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Chapter 17

Methods of Persuasion

  • "How to" chapter
  • Ethos, Logos, and Pathos

Methods of Persuasion

Ethos

Credibility - the audience's perception of whether a speaker is qualified to speak on a given topic

  • Competence
  • Character

Ethos

Credibility is dynamic

  • Initial
  • Derived
  • Terminal

Build Credibility

Create Common Ground

- the speaker connects himself or herself with the values, attitudes, or experiences of the audience

Explain your competence

Speak with sincerity and conviction

Logos

Use Evidence and use it often

  • Examples
  • Statistics
  • Testimony

Anticipate your audience's reaction

Logos

Logos Cont.

Logos Cont.

Reasoning - the process of drawing a conclusion on the basis of evidence

Make the connection for your audience

Argument Evidence Explanation

Logical Reasoning

Reasoning from Specific Instances - reasoning that moves from particular facts to a general conclusion

Reasoning from Principle - reasoning that moves from a general principle to a specific conclusion (major premise, minor premise, therefore)

Logical Reasoning Cont.

Causal Reasoning - reasoning that seeks to establish the relationship between causes and effects (if/then)

  • change over time

Analogical Reasoning - reasoning in which a speaker compares two similar cases or things and infers that what is true for the first is also true for the second

  • similar relationship

Logical Fallacies

- an error in reasoning -

https://yourlogicalfallacyis.com/

Over 120 fallacies, you only need to know 10

Logical Fallacies

Fallacies

Fallacies

- Hasty Generalization (limited examples)

- False Cause (unclear connection)

- Invalid Analogy (not similar)

- Bandwagon (popular is good)

- Ad Hominem (attack on the person)

Fallacies Cont.

- Either Or (two opposing choices)

- Appeal to Tradition (old is good)

- Appeal to Novelty (new is good)

- Red Herring (irrelevant topic)

- Slippery Slope (negative consequences)

- Do not use fear appeals

Pathos

  • Persuasion through emotion

"tugging at the heart strings"

Pathos

Conclusion

  • Credibility
  • Ethos, Logos, Pathos
  • Methods of Reasoning (4)
  • Logical Fallacies (10)

Conclusion

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