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PERSUASIVESPEAKING– ETHOS &PATHOSChapter 13
   VI. Ethos     Character     Competence   VII. Pathos     Emotions     Incentives
Ethos   Character   Competence
Ethos   Character = Goodwill   Audiences want speaker who:     Understands     Empathizes     Responds
Ethos / Goodwill   Understands: Knowledge of the audience
Ethos / Goodwill   Empathizes:   What is Empathy?   Ability to see the world through the eyes of    someone else   “Pe...
Ethos / Goodwill   Empathy   College students today are 40% less    empathetic than previous generations     Study:   U...
Ethos / Goodwill   Responsive: Acknowledges audience    feedcback in speech
Ethos / Competence   Competence = Credibility   Explain your credibility   Use reliable sources & cite in speech   Non...
Pathos   Emotional Appeals     Negative  emotions     Positive emotions
Pathos   Negative Emotions      Positive Emotions     Fear                   Happiness   / Joy     Guilt             ...
Incentives to Motivate   Incentives: Reward promised if particular    action is taken or goal is reached   Costs: Expend...
Ethics in Persuasion   Audience has choice   Evidence is reliable   Emotional appeals do not substitute for    argument...
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Transcript of "13 04 pers_ethos_pathos_15ed_notes"

  1. 1. PERSUASIVESPEAKING– ETHOS &PATHOSChapter 13
  2. 2.  VI. Ethos  Character  Competence VII. Pathos  Emotions  Incentives
  3. 3. Ethos Character Competence
  4. 4. Ethos Character = Goodwill Audiences want speaker who:  Understands  Empathizes  Responds
  5. 5. Ethos / Goodwill Understands: Knowledge of the audience
  6. 6. Ethos / Goodwill Empathizes: What is Empathy? Ability to see the world through the eyes of someone else “Perspective”
  7. 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. 8. Ethos / Goodwill Responsive: Acknowledges audience feedcback in speech
  9. 9. Ethos / Competence Competence = Credibility Explain your credibility Use reliable sources & cite in speech Nonverbal credibility
  10. 10. Pathos Emotional Appeals  Negative emotions  Positive emotions
  11. 11. Pathos Negative Emotions  Positive Emotions  Fear  Happiness / Joy  Guilt  Pride  Shame  Relief  Anger  Hope  Sadness  Compassion
  12. 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. 13. Ethics in Persuasion Audience has choice Evidence is reliable Emotional appeals do not substitute for argument or evidence
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