PERSUASIVE APPEALS:

PERSUASIVE APPEALS:

Logos, Pathos, Ethos

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RHETORICAL STRATEGIES DESCRIPTION NARRATION (anecdotes) ILLUSTRATION (examples) PROCESS-ANALYSIS DIVISION and CLASSIFICATION (roles, types) COMPARISON and CONTRAST (similarities, differ.) DEFINITION REFUTATION PARADOX CAUSE and EFFECT ANALOGY

bag o’ tricks

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TYPES of EVIDENCE FACTS STATISTICS FIGURES, NUMBERS, DATES EXAMPLES REASONS DETAILS ANECDOTES EYE-WITNESS TESTIMONY

first-hand, primary EXPERT TESTIMONY

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HOW TO EVALUATE EVIDENCE

TIMELINESS relevance

INTENT to entertain, to persuade

CREDIBILITY sincerity, agendas

CONTEXT circumstance, situation

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HOW TO EVALUATE EVIDENCE

LOGICAL: reasons, examples, details, facts, stats, figures

EMOTIONAL: examples, anecdotes, eye-witness testimony

CREDIBLE: details, facts, stats, figures, expert testimony

THE Rhetorical TRIANGLE

PATHOS

LOGOS

ETHOS

Not to be confused with Alexandre Dumas’ Three Musketeers: Athos Porthos Aramis (and d'Artagnan )

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BACKGROUND: ARISTOTLE and the RHETORICAL TRIANGLE

In Rhetoric (350 BC), the Greek philosopher Aristotle (384-322 BC) suggests that the fundamental human characteristics include: logic, reasoning emotion, empathy, compassion credibility, trust (perception of character)

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BACKGROUND: ARISTOTLE and the RHETORICAL TRIANGLE

Thus, he divided the persuasive appeals of rhetoric into 3 parts: Logos Pathos Ethos

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LOGOS “logic”

SUPPORT, PROOF, “GROUNDS”: logic reasons examples details facts

“Just the facts, ma’am.” (Dragnet) appeals to the Vulcan inside us (Star Trek)

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EVALUATING LOGOS PURPOSE =

to stir readers’ thoughts to offer readers different perspectives to get readers to see something in a new way

THESIS = reasonable

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EVALUATING LOGOS EVIDENCE =

accurate clear, convincing relevant, appropriate

REASONS = make sense no fallacies

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LOGOS EXAMPLESSHAKESPEARE’S SONNET #18:

Shall I compare thee to a summer's day?Thou art more lovely and more temperate:Rough winds do shake the darling buds of May,And summer's lease hath all too short a date:Sometime too hot the eye of heaven shines,And often is his gold complexion dimmed,And every fair from fair sometime declines,By chance, or nature's changing course untrimmed: But thy eternal summer shall not fade,Nor lose possession of that fair thou ow'st,Nor shall death brag thou wander'st in his shade,When in eternal lines to time thou grow'st,So long as men can breathe, or eyes can see,So long lives this, and this gives life to thee.

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LOGOS EXAMPLES

SONNET 18: LOGICAL CONSTRUCTION:

ordered structure 3 quatrains + 1 couplet evidence to support the point + concise

statement of the point RHYME SCHEME:

ABAB, CDCD, EFEF, GG REGULAR RHYTHM:

14 lines of rhymed iambic pentameter LOGIC, REASONS:

COMPARISONS and CONTRASTS

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Other Examples of Logos in Shakespeare

Macbeth on regicide Hamlet on anything (esp. suicide) Brutus on Conspiracy Jacques on the world stage Jacques on the 7 ages of man Ulysses on degree

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LOGOS in everyday life

to win an argument on any subject: receipts, ticket stubs photos, video text or phone or e-mail messages witnesses, quotes examples, instances, incidents, anecdotes weather, financial, medical, legal reports

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FRIENDS: to win an argument on sports (e.g.):

use reasons supported by statistics, highlights (examples), details, facts, spectator (witness)

SCHOOL: to argue a grade:

refer (rationally) to the syllabus, assignment sheet, textbook, test question, lecture notes, handouts

