Mastering the Art of Persuasion | Enhance Your Rhetorical Skills

Eloquence has power to sway men’s minds and move them in every possible way. Cicero, 106-43 B.C.

Persuasive Communication Session 4: Modes of PersuasionPersuasive WritingReader-friendly strategies

Today’sclass • PART 1: Modes of persuasion • Introduction to rhetoric • Analysingpresentations & fundingpitches • Craftingeffectiveintroductions & conclusions • PART 2: Persuasivewriting • Reviewing the problem-solutionoutlines • Strategies for readability • Makingeverywordcount

Discussion: modes of persuasion • Whatmakes a speechorpresentationpersuasive? Orviceversa? Examples: • speechesbypoliticiansorcommunityleaders • presentationsgivenbyprofessorsorbusinesspeople • television advertisements

Aristotle’sModes of Persuasion Ethos Pathos Logos

Ethos = credibility • Character and reputation • Trustworthiness • Expertise on the subject • Examples: • Qualifications of an expertwitnessin a court case • A researcher’scitationscore • A politician’sperceivedmoralityorintellectualcapacity

Pathos = emotion • Inspirationormotivation • Sympathy, Humour, Sorrow, Shock, Guilt, Pride… • Narrativetools: • anecdotes / personalexamples, stories, jokes • Language tools: • Metaphors (e.g. ”life is a journey”) • Similes (e.g. ”x is like y”) • Inspiringvocabulary (e.g. action verbs!) • Examples: TV advertisements,slogans

Logos = logic & evidence • Statements of evidence (facts, statistics) lead to logical conclusions • The message should make sense. • Audience has to find ways to determine valid arguments from invalid ones. • Example: "Cigarette smoke contains over 4,800 chemicals, 69 of which are known to cause cancer."

The Art ofRhetoric Which do YOU thinkisthemostimportantmode ofpersuasion? Ethos? (Credibility)? Pathos? (Emotions)? or Logos? (Logic)?

The Art ofRhetoric Aristotle thoughtlogosshouldbetheonlyrequired persuasive appeal However, Aristotle also statedthatin the real world, logosaloneis not enough!

Individual / pairtask • Nowtake a moment to thinkaboutyourfundingproposaltopic. • Canyouincludeallthreepersuasiveappeals in yourspeech? • Whichwouldbethemosteffective in your case? Why? Shareyourideas with a partner

Discussion: An elevatorpitch What is it?! What makes an effective one? Discuss with your group, and be ready to share your ideas with the class.

Elevatorpitches: youranalysis As youwatchthesepitches, and makenotesabout the followingquestions. How does the speakerstart & conclude the speech? Is the main messageeasy to understand? How wouldyourate the delivery? Areethos, pathos and logos usedsuccessfully? http://www.youtube.com/watch?v=gFErSlxC0yw (startingapprox. 2:40)

Grabattention in yourintroductionwithAristotle’srhetoric For example: • Startbyasking a question to the audience • Givesomesurprisingstatisticsor an interestingfact • Start with an anecdoteorstory • Polltheaudience • Usehumour Fill at least 5 items in theAttentionGrabbersheet. Thendiscussyourideas with a partner.

ConsiderAristotlealso in yourconclusion! • Brieflysaywhatyou’vetalkedabout • Emphasiseyour main message • End with somememorablelastwords! e.g. • Relateback to youroriginalattentiongetter • Make a startlingorinspiringstatement • Call for action Task: take a minute to notedownsomeideas for yourconclusion, and discuss with yourpartner.

Structure of your funding proposal pitch • Introduction • Attentiongrabber • Thesisstatement • Body • Reasons + evidence • Conclusion • Summary • Makingyourlastwordsmemorable

Speeches next week • 4 – 5 minutepitches. • Payattention to yourdelivery! Usepausing and stressingkeywords for emphasis. • Youcanbringnotes (buttoomuchreadingfromnotesreducesyourgrade – try to makegoodeyecontact with youraudience!) • No powerpointslidesorvisual aids allowed!

MoveNote Rehearsal • Go to www.movenote.com • Record your elevator pitch. Send to 2 partners and your teacher ASAP. • Give written / spoken feedback on your partner’s videos at least 24 hours before Session 6. • Your partners will comment on the quality of your feedback in the Self-evaluation after the elevator pitch.

