Understanding Style in Rhetoric: From Clarity to Ornamentation

When we speak or write, we’re not just conveying information. We’re making choices about how to present that information. Those choices are what we call style in rhetoric. Style is the dimension of language that transforms basic communication into persuasive, memorable, and impactful discourse.

What is rhetorical style? 🔗

In rhetoric, style concerns the artful expression of ideas. If invention addresses what is to be said, style addresses how this will be said. Style is not superficial decoration added to content. Rather, it’s how ideas are embodied in language and customized to fit specific communicative contexts. Every word choice, sentence structure, and turn of phrase contributes to the overall effect of a message.

Elocutio, the Latin term for style, is the third of the five canons of classical rhetoric, alongside invention, arrangement, memory, and delivery. The ancient rhetoricians understood that language choices could make or break persuasion. A well-styled speech could move audiences to action, while poorly chosen words could obscure even the most brilliant ideas.

The foundations: purity, clarity, and decorum 🔗

Classical rhetoricians identified several core virtues that contribute to effective style. Three of the most important are purity, clarity, and decorum.

Purity: correctness in language 🔗

Purity, also called correctness, means using language consistent with a given language’s norms. This involves adhering to conventions of vocabulary and syntax, grammar and usage that predominate in that tongue. Purity doesn’t mean rigid adherence to arbitrary rules. Instead, it reflects using language in ways that educated speakers and writers recognize as proper and current.

When speakers deviate from standard usage, they risk being misunderstood or losing credibility. A speech riddled with grammatical errors or outdated expressions might distract the audience from the message itself. However, skilled rhetoricians sometimes deliberately deviate from correctness to create specific effects, transforming what might be a grammatical vice into a rhetorical virtue.

Clarity: making meaning shine through 🔗

Clarity is the quality of style that makes language intelligible. Ancient teachers believed clarity meant using words in their ordinary or everyday senses, allowing meaning to shine through like light through a window. Clear style uses proper names and terms for things, follows straightforward arrangements, and avoids both ambiguity and obscurity.

The importance of clarity cannot be overstated. If an audience cannot understand what you’re saying, even the most brilliant argument becomes useless. Clarity is measured by how well speech appeals to the audience’s understanding. Some rhetorical strategies actually enhance clarity. For example, certain forms of repetition or logical structuring can make speech more orderly and therefore clearer.

However, there’s a natural tension between clarity and ornamentation. Too much figurative language can actually impede clarity rather than help it. The skilled rhetor must balance these competing demands, knowing when to prioritize straightforward expression and when embellishment serves the message.

Decorum: fitting words to context 🔗

Decorum requires fitting one’s words to subject, audience, speaker, and occasion. Sometimes called appropriateness or propriety, decorum recognizes that different situations call for different styles. What works in a casual conversation with friends would be inappropriate in a formal speech to government officials. What suits a lighthearted topic would feel wrong when addressing serious matters.

The Greek concept of to prepon emphasized saying or doing whatever is fitting in a given situation. This connects closely to kairos, the concept of timeliness and choosing the right moment to speak or act. Decorum extends beyond word choice to encompass tone, formality level, and emotional intensity. A skilled speaker adjusts all these elements to match the rhetorical situation.

Ancient teachers like Aristotle and Cicero carefully developed the concept of decorum. Cicero emphasized decorum’s dual aspects: as a broad principle encompassing all rhetorical resources and as a technical virtue of style alongside purity, clarity, and ornamentation.

Ornamentation: elevating rhetoric through figurative language 🔗

While clarity, purity, and decorum provide the foundation for effective style, ornamentation adds texture, depth, and beauty. Ornamentation refers to extraordinary or unusual use of language, particularly through figures of speech like metaphors, similes, and hyperboles. These devices elevate rhetoric beyond simple information delivery, allowing speakers to express emotions, create vivid images, and leave lasting impressions.

Metaphor: creating unexpected connections 🔗

Metaphors are among the most powerful rhetorical tools. A metaphor creates a comparison in which something is said to figuratively be something else. Unlike similes, metaphors don’t use comparative words like “like” or “as.” Instead, they make direct identifications between unlike things that share some characteristic.

