Informal speakers regard their audience more as a group of individuals with whom they can become familiar, like friends engaging in an easy conversation. This fact leads us to understand the importance of audience in rhetorical analysis. E thos must attend to the various types of audiences if writers are to address their audiences successfully. Just as one must adjust his or her language to communicate effectively with a child, so too the writer must be able to communicate in the specific type of language used by the audience. T he writer's attitude toward audience and subject becomes evident through tone .
Tone develops through the writer's choice of vocabulary and sentence structure.
Rhetoricians often argue that the tone of a successful speech will seem inseparable from the content. Several months ago our local affiliate here in Birmingham invited us to be on call to engage in a nonviolent direct action program if such were deemed necessary. We readily consented and when the hour came we lived up to our promises. So I am here, along with several members of my staff, because I have basic organizational ties here. Beyond this, I am in Birmingham because injustice is here.