THE GREAT PERSUADERS

A talk by David Evans

Why is rhetoric relevant?

1. All teachers are persuaders

2. Rhetoric teaches us how communication works

3. It show us how we are manipulated

Persuasion = Repetition

The Forgetting Curve (Ebbinghaus)

Learning a word

Read it Hear it Say it Write it

Learning a word

Read it Hear it Say it Write it

Define it Translate it Change its form

Change its context

Learning a word

Read it Hear it Say it Write it

Define it Translate it Change its form

Change its context

Picture it Associate it

Group it Investigate it

President Obama’s Inaugural Address

20 January 2009

Today I say to you that the challenges we face are real, they are serious and they are many. They will not be met easily or in a short span of time. But know this America: they will be met.

On this day, we gather because we have chosen hope over fear, unity of purpose over conflict and discord.

On this day, we come to proclaim an end to the petty grievances and false promises, the recriminations and worn-out dogmas that for far too long have strangled our politics.

The List of Three

Today I say to you that the challenges we face are real, they are serious and they are many.

Word pairs (Hendiadys)

On this day, we gather because we have chosen hope over fear, unity of purpose over conflict and discord.

Contrast

On this day, we gather because we have chosen hope over fear, unity of purpose over conflict and discord.

Repetition of sounds (Alliteration & assonance)

On this day, we come to proclaim an end to the petty grievances and false promises…

List of 3? Word pairs? Contrast? Alliteration?

“That we are in the midst of crisis is now well understood. Our nation is at war, against a far-reaching network of violence and hatred. Our economy is badly weakened, a consequence of greed and irresponsibility on the part of some, but also our collective failure to make hard choices and prepare the nation for a new age. Homes have been lost; jobs shed; businesses shuttered. Our health care is too costly; our schools fail too many; and each day brings further evidence that the ways we use energy strengthen our adversaries and threaten our planet.”

Persuasion = Structure

Giving an opinion

Statement: “I think….”Reason: “That’s because…”Example: “For example…”

Making a case

1. Thesis

2. Provide supporting reasons, facts and examples

3. Conclude

Including a counter-argument

1. Thesis

2. Provide supporting reasons, facts and examples

3. Mention an opposing point of view

4. Refute that view

5. Conclude

Four point plan

1 Situation

2 Complication

3 Question

4 Answer

Five point plan

1 Hook

2 Problem

3 Solution

4 Pay-off

5 Call to action

Persuasion = Emotion

Decisionmaking. Logic? Emotion? Intuition?

The electrical impulse that initiates action occurs half a second before we take the conscious decision to act.

(Benjamin Libet)

Some principles of persuasion

• Reciprocation

• Commitment

• Social proof

• Authority

• Scarcity

Some principles of persuasion

• Reciprocation

• Commitment

• Social proof

• Authority

• Scarcity

• As worn by David Beckham

• Your money back if not completely satisfied

• Offer ends Tuesday• 3 out of 4 users

recommend it• Take a free sample

Some principles of persuasion

• Reciprocation• Commitment

• Social proof

• Authority

• Scarcity

• Take a free sample• Your money back if

not completely satisfied

• 3 out of 4 users recommend it

• As worn by David Beckham

• Offer ends Tuesday

Logical Fallacies 1

“Dr Hunter’s argument for adopting this new course book is very persuasive. However, I must remind you that it was Dr Hunter who was proved wrong about the introduction of the new vocabulary test last year. Furthermore, Dr Hunter’s lamentable attendance record at these staff meetings suggests that he is at best half-hearted in his commitment to this department, anyway.”

Argumentum ad hominemIn this case, it is not the

argument which is attacked but the person who is making the argument. An argument should stand or fall on its own merits, not on the merits of the person making the case.

Logical Fallacies 2

“The cycle of school life is similar to the life cycle of all living organisms. Just as plants grow from tiny seedlings into trees and flowers, before they wither and die, so students and teachers come and go. At the start of this school year, we have had a huge influx of new students and new teachers and so it is only reasonable to expect that the coming year will be one of vigorous growth that will bear fruit in the form of excellent results next summer. Yes, I have high hopes of great things from this school over the coming months.”

The over-extended analogy

If two things are similar in one respect, it does not follow that they are similar in other respects as well.

Logical Fallacies 3

“Teenagers are so badly behaved these days. That boy Simon nearly knocked me over in the street yesterday and didn’t even apologise.”

“I’m sorry I really don’t agree with you. For one thing, Simon doesn’t even turn 13 until next month.”

Refuting the example

An example is often cited in support of an argument. However, successfully challenging the example does not necessarily mean that the central argument is wrong.

Persuasion = Context

Persuasion = Body language

Bravery

Stillness

Eye contact

7 – 38 - 55

• 7% of the meaning of a message is contained in the words that you actually say.

• 38% of the meaning is communicated by your tone of voice.

• 55% of the meaning comes from visual cues like posture, gesture and expression.

Emotional contagion

In social interactions people tend to synchronize their posture, movements, vocalization and facial expressions.

(Elaine Hatfield)

How to be lucky

1. Listen to your gut instincts.2. Be open to new experiences and break your

normal routine.3. Spend a few moments each day

remembering things that went well.4. Visualize yourself being lucky.

(Professor Richard Wiseman)

Persuasion

= Repetition

= Structure

= Emotion

= Context

= Body language

= Voice

Decisionmaking. Logic? Emotion? Intuition?…

Rhetorical Devices

Can you find examples of…

• Repetition• List of three• Contrast• Word pairs• Alliteration (and assonance)• Emotive language