RhetoricRhetoric

The Art of PersuasionThe Art of Persuasion

RhetoricRhetoric

Which of the following slides are trying to Which of the following slides are trying to persuade you to think or do something?persuade you to think or do something?

Thumbs up for persuading.Thumbs up for persuading.

Thumbs down for NOT persuading.Thumbs down for NOT persuading.

““Ferentz should have tried to score at the Ferentz should have tried to score at the end of the 4end of the 4thth quarter.” quarter.”

““You’ll shoot your eye out…”You’ll shoot your eye out…”

““This won’t hurt a bit.”This won’t hurt a bit.”

Answer? All of Them?Answer? All of Them?

• Whether you sense it or not, argument surrounds you.

• Everything from Politics & Advertising to Books & Personal Relationships all try to persuade.

• Some theorists believe that EVERYTHING is an argument. – Do you agree? Is everything trying to persuade you to

change what you believe, think, or do?– Can you think of examples of things that are NOT an

argument?

Rhetoric is like… Rhetoric is like… The MatrixThe Matrix

•Argument is a real-life matrix that drives our social lives.

• It plays with our emotions, changes your attitude, talks you into a decision, and gets you to buy things.

Why Study Rhetoric?Why Study Rhetoric?

• It’s everywhere. It’s everywhere. – Don’t think so? Try to go 1 day without Don’t think so? Try to go 1 day without

persuasion (no advertisements, politics, persuasion (no advertisements, politics, family/friend squabbles, no cell family/friend squabbles, no cell phone/internet/TV, no manipulation). phone/internet/TV, no manipulation).

• It can help you to become successful. It can help you to become successful. – The top professional speakers charge The top professional speakers charge

more per person than a Rolling Stones more per person than a Rolling Stones concert.concert.

Why Study Rhetoric?Why Study Rhetoric?

Jedi Mind Tricks! Jedi Mind Tricks!

You can get people to think & do what you You can get people to think & do what you want.want.

““These are not the droids you are looking for…”These are not the droids you are looking for…”

Why Study Rhetoric?Why Study Rhetoric?

You can You can also also avoid avoid being being manipulmanipulated by ated by others.others.

History of RhetoricHistory of Rhetoric

• The ancient Greeks considered The ancient Greeks considered rhetoric THE essential skill of rhetoric THE essential skill of leadership- so important that leadership- so important that they placed it at the center of they placed it at the center of education.education.

• It trained Julius Caesar & It trained Julius Caesar & Cicero, gave the Bible its finest Cicero, gave the Bible its finest language, inspired language, inspired Shakespeare, and was studied Shakespeare, and was studied by every founding father of by every founding father of America & used as the basic America & used as the basic principles for writing the principles for writing the Constitution. Constitution.

Definition of RhetoricDefinition of Rhetoric

• Rhetoric is argument & argument is not Rhetoric is argument & argument is not the same as fighting.the same as fighting.

• When you When you fightfight you “win” by dominating you “win” by dominating your opponent. your opponent.

• When you When you argueargue you “win” by getting you “win” by getting them to join your side.them to join your side.

• Rhetoric means arguing without anger.Rhetoric means arguing without anger.

Concordia discorsConcordia discorsHarmony in discord ~HoraceHarmony in discord ~Horace

The Goal of ArgumentThe Goal of Argument

• The point of rhetoric is to reach The point of rhetoric is to reach CONSENSUS.CONSENSUS.

• ConsensusConsensus is more than agreement is more than agreement or compromise, it is a shared faith in or compromise, it is a shared faith in a choice- the decision or action you a choice- the decision or action you want.want.

Control the TenseControl the Tense

• All issues of persuasion break down into just 3 All issues of persuasion break down into just 3 categories:categories:

– BlameBlame: : PastPast- Did OJ kill his wife? Whose fault is - Did OJ kill his wife? Whose fault is the recession? the recession? (Whodunit?)(Whodunit?)

– ValuesValues: : PresentPresent- Should abortion be legal? - Should abortion be legal? Should Brad&Jen split up? Should Brad&Jen split up? (What’s morally right?)(What’s morally right?)

– ChoiceChoice: : FutureFuture- Should we build a wall in Texas? - Should we build a wall in Texas? Shall we dance? Shall we dance? (To do it or not to do it?)(To do it or not to do it?)

