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The Art of The Art of PersuasionPersuasion
Every Persuasive Every Persuasive Argument:Argument:
Questions of factQuestions of fact
Questions of valueQuestions of value
Questions of policyQuestions of policy
AristotleAristotleRhetoricRhetoric
““using language effectively to using language effectively to please or persuade”please or persuade”
PathosPathos
““Analyzing the needs of your listeners”Analyzing the needs of your listeners”
Discover the needs of your audienceDiscover the needs of your audience
Positive – they already agree with youPositive – they already agree with you Neutral – they simply don’t know much about your Neutral – they simply don’t know much about your
topictopic Disinterested – they know, but they could not care Disinterested – they know, but they could not care
lessless Opposed – (most difficult) they feel strongly and Opposed – (most difficult) they feel strongly and
know a lot about the topic, but they disagree with know a lot about the topic, but they disagree with your viewsyour views
EthosEthos
““Establishing your prestige”Establishing your prestige”
*Audience will look for competence & *Audience will look for competence & confidenceconfidence
*Be sincere—don’t fake it!*Be sincere—don’t fake it!
*Show good will to your audience*Show good will to your audience
*Natural charisma helps*Natural charisma helps
LogosLogos
““Be logical”Be logical”
Evidence – “raw material with which you Evidence – “raw material with which you begin”begin”
Reasoning – “putting it together to make a Reasoning – “putting it together to make a logical argument”logical argument”
Make the evidence suit your audienceMake the evidence suit your audience
Audience & EvidenceAudience & Evidence
Things to consider:Things to consider:
Be ResponsibleBe Responsible
Audience AnalysisAudience Analysis
Considerable ResearchConsiderable Research
Well-planned strategy to establish prestigeWell-planned strategy to establish prestige
=Sincerity & Character=Sincerity & Character
HONESTY:HONESTY:
Don’t present false evidenceDon’t present false evidence
Don’t present the ideas of others as if they Don’t present the ideas of others as if they are your ownare your own
Don’t appeal to the emotions of your Don’t appeal to the emotions of your listener’s without a basis in factlistener’s without a basis in fact
Don’t pose as an authority if you’re notDon’t pose as an authority if you’re not
RESPONSIBLE persuasion means telling the RESPONSIBLE persuasion means telling the truth as you have discovered ittruth as you have discovered it