Aristotle’s Three Ways to Persuade

1. Aristotle’s Three Ways to Persuade Logos Ethos Pathos

2. Who is Aristotle? Aristotle (384-322 BCE)is the most notable product of the educational program devised by Plato. Aristotle wrote on an amazing range of subjects, from logic, philosophy, and ethicsto physics, biology, psychology, politics, and rhetoric.

3. What is rhetoric? Rhetoric is the art of persuasion. The goal of persuasion is to change others’ point of view or to move others to take action.

4. What is logos, ethos, and pathos? Logos = Logic Ethos = Ethics, Image Pathos = Emotions (Passion)

5. Logos, Ethos, Pathos Using logos, ethos, and pathos will help you to master the art of persuasion. • Through language, you will be able to change the point of view of others! • Through language, you will be able to motivate others to take action!

6. Logos

7. Logos Logos is an argument based on LOGIC. Facts Evidence Reason Scientific Method Proof Using logos means appealing to the readers’ sense of what is logical.

8. Logical Argument • Common two types: • Deductive • Inductive

9. Logos • Deductive reasoning: • Begins with a generalization • Cites a specific case related to the generalization • Ends with a conclusion based on the above

10. Logos • Example of deductive reasoning: (from Aristotle) • All men are mortal. (generalization) • Socrates is a man. (specific case) • Socrates is mortal. (conclusion about the specific case)

11. Logos • Inductive reasoning: • Begins with several pieces of specific evidence • Draws generalization and conclusion from this evidence

12. Ethos

13. Ethos Ethos is an argument based on character. Using ethos means the writer or speaker appeals to the audience’s sense of ethical behavior. The writer or speaker presents him or herself to the audience as credible, trustworthy, honest and ethical. “I am an ethical expert, so believe what I say.”

14. Factors of Credibility or Ethos • Competence • How an audience regards a speaker’s intelligence, expertise, and knowledge of the subject. • Character • How an audience regards a speaker’s sincerity, trustworthiness, and concern for the well-being of the audience.

15. Ethos? Ethos?

16. This picture was take a short time before Tower Two was hit. • As the evacuees were leaving, one took this of a firefighter working his way up to the floor that would eventually be hit. • His face is calm. He is moving. He is doing his job as he pledged. • What does his profession and his attitude say of his ethos?

17. Anthony Sowell

18. Anthony Sowell • Charged with killing 11 women and dumping their remains around his property told police "I guess I did that" when asked about the bodies found in his home, according to an interrogation video played Thursday for jurors in his murder trial.

19. Anthony Sowell • Sowell told detectives that he heard in his head a voice that told him not to go into a third-floor bedroom where two bodies were found. • He told them about "blackouts" and "nightmares" in which he would hurt women with his hands. • He told detectives that he began losing control of his anger about the time the victims started disappearing.

20. Anthony Sowell • What do Sowell’s comments say about his believability, creditability and trustworthiness? • Would you believe him if he said he was telling the truth?

21. Rick Perry Texas Governor Rick Perry, former Presidential Candidate.

22. Rick Perry’s Campaign Website • A true conservative, Rick Perry is the only Texas governor since WWII to cut general revenue spending. He signed historic tax cuts and some of the strongest lawsuit reforms in the country. Since June ‘09, more than 40 percent of all net new jobs in America have been created in Texas.

23. Rick Perry Facts • Back in 1988, Rick Perry supported Al Gore for president.  In fact, Rick Perry actually served as Al Gore's campaign chairman in the state of Texas that year.

24. Rick Perry Facts • Rick Perry actually issued an executive order in 2007 that would have forced almost every single girl in the state of Texas to receive the Gardasil vaccine before entering the sixth grade.

25. Rick Perry • As a voter, do you listen more to his facts, or facts provided by the opponent? • How might his facts be skewed? • How might the opponent’s facts be skewed? • How does the image of Perry assist or hurt his ethos?

26. Pathos

27. Pathos Pathos = argument based on feelings. Advertising Faith Imagination Propaganda Seduction Tradition Using pathos means appealing to readers’ emotions and feelings.

