1. By Jay Heinrichs Chapters: 17, 18, & 19 1 st Period Jessica Fields Taylor Davis Ashley Haire Tyler Dooley

2. Chapters Covered Chapter 17: Find the Sweet Spot Chapter 18: Speak your Audience’s Language Chapter 19: Make Them Identify with Your Choice

3. Chapter 17, Find the Sweet Spot Use logic to your advantage  Phronesis: practical wisdom Have your adviser question the circumstances  A trustworthy speaker matches their argument or advice to the particular situation and circumstances  You want to hear “That depends” Tell a story about your experiences to help build your advice  You demonstrate your ability to deliberate effectively Don’t trust the judgement of the un-informed  Your opponent may be full of ignorance

4. 17… Don’t take any advice  Don’t give in to your opponent Correctly state the tense that is appropriate to use  Use past and future tenses Determine if you can trust the speaker  Are their facts true? Do they prove a solid point? Disinterest - Not being biased.  Making it seem as if you came to your conclusion because it is the logical thing to do. Virtue - Sharing the same values as your audience.

5. Chapter 18: Speak Your Audience’s Language THE IDENTITY STRATEGY Get the audience to identify with your strategy.  Humans want to be and have what is popular or what is considered to be the right thing. An audience also likes to be able to identify with you (this is a powerful tool)  Make them feel like they are like you or your friend. Call it CODE GROOMING-creating your own language for communication to make them feel comfortable.  Be careful with code grooming because it can be dangerous. Once you bond with a group it can exclude others.  So make sure that you are choosing the right ones to "bond" with. Be aware of the group that you are identifying with, what they come with and what they are viewed as.

6. 18… Rhetoric is “social glue”  We use it to connect the powerful associations we share with a certain group of words.  Code words Example of code words: abbreviated words teens use on social networks (or slang). Messages communicate better with repetitions of code words and tone.  Example: talking to a dog. Person, “I’m taking the dog for a walk. Dog hears, “blah blah blah dog blah walk.” We filter out words we don’t connect with.

7. Chapter 19: Make Them Identify with Your Choice TAKE THE “IDENTITY STRATEGY” TO THE NEXT LEVEL OF EFFECTIVENESS When arguing reverse the words that you are repeating.  These need to be the opposite of your weakness and/or where your opponent stands. Allow the audience to trust you.  Just like Dante did in Dante's Inferno.  Become a trusty guide for the audience to follow. When presented with something you don't agree with make the person identify that idea with something negative or that is viewed as bad to them.

8. 19 … The main topic is what we VALUE, not what you can advantage from.  Relationships overpower our values; make choices according to how you think people can enhance their relationships through the switches in belief that you are promoting. Keep your ethos intact when you use humor.  Bring your audience inside the joke to help build connections. Don’t use code language you don’t understand.  It can create confusion, distance, and offense.