C H A P T E R 1 7 R E C A P

METHODS OF PERSUASION

ARISTOTLE’S THREE APPEALS

• ETHOS• LOGOS• PATHOS

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

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

• https://www.youtube.com/watch?v=2jgtISu0WWw

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