It was also translated extensively into European vernacular rhetorica ad herennium pdf and continued to serve as the standard schoolbook text on rhetoric during the Renaissance. The work focuses on the practical applications and examples of rhetoric. It is also the first book to teach rhetoric in a highly structured and disciplined form. However, according to some analysts, teaching oratory in Latin was inherently controversial because oratory was seen as a political tool, which had to be kept in the hands of the Greek-speaking upper class.
Plotius Gallus, who was the first to open a school of rhetoric at Rome conducted entirely in Latin. He opened the school in 93 BCE. Each style has traits that make it most effective for specific purposes in oration. The diction used is formal and impressive. The purpose of this style is to move an audience, either emotionally or to perform some action.
Grand style but not quite at the level of casual conversation. It avoids using colloquialisms but is not overly formal. The Middle style’s purpose is to please or entertain an audience. It uses colloquialisms and informal language.
This style is best suited for instruction and explanation. The repetition of the same word in these four figures produces an elegant and pleasant sound for the listener, rather than simply being repetitive. These figures use conversational style to hold the audience’s attention. Both these figures create emphasis on the independent words or clauses within the entire thought. The author groups these three figures together, stating that disjunction is best suited for limited use to convey elegance while one should use conjunction more frequently for its brevity. The author distinguishes the last ten figures of diction from the rest. The common characteristic of these ten figures is the application of language beyond the strict meaning of the words.
Both of these figures allow the speaker to draw particular attentions to specific traits of that person. Latin text with English translation by Harry Caplan. Harvard University Press, Cambridge, MA 1954. This page was last edited on 28 September 2017, at 00:36. This article is about the rhetorical concept.