METHODS OF PERSUASION

C H A P T E R 1 7 R E C A P

ARISTOTLE’S THREE APPEALS

• • • ETHOS LOGOS PATHOS

ETHOS: CREDIBILITY

• • • Credibility – is this speaker qualified to talk about this topic?

• Competence (the speaker is intelligent and knowledgeable of the topic) • Character (the speaker is sincere, trustworthy, and has a concern for our well-being) Types of credibility • Initial • Derived Terminal • Enhancing credibility • Explain your competence • • Create a common ground; connect with audience Strong delivery

LOGOS: LOGICAL APPEAL

• • • Use evidence • Make sure it is specific, new, clear and credible Reasoning (drawing conclusions from the evidence) • • • Reasoning from specific instances (specific  Reasoning from principle (general  specific) general) Causal Reasoning (cause and effect relationship) • Analogical Reasoning (comparing 2 similar cases) Avoid error in reasoning (fallacies) • Hasty generalizations, false cause, invalid analogy, bandwagon, red herring, ad hominem, either-or, slippery slope, appeal to tradition, appeal to novelty • https://www.youtube.com/watch?v=2jgtISu0WWw

PATHOS: EMOTIONAL APPEAL

• • • Want audience to feel specific emotion (e.g. fear, compassion, pride, guilt) How do speakers accomplish this?

• • • Language Choice Vivid Examples Sincerity Ethics + Emotions = ?

• • Usually considered inappropriate/unethical when discussing question of fact Ethical if: • Appropriate for speech topic • • Not used as a substitute for evidence and reasoning Combined with reason