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PARENTS: to argue for a raise in allowance to argue to borrow the car to argue to extend curfew

refer to “record” (stats) or make a bargain

CAR: to buy a car, to repair/keep vs. trade/sell/junk

use a debit sheet, refer to an advertisement KBB, NADA, Edmunds.com, Lemon Law

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WORK (with your boss): to argue for a raise, day off

employment file, service, dedication, time card, schedule

WORK (with a customer): refer to circular, advertisement, sign, computer,

registerWORK (as a customer): with the cashier, customer service

representative refer to circular, ad, sign, register receipt

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Card Stacking present only one side of the issue failure in Iraq

Erroneous, faulty data WMD mistaken witness false credentials assumption, inference, implication (not fact)

Faulty reasoning poor induction or deduction

BAD LOGOS

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PATHOS “sympathy,” “empathy,” “pathetic” appeal to emotions (*fear, pity, guilt) human emotions=

affection, anger, contempt, delight, despair disgust, embarrassment, envy, excitement fear, guilt, hope, horror, humiliation, humor jealousy, joy, love, royalty, passion, pity pride, remorse, ridicule, sadness, shame shock, shyness, sorrow, vengeance

*often stronger than LOGOS*

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EVALUATING PATHOS

LEGITIMATE & APPROPRIATE NOT forced, NOT faked, NOT manipulative

With RESTRAINT NOT exaggerated, NOT overdone with wild hysterics

With a SENSE of AUDIENCE

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EVALUATING PATHOS

DANGERS: manipulative:

can lead readers from their better judgment mob mentality

often uses loaded language emotionally charged words or phrases words with strong connotations

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PATHOS EXAMPLESShakespeare’s Sonnet #29:

When in disgrace with fortune and men's eyesI all alone beweep my outcast state,And trouble deaf heaven with my bootless cries,And look upon myself, and curse my fate,Wishing me like to one more rich in hope,Featured like him, like him with friends possessed,Desiring this man's art, and that man's scope,With what I most enjoy contented least;Yet in these thoughts my self almost despising,Haply I think on thee, and then my state,Like to the lark at break of day arisingFrom sullen earth, sings hymns at heaven's gate;For thy sweet love remembered such wealth bringsThat then I scorn to change my state with kings.

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Other Examples of Pathos in Shakespeare

Macbeth’s “Tomorrow” (self-pity) Lear on ingratitude (self-pity) Lear with “Mad Tom” Lear with dead Cordelia Ophelia’s madness, Gertrude at Ophelia’s,

Horatio at Hamlet’s death Mark Antony with Julius Caesar’s wounds

(manipulative) Timon’s or Coriolanus’ vitriol Romeo and Juliet’s death

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PATHOS in everyday life

FRIENDS: peer pressure teasing

SCHOOL: to argue a grade, to submit a late assignment

appeal to your bad day, death in the family the evil computer (“the computer ate my

homework”) your race/gender, the teacher’s race/gender

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PARENTS: guilt-trips by/to your mother

previous events or relationships other siblings playing one parent against the other

RELATIONSHIPS: guilt-trips by/to your significant other

previous events or relationships other boy/girlfriends

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CAR: to buy or keep

attraction, sentimentality, frustration to try to get out of a speeding ticket

appeal to your bad day, death in the family, race or gender, to the officer’s race or gender

flirt, act dumb or innocent

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WORK: to argue with your boss

(to get a raise, promotion, break) use your family, dedication years of service, long shift

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WORK: as a customer:

to argue a price, repair work, warranty coverage

use your years of customer loyalty, justifiable anger or indignation

threaten to take your business elsewhere, to write or call the supervisor, to take your issue up the “food chain”

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Sentimentality: save the children commercials

Hatred: mobs, gangs, voters, anti-? demonstrations

Patriotism: rallies, parades, 9/11, commercials,

commercialization (not just USA patriotism) Love:

Valentine’s Day, ad/commercials, Web sites

BAD PATHOS

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Sex: ad/commercials (cars, TAG) Web sites

Humor: stand-ups, cartoons late-night shows (hit&run)

Religiosity: guilt-trips, hell fire & brimstone, hypocrisy extremists, fundamentalists, cults

BAD PATHOS

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ETHOS “ethics” writer’s credibility, character characteristics of an ethical person:

benevolence, courage, credibility, decency dedication, dignity, enthusiasm, good will honesty, honor, idealism, intelligence morality, nobility, patriotism, resolve, respect responsibility, seriousness, sincerity trustworthiness, valor, wisdom

