COURS COMPLET EN LIGNE ENGLISH persuasion-Skills-Basics.pptx

COURS COMPLET EN LIGNE ENGLISH persuasion-Skills-Basics.pptx

1. Persuasion Skills

2. Explain the Major Principles of Persuasion Explain How to Persuade Different Personalities Explain the Use Positive Body Language for Persuasion Explain the Framework Theories for Applying Persuasion Explain Strategies for Developing Persuasion Skills Explain the Storytelling Technique of Persuasion Explain the Steps for Building Rapport Objectives Explain What is Persuasion Explain How Persuasion Works Describe the Importance of Persuasion Explain the Steps of the Persuasion Process Explain the Role of Communication in Persuasion Explain How to Use AIDA for Persuasive Writing List the Characteristics of a Good Persuader Explain the Rhetoric of Persuasion

3. Introduction Gerard works as a Senior Sales Executive at Leonia Inc. Frank Smith is Gerard’s Regional Manager at Leonia Inc.

4. Introduction Gerard has been recently offered a position in one of Leonia’s overseas offices in China for 2 years. However, Gerard is not very sure he should take up this offer due to various personal reasons.

5. Introduction He has two children who study in high school and are well settled and happy in their current school and among friends. Also, Gerard knows that his working wife would not be too happy to leave her job to move abroad to live in an unknown culture.

6. Introduction Frank’s boss has given Frank the responsibility of convincing Gerard of taking up the position in China. Let us look at a conversation between Frank and Gerard with regard to this situation.

7. Introduction Hi Gerard! How’s work going? Work’s going great Frank, but you must have heard about the position they offered to me in one of their offices in China.

8. Introduction Oh yes! I know about that and I have wanted to speak to you about the same. Is this a good time to discuss it? Sure, it would feel good to discuss the situation with someone. I can’t broach the subject at home before I myself have a clear idea about what I want to do.

9. Introduction So, I heard that you have been offered a position as Area Manager. Yes, that’s right.

10. Introduction So, why are you thinking twice about such a great offer? You know it would take you at least another five years to get to that position in this office. This place is just so saturated in terms of opportunities to grow. I know that but I have certain personal issues that are making me confused about this. What issues?

11. Introduction It’s just that my kids are in high school and are well-settled here in their current school. They have a nice and close group of friends. I do not want to move them to a new school especially at such an important juncture of their school days. They will soon be pursuing their graduation in college. I do not want them to face the hassles of adjusting and settling in a new school in an alien culture. I see; I can understand that.

12. Introduction That’s not all. My wife works as a Senior Technical Writer at Howard Inc. She hopes to be promoted to the position of Team Lead this year. She has really worked hard for this promotion. I just cannot ask her to give it all up to move to China. That’s a real shame but you do have a point there. Your kids and wife won’t be happy about moving to China at this juncture in their happy and settled lives.

13. Introduction Hey! I have an idea. Why don’t you speak to the Management and let them know that these are the issues that you have and you can take up this offer but only on certain conditions. Now, you can understand my confusion. I am so tense; I just can’t make up my mind.

14. Introduction You can tell them that you would be willing to move to China if and only if they allow you a week’s leave every six months to come back and meet your family. And what are those?

15. Introduction I am sure they would. They are really hard pressed upon finding someone from the head office here to fit the role of Area Manager in their Chinese office. Do you think they would agree to it? They need someone who can really take up the challenge to develop the market and clients in that area. They know they have chosen the best man when they chose you.

16. Introduction True! Moreover, it would also help you get into a leadership role where you would be handling a team of your own. It is a golden opportunity and one that I think you should not miss. Thanks Frank. I too am looking forward to getting into such a role. It would be such a great move for my career. You would not get a chance to get into a leadership role so easily in this office. You know that, right?

17. Introduction Oh yes! I know that. There are so many people competing for such roles in this office. I think I should speak to the Management openly about my issues and also suggest the plausible solution that you gave. Sure, you should. I would also personally speak to them and convince them. All the same, be ready to go to take up this offer and move to China. After all it is just for two years. After that, they have promised that they will move you back here. Think about the global market experience that you will get in this position. It is an offer too good to be true.

18. Introduction You are most welcome anytime! Go for it! Yes Frank, you are absolutely right. Why didn’t I think of all this before? I could definitely move temporarily for two years to China and then come back while my family can stay here during that period. My career would get a fresh new boost and their lives would also not get affected. I think it is a great idea. Thanks for talking to me Frank. I just couldn’t think like you.

