Thank You for Arguing Review

Thank You for Arguing Review
The Art of Persuasion

Chapter 1: Open Your Eyes
Argument is all around us Plays with our emotions, attitudes, decisions, impulses Need to “decode” argument’s “tricks” with rhetorical skills Pinnacle of persuasion Attainment of agreement + getting the audience to act + future tense (Ex. Son + Toothpaste) Benefits of studying rhetoric Leadership skills, speaking/writing persuasively, producing worthy content, convincing others to like you Example: Heinrich’s son left empty toothpaste; he agreed w son that real argument was it not happening again, son went to basement for more toothpaste.

Chapter 2: Set Your Goals
OFFENSE Chapter 2: Set Your Goals Fight – each disputant tries to win Argument – they try to win over an audience Deliberative Argument – argument about choices Set your goals for the audience Concerned with matters in future tense Concerned with what’s best for the audience Don’t try to outscore opponent, try to get your way Example: How to Seduce a Cop Cicero’s goals for persuasion Stimulate audience’s emotions (mood) Change its opinion (mind) Get it to act (desire to act) Example: Wife + Wine Deliberative Argument Ex: How to seduce a cop: wife is in labor (bombproof excuse) or play good citizen (ask for tips on watching speedometer) Cicero’s Goals Ex.: Gives wife glass of wine, plays soft music, lights candles, tells her she looks more beautiful by candlelight

Chapter 3: Control the Tense
OFFENSE Chapter 3: Control the Tense THREE CORE ISSUES TYPES OF RHETORIC Blame – Who moved my cheese? Past-tense (forensic) – threatens punishment Values – What’s morally right or wrong about abortion? Is there a God? Present-tense (demonstrative) – ends with people bonding or separating Choice – Should we build a plant in Camden? Beach or mountains this summer? Future-tense (deliberative) – promises a pay-off

Chapter 3: Control the Tense (continued)
Control the issue Do you want to fix blame? Define who meets or abuses your common values? Get your audience to make a choice? (YES!) Future – offer conjecture and choices; not facts Orphan Annie>only predicts sun will come up tomorrow Rhetorical trick - propose an extreme choice first Avatar>Titanic option to his wife Control the clock – keep argument in the right tense

Chapter 4: Soften Them Up
OFFENSE Chapter 4: Soften Them Up Three powerful tools of persuasion Character (ethos) – employs persuader’s personality, reputation and ability to look trustworthy Logic (logos) – uses what the audience is thinking Concession: seem to agree with opponents choice>use it against him Example: Calvin & Hobbes learning to ride a bike Emotion (pathos) – reads the audience’s feelings, shares the audiences mood Calvin & Hobbes Example: Dad – Look Calvin, You’ve got to relax a little. Your balance will be better if you’re loose. Calvin – I can’t help it! Imminent death makes me tense. I admit it!

Today’s Argument Lab P. 331 – 11/14/17 - List 2 Personal Rhetorical Goals and 3 Tools that Might Work Best for You p. 333 – 11/14/17 - Other Hand Experiment (develop 5 examples from the list provided) p. 334 – 11/14/17 - Other Other Hand Experiment (use the same 5 examples selected above) p. 334 – 11/14/17 - Foot on the Hill Experiment (select one of the positions provided)

Chapter 5: Get them to Like You
OFFENSE Chapter 5: Get them to Like You Decorum – meeting the audience’s expectations for tone, appearance and manners Act the way the audience expects – not necessarily like your audience (parents shouldn’t dress like their teen) Ex. Eminem’s 8-mile speech Get the group to identify with you and you have won half the persuasive battle Ex. Eminem is white, opponent is black, but attended prep school. Therefore, Eminem’s style and language made him more relatable.

Chapter 6: Make Them Listen
OFFENSE Chapter 6: Make Them Listen THE PERFECT AUDIENCE ARISTOTLE’S 3 ESSENTIAL QUALITIES OF ETHOS Receptive – sitting still, not throwing things at you Virtue (cause) – believe you share their values (which change by audience – Janet Jackson example) Attentive – willing to listen closely to what you have to say Practical Wisdom (craft) – appear like you know the right thing to do on every occasion Likes/Trusts You – finding you interesting, believable Disinterest (caring) – shows lack of bias, you only care about their interests (not your own) Janet Jackson was a paragon of virtue to you to young, pop culture fans; however, wardrobe malfunction at Super Bowl was not embraced.

Chapter 6: Make Them Listen (continued)
Avoid “Argument by the Stick” – making a credible threat Maintain “Relativism” – attaching values to the audience Example: Atticus Finch, To Kill a Mockingbird Example: College magazine Atticus loses his persuasive power for defending a black man accused of raping a white woman in the Old South Lincoln overcame similar situations by talking the audience’s talk (telling ethnic jokes) College magazine focused on college life, not scholarly material (kids loved it, profits soared, but dean didn’t, Heinrich’s pay didn’t grow)

Chapter 6: Make Them Listen (continued)
Pump-up Your Rhetorical Virtue Brag: about good things you’ve done Character References: get someone else to brag for you (Example: John McCain) Tactical Flaw: reveal some defect showing your dedication to the audience’s values (Example: George Washington) Changing Your Position: show how your opponent, or better, the audience itself, gave you new information that made the switch inevitable (Example: Dorothy Jr.’s Party Ploy) McCain didn’t talk his heroism, but many others did. Washington fumbled with his glasses and said forgive me, my eyes have grown dim the service of my country. Dorothy Jr. was invited to an unsupervised party, aware parents would try to call her friend’s parents, she flipped sides.

