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Appelformer
This document discusses rhetorical strategies for establishing credibility or ethos when giving a speech. It covers Aristotle's concept of ethos and its importance in rhetoric. It also discusses other theorists' perspectives on ethos like Cicero, Theofrast, Quintilian, and McCroskey. The document emphasizes that ethos is determined by the audience and involves both direct appeals about the speaker and indirect appeals through logical arguments and emotional language. It provides advice on analyzing the audience and context to effectively shape one's derived and terminal ethos.
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Appelformer
- 1. Ethos – andother styles EOK/IMK November 2010 Ida Borch
- 2. Last slide fromweek 43 • Prior to making a speech: – Analyze the rhetorical situation – Argument: FOCUS – and find the right proof to support your claims – Arrange: Give the speech the right shape • Next time: – Analyze your own ethos in the situation – Use the right words for a fitting response
- 3. Today’s text • Gabrielsen& Christiansen – Chapter 6: The art of creating credibility – Chapter 8: The art of adapting, shaping, and ornamenting one’s language • I will be adding: McCroskey and his concept of ethos + a few other things
- 4. Aristotle says…Aristotle says… GenresGenresPredominant appealPredominant appeal formform The informative (forensic)The informative (forensic) speechspeech Logos og ethosLogos og ethos The political speechThe political speech Logos, ethos og pathosLogos, ethos og pathos The ceremonial speechThe ceremonial speech Ethos og pathosEthos og pathos
- 5. Cicero… • “…insists thatto succeed as a speaker, one has to adjust one’s language to all aspects of the given rhetorical situation.”
- 6. I think weall know by now… • That logos is appeal to the intellect • That pathos is appeal to the emotions • That ethos is appealing through the speakers integrity/personal credibility
- 7. Let’s look intoTheofrast Theofrast, Theophrastos, ca. 372-287 f.Kr., greek scientist, believed to be the founder of botany • The grammatical purity of the language • The clarity of the language • The way the language is ‘dressed for the occasion’ • The notion that language must meet momentum
- 8. The Theofrast virtues •Puritas – What gave you red marks in your essays in school • Perspicuritas – If you’re incomprehensible, this is what you’re violating • Ornatus – Equipment – not ornament! When properly equipped, your chance of survival is dramatically improved • Aptum – Right words at the right time
- 9. The Theofrast virtues •Puritas – What gave you red marks in your essays in school • Perspicuritas – If you’re incomprehensible, this is what you’re violating • Ornatus – Equipment – not ornament! When properly equipped, your chance of survival is dramatically improved • Aptum – Right words at the right time
- 10. Oprust Ornatus! • Ornatusis not equivalent to ornament – As in filigree and decoration • Ornatus is equivalent to equipment – As in a soldier must carry the right equipment in order to survive the battlefield
- 11. That’s a goodvending! • Quantitative reasoning: The more words and phrases to choose from, the more likely it is that you can find the right words for the context. • Qualitative reasoning: Stylistics and metaphors have become very important (and in fashion) in change- and knowledge management because we finally can agree on the fact that not only facts are useful persuasive means.
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- 13. Aptum Baby • Aptumtoday: – Narratives and storytelling (Because of you there is a woman in New Hampshire who…) – Analogies (It is like when…) – Concrete details (This is not about voting, this is about better schools in your community) – Living metaphors (We are a living, breathing organism) (the dead ones passes unnoticed, like ’time flies’ ) – Repetitions (alliteration, anaphor, epiphor etc) – Rhetorical questions/dialogues
- 14. Clap traps jf.Atkinson • Lists of three • Build them up and knock them down • Antithesis • Source: Our Masters Voices, Max Atkinson
- 15. Which stylistic movescan you identify? http://www.youtube.com/user/barackobamadotcom?blend=1&ob=4#p/a/u/0/3GUHnoz2xFI
- 16. Quintilian four categoriesof change • Leaving out – I came. I saw. I laughed. • Adding – Firstly I came, and then I saw it, and then I laughed too • Replacement – I laughed when I came and saw it • Interchange • On arrival I gaped and smirked
- 17. Quintilian four categoriesof change • Leaving out – I came. I saw. I laughed. • Adding – First I came, and then I saw it, and then I laughed too • Replacement – I laughed when I came and saw it • Interchange • On arrival I gaped and smirked A ’condensed’ style A ’chatty’ style
- 18. Ethos •Ethos is morethan a ’mere’ style.
