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Aristotle, On Rhetoric
Speaking to Persuade
Aristotle’s Means of
Ethos
Pathos
Logos
Persuasion
Persuading through the
speaker’s personal credibility
Persuading by appealing to the
audience’s emotions
Persuading by using logical
arguments & reasoning
the ingredients which inspire
con
fi
dence in the orator’s
character [...] and induce us to
believe a thing apart from any
proof of it [...] are good sense,
good moral character, and
good will.
“
“
Credibility
Primary Dimensions of
Trustworthiness
Expertise Goodwill
good sense
good character
Expertise
experienced: __ : __ : __ : __ : __ : inexperienced
informed : __ : __ : __ : __ : __ : uninformed
trained : __ : __ : __ : __ : __ : untrained
quali
fi
ed : __ : __ : __ : __ : __ : unquali
fi
ed
skilled : __ : __ : __ : __ : __ : unskilled
intelligent : __ : __ : __ : __ : __ : unintelligent
expert : __ : __ : __ : __ : __ : inexpert
competent : __ : __ : __ : __ : __ : incompetent
bright : __ : __ : __ : __ : __ : stupid
Halo Effect:
Belief that person possesses positive qualities
leads us to infer other positive qualities
Belief that person is an expert in one area
leads us to infer s/he may be an expert in
another area
Expertise, even unrelated expertise can be
a powerful asset in persuasion!
Trustworthiness
honest : __ : __ : __ : __ : __ : dishonest
trustworthy : __ : __ : __ : __ : __ : untrustworthy
open-minded: __ : __ : __ : __ : __ : close-minded
just : __ : __ : __ : __ : __ : unjust
fair : __ : __ : __ : __ : __ : unfair
unsel
fi
sh : __ : __ : __ : __ : __ : sel
fi
sh
moral : __ : __ : __ : __ : __ : immoral
ethical : __ : __ : __ : __ : __ : unethical
genuine : __ : __ : __ : __ : __ : phony
Trustworthiness
Goodwill
cares about me : __ : __ : __ : __ : __ : doesn’t care about me
has my interest @ O : __ : __ : __ : __ : __ : doesn’t have my interest @ O
not self-centered : __ : __ : __ : __ : __ : self-centered
concerned with me : __ : __ : __ : __ : __ : not concerned with me
sensitive : __ : __ : __ : __ : __ : insensitive
understanding : __ : __ : __ : __ : __ : not understanding
Secondary
Dimensions
Composure
Extroversion Sociability
Composure
Sociability
Who
comes
across
as
more
likable?
Types of Credibility
Pathos
Speak with sincerity & conviction
Use emotional language
Use vivid examples
Personal experiences & examples are more
persuasive for a longer time than stats
Logos
Use facts,
fi
gures, expert testimony
Use inductive & deductive reasoning
Inductive:
Speci
fi
c to General
Deductive:
General to Speci
fi
c
1. Last night Japanese forces
attacked Hong Kong
2. Last night Japanese forces
attacked Guam
[...]
3. Japan has therefore undertaken
a surprise offensive extending
throughout the Paci
fi
c area.
1.All men are mortal.
2. Joe is a man.
3.Therefore Joe is mortal.
If the
fi
rst two statements are
true, then the conclusion
must be true.
Inductive or Deductive?
Berlin - July 24, 2008
Argument Structure
Speci
fi
c
General
= Inductive
Cars in Boston & factories in Beijing are
melting the ice caps
Poorly secured nuclear material could
blow up Paris
The poppies in Afghanistan become the
heroin in Berlin
Hence:
We cannot afford to be divided
Which Method is best?
Depends on the audience
Deductive - Ok to start with conclusion
Inductive - wait with conclusion
Ethos
Pathos
?
Logos
or
Fear
Do not exaggerate
Do:
Show severity of consequences
Show likelihood of consequences
Explain how to avoid consequences
When using Appeals
to
Ethos
Pathos
?
Logos
or
Obama’s
First Austin Speech
Research Findings
Ethos is more important than
the evidence presented:
Even if there is none presented!
Audiences that agree or already perceive speaker
as credible will evaluate evidence as good -
Speakers with low credibility need evidence
Ethos
Pathos
?
Logos
or
Hillary Clinton: OhioVictory Speech
Barack Obama: San Antonio Speech
Mike Huckabee: Concession Speech
• Single Mother
• Little girl
• Marine Corps
• Sleepy Student
• Mother with Mortgage
Woes
• Elderly woman
• Truck Driver
• Housewife
• Janitor
$3.01
Life Vignettes as
Cast of characters adds pathos
Emotional Appeals
Toulmin’s Model
Claim
Warrant
Data
Assertion
you
are
making
Evidence
to
support
claim
Leap that connects Claim & Data
Claim:
Data:
Warrant:
Time to bring war to an end
More Terrorists recruits, Afghanistan in Chaos
Ending war will
fi
x these problems
Data: Studies show
using our product
will make your teeth
50% whiter.
Warrant:
White teeth
are to be
desired
Claim: You
should
buy our
Toothpaste!
Claim: Don’t
vote for him,
he’ll raise your
taxes
Data: He has
raised taxes
twice before
Warrant:
Taxes are
already
too high
Warrant: Past
behavior indicates
future behavior
Reasonably interpret facts
Do not make illogical interpretive leaps
Do not assume more than the evidence supports
May consider and respond to possible
counter-arguments
Good Warrants:
ower:
titles, clothes, trappings
Symbols of
P

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