The Persuasive Power of Words (Week 2) Colin Neville.
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The Persuasive Power of Words (Week 2) Colin Neville
Persuasion The persuasive power of words was discussed by Aristotle around 350 BC. He presented an analysis of rhetorical strategies, which included three elements: logos, pathos and ethos.
LogosPathosEthos Logos are appeals to reason and an attempt to persuade an audience or reader through sound reasoning. Pathos is concerned with an appeal to the emotions of the audience or reader. Ethos is the appeal of the speaker or writer to the audience or readership, in terms of his or her credibility, trustworthiness, and/or experience.
Three elements of persuasive communication. Effective writing usually contains all three elements. Pathos Ethos Logos
Business and Academic Writing Aristotle's idea can be applied to both writing for business and academic purposes, although there are some differences in approach. This workshop concerns application of Aristotle's ideas in a business context.
Logos (Logical elements) You present clear information in sufficient detail for the type of communication chosen You write to prompt action in some form (even if it just for the reader to make a mental note of something) You acknowledge opposite viewpoints, if relevant Logical elements will often dominate formal business communication
Pathos (Emotional connection) Although logical elements may predominate in formal business writing, the pathos element can be an important dimension, and includes issues of: Addressing the reader directly Addressing the specific needs of the reader Adopting the right tone Ensuring your writing sounds natural Using words that connect with the senses of the reader, or convey a sense of action and purpose Making the writing look good, so the reader is attracted to it.
Ethos (Credibility element) In business writing you gain credibility if: There is a clear structure to the text Your writing is plain and clear You are courteous (even when provoked) You are perceived as someone with integrity (truthful) There are no spelling or grammatical mistakes
Mistakes are costly to UK businesses Research carried out by Royal Mail in 2003 with 1,000 customers suggests that British businesses are losing up to £700 million through bad grammar and poor spelling in their letters, emails, brochures, websites and leaflets. Nearly three quarters of customers do not trust businesses that use poor spelling and grammar and 30 percent say they would not do businesses with companies that made these mistakes. One in five respondents (20%) said they would not do business with a company who spelt their name incorrectly
How to destroy your credibility (4) “I am a motivated, self-igniting person who greatly entertains the challenges of bettering myself and the performance of work that I do.“ “I am a well-motivated person who always looks for ways to improve my work performance”. Better
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