Persuasion Day3 08

7/29/2019 Persuasion Day3 08

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Persuasive AppealsPulling it all together


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...on you.

ETHOS

...on the reasons.

LOGOS

...on their feelings.

PATHOS

To answer their questions, your audience can rely...


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Logos Statistics

Specificinstances

Principle

Causal Analogical

Reasongiving!

Ethos

Expert testimony

Personal

competence

Personal character

Common ground Deliver with

conviction

Pathos

Examples

Emotional language

Deliver with

conviction

Share your passion


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Persuasive AppealsConfessions of a Simple Surgeon


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Central Questions About Sources Question #1: Expertise?

Does the person who wrote this know what he/she istalking about?

Question #2: Bias? Does the person who wrote this have financial or

ideological interests which significantly distort his/herjudgment?

Question #3: Reviewed? Did anyone else spend time figuring out if this was

good information?


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Persuasive AppealsSources in An Inconvenient Truth


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Patterns of Reasoning


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Read the following passage out loud.

FINISHED FILES ARE THE RE-

SULT OF YEARS OF SCIENTIF-IC STUDY COMBINED WITH

THE EXPERIENCE OF YEARS.


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Reasoning: deduction & induction

Deduction: arguments that run from

general to specific; they are characterizedby necessity.

Induction: arguments that run fromspecific to general; they are characterizedby an inductive leap.


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Classic form of Deduction: the syllogism

The U.S. Constitution guarantees citizensthe right to vote.

Women are citizens. The U.S. Constitution guarantees women

the right to vote.


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Argument from Principle

To be effective a law must be enforcedand have adequate penalties.

Adopting my plan will make Wisconsinslaws on chewing tobacco be enforced andwill create adequate penalties.

My plan will be effective at curbingchewing tobacco use.


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The Enthymeme:

Assumes that the audience willsupply a part that is missing.

Shes a girl; she cant throw the ball. Girls cant throw balls.

Hes a man; he wont stop to ask

directions.

Men wont stop to ask directions.


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Enthymemes

Ames keeps building in flood plains; nowonder we are having more flooding.

Building in flood plains increases thechance of flooding.

Adopting instead of buying a pet will save

you money so its a good idea. Anything you can do to save money is a

good idea.


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Enthymemes

16 year olds have undeveloped brains so theycant judge risks.

People with undeveloped brains cant judge

risks.

By writing a letter to your representative, youcan help pass this law.

Writing letters leads to passing new laws.


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Beware the false principle.

The police say he committed the crime,so he committed the crime.

stereotypes starting from principles that only those

who already agree with you would

maintain.


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Specific Instances: Inductive reasoning

Otherwise known as generalizationarguments.

Surveys and studies are often groundedin reasoning from specific instances.

Neilson ratings and representation


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Specific Instances: Chewing Tobacco Speech

Chewing tobacco use is widespread. The American Cancer Society says one in

twelve Americans is a regular user. The average age of first use is 10.

40% of high school boys say they have triedit.

21% of kindergartners (boys?) have tried it.


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Specific Instances in the Pet Adoption Speech

I adopted my great pet from a shelter for$50.

You could adopt this cute dog for $50 You could adopt this cute cat for $50

You could adopt this other cute dog for $50

Therefore: You can adopt any pet fromthe shelter for $50!


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Specific Instances: Teen Driving Speech

There are too many car accidents, death andinjuries involving teen drivers. National Hwy Safety Administration Info

7 % of drivers, but are 14% of fatalities

3,657 teen drivers killed last year

2,384 teen passengers killed

2, 625 21 and older killed in accidents with teen drivers

Insurance Institute for Highway Safety Teens have highest % of crashes caused by speeding, and

driver error and the most single car crashes

USA Today says 16 yr olds are 3 times more likely tobe in a fatal crash than older drivers.


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Beware the Hasty Generalization

my friends and I watched violent cartoons andnever committed a crime, so . . . .

the two people I sat next to in lecture got Bs ontheir speeches, so everybody but me got a B onthe speech.

but Mom, everybody else is going to the party!

which moves us toward the bandwagon fallacy


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BreakAfter break Analogies and Causal Reasoning.Practice Arguments to prep for Quiz 3.

Examples from p. 134? Q & A on speeches


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Arguments from Analogy

Figurative He wont make a good company president

because you cant teach an old dog newtricks

Literal Socialized medicine works in Canada, so

socialized medicine will work in the U.S. both are grounded in the concept of

similarity


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Figurative Analogies

Useful for framing an argument

Not useful as proof/evidence

It doesnt really pass the test of similarity It is typically heard as pathos not logos


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Figurative AnalogyMalcolm X on integrating theCivil Rights Movement

"Its just like when youve got some coffee thats tooblack, which means its too strong. What do you do?

You integrate it with cream, you make it weak. But if youpour too much cream in it, you wont even know youever had coffee. It used to be hot, it becomes cool. Itused to be strong, it becomes weak. It used to wakeyou up, now it puts you to sleep."

"Message to the Grass Roots," speech, Nov. 1963, Detroit (publishedin Malcolm X Speaks, ch. 1, 1965).


