Argument by Logic Logos Gain the High Ground Messages that appeal only to the speaker have a tendency to boomerang You have to convince your audience that the choice you offer is the most advantageous to the advantage of the audience ID: 243355
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Slide1
Logos
Argument by LogicSlide2
Logos- Gain the High Ground
Messages that appeal only to the speaker have a tendency to boomerang- You have to convince your audience that the choice you offer is the most “advantageous”– to the advantage of– the audience.
The advantageous is an outcome that gives the audience what it values.Slide3
Logos- Gain the High Ground
Aristotle maintained that the person most affected by a decision makes the best judge of it.
While the decision is up to the audience, the burden of proof is on you.
To prove your point, start with something your audience believes in.
Hint: An
unpersuadable
audience tends to repeat the same rationale over and over. Slide4
Logos: Cracking cliches
1- Determine what your audience is thinking.
- Know its beliefs and values, the views it holds in common.Start from their position.In Rhetoric we call this spot, a
commonplace
– a viewpoint your audience holds in common.Slide5
Logos- Commonplaces
The rhetorical commonplace is a short-form expression of common sense or public opinion.
It can range from a political belief (all people are created equal) to a practical matter (it’s cheaper to buy in bulk.)
Commonplaces represent beliefs or rules of thumb, not facts.
Example: The early bird catches the worm. Slide6
Logos- commonplaces
Conversational commonplaces
let us cut to the topical chase and bring us closer as a group
.Commonplaces represent our shared notions of what’s advantageous for our society.Examples:
- No Child Left Behind
- Operation Iraqi Freedom
- Culture of Life
- Marriage Protection.Slide7
Logos-Commonplaces
The Rejection: An audience will often say no in the form of a commonplace.
Example: “I won’t vote Democrat because they’ll raise my taxes!”
Example: “I won’t vote Republican because they will increase the deficit!”Slide8
Logos-Commonplaces
What makes a commonplace a cliché is that they get repeated until we’re sick of them.
When you stop hearing one, you know the common ground of public opinion is beginning to switch.
Ex.: Post-9/11, we heard a lot of political language with “safety” and “security” in them.
- “Don’t switch horses midstream.”
After a few years without a major terrorist attack at home, we increasingly heard about putting limits on security.
- “Americans have a right to privacy in their own home.”Slide9
Logos-Commonplaces
When commonplaces clash, arguments begin.Slide10
American Commonplaces!Slide11
Logos- persuade on your terms
Defining Terms
Definition works as a rhetorical method for getting a favorable grip on an argument
.
Define the terms and the issue in a way that stacks an argument in your favor.Slide12
Logos- persuade on your terms
You can harness definition to win an argument without using any facts at all.
Facts and definitions are part of a larger overall strategy called
stance.
If
facts
work in your favor, use them. If they don’t…
Redefine the terms
instead. If that won’t work, accept your opponent’s facts and terms but…
Argue that
your opponent’s argument is less important
than it seems. If THAT doesn’t work…
Claim
the discussion is irrelevant.
Use these in descending order. Slide13
Example:
“That student is lazy.”
Facts
: “He’s not lazy. He’s bored.”Redefine: “If by lazy, you mean bored to tears and sleep, you’re right.”Lessen their importance
:
“Okay, he might be lazy, but he is not a discipline problem. You should be focusing on students who are discipline problems.”
Irrelevance
: “He might be lazy, but he’s getting all As, so who cares?”Slide14
Logos- Defining an issue: Labeling
1- Labeling
: The Rhetorical practice of attaching a pejorative term to a person or concept.
How to use “labeling”: 1- Term Changing 2- Redefinition 3- If your opponent’s terms actually favor you,
use them.
4- Make your opponent’s most positive words look like negatives.
- “Professional” v. “Fun”Slide15
Logos- Defining an Issue: Framing
2- Framing
*
Commonplace words- the key words that form commonplaces.
* Find the commonplace words that appeal most to your audience.
“Reform”
“Protection”
“Change”
“We need to be more
aggressive.”
“
He has a good
heart.”
“Chalk it up to a
learning experience.”
“
Welcome to the
team.
”Slide16
Logos- Framing
Framing, cont.:
* Define the issue in the broadest context. - “Pro” usually beats “Con.”Example:
* 1990s pro-life movement focused on fighting late- term abortions and requiring parental permission for minors.
* Meanwhile, pro-
choicers
kept using abortion as another form of contraception.
* As a result, 1995-2005 saw clinics shutting down.
*Pro-life presented themselves as more moderate.Slide17
Logos- Framing
Framing, cont.:
* Deal with the specific problem or choice, and make sure you speak in the future tense
.Slide18
Types of logic
“
In America we stopped using corporal punishment and things have never been better. The streets are safe. Old people strut confidently through the darkest alleys. And the weak and nerdy are admired for their computer programming abilities. So, like us, let your children run wild and free, because as the saying goes, “Let your children run wild and free.”
Homer Simpson.
Bad logic wastes time.Slide19
Types of logic
1- Deductive Logic: Starts with a premise- a fact or a commonplace- and applies it to a specific case to reach a conclusion.
Example:
All men are mortal. Socrates is a man.
Therefore, Socrates is mortal.
If attractive women go for Dell,
And you like attractive women,
You should buy a Dell.