When someone says “time is money,” they’re not claiming these are literally the same thing. Rather, they’re highlighting how both are valuable resources that can be spent, saved, or wasted. This metaphor instantly conveys a complex idea about time’s value in a memorable way. A speaker describing challenges as “a sea of troubles” immediately communicates their depth and vastness without lengthy explanation.

The power of metaphor lies in its ability to make abstract concepts concrete and relatable. Complex ideas become graspable when linked to familiar experiences. Metaphors also engage the imagination, inviting audiences to see connections they might not have noticed before.

Simile: making comparisons explicit 🔗

Similes are comparisons that use “like” or “as” to link two things. While similar to metaphors, similes make the comparison explicit rather than implied. Saying “her voice was like honey” clearly marks the comparison while still creating a vivid sensory image.

Similes excel at making points accessible and vivid. They can clarify unfamiliar concepts by linking them to familiar experiences. In political rhetoric, a speaker might say “the future of our nation is like a garden waiting to bloom,” creating an image of hope and potential growth that resonates emotionally with audiences.

The explicit nature of similes makes them slightly less intense than metaphors but potentially clearer. They work particularly well when introducing complex ideas to audiences who might struggle with more indirect comparisons.

Hyperbole: emphasizing through exaggeration 🔗

Hyperbole is an intentional over-exaggeration used to emphasize an emotion or description. When someone says “I’m so hungry I could eat a horse,” nobody expects them to literally consume an equine. The exaggeration emphasizes the intensity of their hunger in a way that straightforward description cannot match.

In rhetoric, hyperbole adds drama and emphasis. It can inject humor, convey strong emotions, or simply make statements more memorable. The key is using hyperbole strategically. Too much exaggeration can undermine credibility, making speakers seem melodramatic or untrustworthy. But well-placed hyperbole can drive home a point with particular force.

Balancing clarity and ornamentation 🔗

The skilled rhetor must balance these competing demands of style. Too much focus on clarity can produce dry, unmemorable prose. Too much ornamentation can obscure meaning and confuse audiences. The art lies in knowing when to embellish and when to simplify.

Ancient teachers like Quintilian described various rhetorical figures which, when taken too far, reduce clarity and bring about obscurity. The goal is finding the sweet spot where language is clear enough to be understood but ornate enough to be compelling.

Context determines the appropriate balance. A scientific paper requires more clarity and less ornamentation than a political speech. An informal conversation allows more figurative play than a legal document. Understanding your audience, purpose, and situation helps determine how much ornamentation serves your goals.

Style in practice 🔗

Effective rhetorical style isn’t about following rigid rules. It’s about making conscious choices that serve your communicative purposes. When crafting any message, consider your audience’s expectations, your relationship with them, the formality of the occasion, and what you want to accomplish.

Choose words that your audience will understand and find appropriate. Structure sentences in ways that make your meaning clear. Use figurative language strategically to emphasize key points, create memorable images, or evoke specific emotions. But don’t sacrifice clarity for cleverness or bury important information in excessive ornamentation.

The virtues of style work together. Purity ensures your language follows accepted conventions. Clarity makes your meaning accessible. Decorum fits your style to the situation. Ornamentation adds interest and impact. Master these elements, and you can adapt your style to any rhetorical situation, making your words both understood and remembered.

What do you think? How might finding the right balance between clarity and ornamentation change the effectiveness of everyday communication? When have you encountered rhetoric where figurative language enhanced the message versus where it obscured meaning?

References

1. https://www.excellence-in-literature.com/style-canons-of-rhetoric/
2. https://en.wikipedia.org/wiki/Elocutio
3. https://rhetoric.byu.edu/Canons/Style/Style-Virtues.htm
4. https://rhetoric.byu.edu/Encompassing%20Terms/decorum.htm
5. https://www.studocu.com/en-us/document/university-of-idaho/introduction-to-english-studies/understanding-decorum-in-rhetoric-a-comprehensive-analysis-for-eng-101/125257041
6. https://www.grammarly.com/blog/literary-devices/figure-of-speech/
7. https://www.indeed.com/career-advice/career-development/figurative-language-examples