Rhetoric & Arguments

The Art of Persuasion

Suzanne WebbMichigan State University

WRA 150: Consider Literacy

March 13, 2006

How will You Be Read

Rhetorically Speaking: Your Credibility, Persuasiveness,

And Emotional Appeals

The 5 Canons of Rhetoric

Invention Arrangement Style Memory Delivery

The 5 Canons of Rhetoric

Invention Coming up with something to say

The 5 Canons of Rhetoric

Arrangement “The order of the discourse”

The 5 Canons of Rhetoric

Style How you say it

The 5 Canons of Rhetoric

Memory How the orator recalls the information

The 5 Canons of Rhetoric

Delivery The way the discourse is performed

Write in the 21st Century

Writing is one of the world’s oldest technologies

Writing is both visual and verbal Writing is multilingual Writing can reach massive audiences

(in a very short time) Writing is primarily public from: p

27 EDW

When Writing an Argument You are attempting to convince

readers of something… Change their minds Urge them to do something Address a problem where no simple

solution exists

When Writing an Argument Who is your audience?

Scholars? Fellow Students? Collegues? Children?

Write to your particular audience

When Writing an Argument Shape your appeal to your audience

Establish common ground Respect your audience’s interests and views Choose examples the audience can relate to Use language appropriate to your audience

Audience p27 EDW

What is your topic or message? What is your relationship to your audience? What are your values & beliefs? Your audience’s? You & your audience’s background

knowledge? Time and space limitations? Purpose? Appropriate level of language?

What do you want your project to do? Analyze? Classify? Compare? Contrast? Define? Describe? Discuss? Explain? Survey? Prove?

The Argument p70 EDW

“…all language has an argumentative edge.”

Do not assume that all writers agree with you!

“What one [person] might call a massive demonstration another might call a noisy protest, and yet another an angry march…”

Analyzing the Argument p71 EDW What is the main issue (stasis) What emotional, ethical and logical appeals can

you use? How can you establish your credibility? What sources do you have? How current and reliable are they? Does your thesis reflect your claim accurately? How can you use visuals to support your

argument?

When Writing an Argument Stasis Theory (stasis = stand)

Did the act occur? How is the act defined? How important or serious is the act? What actions should be taken as a

result of this act?

When Writing an Argument Reason :: Logic Emotion :: Values Character :: Credibility :: Ethics

LOGOS :: PATHOS :: ETHOS

Logos :: Pathos :: Ethos

Logos The appeal to reason (logic)

Pathos The appeal to emotion (values)

Ethos The appeal to character (ethics)

When Writing an Argument Logos :: reason

“The facts don’t lie” Use of evidence Trustworthy sources Clearly defined terms

When Writing an Argument Pathos :: emotion of the reader

Reminds us of deeply held values Stirs reader’s emotions Creates a strong emotional appeal

When Writing an Argument Ethos :: character of the writer

The credibility, moral character, and goodwill of the writer (ethics)

Knowledgeable on the subject? Trustworthy? In the best interest of the audience?

When Writing an Argument Identify the elements of an

argument Most arguments share a claim,

reasons for that claim, warrants (assumptions) which connect the claim to the reasons, evidence (facts, credible opinions, examples, statistics), and qualifiers (limiting of the claim)

When Writing an Argument Identify the elements of an argument

Claim Reasons, for that claim Warrants or assumptions, which connect

the claim to the reasons Evidence, facts, credible opinions,

examples, statistics Qualifiers, limits of the claim

When Writing an Argument Recognize Fallacies

Serious Flaws Barriers to common ground and

understanding

Pages 74-76 The Everyday Writer Emotional, ethical, logical fallacies

Recognizing Fallacies

EmotionalBandwagon appeal, flattery, in-crowd appeal,

veiled threats, false analogies Ethical

Ad hominem, guilt by association, false authority Logical

Begging the question, post hoc fallacy, non sequitur, either-or, hasty generalization, oversimplification

When Writing an Argument Demonstrating Knowledge

Using credible sources

Demonstrating Fairness Considering the other side in your

paper adds to your credibility

Organizing an Argument

The Classical System1. Introduction2. Background3. Lines of Argument4. Alternative arguments5. Conclusion

Organizing an Argument

The Toulmin System1. Make your claim2. Qualify your claim3. Present good reasons as support4. Explain the underlying assumptions5. Provide additional evidence6. Acknowledge possible counter arguments7. Draw your conclusions

When Making Presentationsof your finished Arguments Know your material

Practice, practice, practice Helps you be more comfortable on presentation

day

Make Eye Contact Adds to your credibility Lets the listeners know you know your stuff

The 5 Canons of Rhetoric

Invention Arrangement Style Memory Delivery

When Making Presentationsof your finished Arguments Who is your audience?

How should you dress?

Always…

Thank the Audience

Be Sure to Take Questions

Props

PowerPoint Brochure Flyer Website Press Release Poster board Other Ideas?

Do You Remember C.R.A.P. ? Contrast Repetition Alignment Proximity

CONTRAST

Black type :: white background

Sizes :: draw the eye to the focal point

White space :: use it wisely!

REPETITION

Repeating Elements Colors Art (logos, pictures) Font Layout Navigation

ALIGNMENT

Flush Left Flush Right Centered Justified Pick one alignment and stick with it!

PROXIMITY

Grouping Elements Headlines close to their body copy Captions close to their pictures 3-5 Groupings per page

Give it The Squint Test

Don’t forget C.R.A.P.

Contrast Repetition Alignment Proximity

Typography

Promotes the “feeling” / Sets the “tone”

Pick 2 typefaces Headlines / Sub Heads / Body Copy Serif / San Serif

Use bold and italic for emphasis

Typography

Headlines Sub Heads

Body Copy

1 serif / 1 San Serif

Use bold and italic for emphasis

Type Sizes

BIG TYPE--LITTLE TYPE--

Great for adding contrast!

Type Sizes

Varying Sizes Adds Contrast Establishes a Hierarchy of Info Consistency is Key Keep “legibility” and “readability” in

mind

How Much Info Per Slide?

Not Much! A Bulleted List Five or Six lines of type Maybe 1 paragraph

Better to break up long passages into two or more slides

Color Psychology

http://www.sheriftariq.org/design/images/color/color_wheel.gif

Color Psychology

Do colors mean something? WARNING! JEALOUSY TRUST What about in other cultures?

Color Psychology

Sources on the web…

http://www.infoplease.com/spot/colors1.html

http://www.pantone.com/products/products.asp?idArticle=112&idArea=16

How will your project

be read?

4 Principles of Graphic DesignTypographical Suggestions

Color Psychology

Rhetoric & Arguments

The Art of Persuasion

How will you be read?