A Look at Argument, Persuasion, and Rhetoric

Argumentation-PersuasionEveryone has experience arguing- “Do it.”

“Why?”“Because I said so.”

“You can’t possibly expect me to believe what you are saying.”“Look, I know what I’m talking about, and that’s that.”

But-In writing or oration, it is using clear thinking and logic

to convince audience of the soundness of a particular opinion, especially on controversial topics.

Differences between… Argument- purpose to document objectively

to prove a point Persuasion- purpose to shake up readers

and motivate them to act

The two are usually combined because most people respond rationally and emotionally.

It’s not just words An argument can be any text (whether

written, spoken, or visual) that expresses a point of view.

Presenter

Presentation Notes

What are some of the arguments being shared?

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What is Taylor selling?

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What is the baby urging you to do?

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What does this cartoon claim?

Purpose of Argument

Inform Convince Explore Make

decisions

Act (action)Meditate

and prayThinkDo

Elements of Argument:

Claims Data/Evidence Elaboration/Reasoning Counter Claims The Appeals (logos, pathos, ethos), Fallacies (Look for this later) Rhetorical Strategies

What is a claim? An arguable statement In effect, someone who offers an

argument for a position is making a claim, providing reasons to support that claim, and implying that the premises make it reasonable to accept the conclusion.

Other terms: argument, thesis

There are three types of claim Claims of fact assert that something is

true or not true. Claims of value assert that something is

good or bad, more or less desirable. Claims of policy assert that one course

of action is superior to another.

Data/Evidence Information gathered to support the

claim. Evidence can include data, experience,

observations, reading, etc.

Elaboration/Reasoning This is the so what, so why, so how Explanation of why or how the data

supports the claim, the underlying assumption that connects data/evidence to the claim.

This falls under the elaboration category in the argumentative essay rubrics!

What is a Counter Claim The part of an argument in which a

speaker or writer counters opposing points of view.

It can also be referred as a counter argument or refutation.

The rebuttal is the evidence used to negate or disagree with the counter claim.

Constructing the Argument All of these elements go into making an

argument. Authors choose specific rhetorical strategies for maximum effectiveness, based on the factors already discussed

The strategies chosen are based off of the three appeals (logos, pathos, ethos)

Logos, Ethos and Pathos

Aristotelian Appeals

Aristotle’s Three Ways to Persuade

LogosEthosPathos

What is logos, ethos, and pathos?Logos = Logic

Ethos = Ethics, Image

Pathos = Emotions (Passion)

Logos

Logos is an argument based on facts, evidence and reason.

Using logos means appealing to the readers’ sense of what is logical.

Logos Example

Unemployment Rates in California for the last 20 years

EthosEthos is an argument based on character.

Using ethos means the writer or speaker appeals to the audience’s sense of ethical behavior. The writer or speaker presents him or herself to the audience as credible, trustworthy, honest and ethical.

“I am an ethical expert, so believe what I say.”

Ethos Example:

Quote: “Changes in professional football are producing a faster, more pass-oriented game.”

Repertoire: NFL Quarterback and Champion

Why is Peyton Manning credible?

Pathos

Pathos = argument based on feelings

Using pathos means appealing to readers’ emotions and feelings.

Pathos Example: Advertisement for

wrinkle cream How does this

advertisement appeal to emotion? Why?

What is rhetoric?Rhetoric is the art of

persuasion and study of effective speaking and writing

The goal of persuasion is to change others’ point of view or to move others to take action.

Rhetoric is the study of effective speaking and writing. Rhetoric studies

the effectiveness of language comprehensively, including its emotional impact, as much as its propositional content.

Rhetoric is how language and thought work together

thinking

speaking

writing

Rhetorically Speaking…

You will argue using rhetorical

strategies

You will evaluate rhetorical strategies

Rhetorical Analysis Analysis requires dissecting the piece

and categorizing/labeling its various parts.

Analysis requires full understanding of the argument’s general rhetorical structure.

The rhetorical analysis separates the parts of the argument to see how the whole works.

Writing a Rhetorical Analysis Is not a discussion of the content, nor

does it take a side on the issue. Requires the reader to explain how the

appeals are used and what effect they have. A clear knowledge of the intended

audience is important. Identifying specific strategies used for each

appeal is critical.

Using Rhetoric In every situation where you are attempting to

persuade someone of something, you are using rhetoric.

Your strategies adapt depending on the audience, situation, and other factors.

Most of us do this more or less unconsciously. Actively thinking about rhetoric is a bigger challenge.

Rhetorical strategies- Literary devices: symbolism, irony,

metaphor, imagery, alliteration, sarcasm, etc

Language devices: syntax, repetition, connotation, denotation, diction (but you better add an adjective to that), etc.

Fallacies: scare tactics, bandwagon See http://rhetoric.byu.edu/ for many

more…