Chapter 7: Use Your Craft
OFFENSE Chapter 7: Use Your Craft Craft (phronesis) – audience thinks you know your craft and can solve the problem at hand Example: Animal House (Bluto) Example: More Han Solo than Yoda; more Edison than Einstein Show off your experience – it trumps book learning (Ex. War strategist vs. veteran) Bend the rules – unless it violates the audience’s values (Ex. Indiana Jones) Seem to take the middle course – make audience think your adversary’s position is extreme (Ex. Vice presidential choices) Bluto gives a rousing revenge speech after Dean Wormer expels the fraternity, but he lacks the credibility to inspire action. Indy, when being attacked by a skilled swordsman, pulls out a pistol. Clinton w Gore, Bush w Cheney, Obama w Biden.

OFFENSE Chapter 8: Show You Care Disinterest (caring) – combines selflessness and likability (Ex. Friend picks up dinner check) Reluctant conclusion – act as though you felt compelled to reach your decision (Ex. Kid borrowing car for date) Painful choice – act as if the decision hurts you personally (Ex. Brussel sprouts) Dubatio – seem to be in doubt about what to say (Ex. Lincoln in New York) Kid says he wants to walk his date to the movie, but there are no sidewalks; Dad asks, so you want to borrow the car; Kid says no I want you to call her father and tell him I can protect her and I’ll have a phone in case she gets hit by a truck. Look kid, I hate Brussel sprouts too. But I’ve learned to eat them because they make me smart. Lincoln was a political nobody during this presidential bid. What he lacked in background, was made worse by his appearance and accent. He did nothing to raise expectations when he warned the crowd they weren’t about to hear anything new. Then, he gave a first-class summary of the nation’s problems and how to fix them in a rational, lawyerly manner.

Today’s Argument Lab p. 345 – 11/15/17 - Snappy Answers Quiz (take the quiz, grade yourself, writer a brief summary of areas you need to focus on as we review) p. 349 – 11/15/17 - Tense Argument (pick one, write a one paragraph argument in each tense, identify which is most persuasive)

Chapter 9: Control the Mood
OFFENSE Chapter 9: Control the Mood Pathos – more than just feelings; it has to do with physical sensations – what a person suffers (pathology is the study of diseases) An argument can’t be pathetic, unless it is sympathetic Storytelling – A well-told narrative gives the audience a virtual experience, especially if it calls on their own past experience and you tell it in the first person Ex. Neighbor on Halloween Her son was wearing a boy scout costume; neighbor made boy cry by saying “if you turn out to be gay, you’ll be glad you met me” then looked at the mom and slammed the door in her face. If you want to change someone’s mood, tell a story.

Chapter 9: Control the Mood (continued)
OFFENSE Chapter 9: Control the Mood (continued) Volume Control – underplay emotion in an apparent struggle to contain yourself Simple Speech – don’t use fancy language when you get emotional Anger – direct an audience’s fury at someone by showing his/her lack of concern Patriotism – rouse your audience’s group feelings by showing a rival group’s success (Ex. Rival high school’s new stadium) Rival school builds new stadium; increases revenue; hires a top-notch coach; wins championship

Chapter 9: Control the Mood (continued)
Emulation – provide only the kind of role model your audience already admires (Ex. Post- terror attack/star athlete enlists) Unannounced Emotion – lets you sneak up on your audience’s mood. Don’t tip them off in advance – they’ll resist the emotion Desire (or lust) – helps get audience to move from decision to action (Ex. Bikini-clad model next to a car) Persuasion gaps – find them; fill them with desire (Ex. iPhone to Apple Watch) Marine recruiter uses example of a star athlete enrolling to serve his country following an attack. Apple created the iPhone, wildly popular; wants to sell more to their customers, sees interest in linking fitness technology >> Apple Watch

Chapter 10: Turn Down the Volume
OFFENSE Chapter 10: Turn Down the Volume Passive voice – pretend things happened on their own (Ex. Intelligent design) Cognitive ease – when the audience’s brain is on autopilot, it is more susceptible to persuasion System One – the Homer Simpson state (I say 2+2=?; you say 4) System Two – the Thinker (one who works on hard problems, like you during a math quiz) Comfort – achieved through simplicity and empowerment (Ex. Spouse supermarket incident) Advocates of biblical creationism argue that some biological phenomena are too complex to explain, perhaps because they are really intelligently designed. These persuaders don’t have to defend their designer-in-chief (God). System Two thinkers ask questions, figures things out, is skeptical. Good news – Twos like to hold back because he’s trying to save resources (why you feel tired after a test). This makes it easier to call on the Homer in our audience’s brains. Spouse comes home furious after being cut-off in line. Wrong way – I wonder whether there’s a sociopathic connection there, in which someone who’s a rule-breaker in line might be explary otherwise. We should debate this together – unless you find such a topic over your head – with a glass of your pinot grigio. Right way – What a jerk. Why don’t a pour you some wine? Red or white?

