Rhetoric: The Art of Persuasion

Rhetoric: The Art of Persuasion

Persuasion “Persuasion is the name we give to the type of communication that brings about change in people.”Bostrum, R.N. (1983). Persuasion. Englewood Cliffs, NJ: Prentice-Hall, p. 8. "Persuasion is intended communication that affects how others think, feel, and/or act toward some object, person, group or idea.“Cegala, D.J. (1987). Persuasive communication: Theory and practice, 3rd ed. Edina, MN: Burgess International, p. 13. “Persuasion takes place when a motivator is able to either change or confirm an existing attitude in the minds of listeners.”Hazel, H. (1998). The power of persuasion, 2nd ed. Dubuque, IA: Kendall-Hunt, p. 2.

Logos Aristotle’s Rhetorical Triangle Pathos Ethos

Aristotle’s Rhetorical Triangle

Rhetorical Devices: In rhetoric, a rhetorical device or resource of language is a technique that an author or speaker uses to convey to the listener or reader a meaning with the goal of persuading him or her towards considering a topic from a different perspective. Irony Metaphor Analogy Juxtaposition Sound devices: alliteration Structure devices: parallel structure Hyperbole

Is it persuasive? • Whenever you read an argument, you must ask yourself, “Is this persuasive? And if so, to whom?” • There are several ways to appeal to an audience. Among the ways to appeal to an audience are appealing to logos, ethos, and pathos. • These appeals are prevalent in almost all arguments.

Ethos- Character or Image (Credibility) • Aristotle says that if we believe that a speaker has "good sense, good moral character, and goodwill," we are inclined to believe what that speaker says to us.

Ethos- Character or Image (Credibility) • trustworthiness • reliability • expert testimony • reliable sources • fairness Effect of argument: Demonstrates author’s reliability, competence, and respect for the audience’s ideas and values through reliable and appropriate use of support.

What characteristics of credability does this Bill have?

Pathos- emotional and belief based appeals • Related to the words – pathetic, sympathy, and empathy • When you accept a claim based on how it makes you feel without fully analyzing the rationale, you are acting on pathos. • Emotive language: love, fear, sympathy, patriotism, pride, guilt, hate, or joy • Most arguments are heavily dependant upon pathos appeals.

Pathos- emotional and belief based appeals • Vivid, concrete language • Emotionally loaded language • Connotative meanings • Emotional examples • Analogies • Narratives of emotional events • Emotional tone • Figurative language • Rhetorical questions • Repetition Affect of argument: Motivates people to act based on their emotions sometimes forgetting their logic.

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Logos- appeals to logic (inductive & deductive reasoning) • Using theories (i.e., Theory of Relativity; Theory of Evolution) • Denotative meanings/reasons • Literal and historical analogies • Definitions • Parallel structure • Factual data and statistics • Quotations • Citations from experts and authorities • Informed opinions- logical reasoning • Case studies/ Experiments • Analogies • Restatement Inductive: synthetic process used to reason from particulars to probable conclusions Deductive: analytical process used to move from generalizations to structurally certain conclusions Affect of argument: creates a cognitive, rationale response

Logos- Persuassive Inoculation • Persuasive inoculation/counter argument- Giving a dose of the opponents argument in order to refute it. • The persuader doesn’t argue his own opinion. He attacks the opponents’ opinion. • “Inoculating" the opposing viewpoint with a weakened form of the their own original argument has the power to make your own argument more effective.

Warm up:Use one example for each of the three appeals to argue why students should be able to dress however they choose.

Rhetoric: The Art of Persuasion