Lesson 5 Communication (Aristotle

Page 1

Aristotle's Rhetoric

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Background of Aristotle

• Time Period: 384-322 B.C.

• Education: Student of Plato

• Major Works:

  • The Rhetoric

  • The Politics

  • Nicomachean Ethics

• Key Quote:

  "It is absurd to hold that a man should be ashamed of an inability to defend himself with his limbs . . . but not ashamed of an inability to defend himself with speech and reason . . . for the use of rational speech is more distinctive of a human being than the use of his limbs."

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Aristotle's Concept of Rhetoric

• Eudaimonia (Yoo-thuh-mo-NEE-uh): A term referring to human flourishing or well-being.

• Antistrophos (an-TI-struh-fuss): A concept relevant to rhetorical argumentation.

• Reasoning under Uncertainty:

  • Deals with situations involving little information and unknown outcomes.

  • Focuses on contingencies in reasoning processes.

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Definition of Rhetoric

• Aristotle's Definition:

  "The faculty of observing in any given situation all of the available means of persuasion."

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Proofs in Rhetoric

• Two Types of Proofs:

  1. Inartistic (pre-existent): These are proofs that exist independently of the speaker's efforts.

  2. Artistic (created in speaking): These are created by the speaker.

• Three Types of Artistic Proofs:

  1. Credibility (Ethos): Involves the speaker's character, intelligence, and goodwill.

  2. Emotion/Emotional Appeals (Pathos): Engages the audience's emotions.

  3. Reasoning/Argument (Logos): Involves logical reasoning and argumentation.

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Aristotle in Business

• Influence Without Authority™: A concept by Andres Lares and Jeff Cochran.

• Components: SPEAKERS, CONSULTING, TRAINING, E-LEARNING

• 4-Step Process to influence people and decisions found at https://www.shapironegotiations.com/influence/

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Aristotle Through Pop Culture

• Exploration of Aristotle's concepts in contemporary media and culture.

Page 8

Aristotle in Allstate Ads

• Reference to Aristotle's rhetorical principles in the advertising campaign featuring "Mayhem."

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Types of Rhetoric According to Aristotle

• Three Types of Rhetoric:

  1. Forensic / Judicial (the Past):

     • Involves discussions of justice v. injustice.

     • Key concepts: kategoria (accusation) & apologia (defense).

  2. Ceremonial (the Present):

     • Focuses on honor v. dishonor.

     • Key concepts: eulogia (praise) & psogos (blame).

  3. Deliberative (the Future):

     • Concerns itself with utility and consequences.

     • Key concepts: reward/benefit & injury/cost.