1. ETHOS Argument by Character

2. E STABLISHING E THOS : D ECORUM “You persuade a man only insofar as you can talk his language by speech, gesture, tonality, order, image, attitude, idea : identifying your ways with his.” - Kenneth Burke

3. E STABLISHING E THOS : D ECORUM 1- Decorum Rhetorical decorum is the art of fitting in anywhere. Decorum tells the audience: Do as I say AND as I do.” “When in Rome, do as the Romans do.” To show proper decorum, act the way your audience expects you to act– not necessarily like your audience.

4. E STABLISHING E THOS : D ECORUM T IPS. 1- Before you begin to argue, ask yourself: What do they expect? 2- Don’t assume a character that strays too far from your own. 3- Adapt to the particular occasion. 4- When in doubt, use camouflage.

5. D ECORUM - N OT E XAMPLES.

6. D ECORUM - E XAMPLES

7. E STABLISHING E THOS : D ECORUM Persuasion doesn’t depend on being true to yourself. It depends on being true to an audience. 9/11 Bullhorn speech Night of 9/11

8. E STABLISHING E THOS : M AKE T HEM L IKE Y OU Virtue = The Audience believes you share their values. A person who upholds the values of a group is rhetorically virtuous.

9. E STABLISHING E THOS : M AKE T HEM L IKE Y OU Values change from audience-to-audience. You must be seen to have the “right” values. VirtuesExample: Bill Clinton

10. E STABLISHING E THOS : M AKE T HEM L IKE Y OU How to pump up your rhetorical virtues for an audience: 1- Bragging 2- Character References Joe Biden (start 4:30)Joe Biden 3- Reveal a tactical flaw- show some defect that shows your dedication to the audience’s values George Washington: Forgive me, gentlemen, for my eyes have grown dim in the service of my country. Switch sides when the powers that be do. When you know you will lose, preempt your opponent by taking his side.

11. E STABLISHING E THOS : S HOW L EADERSHIP Practical Wisdom: The audience should consider you a sensible person, as well as sufficiently knowledgeable to deal with the problem at hand. Use the kind of common sense that gets things done. An instinct for making the right decision on every occasion. “Street Smarts.”

12. E STABLISHING E THOS : S HOW L EADERSHIP How to get an audience to trust your decision: 1- Show off your experience.

13. E STABLISHING E THOS : S HOW L EADERSHIP How to get an audience to trust your decision: 1- Show off your experience. 2- Bend the Rules (if you have no other choice)

14. E STABLISHING E THOS : S HOW L EADERSHIP How to get an audience to trust your decision: 1- Show off your experience. 2- Bend the Rules (if you have no other choice) Seem to take the middle course. It helps to make the audience think your adversary’s position is extreme.

15. E STABLISHING E THOS : W IN T HEIR T RUST “Disinterested Goodwill” combines selflessness and likability.

16. E STABLISHING E THOS : W IN T HEIR T RUST Disintereste d Uninterested

17. E STABLISHING E THOS : W IN T HEIR T RUST Disinterested= Free of any special interest. How to make your audience believe in your selflessness: The reluctant conclusion= Seem to deal reluctantly with something you are really eager to prove. (p. 73) The personal sacrifice= Act as if the choice you advocate for hurts you personally. (p. 74) Dubitatio= Make it seem you have no tricks. Show doubt in your Rhetorical skills.

18. E STABLISHING E THOS : W IN T HEIR T RUST Make it seem as though you have no tricks: Dubitatio=Dubious. A knowledgeable audience tends to sympathize with a clumsy speaker and even mentally argue his case for him. Lincoln’s country-bumpkin image disguised a brilliant political analyst who could speak lucidly about the issues. His ethos made the audience trust his sincerity while doubting his intellect– until he showed them his intellect. In argument, you don’t rest on you personality and reputation, you perform them.