Rhetoric & Arguments The Art of Persuasion

Suzanne Webb Michigan State University WRA 150: Consider Literacy March 13, 2006

How will You Be Read Rhetorically Speaking: Your Credibility, Persuasiveness, And Emotional Appeals

The 5 Canons of Rhetoric Invention Arrangement Style Memory Delivery

The 5 Canons of Rhetoric Invention Coming up with something to say

The 5 Canons of Rhetoric Arrangement “The order of the discourse”

The 5 Canons of Rhetoric Style How you say it

The 5 Canons of Rhetoric Memory How the orator recalls the information

The 5 Canons of Rhetoric Delivery The way the discourse is performed

Write in the 21 st Century Writing is one of the world’s oldest technologies Writing is both visual and verbal Writing is multilingual Writing can reach massive audiences (in a very short time) Writing is primarily public from: p 27 EDW

When Writing an Argument You are attempting to convince readers of something… Change their minds Urge them to do something Address a problem where no simple solution exists

When Writing an Argument Who is your audience? Scholars? Fellow Students? Collegues? Children? Write to your particular audience

When Writing an Argument Shape your appeal to your audience Establish common ground Respect your audience’s interests and views Choose examples the audience can relate to Use language appropriate to your audience

Audience p27 EDW What is your topic or message? What is your relationship to your audience? What are your values & beliefs? Your audience’s? You & your audience’s background knowledge? Time and space limitations? Purpose? Appropriate level of language?

What do you want your project to do? Analyze? Classify? Compare? Contrast? Define? Describe? Discuss? Explain? Survey? Prove?

The Argument p70 EDW “…all language has an argumentative edge.” Do not assume that all writers agree with you! “What one [person] might call a massive demonstration another might call a noisy protest, and yet another an angry march…”

Analyzing the Argument p71 EDW What is the main issue (stasis) What emotional, ethical and logical appeals can you use? How can you establish your credibility? What sources do you have? How current and reliable are they? Does your thesis reflect your claim accurately? How can you use visuals to support your argument?

When Writing an Argument Stasis Theory (stasis = stand) Did the act occur? How is the act defined? How important or serious is the act? What actions should be taken as a result of this act?

When Writing an Argument Reason :: Logic Emotion :: Values Character :: Credibility :: Ethics LOGOS :: PATHOS :: ETHOS

Logos :: Pathos :: Ethos Logos The appeal to reason (logic) Pathos The appeal to emotion (values) Ethos The appeal to character (ethics)

When Writing an Argument Logos :: reason “The facts don’t lie” Use of evidence Trustworthy sources Clearly defined terms

When Writing an Argument Pathos :: emotion of the reader Reminds us of deeply held values Stirs reader’s emotions Creates a strong emotional appeal

When Writing an Argument Ethos :: character of the writer The credibility, moral character, and goodwill of the writer (ethics) Knowledgeable on the subject? Trustworthy? In the best interest of the audience?

When Writing an Argument Identify the elements of an argument Most arguments share a claim, reasons for that claim, warrants (assumptions) which connect the claim to the reasons, evidence (facts, credible opinions, examples, statistics), and qualifiers (limiting of the claim)

When Writing an Argument Identify the elements of an argument Claim Reasons, for that claim Warrants or assumptions, which connect the claim to the reasons Evidence, facts, credible opinions, examples, statistics Qualifiers, limits of the claim

When Writing an Argument Recognize Fallacies Serious Flaws Barriers to common ground and understanding Pages The Everyday Writer Emotional, ethical, logical fallacies

Recognizing Fallacies Emotional Bandwagon appeal, flattery, in-crowd appeal, veiled threats, false analogies Ethical Ad hominem, guilt by association, false authority Logical Begging the question, post hoc fallacy, non sequitur, either-or, hasty generalization, oversimplification

When Writing an Argument Demonstrating Knowledge Using credible sources Demonstrating Fairness Considering the other side in your paper adds to your credibility

Organizing an Argument The Classical System 1. Introduction 2. Background 3. Lines of Argument 4. Alternative arguments 5. Conclusion

Organizing an Argument The Toulmin System 1. Make your claim 2. Qualify your claim 3. Present good reasons as support 4. Explain the underlying assumptions 5. Provide additional evidence 6. Acknowledge possible counter arguments 7. Draw your conclusions

When Making Presentations of your finished Arguments Know your material Practice, practice, practice Helps you be more comfortable on presentation day Make Eye Contact Adds to your credibility Lets the listeners know you know your stuff

The 5 Canons of Rhetoric Invention Arrangement Style Memory Delivery

When Making Presentations of your finished Arguments Who is your audience? How should you dress?

Always… Thank the Audience Be Sure to Take Questions

Props PowerPoint Brochure Flyer Website Press Release Poster board Other Ideas?

Do You Remember C.R.A.P. ? Contrast Repetition Alignment Proximity

CONTRAST Black type :: white background Sizes :: draw the eye to the focal point White space :: use it wisely!

REPETITION Repeating Elements Colors Art (logos, pictures) Font Layout Navigation

ALIGNMENT Flush Left Flush Right Centered Justified Pick one alignment and stick with it!

PROXIMITY Grouping Elements Headlines close to their body copy Captions close to their pictures 3-5 Groupings per page Give it The Squint Test

Don’t forget C.R.A.P. Contrast Repetition Alignment Proximity

Typography Promotes the “feeling” / Sets the “tone” Pick 2 typefaces Headlines / Sub Heads / Body Copy Serif / San Serif Use bold and italic for emphasis

Typography Headlines Sub Heads Body Copy 1 serif / 1 San Serif Use bold and italic for emphasis

Type Sizes BIG TYPE --LITTLE TYPE-- Great for adding contrast!

Type Sizes Varying Sizes Adds Contrast Establishes a Hierarchy of Info Consistency is Key Keep “legibility” and “readability” in mind

How Much Info Per Slide? Not Much! A Bulleted List Five or Six lines of type Maybe 1 paragraph Better to break up long passages into two or more slides

Color Psychology

Color Psychology Do colors mean something? WARNING! JEALOUSY TRUST What about in other cultures?

Color Psychology Sources on the web… idArticle=112&idArea=16

How will your project be read? 4 Principles of Graphic Design Typographical Suggestions Color Psychology

Rhetoric & Arguments The Art of Persuasion How will you be read?