Understanding Rhetorical Strategies of PersuasionUnderstanding Rhetorical Strategies of Persuasion

RhetoricRhetoric

The art or practice of persuasion through any symbolic system, but especially language.

The ways we convince people to do, think, or say what we want

The art or practice of persuasion through any symbolic system, but especially language.

The ways we convince people to do, think, or say what we want

Rhetorical strategies--techniques used to move and convince an audience

Examples: narration, comparison-contrast, example, cause and effect, analogy, definition

Rhetorical strategies--techniques used to move and convince an audience

Examples: narration, comparison-contrast, example, cause and effect, analogy, definition

Classical Modes of Persuasion

Classical Modes of Persuasion

Logos-rational argument; uses statistics, facts, definitions

Pathos- “pathetic appeal”; appeals to emotions; uses inflammatory language, sad stories, appeals to national sentiment, and jokes

Ethos-an appeal to authority or character; “deliberate use of the speaker’s character as a mode of persuasion”

*Appeals can be combined to create an overarching effect

EID, Ch. 2, p. 35

Logos-rational argument; uses statistics, facts, definitions

Pathos- “pathetic appeal”; appeals to emotions; uses inflammatory language, sad stories, appeals to national sentiment, and jokes

Ethos-an appeal to authority or character; “deliberate use of the speaker’s character as a mode of persuasion”

*Appeals can be combined to create an overarching effect

EID, Ch. 2, p. 35

Logos: Appeals to ReasonLogos: Appeals to Reason “Often operates through

the written text; significantly, the Greek word logos which can be translated as “word,” indicating the way in which we, culturally, often look to words as repositories of fact and reason”

Relies on the use of reason and logic as opposed to emotions

Favors the use of statistics, quotations from authorities, and proven facts

EID, Ch. 2 p. 36

“Often operates through the written text; significantly, the Greek word logos which can be translated as “word,” indicating the way in which we, culturally, often look to words as repositories of fact and reason”

Relies on the use of reason and logic as opposed to emotions

Favors the use of statistics, quotations from authorities, and proven facts

EID, Ch. 2 p. 36

Beware of Logical Fallacies!

Beware of Logical Fallacies!

“Be careful not to rely on mistaken or misleading uses of logos, commonly called logical fallacies”

For instance, just because something occurs after something else, does not necessarily mean the two events are related

http://www.unc.edu/depts/wcweb/handouts/fallacies.html

EID, Ch 2, p.37

“Be careful not to rely on mistaken or misleading uses of logos, commonly called logical fallacies”

For instance, just because something occurs after something else, does not necessarily mean the two events are related

http://www.unc.edu/depts/wcweb/handouts/fallacies.html

EID, Ch 2, p.37

http://www.youtube.com/watch?v=3rhq-6qa2i8

Logos Example:Logos Example: Idea: Students should be allowed

to use cell phones during school hours.

List three supporting facts and/or statistics that will support the aforementioned idea.

Idea: Students should be allowed to use cell phones during school hours.

List three supporting facts and/or statistics that will support the aforementioned idea.

PathosPathoshttp://www.youtube.com/watch?

v=UjcSWW3vCBk

A tool of persuasion used “to establish an intimate connection with the audience by soliciting powerful emotions” (e.g. anger, fear, compassion, humor)

Appeals more to “nonrational impulses than to our powers of logical reasoning”

EID, Ch. 2, p. 40

http://www.youtube.com/watch?v=UjcSWW3vCBk

A tool of persuasion used “to establish an intimate connection with the audience by soliciting powerful emotions” (e.g. anger, fear, compassion, humor)

Appeals more to “nonrational impulses than to our powers of logical reasoning”

EID, Ch. 2, p. 40

Exaggerated Uses of Pathos

Exaggerated Uses of Pathos

Scare tactics: capitalizes on the audience’s fears

False need: amplifying a perceived need or creating a new one

Slippery Slope: suggesting than an event or action will send the audience spiraling down a “slippery slope” to a serious consequence

Over-sentimentalization: distracting the audience from evidence or issues

EID, Ch. 2, p. 41

Scare tactics: capitalizes on the audience’s fears

False need: amplifying a perceived need or creating a new one

Slippery Slope: suggesting than an event or action will send the audience spiraling down a “slippery slope” to a serious consequence

Over-sentimentalization: distracting the audience from evidence or issues

EID, Ch. 2, p. 41

Pathos Example:

Pathos Example:

How does this ad appeal to emotion? Why?

How does this ad appeal to emotion? Why?

Ethos: Appeals to Character and Authority

Ethos: Appeals to Character and Authority

Your “ethos works as a rhetorical strategy by establishing the goodwill or credibility of the writer [author] or speaker”

EID, Ch. 2, p. 44

Your “ethos works as a rhetorical strategy by establishing the goodwill or credibility of the writer [author] or speaker”

EID, Ch. 2, p. 44

More about Your Ethos:More about Your Ethos:

We tend to believe people whom we respect. One of the central problems of argumentation is to project an impression to the reader that you are someone worth listening to, in other words making yourself as author into an authority on the subject of the paper, as well as someone who is likeable and worthy of respect.

Power to persuade depends upon “credibility, word choice, tone, quality of research, use of grammar and punctuation”

We tend to believe people whom we respect. One of the central problems of argumentation is to project an impression to the reader that you are someone worth listening to, in other words making yourself as author into an authority on the subject of the paper, as well as someone who is likeable and worthy of respect.

Power to persuade depends upon “credibility, word choice, tone, quality of research, use of grammar and punctuation”

Ethos example:Ethos example:

Product: George Foreman and his Grilling Machine

Who is George Foreman? Boxing Champ and a Preacher

Why is George Foreman credible?

Product: George Foreman and his Grilling Machine

Who is George Foreman? Boxing Champ and a Preacher

Why is George Foreman credible?

Now that we know how to identify strategies of persuasion, let’s take

another look at this ad.

Now that we know how to identify strategies of persuasion, let’s take

another look at this ad.

Practicing Using Strategies of Persuasion

Practicing Using Strategies of Persuasion

In groups, compose an email to me outlining why you missed class and persuading me to accept your excuse.

Make sure to include appeals to all three rhetorical modes of persuasion—ethos, logos, and pathos!

In groups, compose an email to me outlining why you missed class and persuading me to accept your excuse.

Make sure to include appeals to all three rhetorical modes of persuasion—ethos, logos, and pathos!