13 04 pers_ethos_pathos_15ed_notes
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  • 1. PERSUASIVESPEAKING– ETHOS &PATHOSChapter 13
  • 2.  VI. Ethos  Character  Competence VII. Pathos  Emotions  Incentives
  • 3. Ethos Character Competence
  • 4. Ethos Character = Goodwill Audiences want speaker who:  Understands  Empathizes  Responds
  • 5. Ethos / Goodwill Understands: Knowledge of the audience
  • 6. Ethos / Goodwill Empathizes: What is Empathy? Ability to see the world through the eyes of someone else “Perspective”
  • 7. Ethos / Goodwill Empathy College students today are 40% less empathetic than previous generations  Study: University of Michigan  (Tested 13,737 students over 30 years)
  • 8. Ethos / Goodwill Responsive: Acknowledges audience feedcback in speech
  • 9. Ethos / Competence Competence = Credibility Explain your credibility Use reliable sources & cite in speech Nonverbal credibility
  • 10. Pathos Emotional Appeals  Negative emotions  Positive emotions
  • 11. Pathos Negative Emotions  Positive Emotions  Fear  Happiness / Joy  Guilt  Pride  Shame  Relief  Anger  Hope  Sadness  Compassion
  • 12. Incentives to Motivate Incentives: Reward promised if particular action is taken or goal is reached Costs: Expenditures we incur; physical, psychological, social Incentives should outweigh the costs
  • 13. Ethics in Persuasion Audience has choice Evidence is reliable Emotional appeals do not substitute for argument or evidence