Aristotle in the 21st Century Title taken from

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Aristotle in the 21st CenturyTitle taken from
http//papyr.com/hypertextbooks/comp1/appeals.htm

• The Three Appeals
• Logical, Emotional, Ethical

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Logical Appeal

• Logical Appeal (logos) is the use of logic,
  claims, and evidence to convince an audience of
  an argument.
• Aristotle believed the logical appeal to be the
  most essential for valid arguments

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Logical Appeals Have the Following Characteristics

• Strong Clear Claims
• Claims or Reasons that are Valid
• Strong Evidence (facts, statistics, expert
  authority, etc.)
• Uses definitions, analogies, anecdotes

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Examples of Logical Appeals1. Excerpt from
MLKs Letter from a Birmingham Jail

• In any nonviolent campaign there are four
  basic steps 1) Collection of the facts to
  determine whether injustices are alive. 2)
  Negotiation. 3) Self-purification and 4) Direct
  action. We have gone through all of these steps
  in Birmingham.
• There can be no gainsaying of the fact that
  racial injustice engulfs this community.
  Birmingham is probably the most thoroughly
  segregated city in the United States. Its ugly
  record of police brutality is known in every
  section of this country. Its unjust treatment of
  Negroes in the courts is a notorious reality.
  There have been more unsolved bombings of Negro
  homes and churches in Birmingham than any city in
  this nation. These are the hard, brutal and
  unbelievable facts. On the basis of these
  conditions, Negro leaders sought to negotiate
  with the city fathers. But the political leaders
  consistently refused to engage in good faith
  negotiation."

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Logical Appeals Cont.2. Franklin Roosevelts
First Fireside Chat The Banking Crisis
March 12, 1933

• American Rhetoric Franklin Delano Roosevelt -
  First Fireside Chat ("The Banking Crisis")

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Lets Talk Sports
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Errors in Logic or Logical Fallacies.

• ..\seths fvd\Tough Actin Tinactin.mpg
• ..\seths fvd\Tums.mpg

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Emotional Appeal
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Im Lovin It!
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Emotional Appeals

• Emotional appeals persuade audiences by
  arousing the emotions. They refer to the speaker
  or writers goal of arousing the emotions of an
  audience to move them to act.

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Emotional Appeals Have the Following
Characteristics

• Connect to audiences emotions
• a. Love/Nostalgia
• b. Hatred
• c. Pride
• d. Fear
• e. Patriotism
• f. Greed/Desire
• Often Reinforce Logical Arguments
• Use Imagery and Metaphor to establish connections
  / Often use Anecdotes

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Examples of Emotional Appeals1. Excerpt from
MLKs Letter from a Birmingham Jail

•  I guess it is easy for those who have never
  felt the stinging darts of segregation to say,
  'Wait.' But when you have seen vicious mobs lynch
  your mothers and fathers at will and drown your
  sisters and brothers at whim when you have seen
  hate filled policemen curse, kick, brutalize and
  even kill your black brothers and sisters with
  impunity when you see the vast majority of your
  twenty million Negro brothers smothering in an
  airtight cage of poverty in the midst of an
  affluent society when you suddenly find your
  tongue twisted and your speech stammering as you
  seek to explain to your six-year-old daughter why
  she can't go to the public amusement park that
  has just been advertised on television, and see
  tears welling up in her eyes when she is told
  that Funtown is closed to colored children, and
  see the depressing clouds of inferiority begin to
  form in her little mental sky, and see her begin
  to distort her little personality ...

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Emotional Appeals Cont.

• American Rhetoric Movie Speech All The King's
  Men -- Willie Stark Campaigns for Governor
• American Rhetoric Movie Speech from Braveheart -
  William Wallace Addresses the Scottish Army on
  Freedom
• American Rhetoric Movie Speech from Rocky Balboa
  - Address to the Pennsylvania Athletic Commission

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Emotional Appeals Cont.

• ..\..\..\seths fvd\Speech Powerpoint\The Simpsons
  No on 24.mpg
• ..\..\..\seths fvd\Speech Powerpoint\Diamond is
  Forever.mpg
• ..\..\..\seths fvd\Speech Powerpoint\YouTube -
  Chevrolet Trucks 'Like A Rock' Commercial.mpg
• National Guard Movie Promotion

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Emotional Appeals Cont.

