Purcom rev moving picture of reality or illuminate the truth.

 Persuasion and its Rhetorical Appeals “Women also are dying from diseases that
should have been prevented or treated.
 PURPOSIVE COMMUNICATION
- It is goal-directed.  Tips for Applying Pathos in Your Writing
- The sender has a clear objective or goal in mind
and Strategy 1 — Make your audience feel something:
tailors the message to achieve that objective. pity, fear, joy, sadness, pain, etc. “Her lower back
screams as she lifts the heavy bag
- To
1.inform, Strategy 2 — Let word connotation do the work.
2.persuade, “Students sluggishly plod across campus as they
3.entertain, haul their burdens from class to class.”
4.educate,
5.Provoke a certain response or action from the Strategy 3 — Relate to your audience.
recipient.
“…we shall not flag or fail. We shall go on to the end,
 According to Aristotle, rhetoric is: "the ability, in we shall fight in France, we shall fight on the seas
each particular case, to see the available means and
of persuasion." oceans
- father of rhetoricness -Winston Churchill, speech to the House of
Commons
 3 main forms of rhetoric: Ethos, Logos, and
Pathos. 3.Ethos - Ethos or the ethical appeal is based on the
character, credibility, or reliability of the writer.
Aristotle Modes of Persuasion - "As a doctor, I am qualified to tell you”

"If my years as a Marine taught me anything

 Tips for Applying Ethos in Your Writing

1. Logos - proper reasoning, facts and stats Strategy 1 — Show that you have good character
- can be found in primary & secondary source by establishing your own credibility: “As a busy
- -to use logos would be to cite facts and statistics and studious college student
and citing certain authorities on a subject.
Strategy 2 — Show that you have what Aristotle
“Women comprise more than half the world’s population, called “good sense” by citing reliable authorities
70% of the world’s poor, and two-thirds of those who are — this demonstrates that even if you aren’t an expert
not taught to read and write.”
yourself, you have the knowledge to find and sift
through other
 Examples of How to Use Logos to Be
credible information: “According to renowned
Persuasive:
orthopedic surgeon Dr. Skel Eton, the average
- Use statistics or established facts
college student is at serious risk of back injuries due
- Name features of a product or service
to carrying heavy textbooks.”
- Reference research in support of your claim
- Make logical connections between concepts
 Performance - Speeches are performances,
and they are delivered best when they have the feel
 Tips for Applying Logos in Your Writing
of
Strategy 1 — State the facts. Statistics, data, and
authenticity and earnestness.
other irrefutable facts make ideal evidence.
1. Plan the Speech - It is important to express
“Twenty-seven percent of college students will experience
back pain at some point due to the weight oneself
of their textbooks.” in an expressive and articulate manner. It is best to
Strategy 2 — Show that it would be unreasonable choose one's words carefully, and to ensure that
not to take your side. “Over ninety percent of one's speech builds on the foundations of logos,
university students already own a tablet” pathos, and
ethos.
2. Eye Contact - One way of coming across as
authentic is the ability to make good eye contact with
the audience, and to speak in a manner that touches
2. Pathos - Pathos or emotional appeal, appeals to them.
an audience's needs, values, and emotional
sensibilities. 3. Speaking Style - Different people have different
speaking styles, and one can only find one's
- Emotional appeals can use sources such as personal style through constant practice.
interviews
and individual stories to paint a more legitimate and
4. Clothing - Clothing, Traditional audiences often
call for mere formal clothing for men, this would the thinker improves the quality of his or
mean donning a suit and tie at the most formal her thinking by:
level, or at the very least, the use of long-
sleeved buttondown shirts, slacks, and leather 1.skillful analyzing
shoes. In the Philippines, the use of a barong 2. assessing
and slacks is acceptable, For the women, a 3. Reconstructing
pantsuit or a formal coat and skirt ensemble
should suffice.

5. Visual Aids - Since we live in a world that is

more
dependent on information technology, it has become
de rigueur for audiences to expect speeches to be
accompanied with visual aids, such as PowerPoint
presentations, video or audio clips, and infographics.