Somepracticaldetails for nextweek. Speecheswilltakeplace 13.00 – 15.00 • Whenyouarenotpresenting, youwillbegiving feedback to the otherspeakers in yourgroup. Alsoyouwillbe playing an investmentgame • Seegradingcriteria in Moodle. Fundingproposalpeerreview: 15.15– 16.00 • Everyonemustattend • Remember to bring 2 copies of yourproposaltext with you!

Part 2: PersuasiveWriting

Whatdoreadersmeanwhentheysaya text… • …is hardto read? • ...doesn’tflow? • …is unreadable? Individual sentences are hard to understand A series of sentences has no clear connections from sentence to sentence Paragraphs do not stay on topic Readers have expectations about the way a text is structured.What are these expectations?

PersuasiveWriting • Clear • No ambiguity, easy to understand • Accuratelanguage • Concise • No unnecessarywords, no ”padding” • No informationoverload • Cohesive • Logicalstructurewhich is easy to follow • The textflows, usingconnectingwords • Key idea: every sentence in a proposal needs to persuade the reader to fund the project • Based on: Connor & Mauranen (1999), Myers (1990)

Which version is easier to read? Why? Version A Version B 1The application of science to the creation of useful devices to meet the needs of society is called mechanical engineering. 2The design, manufacture, operation and maintenance of a wide variety of machinery are the focus of a mechanical engineer’s work. 3Jet engines and minute instruments for use in medicine are amongst the products designed by mechanical engineers. 4Engineering drawings of the devices which are to be produced are created by mechanical engineers. 5Manual work was the normal means of creating drawings before the late 20th century, but computer-aided design (CAD) programs have been used to create drawings and designs since the use of computers became widespread. 6Three-dimensional models can be used directly for manufacturing the devices thanks to modern CAD programs. 1Mechanical engineering is the application of science to the creation of useful devices to meet the needs of society. 2Mechanical engineers focus on the design, manufacture, operation and maintenance of a wide variety of machinery. 3The products of their work range from jet engines to minute instruments for use in medicine. 4Mechanical engineers usually create engineering drawings of the devices which are to be produced. 5Before the late 20th century, drawings were usually made manually, but the widespread use of computers has now enabled the creation of drawings and designs using computer-aided design (CAD) programs. 6Modern CAD programs allow engineers to produce three-dimensional models, which can be used directly in the manufacture of the devices depicted.

Why is version A more difficult to read? 1Theapplication of science to the creation of useful devices to meet the needs of society is called mechanical engineering. 2Thedesign, manufacture, operation and maintenance of a wide variety of machinery are the focus of a mechanical engineer’s work. 3Jetengines and minute instruments for use in medicine are amongst the products designed by mechanical engineers. 4Engineering drawingsof the devices which are to be produced are created by mechanical engineers. 5Manualwork was the normal means of creating drawings before the late 20th century, but computer-aided design (CAD) programs have been used to create drawings and designs since the use of computers became widespread. 6Three-dimensional models can be used directly for manufacturing the devices thanks to modern CAD programs. 1Theapplication of science… is called mechanical engineering.

Why is version A more difficult to read? 1Theapplication of science to the creation of useful devices to meet the needs of society is called mechanical engineering. 2Thedesign, manufacture, operation and maintenance of a wide variety of machinery are the focus of a mechanical engineer’s work. 3Jetengines and minute instruments for use in medicine are amongst the products designed by mechanical engineers. 4Engineering drawingsof the devices which are to be produced are created by mechanical engineers. 5Manualwork was the normal means of creating drawings before the late 20th century, but computer-aided design (CAD) programs have been used to create drawings and designs since the use of computers became widespread. 6Three-dimensional models can be used directly for manufacturing the devices thanks to modern CAD programs. 1Theapplication of science … mechanical engineering. 2Thedesign, manufacture, operation and maintenance … the focus. NEW

