The river goes ever ever on--

October 13, 2008
Messages from Dr. Hirst:

All students:
Welcome back from fall break.
Git back t' work.

From Knowledge News
3 Ways to Persuade
Aristotle: "Calm down, Plato. Campaign rhetoric isn't that bad."

The U.S. presidential campaign is kicking into high gear. That means both sides will be pulling out all of the rhetorical stops to try to persuade folks to pick their candidate. So, for a little perspective on the art of persuasion, we're turning to a political commentator unlike any on TV. We're turning to famous Greek philosopher Aristotle (384-322 BC). He wrote the book on rhetoric--called The Art of Rhetoric--way back in the 4th century BC.

We asked Aristotle, how should those politicians persuade? He told us that, aside from "tortures, depositions, and the like," there are only three ways: logos, pathos, and ethos. In English, you might say logic, emotion, and character. Put it all together, and you get a reasonable argument, passionately made, by a person you trust.

1. Logos
Logic is an obvious one. After all, who isn't a sucker for irrefutable facts, verifiable numbers, and the inexorable march of reason across the course of a well-constructed speech? In fact, for many thinkers, including Aristotle's mentor, Plato, logos is the only legitimate way to win friends and influence people. The rest is sophistry.

Logos was even more persuasive to ancient Greek philosophers, because they had a pretty expansive notion of what logos was. It could be the simple reason in the words of a speech, or it could mean the supreme reason of the universe, which all rational appeals naturally plugged into.

2. Pathos
Still, unlike old Plato, Aristotle was willing to look beyond strictly rational appeals. He recognized that people "do not give judgment in the same way when aggrieved as when pleased"--especially, he snobbily wrote, "audiences of limited intellectual scope and limited capacity to follow an extended chain of reasoning."

Enter pathos. Let's face it, said Aristotle. If you really want to persuade people, sometimes you have to resort to emotional appeals. It's why campaigns try to wrap themselves in the flag and make you fear the other guy. It's why a winning smile and puppy-dog eyes work magic in getting your way. It's why lawyers have the saying "If the facts are on your side, pound the facts. If the law is on your side, pound the law. If neither is, pound the table."

Of course, emotional appeals can take more subtle forms, too. Aristotle pointed out that eloquence itself is a kind of emotional persuasion. "Style makes the matter more persuasive," he wrote, "for the mind is tricked as though the speaker were telling the truth."

3. Ethos
For a reason-loving philosopher like Aristotle, admitting the power of pathos had to be hard enough. But he goes even further with ethos. "Character," he wrote, "contains almost the strongest proof of all."

Quite simply, it matters who's trying to persuade you. If the person trying to sway you shows "common sense, virtue, and goodwill" (for Aristotle, an ethical trifecta), then really, aren't you more likely to believe what that person says? Aristotle thought so, and so thought that persuasive attempts must work to "establish the speaker himself as being of a certain type"--namely, the type of person you'll believe.

Sometimes ethos is the only thing that matters. If, based on arcane medical tests, one doctor says you need immediate surgery, and another says you don't, how are you going to decide--except by judging who seems more credible? Similarly, lawyers put dueling experts on the stand, and politicians put dueling wonks on TV. Their reasons are obscure and technical, and only ethos makes the sale. That's why the old vaudeville philosophers used to say, "If you can fake sincerity, you've got it made."

--Michael Himic

All students:
Contact info for Lindsey Hamil:
Honeywell Technology Solutions, Inc. (HTSI)
Office:  843-744-1221, ext. 275
lindsey.hamil@honeywell.com

And don't forget Erika Andra.

Useful web sites discovered by students last semester:
http://owl.english.purdue.edu/owl/resource/539/01/
From Purdue’s online writing lab ("OWL").  Helpful hints on Active and Passive sentences. 
Good supplement to Dr. Hirst's style units.

http://owl.english.purdue.edu/owl/resource/566/01/
Another link from Purdue’s OWL.  Shows examples of correct punctuation.  Near the bottom is
a section on quotation marks; helpful for the fiction papers.

http://jerz.setonhill.edu/writing/creative/shortstory/index.html
A list of 10 tips for novice creative writers.  Great information on how to set up your fiction paper. 
Also tells how to create conflict, tension, etc.

http://xnet.rrc.mb.ca/leshanson/Writing_Resources.htm
Another link which will help you study for the final.  The site has PowerPoint lessons on grammar. 
It also has interactive exercises. 

Hyphen vs. en dash vs. em dash.

Philosophies of style.