19. Introduction You have seen from the conversation between Frank and Gerard how Frank persuades Gerard to take up the offer in the China office. Frank persuades Gerard to move from his confused thoughts to thinking very clear thoughts of taking up the offer. This is the power of persuasion.

20. Introduction Persuasion is crucial for success in every walk of life whether personal or professional. Let us learn about ‘Persuasion Skills’ in detail.

21. Explain the Major Principles of Persuasion Explain How to Persuade Different Personalities Explain the Use Positive Body Language for Persuasion Explain the Framework Theories for Applying Persuasion Explain Strategies for Developing Persuasion Skills Explain the Storytelling Technique of Persuasion Explain the Steps for Building Rapport Objectives Explain What is Persuasion Explain How Persuasion Works Describe the Importance of Persuasion Explain the Steps of the Persuasion Process Explain the Role of Communication in Persuasion Explain How to Use AIDA for Persuasive Writing List the Characteristics of a Good Persuader Explain the Rhetoric of Persuasion Explain What is Persuasion

22. What is Persuasion? ‘Persuasion’ is the process of communication that is intended to induce belief or action and of moving others by argument to a position or a particular course of action either temporarily or permanently. Persuasion is believed to be both an art and a science.

23. What is Persuasion? There are several ways in which a person may be persuaded such as follows: Choosing specific aspects or techniques that would persuade the person Making someone agree to your requests when you ask them Making someone say yes to you but also changing their attitude to your request Making someone say yes to you and also changing their perceptions Making someone say yes to you and also changing their behavior

24. The Art of Persuasion Persuasion is an art; you can get better and better with it. If you feel that you don’t have an innate talent for persuading others, don’t be disappointed because these skills can be honed and developed with the proper training and practice. People who always speak good things may feel that they are good persuaders, but that is not always the case. Persuasion is all about understanding what you want and what the other person wants, and then coming up with a win-win scenario.

25. The Art of Persuasion Persuasion happens everywhere – it’s omnipresent. You may have to persuade people for anything – right from the deadlines of a project to which person will do what chores at home. In the real world, it is sometimes difficult to ascertain whether your persuasion skills are good or bad. You may think that you are a good persuader, but in reality, it may be just the opposite. Even before you persuade, you will have to know what can people be persuaded for .

26. Explain the Major Principles of Persuasion Explain How to Persuade Different Personalities Explain the Use Positive Body Language for Persuasion Explain the Framework Theories for Applying Persuasion Explain Strategies for Developing Persuasion Skills Explain the Storytelling Technique of Persuasion Explain the Steps for Building Rapport Objectives Explain What is Persuasion Explain How Persuasion Works Describe the Importance of Persuasion Explain the Steps of the Persuasion Process Explain the Role of Communication in Persuasion Explain How to Use AIDA for Persuasive Writing List the Characteristics of a Good Persuader Explain the Rhetoric of Persuasion Explain How Persuasion Works

27. How does Persuasion Work? The given flowchart shows the way persuasion works through two different routes that may follow after an attempt to persuade is made. Superficial Processing: focused on surface features such as the communicator’s attractiveness or no. of arguments Temporary change that is susceptible to fading and counter attacks Deep Processing: focused on the quality of the message arguments Lasting change that resists fading and counter attacks High motivation & ability to think about message Message Audience Factors Persuasion Outcome Processing Approach Persuasion Attempt Low motivation & ability to think about message

28. Explain the Major Principles of Persuasion Explain How to Persuade Different Personalities Explain the Use Positive Body Language for Persuasion Explain the Framework Theories for Applying Persuasion Explain Strategies for Developing Persuasion Skills Explain the Storytelling Technique of Persuasion Explain the Steps for Building Rapport Objectives Explain What is Persuasion Explain How Persuasion Works Describe the Importance of Persuasion Explain the Steps of the Persuasion Process Explain the Role of Communication in Persuasion Explain How to Use AIDA for Persuasive Writing List the Characteristics of a Good Persuader Explain the Rhetoric of Persuasion Describe the Importance of Persuasion

29. Importance of Persuasion It helps to deal with people so that they feel important and appreciated. It helps to handle people without making them feel manipulated. It helps you to make someone want to do what you want them to. It helps in arousing a want to follow you and your instructions in others. It will help you to learn how to make people like you. It can help you to win people over to your way of thinking. It helps to change people without causing offense or arousing resentment. Persuading people can be beneficial to you in several ways such as:

30. How to Persuade Others? It is important that you should create a good impression of yourself among others in order to be able to persuade them. The World forms its opinion of us largely from the opinion we have of ourselves. The following are a few ways through which you can create a good impression: Don’t wear a disguise Don’t knock the other party Learn to Communicate Effectively Don’t try to be perfect Get people talking about themselves Don’t tease and don’t be sarcastic Let us look at each in detail.