Control the Tense- FutureControl the Tense- Future

• You should try to stay within Future/Choice Tense. You should try to stay within Future/Choice Tense. – ““What should we do about it?” is rhetorical What should we do about it?” is rhetorical

WD-40. The past and present can help you WD-40. The past and present can help you make a point, but any argument involving a make a point, but any argument involving a decision eventually has to turn to the future.decision eventually has to turn to the future.

Example: Marge: “Homer, I don’t want you driving around in a car you built yourself.”

Homer: “You can sit there complaining, or you can knit me some seat belts.”

Ethos, Pathos, & LogosEthos, Pathos, & Logos

EthosEthos

•If you need computer If you need computer advice…advice…

OORR

Ethos= Argument through Ethos= Argument through CharacterCharacter• Definition of EthosDefinition of Ethos: Using your reputation : Using your reputation

or someone else’s reputation as the basis or someone else’s reputation as the basis for argument.for argument.

• Summary: Summary: Looking & Sounding like you Looking & Sounding like you know your topic and understand your know your topic and understand your audience.audience.

Ethos- Argument through Ethos- Argument through ChracterChracter• DecorumDecorum: Your ability to fit in with the : Your ability to fit in with the

audience’s expectations of a trustworthy audience’s expectations of a trustworthy leader.leader.– Code Grooming:Code Grooming: Using language Using language

unique to the audience. unique to the audience. – Identity StrategyIdentity Strategy: Getting an audience : Getting an audience

to identify with an action- to see the to identify with an action- to see the choice as one that helps define them as choice as one that helps define them as a group.a group.

The Ethos of MnM in “8 The Ethos of MnM in “8 Mile”Mile”

White- BUT:Similar ClothingUses same Words

Black- BUT: MnM reveals that heWent to a RICH prep School.

Ethos- Argument through Ethos- Argument through ChracterChracter• DecorumDecorum: Your ability to fit in with the : Your ability to fit in with the

audience’s expectations of a trustworthy audience’s expectations of a trustworthy leader.leader.– Code Grooming:Code Grooming: Using language Using language

unique to the audience. unique to the audience. – Identity StrategyIdentity Strategy: Getting an audience : Getting an audience

to identify with an action- to see the to identify with an action- to see the choice as one that helps define them as choice as one that helps define them as a group.a group.

Ethos- Argument through Ethos- Argument through ChracterChracter• Practical WisdomPractical Wisdom: : (Phronesis) (Phronesis)

Rhetorical street savvy.Rhetorical street savvy.

– Showing off experienceShowing off experience

– Appearing to take the middle course Appearing to take the middle course

Ethos- Argument through Ethos- Argument through ChracterChracter

If I was giving a speech on If I was giving a speech on Barack Obama…Barack Obama…

• Crazy LiberalCrazy Liberal

I seem to take the middle I seem to take the middle course.course.

• Crazy ConservativeCrazy Conservative

Ethos- Argument through Ethos- Argument through CharacterCharacter• VirtueVirtue: : The appearance of living up to The appearance of living up to

your audience’s values.your audience’s values.– Values depend on your audience: Stockholders Values depend on your audience: Stockholders

value money, kids value toys, hunters value value money, kids value toys, hunters value independence.independence.

– Witness Bragging: Someone else says you’re Witness Bragging: Someone else says you’re awesome (preferably not your mom).awesome (preferably not your mom).

– Tactical Flaw: A defect or mistake, intentionally Tactical Flaw: A defect or mistake, intentionally revealed, that shows your rhetorical virtue.revealed, that shows your rhetorical virtue.

Example of a Example of a Tactical Flaw:Tactical Flaw:

Ethos in HistoryEthos in History

Late in Revolutionary Late in Revolutionary War.War.

Washington’s officers Washington’s officers threaten mutiny if they threaten mutiny if they don’t get paid.don’t get paid.

He took out an IOU & He took out an IOU & fumbled with his fumbled with his spectacles saying,spectacles saying,

““Forgive me, Forgive me, gentlemen, for my gentlemen, for my eyes have grown dim eyes have grown dim in service to my in service to my country.”country.”

They burst into tears & They burst into tears & swore their allegiance. swore their allegiance.

Ethos- Argument through Ethos- Argument through CharacterCharacter• DisinterestDisinterest: An apparent willingness to : An apparent willingness to

sacrifice your own interests for the greater sacrifice your own interests for the greater good.good.

– Reluctant Conclusion: Appearing to have Reluctant Conclusion: Appearing to have reached your conclusion only because of its reached your conclusion only because of its overwhelming rightness.overwhelming rightness.

