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Soften Them Up Get Them to Like You

Soften Them Up Get Them to Like You. ETHOS, LOGOS, and PATHOS. ARISTOTLE’S THREE MOST POWERFUL TOOLS OF PERSUASION. ARGUMENT BY CHARACTER ARGUMENT BY LOGIC ARGUMENT BY EMOTION. ETHOS. ARGUMENT BY CHARACTER AN APPEAL TO THE GUT

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Soften Them Up Get Them to Like You

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  1. Soften Them UpGet Them to Like You ETHOS, LOGOS, and PATHOS

  2. ARISTOTLE’S THREE MOST POWERFUL TOOLS OF PERSUASION ARGUMENT BY CHARACTER ARGUMENT BY LOGIC ARGUMENT BY EMOTION

  3. ETHOS ARGUMENT BY CHARACTER AN APPEAL TO THE GUT Uses the persuader’s personality, reputation, and ability to look trustworthy

  4. “A person’s life persuades better than his word.”--Aristotle • “Do what I do, not what I say.” • Lying is not just wrong; ultimately, it’s unpersuasive because people judge by actions.

  5. LOGOS ARGUMENT BY LOGIC AN APPEAL TO THE BRAIN Also, a set of techniques to use what the audience is thinking.

  6. Logos in Action.(An unsuccessful attempt) FATHER: Zip up your jacket. SON: Why? FATHER: It’s cold out. SON: I’m not cold. Why should I zip up? FATHER: I could give you a bunch of reasons, but ultimately you have to zip up your jacket because I told you to. SON: They’re my arms, though! How can this be improved?

  7. Allow your opponent room to maneuver. (Calvin’s father is trying to teach him how to ride a bike.) DAD: Look, Calvin. You’ve got to relax. Your balance will be better if you’re loose. CALVIN: I can’t help it! Imminent death makes me tense! I admit it! How has Calvin cleverly used concession?

  8. PATHOSArgument by EmotionAn appeal to the HEART Logicians hate pathos. Language snobs hate pathos. But Aristotle recognized it as a VERY useful tool.

  9. Attempt at Pathos FATHER: Here, let me be you for a second. “Doh-de-doh, look at me! I’m walking outside freezing like a numbskull because I won’t zip up my jacket! Doh-de-doh!” Don’t I look stupid? SON: Yes. How is this invoking pathos?

  10. Another attempt at PATHOS LITTLE GIRL: I lost my balloon! YOU: Awww, did you? [Little girl cries harder.] YOU: What’s that you’re holding in your hand? LITTLE GIRL: My mom gave me a dinosaur. YOU: (cheering up) A dinosaur!

  11. ETHOS, LOGOS, and PATHOS all work together to make effective persuasion. • Exercise: “Yes, and…” The Agreeability game. • Can you get through an entire discussion without overtly disagreeing with your opponent? • (This is called local concession.)

  12. Example SHE: I’m willing to give up a little privacy so the government can keep me safe. YOU: Safety’s important. SHE: Not that they’re going to tap my phone. YOU: No, you’d never rock the boat. SHE: Of course, I’ll speak up if I disagree with what’s going on. YOU: I know you will. And let the government keep a file on you. What’s happening, mentally, with the first speaker?

  13. Assignment • Find an example of ethos, logos, and pathos in advertising for next Wednesday. Put it in a slideshow and prepare to discuss.

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