1. Rhetoric: The Art of Persuasion

2. Persuasion
“Persuasion is the name we give to the type of communication that brings about change in people.” Bostrum, R.N. (1983). Persuasion. Englewood Cliffs, NJ: Prentice-Hall, p. 8.
"Persuasion is intended communication that affects how others think, feel, and/or act toward some object, person, group or idea.“ Cegala, D.J. (1987). Persuasive communication: Theory and practice, 3rd ed. Edina, MN: Burgess International, p. 13.
“Persuasion takes place when a motivator is able to either change or confirm an existing attitude in the minds of listeners.” Hazel, H. (1998). The power of persuasion, 2nd ed. Dubuque, IA: Kendall-Hunt, p. 2. 2

3. Aristotle’s Rhetorical Triangle
Logos
Pathos
Ethos

4. Aristotle’s Rhetorical Triangle

5. Sound devices: alliteration Structure devices: parallel structure
Rhetorical Devices:
In rhetoric, a rhetorical device or resource of language is a technique that an author or speaker uses to convey to the listener or reader a meaning with the goal of persuading him or her towards considering a topic from a different perspective.
Irony
Metaphor
Analogy
Juxtaposition
Sound devices: alliteration
Structure devices: parallel structure
Hyperbole

6. Is it persuasive?
Whenever you read an argument, you must ask yourself, “Is this persuasive? And if so, to whom?”
There are several ways to appeal to an audience. Among the ways to appeal to an audience are appealing to logos, ethos, and pathos.
These appeals are prevalent in almost all arguments.

7. Ethos- Character or Image (Credibility)
Aristotle says that if we believe that a speaker has "good sense, good moral character, and goodwill," we are inclined to believe what that speaker says to us.

8. Ethos- Character or Image (Credibility)
trustworthiness
reliability
expert testimony
reliable sources
fairness
Effect of argument: Demonstrates author’s reliability, competence, and respect for the audience’s ideas and values through reliable and appropriate use of support.

9. What characteristics of credability does this Bill have?

10. What characteristics of credability does this Bill have?

11. Pathos- emotional and belief based appeals
Related to the words – pathetic, sympathy, and empathy
When you accept a claim based on how it makes you feel without fully analyzing the rationale, you are acting on pathos.
Emotive language: love, fear, sympathy, patriotism, pride, guilt, hate, or joy
Most arguments are heavily dependant upon pathos appeals.

12. Pathos- emotional and belief based appeals
Vivid, concrete language
Emotionally loaded language
Connotative meanings
Emotional examples
Analogies
Narratives of emotional events
Emotional tone
Figurative language
Rhetorical questions
Repetition
Affect of argument: Motivates people to act based on their emotions sometimes forgetting their logic.

13. 1 in every 3 children grow up
without a family.
Adopt a child.
Be a hero.

15. Web Site Banner

16. Will you support our Troops?

18. Logos- appeals to logic (inductive & deductive reasoning)
Using theories (i.e., Theory of Relativity; Theory of Evolution)
Denotative meanings/reasons
Literal and historical analogies
Definitions
Parallel structure
Factual data and statistics
Quotations
Citations from experts and authorities
Informed opinions- logical reasoning
Case studies/ Experiments
Analogies
Restatement
Inductive: synthetic process used to reason from particulars to probable conclusions
Deductive: analytical process used to move from generalizations to structurally certain conclusions
Affect of argument: creates a cognitive, rationale response

19. Logos- Persuassive Inoculation
Persuasive inoculation/counter argument- Giving a dose of the opponents argument in order to refute it.
The persuader doesn’t argue his own opinion. He attacks the opponents’ opinion.
“Inoculating" the opposing viewpoint with a weakened form of the their own original argument has the power to make your own argument more effective.

20. Warm up: Use one example for each of the three appeals to argue why students should be able to dress however they choose. 20