– Personal Sacrifice: Claiming that the choice will Personal Sacrifice: Claiming that the choice will help your audience more than it will help you.help your audience more than it will help you.

– Dubitatio: Seeming doubtful of your own Dubitatio: Seeming doubtful of your own rhetorical skill.rhetorical skill.

Lie DetectorLie DetectorTechniques for Judging Techniques for Judging CredibilityCredibility• Dodged QuestionDodged Question: Ask who benefits from the : Ask who benefits from the

choice. If you don’t get a straight answer, don’t choice. If you don’t get a straight answer, don’t trust that person’s disinterest.trust that person’s disinterest.

• ““That Depends” FilterThat Depends” Filter: Instead of a one-size-fits-: Instead of a one-size-fits-all choice, the persuader offers a solution tailored all choice, the persuader offers a solution tailored to you.to you.

• ““Sussing” AbilitySussing” Ability: The persuader cuts to the chase : The persuader cuts to the chase of an issue.of an issue.

• ExtremesExtremes: How does the persuader describe the : How does the persuader describe the opposing argument? How close is his middle-of-opposing argument? How close is his middle-of-the-road to yours? (An extremist will describe a the-road to yours? (An extremist will describe a moderate choice as extreme.)moderate choice as extreme.)

Pathos: Which is more Pathos: Which is more persuasive?persuasive?

• Up to 400,000 Up to 400,000 people have been people have been killed in the killed in the Genocide in Darfur.Genocide in Darfur.

OORR

Pathos- Argument through Pathos- Argument through EmotionEmotion• Aristotle said that Aristotle said that

emotion trumps logic. emotion trumps logic. Example: Example: A beautiful woman was A beautiful woman was

charged with charged with prostitution. prostitution.

She did it. She did it. When it was clear the trial When it was clear the trial

was going badly, the was going badly, the Roman orator took her Roman orator took her to the middle of the to the middle of the Roman Forum and Roman Forum and ripped off all of her ripped off all of her clothes. clothes.

Guess what happened? Guess what happened? Emotion trumped logic and Emotion trumped logic and

the (all-male) jury the (all-male) jury acquitted her.acquitted her.

Pathos- Argument through Pathos- Argument through EmotionEmotion• Aristotle said that logic alone will rarely Aristotle said that logic alone will rarely

get people to do anything. They have to get people to do anything. They have to DESIRE the act.DESIRE the act.

• Pathos is seducing others to desire the act.Pathos is seducing others to desire the act.

• Seduction seems manipulative because it Seduction seems manipulative because it is.is.

• But manipulation/seduction is better than But manipulation/seduction is better than fighting which is what we usually mistake fighting which is what we usually mistake as argument.as argument.

Pathos- Argument through Pathos- Argument through EmotionEmotion• Emotional Argument Emotional Argument

or “seduction” is or “seduction” is everywhere. everywhere.

• Harper’s Magazine Harper’s Magazine showed how the Food showed how the Food Network uses Network uses techniques identical to techniques identical to that of the porn that of the porn industry- overmiked industry- overmiked sound, very little plot, sound, very little plot, good-looking good-looking characters, lavish characters, lavish close-ups of firm flesh close-ups of firm flesh and flowing juices.and flowing juices.

• Emeril Lagasse: “In go the bananas. Emeril Lagasse: “In go the bananas. Oh, yeah, babe. Get ‘em happy right Oh, yeah, babe. Get ‘em happy right now.”now.”

Pathos- Argument through Pathos- Argument through EmotionEmotion• The most effective rhetoric disguises The most effective rhetoric disguises

itself. itself. – Example: Product placement in movies Example: Product placement in movies

(Converse sneakers in “I Robot”)(Converse sneakers in “I Robot”)– Example: Guerilla MarketingExample: Guerilla Marketing

Pathos- Argument through Pathos- Argument through EmotionEmotion

• If you want to change someone’s If you want to change someone’s mood, tell a specific & vivid story. mood, tell a specific & vivid story.

• Hold emotions in check.Hold emotions in check.– Control your volume (scary parent mode)Control your volume (scary parent mode)– Speak simply. Less evokes more. Speak simply. Less evokes more. – Struggle to hold back emotions. And let Struggle to hold back emotions. And let

them build gradually (or get gradually them build gradually (or get gradually more quiet).more quiet).

Pathos- Argument through Pathos- Argument through EmotionEmotion• Humor is very persuasive because it improves your Humor is very persuasive because it improves your

Ethos & calms people, but it doesn’t get them to act.Ethos & calms people, but it doesn’t get them to act.