31. Don’t Wear a Disguise Don’t wear a disguise Don’t wear a disguise: People are much smarter than you realize. The conscious mind may not be smart enough to analyze and see through the disguise that people wear, but our subconscious mind does identify the fakeness and disguise that people put on.

32. Don’t Knock the Other Party Don’t knock the other party Don’t knock the other party: Never try to humiliate others if you want to make a good impression. Instead, boost your own image. Not only do people dislike negative talk, but you are also setting a negative environment to persuade.

33. Learn to Communicate Effectively Learn to Communicate Effectively Learn to Communicate Effectively: One thing good persuaders have in common is skill in using words. Learn to communicate openly, honestly and passionately to persuade people.

34. Don’t Try to be Perfect Don’t try to be perfect Don’t try to be perfect: No one can fascinate every minute. When you try to be perfect, you appear to be fake and shallow. People will not believe you and will not be able to trust you.

35. Get People Talking about Themselves Get people talking about themselves Get people talking about themselves: If you want to persuade others, then show a genuine interest in other people’s opinions and views. If you can stimulate others to talk, you will acquire a reputation as a good conversationalist as well as a good person and will have greater persuasion power.

36. Don’t Tease and Don’t be Sarcastic Don’t tease and don’t be sarcastic Don’t tease and don’t be sarcastic: Teasing and sarcastic remarks are both aimed at the self esteem of others. Do not tease or pass sarcastic comments as they threaten the self-esteem of the other person and make you less likable. This will make it more difficult for you to be able to persuade the other person.

37. One of the key traits of a successful person in professional as well as personal front is one who can persuade people. Persuading people helps you to lead the people to your way of thinking and helps to prevent unnecessary conflicts and resentments. There is a very strong linear relationship between success and persuasion. Role of Persuasion in Success

38. Persuasion and Change of Attitude Cognitive Change: Such a change in attitude takes place when a person receives new information from others or media. Affective Change: Such a change in attitude takes place through a direct experience with the attitude object. Behavioral Change: Such a change in attitude takes place when a person is forced to behave in a way different than normal. There are three main changes of attitude that take place such as follows:

39. Use Persuasion to Change Attitudes of Others The only way you will be able to persuade others is when you learn to control and change the attitudes of other people. When you change the attitude of other people, their actions and hence their behavior will automatically come under your control. When a person’s attitude become favorable towards you, they are more likely to comply with your wishes and agree with your opinions and ideas.

40. Use Persuasion to Change Attitudes of Others Following are some of the key points to keep in mind in order to change the attitudes of other people: We have to adopt the attitude we want others to express. Speak out with confidence and grit. People react and respond in a like manner to the attitude and action expressed by you. Watch your posture at all times.

41. Use Persuasion to Change Attitudes of Others Following are some of the key points to keep in mind in order to change the attitudes of other people: Remember to be enthusiastic because enthusiasm is contagious and spreads from one person to another and so does indifference and lack of enthusiasm. Begin today to develop an enthusiastic, confident attitude and manner. Confidence breeds confidence. If we believe in our self, and act as if we believe in our self, others will believe is us. Hold your head up and display a positive body language at all times.

42. Factors affecting Attitude Change The ‘formation of attitude’ and ‘change of attitude’ are not separate phenomenon but are interwoven. Based on the changing needs and interests, people tend to accept, change or give up on their existing attitudes. Hence, whenever a person faces any kind of changes in his needs or interests, his attitude may undergo a change.

43. Factors affecting Attitude Change There are various factors that affect whether a change or acceptance of a new attitude will take place such as follows: Who is the communicator? How is the communication presented? How is the communication perceived by the audience? What is the credibility of the communicator? What are the conditions under which the knowledge was received?

44. MCQ Q. Which of the following causes a change in attitude through a direct experience with the attitude object? Click on the radio button to select the correct answer!

