The Art of Persuasion

Every Persuasive Argument: Questions of fact Questions of fact Questions of value Questions of value Questions of policy Questions of policy

Aristotle Rhetoric “using language effectively to please or persuade”

Pathos “Analyzing the needs of your listeners” “Analyzing the needs of your listeners” Discover the needs of your audience Discover the needs of your audience Positive – they already agree with you Positive – they already agree with you Neutral – they simply don’t know much about your topic Neutral – they simply don’t know much about your topic Disinterested – they know, but they could not care less Disinterested – they know, but they could not care less Opposed – (most difficult) they feel strongly and know a lot about the topic, but they disagree with your views Opposed – (most difficult) they feel strongly and know a lot about the topic, but they disagree with your views

Ethos “Establishing your prestige” “Establishing your prestige” *Audience will look for competence & confidence *Audience will look for competence & confidence *Be sincere—don’t fake it! *Be sincere—don’t fake it! *Show good will to your audience *Show good will to your audience *Natural charisma helps *Natural charisma helps

Logos “Be logical” “Be logical” Evidence – “raw material with which you begin” Evidence – “raw material with which you begin” Reasoning – “putting it together to make a logical argument” Reasoning – “putting it together to make a logical argument” Make the evidence suit your audience Make the evidence suit your audience

Audience & Evidence Positive needs narratives, examples, comparisons Neutral needs facts, statistics, testimony, examples Disinterested needs facts and statistics that relate to them Opposed needs narrative, facts, statistics, examples, comparisons THEN USE A LOGICAL FRAMEWORK!

Things to consider: Be Responsible Be Responsible Audience Analysis Audience Analysis Considerable Research Considerable Research Well-planned strategy to establish prestige Well-planned strategy to establish prestige =Sincerity & Character =Sincerity & Character

HONESTY: Don’t present false evidence Don’t present false evidence Don’t present the ideas of others as if they are your own Don’t present the ideas of others as if they are your own Don’t appeal to the emotions of your listener’s without a basis in fact Don’t appeal to the emotions of your listener’s without a basis in fact Don’t pose as an authority if you’re not Don’t pose as an authority if you’re not RESPONSIBLE persuasion means telling the truth as you have discovered it RESPONSIBLE persuasion means telling the truth as you have discovered it