• The most useful emotions arouse TRIBAL instincts- The most useful emotions arouse TRIBAL instincts- exploiting insecurities about where they stand & exploiting insecurities about where they stand & how much they belong to a group. Anger, Patriotism, how much they belong to a group. Anger, Patriotism, and Emulation get people to act. and Emulation get people to act. – Anger: Gets fast action. Show your opponent Anger: Gets fast action. Show your opponent

dissing your audience.dissing your audience.– Patriotism: Any group loyalty (not just country). Patriotism: Any group loyalty (not just country).

Show a rival groups success.Show a rival groups success.– Emulation: Role Models. Compare what you want Emulation: Role Models. Compare what you want

to a role model your audience already admires.to a role model your audience already admires.

Logos- LogicLogos- Logic

• Definition: Logos is argument by Definition: Logos is argument by logiclogic..

• People like to think that all argument People like to think that all argument should be nothing but logic; but should be nothing but logic; but Aristotle said that when it comes to Aristotle said that when it comes to persuasion, rational speech needs persuasion, rational speech needs emotion and character as well.emotion and character as well.

Logos- LogicLogos- Logic

– EnthymemeEnthymeme: We should (choice), : We should (choice), because (commonplace). because (commonplace).

– CommonplaceCommonplace: Any cliché, belief, or : Any cliché, belief, or value that can serve as your audience’s value that can serve as your audience’s boiled- down public opinion. It’s the boiled- down public opinion. It’s the starting point of your argument.starting point of your argument.

Logos- LogicLogos- Logic

• DEDUCTIONDEDUCTION: Applying a general : Applying a general principle to a particular matter.principle to a particular matter.

• Premise A: Unicorns are imaginaryPremise A: Unicorns are imaginary

• Premise B: All unicorns have hornsPremise B: All unicorns have horns

• Conclusion C: Therefore all imaginary Conclusion C: Therefore all imaginary animals have horns. animals have horns. – Not Valid: A + B doesn’t necessarily = C.Not Valid: A + B doesn’t necessarily = C.– Not Sound: A or B isn’t true.Not Sound: A or B isn’t true.

Logos- LogicLogos- Logic

• INDUCTIONINDUCTION: Argument by example. It : Argument by example. It starts with the specific and moves to the starts with the specific and moves to the general.general.– ““I think this is true. For example…”I think this is true. For example…”– Fact, Comparison, StoryFact, Comparison, Story: The three : The three

kinds of examples to use in inductive kinds of examples to use in inductive logic.logic.

Logos- LogicLogos- Logic

• CONCESSIONCONCESSION: Using your opponent’s own : Using your opponent’s own argument to your advantage. You’re right…argument to your advantage. You’re right…

• Practical Example: When someone Practical Example: When someone expresses doubt about your idea answer expresses doubt about your idea answer with “Okay, let’s tweak it.” Then focus the with “Okay, let’s tweak it.” Then focus the argument on revising your idea as if the argument on revising your idea as if the group has already accepted it. You group has already accepted it. You conceded your opponent’s doubt, but still conceded your opponent’s doubt, but still win the day.win the day.

Logos- LogicLogos- Logic

• Framing StrategyFraming Strategy::– Find the audience’s commonplaces.Find the audience’s commonplaces.– Define the issue broadly, appealing to the values of the Define the issue broadly, appealing to the values of the

widest audience.widest audience.– Deal with the specific problem or choice, using the Deal with the specific problem or choice, using the

future tense.future tense.

• Definition StrategyDefinition Strategy: Controlling the language : Controlling the language used in an argument.used in an argument.

• Term ChangeTerm Change: Inserting your own language in : Inserting your own language in place of your opponents.place of your opponents.

• RedefinitionRedefinition: Accepting your opponent’s terms : Accepting your opponent’s terms while changing their connotation.while changing their connotation.

Logos- LogicLogos- Logic

• RHETORICAL FOULSRHETORICAL FOULS: Mistakes or intentional offenses : Mistakes or intentional offenses that stop an argument dead or make it fail to reach that stop an argument dead or make it fail to reach consensus.consensus.– Switching Tenses Away From the FutureSwitching Tenses Away From the Future: It’s fine to use the : It’s fine to use the

past or present, but deliberative argument depends on past or present, but deliberative argument depends on eventually discussing the future.eventually discussing the future.