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Analogies can help prove practicality

Chewing Tobacco speech It worked in California, so it can work in

Wisconsin.Good evidence to show that the law is working in

California

Some sense ofsimilarity between California andWisconsin helps it work.

Kansas City Royals have banned its use soother teams might too.

An Inconvenient Truth:

Comparison to tobacco company strategies.


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Weak Analogies?

A ban on all alcohol use in the dorms willwork at ISU because such a ban worked atLuther College.

The university shouldnt be able to tell mewhat classes I have to take; after all, thestore manager doesnt tell me whatgroceries to buy.

We praise the lives of soldiers whosacrificed their lives for the sake of others,why cant we celebrate embryos sacrificed inorder to save the lives of others?


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Causal Arguments

The most challenging of the types ofreasoning.

We cant see causal relationships, we canonly infer them.

Examples cigarettes cause lung cancer

Embryonic stem cell research causes adisrespect for human life


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Causal Argument Challenges

post hoc ergo propter hoc

after this therefore because of this

confusing a relationship in time with causeand effect

seen in superstitions

seen in just look what happened after we . .

. . arguments.


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Causal Argument Challenges

multiple causation

rainforest destruction is the cause of

global warming T.V. is responsible for school violence.

my printer problem caused me to beunable to do my speech

correlation vs. causation


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Causal Reasoning

Chewing tobacco

causal chain: Chewing tobacco contains grit

and sand, which wear away at teeth; it alsocontains sugar which wears away at teeth,leading to cavities and then tooth loss.

Chewing tobacco caused Toms death.

Chewing tobacco caused Seans death.


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Tips for success in causal reasoning.

use causal chains to help the audiencesee the causal relationship.

use testimony of experts to supportconclusions


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Fallacies of Reasoning

False principle

Hasty generalization

Weak (invalid) analogy Post Hoc or false cause


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Practice


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What kind of reasoning and how strong is it?

According to a study by the American MedicalAssociation, men with bald spots have threetimes the risk of heart attack as men with a fullhead of hair. Strange as it may seem, it looks asif baldness is a cause of heart attacks.

The U.S. Constitution guarantees all citizens the

right to bear arms. Gun control legislationinfringes on the right of citizens to bear arms.Therefore, gun control legislation is contrary tothe Constitution.


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More practice

Raising a child is like having a pet--you need tofeed it, play with it, and everything will be fine.

Statistical data from the U.S. Department of

Justice demonstrate that there are thousands ofcases where perpetrators of sexual violencerepeated their crime within three months of theirrelease. In their 1990 study Rice, Harris, andQuinsey, researchers at Canadas QueensUniversity, found that 28% of rapists repeatedtheir offence after release. Clearly sexualpredators are dangerous beyond the length oftheir prison terms.


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More practice

There can be no doubt that the GreatDepression was caused by Herbert

Hoover. He became President inMarch 1929, and the stock marketcrashed just seven months later.

I dont see any reason to wear ahelmet when I ride a bike. Everyonebikes without a helmet.


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More practice

Ames would benefit significantly from requiringbusinesses to install permeable parking lotsalong Duff Avenue. After all, the addition of

permeable parking lots for construction in floodplains helped Dubuque limit the spread offlooding despite the fact that the river reached5 feet over flood stage in 2006.


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The Building Blocks

Strong Analysis: Problem, Plan, Practicality Evidence / Supporting Material using Ethos, Logos

and Pathos

Statistics, Examples, Testimony Reasoning

Principle Specific Instances [generalization] Analogy

Causal Audience Connection

With Content: Mental Dialogue With Structure With Delivery


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End


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Analyzing the Chewing Tobacco Speech


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Sample Speech on Chewing Tobacco

Attention detailed story of Tom images

Credibility Im studying to be a dentist; dad is I have seen it

Topic revealed Relating to the audience

Example is a WI 23 year old? Fear appeal?

Preview The many problems resulting from chewing tobacco. Actions we can take to change the use of chewing tobacco.


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Building the Persuasive Speech

I. Chewing tobacco causes many serious problems.A. Its use is widespread.

B. It causes problems such as tooth loss, gum disease andeven death.

II. The problems of chewing tobacco can be solved bytaking two major steps.

A. Change Wisconsin laws to increase the penalties and theenforcement for selling chewing tobacco to minors.

B. Ban use of chewing tobacco at professional sporting events.


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Problem Issue Its use is widespread.

The A.C.S. says one in twelve Americans is a regular user. The average age of first use is 10. 40% of high school boys say they have tried it. 21% of kindergartners (boys?) have tried it.

It causes problems such as tooth loss, gumdisease and even death.

American Dental Association info on all threeproblems Extended example of Sean Marsee


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Plan Issue Change Wisconsin laws to increase the

penalties and the enforcement for sellingchewing tobacco to minors.

WI Department of Law Enforcement You can help by writing a letter asking for this law.

Ban use of chewing tobacco at professionalsporting events.

You can help by writing a letter to your favorite teamor athlete.


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Practicality Change laws

Laws must be enforced and have penalties to beeffective

Californias law is effective. American Dental Association

Change sports Kids imitate role models; if they say it is wrong, itll

make a difference. American Dental Association

Kansas City Royals has already banned it.

Documents

Persuasion Day3 08