6. PowerPoint Presentation - font size of the text is

not too small.
- acceptable size font would be type 24 or larger,
and the text should be in dark colors for easier 1. INDUCTIVE REASONING - “induction” and is
reading. probably the form of reasoning we use on a more
regular basis.
- presentations are not text-heavy; instead, they are
visually oriented, which is why the use of - “reasoning from example or specific instance” or
photographs, illustrations, charts, and the like would “bottom-up” thinking
better serve one's use of the medium. - There are a number of specific observations that
lead to a general rule.
7. Handouts - ready for one's audience, so that - It is forming a generalization based on what is
members of the audience Will not have to scramble known or observed.
when taking notes during the presentation; These - It uses specific outcomes to construct a general
should be written succinctly, and should have principle.
appropriate citations - A process of reasoning that moves from making
observations to conclusions. This is also called
8. Feedback - It is always good to read the verbal inference.
and non-verbal cues from the audience, such as - Inductive reasoning can also be thought of as
whether they agree with what one is saying or theory building.
whether they are resisting to certain ideas, mirrored - Successful inductive reasoning depends on the
by their use quality of your observations or evidence.
of body language.

 LOGIC AND REASONING

 Logic - means correct reasoning. A logical text

supports statements with reasons and evidence. A
text is illogical when it does not provide reasons
backed by evidence (facts and examples).

 Coherence - means "to stick together".

Reasoning is coherent (or has coherence) when
ideas stick together because they are arranged in
an order that makes sense to the reader. The
reasons or evidence must have a connection; they 2. DEDUCTIVE REASONING - “deduction” – a type
can't just jump around. of reasoning in which a conclusion is based on the
combination of multiple premises that are
 LOGICAL REASONING - thought process of generally assumed to be true
drawing a conclusion from a fact or a set of facts - “reasoning from principle” or “top-down” reasoning.
- Refers to the process of making sense of things - employs the syllogism - a three-sentence argument
around us (University of Minnesota Libraries, 2016) composed of a 1) major premise, 2) a minor premise,
and 3) a conclusion
- Purpose: To understand our experiences, draw
conclusions from information, and present new - Deductive reasoning involves starting with a
ideas, we must use reasoning. general principle and drawing a specific
conclusion based on it.
 CRITICAL THINKING - a mode of thinking –
about any subject, content, or problem - A process of reasoning from known facts to
- It entails effective communication and problem- conclusions, or from a general statement that is
solving abilities.
accepted as true to a specific statement that is
"therefore" true.

- Deductive arguments often start with a categorical

claim, which is simply a statement that states a
relationship between two categories or events.

 Often uses a 3-step argument called a

syllogism, introduced by the Greek philosopher
Aristotle.

- This 3-step process was the beginning of modern

formal logic or logical thinking.
LOGICAL REASONING As human beings, we have
brains that enable us to reason in a logical manner
and create valid reasons, differentiating us from
other lower forms of animals.
- Sometimes, we err or make mistakes in our own
reasoning—which can lead
to flawed reasoning.
- In the realm of logic and reasoning, we commit
fallacies.

 FALLACIES/ FALLACIOUS REASONING

- an error in reasoning; an argument that can be
disproven through reasoning
- Fallacious Reasoning means false thinking or
mistakes in logic.
- May be based on: mistakes in logic or incomplete
information.
- Fallacious reasoning leads to false conclusions.

 Fallacies

1. Argumentum Against the Person (Personal Attack,

Name Calling, or Ad Hominem)
- Instead of finding fault on the claim, proposal, or
argument, the arguer directs his attack on the
character, personality, or belief of his opponent.
- pig claim mo na drug pusher opponent mo

2. Argument that Goes in Circle (Circular

Argument)
- The arguer evades the real conclusion by
restating the same conclusion in new words,
- WE NEED BOTH INDUCTIVE AND DEDUCTIVE making the reasoning circular.
REASONING Ex: "Peppers are the easiest vegetable to grow
because I think peppers are the easiest vegetable to
- In scientific discovery and in life, we use both types grow”
of reasoning.
3.Non sequitur or “It Does Not Follow” - The arguer
 we can use inductive reasoning to attempt to draw a conclusion not supported by the
make enough observations to come up with a premises or fails to include assumptions that
theory or conclusion. establish connections between ideas.
 Next, we can switch back to deductive reasoning Ex: “I read about a snake attack in the news. My
using our conclusion or theory (which is friend has a pet snake. My life must be in danger.”
general).
4.Argument that Uses Flattery or Praise (Appeal to
Flattery)
- Instead of presenting evidence or good reasons,
we use praise to get what we want, to make others
agree with us, or seek approval of our arguments.
- ex: "You should certainly be the one who washes
the dishes -- you are just so good at it!”

