Aristotle & Persuasion
In the Rhetoric, Aristotle distinguishes three means of persuasion that can be produced by the rhetorician's art:
- argument (the "proper task" of rhetoric--see other side of handout on logic)
- the character of the speaker
- the disposition created in the hearer
The latter two types of persuasion are achieved by the following means:
1. Pathos (Emotion)
Definition: "Creating a certain disposition in the audience" (Rhetoric 1356a, 1377b). An emotional appeal that secures the goodwill of the hearer
Types:
- lay claim to qualities that the audience will respect
- stress disadvantages of speaker's situation as a claim to pity
- arouse hostility against opponent
- generate prejudice against the opponent through tangential or irrelevant information
- incite fear
- plea for pity
2. Ethos (Moral Character)
Definition: Use of claims about speaker's moral character to gain trust of audience. The province of ethos is wisdom, virtue, and goodwill.
Types:
- appeal to age & experience
- reverence for civic virtue
- patriotism and public-spiritedness
- displays of piety
- follow rules of decorum (e.g. avoid delicate subjects)
- model restraint
Bibliography
Carey, Christopher, "Rhetorical Means of Persuasion," Persuasion: Greek Rhetoric in Action, ed. Ian Worthington. London: Routledge, 1994: 26-45.