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- 21. When two peoplesay the same, it does not make the same impression Transplantationsgruppen og Sundhedsstyrelsen 2008
- 22. Who will makeyou feel like paying tax? Skatteministeriet 2004
- 23. Interesting ethoses inpolitics Very fast moving ethos (Lack of well known terminal ethos – yet a winner Very strange moving ethos (quite a lack of phronesis, yet a winner)
- 24. Basic Ethos term •The reception of your ethos is the privilege of the audience • (in other words: It’s for you to know but for them to decide or Beauty lies in the eyes of the beholder)
- 25. Indirect appeal: Showing •Everything that shapes an ethos without direct reference to the speakers – Proof (ex statistics) – Examples and anecdotes – Style (logos, pathos, (ethos))
- 26. Direct appeal: Saying •When not shaping the audience by showing who you are, but when you directly make references to yourself. – I have done this, I have tried that... – My personal conviction is, I strongly feel that.... – Remember: Never forget to include it, but handle with care!
- 27. The three Aristotlevirtues •Phronesis •Areté •Eunoia
- 28. Phronesis: Knowledge • Toappear knowledgeable • Wisdom and practical sense in relation to the subject matter in question • You need to have a legitimate reason to deal with the subject • You need to establish some authority (ex by direct appeal in the beginning) • Is more or less equal to ‘a skilled person’ (DA: faglig dygtighed)
- 29. Areté: Virtue • Aspeaker whose motives and values are considered sympathetic in the eyes of the audience is more likely to be received as credible • Indirect: To appear sympathetic • Direct: To say you are sympathetic • Is more or less equal to social competence
- 30. Eunoia: Benevolence • Theopposite of paranoia: The speaker wants the best for the audience and takes them seriously • The impression that you will give and not expect anything in return • Proper use of direct appeal projects eunoia • Prerequisite: Genuine interest in the audience
- 31. McCroskey og ’thecycle of ethos’ • Initial Ethos – before and when you enter the stage • Derived Ethos – while you speak • Terminal Ethos – the sum of the former and latter • Source: McCroskey (1968): Ethos: A dominant Factor in Rhetorical Communication. From: An Introduction to Rhetorical Communication
- 32. Ethos according toMcCroskey • Ethos is actually not something the speaker has • Ethos is created in the mind of the audience • Thus: Master the context. And if you break any rules, be aware that it is ‘a calculated risk’
- 33. Inital Ethos • Theheight of the bar before you open and right when you open your mouth is determining how much you can move the audience in your direction • Means: – Sponsorship effect – Background – Personal attributes – Appearance
- 34. Derived ethos • Thewithdrawal of your personal ethos account while you speak. • High credit balance: You will not face bankruptcy • Low credit balance: Handle with care! • Means – Goodwill – Rhetorical style – Proof/evidence – Ethos-loan from qualified sources – Delivery
- 35. Terminal ethos • Thesum of 1 + 2 • ”Todays terminal ethos is tomorrows initial ethos”
- 36. Ethical considerations • Virbonus dicendi peritus, Qvintilian said • It is a good man that speaks well = hopefully you are a good person that want the good, the true and the beautiful to happen. Or else…
- 37. Analyzing audience • Hvadved de om emnet • Hvilke informationer bliver jeg nødt til at give • Hvilken interesse kan jeg forudsætte • Hvilke værdier deler vi • Hvad er vi enige om • Hvad er vi potentielt uenige om • Hvad er deres håb og mål • Hvad frygter de
- 38. Exercise • 2 X2 (or small groups of 3): Compose a short speech in one of the appeal forms, using the right style for the form: • Front rows: Ethos • Middle rows: Pathos • Back rows: Logos • Context: This! • ‘Problem’: Persuade us that Nexus is the best bar in town. DOING IT IN DANISH IS OK! • One version of each appeal form will be presented up here • Be inventive (funny is ok) and we will discuss how clearly we can see the various forms. (don’t worry about memoria – we’ll live with that).
- 39. Can we identify •That logos appeals to the intellect? – Evidence, numbers, figures, quasi-logical reasoning etc • That pathos appeals to the emotion? – Vivid language, metaphors, ’ornament’, narratives ect • That ethos appeals through the speakers integrity – Initial, derived and terminal ethos. Direct and indirect. Phronesis, arete and eunoia-based reasoning
- 40. •Good luck with thecontest!