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EVALUATING ETHOS

Is the writer… ? fair-minded trustworthy believable sincere honest well-prepared

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EVALUATING ETHOSAN ETHICAL WRITER ... presents both sides of the issue AND is fair to both sides (Rogerian Method) shows different points of view appears well-versed on subject (accuracy) gives biography (job, education, credentials) uses data that’s well-researched (*authority) has displays of intellect/knowledge exhibits a sense of right & wrong is not manipulative (*with PATHOS) uses the voice of a concerned citizen addressing a serious

societal issue perhaps is challenging givens/bullies demonstrates good will & good intentions appears dedicated to the truth

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ETHOS

TONE: (toward the subject and the audience) concerned caring, compassionate interested genuine, frank, earnest, honest

NOT sarcastic, NOT self-aggrandizing, self-righteous NOT condescending NOT arrogant NOT insincere

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ETHOS

DANGER: exploited to serve unethical ends: pretending to be moral, irresponsible/immoral persons presenting

themselves as responsible/moral

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ETHOS EXAMPLESSHAKESPEARE’S SONNET #130:

My mistress' eyes are nothing like the sun;Coral is far more red, than her lips red:If snow be white, why then her breasts are dun;If hairs be wires, black wires grow on her head.I have seen roses damasked, red and white,But no such roses see I in her cheeks;And in some perfumes is there more delightThan in the breath that from my mistress reeks.I love to hear her speak, yet well I knowThat music hath a far more pleasing sound:I grant I never saw a goddess go, My mistress, when she walks, treads on the ground:And yet by heaven, I think my love as rare,As any she belied with false compare.

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ETHOS EXAMPLES

SONNET #130: Same LOGOS as #18

14 lines of rhymed iambic pentameter 3 quatrains + couplet, contrasts

BUT… What is the Speaker’s tone?

Down-to-earth honesty, wit (anti-Petrarchan) Mean-spirited sarcasm

“dun,” “black wires,” “reek” “rare” =

(1) precious, special (2) unusual, freakish

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ETHOS EXAMPLESPOLONIUS to LAERTES:

Yet here, Laertes? Aboard, aboard, for shame! The wind sits in the shoulder of your sail And you are stayed for. There, my blessing with thee. And these few precepts in thy memory Look thou character. Give thy thoughts no tongue,Nor any unproportioned thought his act. Be thou familiar but by no means vulgar. Those friends thou hast, and their adoption tried, Grapple them unto thy soul with hoops of steel, But do not dull thy palm with entertainmentOf each new-hatched, unfledged comrade. Beware Of entrance to a quarrel, but being in, Bear 't that th' opposèd may beware of thee.

Give every man thy ear but few thy voice. Take each man's censure but reserve thy judgment.Costly thy habit as thy purse can buy, But not expressed in fancy—rich, not gaudy, For the apparel oft proclaims the man, And they in France of the best rank and station Are of a most select and generous chief in that.Neither a borrower nor a lender be, For loan oft loses both itself and friend, And borrowing dulls the edge of husbandry. This above all: to thine own self be true, And it must follow, as the night the day,Thou canst not then be false to any man. Farewell. My blessing season this in thee.

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ETHOS EXAMPLES Polonius’ LOGOS:

practical information aphorisms, maxims, clichés

Polonius’ ETHOS: rambling, meddling old man fathering at last minute (and the ship’s waiting!) not practical, but selfish, self-serving opposite of Jesus: Beatitudes & faith, hope,

love/charity making Laertes into a “mini-Polonius”

Polonius’ TONE? loving, tough love, thoughtful rambling, babbling, long-winded crude, manipulative, sinister, worldly

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ETHOS EXAMPLES CLAUDIUS at PRAYER:

“My words fly up, my thoughts remain below. / Words without thoughts never to heaven go.” (3.3.98-99)

insincerity, artificiality, dishonesty, duplicity, hypocrisy

heart vs. words

BAD ETHOS = “words without thoughts”

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Other Examples of Ethos in Shakespeare

Claudius on death Claudius at prayer Lady Macbeth attacking her husband’s

manliness to convince him to murder Duncan Decius’ re-interpretation of Julius Caesar’s

dream to get him to go to the capital Mark Antony’s eulogy of Julius Caesar to sway

the mob against the Conspirators

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ETHOS in everyday life

FRIENDS: your best interest, no ulterior motives advice from personal experiences

