The Power of Persuasion

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The Power of Persuasion

• Rhetoric The Appeals Logos, Pathos, Ethos,
  Kairos

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Rhetoric is the art of winning souls by discourse

• - Plato

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• Rhetoric is the art of putting ones case in the
  strongest and best possible way
• All of the strategies of communicating in speech
  and writing that we use daily in an attempt to
  sway each other come under its heading.
• The desire of writers to communicate with their
  audiences is the basic law of rhetoric.

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The appeals are not strategies.

• They are the effect of the strategy on the reader
  / listener.

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A writer does not use logos.

• A writer appeals to the readers sense of logos
  (reason).

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Logos Appealing to Reason

• To create a logical appeal
• Use statistics facts
• Definitions
• Cause / Effect
• Chronological Order
• Transitions (1st, 2nd, 3rd)
• Testimonies, Narratives, Interviews

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Logos Appealing to Reason

• Caution remember that there are AT LEAST two
  sides to every issue.
• If you take the attitude that there is only one
  side - your side- you will most likely alienate
  your reader.

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Pathos the emotional appeal

• Zones in on a persons human nature
• Is the appeal most frequently played upon by
  advertisers
• Uses vivid images and descriptive language
• Uses humor

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Pathos the emotional appeal

• Caution your use of the emotion appeal shouldnt
  over simplify a complicated issue.
• Dont use emotional appeals to draw on
  stereotypes or manipulate emotional fears
• If you use emotionally charged language or
  examples simply to upset or anger your audience,
  you are using emotion irresponsibly.

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Pathos the emotional appeal

• Dont play upon
• the emotions of your audience at expense the of
  reason and character!

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ETHOS appealing to our good character

• Who are YOU?
• Can you be trusted?
• Show that you are
• credible
• have character
• confident

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ETHOS appealing to our good character

• Establish by showing
• Familiarity with the subject
• Broader awareness
• Respect for others values
• Integrity

• Techniques
• Speak directly to your audience
• Treat audience as equals
• Establish credibility by connecting own beliefs
  to respected and established core principles

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Kairos

• Comes from the ancient Greek word meaning right
  or opportune moment.
• According to Aristotles scheme of rhetoric, its
  the time and space, the context in which the
  proof will be delivered.

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Kairos - timing, if not everything, is pretty
darn important

• When speaking its important to consider the
  psychological and emotional make up of the
  audience.
• The style with which the orator clothes his proof
  is vital (the verbal packaging).

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Adolph Hitler - Rhetorical Mastermind?

• Kairos Post-WWI Germany was demoralized and
  disorganized the German people wanted a way out
  of its economic muddle and cultural shame.

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Adolph Hitler - Rhetorical Mastermind?

• Hitler was charismatic and a master of delivery,
  but he spoke at the right time.
• Some historians argue that had Germany been doing
  better economically, Hitlers words would have
  dissolved into thin air.