Chapter 10: Turn Down the Volume
OFFENSE Chapter 10: Turn Down the Volume Humor – right kind will assuage anger Urbane humor – depends on an educated audience; relies on word play (Ex. British General) Wit – is dry, mildly amusing; plays off a situation (Ex. St. Patrick’s Day Stationary) Facetious humor – joke that is supposed to make you laugh (Ex. Laura Bush, Correspondents Dinner) Banter – form of attack and defense consisting of clever insults and snappy comebacks (Ex. Mama Jokes) Concession: agreeing to a point to use it against your opponent (Ex. Churchill) Backfire: inspires sympathy by exaggerating the audience’s emotions (Ex. Volcano in Oregon) British general captured the Indian province of Sind in 1843 – he alerted his superiors with one word Peccavi (Latin for I have sinned). Reagan asked Justice Roberts if it would be appropriate to send the Irish ambassador stationary printed with An Teach Ban (Gaelic for “The White House). Roberts replied that there was no legal problem, but Reagan better fact check, “for all I know, it means Free the IRA.” Laura Bush set-up her husband by telling an off-color joke about his recent contact with an amorous male horse. It was funny enough to detract from more controversial issues and gave her husbands ratings a boost. Comment: Your mama’s so fat, when she hauls a** up the steps, she has to make two trips. Response: Man, that snap was staler than your breath. Lady Astor: Winston, if you were my husband, I’d flavor your coffee with poison. Churchill: Madam, if I were your husband, I should drink it. Heinrichs placed Mt. St. Helen’s in Oregon. He went to his boss before it was noticed and said he was dying over it. His boss said don’t be so hard on yourself.

Chapter 11: Gain the High Ground
OFFENSE Chapter 11: Gain the High Ground The Advantageous – an outcome that gives the audience what it values (Ex. Toddler’s oatmeal) Babbling – when your audience repeats things over and over it is probably a commonplace (Ex. I don’t want my taxes to go up) Commonplace label – a viewpoint your audience shares; represent beliefs or rules of thumb, not facts (Ex. America is the land of opportunity) You don’t need to share the commonplace opinions, just use them as a jumping off place Parent says, eat half your oatmeal and then you can fling your bowl at your brother. Political discussion between friends, on tries to show downside of deficit rising. The other keeps say, “I don’t want my taxes to go up.”

Chapter 12: Persuade on Your Terms
OFFENSE Chapter 12: Persuade on Your Terms Stance – before you argue, take your position: If facts work in your favor, use them If not, redefine terms If that doesn’t work, argue that your opponent’s position is less important that it seems When all else fails, claim the discussion is irrelevant Example: Kid smuggling candy Suppose a father catches his kid smuggling a candy bar into her room before dinner. Heinrichs would advise: That the facts don’t work – she was caught red-handed. She could redefine the situation and say she was hiding it from her brother before he grabbed it for desert (but that’s kinda lame – risks making dad angry). She could take the position that she didn’t have lunch and was faint. If that fails, she could use her last fall back: Dad has no right to judge her, he had a cookie when he got home from work.

OFFENSE Chapter 12: Persuade on Your Terms Term changing – don’t accept the terms your opponent uses; insert your own Redefinition – accept your opponents terms while changing their connotations (Ex. Liberal/ Conservative) Definition jujitsu – if your opponent’s terms actually favor you, use them to attack (Ex. Egghead) Definition judo – use terms that contrast with your opponent’s, creating a context that makes them look bad (Ex. Airline Magazine) Commonplace words – key words that form commonplaces (Mr. Burns changes meltdown to nuclear fission surplus) Conservative: My opponent is another tax-and-spend liberal. Liberal: Liberal doesn’t mean tax-and-spend. That’s just a nasty label. Liberal means caring about working class families. My opponent is a conservative, which means robbing from the working class to give to the rich. Sibling: You’re talking like an egghead. You: Yes. I’m talking like an egghead, if talking like an egghead means I’m educated. If you’re insecure about your own lack of knowledge, don’t go attacking me. Now, can we discuss mom’s insurance options? The opponent introduces a professional, fully-staffed expensive magazine to the airline. Heinrichs and his client propose a non-professional, but fun magazine that replaces in-flight movies with humorous summaries of new flicks, cartoons, doodling contests, etc. Meltdown has a negative connotation, Mr. Burns swaps it out with a less “nuclear” term. Other arguers have replaced words like chemicals and logging to avoid commonplaces.

OFFENSE Chapter 12: Persuade on Your Terms Framing – identify commonplaces, define the issue in the broadest context, deal with the specific problem in future tense (Ex. Abortions Should be Safe, Legal, and Rare) A political campaign run sought to win over pro-life advocates by associating with their belief in lack of government intervention and asserting abortions would be rare under their future administration.

Chapter 13: Control the Argument
OFFENSE Chapter 13: Control the Argument Tools of Logos – let you apply facts, values and attitudes to a problem Enthymeme – rhetoric’s version of the syllogism (deductive argument using a major premise, minor premise, and a conclusion) Stakes a claim and then bases it on commonly accepted opinion (commonplace) It eliminates the middle line (because it is painfully obvious – and BORING) A little packet of logic, it can provide protein to an argument filled with emotion Example: Babes go for Corvette owners. You should buy a Corvette.