POLITICS: political, religious, sports scandals

who do you believe?! voting for a politician (record, accountability)

SCHOOL: request for help or argue a grade

factors: attendance, participation, preparedness, tone

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PARENTS: advice from experience fair, consistent rulings (parents) honesty, reliability, responsibility,

accountability (you)

RELATIONSHIPS: trust honesty, best interests, morals, values,

sincerity responsibility, accountability

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CAR: reliable dealer, quality service, good

reputation responsibility, accountability, dependability

WORK: attempt to be fair-minded, understanding,

calm, rational you, your boss, the customer

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false charm: proverbial wolf in sheep’s clothing politician, serial killer, ex-boy/girlfriend

hypocrites: who say one thing but do another

BAD ETHOS

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arguing a grade: disrespectful tone poor record

relationships: poor record, caught in a lie

lipstick, cig. smell faulty reasoning bullying limited sense of right & wrong

BAD ETHOS

THE

PERSUASIVE APPEALSin everyday life:

A CASE STUDY

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The STEROID Era

BASEBALL & STEROIDS

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MITCHELL REPORT

DRAMATIS PERSONAE

Kirk Radomski Barry Bonds Brian McNamee

Sammy Sosa, Jason Giambi, Rafael Palmeiro, Mark McGwire, Jose Canseco, Miguel Tejada

Sen. George Mitchell, union leader Donald Fehr, commissioner Bud Selig

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HE SAID-HE SAID

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CREDIBILITY?MITCHELL REPORT: George Mitchell, former Senate Majority leader, Maine Democrat (retired 1995) 20-month investigation & report has no legal standing relied on McNamee and Radomski (limited contact) only 2 active players involved (Giambi, Frank Thomas)

only 5 approached to be interviewed only 68 of 500 former players interviewed remainder of the 700 = current or former club officials, managers, coaches,

team physicians, athletic trainers, or resident security agents failure to release most of the evidence from his probe on doping in baseball

(50+ documents referenced in footnotes ) Conflict of interest:

Mitchell is on the board of directors for the Boston Red Sox; no BRS prime player was named, but prime NY Yankees players were

leaked information prior to Game 7 of ALCS (Indians-Sox) @ Paul Byrd’s (Indians pitcher) alleged steroids use

chairman of the board of the Walt Disney Co., parent of ESPN, which has an eight-year, $2.4 billion contract to televise MLB games & is currently producing a reality show with Barry Bonds

Mitchell was hired by the Commissioner’s Office and then suggests in the report that the CO have more testing power, rather than outside, independent testing

players were named, but not team officials (who knew @ steroid use, traded players when they quit)

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CREDIBILITY?RADOMSKI: a former New York Mets clubhouse attendant (11 yrs.) became the chief supplier of drugs for baseball players after the

2003 federal shut-down of BALCO after a December 2005 federal raid on his NY home (operation base) pleaded guilty (April 2007 ) in SF to money laundering & to the

illegal distribution of anabolic steroids, human growth hormone, Clenbuterol, amphetamines, & other drugs to McNamee and current & former MLB players

cooperated (17+ months) with the federal authorities and Mitchell’s investigators in exchange for leniency (plea deal) 17+ months of cooperation “undercover” distribution of steroids (wire) his own distribution of steroids his witnessing of steroid usage among Mets players knowledge of steroids in general Sentence: five years' probation & an $18,575 fine

faced up to 25 years in prison & $500,000 in fine

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CREDIBILITY?

McNAMEE: a prior sexual assault allegation against him prior public denials about giving steroids to

ballplayers cooperated with federal authorities & Mitchell as

part of a plea agreement on steroids-dealing charges

“drug dealer” kept “blackmail” evidence brought in Clemens’ wife RC was not at the 1998 J. Canseco party in

Miami

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CREDIBILITY?

CLEMENS: Andy Pettitte’s recollection of a 1999 conversation w/RC Clemens’ wife Debbie used HGH, from McNamee, in

2003 McNamee was right @ Pettitte and Knoblauch Mitchell Office’s notification to MLBPU in July only B-12 and Lidocaine injections from McNamee

Clemens had a "palpable mass" on his buttocks that was, according to Toronto Blue Jays' doctors & trainers, unlike anything they had ever seen caused by such injections

Why would McNamee lie @ Clemens but not @ AP, CK?

