Mode of writing #3: the Art of Persuasion

1. Mode of writing #3: the Art of Persuasion AKA: The Art of Manipulation

2. Persuasion Introduction • Considered a form of social influence • The process of guiding people toward the adoption of an idea, attitude or action by rational and symbolic means • Translation: you guide and steer a person to adopt a similar idea that you regarding a topic • The general idea of this best equates to this analogy: two POLAR opposite beliefs come to a head and are challenging each other for “who is more right”

3. Persuasion Introduction • Persuasion is…. • …a strategy of problem-solving relying on "appeals" rather than force • We cannot beat the life out of someone to agree with us, but we can manipulate their minds to suddenly see the error of their ways! • …a form of “weapon of influence” • When done correctly, you don’t have an opponent arguing against you!

4. Relationship to Manipulation • Persuasion can be a double edged sword – we make people think what we want by (in essence) manipulating their mind • By definition: Manipulation is taking persuasion to an extreme. Only one party benefits at the other's cost • Think of it like a sleight of hand tricks in magic: • You cannot see the manipulation taking place, but the end result is something inexplicable.

5. Persuasion • Dates back to Greek times: Socrates and Plato • This is NOT something I just dug up out of the blue to have you do next week!  • It is an art, where words (written and verbal) are designed to exert meaning and influence others • Your task with this next paper is to be subtle with your argument and to make me think what you WANT me to think

6. Rhetoric: A necessary function • Understood to be the art or technique of persuasion through written, oral or visual language • Contemporary definition of rhetoric is an analysis of written texts • You’ll be using Macbeth for this assignment, and now that you have read the play…. You can structure and make an argument about the play • It’s a form of analysis, but only because TO PROVE YOUR POINT you must have evidence to back it up!

7. Modes of Persuasion • Logos: an appeal to logic • Pathos: an appeal to emotion • Ethos: an appeal to authority

8. Logos: appeal to logic • Facts and figures to support a topic • Data is difficult to manipulate: this allows for cynical listeners to sway opinions • Logos is challenging and dangerous • information can be misleading or inaccurate • *A helpful piece of advice, always double check your facts. You’d want your lawyer to do that for you, wouldn’t you?

9. Pathos: appeal to emotion • Pathos is the most powerful but few speeches rely on pathos: why? • Emotions are unpredictable: you don’t know your audience or their past experiences • Done in the form of: • Metaphor • Simile • Passionate delivery • Simple claim on a heavily debated subject

10. Ethos: appeal to authority • It is how well the speaker convinces the audience that he/she is qualified to speak on a particular subject • Established in a variety of ways: • Being notable figure (professor, executive) • Having vested interest in the matter (being related to someone) • Using logos to demonstrate knowledge on topic – if we know enough on the subject, obviously we are worth listening to!

11. Counter-Argument • For every action, there is an equal and opposite reaction. • It’s a fact of life; we are all different. You can’t expect the world to be on your side always. • Someone will always have a difference of opinion. • You have to deal with this in order to strengthen your argument, otherwise there is always the possibility of losing!

12. Counter-Argument • If this is not addressed, it’s like being in a trial and being unable to prove you are not guilty of a crime. It leaves you and your argument OPEN to be disregarded. • *Piece of Advice to Consider: DO NOT spend too much time on a counter-argument! If you do, you are going against your thesis and you are only shooting your paper full of logical fallacies.

13. Strengthening Your Argument • Don’t avoid their argument • address it head-on • Choose their strongest argument • Explain how and why it is invalid when compared to your premise • NEVER spend too much time on a counter-argument • If you do, maybe your argument isn’t as strong as you’d imagine

14. One Final Note of Importance • While we are all different and have a opposing viewpoint, there is one major lesson of persuasion that MUST be learned…. • YOU MUST CHOOSE ONLY ONE SIDE. • There is no “fence-sitting” where you say: “Well, this sort of happens… but this side is sort of right, too.” • You have to think of yourself as a lawyer. If you said that in a courtroom – you’d lose, immediately. • It’s one or the other, no halving it or sharing viewpoints.

15. Key Lesson to Consider • When all three modes of persuasion are used together, a speaker or writer can create very strong arguments. • Furthermore – there are countless of other techniques you have to employ to be believable and to have a functional argument. I’ll give you a handout with everything you should need. • If it all comes together, essentially: • If you were a lawyer, you would win your case.