– Inflexible Insistence on the RulesInflexible Insistence on the Rules: Using the voice of God, : Using the voice of God, sticking to your guns, refusing to hear the other side.sticking to your guns, refusing to hear the other side.

– HumiliationHumiliation: An argument that sets out only to debase : An argument that sets out only to debase someone, not to make a choice.someone, not to make a choice.

– InnuendoInnuendo: A form of irony used to debase someone. It often : A form of irony used to debase someone. It often plants an idea in the audience’s head by denying it.plants an idea in the audience’s head by denying it.

– ThreateningThreatening: Rhetoricians call this argumentum ad baculum- : Rhetoricians call this argumentum ad baculum- argument by the stick. It denies the audience a choice.argument by the stick. It denies the audience a choice.

– Nasty Language or SignsNasty Language or Signs– Utter StupidityUtter Stupidity..

Logos- LogicLogos- Logic

• LOGICAL FALLACIESLOGICAL FALLACIES: A wrong or : A wrong or misleading argument.misleading argument.– It’s important to detect them, just as It’s important to detect them, just as

you should spot any kind of persuasive you should spot any kind of persuasive tactic used against you. tactic used against you.

– Another reason to understand fallacious Another reason to understand fallacious logic: you may want to use it yourself.logic: you may want to use it yourself.

Logos- LogicLogos- Logic

• Bad ProofBad Proof: The argument’s commonplace or : The argument’s commonplace or principle is unacceptable, or the examples are bad.principle is unacceptable, or the examples are bad.– False ComparisonFalse Comparison: Two things are similar, so they must be : Two things are similar, so they must be

the same.the same.– All Natural Fallacy (Fallacy of Association)All Natural Fallacy (Fallacy of Association): Natural : Natural

ingredients are good for you, so anything called “natural” ingredients are good for you, so anything called “natural” is healthful. is healthful.

– Appeal to PopularityAppeal to Popularity: Other kids get to do it, so why don’t : Other kids get to do it, so why don’t I?I?

– Hasty GeneralizationHasty Generalization: Uses too few examples and : Uses too few examples and interprets them too broadly.interprets them too broadly.

– Misinterpreting the EvidenceMisinterpreting the Evidence: Takes the exception and : Takes the exception and claims it proves the rule.claims it proves the rule.

– Unit FallacyUnit Fallacy: Does weird math, often confusing the part : Does weird math, often confusing the part for the whole.for the whole.

– Fallacy of IgnoranceFallacy of Ignorance: Claims that if something has not : Claims that if something has not been proven, it must be false.been proven, it must be false.

Logos- LogicLogos- Logic

• Bad ConclusionBad Conclusion: We’re given too many choices, : We’re given too many choices, or not enough, or the conclusion is irrelevant to the or not enough, or the conclusion is irrelevant to the argument.argument.– Many QuestionsMany Questions: Squashes two or more issues into a : Squashes two or more issues into a

single one.single one.– False DilemmaFalse Dilemma: Offers the audience two choices when : Offers the audience two choices when

more actually exist.more actually exist.– Fallacy of AntecedentFallacy of Antecedent: Assumes that this moment is : Assumes that this moment is

identical to past, similar moments.identical to past, similar moments.– Red HerringRed Herring: Introduces an irrelevant issue to distract : Introduces an irrelevant issue to distract

or confuse the audience.or confuse the audience.– Straw ManStraw Man: Sets up a different issue that’s easier to : Sets up a different issue that’s easier to

argue.argue.

Logos- LogicLogos- Logic

• Disconnect Between Proof and Disconnect Between Proof and Conclusion: Conclusion: The proof stands up all right, The proof stands up all right, but it fails to lead to the conclusion.but it fails to lead to the conclusion.– TautologyTautology: A logical redundancy; the proof and : A logical redundancy; the proof and

the conclusion are the same thing.the conclusion are the same thing.– Reductio ad absurdumReductio ad absurdum: Takes the opponent’s : Takes the opponent’s

choice and reduces it to absurdity.choice and reduces it to absurdity.– Slippery SlopeSlippery Slope: Predicts a series of dire events : Predicts a series of dire events

stemming from one choice.stemming from one choice.– Post hoc ergo propter hoc (The Chanticleer Post hoc ergo propter hoc (The Chanticleer

Fallacy)Fallacy): Assumes that if one things follows : Assumes that if one things follows another, the first thing caused the second one.another, the first thing caused the second one.

Review

•What are the 3 basic types of Rhetoric?

•Why should we study Rhetoric?

•Give an example of a place in which we find Rhetoric.