Chapter 13: Control the Argument
OFFENSE Chapter 13: Control the Argument Logic Reminders Deductive – starts with a premise (commonplace=proof) and applies it to a specific case to reach a conclusion (Ex. all men are mortal >Socrates is mortal) Inductive – works the opposite, taking specific cases and using them to prove a conclusion (Ex. Socrates, Cicero and all others born more than a century ago are dead > Therefore, all humans are mortal) Works great when the audience’s commonplaces don’t’ fit for you (Ex. Taxes and Republicans) Facts, comparisons, stories – three kinds of examples to use in inductive logic The commonplace here would be that Republicans don’t raise taxes. This doesn’t work for Annie, who thinks Republicans and Democrats are a different species. Annie has to come up with some serious proof to change Kathy’s mind: Annie (to Kathy): I live in a Republican state, and my taxes keep going up. Your own mayor is Republican, and look how much taxes have increased in your city. Plus, Congress keeps borrowing money. How do you think they'll ever reduce the deficit? It just shows that both parties inevitably raise taxes. The Democrats are simply honest about it. And given two politicians, I’ll vote for the honest one.

OFFENSE Today’s Argument Lab p. 350 – 11/16/17 - Enthymeme Construction (pick three commonplaces and apply a conclusion to each) p. 352 – 11/16/17 - How Ironic (pick two slippery-slope arguments and counter with an ironic concession) p. 353 – 11/16/17 - Word Flip (pick five terms to redefine) p. 355 – 11/16/17 - Ill Logic (pick one fallacy and write a short, convincing argument – see Ch 14 or your infographic for a refresher)

Chapter 14: Spot Fallacies
DEFENSE Chapter 14: Spot Fallacies Logical Fallacies - 3 primary sources Bad proof - includes false comparison (lumping examples into wrong categories); bad example and ignorance as proof (asserting lack of examples prove something) Wrong number of choices – offering just two choices when more are available; or, merging two or three issues into one Disconnect between proof and conclusion –proof/conclusion are the identical, a sneaky distraction, or proof fails to lead audience to conclusion

DEFENSE Chapter 14: Spot Fallacies Seven Deadly Sins False comparison – two things are similar, so they must be the same (I’ve never had an accident, so I can’t have one now) Bad example – the proof is false, unbelievable, irrelevant, or wrongly interpreted (Lebron wears Nike sneakers, buy them and you’ll become a basketball star) Ignorance as proof – Lack of examples prove something doesn’t exist (Because my theory hasn’t been disproved, it must be true)

DEFENSE Chapter 14: Spot Fallacies Seven Deadly Sins (continued) Tautology – proof/conclusion are the same thing (We won’t have trouble selling this product because it is marketable) False choice – number of choices given not the actual number available (When did you stop beating your wife?) Red Herring – distracts the audience to make it forget the main issue (variation of Straw Man that sets up a different issue that’s easier to argue (Wife: who drank all the juice? Husband: tell me why the dishes aren’t done?

DEFENSE Chapter 14: Spot Fallacies Seven Deadly Sins (continued) Wrong ending – proof fails to lead to the conclusion Most common form is slippery slope which predicts dire series of events stemming from a single choice Ex. If I let you skip dinner, then I’ll have to let the other kids skip dinner

DEFENSE Chapter 15: Call a Foul Biggest foul – turning an argument into a fight (or a distraction); otherwise all fallacies are fair game in rhetoric Fallacy of power – guy at the top wants it, so it must be good Yogiism – a figure of logical nonsense named after Yogi Berra, who said, “No one goes there anymore. It’s too crowded.” Good money after bad – trying to rectify a mistake by continuing it (Ex. Company makes a bad merger, continues to pour money into it)

DEFENSE Chapter 15: Call a Foul Appeal to popularity – a pathetic claim (Ex. All the other kids make fun of me for taking the bus) Paraprosdokian – attaching a surprise ending to a thought (Ex. To commit suicide in Buffalo, would be redundant) Wrong tense – it is ok to use sermonizing, demonstrative rhetoric to get the audience on your side, but then you must switch to the future Right way – precludes a choice, eliminates the argument (Ex. Christmas peaches) Dorothy Sr. serves canned peaches every Xmas Eve, even though no one likes them. Heinrichs asks, Why can’t we start a new tradition. She says, if its new it isn’t a tradition. Can’t we just enjoy Xmas the right way?

DEFENSE Chapter 15: Call a Foul Humiliation – seeks to gain upper-hand by embarassing victims (Ex. Cop Under the influence) Inuendo – an insulting hint (Ex. Tie at the office) Threat – argument by the stick (Ex. Five good reasons) Nasty Language or signs Utter stupidity (Ex. Yes you did; No I didn’t) Lenny: So then I said to the cop, “No you’re driving under the influence…of being a jerk” Chief: Well, let me ask you this: shut up. Boss: It’s nice to see you wearing a tie. Heinrichs: I always wear a tie (boss chuckles). Heinrichs: Well, I’m just happy you’re not wearing women’s underwear this morning. Lucy to her little brother: I’ll give you five good reasons, she says closing each finger into a fist.

