Rhetoric and Persuasion Techniques

METHODOLOGY: RHETORIC

• Definition of Rhetoric:
  • Rhetoric encompasses discourse processes that stimulate or strengthen individuals' adherence to propositions presented to them.

THREE TYPES OF RHETORIC

• Rhetoric as Speech:

  • Any public expression (oral or written) constitutes discourse.
  • Three genres of rhetoric:
  1. Judicial: Focuses on past actions and their justice.
  2. Deliberative: Centers on future actions and policies.
  3. Epideictic: Concerned with praise or blame in the present.

• Rhetoric as Eloquence:

  • Etymology: Derived from the Latin verb ‘loquor’ meaning "to speak".
  • Involves the ability or skill of public speaking effectively.

• Rhetoric as Technique:

  • Involves learned ability or skill to articulate well, necessitating systematic teaching and theory.

PERSUASION ELEMENTS

• Key Players in Rhetoric:

  • Orator:

  • The impact of argumentation varies with the speaker’s credibility and respect.

  • Possession of 'capital of trust' and moral authority enhances persuasive power.

  • Media (Language):

  • Focuses on intrinsic quality of arguments: relevance, proof, clarity, and correctness of language.

  • Emphasizes rationality of logos, where logical arguments lead to audience agreement.

  • Audience:

  • The discourse must resonate with the audience’s opinions and emotions.

  • Persuasion incorporates emotional appeal to elicit engagement beyond mere logic.

RHETORICAL ART

• Application of Rhetoric:

  • Rhetorical art enables the orator to tactfully engage these three dimensions for effective persuasion.

• Three Key Concepts in Greek and Latin:

  1. Ethos (Grec) vs. Conciliare (Latin):
  • Ethos concerns the character and credibility of the speaker.
  • Conciliare targets audience engagement and building rapport.
  1. Logos (Grec) vs. Docere (Latin):
  • Logos signifies reasoning capacity.
  • Docere involves delivering informative, verifiable content.
  1. Pathos (Grec) vs. Mouere (Latin):
  • Pathos identifies the emotional response in the audience.
  • Mouere means to evoke or stir emotions, facilitating connection.

PREPARATORY EXERCISES

• Types of Exercises (in Greek Progymnasmata / Latin Praeexercitamenta):

  1. Fable (mythos, fabula): Write a fable to illustrate a moral.
  2. Narration (narratio): Present facts in a clear story format.
  3. Chrie: Short anecdotes to comment on moral lessons.

• Other Exercises:

  • Maxim, Refutation, Confirmation, and Praise, etc.

ARISTOTLE'S FOUR TYPES OF AUDIENCES

• Auditors: Target group to persuade.
• Spectators: Onlookers not directly engaged.
• Orators: Speakers influencing others through argumentation.
• Interlocutors: Two speakers interacting with each other.

FOUR RHETORICAL DYNAMICS

• Monological: One speaker addressing an audience.
• Deliberative: Discussion aimed at reaching a decision.
• Competitive: Debate where rivals argue for dominance.
• Conflictual: Engagement reflecting opposition and disagreement.

WORKING WITH ETHOS

• Elements of Ethos:
  • Sincerity, competence, seduction (appealing benevolence).
  • Various formats: verbal, paraverbal, and non-verbal communications.

THE WORK OF LOGOS

• Argumentation Structure:
  1. Exordium: Introduction to engage audience attention.
  2. Narration: Present relevant facts coherently.
  3. Argumentation:
  • Confirmation: Support claims with evidence.
  • Refutation: Address counterarguments.
  1. Peroration: Conclusing with emotional appeal or summary.

ARGUMENTS AND EVIDENCE

• Types of Evidence:
  • Non-technical: Established outside rhetorical skill.
  • Technical: Invented through rhetorical ability.
• Sign vs. Likelihood:
  • A sign is observable; likelihood is probable based on experience.

SYLLOGISMS IN ARGUMENTATION

• Deduction: General to particular (e.g., All humans are mortal: Socrates is a human: Therefore, Socrates is mortal).
• Induction: Particular to general (e.g., All swans observed were white: All swans are white).

GOOD ARGUMENT CRITERIA

• Arguments must be:
  • Rigorous: Soundly structured.
  • Effective: Persuades and resonates.

USAGE OF NARRATION

• Crafting persuasive narratives enhances engagement by evoking emotions and illustrating morals effectively.

FINAL REMARKS

• Rhetoric is a comprehensive disciplinary practice that combines ethical appeals, logical structures, and emotional significance to engage and persuade audiences.