Lecture on argumentation and means of persuasion with some fun exercises.

1. Linking Compelling Claims, to Strong Evidence Paul M. Rogers PhD English 101

2. Persuasive Communication Rhetoric: The ability in any particular case to see all the available means of persuasion (Aristotle, The Rhetoric). Being persuasive is an ability It can be developed through study and practice Will give you more options to accomplish your communication goals There are multiple means of persuasion But, first be clear about your purpose Know your audience Use ethos, logos, and pathos

3. Three Means of Persuasion: Ethos, Logos, and Pathos It Logos(Text/Message/Medium) Purpose Kairos (Urgent and Non-Trivial) I Ethos (Writer/Speaker) You Pathos (Audience(s))

4. In College Writing You Must Develop Your Logical Argumentation Abilities LOGOS = LOGICAL ARGUMENTATION Purpose Kairos (Urgent and Non-Trivial) I Ethos (Writer) You Pathos (Audience(s))

5. Standard Halogen Xenon Let’s look at some data: Which of the images shows more light on the road and surrounding area? SilverStar Ultra TM

6. Standard Halogen Xenon Halogen Headlight SilverStar Ultra TM Xenon Headlight

7. Standard Halogen Xenon Xenon headlights illuminate signs better than halogen headlights do Halogen Headlight SilverStar Ultra TM Xenon Headlight [Sylvania, 2008 ]

8. My Papa's Waltz by Theodore Roethke The whiskey on your breath Could make a small boy dizzy; But I hung on like death: Such waltzing was not easy. We romped until the pans Slid from the kitchen shelf; My mother's countenance Could not unfrown itself. The hand that held my wrist Was battered on one knuckle; At every step you missed My right ear scraped a buckle. You beat time on my head With a palm caked hard by dirt, Then waltzed me off to bed Still clinging to your shirt.

9. 4 Steps Write a brief one or two sentence summary of this poem Make an assertion: What is this poem about? What evidence do you have to back up your claim? What is your strongest evidence? Link your claims and evidence together in a single statement

12. Is Queenie Lying? Your thesis is the response to this question. Identify all of the evidence you can find to support your claim Rank your evidence from strongest to weakest

13. Aristotle’s Rhetoric provides a solid foundation for practicing, learning, and teaching communication, including writing LOGICAL ARGUMENTATION Purpose Kairos (Urgent and Non-Trivial) I Ethos (Speaker) You Pathos (Audience)

15. A Process for Creating Compelling Arguments Start with data and data analysis Form your questions Make a claim or a thesis that is worth arguing Make explicit the connections between the data and the claims

16. Qualifications/Hedge Words Possible Conceivable Could May Might Perhaps Almost certain Virtually certain All but certain Highly probable Highly likely Odds [or chances] overwhelming Probable Likely We believe We estimate 50-50 chances About even Chances a little better [or less] than even Improbable Unlikely Probably not We believe that . . . not We estimate that . . . not We doubt, doubtful Almost certainly Virtually impossible Almost impossible Some slight chance Highly doubtful

17. Standard Halogen Xenon Arguments that links claims and evidence are more persuasive than those that don’t! Halogen Headlight SilverStar Ultra TM Xenon Headlight [Sylvania, 2008 ]

18. Exchange your change maker paper with a partner Treat the paper as data Is this individual making a significant and positive impact in the world? Can you make a case based on the evidence in the paper. Using their paper as data, make an argument that links together your claims and their most compelling evidence.

19. Three Means of Persuasion: Ethos, Logos, and Pathos It Logos(Text) Purpose Kairos (Urgent and Non-Trivial) I Ethos (Speaker) You Pathos (Audience)

20. Purpose INFORM: What do I want my audience to know? ENTERTAIN: What do I want my audience to feel? PERSUADE: What do I want my audience to do?

21. Writing as discovery Our ideas change as we write We gain content knowledge Our purpose can become clearer as we write and revise Multiple purposes in one piece of writing, but a dominant one will probably emerge

22. Means of Persuasion Ethos Logos Pathos

23. Ethos = credibility What counts as credibility differs among groups of people O'Keefe (1990) defined credibility as "judgments made by a perceiver concerning the believability of a communicator" In other words “credibility is in the eye of the beholder”

30. The two most important elements in establishing credibility are expertise and trustworthiness

31. Credibility is subject to change over time

35. What will compromise your credibility in the short and long term?

36. A single spelling error on a resume of cover letter could seriously undermine your competitiveness in applying for an internship or job.

37. Two kinds of credibility

39. Extrinsic: what people know about you before they read your work or hear you speak

40. Intrinsic: what we do within a communication setting through our actions.

41. Putting ethos to work in your writing Know your material Cite evidence (Reinard, J.C. (1988) Human Communication Research, 15,3-59). Share your interest, experience, and expertise Have your reader’s best interest in mind Identify similarities with your reader If you lack extrinsic credibility increase your reader’s involvement with the topic, which will help focus them on the topic more than the messenger (Petty and Cacioppa, 1986).