45. MCQ Q. Which of the following causes a change in attitude through a direct experience with the attitude object? Good! That's Right! Correct Answer: An ‘Affective Change’ is a change in attitude that takes place through a direct experience with the attitude object. Click here to continue!

46. MCQ Q. Which of the following causes a change in attitude through a direct experience with the attitude object? That's Not Quite Right! An ‘Affective Change’ is a change in attitude that takes place through a direct experience with the attitude object. Click here to continue!

47. Explain the Major Principles of Persuasion Explain How to Persuade Different Personalities Explain the Use Positive Body Language for Persuasion Explain the Framework Theories for Applying Persuasion Explain Strategies for Developing Persuasion Skills Explain the Storytelling Technique of Persuasion Explain the Steps for Building Rapport Objectives Explain What is Persuasion Explain How Persuasion Works Describe the Importance of Persuasion Explain the Steps of the Persuasion Process Explain the Role of Communication in Persuasion Explain How to Use AIDA for Persuasive Writing List the Characteristics of a Good Persuader Explain the Rhetoric of Persuasion Explain the Steps of the Persuasion Process

48. Steps of the Persuasion Process As proposed by Professor Jay Conger, the following are the steps to be followed in the Persuasion Process: Step 1: Establish Credibility and Trust in Yourself Step 2: Find a Basis of Common Ground Step 3: Provide Vivid Proof Step 4: Connect at an Emotional Level Let us look at each in detail.

49. Step 1: Establish Credibility and Trust in Yourself Step 1: Establish Credibility and Trust in Yourself: The first step of the ‘Persuasion Process’ is to establish credibility and trust in yourself in the minds of the audience. You can do this by using your expertise and knowledge in the field that you are speaking about, by building and then appealing to the strong relationships that you share with your audience, by carefully listening to others and their opinions and by using your history of good judgement to appeal to each person’s individual personality.

50. Step 2: Find a Basis of Common Ground Step 2: Find a Basis of Common Ground: You should ‘find a basis of common ground’ between you and the other person whom you want to persuade. So, you should find a basis that can be agreed to by all parties for reaching a mutual understanding. First clear and clarify the benefits that your opinions have to offer and then look for mutually beneficial solutions for you as well as the other party. Once you have found the mutual benefits, you should clearly state and define the advantages and benefits to the other party.

51. Step 3: Provide Vivid Proof Step 3: Provide Vivid Proof: This step involves presenting your audience with vivid or clear proofs to support your statements and opinion. You can use logic and facts to support your statements, using imagery and metaphors to help other person compare and understand your opinions. You can use stories and examples to help other person associate with your ideas and feelings. You may use numbers to prove your statements by presenting spreadsheets to support your statements.

52. Step 4: Connect at an Emotional Level Step 4: Connect at an Emotional Level: This step involves connecting with the other person at an emotional level. You should understand the tangents or aspects to the person’s personality. You should show empathy and your respect for their feelings and opinions. You should show your commitment, honesty and dedication. In order to connect at an emotional level, you should have a high degree of self-awareness so that you can understand your own emotions as well as the other person’s emotions.

53. Explain the Major Principles of Persuasion Explain How to Persuade Different Personalities Explain the Use Positive Body Language for Persuasion Explain the Framework Theories for Applying Persuasion Explain Strategies for Developing Persuasion Skills Explain the Storytelling Technique of Persuasion Explain the Steps for Building Rapport Objectives Explain What is Persuasion Explain How Persuasion Works Describe the Importance of Persuasion Explain the Steps of the Persuasion Process Explain the Role of Communication in Persuasion Explain How to Use AIDA for Persuasive Writing List the Characteristics of a Good Persuader Explain the Rhetoric of Persuasion Explain the Role of Communication in Persuasion

54. Role of Communication in Persuasion Effective Communication is important to persuade people because: It is about how information is sent and received between people It is crucial for working successfully with others It enables to maintain relationships It allows to accomplish tasks while working with both individuals and groups It motivates It helps to overcome obstacles It creates a comfortable, trustful and psychologically safe feeling

55. Dos of Communication for Persuasion Validation of each other Sensitive listening Dual perspective Recognize other’s concerns Seek clarification Infrequent interruptions Focus on specific issues Compromises and contracts Useful meta communication Summarizing the concerns for both partners The following are some of the ways that you can use constructive communication for persuasion:

56. Don’ts of Communication for Persuasion Disconfirmation of each other Poor listening Preoccupation with self Cross-complaining Hostile mind reading Frequent interruptions Everything is thrown in Counterproposals Excessive meta communication Self-summarizing The following are some of the don'ts of communication and how to avoid using destructive communication for persuasion:

57. Verbal Techniques for Effective Persuasion Sometimes we may be required to speak to an audience. The norms of persuading an audience are slightly different from when one is speaking to an individual. Effectively engaging an audience is dependent on the speaker's ability to sound interesting and convey a positive attitude. Developing good speaking skills involves an increased awareness of your voice, language, body language and tone while speaking.