5. Argument that Appeals to Force or Threat (Appeal

to Fear)
- One uses force or threat instead of reason. The
threat may be physical or psychological.
- Professor Smith, I really need to get an A in this class. I'd
like to stop by later to discuss my grade. I'll be in your
building anyway, visiting my father. He's your dean, by the
way.”

6. Hasty Generalization - makes a conclusion based

on a few instances or even from one single
instance only. From one sample, the arguer makes
a claim about the whole population.
- Ex: "Your friend said the concert you're attending would
have extra security. Obviously, this will be the safest
concert your city has ever had.”

7. Argument to Ignorance - arguing that because an

arguer cannot prove the argument to be false;
therefore, it is true. Ex: ghosts are true

8. Bandwagon Argument/Fallacy (Ad Populum)

- appeals to the beliefs or prejudices of the crowd
or masses.
- It justifies that “might is right” and “many people
cannot be wrong.”
- widely used in advertisements and political
campaigns.

9. Appeal to Pity - resort to evoking pity or

sympathy by pointing or referring to an unfortunate
circumstance that has befallen us.

10. Appeal to Unqualified (or Inappropriate) Authority

- when we cite the opinion or judgment of someone
who commands respect and reverence but who is
not a recognized authority on the subject and who
is prejudiced in some ways.
- We use that person’s reputation or status, even
though out of place, to get support for our claim.
Ex: sabi ni mama mo

11. Fallacy of Division (Stereotyping) - We argue that

what is true of a whole or class is true to every
member.
- Filipinos are religious so Honey must be religious
- “All concerts are unsafe.”

12. Straw Man Fallacy - One that argues against a

hyperbolic, inaccurate version of the opposition
rather than their actual argument.
- ex: “Erin thinks we need to stop using all plastics, right
now, to save the planet from climate change.”
- ex: Leni supporter ka pala, so dilawan ka at NPA
 ETHICAL PERSUASION and PERSUASIVE
TECHNIQUES

 Communication for Various Purposes

- To inform
- To persuade

 Informative vs. Persuasive

1.Informative Communication
 ETHICAL PERSUASION
- Gives information about a topic Includes all types of - concerns on the moral principles associated with
communication that aim to obtain, provide, and a speaker's use of persuasion to influence an
disseminate information audience's beliefs, attitudes, intentions, motivations,
or behaviors
2.Persuasive Communication
- Used to convince people to change their attitude - concerned with a person's ability to resist the
or behavior; revise their opinions, ideas, or beliefs; or temptation of helping themselves by harming
implement an action others

- Entails sound arguments contains assumption, - What to avoid:

evidence, and explanation 1. Manipulation
- Example: Editorial writing 2. Deception
3. intentional bias
COMPARISON
4. Bribery
5. coercion

 Eleven Points for Speaking Ethically

1. Do not use false, fabricated, misrepresented,

distorted, or irrelevant evidence to support
arguments or claims.

2. Do not intentionally use specious, unsupported, or

illogical reasoning.

3. Do not represent yourself as informed or as an

"expert" on a subject when you are not.

3. Do not use irrelevant appeals to divert attention

from the issue at hand. Among appeals that
commonly serve such a purpose are:

 "Smear" attacks on an opponent's character;

 Persuasion - A means of convincing people:  appeals to hatred and bigotry
 derogatory insinuations-innuendos
⚫to buy a certain product
 God and Devil terms that cause intense but
⚫to believe something or act in a certain way
unreflective positive or negative reactions.
⚫to agree with a point of view

5. Do not ask your audience to link your idea or

proposal to emotion-laden. values, motives, or
goals to which it actually is not related.

6. Do not deceive your audience by concealing

your real purpose, by concealing self-interest, by
concealing the group you represent, or by concealing
your position as an advocate of a viewpoint.

