Whether or not invoked, the gods are always present. They inhabit our subjectivity and govern our deeds. Archetypal Psychology asserts the existence of a god in every perspective, in every embraced attitude. We are always involved in an archetypal perspective, in a mythical fiction. It's important to emphasize that the objective is not to try to establish a mythical typology, for this would mean having a literal understanding of mythology.
Rhetoric means the power of persuasion, the art of persuasion.
The rhetoric of the archetype is the way each god persuades us to believe in the myth in which we are entangled. There's no way to dissociate the god from his or her rhetoric. One way of cultivating the soul, according to Archetypal Psychology, is to provide for the acceptance, the belief and the reception of the rhetoric of fiction. Apollo symbolizes, in the Greek imagery, the god of logic and reason. A lover of beautiful forms, clearness, order and truth, Apollo teaches the value of distance and objectivity in forming a sensible and fair opinion about the world and the things.