Chapter 16: Know Whom to Trust
DEFENSE Chapter 16: Know Whom to Trust The disinterest disconnect – Is there a gap between your interest and the persuader’s interest? If so, don’t trust without verifying (Ex. mom buys a pool table) The dodged question – ask who benefits from the choice. If you don’t get a straight answer, don’t trust that person’s disinterest. The virtue yardstick – does the persuader find the sweet spot between the extremes of your values? (Ex. gift price range) The extremist detector – An extremist will describe a moderate choice as extreme (Ex. Arctic drilling) There are some basic tools to tell how much you should trust someone (see bullets). Heinrichs mom went to buy a shirt and returned with a $2,000 pool table one Father’s Day. His dad was a cheapskate who hated games. The salesman sweet-talked mom and got a fat commission. A virtuous salesman will ask for a price range. You say, $ He will find something that costs $75. Environmental extremists want to prevent a sensible energy policy, which is why they’re trying to block careful, animal-friendly drilling in the Arctic National Wildlife Refuge.

Chapter 17: Find the Sweet Spot
DEFENSE Chapter 17: Find the Sweet Spot That depends – a trustworthy persuader matches her advice with the particular circumstances instead of applying a one-size- fits-all rule (Ex. Potty training) Comparable experience – the practically wise persuader shows examples from his own life (Ex. Bocce ball) Sussing out the real issue – a trustworthy persuader sees your actual needs, even if you haven’t mentioned them (Ex. Dr. House) How to assess practical wisdom, do they ask that depends? Offer comparable experience? And, suss out the real issue? Unwise answer – I don’t believe in potty training – let the child determine when she’s ready. Even less wise – No later than age 2. Practically wise answer – That depends on the child. Does she show interest? Are you willing to put in the effort? Are diapers giving you any problem? Suppose mom didn’t buy the pool table, but asked about the bocce ball set instead. The practically wise salesman would say, “I’ve played with that set, it depends on your lawn. The balls go all over the place if you have any stones or rough spots.” Dr. House had lousy bedside manner, but he was able to look beyond the obvious symptoms and find the obscure issue.

DEFENSE Today’s Argument Lab p. 356 – 11/17/17 - Mirror Craft – (pick two statements and develop a chiasmus) p. 357 – 11/17/17 - Contrasting (pick an issue and list five simple sentences) p. 358 – 11/17/17 - Verbing Fest (create five new verbs and definitions) p. 358 – 11/17/17 - Tropical Punch – (pick five items and develop a metaphor and belonging trope for each) p. 359 – 11/17/17 - Halo Construction (pick one example and develop a halo)

Chapter 18: Get Instant Cleverness
ADVANCED OFFENSE Chapter 18: Get Instant Cleverness Coyness – the oh-you-shouldn’t-have figure (Ex. Cheapskate) Dialogue – use it to add realism to storytelling (Ex. Austin Powers/Scott Evil) Speak-around (periphrasis) – uses a description as a name (Ex. “She Who Must Be Obeyed”) Repeated First Words (anaphora) – uses initial word(s) throughout speech (Ex. Holy Grail) Heinrichs says we should use figures to freshen our language. Some figures to consider are: Cheapskate: No, let me…Really? Are you sure? Scott Evil: Well my friend Sweet Jay took me to that video arcade in town, right, and they don’t speak English there so Jay got into a fight and he’s all, “Hey quit hasslin’ me cuz I don’t speak Frentch” or whatever! And then the guy said something in Paris talk, and I’m like, “Just back off!” And they’re all, “Get Out!” And we’re like, “Make me!” It was cool. Monty Python and the Hoal Book of Armaments: Brother: And, St. Atilla raised the and grenade up on high say, “Oh, Lord…” Maynard: Skip a bit Brother. Brother: And, the Lord spoke saying, “First….”

ADVANCED OFFENSE Chapter 18: Get Instant Cleverness Multiple yoking (diazeugma) – the play-by- play (Ex. Hockey announcer) Idiom – combines words to make a single meaning (Ex. The whole ball of wax, Greek to you, breaking bread) Self-answering question (hypophora) – ask a rhetorical question and answer it (Ex. Protestors) Tropes – swap one image or concept for another: metaphor, irony, synecdoche, metonymy Announcer: Labombier takes the puck, gets it past two defenders, shoots…misses…shoots again, goal! Protestor: What do we want? Justice! When do we want it? Now! Tropes Metaphor – makes one thing stand for another (moon is a balloon) Irony – swaps the apparent meaning for the real one Synecdoche – swaps a thing for a collections of things (White House) or makes a representative stand for the whole (wheels for a vehicle) Metonymy – takes a characteristic and makes it stand for the whole (“red” for a red-haired person)

ADVANCED OFFENSE Chapter 18: Get Instant Cleverness Cliché twist – concede your opponent’s cliché and then mess it up deliberately (Ex. Book) Yoda technique (chiasmus) – creates a crisscross sentence (Ex. JFK) Dialysis – offers a distinct choice: either we do this or we do that (Ex. GW Bush) Antithesis – weights one argument next to another (Ex. Outsourcing business) Mrs. Yosler says: Rebecca is a great book for killing time. Julia: sure, if you like it better dead. JFK: Ask not what your country can do for you, ask what you can do for your country. Bush: You’re either with us or you’re with the terrorists. Businessman: Our competition outsourced its call center, saved 20%, and lost 10% of its customers; we kept things domestic, gained market share, and came out ahead.

