The Art of Persuasion

Concept Development

Activity

Pretend you are at the mall and you just saw that one thing you so desperately want. You only have 45 seconds, an elevator ride, to convince your parent to purchase this item for you. In those 45 seconds what would you say or do?

Now share with your group your thoughts. How would you approach your parent? What would you say? How would you say it?

At this time, share with the class some of your responses.

Definition - Brainstorming

So, based on your responses, what is persuasion? (7-10 minutes)

Grouping Activity

Now let’s take this list and see if we can combine some the examples into categories. What can be grouped together? (7-10 minutes).

Non-Examples

Ok, here is a challenge – what are some non-examples of persuasion? What is NOT persuasion? (7-10 minutes).

Concept Development

Based on your responses and grouping, what are some concepts of persuasion?

Keep in mind that a concept is something that is universal, abstract, and timeless. (10 minutes).

Concept Statement

So based on our discussion what is persuasion?

Activity

You will be watching a short video and answering the questions below based on your group number.

1. What is the video about?

2. What is the message?

3. How is the message presented?

4. What is the purpose of the video?

Which persuasive mode does the video focus on?

The Art of Persuasion

Ethos, Pathos, Logos

Aristotle on rhetoric describes the modes of persuasion as thus:

Persuasion is clearly a sort of demonstration, since we are most fully persuaded when we consider a thing to have been demonstrated. Of the modes of persuasion furnished by the spoken word there are three kinds.

Persuasion is achieved by the speaker's personal character when the speech is so spoken as to make us think him credible.

Secondly, persuasion may come through the hearers, when the speech stirs their emotions.

Thirdly, persuasion is effected through the speech itself when we have proved a truth or an apparent truth by means of the persuasive arguments suitable to the case in question.

Definition

According to Aristotle, rhetoric is "the ability, in each particular case, to see the available means of persuasion."

He described three main forms of rhetoric: Ethos, Logos, and Pathos.

Ethos

Ethos is appeal based on the character of the speaker. An ethos-driven document relies on the reputation of the author.

Language appropriate to audience and subject Restrained, sincere, fair minded presentation

Appropriate level of vocabulary Correct grammar

Demonstrates author's reliability, competence, and respect for the audience's ideas and values through reliable and appropriate use of support and general accuracy

Example

I am a husband, a father, and a taxpayer. I’ve served faithfully for 20 years on the school board. I deserve your vote for city council.

Logos

Logos is appeal based on logic or reason.

Theoretical, abstract  language Denotative meanings/reasons Literal and historical analogies Definitions Factual data and statistics Quotations Citations from experts and authorities Informed opinions

Evokes a cognitive, rationale response

Example

“We do not have the one million dollars it will cost to improve our railroads. And without improvements, this transportation system will falter and thus hinder our economy by increasing road traffic up 75%; which will increase road repair costs, gas expenses, and fatalities. Therefore, we should raise taxes to pay for better railroads.”

Pathos

Pathos is appeal based on emotion.

Vivid, concrete language Emotionally loaded language

Connotative meanings Emotional examples Vivid descriptions Narratives of emotional events Emotional tone Figurative language

Evokes an emotional response

Example

Bob Dole wants to hurt the elderly by cutting Medicare.

Aristotelian Triad

Activity

Based on your number you will identify how your element is presented. So those students that are 1 will focus on ethos; 2 on pathos; 3 on logos; and 4 will discuss if the use of all three components was effective in persuading.

1 – Ethos2 – Pathos3 – Logos4 – Was it effective?

Activity

After viewing video:

Now move to the area of the room where your category is listed on the chart paper. In your group first discuss how your element was presented. Then on the chart paper list examples from the video that represent your element. Make sure you decide who in the group will present your findings.

Debriefing Activity/Discussion

Go back to your seat and discuss with your pod the following:

1. Was the video convincing? How?2. Did the video implement the Aristotelian

Triad of ethos, pathos, logos? How?3. Did the video call for action? How?