Transcript THE GREAT PERSUADERS

THE GREAT PERSUADERS
A talk by David Evans
Why is rhetoric relevant?
1. All teachers are persuaders
2. Rhetoric teaches us how
communication works
3. It show us how we are manipulated
Persuasion = Repetition
The Forgetting Curve
(Ebbinghaus)
Learning a word
Read it
Hear it
Say it
Write it
Learning a word
Read it
Hear it
Say it
Write it
Define it
Translate it Change its Change its
form
context
Learning a word
Read it
Hear it
Say it
Define it
Translate it Change its Change its
form
context
Picture it
Associate
it
Group it
Write it
Investigate
it
President
Obama’s
Inaugural
Address
20 January 2009
Today I say to you that
the challenges we
face are real, they
are serious and they
are many. They will
not be met easily or
in a short span of
time. But know this
America: they will be
met.
On this day, we gather
because we have
chosen hope over fear,
unity of purpose over
conflict and discord.
On this day, we come to
proclaim an end to the
petty grievances and
false promises, the
recriminations and
worn-out dogmas that
for far too long have
strangled our politics.
The List of Three
Today I say to you that the challenges we
face are real, they are serious and they
are many.
Word pairs (Hendiadys)
On this day, we gather because we have
chosen hope over fear, unity of purpose
over conflict and discord.
Contrast
On this day, we gather because we have
chosen hope over fear, unity of purpose
over conflict and discord.
Repetition of sounds (Alliteration
& assonance)
On this day, we come to proclaim an end
to the petty grievances and false
promises…
List of 3? Word pairs? Contrast?
Alliteration?
“That we are in the midst of crisis is now well
understood. Our nation is at war, against a farreaching network of violence and hatred. Our
economy is badly weakened, a consequence of
greed and irresponsibility on the part of some, but
also our collective failure to make hard choices and
prepare the nation for a new age. Homes have been
lost; jobs shed; businesses shuttered. Our health
care is too costly; our schools fail too many; and each
day brings further evidence that the ways we use
energy strengthen our adversaries and threaten our
planet.”
Persuasion = Structure
Giving an opinion
Statement: “I think….”
Reason: “That’s because…”
Example: “For example…”
Making a case
1. Thesis
2. Provide supporting
reasons, facts and
examples
3. Conclude
Including a counter-argument
1. Thesis
2. Provide supporting reasons, facts and
examples
3. Mention an opposing point of view
4. Refute that view
5. Conclude
Four point plan
1 Situation
2 Complication
3 Question
4 Answer
Five point plan
1 Hook
2 Problem
3 Solution
4 Pay-off
5 Call to action
Persuasion = Emotion
Decisionmaking.
Logic? Emotion? Intuition?
The electrical impulse that initiates
action occurs half a second before we
take the conscious decision to act.
(Benjamin Libet)
Some principles of persuasion
• Reciprocation
• Commitment
• Social proof
• Authority
• Scarcity
Some principles of persuasion
• Reciprocation
• Commitment
• Social proof
• Authority
• Scarcity
• As worn by David
Beckham
• Your money back if
not completely
satisfied
• Offer ends Tuesday
• 3 out of 4 users
recommend it
• Take a free sample
Some principles of persuasion
• Reciprocation
• Commitment
• Social proof
• Authority
• Scarcity
• Take a free sample
• Your money back if
not completely
satisfied
• 3 out of 4 users
recommend it
• As worn by David
Beckham
• Offer ends Tuesday
Logical Fallacies 1
“Dr Hunter’s argument for
adopting this new course
book is very persuasive.
However, I must remind you
that it was Dr Hunter who
was proved wrong about the
introduction of the new
vocabulary test last year.
Furthermore, Dr Hunter’s
lamentable attendance
record at these staff
meetings suggests that he is
at best half-hearted in his
commitment to this
department, anyway.”
Argumentum ad hominem
In this case, it is not the
argument which is attacked
but the person who is
making the argument. An
argument should stand or fall
on its own merits, not on the
merits of the person making
the case.
Logical Fallacies 2
“The cycle of school life is similar to the
life cycle of all living organisms. Just
as plants grow from tiny seedlings
into trees and flowers, before they
wither and die, so students and
teachers come and go. At the start
of this school year, we have had a
huge influx of new students and
new teachers and so it is only
reasonable to expect that the
coming year will be one of vigorous
growth that will bear fruit in the form
of excellent results next summer.
Yes, I have high hopes of great
things from this school over the
coming months.”
The over-extended
analogy
If two things are similar in
one respect, it does not
follow that they are
similar in other respects
as well.
Logical Fallacies 3
“Teenagers are so badly
behaved these days.
That boy Simon nearly
knocked me over in the
street yesterday and
didn’t even apologise.”
“I’m sorry I really don’t
agree with you. For one
thing, Simon doesn’t
even turn 13 until next
month.”
Refuting the example
An example is often cited
in support of an
argument. However,
successfully challenging
the example does not
necessarily mean that
the central argument is
wrong.
Persuasion = Context
Persuasion = Body language
Bravery
Stillness
Eye contact
7 – 38 - 55
• 7% of the meaning of a message is contained in the
words that you actually say.
• 38% of the meaning is communicated by your tone of
voice.
• 55% of the meaning comes from visual cues like
posture, gesture and expression.
Emotional contagion
In social interactions
people tend to
synchronize their
posture,
movements,
vocalization and
facial expressions.
(Elaine Hatfield)
How to be lucky
1. Listen to your gut instincts.
2. Be open to new experiences and break your
normal routine.
3. Spend a few moments each day
remembering things that went well.
4. Visualize yourself being lucky.
(Professor Richard Wiseman)
Persuasion
= Repetition
= Structure
= Emotion
= Context
= Body language
= Voice
Decisionmaking.
Logic? Emotion? Intuition?…
Rhetorical Devices
Can you find examples of…
•
•
•
•
•
•
Repetition
List of three
Contrast
Word pairs
Alliteration (and assonance)
Emotive language