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Rhetoric and Persuasive Writing

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Derek Green

on 3 December 2013

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Transcript of Rhetoric and Persuasive Writing

The art of persuasion, or writing in a persuasive manner
First, you've got to have a PURPOSE.
Support a cause
Promote change
Refute a theory
Stimulate interest
Win agreement
Arouse sympathy
Provoke anger
Next, you've got to consider your AUDIENCE!
Who are they?
What do/don't they know?
What do they believe?
What do they expect?
Then, you use the three APPEALS:

Logos is an appeal to logic and reason. A sound rhetorical argument is one that is logical.
Ways to use Logos:
Use deductive/inductive reasoning
Cite common sense
Allude to history
Draw analogies
Organize your argument
Provide & Classify evidence
Use facts and cite resources
Theorize cause and effect
Pathos is an appeal to the audience's emotions
Use Pathos by:
Use sensory language
Include an anecdote
Make use of connotations
Explore euphemisms
Use loaded descriptions
Use figurative language
Develop tone!
Ethos is establishing the speaker's credibility
and respectability.
Use Ethos by:
Demonstrate that you've researched
Demonstrate goodwill towards audience
Establish good character of the speaker (they are likable and respectable)
Convince audience of the speaker's reliability/knowledge
Identifying with your audience/establishing common ground.
Avoid Logical Fallacies!
So how do you use all of this in Argumentation?
Follow this Basic Scheme:
Concession and Refutation

Catch interest
Present issue or topic with
conrete image or anecdote
Provide relevant background info
Define pertinent terms
State claim (THESIS)
Concession & Refutation:
"Yes . . . but"
Recognize opposing viewpoint
Then refute/disprove it with facts
Most important and longest part
provides reasons and evidence for claim
Logical reasons and evidence
Emotional appeals to human needs and values
Wrap up the argument
Restate the claim
Appeal to the needs/values
Refrain from repeating information
Voice a final plea for action or change
Let's see it in action!
Start at 2:47
In what ways is Elle Woods lacking Ethos
at the beginning of her case?
In what ways does she use Logos to her
How does this advertisement establish Ethos?
"The Story of Bottled Water"
As you watch the video, note the following:
Speaker's Purpose?
Rhetorical Appeals?
What is effective?
How might her message be improved?
Full transcript