Rhetoric

George Campbell defines rhetoric as "the art or talent by which discourse is adapted to its end. The four ends of discourse are to enlighten the understanding, please the imagination, move the passion, and influence the will." The success of each of these four components of rhetoric can render an argument either effective or ineffective. Campbell therefore defines effective rhetoric mainly in terms of its aims, rather than in terms of the components of the discourse itself such as ethos, pathos, and logos.

Any effective rhetoric will "enlighten the understanding." One of the foremost jobs of a rhetorician is to deepen the audience's understanding on his or her chosen subject. For example, if a speaker is discussing global warming, he or she will want to provide some background information on the phenomenon: perhaps the history of global warming and the basic scientific processes that occur. Enlightening the understanding entails...
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