Why is version A more difficult to read? 1Theapplication of science to the creation of useful devices to meet the needs of society is called mechanical engineering. 2Thedesign, manufacture, operation and maintenance of a wide variety of machinery are the focus of a mechanical engineer’s work. 3Jet engines and minute instruments for use in medicine are amongst the products designed by mechanical engineers. 4Engineering drawingsof the devices which are to be produced are created by mechanical engineers. 5Manualwork was the normal means of creating drawings before the late 20th century, but computer-aided design (CAD) programs have been used to create drawings and designs since the use of computers became widespread. 6Three-dimensional models can be used directly for manufacturing the devices thanks to modern CAD programs. 1Theapplication of science … mechanical engineering. 2Thedesign, manufacture, operation and maintenance … the focus. 3Jetengines and minute instruments…the products NEW

Why is version A more difficult to read? 1Theapplication of science to the creation of useful devices to meet the needs of society is called mechanical engineering. 2Thedesign, manufacture, operation and maintenance of a wide variety of machinery are the focus of a mechanical engineer’s work. 3Jet engines and minute instruments for use in medicine are amongst the products designed by mechanical engineers. 4Engineeringdrawings of the devices which are to be produced are created by mechanical engineers. 5Manualwork was the normal means of creating drawings before the late 20th century, but computer-aided design (CAD) programs have been used to create drawings and designs since the use of computers became widespread. 6Three-dimensional models can be used directly for manufacturing the devices thanks to modern CAD programs. 1Theapplication of science … mechanical engineering. 2Thedesign, manufacture, operation and maintenance … the focus. 3Jetengines and minute instruments…the products 4Engineeringdrawings … mechanical engineers. NEW

Why is version A more difficult to read? 1Theapplication of science to the creation of useful devices to meet the needs of society is called mechanical engineering. 2Thedesign, manufacture, operation and maintenance of a wide variety of machinery are the focus of a mechanical engineer’s work. 3Jet engines and minute instruments for use in medicine are amongst the products designed by mechanical engineers. 4Engineeringdrawings of the devices which are to be produced are created by mechanical engineers. 5Manual work was the normal means of creating drawings before the late 20th century, but computer-aided design (CAD) programs have been used to create drawings and designs since the use of computers became widespread. 6Three-dimensional models can be used directly for manufacturing the devices thanks to modern CAD programs. 1Theapplication of science … mechanical engineering. 2Thedesign, manufacture, operation and maintenance … the focus. 3Jetengines and minute instruments…the products 4Engineeringdrawings … mechanical engineers. 5Manualwork … normal means NEW

What is this text about? Six different topicsare competing for your attention! Why is version A more difficult to read? 1Theapplication of science to the creation of useful devices to meet the needs of society is called mechanical engineering. 2Thedesign, manufacture, operation and maintenance of a wide variety of machinery are the focus of a mechanical engineer’s work. 3Jet engines and minute instruments for use in medicine are amongst the products designed by mechanical engineers. 4Engineeringdrawings of the devices which are to be produced are created by mechanical engineers. 5Manual work was the normal means of creating drawings before the late 20th century, but computer-aided design (CAD) programs have been used to create drawings and designs since the use of computers became widespread. 6Three-dimensional models can be used directly for manufacturing the devices thanks to modern CAD programs. 1Theapplication of science … mechanical engineering. 2Thedesign, manufacture, operation and maintenance … the focus. 3Jetengines and minute instruments…the products 4Engineeringdrawings … mechanical engineers. 5Manualwork … normal means 6Three-dimensionalmodels … modern CAD programs. NEW

Why isversion Bbetter? 1Mechanicalengineering is the application of science to the creation of useful devices to meet the needs of society. 2Mechanicalengineers focus on the design, manufacture, operation and maintenance of a wide variety of machinery. 3The products of their work range from jet engines to minute instruments for use in medicine. 4Mechanical engineers usually create engineering drawings of the devices which are to be produced. 5Before the late 20th century, drawings were usually made manually, but the widespread use of computers has now enabled the creation of drawings and designs using computer-aided design (CAD) programs. 6ModernCAD programs allow engineers to produce three-dimensional models, which can be used directly in the manufacture of the devices depicted. 1Mechanical engineering …the application of science… NEW