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CREDIBILITY?

CONGRESS: divided on party lines

Republicans = supported Clemens Democrats = supported McNamee Why? Clemens is from Texas and is a friend of

the Bush family. off-topic: supposed to be on the credibility of

the Mitchell Report and not on individual culpability

race: Barry Bonds = black, Roger Clemens = white; in order not to appear to have shown any bias, Congress wants to pursue Clemens with the same zeal it did Bonds

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CREDIBILITY?MAJORITY (Democrats)

Henry Waxman, Chairman, California Ed Towns, New York Paul E. Kanjorski, Pennsylvania Carolyn B. Maloney, New York Elijah Cummings, Maryland Dennis J. Kucinich, Ohio Danny K. Davis, Illinois John F. Tierney, Massachusetts William Clay, Missouri Diane Watson, California Stephen Lynch, Massachusetts Brian Higgins, New York John Yarmuth, Kentucky Bruce Braley, Iowa Eleanor Holmes Norton, DC Betty McCollum, Minnesota Jim Cooper, Tennessee Chris Van Hollen, Maryland Paul Hodes, New Hampshire Chris Murphy, Connecticut John Sarbanes, Maryland Peter Welch, Vermont

MINORITY (Republicans) Tom Davis, Ranking Member, Virginia Dan Burton, Indiana Christopher Shays, Connecticut John M. McHugh, New York John Mica, Florida Mark Souder, Indiana Todd Russell Platts, Pennsylvania Chris Cannon, Utah John James Duncan, Jr., Tennessee Michael R. Turner, Ohio Darrell Issa, California Kenny Marchant, Texas Lynn Westmoreland, Georgia Patrick McHenry, North Carolina Virginia Foxx, North Carolina Brian Bilbray, California Bill Sali, Idaho Jim Jordan, Ohio

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CREDIBILITY?Committee Jurisdiction

Legislative ResponsibilitiesThe legislative jurisdiction of the Committee on Oversight and Government Reform includes the following areas, as set forth in House Rule X, clause 1:

Federal civil service, including intergovernmental personnel; and the status of officers and employees of the United States, including their compensation, classification, and retirement;

Municipal affairs of the District of Columbia in general (other than appropriations);

Federal paperwork reduction; Government management and accounting measures generally; Holidays and celebrations; Overall economy, efficiency, and management of government operations

and activities, including federal procurement; National archives; Population and demography generally, including the Census; Postal service generally, including transportation of the mails; Public information and records; Relationship of the federal government to the states and municipalities

generally; and Reorganizations in the executive branch of the government.

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CREDIBILITY?Oversight Responsibilities

The oversight responsibilities of the Committee are set forth in House Rule X, clauses 2, 3, and 4. House Rule X, clause 2(b), provides that the Committee shall review and study on a continuing

basis— (A) the application, administration, execution, and effectiveness of laws and programs addressing

subjects within its jurisdiction; (B) the organization and operation of Federal agencies and entities having responsibilities for the

administration and execution of laws and programs addressing subjects within its jurisdiction; (C) any conditions or circumstances that may indicate the necessity or desirability of enacting

new or additional legislation addressing subjects within its jurisdiction (whether or not a bill or resolution has been introduced with respect thereto); and

(D) future research and forecasting on subjects within its jurisdiction. House Rule X, clause 3(i), provides that the Committee shall “review and study on a continuing

basis the operation of Government activities at all levels with a view to determining their economy and efficiency.”

House Rule X, clause 4(c)(1), provides that the Committee shall: (A) receive and examine reports of the Comptroller General of the United States and submit to the

House such recommendations as it considers necessary or desirable in connection with the subject matter of the reports;

(B) evaluate the effects of laws enacted to reorganize the legislative and executive branches of the Government; and

(C) study intergovernmental relationships between the States and municipalities and between the United States and international organizations of which the United States is a member.

And House Rule X, clause 4(c)(2), provides that the Committee “may at any time conduct investigations of any matter without regard to clause 1, 2, 3, or this clause [of House Rule X] conferring jurisdiction over the matter to another standing committee.”

< http://oversight.house.gov/rules/ >

http://oversight.house.gov/rules/

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RECORD BOOK

Documents

PERSUASIVE APPEALS: