1. Chapter 15: Persuasion in Controversy

2. Persuasive Proofs Logos appeals based on evidence and reasoning
Pathos appeals based on emotional involvement
Ethos appeals based on the speaker’s perceived competence, character, good will and dynamism
Mythos appeals based on shared traditions, values, and narratives

3. Pathos Emotions such as pity, fear, and compassion
Often invoked by citing “real life” examples and narratives
Effective for involving and moving listeners to action
Overblown appeals may backfire
Should be justified by evidence and reasoning

4. Mythos Couching messages as reaffirming shared traditions and values
Invoking shared heroes and enemies
Citing prominent political and religious texts
Commonly invoked using narratives
Sometimes abused to promote ethnocentrism

5. Logos Defining major issues Deductive reasoning Inductive reasoning
Analogical reasoning

6. The Master Proof

7. Deductive Reasoning Major premise is a general principle or truth
Minor premise is evidence or application
Conclusion is drawn from connecting major and minor premises
Syllogism is the structure of a deductive argument:
Socrates is a man (minor premise)
+ All men are mortal (major premise)
= Socrates is mortal (conclusion)

8. Syllogism Examples
Here is an example of a valid categorical syllogism: Major premise: All mammals are warm-blooded. Minor premise: All black dogs are mammals. Conclusion: Therefore, all black dogs are warm-blooded.

9. Syllogism Examples -- Fallacies
Syllogisms can seem so logically precise that they present airtight arguments. However, it is quite clear to see how there could be fallacy examples in syllogisms if one or more of the premises is incorrect, or a faulty conclusion is drawn when the premises are not absolute. Here are some examples of syllogism that have inherent flaws:
Some horses are brown. Some shoes are brown. Therefore, some horses are shoes.
All carrots are orange. Some cats are orange. Therefore, some cats are carrots.

10. Syllogism Examples
Major premise: All books from that store are new. Minor premise: These books are from that store. Conclusion: Therefore, these books are new.

11. Syllogism Examples Classic example All men are mortal.
Socrates is a man.
Therefore Socrates is a mortal.

12. Inductive Reasoning Requires objective reflection of observations
Requires sufficient amount of observations
Made stronger when observations are relevant and recent
Conclusions are strengthened by citing expert sources and stressing their credentials

13. Analogical Reasoning
Comparing the unfamiliar, abstract, or new to what is known or more easily understood
Often used for engaging opposing views and advocating solutions
Should focus on one specific comparison
The similarities should outweigh the differences

14. The Refutative Design State your point to refute and stress importance
Present your evidence and sources
Clearly spell out your conclusion
Explain how it refutes opposing views

15. The Gallery of Fallacies
slippery slope hasty generalization
red herring either-or thinking
band wagon faulty testimony
ad hominem post hoc
myth of the mean straw man
begging the question - faulty premise
non sequitur inappropriate
faulty analogy evidence use

16. Supporting Your Persuasive Message with Credibility, Logic, and Emotion
Logos: Using Evidence and Reasoning
Logical Fallacies
Causal
Bandwagon
Either-or
Hasty generalization
Personal attack
Red herring
Appeal to misplaced authority
Non sequitur

17. Logical Fallacies Examples
Cause and Effect - assuming that the effect is related to a cause because the events occur together.
Example: When the rooster crows, the sun rises. Therefore, the rooster causes the sun to rise.
Example: When the fuel light goes on in my car, I soon run out of gas. Therefore, the fuel light causes my car to run out of gas.

18. Logical Fallacies Examples
Bandwagon Fallacy: Everyone is selfish; everyone is doing what he believes will make himself happier.

19. Logical Fallacies Examples
Either-or fallacy: While gun violence is tragic, it is essential that we protect the right to bear arms. Americans must have the means to defend themselves. If the government restricts gun rights, then what we'll have is a situation where the only people with guns will be criminals, and those criminals will run our society.

20. Logical Fallacies Examples
Hasty Generalization Fallacy: My father smoked four packs of cigarettes a day since age fourteen and lived until age sixty-nine.  Therefore, smoking really can’t be that bad for you.
Explanation: It is extremely unreasonable (and dangerous) to draw a universal conclusion about the health risks of smoking by the case study of one man.

21. Logical Fallacies Examples
Personal Attack/Ad Hominem - Attacking the individual instead of the argument.
Example: You are so stupid your argument couldn't possibly be true.
Example: I figured that you couldn't possibly get it right, so I ignored your comment.

22. Logical Fallacies Examples
Red Herring - Introducing a topic not related to the subject at hand.
Example: I know your car isn't working right. But, if you had gone to the store one day earlier, you'd not be having problems.
Example: I know I forgot to deposit the check into the bank yesterday. But, nothing I do pleases you.

23. Logical Fallacies Examples
Appeal to Misplace Authority Fallacy: My 5th grade teacher once told me that girls will go crazy for boys if they learn how to dance.  Therefore, if you want to make the ladies go crazy for you, learn to dance.
Explanation: Even if the 5th grade teacher were an expert on relationships, her belief about what makes girls “go crazy” for boys is speculative, or perhaps circumstantial, at best.

24. Logical Fallacies Examples
Non Sequitur - Comments or information that do not logically follow from a premise or the conclusion.
Example: We know why it rained today: because I washed my car.
Example: I don't care what you say. We don't need any more bookshelves. As long as the carpet is clean, we are fine.

25. Logical Fallacies Examples
Straw Man Argument - Producing an argument about a weaker representation of the truth and attacking it.
Example: The government doesn't take care of the poor because it doesn't have a tax specifically to support the poor.
Example: We know that evolution is false because we did not evolve from monkeys.

26. Brockriede’s 6 Characteristics of Argument
Inferential Leap
A perceived rationale to support that leap.
Choice among two or more competing claims.
Regulation of uncertainty.
A willingness to risk confutation with peers.
A frame of reference shared optimally.