58. Verbal Techniques for Effective Persuasion Body Language Voice Language Tone and Humor The following verbal techniques should be considered and carefully put to use while trying to persuade an audience: Let us look at each in detail.

59. Voice Voice Your primary tool for persuading while speaking to an audience is your voice. When speaking to an audience, think about projection, pace and modulation. Let us look at each in detail. Pace Projection Modulation

60. Voice Voice: Projection Your primary tool for persuading while speaking to an audience is your voice. When speaking to an audience, think about projection, pace and modulation. Let us look at each in detail. Pace Projection Modulation Projection Projection: The volume of your voice should be loud enough that everyone can hear you. At the beginning of the session, ask the audience if they can hear you and adjust your volume accordingly.

61. Voice Voice: Pace Your primary tool for persuading while speaking to an audience is your voice. When speaking to an audience, think about projection, pace and modulation. Let us look at each in detail. Pace Projection Modulation Pace Pace: Make sure you are not going so fast that people cannot keep up, or so slow that people get bored and stop paying attention. You can also use strategic pauses, such as pausing just before an important point in order to emphasize it.

62. Voice Voice: Modulation Your primary tool for persuading while speaking to an audience is your voice. When speaking to an audience, think about projection, pace and modulation. Let us look at each in detail. Pace Projection Modulation Modulation Modulation: Varying your inflection and volume will keep your audience's attention, whether your natural speaking voice is high or low, loud or soft.

63. Language: Avoid using technical terms, explain the concept and difficult terms. Use analogies to explain difficult concepts or ideas. Language Language

64. Body Language: Develop eye contact with your audience. Use gestures to emphasize points and keep your audience's attention. Stand up. It keeps your audience's attention. Walk around to keep your audience's attention. Relax! Be conscious of your body posture throughout the session. Smile and laugh! It engages your audience and makes you more approachable. Body Language Body Language

65. Tone and Humor: Use your tone to convey an infectious enthusiasm for the topic. Be positive and upbeat and don't focus on negatives or difficulties. Incorporate humor into your discussion, this will help you build rapport with your audience. Tone and Humor Tone and Humor

66. Tips for Effective Communication for Persuasion The following are a few tips for effective communication for persuasion: Both people should be psychologically present and not rushed Mange time during discussion effectively 1 Show grace, when appropriate Focus on the overall communication system Be flexible Use bracketing to keep the discussion focused Aim for win-win discussions Honor yourself, your audience and the relationship Grant forgiveness or put aside our own needs, if possible

67. Delivery of the Persuasion Pitch There are two ways in which a person may deliver or make a persuasion pitch, such as follows: Effective/Positive Delivery Ineffective/Negative Delivery Let us look at each in detail.

68. Effective/Positive Delivery Ineffective/Negative Delivery Ineffective/Negative Delivery Supportive: The persuasion pitch is delivered in non-threatening and encouraging manner. Helpful: The persuasion pitch is meant to be of value to the other person. Descriptive: The persuasion pitch focuses on behavior that can be changed. Sensitive: The persuasion pitch takes into consideration the other person and is sensitive to their needs. Considerate: The persuasion pitch is intended to not insult or demean. Direct: The persuasion pitch is focussed and clear. Healthy timing: The persuasion pitch is given at an opportune time. Thoughtful: The persuasion pitch is well thought out rather than impulsive. Specific: The persuasion pitch is focused on specific behaviors or events. Effective/Positive Delivery of Persuasion Pitch

