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In The Ethics of Rhetoric, Weaver evaluates the ability of rhetoric to persuade. Similarly to ancient philosophers, Weaver found that language has the power to move people to do good, to do evil, or to do nothing at all. In his defense of orthodoxy, Weaver set down a number of rhetorical principles. He grounded his definition of "noble rhetoric" in the work of Plato; such rhetoric aimed to improve intellect by presenting men with "better versions of themselves". He also agreed with Plato's notions of the realities of transcendentals (recall Weaver's hostility to nominalism) and the connection between form and substance. For instance, Weaver admired the connection between the forms of poetry and rhetoric. Like poetry, rhetoric relies on the connotation of words as well as their denotation. Good rhetoricians, he asserted, use poetic analogies to relate abstract ideas directly to the listeners. Specifically emphasizing metaphor, he found that comparison should be an essential part of the rhetorical process. However, arguments from definition—that is, from the very nature of things (justice, beauty, the nature of man) -- had an even higher ethical status, because they were grounded in essences rather than similarities. Arguments grounded in mere circumstance ("I have to quit school because I cannot afford the tuition") Weaver viewed as the least ethical, because they grant the immediate facts a higher status than principle. Finally, Weaver pointed out that arguments from authority are only as good as the authority itself.
In Language is Sermonic, Weaver pointed to rhetoric as a presentation of values. Sermonic language seeks to persuade the listener, and is inherent in all communication. Indeed, the very choice to present arguments from definition instead of from consequence implies that one of the modes of reason carries greater value. He also considered rhetoric and the multiplicity of man. That is, he acknowledged that logic alone was not enough to persuade man, who is "a pathetic being, that is, a being feeling and suffering". He felt that societies that placed great value on technology often became dehumanized. Like a machine relying purely on logic, the rhetorician was in danger of becoming "a thinking robot".
Weaver divided the nature of man into four categories: rational, emotional, ethical, and religious. Without considering these characteristics as a whole, rhetoricians cannot hope to persuade their listeners. Moreover, when motivating the listener to adopt attitudes and actions, rhetoricians must consider the uniqueness of each audience. In other words, orators should acknowledge that each audience has different needs and responses, and must formulate their arguments accordingly. Weaver also divided "argumentation" into four categories: cause-effect, definition, consequences, and circumstances. The rhetorician must decide which method of argument will best persuade a given audience.
In his The Ethics of Rhetoric, Weaver coined the phrases "god terms" and "devil terms". "God terms" are words particular to a certain age and are vague, but have "inherent potency" in their meanings. Such words include progress and freedom – words that seem impenetrable and automatically give a phrase positive meaning. In contrast, "devil terms" are the mirror image, and include words such as Communist and Un-American. Rhetoric, Weaver argued, must employ such terminology only with care. Employing ethical rhetoric is the first step towards rejecting vague terminology with propagandistic value. Upon hearing a "god" or "devil" term, Weaver suggested that a listener should "hold a dialectic with himself" to consider the intention behind such persuasive words. He concluded that "a society's health or declension was mirrored in how it used language". If a language is pure, so too will be those who employ it.