510 likes | 654 Views
Rhetoric & Arguments. The Art of Persuasion. Suzanne Webb Michigan State University. WRA 150: Consider Literacy March 13, 2006. How will You Be Read. Rhetorically Speaking: Your Credibility, Persuasiveness, And Emotional Appeals. The 5 Canons of Rhetoric. Invention Arrangement Style
E N D
Rhetoric & Arguments The Art of Persuasion
Suzanne WebbMichigan State University WRA 150: Consider Literacy March 13, 2006
How will You Be Read Rhetorically Speaking: Your Credibility, Persuasiveness, And Emotional Appeals
The 5 Canons of Rhetoric • Invention • Arrangement • Style • Memory • Delivery
The 5 Canons of Rhetoric • Invention • Coming up with something to say
The 5 Canons of Rhetoric • Arrangement • “The order of the discourse”
The 5 Canons of Rhetoric • Style • How you say it
The 5 Canons of Rhetoric • Memory • How the orator recalls the information
The 5 Canons of Rhetoric • Delivery • The way the discourse is performed
Write in the 21st Century • Writing is one of the world’s oldest technologies • Writing is both visual and verbal • Writing is multilingual • Writing can reach massive audiences (in a very short time) • Writing is primarily public from: p 27 EDW
When Writing an Argument • You are attempting to convince readers of something… • Change their minds • Urge them to do something • Address a problem where no simple solution exists
When Writing an Argument • Who is your audience? • Scholars? • Fellow Students? • Collegues? • Children? • Write to your particular audience
When Writing an Argument • Shape your appeal to your audience • Establish common ground • Respect your audience’s interests and views • Choose examples the audience can relate to • Use language appropriate to your audience
Audience p27 EDW • What is your topic or message? • What is your relationship to your audience? • What are your values & beliefs? • Your audience’s? • You & your audience’s background knowledge? • Time and space limitations? • Purpose? • Appropriate level of language?
What do you want your project to do? • Analyze? • Classify? • Compare? Contrast? • Define? Describe? Discuss? • Explain? Survey? • Prove?
The Argument p70 EDW • “…all language has an argumentative edge.” • Do not assume that all writers agree with you! • “What one [person] might call a massive demonstration another might call a noisy protest, and yet another an angry march…”
Analyzing the Argument p71 EDW • What is the main issue (stasis) • What emotional, ethical and logical appeals can you use? • How can you establish your credibility? • What sources do you have? • How current and reliable are they? • Does your thesis reflect your claim accurately? • How can you use visuals to support your argument?
When Writing an Argument • Stasis Theory (stasis = stand) • Did the act occur? • How is the act defined? • How important or serious is the act? • What actions should be taken as a result of this act?
When Writing an Argument • Reason :: Logic • Emotion :: Values • Character :: Credibility :: Ethics LOGOS :: PATHOS :: ETHOS
Logos :: Pathos :: Ethos • Logos • The appeal to reason (logic) • Pathos • The appeal to emotion (values) • Ethos • The appeal to character (ethics)
When Writing an Argument • Logos :: reason • “The facts don’t lie” • Use of evidence • Trustworthy sources • Clearly defined terms
When Writing an Argument • Pathos :: emotion of the reader • Reminds us of deeply held values • Stirs reader’s emotions • Creates a strong emotional appeal
When Writing an Argument • Ethos :: character of the writer • The credibility, moral character, and goodwill of the writer (ethics) • Knowledgeable on the subject? • Trustworthy? • In the best interest of the audience?
When Writing an Argument • Identify the elements of an argument • Most arguments share a claim, reasonsfor that claim, warrants(assumptions) which connect the claim to the reasons, evidence (facts, credible opinions, examples, statistics), and qualifiers (limiting of the claim)
When Writing an Argument • Identify the elements of an argument • Claim • Reasons, for that claim • Warrants or assumptions, which connect the claim to the reasons • Evidence, facts, credible opinions, examples, statistics • Qualifiers, limits of the claim
When Writing an Argument • Recognize Fallacies • Serious Flaws • Barriers to common ground and understanding • Pages 74-76 The Everyday Writer • Emotional, ethical, logical fallacies
Recognizing Fallacies • Emotional Bandwagon appeal, flattery, in-crowd appeal, veiled threats, false analogies • Ethical Ad hominem, guilt by association, false authority • Logical Begging the question, post hoc fallacy, non sequitur, either-or, hasty generalization, oversimplification
When Writing an Argument • Demonstrating Knowledge • Using credible sources • Demonstrating Fairness • Considering the other side in your paper adds to your credibility
Organizing an Argument • The Classical System 1. Introduction 2. Background 3. Lines of Argument 4. Alternative arguments 5. Conclusion
Organizing an Argument • The Toulmin System 1. Make your claim 2. Qualify your claim 3. Present good reasons as support 4. Explain the underlying assumptions 5. Provide additional evidence 6. Acknowledge possible counter arguments 7. Draw your conclusions
When Making Presentationsof your finished Arguments • Know your material • Practice, practice, practice • Helps you be more comfortable on presentation day • Make Eye Contact • Adds to your credibility • Lets the listeners know you know your stuff
The 5 Canons of Rhetoric • Invention • Arrangement • Style • Memory • Delivery
When Making Presentationsof your finished Arguments • Who is your audience? • How should you dress?
Props • PowerPoint • Brochure • Flyer • Website • Press Release • Poster board • Other Ideas?
Do You Remember C.R.A.P. ? • Contrast • Repetition • Alignment • Proximity
CONTRAST • Black type :: white background • Sizes :: draw the eye to the focal point • White space :: use it wisely!
REPETITION • Repeating Elements • Colors • Art (logos, pictures) • Font • Layout • Navigation
ALIGNMENT • Flush Left • Flush Right • Centered • Justified • Pick one alignment and stick with it!
PROXIMITY • Grouping Elements • Headlines close to their body copy • Captions close to their pictures • 3-5 Groupings per page • Give it The Squint Test
Don’t forget C.R.A.P. • Contrast • Repetition • Alignment • Proximity
Typography • Promotes the “feeling” / Sets the “tone” • Pick 2 typefaces • Headlines / Sub Heads / Body Copy • Serif / San Serif • Use bold and italic for emphasis
Typography • Headlines • Sub Heads • Body Copy 1 serif / 1 San Serif • Use bold and italic for emphasis
Type Sizes BIG TYPE --LITTLE TYPE-- Great for adding contrast!
Type Sizes • Varying Sizes Adds Contrast • Establishes a Hierarchy of Info • Consistency is Key • Keep “legibility” and “readability” in mind
How Much Info Per Slide? • Not Much! • A Bulleted List • Five or Six lines of type • Maybe 1 paragraph • Better to break up long passages into two or more slides
Color Psychology • http://www.sheriftariq.org/design/images/color/color_wheel.gif
Color Psychology • Do colors mean something? • WARNING! • JEALOUSY • TRUST • What about in other cultures?
Color Psychology • Sources on the web… • http://www.infoplease.com/spot/colors1.html • http://www.pantone.com/products/products.asp?idArticle=112&idArea=16
How will your project be read? 4 Principles of Graphic Design Typographical Suggestions Color Psychology