ADVANCED OFFENSE Chapter 18: Get Instant Cleverness Correction Figure (epergesis) – edit yourself aloud, interrupt yourself (Ex. Moe) No-Yes Sentence (dialysis) – repeats the opponent’s word with “no” after it followed by a new improved word (Ex. New System) Litotes – figure of ironic understatement, usually negative (Ex. Daughter Going to School) Climax (anadiplosis) – uses the last part of a clause to begin the next clause (Ex. Ben Franklin) Moe: I’m better than dirt. Well, most kinds of dirt, not that fancy store-bought dirt.. I can’t compete with that stuff. Coworker: She says they’re using the new system. You: New, yes. Systematic, no. Daughter: I’m going to school. Bye. Dad: You’re not exactly dressed for the part. Franklin: A little neglect may breed mischief…for want of the nail the shoe was lost; for want of a shoe the horse was lost; and for want of a horse the rider was lost.

ADVANCED OFFENSE Chapter 18: Get Instant Cleverness Verbing – changing nouns to verbs and nouns to adjectives (Ex. Desking) Like (parelcon) – a word gets stripped of its meaning and used as a filler (Ex. Y’know, Um)

Chapter 19: Speak Your Audience’s Language
ADVANCED OFFENSE Chapter 19: Speak Your Audience’s Language Code grooming – using insider language to get an audience to identify with you an your idea (Ex. Text Language) Repeated code words – find specific commonplace terms that make a group bond, and use them again and again (Ex. GW Bush) Reverse words – find words that mean the opposite of the ones our opponent used. Avoid repeating your opponent’s terms when you deny them (Ex. Department Goals) If you want to define a group of people – or rather see how they define themselves – look for the language that makes them most comfortable. Code language determines who’s in and who’s out of our personal circle. It reveals what we value. Lol, ttyl – or if your me to my kids NCIO (No Clue, I’m Old) Bush Faithful Code: I believe Bush Female Code: I understand, peace, security, protecting Bush Military Code: never relent, whatever it takes, we must not waver, not on my watch Opponent: Your department is failing to meet its goals. Right Answer: Well, we aren’t breaking records yet.

Chapter 20: Make Them Identify with You
ADVANCED OFFENSE Chapter 20: Make Them Identify with You Identity strategy – brings your audience and your choice together in one right happy, tribe (Ex. MIL and Thanksgiving) Irony – saying one thing to outsiders with a meaning only revealed to your group (Ex.Wayne’s World Suck Cut) Code inoculation – be aware of the terms that define the groups you belong to, and watch out when a persuader uses them Tools to get the audience to identify with you and your idea/choice: The husband is trying to avoid flying his MIL’s house for Thanksgiving. The wife is still undecided. He imitates MIL’s southern accent (You’re coming this Thanksgiving ahn’t you?) to make his wife part of an inside joke, while placing her mother on the outside. Then, he says You know I love your mother. I’ll support whatever decision you make (tests show love and support are super code words among women voters). Mrs. Y (ironically): I find that clean desk creates the right moral climate for students. Clean desk, clean minds.

Chapter 21: Lead Your Tribe
ADVANCED OFFENSE Chapter 21: Lead Your Tribe Identity – Get people to describe themselves. Usually the first thing they mention reveals their best sense of who they are. And most people will do just about anything to live up to that identity (Ex. Mother, marine, teacher) The halo – Sum up the issue in a few words. Suss out the values of your audience. Find a representative piece of the issue that can symbolize those values (Ex. Small pox vaccine) To get the tribe/audience to follow you use these tools: Mother: I’m a mother. I have two beautiful children. I’d do anything for them.” Translation: I believe in family and sacrificing for love. Marine: I’m a marine. Semper Fi. Translation: I value belonging to an elite group and in being loyal. Teacher: I’m a teacher. I can take student who hates math and turn her into a lover of differential calculus. Translation: I value education, math in particular, and believe that you people can be transformed. I also believe in inspiration. Issue: Scars from vaccine are bad. Commonplace values: Solders take pride in doing the right thing, courage, withstanding pain, sacrifice for the greater good. Halo: Scars are badges of honor, symbols of sacrifice, noble wounds. So, they setup a website saying who the scars are for: “my scar is for my country” “my scare is for my kids” “my scar is for my dog”

ADVANCED OFFENSE Today’s Argument Lab p. 359 – 11/20/17 - Word Plant (pick one word and write a paragraph) p. 360 – 11/20/17 - Reluctant Conclusion (pick an opinion you hold and write a paragraph) Word Plant – pick a single word that you want to plant in an audience’s head – repeat the word several times in your argument. Ex. Memes: Our friendship is like a meme catalog. Some days we’re the LOL meme; other days we’re the crying meme; but always you meme the world to me. Reluctant Conclusion - Take an opinion you hold in politics, food, literature, whatever. Turn it into a one-paragraph conclusion. Ex. A person like me should love everything Taylor Swift does. She’s a wonderful songwriter, combines folk and country, and sings like an angel. But the AutoTuned tracks she’s been putting out, with the disco beats, make her music sound like everybody else.

