NONFICTION: Persuasion

WHAT IS PERSUASION?  the action or fact of persuading someone or of being persuaded to do or believe something.

WHERE IS PERSUASION FOUND?  In nonfiction: Essays Letters Articles News reports Speeches Commercials /Advertisements Satire

PERSUASIVE TECHNIQUES  Ethos  Logos  Pathos

ETHOS Ethical Argument The Greek word ethos is related to our word ethics or ethical. A more accurate modern translation might be “image.” Aristotle uses ethos to refer to the speaker’s character as it appears to the audience. 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.

ETHOS EXAMPLE  “To put it in the terms of St. Thomas Aquinas: An unjust law is a human law that is not rooted in eternal law and natural law.” –Martin Luther King, Jr.  How is ethos used?

ETHOS EXAMPLE  “To put it in the terms of St. Thomas Aquinas: An unjust law is a human law that is not rooted in eternal law and natural law.” – Martin Luther King, Jr.  This quote uses a Saint’s opinion about divine law vs. secular law to make a point.

LOGOS Logical Arguments In our society, logic and rationality are highly valued and this type of persuasive strategy is usually privileged over appeals to the character of the speaker or to the emotions of the audience. However, formal logic and scientific reasoning are usually not appropriate for general audiences, so we must rely on a more rhetorical type of reasoning.

LOGOS CONTINUED For Aristotle, formal arguments are based on what he calls syllogisms. Logical argument involving three propositions: a formal deductive argument made up of a major premise, a minor premise, and a conclusion. This is reasoning that takes the form: – All men are mortal. Socrates is a man. Therefore, Socrates is mortal.

LOGOS CONTINUED Persuasion, to a large extent, involves convincing people to accept our assumptions as probably true and to take appropriate action. Similarly, exposing questionable assumptions in someone else’s argument is an effective means for preparing the audience to accept your own contrary position.

EXAMPLE OF LOGOS  “Anyone who lives inside the United States can never be considered an outsider anywhere within its bounds.” –Martin Luther King, Jr.  How is logos being used in this quote?

EXAMPLE OF LOGOS  “Anyone who lives inside the United States can never be considered an outsider anywhere within its bounds.” –Martin Luther King, Jr.  This is a fact. If you are a citizen of the United States, you are acknowledged as a citizen in every state. He uses this to point out the injustice of segregation.

PATHOS  Emotional Argument  Most of us think that we make our decisions based on rational thought. However, Aristotle points out that emotions such as anger, pity, fear, and their opposites, powerfully influence our rational judgments.  Due to this fact, much of our political discourse and much of the advertising we experience is directed toward moving our emotions.

PATHOS CONTINUED  Anger is a very powerful motivating force.  Aristotle says that if we want to make an audience angry we need to know three things: 1) the state of mind of angry people 2) who the people are that this audience usually gets angry at 3) on what grounds this audience gets angry at those people.

PATHOS CONTINUED  Of course, not all appeals to pathos result in violence or political action. Advertisements for consumer goods often aim at making us insecure about our attractiveness or social acceptability and then offer a remedy for this feeling in the form of a product.

PATHOS EXAMPLE  "Let us all hope that the dark clouds of prejudice will soon pass away and the deep fog of misunderstanding will be lifted from our fear-drenched communities, and in some not too distant tomorrow the radiant stars of love and brotherhood will shine over our great nation with all their scintillating beauty.” – Martin Luther King, Jr.  Why is this pathos?

 "Let us all hope that the dark clouds of prejudice will soon pass away and the deep fog of misunderstanding will be lifted from our fear-drenched communities, and in some not too distant tomorrow the radiant stars of love and brotherhood will shine over our great nation with all their scintillating beauty.” – Martin Luther King, Jr.  The bold words are intended to provoke a strong feeling in the reader.

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EXAMPLES  “One may well ask: “How can you advocate breaking some laws and obeying others?” The answer lies in the fact that there are two types of laws: just and unjust.” (Letter from Birmingham Jail)  “We all belong to one family; we are all children of the Great Spirit…” (Tecumseh)

EXAMPLES  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.  “We have waited for more than 340 years for our constitutional and God given rights.” (Letter from Birmingham Jail)

EXAMPLES  “So I, along with several members of my staff, am here because I was invited here. I am here because I have organizational ties here.” (Letter from Birmingham Jail)  “If we do not leave this place soon, we will end up yelling for help. We do not see anyone to help us here. So, leave this place and live”

EXAMPLES  “Why does it not cherish its wise minority? Why does it cry and resist before it is hurt? Why does it not encourage its citizens to be on the alert to point out its faults, and do better than it would have them? Why does it always crucify Christ, and excommunicate Copernicus and Luther, and pronounce Washington and Franklin rebels?” (Civil Disobedience)

EXAMPLES  “…objections which have been brought about against a standing army, and there are many, and deserve to prevail, may also at last be brought about against a standing government” (Civil Disobedience)