Why isversion Bbetter? 1Mechanicalengineering is the application of science to the creation of useful devices to meet the needs of society. 2Mechanicalengineers focus on the design, manufacture, operation and maintenance of a wide variety of machinery. 3The products of their work range from jet engines to minute instruments for use in medicine. 4Mechanical engineers usually create engineering drawings of the devices which are to be produced. 5Before the late 20th century, drawings were usually made manually, but the widespread use of computers has now enabled the creation of drawings and designs using computer-aided design (CAD) programs. 6ModernCAD programs allow engineers to produce three-dimensional models, which can be used directly in the manufacture of the devices depicted. 1Mechanical engineering …the application of science… 2Mechanicalengineers… the design, manufacture,... GIVEN NEW

Why isversion Bbetter? 1Mechanicalengineering is the application of science to the creation of useful devices to meet the needs of society. 2Mechanical engineers focus on the design, manufacture, operation and maintenance of a wide variety of machinery. 3Theproducts of their work range from jet engines to minute instruments for use in medicine. 4Mechanical engineers usually create engineering drawings of the devices which are to be produced. 5Before the late 20th century, drawings were usually made manually, but the widespread use of computers has now enabled the creation of drawings and designs using computer-aided design (CAD) programs. 6ModernCAD programs allow engineers to produce three-dimensional models, which can be used directly in the manufacture of the devices depicted. 1Mechanical engineering …the application of science… 2Mechanical engineers… the design, manufacture,... 3The products of their work… jet engines to minute instruments… GIVEN NEW

Why isversion Bbetter? 1Mechanicalengineering is the application of science to the creation of useful devices to meet the needs of society. 2Mechanical engineers focus on the design, manufacture, operation and maintenance of a wide variety of machinery. 3Theproducts of their work range from jet engines to minute instruments for use in medicine. 4Mechanicalengineers usually create engineering drawings of the devices which are to be produced. 5Before the late 20th century, drawings were usually made manually, but the widespread use of computers has now enabled the creation of drawings and designs using computer-aided design (CAD) programs. 6ModernCAD programs allow engineers to produce three-dimensional models, which can be used directly in the manufacture of the devices depicted. 1Mechanical engineering …the application of science… 2Mechanical engineers… the design, manufacture,... 3The products of their work… jet engines to minute instruments… 4Mechanicalengineers … engineering drawings… GIVEN NEW

Why isversion Bbetter? 1Mechanicalengineering is the application of science to the creation of useful devices to meet the needs of society. 2Mechanical engineers focus on the design, manufacture, operation and maintenance of a wide variety of machinery. 3Theproducts of their work range from jet engines to minute instruments for use in medicine. 4Mechanical engineers usually create engineering drawings of the devices which are to be produced. 5Before the late 20th century, drawings were usually made manually, but the widespread use of computers has now enabled the creation of drawings and designs using computer-aided design (CAD) programs. 6ModernCAD programs allow engineers to produce three-dimensional models, which can be used directly in the manufacture of the devices depicted. 1Mechanical engineering …the application of science… 2Mechanical engineers… the design, manufacture,... 3The products of their work… jet engines to minute instruments… 4Mechanical engineers … engineering drawings … 5Drawings… computer-aided design (CAD) programs. GIVEN NEW

Why isversion Bbetter? 1Mechanicalengineering is the application of science to the creation of useful devices to meet the needs of society. 2Mechanical engineers focus on the design, manufacture, operation and maintenance of a wide variety of machinery. 3Theproducts of their work range from jet engines to minute instruments for use in medicine. 4Mechanical engineers usually create engineering drawings of the devices which are to be produced. 5Before the late 20th century, drawings were usually made manually, but the widespread use of computers has now enabled the creation of drawings and designs using computer-aided design (CAD) programs. 6Modern CAD programs allow engineers to produce three-dimensional models, which can be used directly in the manufacture of the devices depicted. 1Mechanical engineering …the application of science… 2Mechanical engineers… the design, manufacture,... 3The products of their work… jet engines to minute instruments… 4Mechanical engineers … engineering drawings … 5Drawings… computer-aided design (CAD) programs. 6ModernCAD programs …. three-dimensional models… GIVEN NEW

Principle 1: Given before New Place known information at the beginning of each sentence (Subject). New information placed at the end of the sentence (Object) can become the known information at the beginning of the next sentence (Subject).

