1. Methods of persuasion
Chapter 17 Recap

2. Aristotle’s three appeals
ETHOS
LOGOS
PATHOS

3. 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

4. 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

5. 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

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