rhetorical tools

virtue/cause (ethos)

let them know you share their values

practical wisdom/craft (ethos)

know the right thing to do every occasion

disinterest (ethos)

be impartial

bragging (ethos)

let the audience know you're qualified (use sparingly)

character reference (ethos)

have others brag for you (better than self-promotion)

decorum (ethos)

the art of fitting in; matching the audience's belief; being agreeable

tactical flaw (ethos)

reveal a weakness or a sacrifice you have made for your position (be transparent)

change your position (ethos)

if proven wrong, be willing to change your position

deduction (logos)

a general principle to a particular matter

premise (logos)

a fact or commonplace (where deductive logic begins)

enthymeme (logos)

the logical sandwich that contains deductive logic; has a conclusion but an implied premise

induction (logos)

argument by example; starts with a specific and moves to the general

deductive logic (logos)

interprets the circumstances through an existing belief - a commonplace

inductive logic (logos)

uses the circumstances to form a belief

deduction (logos)

a general principle to a particular matter; (broad to specific) or syllogism

Syllogism (logos)

going from a major statement to a minor premise

counterargument (logos)

anticipating the opposing view; agreeing with the opposing side (concede); denying the validity of all or part of the opposing side's view (refute)

the common place (logos)

the starting point of an argument (any cliché belief or value); the ground the audience currently stands on

the advantageous/deliberative argument (logos)

basing your argument on what's good for the audience, not for you

babbling (logos)

when your audience repeats the same thing over and over, it is probably mouthing a commonplace

the commonplace label (logos)

applying a commonplace label to an idea, proposal, or legislation

the rejection (logos)

when the audience turns you down

techniques for labeling

term changing, redefinition, jujutsu, judo, framing

term changing (logos)

don't accept the terms your opponent uses, insert your own

redefinition (logos)

accept your opponent's terms while changing the connotation

jujutsu (logos)

if your opponent's terms actually favors you, use then offsensively

judo (logos)

use terms/definitions that contrast your opponents

framing (logos)

shaping the bounds of an argument

framing techniques

1. find audience's commonplace— words that favors you

2. define the issue broadly appealing to the values of the widest audience

3. deal with the specific problem or choice, using the future tense

sympathy (pathos)

primary tool of pathos⎯ showing conern for the audience's emotions; beware of over-sympathizing

Storytelling/Anecdotes (pathos)

a way to give the audience a virtual experience; the best way to change an audiences' mood

self-control/emotional volume control (pathos)

don't visibly exaggerate your emotions; speak simply

volume control/belittlement charge (pathos)

underplaying your emotion; start low then increase

simple speech (pathos)

use plain speech; ornate speech belongs to ethos and logos

anger (pathos)

comes from frustrating a desire (mob mentality)

patriotism (pathos)

has to do with emotions; not to be confused with idealism (ideas)

emulation (pathos)

an emotional response to a role model; a need to belong

unannounced emotion (pathos)

don't advertise your emotion; involve it

desire or lust (pathos)

exploring the audiences' lust to act

persuasion gaps (pathos)

first, find them then fill them with desire

passive voice (pathos)

pretending that things happened on their own

comfort/cognitive ease (pathos)

keep the audience in an easy, docile, instinct state; made the argument more palatable

achieving comfort

keep things simple; empower your audience; try to make them smile

humor/laughter (pathos)

a calming device when used properly; makes the audience receptive to new ideas (long of map) be aware of the subject, laughing at sin isn't good

types of humor

1. urbane humor (wordplay)

2. wit

3 facetious humor

4 banter

urbane humor

plays off a word or part of speech

wit

situational humor

facetious humor

joke telling (ineffective)

banter (snappy answers)

uses concession to throw the opponent's argument back at him

backfire

overplaying another's emotional reaction; effective after a personal fault