Rhetoric &
Arguments
The Art of Persuasion
Suzanne Webb
Michigan State University
WRA 150: Consider Literacy
March 13, 2006
How will
You Be Read
Rhetorically Speaking:
Your Credibility, Persuasiveness,
And Emotional Appeals
The 5 Canons of Rhetoric





Invention
Arrangement
Style
Memory
Delivery
The 5 Canons of Rhetoric

Invention

Coming up with something to say
The 5 Canons of Rhetoric

Arrangement

“The order of the discourse”
The 5 Canons of Rhetoric

Style

How you say it
The 5 Canons of Rhetoric

Memory

How the orator recalls the information
The 5 Canons of Rhetoric

Delivery

The way the discourse is performed
Write in the 21st Century





Writing is one of the world’s oldest
technologies
Writing is both visual and verbal
Writing is multilingual
Writing can reach massive audiences (in a
very short time)
Writing is primarily public
from: p 27 EDW
When Writing an Argument

You are attempting to convince readers
of something…



Change their minds
Urge them to do something
Address a problem where no simple solution
exists
When Writing an Argument

Who is your audience?

Scholars?
Fellow Students?
Collegues?
Children?

Write to your particular audience



When Writing an Argument

Shape your appeal to your audience




Establish common ground
Respect your audience’s interests and views
Choose examples the audience can relate to
Use language appropriate to your audience
Audience








p27 EDW
What is your topic or message?
What is your relationship to your audience?
What are your values & beliefs?
Your audience’s?
You & your audience’s background knowledge?
Time and space limitations?
Purpose?
Appropriate level of language?
What do you want your
project to do?






Analyze?
Classify?
Compare? Contrast?
Define? Describe? Discuss?
Explain? Survey?
Prove?
The Argument
p70 EDW

“…all language has an argumentative edge.”

Do not assume that all writers agree with you!

“What one [person] might call a massive
demonstration another might call a noisy
protest, and yet another an angry march…”
Analyzing the Argument







p71 EDW
What is the main issue (stasis)
What emotional, ethical and logical appeals can
you use?
How can you establish your credibility?
What sources do you have?
How current and reliable are they?
Does your thesis reflect your claim accurately?
How can you use visuals to support your
argument?
When Writing an Argument

Stasis Theory




(stasis = stand)
Did the act occur?
How is the act defined?
How important or serious is the act?
What actions should be taken as a result of
this act?
When Writing an Argument



Reason :: Logic
Emotion :: Values
Character :: Credibility :: Ethics
LOGOS :: PATHOS :: ETHOS
Logos :: Pathos :: Ethos

Logos


Pathos


The appeal to reason (logic)
The appeal to emotion (values)
Ethos

The appeal to character (ethics)
When Writing an Argument

Logos :: reason

“The facts don’t lie”
Use of evidence
Trustworthy sources
Clearly defined terms



When Writing an Argument

Pathos :: emotion of the reader

Reminds us of deeply held values
Stirs reader’s emotions
Creates a strong emotional appeal


When Writing an Argument

Ethos :: character of the writer

The credibility, moral character, and
goodwill of the writer (ethics)
Knowledgeable on the subject?
Trustworthy?
In the best interest of the audience?



When Writing an Argument

Identify the elements of an argument

Most arguments share a claim, reasons for
that claim, warrants (assumptions) which
connect the claim to the reasons, evidence
(facts, credible opinions, examples,
statistics), and qualifiers (limiting of the
claim)
When Writing an Argument

Identify the elements of an argument





Claim
Reasons, for that claim
Warrants or assumptions, which connect the
claim to the reasons
Evidence, facts, credible opinions, examples,
statistics
Qualifiers, limits of the claim
When Writing an Argument

Recognize Fallacies

Serious Flaws



Barriers to common ground and understanding
Pages 74-76 The Everyday Writer
Emotional, ethical, logical fallacies
Recognizing Fallacies

Emotional
Bandwagon appeal, flattery, in-crowd appeal, veiled
threats, false analogies

Ethical
Ad hominem, guilt by association, false authority

Logical
Begging the question, post hoc fallacy, non sequitur,
either-or, hasty generalization, oversimplification
When Writing an Argument

Demonstrating Knowledge


Using credible sources
Demonstrating Fairness

Considering the other side in your paper adds
to your credibility
Organizing an Argument
The Classical System
1. Introduction
2. Background
3. Lines of Argument
4. Alternative arguments
5. Conclusion

Organizing an Argument
The Toulmin System
1. Make your claim
2. Qualify your claim
3. Present good reasons as support
4. Explain the underlying assumptions
5. Provide additional evidence
6. Acknowledge possible counter arguments
7. Draw your conclusions

When Making Presentations
of your finished Arguments

Know your material

Practice, practice, practice


Helps you be more comfortable on presentation day
Make Eye Contact


Adds to your credibility
Lets the listeners know you know your stuff
The 5 Canons of Rhetoric





Invention
Arrangement
Style
Memory
Delivery
When Making Presentations
of your finished Arguments

Who is your audience?

How should you dress?
Always…
Thank the Audience
Be Sure to Take Questions
Props







PowerPoint
Brochure
Flyer
Website
Press Release
Poster board
Other Ideas?
Do You Remember C.R.A.P. ?




Contrast
Repetition
Alignment
Proximity
CONTRAST

Black type :: white background

Sizes :: draw the eye to the focal point

White space :: use it wisely!
REPETITION

Repeating Elements





Colors
Art (logos, pictures)
Font
Layout
Navigation
ALIGNMENT

Flush Left
Flush Right
Centered
Justified

Pick one alignment and stick with it!



PROXIMITY

Grouping Elements



Headlines close to their body copy
Captions close to their pictures
3-5 Groupings per page

Give it The Squint Test
Don’t forget C.R.A.P.




Contrast
Repetition
Alignment
Proximity
Typography

Promotes the “feeling” / Sets the “tone”

Pick 2 typefaces

Headlines / Sub Heads / Body Copy
Serif / San Serif

Use bold and italic for emphasis

Typography

Headlines

Sub Heads

Body Copy
1 serif / 1 San Serif

Use bold and italic for emphasis
Type Sizes
BIG TYPE
--LITTLE TYPE--
Great for adding contrast!
Type Sizes




Varying Sizes Adds Contrast
Establishes a Hierarchy of Info
Consistency is Key
Keep “legibility” and “readability” in mind
How Much Info Per Slide?





Not Much!
A Bulleted List
Five or Six lines of type
Maybe 1 paragraph
Better to break up long passages into two or
more slides
Color Psychology

http://www.sheriftariq.org/design/images/color/color_wheel.gif
Color Psychology

Do colors mean something?

WARNING!
JEALOUSY
TRUST

What about in other cultures?


Color Psychology

Sources on the web…

http://www.infoplease.com/spot/colors1.html

http://www.pantone.com/products/products.asp?
idArticle=112&idArea=16
How will
your project
be read?
4 Principles of Graphic Design
Typographical Suggestions
Color Psychology
Rhetoric & Arguments
The Art of Persuasion
How will you be read?