7. Do not distort, hide, or misrepresent the

Example 2: Editorial model number, scope, intensity, or undesirable features
of consequences or effects.
8. Do not use "emotional appeals" that lack a
supporting basis of evidence or reasoning, or that 7) Evoke sympathies - make the reader feel sorry
would not be accepted if the audience had time and for something or someone
opportunity to examine the subject themselves.
Example: "Leon was only aix years old when he was
9. Do not oversimplify complex, gradation-laden brutally beaten to death."
situations into simplistic, two-valued, either/or, polar
views or choices. 8) Hyperbole - intentional exaggeration for emphasis

10.Do not pretend certainty where tentativeness Example: "If we agree to remove regulation on gun
and degrees of probability would be more accurate. control, soon enough my 3-year-old will be able to own
Ex: gambler marketers ensuring you gains only one!"

11. Do not advocate something in which you do not 9) Repetition (of keywords and phrases) - deliberate
believe yourself. use of the same word or phrase more than once for
emphasis
 PERSUASIVE TECHNIQUES
Example: We need to take action now. We need to
- are strategies communicators use, whether in move forward now.
writing or speaking
- are used to influence or convince the target 10) Catchy phrase- distinctiveness or eccentric
audience to: think, believe, or act in the way word or phrase to attract attention and easy recall
communicators want their audience to believe, think,
Example: "We've got it all for you!" - SM Malls
or act
- are very helpful in driving a point home and
11) Figures of speech - figurative language like
getting the desired effect
similes and metaphors to add color to the writing and
awaken the imagination
 21 Persuasive Techniques
Example: "Her eyes were like deep wells" (Simile)
1) Emotive words words that stir up emotions "Australia is a fabric woven of many colors" (Metaphor)
( Pathos)
12) Anecdote - short story to illustrate a point
Example: "In some places across the country, you can
see people agonizing from poverty. The locals are living Example: "Recently a colleague of mine experienced
without food nor shelter to live in. That's why giving this dilemma first-hand."
something of what we have no matter how small or big
it may be would mean a lot to them."
13) Play on the reader's guilt - make the reader
feel bad about something
2) Rhetorical questions questions that the reader
answers in his mind Example: "Look him in the eyes and tell him you'd
never waste any grain of rice ever again." (Him refers to
Example: "Who wouldn't want to progress to live in starving children in Africa)
comfort?"
14) Imagery - vivid words to create a picture in the
3) Contradictory statement a statement that
mind (5 senses)
contradicts or overturns a previous statement
Example: "The concert was so loud that her ears rang
Example: "I must be cruel to be kind. Hamlet for days afterward."
4) Power of 3 - they come in threes used in 15) Quotation inspirational and wise sayings to
sequence: nouns, adjectives, adverbs, and the like support a point
Example: "Stop. Look. Listen." Example: Sir Winston Churchill once said, "A pessimist
sees the difficulty in every opportunity; an optimist sees
"Government of the people, by the people, for the the opportunity in every difficulty."
people."

5) Personal pronouns using first-person and 16) Statistics factual data - like numbers used in a
second-person pronouns like "we," "us," and "you" persuasive way
to make the writing more engaging Example: "According to the survey presented by XYZ
statistics, 90% are..."
Example: People like you and me don't want to see this
happen. 17) Short sentences intended to create punch, grab
attention, and signal completion
6) Humor - a witty and amusing expression of a
viewpoint Example: "Yes, we can." or "I want this. Not that. Right
Example: "She is returning the dress she purchased now."
because she is experiencing post-traumatic dress
syndrome"
18) Shock tactics - words and phrases that have
powerful associations or connotations

Example: "Walking into the zoo compound, we could

hear the crying and wailing of trapped animals. The
stench of stale feces was almost unbearable."

19) Parallel structure - expressing ideas in the

same grammatical structure

"I like to jog, bake, paint, and watch movies"

20) Local color - a historical or geographical

reference to cause the writer to identify with the
reader

Example: "The Greeks have learned from the Roman's

excesses which caused the fall of their empire."

21) Fragments - deliberate use of incomplete

sentences for style and impact (used by seasoned
writers)

Example: "Community Credit Union has been called

many things over the years.
Forward-thinking Eco-Friendly Convenient"