Chapter 22: Avoid Apologizing
ADVANCED OFFENSE Chapter 22: Avoid Apologizing Set your goals Be first with the news Switch immediately to the future Enhance your ethos Don’t apologize Volcano Example Heinrichs placed Mt St Helen’s in Oregon; Governor of WA wrote and asked for the volcano back Set goal – job security First w news – he was able to deliver the bad news to boss on his own terms then rapidly… Switch to the future – send a model volcano with a nice note thanking the governor for letting him borrow it Enhance ethos – after screw-up, showed practical wisdom (ability to adapt to circumstances/handle an unexpected situation); disinterest (appeared to only care about the governor/not saving his job); and virtue (showed his own high standards) Don’t apologize – it belittles you; rather, show you care and can fix the problem. If you feel rotten, show that you’re unhappy for not meeting your own high expectations.

Chapter 23: Seize the Occasion
ADVANCED OFFENSE Chapter 23: Seize the Occasion Kairos – rhetorical timing, an ability to seize the persuasive moment (Ex. Stalin) Moment spotter – when an audience’s mood or beliefs are on the move, you have a persuasive moment (Ex. Newton, Ct) Stalin would sit mute in meetings until the very end. If there was any disagreement, he would weigh in on one side and settle the matter. He did this so often that comrades would look at him toward the end of every meeting, waiting for his judgment. In a party of “equals,” he made himself more equal than anyone else (despite being an ill-dressed peasant among well-bred colleagues). Commonplace prior = everyone has a right to arm themselves. Commonplace after = children need to be protected from armed lunatics. Time was right for congress to propose modest legislation.

Chapter 24: Use the Right Medium
ADVANCED OFFENSE Chapter 24: Use the Right Medium What’s the timing? Response time expectation, message length needed What combination of appeals would persuade your audience best? Sound – most rational in regard to spoken voice (however, music is emotional) Smell – most pathetic (perfume, gun powder, or a diaper can trigger a strong emotional response) Sight – leans toward pathetic, we tend to believe what we see; what we see determines how we feel (however, type on a page creates a purely logical response) Touch – is pathos, literally what we feel Taste –is again pathos When you seize the moment, make sure you use the right medium for your argument. There are several factors to consider, timing, the kind of appeal (ethos, pathos or logos), and the sort of gestures you want to make.

Chapter 24: Use the Right Medium
ADVANCED OFFENSE Chapter 24: Use the Right Medium What gestures will help your appeal? Includes both literal and figurative (everything from a smile to a bonus check) Tips to selecting a medium: conveys logos (type on a page), but avoid it if you want to express empathy (Ex. Radio Shack) Texts are all ethos (instant and short-lived); it is mainly about identity Blogs and Twitter bring like-minded people together (only follow what interests you) Phone Calls – strictly logos, one of the most rational medias (only spoken voice) Radio Shack sent a workforce reduction communication via – made it seem like people were being fired by a robot.

ADVANCED OFFENSE Today’s Argument Lab p. 361 – 11/22/17 - Constraining Factors – (pick one topic and one constraint) p – 11/22/17 - Corporate Petri Dish – (pick one topic and write a paragraph) Persuasive Speech Planning Constraining Factors – choose a topic for an argument (gun control, cats’ superiority to dogs, the best Hollywood actress, etc.) and try conducting it with either Twitter, a phone (no video skyping), and audience that’s hot and tired, laryngitis Corporate Petri Dish – Choose one of the examples of corporate screw ups and show how to enhance your own ethos (similar to how Heinrichs upped his virtue with the volcano displacement) Persuasive Speech – see handouts

Chapter 25: Give a Persuasive Talk
ADVANCED AGREEMENT Chapter 25: Give a Persuasive Talk Consists of invention, arrangement, style memory, and delivery Invention – What do I want? Is it my goals to change the audience’s mind, mood, or willingness to do something (Ex. Town Meeting) Complete this stage by: Determining the type of rhetoric Defining the issue as simple or complex Identifying the audience’s values Developing a central argument packet Goal: Heinrich’s wants to convince the meeting attendees to change the noise ordinance (act/do something). So he prepares by determining: Type of rhetoric: future choice (deliberative) using the audiences existing values (he’s also decided to avoid blame). Issue: Simple – either the town wants the ordinance or not. Considering both Sides of the Argument: Opponent = rights and freedoms that a noise ordinance will trample. Heinrichs = noise in general – leaf blowers are just the last straw, adding to motorcycles, guns, teens squealing tires, and all the other acoustic tortures of life in modern America. Values: The town mission statement includes “the quiet rural nature of our town” among its values. On the other hand, commonplaces include “a person has a right to do with what he wants on his property” and the state license plate, “live free or die.” Central Argument Packet: He decides to focus on rights instead of quiet, because his opponent will stress rights (and Heinrichs will counter). He plans to talk about how the noise is ruining our chance to enjoy our own property (deer shyer, napping outside is harder). He’ll then give examples of how things will continue to deteriorate without the ordinance. Then, he’ll ask for a show of hands of how many people think noise will keep them from enjoying their property.

