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Kairos - the art of seizing the perfect instant for persuasion.

when an audience's mood/beliefs are on the move (they seem open to discussion), you have a persuasive moment

EX: Joseph Stalin, legislators (Las Vegas/Sandy Hook and gun control), Civil Rights discussions after the 2016 election (Black lives matter, Women's rights)

Ch. 24 medium

The medium is the means through which you argue

sound: most logical

smell: emotional

sight: emotional (except written word)

touch: emotional

taste: emotional

blogs: visual = emotional

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To argue with audience in mind:
1. identify them

major identifiers

age, race, ethnicity, gender, values, religion, etc.

2. adjust your language to meet that

3. attach a symbol - what does audience value?

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Pathos: emotional appeal

done correctly, affects an audience's judgement

Emotion comes from experience and expectation

use what you have experienced in  the past and what it expects to happen in the future to get them to act

Emotional appeal tips:

when you want to change a mood, tell a story (anecdote)

anecdote: a short, illustrative personal story

speak simply

use it near the end

works better in large groups

Some emotions work better than others:

Shame and humiliation don't

Anger, patriotism, and emulation do

humor works best of all

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Logos: the appeal to logic

Audiences want to hear an argument advantageous to them

inductive reasoning: use all the given evidence to to come to a likely conclusion

EX: use of evidence to draw a conclusion

deductive reasoning:  when a premise leads to a conclusion, often, that premise is a commonplace.

EX: The declaration of Independence

Commonplace: a value, assumption, belief, or attitude that your audience has

appealing to a commonplace is helpful when your audience shares your values

Henrichs suggest rhetorical examples, argued inductively, can be more effective when your audience doesn't share your values or beliefs

Rhetorical examples:

facts

comparisons

stories

Enthymeme: a statement that relies n a commonplace that makes an assumption
Syllogism: a logical statement

majaor premise: Mrs. Acker is a human

minor premise: all humans have opposable thumbs

conclusion: Mrs. Acker has opposable thumbs

Qualifiers: words that correct faulty logic

may, might, could, at times, etc.

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Ethos: The credibility/believability appeal
an agreeable ethos matches the audience's expectations for a leader's tone, appearance, and manners

This is decorum "to fit"

ethos has to do with a person's ability to fit in with groups

persuasive decorum changes to match the audience

ask yourself, what do you expect?

CH 6
Aristotle's 3 qualities of credibility:

Virtue - audience believes you share their values

wisdom - character references, Expertise of others

disinterest - lack of bias, you are about their well-being

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Choice : Future tense

This is the rhetoric of decision making

Promises a pay-off

It weighs one choice against another, considering circumstances

"People like choices not commands"

Everything about it depends-on the people, the time

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When arguing issues of blame, use past tense

past deals with issues of justice

Values : present tense

rhetoric of the present deals with uniting or dividing people

many value based arguments are impossible

Ex: Is there a god? Is homosexuality bad? Is abortion murder?

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Goals for arguing:
1. Change your audience's mood
2. Make them decide what you want them to (embed your opinion/choice within other)
3. Get the audience to do something or stop

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Terms for labeling:
term changing
redefinition
definition jujitsu
definition judo

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Use pathos tools to rouse audience to action:
Belief
Storytelling
volume control
simple speech
anger
patriotism
emulation
unannounced emotion
nostalgia
desire or lust
persuasion gaps

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Caring or "disinterest" is the appearance of having the best interest of your audience. Tools to help:
The reluctant conclusion - act like you reached a conclusion
The personal sacrifice - claim that the choice will help the audience more than you.
Dubitatio - show doubt in your rhetorical skills.
Authenticity - make the audience think you're for real.

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Techniques for enhancing your practical wisdom: Show off your experience, bend the rules, and Appear to take the middle course

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To determine the outcome of an argument: set personal goals and set goals for the audience. what do you want to change?
Concession: admitting to a flaw in your argument that will not damage your case irreparably. (makes audience more malleable - they'll assume you'll address all their doubts).
Cicero's goals for persuading people:
1. stimulate your audience's emotions
2. change its opinion
3. get it to act
*In order of difficulty

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"Here are the framing techniques: Commonplace words, broadcast context, and deal with the specific problem"(Heinrichs 134).
These simple techniques are the ways to which you persuade on your terms. First, picks words that favor you. Next, define the issue - one that appeals to the values of the widest audience. Then deal with the problem or choice, making sure to use the future tense.

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"THE ADVANTAGEOUS: base your argument on what's good for the audience, not for you"(Heinrichs 110).
This is also known as Deliberative argument. you make the audience believe that your own choice is advantageous to them not you. It gives the audience what it values.

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"Cierco said you want your audience to be attentive, trusting, and willing to be persuaded"(Heinrichs 79).
These three things appeal to the ethical appeal of your audience. The audience will be more engaged if they have the following traits. This what you should see out of an audience if you are going to use the ethos appeal.

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Virtue - adapt the values of your audience
Among the ways to pump up your rhetorical virtue: Brag, Get a witness to brag for you, Reveal a tactical flaw, Switch sides when the powers that be do - if you know you will lose, preempt your opponent by taking his side.

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"All of which boil down to Aristotle's three essential qualities of persuasive ethos: virtue or cause, practical wisdom or craft, and disinterest"(Heinrichs 57).
Virtue or cause - audience believes you share their values
Practical wisdom or craft - appear t know the right thing to do on every occasion
Disinterest - lack of bias, seem impartial, caring only about the audience's interest rather than your own.

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"You want your audience to be receptive, attentive, and they should like and trust you"(Heinrichs 57).
These qualities make up the perfect audience. All three of these require Argument by character (ethos). The audience has to consider you a good person who wants to do the right thing.

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"I employed Aristotle's three most powerful tools of persuasion: Argument by Character, Argument by logic, and Argument by emotion"(Heinrichs 38).
Each persuasion tool is closely related with an appeal.
Argument by character = Ethos (makes you look trustworthy) - most important
Argument by logic = Logos (uses what your audience is saying)
Argument by emotion = Pathos (share the audiences mood)

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"If you find an argument spinning out of control, try switching the tense"(Heinrichs 28).
From this I learned that the tense you argue in depends on what you want out of the argument. If you argue in present tense tends to lead to bonding or separating, Past-tense threatens punishment, and future promises a payoff. What I got from this is to know what you want from the argument.

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"According to Aristotle, all issues boiled down to three : Blame, Values, and choice"(Heinrichs 27).
This gave me insight that every argument springs from three issues and there is different ways to handle them. You have to know what core issue you are arguing in order to have a valid chance at the argument.
EX: Should abortion be legal? VALUES
Did OJ do it? BLAME
Should we dance? CHOICE

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"The difference between an argument and a fight: You fight to win; you argue to to achieve agreement"(Heinrichs 17).
This insight on the difference between an argument and a fight change my whole perspective on the two. It tells me that argument is done skillfully and with a purpose. Fighting is just a way to release anger and to get your way forcefully.

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"A figure of speech called chiasmus. This figure repeats a phrase with its mirror image"(Heinrichs 11).
I gained insight from this because it evokes a powerful response from your audience. Chiasmus can change your view in one sentence.
Ex: "Ask not what your country can do for you, ask what you can do for your country"(John F. Kennedy).