28. Avoiding Logical Fallacies • Slippery slope: Conclusion based on the premise that if A happens, then eventually through a series of small steps, through B, C,..., X, Y, Z will happen, too, basically equating A and Z. So, if we don't want Z to occur A must not be allowed to occur either • Hasty Generalization: This is a conclusion based on insufficient or biased evidence. In other words, you are rushing to a conclusion before you have all the relevant facts.

29. Avoiding Logical Fallacies • Circular Argument: This restates the argument rather than actually proving it. • Either/or: This is a conclusion that oversimplifies the argument by reducing it to only two sides or choices. • Red Herring: This is a diversionary tactic that avoids the key issues, often by avoiding opposing arguments rather than addressing them.

30. Avoiding Logical Fallacies • Genetic Fallacy: A conclusion is based on an argument that the origins of a person, idea, institute, or theory determine its character, nature, or worth. • Ad hominem: This is an attack on the character of a person rather than their opinions or arguments.

31. Name that Fallacy… • We can either stop using cars or destroy the earth. • George Bush is a good communicator because he speaks effectively. • The Volkswagen Beetle is an evil car because it was originally designed by Hitler's army. • Even though it's only the first day, I can tell this is going to be a boring course. • If we ban Hummers because they are bad for the environment eventually the government will ban all cars, so we should not ban Hummers.

32. Name that Fallacy answers… • Either/ or • Circular • Genetic • Hasty Generalization • Slippery Slope

33. Logos Example In the following example, note how Ian Ayres uses evidence from experience (her work environment, Delta Airlines, the University of Chicago). This evidence establishes the precedent that Ayres uses to compare to the current situation that she argues should be changed.

34. Logos Example We don’t have single-sex toilets at home, and we don’t need them at the office. Then there’s also the small question of efficiency. I see my male colleagues waiting in line to use the men’s room, when the women’s toilet is unoccupied. Which is precisely why Delta Airlines doesn’t label those two bathrooms at the back of the plane as being solely for men and women. It just wouldn’t fly.

35. Ethos Example In the following example, note how Nancy Mairs establishes her credibility and trustworthiness and authority to write about this subject by being honest. Mairs admits she is uncertain about her own motives and shows she understands the discomfort others’ have with this subject.

36. Ethos Examples People—crippled or not—wince at the word “cripple,” as they do not at “handicapped” or “disabled.” Perhaps I want them to wince. I want them to see me as a tough customer, one to whom the fates/gods/viruses have not been kind, but who can face the brutal truth of her existence squarely. As a cripple, I swagger. —Nancy Mairs, “On Being a Cripple”

37. Pathos Example In the following example from a speech by Winston Churchill, note the use of anaphora (repetition of a word or group of words at the beginning of items in a series). This repetition emphasizes the point and expresses passion and emotion. Moreover, the repetition affects the audience emotionally.

38. Pathos Example We shall not flag or fail. We shall go on to the end. We shall fight in France, we shall fight on the seas and oceans, we shall fight with growing confidence and growing strength in the air, we shall defend our island, whatever the cost may be, we shall fight on the beaches, we shall fight on the landing grounds, we shall fight in the fields and in the streets, we shall fight in the hills. We shall never surrender. —Winston Churchill, speech to the House of Commons, June 4, 1940

39. Voice Techniques that impact Rhetoric Inflection The variance of pitch and stress Creates interest and impact Diction The clear pronunciation of each word Allows the audience to understand Pause Used to provide stress, allow for understanding Rate Allows stress of importance

40. Review Logos = logic Logos is an argument based on facts, evidence and reason. Using logos means appealing to the readers’ sense of what is logical.

41. Review Ethos = Ethics / Image Ethos is an argument based on character. The writer or speaker presents him or herself to the reader as credible, trustworthy, honest and ethical.

42. Review Pathos = argument based on feelings Using pathos means appealing to readers’ emotions and feelings.

43. Pathos, Ethos, Logos

44. Create a chart…

45. Logos, Pathos & Ethos in movies… • http://www.americanrhetoric.com/MovieSpeeches/moviespeechclueless.html • http://www.americanrhetoric.com/MovieSpeeches/moviespeechfieldofdreams.html • Download of Friday night lights

46. Logos, Pathos & Ethos of 9/11 • http://www.americanrhetoric.com/speeches/gwbush911florida.htm • Vs • http://www.americanrhetoric.com/speeches/gwbush911addresstothenation.htm