ADVANCED AGREEMENT Chapter 25: Give a Persuasive Talk Arrangement – organization should be: ethos, logos and then pathos Introduction – wins interest/good will of audience Narration – tells the history of issue or lists your facts (or both). Give facts chronologically and be predictable (sound usual, expected, natural) Division – list the points where you and opponent agree/disagree. Get into definitions: it’s a rights issue, a practical issue, a biological issue, etc. Proof – use your argument packet and examples* Refutation – destroy your opponent’s arguments here Conclusion – restate your best points and get emotional (a little) Ethos: Start by getting the audience to like you through your shared values, good sense, and concern for their interest. Logos: launch into argument, state the facts, make your case, prove you point logically, smack down your opponent’s argument. Pathos: End by getting the audience charged up, through patriotism or anger (really any motion that leads to action). **Proof should take the longest part of your speech – bring in all your strengths of examples and premises, as well as causes and effects.

ADVANCED AGREEMENT Chapter 25: Give a Persuasive Talk Style – the way we write or speak has virtues and vices Virtues Proper language – fits the occasion and audience Clarity – message should be obvious Vividness – create a rhetorical reality before the audience’s eyes (works best in narration) Decorum – fit in with the audience Ornament – rhythm of your voice and cleverness of your words

ADVANCED AGREEMENT Chapter 25: Give a Persuasive Talk Memory – method for creating an inventory of thoughts and ways of expressing them Personal memory house Delivery – acting out the speech; has to do with body language, voice, rhythms, breathing Ideal voice has volume, stability, flexibility Don’t call attention to gestures (be subtle) Grees would construct an imaginary house or scene in their head with empty spaces to fill with ideas. We have parallels to this architectural memory today – ex. PowerPoint. The idea is you can duck into your memory house (or slide) and pull something out.

Chapter 26: Capture Your Audience
ADVANCED AGREEMENT Chapter 26: Capture Your Audience Cicero’s outline – introduction, narration, division, proof, refutation, conclusion Identity strategy – distinguish your audience from outsiders (use commonplaces); make them believe they’ll be better people if they do what you want Enargeia – envision your choice, so the audience sees it as the fulfillment of a dream; dramatize your narration (Ex. Obama) Figures of speech – a balancing figure can make the complex seem simple Use identity tools and figures of speech to gain the audience’s attention, such as: Enargia – Obama: One March was interrupted by police gunfire and tear gas, and when the smoke cleared, 280 had been arrested, 60 were wounded, and one 16-year-old boy lay dead. At a recent labor convention, Obama was talking about the Memphis strike 40 years ago. While in the past, it invoked strong emotions to add interest to his speech. Figures of speech - use one word like “Tomorrow” to sum up your argument; start a new sentence without finishing your last one “Our challenges may be new. The instruments with which we meet them may be new. But those values upon which our success depends – honesty, hard work, courage, loyalty – these things are old.”

Chapter 26: Capture Your Audience
ADVANCED AGREEMENT Chapter 26: Capture Your Audience Figures of thought – list your proposals in the form of a vision (Ex. Librarian's convention) Channeling – associate yourself with the audience’s heroes – sound like the heroes Figures of Thought: Obama described making books as easy to get as McDonald’s take-out, ice cream truck orders, borrowing kiosks, easily accessible reading lists, etc. To librarians – this sounded like a dream, utopia. Channeling – Homer Simpson (add in a lot of doh’s, donuts and other Homerisms)

Chapter 27: Using the Right Tools
ADVANCED AGREEMENT Chapter 27: Using the Right Tools Offense – think of your goals, set the tense, and know your audience’s values and commonplaces. Then, use ethos, logos, and pathos (in that order!) Defense – when you don’t know what to say, try conceding, then redefining your concession, and switching to the future tense (Ex. Welfare mothers) Concession/Re-framing: You: I think we need to increase the Head Start budget. A third of the kids in this country live below the poverty line, unless we give them a decent breakfast and some early education, we’re just asking for trouble when those kids grow up. Opponent: Well, I think just the opposite. We should cut aid to poor families. Welfare mothers are lazy and a drain on society. You: Yeah, I’m sure there are laze people on welfare (reframe – take out personal “mothers”). But the question is, how can spend the least federal money over the long run? A kid in Head Start is much less likely to end up in prison. I’d rather the kid got a job than have to support him behind bars.

Chapter 28: Run an Agreeable Country
ADVANCED AGREEMENT Chapter 28: Run an Agreeable Country Rhetoric could help lead us out of our political mess America’s founders were inspired by Greek rhetoricians. They wrote to each other in Latin, commissioned artists to paint them in togas, and channeled their Greek heroes in their speeches. Most importantly, they based our government on the Greek idea of democracy. Further, they created a system of checks and balances to avoid factionalism. With all of the checks and balances, our forefathers assumed that government business would be accomplished via rhetoric. They said legislation would be passed through a chosen body of rhetorically trained citizens. They projected representatives would be those with the best liberal arts education. Unfortunately, political parties eventually rose among the representatives (creating the factions our forefathers dreaded) and civil debate went out the window – brining us to our current situation. Today, We connotate argument with values that cannot be deliberated (stem cell research, abortion, gay marriage). This places us in the present tense and created tribes. The solution: teach rhetoric in high school and higher education. Rhetorically-trained individuals are less sensitive, more System 2 thinkers (sorry Homer), who are willing to talk and listen to one-another.

ADVANCED AGREEMENT Today’s Argument Lab Complete the reflection chart on the back of your Argument Lab direction worksheet List and explain five concepts you will apply from this book and how you will seek to apply them in everyday life, present and future Determine your topic for the Persuasive Talk (be prepared to share on Wednesday)

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