Aristotle’s Elements of Persuasion

1. Aristotle’s Elements of Persuasion

2. Think “ICE” • I Intellectual Arguments • C Credibility or Character • E Emotion

3. Logos • Ethos • Pathos

4. Intellectual Arguments • Evidence • Evidence of Fact • Evidence of Opinion

5. Reasoning • Deductive “Reasoning from Principle” General to Specific

7. Syllogism • Major Premise: • Minor Premise: (Case in Point) • Conclusion:

8. Major Premise: All men are mortal. • Minor Premise: Socrates is____________ (Case in Point) • Conclusion: Therefore:____________________

9. Deductive Reasoning Fallacies • Is the major premise correct? • Is the minor premise correct? • Is the case in point identified as part of the group rather than the descriptor?

10. Inductive Reasoning • “Reasoning from specific instances” • Specific to General

12. Inductive Reasoning Fallacies • Sufficient • Representative • Applied to the group studied Hasty Generalizations

13. Reasoning by Analogy Drawing a conclusion by making a comparison

14. Analogical Reasoning Fallacies • Looking at only the similarities and not the differences • Not weighing points of comparison properly • Not identifying relevant points of comparison

15. Causal Reasoning • Cause to Effect • Effect to Cause • Effect to Effect

16. Causal Reasoning Fallacies • Does the cause always have the same effect? • Could the effect have more than one cause? • Is there a “post hoc ergo propter hoc” fallacy? (The Cause and Effect relationship is based solely on timing.)

17. EMOTIONAL APPEALS • Sensual • Social • Acquisition • Protective

18. Self-preservation • Sexual attraction • Acquisition of property • Self esteem • Personal enjoyment • Destructiveness • Constructiveness • Altruism

19. Personal Credibility • Intelligence • Poise • Rapport • Moderation • Tact • Sincerity • Genuine Concern