69. Ineffective/Negative Delivery Effective/Positive Delivery Effective/Positive Delivery Indirect: Ideas are not addressed directly and persuasion pitch is vague. General: Persuasion pitch aims at broad issues which cannot be defined. Insensitive: Such persuasion pitch has little concern for needs of the other person. Attacking: Aggressive and focusing on the weaknesses of the other person. Disrespectful: The persuasion pitch is disrespectful and almost insulting. Poor timing: The persuasion pitch is not given at an optimum time. Impulsive: The persuasion pitch is given thoughtlessly, with little regard for the consequences. Judgmental: P ersuasion pitch is prejudiced and judges personality rather than behavior. Selfish: The persuasion pitch meets only the speaker’s needs, rather than the needs of the other person. Ineffective/Negative Delivery of Persuasion Pitch

70. Explain the Major Principles of Persuasion Explain How to Persuade Different Personalities Explain the Use Positive Body Language for Persuasion Explain the Framework Theories for Applying Persuasion Explain Strategies for Developing Persuasion Skills Explain the Storytelling Technique of Persuasion Explain the Steps for Building Rapport Objectives Explain What is Persuasion Explain How Persuasion Works Describe the Importance of Persuasion Explain the Steps of the Persuasion Process Explain the Role of Communication in Persuasion Explain How to Use AIDA for Persuasive Writing List the Characteristics of a Good Persuader Explain the Rhetoric of Persuasion Explain How to Use AIDA for Persuasive Writing

71. How to Write Persuasively? Every kind of writing is written with one purpose in the mind of the writer – to capture the readers’ attention. Whether it is a report, a presentation, an advertisement, an email or any other form of writing, effective writing is the key to success. The acronym AIDA is a handy tool for ensuring that your copy, or other writing, grabs attention and is persuasive. Use the AIDA approach when you write a piece of text that has the ultimate objective of persuading and getting others to take action.

72. AIDA for Persuasive Writing One of the most common tools for ‘Persuasive Writing’ is ‘AIDA’. The acronym, AIDA stands for: Let us look at each in detail. Attention Interest Desire Action

73. Attention/Attract Attention Interest Desire Action You can grab people's attention by using powerful words, or a picture that will catch the reader's eye and make them stop and read what you have to say next. Attention (or Attract)

74. Interest Attention Interest Desire Action Gaining the reader's interest is a deeper process than grabbing their attention. Help your readers to pick out the messages that are relevant to them quickly by using bullets and subheadings, and break up the text to make the points stand out. Interest

75. Desire Attention Interest Desire Action The Interest and Desire parts of AIDA go hand-in-hand. Simultaneously to building the reader’s interest, you have to also tell him how your message can help them. The main way of doing this is by appealing to their personal needs and wants. Desire

76. Action Attention Interest Desire Action Be very clear and specific about what action you want your readers to take. Give them specific information about the action to take rather than leaving it to them figure out what to do for themselves. Action

77. Explain the Major Principles of Persuasion Explain How to Persuade Different Personalities Explain the Use Positive Body Language for Persuasion Explain the Framework Theories for Applying Persuasion Explain Strategies for Developing Persuasion Skills Explain the Storytelling Technique of Persuasion Explain the Steps for Building Rapport Objectives Explain What is Persuasion Explain How Persuasion Works Describe the Importance of Persuasion Explain the Steps of the Persuasion Process Explain the Role of Communication in Persuasion Explain How to Use AIDA for Persuasive Writing List the Characteristics of a Good Persuader Explain the Rhetoric of Persuasion Explain the Rhetoric of Persuasion

78. ‘Rhetoric’ means using language effectively to please or persuade someone. You can understand that when speaking to an audience then the main goal of communication is to please or persuade the audience. Some people are naturally good at rhetoric while some are not. The Rhetoric of Persuasion

79. The Rhetoric of Persuasion Logos Ethos Pathos The great Greek Philosopher Aristotle proposed that there are three modes of rhetoric that a person can use for persuasion. These three modes of rhetoric are: Let us look at each in detail.

80. The word ‘Ethos’ is of Greek origin and means the word ‘character’. ‘Ethos’ in rhetoric is a show of the speaker’s character and/or credentials. Hence, while using ‘Ethos’ in rhetoric for persuading a person, the speaker demonstrates his own power and authority. As per Aristotle, ‘Ethos’ is the most important attribute of any communication. Ethos Ethos TRUST

81. The word ‘Ethos’ is of Greek origin and means the word ‘character’. ‘Ethos’ in rhetoric is a show of the speaker’s character and/or credentials. Hence, while using ‘Ethos’ in rhetoric for persuading a person, the speaker demonstrates his own power and authority. As per Aristotle, ‘Ethos’ is the most important attribute of any communication. Ethos Ethos TRUST TRUST So, a speaker using ‘Ethos’ has to create a sense of credibility and trustworthiness for himself in the minds of the audience. Only when the audience can trust and believe in the writer or speaker’s character, only then will they be persuaded by such a writer or speaker.

