Nancy Duarte om Steve Jobs og retorikk

Nancy Duarte er en en av presentasjonsguruene i USA, og jeg har hatt en viss glede av å lese hennes bok: slide:ology. Den boka handler veldig mye om presentasjonen som visuelt uttrykk. Arne Krokan retweetet en lenke til en bloggpost hun har skrevet der hun denne gangen analyserer Steve Jobs retorikk i forbindelse med en presentasjon han holdt. Våre elever har jo etter Kunnskapsløftet begynt å briske seg med både etos, logos og patos. Duarte derimot peker i sin bloggpost på 16 ulike retoriske grep hun mener å finne i Jobs tale. Det går med andre ord an å legge lista litt høyere når det gjelder det retoriske begrepsapparatet.
Jeg tillater meg på kopiere/sitere halvparten av hennes analyse - så får mine lesere lese resten hos henne hvis de synes dette er interessant.

Nancy Duarte:
"The word “rhetoric” gets a bad rap as a form of oratory manipulation; I view it as a communication device. When used well, it can be very moving.  Prevalent in politics but not in business, let’s take a look at some the rhetorical devices Mr. Jobs used in his 2007 iPhone launch presentation. Simply brilliant.
Anaphora (means carrying up or back): The repetition of a word of phrase at the beginning of every clause.

“As you know, we’ve got the iPod, best music player in the world. We’ve got the iPod Nanos, brand new models, colors are back. We’ve got the amazing new iPod Shuffle.”
—Steve Jobs

Epiphora: The repetition of a word or phrase at the end of every clause.

“Well, these are their home screens. And again, as you recall, this is the iPhone’s home screen. This is what their contacts look like. This is what iPhone’s contacts look like.”

Symploke: The combination of one or several anaphora(s) with one or several epiphora(s).

“In 1984, we introduced the Macintosh, it didn’t just change Apple, it changed the whole computer industry. In 2001, we introduced the first iPods, and…it didn’t just change the way we all listen to music, It changed the entire music industry.”*
*With parallelism and germinatio

Germinatio: The repetition of a word or word group within one sentence.

“That’s 58 songs every second of every minute of every hour of every day.”
“And so I’ve got voice mail how I wanna listen to it, when I wanna listen to it, in any order I wanna listen to it with visual voice mail.”

Anadiplosis: The repetition of the last word of a sentence that is also the first word of the following sentence or sequence.

“And they garnered two percent market share. Two percent market share. iPod had 62 percent market share, and the rest had 36.”

Asyndeton: Sequence or words or similar expression without the use of conjunctions.

“We’ve got movies, TV shows, music, podcasts, photos.”

Polysyndeton: Repetition of conjunctions in a series of coordinated words, phrases, or clauses.

“It’s got everything from Cocoa and the graphics and it’s got core animation built in and it’s got the audio and video that OSX is famous for.”

Interrogatio: A rhetorical question in which the answer is self-evident.

“Isn’t that incredible?”
“Want to see that again?”
“Pretty cool, huh?”

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