ETHOSArgument by Character

ESTABLISHING ETHOS: DECORUM“You persuade a man only insofar as you can talk his

language by speech, gesture, tonality, order, image, attitude, idea: identifying

your ways with his.”- Kenneth Burke

ESTABLISHING ETHOS: DECORUM 1- Decorum

Rhetorical decorum is the art of fitting in anywhere.

Decorum tells the audience: Do as I say AND as I do.”

“When in Rome, do as the Romans do.”

To show proper decorum, act the way your audience expects you to act– not necessarily like your audience.

ESTABLISHING ETHOS: DECORUM TIPS. 1- Before you begin to argue, ask yourself:

What do they expect?

2- Don’t assume a character that strays too far from your own.

3- Adapt to the particular occasion.

4- When in doubt, use camouflage.

DECORUM- NOT EXAMPLES.

DECORUM- EXAMPLES

ESTABLISHING ETHOS: DECORUMPersuasion doesn’t depend on

being true to yourself. It depends on being true to an

audience.9/11 Bullhorn speech

Night of 9/11

ESTABLISHING ETHOS: MAKE THEM LIKE YOU Virtue= The Audience believes you share

their values.

A person who upholds the values of a group is rhetorically virtuous.

ESTABLISHING ETHOS: MAKE THEM LIKE YOU

Values change from audience-to-audience.

You must be seen to have the “right” values.

Virtues Example: Bill Clinton

ESTABLISHING ETHOS: MAKE THEM LIKE YOU How to pump up your rhetorical virtues for an

audience:

1- Bragging 2- Character References Joe Biden (start

4:30) 3- Reveal a tactical flaw- show some defect

that shows your dedication to the audience’s values George Washington: Forgive me, gentlemen, for my eyes

have grown dim in the service of my country. Switch sides when the powers that be do.

When you know you will lose, preempt your opponent by taking his side.

ESTABLISHING ETHOS: SHOW LEADERSHIP Practical Wisdom: The audience should

consider you a sensible person, as well as sufficiently knowledgeable to deal with the problem at hand.

Use the kind of common sense that gets things done.

An instinct for making the right decision on every occasion.

“Street Smarts.”

ESTABLISHING ETHOS: SHOW LEADERSHIP How to get an

audience to trust your decision: 1- Show off your

experience.

ESTABLISHING ETHOS: SHOW LEADERSHIP How to get an

audience to trust your decision: 1- Show off your

experience. 2- Bend the Rules (if

you have no other choice)

ESTABLISHING ETHOS: SHOW LEADERSHIP How to get an

audience to trust your decision: 1- Show off your

experience. 2- Bend the Rules (if

you have no other choice)

Seem to take the middle course. It helps to make the

audience think your adversary’s position is extreme.

ESTABLISHING ETHOS: WIN THEIR TRUST “Disinterested Goodwill” combines

selflessness and likability.

ESTABLISHING ETHOS: WIN THEIR TRUST

Disinterested

Uninterested

ESTABLISHING ETHOS: WIN THEIR TRUST Disinterested= Free of any special interest.

How to make your audience believe in your selflessness: The reluctant conclusion= Seem to deal

reluctantly with something you are really eager to prove. (p. 73)

The personal sacrifice= Act as if the choice you advocate for hurts you personally. (p. 74)

Dubitatio= Make it seem you have no tricks. Show doubt in your Rhetorical skills.

ESTABLISHING ETHOS: WIN THEIR TRUST Make it seem as though you have no tricks:

Dubitatio=Dubious. A knowledgeable audience tends to sympathize

with a clumsy speaker and even mentally argue his case for him.

Lincoln’s country-bumpkin image disguised a brilliant political analyst who could speak lucidly about the issues. His ethos made the audience trust his sincerity while

doubting his intellect– until he showed them his intellect.

In argument, you don’t rest on you personality and reputation, you perform them.