82. The word ‘Pathos’ is of Greek origin and means the word ‘suffering’ or ‘experience’. ‘ Pathos’ in rhetoric is an appeal made by the speaker to emotions of the audience. Such emotions thus stirred in the audience are intended to move and motivate the audience to take action. You should use pathos effectively to move people to act on your issue. Pathos Pathos

83. The word ‘Pathos’ is of Greek origin and means the word ‘suffering’ or ‘experience’. ‘ Pathos’ in rhetoric is an appeal made by the speaker to emotions of the audience. Such emotions thus stirred in the audience are intended to move and motivate the audience to take action. You should use pathos effectively to move people to act on your issue. Pathos Pathos Pathos can prove to be one of the strongest appeals that you can make to your audience to take action. Using a narrative story is one of the easiest ways of conveying a message using Pathos. Therefore, ‘Pathos’ impacts both the emotional as well as the imagination of an audience.

84. The word ‘Logos’ is of Greek origin and means the word ‘reasoning’. ‘Logos’ in rhetoric is an appeal made by a writer or speaker to the reader or listener’s logical reasoning. You can use ‘Logos’ to add credibility to your argument when you build your argument using basic building blocks of common sense. Logos Logos LOGIC

85. The word ‘Logos’ is of Greek origin and means the word ‘reasoning’. ‘Logos’ in rhetoric is an appeal made by a writer or speaker to the reader or listener’s logical reasoning. You can use ‘Logos’ to add credibility to your argument when you build your argument using basic building blocks of common sense. Logos Logos LOGIC LOGIC You should bear in mind that in order to use ‘Logos’ in your speech effectively, you should know the audience before presenting such ideas. Hence, you can see that ‘Logos’ can be used to appeal to the logical sense and reasoning of the audience which forms a base for justifying your opinions or ideas.

86. Let us now look at a real life example to understand the role of rhetoric of ‘Ethos’ and ‘Logos’ in persuasion. Real Life Example

87. Real Life Example ‘Ethos’ in rhetoric is a show of the speaker’s character and/or credentials. The word ‘Ethos’ is of Greek origin and means the word ‘character’.

88. Real Life Example Hence, while using ‘Ethos’ in rhetoric for persuading a person, the speaker demonstrates his own power and authority. As per Aristotle, ‘Ethos’ is the most important attribute of any communication.

89. Real Life Example Only when the audience can trust and believe in the writer or speaker’s character, only then will they be persuaded by such a writer or speaker. So, a speaker using ‘Ethos’ has to create a sense of credibility and trustworthiness for himself in the minds of the audience. TRUST Ethos

90. Real Life Example ‘Logos’ in rhetoric is an appeal made by a writer or speaker to the reader or listener’s logical reasoning. The word ‘Logos’ is of Greek origin and means the word ‘reasoning’.

91. Real Life Example Let us now understand how ‘Ethos’ and ‘Logos’ can be used for persuasion through a study of a classic piece of English Literature.

92. Real Life Example You must have heard of the classic play, ‘Julius Caesar’; one of the greatest classics of English Literature and one of the greatest works of William Shakespeare.

93. Real Life Example ‘Julius Caesar’ is a play about the protagonist named Julius Caesar, who is one of the most acclaimed, honored and loved leaders of ancient Rome. The play describes the assassination of Julius Caesar for his growing ambitions.

94. Real Life Example Some of the high-ranking people of Rome including Caesar’s best friend Brutus believe that Caesar’s growing ambitions are turning him into a tyrant. They fear that if Caesar is allowed to grow further and become king, he will become a dictator who will be all powerful and reduce the whole of Rome and its people to slaves.

95. Real Life Example So, some of the people including Brutus conspire together and plot Caesar’s murder. Caesar is stabbed 23 times by the conspirators including Brutus in the Senate.

96. Real Life Example Let us carefully study a speech that Brutus makes after Caesar’s assassination to the citizens of Rome. Observe how he uses ‘ethos’ and ‘logos’ in rhetoric to justify Caesar’s assassination. After Caesar’s assassination, the citizens of Rome gather near his dead body in the Forum, grieving for their loss. All of them angrily demand a justification for this hideous crime.

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