A. “Art of Persuasion” (Preface)
B. Few colleges and universities still teach it
C. Romans using “the first infomercial tactic” – dirimens copulation : a joining that interrupts
1. “Not only do we have this, but we have….” (5)
D. To prove of its importance, Heinrich attempts a day without persuasion 1. “Free of advertising, politics, family squabbles, or any psychological manipulation whatsoever.” (6) Offense
I. Argument vs. Fight
A. “In a fight, each disputant tries to win.” (15)
B. “In an argument, they try to win over an audience – which can compromise the onlookers, television viewers, an electorate, or each other” (15) 1. In order to argue effectively, the arguer must first set a personal goal, and then play an active role in setting the goals of the “audience”.
C. Marcus Tulius Cierco came up with three goals for persuading people.
1. Stimulate your audience’s emotions
2. Change its opinions
3. Get it to act
II. Three basic issues with Rhetoric
A. Argument Tools: the three core issues
1. Blame – past
2. Values – present
3. Choice – future
B. Aristotelian terms
1. The rhetoric of the past being “forensic”
2. The rhetoric of the present being “demonstrative”
3. The rhetoric of the future being “deliberate”
III. Character, Logic, & Emotion
A. Logos – argument by logic
1. Relating to the brain of your audience.
B. Ethos – argument by character
1. Relating to the gut of your audience.
C. Pathos – argument by emotion
1. Relating to the heart of your audience.
IV. Decorum – Ethos
A. Decorum- when an agreeable ethos matches the audience’s expectation for a leader’s tone, appearance, and manners. B. Ethos in Greek means “habitat”
1. The environment animals and people live in.
V. Three essential qualities of a persuasive ethos
A. Rhetorical Virtue
1. “It can spring from a truly noble...