Chapter 6: Thinking and Analyzing Rhetorically
6.9 Kairos: A Rhetorical Appeal Lost in Time
Rachel Rickel
While we now know about ethos, pathos, and logos, we can not forget about Kairos, the fourth rhetorical appeal we can attribute back to the classical Greeks and Aristotle. Kairos, based on the Greek word for time, is important in helping us think about how the timing, or a sense of time or urgency, can impact the authorial choices concerning the rhetorical situation. One could have the best argument and idea for persuasion, but, it must also be delivered at the right moment for maximum impact. That timing is part of Karios: thinking before presenting or publishing as to whether or not it is the right time. This relates to the youngest son of Zeus in Ancient Greek Mythology, Kairos, who was also known as the god of opportunity – and that is what it is: the right opportunity. Kairos is also the tone of the piece, the words used, the message, to deliver a sense of urgency in order to spur some sort of action on the part of the intended audience.
| Kairos: The Right Time |
| Kairotic appeals have two facets: the perfect opportunity for maximum effect and then a sense of urgency
Timing: Arguments are the most effective when delivered at the correct time for maximum impact. For example, around Halloween, candy advertisers in the United States of America would start having specifically spooky themed (bats, pumpkins, ghouls) commercials to connect with that time of the year for consumers, making their audience more receptive to the idea of buying their candy. Just as in places where winter is cold and snowy, commercials for winter clothes such as snow jackets, winter boots, gloves, and shoes (or even cars shown driving on icy roads successfully) are timed specifically for maximum consumer impact and delivered right before or during that winter weather. Another example of this type of Kairos would be within politics when an official may latch on to a current cultural moment and make it part of their reform ideas to appeal to voters. Sense of Urgency is another aspect of Kairos, and it is different from merely the correct time in which to address the audience in that this is the use of words, images, time constraints, that urge people to take an action before it is too late. This is often popular in advertisements, and in persuading others to agree to, or join in, military, political, or religious action or beliefs. For example, in advertising, the store states the sale is only from December 2nd to December 12th, which tells consumers that if they want that price, they better hurry in to purchase the item. Another example would be that you are shopping online and you look at an item. Well, the website is programed to know what you looked at, or even maybe put into your cart, so to urge you to take action and buy the product and secure their sale, they will have pop-ups or small print that says things like “only 2 left in inventory” or “25 other people also have this in their cart.” This makes you think you might miss out on the product if you do not hurry and buy it. Whether or not this is always accurate on websites is up for debate, as it is thought it is often simply used as a sales tactic (often without necessarily any truth behind the proposed shortage of the item). |
In Building Kairotic Appeals, We See Authors…
- Referring either directly or indirectly to a current event/idea to spur action
- Using time limits/ limited quantities to spur people into action before it is too late