Principle 1: Given before New Example: From the moment you wake each morning to the moment you fall asleep again at night, your life is filled with choices. Your first choice is when you get up… (McTaggart, Findlay & Parkin, 1999)

TheReadabilityPrinciples • Put“Given”before“New”information • Put “Light” Before “Heavy” noun phrases • Put Action into the Verb!

a) ConstantTopic b) Step-wise Topic c) Hypertopic -> Study the handout with a partner. How wouldyoudescribe the differentpatterns? Principle 1: Given before New How canyoulink”familiar” information? Three patterns for Topical Progression:

Task 3:Topical progression Which pattern(s) of topical progression can you identify in the following texts A-D?

Task 3:Topical progression A. 1Schematics for electronic circuits are prepared by designers using Electronic Design Automation (EDA) tools called schematic capture tools or schematic entry tools. 2These tools go beyond simple drawing of devices and connections. 3Usually, they are integrated into the whole IC design flow and linked to other EDA tools for verification and simulation of the circuit under design.

Task 3:Topical progression Stepwise and Constanttopic A. 1Schematics for electronic circuits are prepared by designers using Electronic Design Automation (EDA) tools called schematic capture tools or schematic entry tools. 2These tools go beyond simple drawing of devices and connections. 3Usually, they are integrated into the whole IC design flow and linked to other EDA tools for verification and simulation of the circuit under design.

Task 3:Topical progression B. 1Fender is the American term for that part of an automobile, motorcycle or other vehicle body that frames a wheel well (i.e., the fender underside). 2The primary purpose of a fender is to prevent mud, rocks, and other road debris from being thrown into the air by the rotating tire. 3Because they are rigid and can be damaged by contact with the road surface, fenders typically include flexible mud flaps close to the ground where ground contact may occur. 4In British English, the fender is called the wing, which may also refer to either the front or rear bumper.

Task 3:Topical progression Constanttopic B. 1Fender is the American term for that part of an automobile, motorcycle or other vehicle body that frames a wheel well (i.e., the fender underside). 2The primary purpose ofa fender is to prevent mud, rocks, and other road debris from being thrown into the air by the rotating tire. 3Because they are rigid and can be damaged by contact with the road surface, fenders typically include flexible mud flaps close to the ground where ground contact may occur. 4In British English, the fender is called the wing, which may also refer to either the front or rear bumper.

Task 3:Topical progression C. 1A corrective lens is a lens worn in front of the eye to treat optical defects of the eye, such as myopia, hyperopia, astigmatism, and presbyopia. 2Corrective lenses can be divided into three types: glasses, contact lenses, and intraocular lenses. 3Glasses or "spectacles" are worn on the face a short distance in front of the eyes. 4Contact lenses are worn directly on the surface of the eye. 5Intraocular lenses are surgically implanted most commonly after cataract removal.

Task 3:Topical progression Constant and Hypertopic C. 1A corrective lens is a lens worn in front of the eye to treat optical defects of the eye, such as myopia, hyperopia, astigmatism, and presbyopia. 2Corrective lenses can be divided into three types: glasses, contact lenses, and intraocular lenses. 3Glasses or "spectacles" are worn on the face a short distance in front of the eyes. 4Contact lenses are worn directly on the surface of the eye. 5Intraocular lenses are surgically implanted most commonly after cataract removal. Correctivelenses(superordinate) 3glasses4contact lenses5intraocular lenses

Task 3:Topical progression D. 1Simulation is a powerful tool for understanding the dynamics of complex systems. 2A simulation involves the development of a model to represent a real system and the experimental manipulation of that model to gain an understanding of how the real system might behave under various circumstances. 3Models may be purely physical, such as a wind tunnel, or logical, as represented in a computer program. 4Building computer models of complex systems has allowed decision makers to develop an understanding of the performance of the systems over time

Task 3:Topical progression Constant and Step-wisetopic D. 1Simulation is a powerful tool for understanding the dynamics of complex systems. 2A simulation involves the development of a model to represent a real system and the experimental manipulation of that model to gain an understanding of how the real system might behave under various circumstances. 3Models may be purely physical, such as a wind tunnel, or logical, as represented in a computer program. 4Building computer models of complex systems has allowed decision makers to develop an understanding of the performance of the systems over time

The Readability Principles • Put “Given”before “New”information • Put “Light” Before “Heavy” noun phrases • Put Action into the Verb!

Mastering the Art of Persuasion | Enhance Your Rhetorical Skills