Methods of persuasion Chapter 17 Recap

Aristotle’s three appeals ETHOS LOGOS PATHOS

Ethos: Credibility Credibility – is this speaker qualified to talk about this topic? Competence (the speaker is intelligent and knowledgeable of the topic) Character (the speaker is sincere, trustworthy, and has a concern for our well-being) Types of credibility Initial Derived Terminal Enhancing credibility Explain your competence Create a common ground; connect with audience Strong delivery

LOGOS: Logical appeal Use evidence Make sure it is specific, new, clear and credible Reasoning (drawing conclusions from the evidence) Reasoning from specific instances (specific  general) Reasoning from principle (general  specific) Causal Reasoning (cause and effect relationship) Analogical Reasoning (comparing 2 similar cases) Avoid error in reasoning (fallacies) Hasty generalizations, false cause, invalid analogy, bandwagon, red herring, ad hominem, either-or, slippery slope, appeal to tradition, appeal to novelty

PATHOS: emotional appeal Want audience to feel specific emotion (e.g. fear, compassion, pride, guilt) How do speakers accomplish this? Language Choice Vivid Examples Sincerity Ethics + Emotions = ? Usually considered inappropriate/unethical when discussing question of fact Ethical if: Appropriate for speech topic Not used as a substitute for evidence and reasoning Combined with reason

How do you fit these into your organizational pattern? Consider during in-class speech (MMS)