• Fear in Political Ads
• President Lyndon Johnson Daisy Girl 1964 The
  Living Room Candidate - Commercials - 1964 -
  Accomplishments
• President Bush The Wolves 2002
• The Living Room Candidate - Commercials - 2004 -
  Safer, Stronger
• President Bush / Willie Horton
• The Living Room Candidate - Commercials - 1988 -
  Family/Children

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Ethical Appeals

• Ethical appeals are appeals that establish trust
  and credibility with an audience
• Ethical appeals often rely on an audiences sense
  of right and wrong

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Ethics Im Ralph Wiggum and Ive been a good
boy.
..\..\..\seths fvd\Speech Powerpoint\The Simpsons
- Ralph For President.mpg
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Ethical Appeals have the following Characteristics

• They establish intelligence, goodwill,
• and virtue
• They are unbiased and fair
• They show the speaker is reliable
• They use appropriate tone

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Examples of Ethical Appeal1. Excerpt from
MLKs Letter from a Birmingham Jail

• "Several months ago our local affiliate here
  in Birmingham invited us to be on call to engage
  in a nonviolent direct action program if such
  were deemed necessary. We readily consented and
  when the hour came we lived up to our promises.
  So I am here, along with several members of my
  staff, because I have basic organizational ties
  here. Beyond this, I am in Birmingham because
  injustice is here. Just as the eighth century
  prophets left their little villages and carried
  their "thus saith the Lord" far beyond the
  boundaries of their home towns and just as the
  Apostle Paul left his little village of Tarsus
  and carried the gospel of Jesus Christ to
  practically every hamlet and city of the
  Graeco-Roman world, I too am compelled to carry
  the gospel of freedom beyond my particular home
  town. Like Paul, I must constantly respond to the
  Macedonian call for aid."

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Opening argument of Socrates Defense from
Platos The Apology

• How you have felt, O men of Athens, at hearing
  the speeches of my accusers, I cannot tell but I
  know that their persuasive words almost made me
  forget who I was - such was the effect of them
  and yet they have hardly spoken a word of truth.
  But many as their falsehoods were, there was one
  of them which quite amazed me - I mean when they
  told you to be upon your guard, and not to let
  yourselves be deceived by the force of my
  eloquence. They ought to have been ashamed of
  saying this, because they were sure to be
  detected as soon as I opened my lips and
  displayed my deficiency they certainly did
  appear to be most shameless in saying this,
  unless by the force of eloquence they mean the
  force of truth for then I do indeed admit that I
  am eloquent. .... And I must beg of you to
  grant me one favor, which is this - If you hear
  me using the same words in my defense which I
  have been in the habit of using, and which most
  of you may have heard in the agora, and at the
  tables of the money-changers, or anywhere else, I
  would ask you not to be surprised at this, and
  not to interrupt me. For I am more than seventy
  years of age, and this is the first time that I
  have ever appeared in a court of law, and I am
  quite a stranger to the ways of the place and
  therefore I would have you regard me as if I were
  really a stranger, whom you would excuse if he
  spoke in his native tongue, and after the fashion
  of his country - that I think is not an unfair
  request. Never mind the manner, which may or may
  not be good but think only of the justice of my
  cause, and give heed to that let the judge
  decide justly and the speaker speak truly.

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Examples of Ethical Appeal Cont.

• American Rhetoric Movie Speech All The King's
  Men - Newly Elected Governor Willie Stark
  Addresses the People
• American Rhetoric Movie Speech from Other
  People's Money --  Andrew Jorgenson Addresses New
  England Wire and Cable Co. Stockholders

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Ethical Appeals and Credibility
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Credible? Well theres no denying his chutzpah!
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Joe Camel Smooth Character but not Credible!
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Ethical Appeals How to Win Friends and
Emasculate your Enemies
..\..\..\seths fvd\Speech Powerpoint\undecided
voters.mpg
..\..\..\seths fvd\Speech Powerpoint\YouTube -
The Simpsons - Burns' Campaign Team.mpg
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