence as a result of a need for a certain type of shoe, in this case a rubber canvas shoe intended for people who play basketball. The sneaker has been iconically linked to the "All Star"logo and the sport of basketball, as the brand was made popular by Chuck Taylor, an NBA star who liked the design of the shoe.
The Converse brand was put on the map through the use of this spokesperson who communicated a specific message to basketball fans. Taylor introduced basketball fans to the benefits of wearing converse: the styles, the comfort, and how the sneaker fit with each individual's personality. With the help of Chuck Taylor, the public began to associate converse with basketball. They became the shoes to wear on the court and the brand to keep your feet from hurting while playing sports. Through the exposure, converse became the ultimate shoe for basketball players. The message was structured/arranged to target general basketball players, individual teams, and people who played sports. The converse shoe was manufactured in many different styles (high-top, low-top, with and without laces) and numerous colors, which met the needs of the public, teams, and reinvented itself along the way as fans expressed the desire to tailor the sneakers to their individual styles (colors/logos). The delivery of the converse message was brought to the masses through the use of a celebrity who helped designate that converse was clearly the official sneakers of the NBA. Taylor, as a speaker and representative, made it Converse an ever popular shoe. Then gradually as time progressed the brand became the "it" sneakers to wear in gym class, out on the street, and for punk rockers to perform in. The fact that the shoes have been worn for decades and have been reinvented to symbolize different things to different groups have committed the sneakers to the public's memory. What began as a shoe popularized by basketball players is now not only the symbol of basketball but has morphed to symbolize Rock n Roll culture. Converse are also worn by the general public on a daily basis-children, men, women, and teenagers all wear converse, which they synonymously call "Chucks" due to the memory of Taylor. Converse are a long days away from being the official sneaker of the NBA; it has been replaced by NIKE but has also shifted to become a part of popular culture in many respects. Converse are now worn by just about everyone; many people love converse because they come in many colors and can be worn on an average day. These "Chucks" are also very popular among artists, rockers, and other musicians who have integrated converse sneakers into their overall image and own personality. Converse were made popular once again through the media, especially in movies where actors/characters are seen wearing converse (eg. Stuart Little and Sylvester Stallone in "Rocky.") and musicians such as The Ramones, The Clash, Green Day, Good Charlotte, Blink 182, all of who rock out on stage with their "Chucks" on.
This is a photo of a band whose members wear converse on a daily basis and have made the shoes a part of their overall image, which in turn influences their fans to act. In this case converse are attracts the teen punk rock scene.
The same can be said about rocker Tom Delonge of Blink 182. Such artists send a message, in this case, converse are a symbol of rebellion and going against those who conform.
The many different styles/colors of converse.
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