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This model from Ancient Greece has helped define the art of persuasion for over 2,000 years and continues to serve as a guide for impactf ...
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Quae cum praeponunt, ut sit aliqua rerum selectio, naturam videntur sequi; Propter nos enim illam, non propter eam nosmet ipsos diligimus. Inde sermone vario sex illa a Dipylo stadia confecimus. Bork Quis istud, quaeso, nesciebat? Maximas vero virtutes iacere omnis necesse est voluptate dominante. Et nemo nimium beatus est; Duo Reges: constructio interrete. Atqui perspicuum est hominem e corpore animoque constare, cum primae sint animi partes, secundae corporis. Non potes, nisi retexueris illa.
Et harum quidem rerum facilis est et expedita distinctio. Nec vero sum nescius esse utilitatem in historia, non modo voluptatem. Atqui reperies, inquit, in hoc quidem pertinacem; Quid, quod homines infima fortuna, nulla spe rerum gerendarum, opifices denique delectantur historia? Sic enim censent, oportunitatis esse beate vivere. Si quicquam extra virtutem habeatur in bonis. Mihi, inquam, qui te id ipsum rogavi? Qui enim voluptatem ipsam contemnunt, iis licet dicere se acupenserem maenae non anteponere. Dolor ergo, id est summum malum, metuetur semper, etiamsi non aderit; Inde sermone vario sex illa a Dipylo stadia confecimus. Nulla profecto est, quin suam vim retineat a primo ad extremum. Itaque homo in primis ingenuus et gravis, dignus illa familiaritate Scipionis et Laelii, Panaetius, cum ad Q.
Quia nec honesto quic quam honestius nec turpi turpius. Et ais, si una littera commota sit, fore tota ut labet disciplina. Piso, familiaris noster, et alia multa et hoc loco Stoicos irridebat: Quid enim? At modo dixeras nihil in istis rebus esse, quod interesset. Indicant pueri, in quibus ut in speculis natura cernitur. Inde sermone vario sex illa a Dipylo stadia confecimus. Qui ita affectus, beatum esse numquam probabis; Roges enim Aristonem, bonane ei videantur haec: vacuitas doloris, divitiae, valitudo;
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Deeply understand your audience.
What are their current ...
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Bork Quod vestri non item. Quae in controversiam veniunt, de iis, si placet, disseramus. Duo Reges: constructio interrete. Quod non faceret, si in voluptate summum bonum poneret. Omnes enim iucundum motum, quo sensus hilaretur. Ut id aliis narrare gestiant? Aeque enim contingit omnibus fidibus, ut incontentae sint. Sed venio ad inconstantiae crimen, ne saepius dicas me aberrare;
Non autem hoc: igitur ne illud quidem. Hoc sic expositum dissimile est superiori. Illum mallem levares, quo optimum atque humanissimum virum, Cn. In quo etsi est magnus, tamen nova pleraque et perpauca de moribus.
Quis non odit sordidos, vanos, leves, futtiles? An me, inquam, nisi te audire vellem, censes haec dicturum fuisse? Est autem etiam actio quaedam corporis, quae motus et status naturae congruentis tenet; Quae cum praeponunt, ut sit aliqua rerum selectio, naturam videntur sequi; Prioris generis est docilitas, memoria;
Plato, Aristotle’s teacher, was critical of persuasion techniques, seemingly to rally against the form and emotional element winning arguments over a logical case as an example of manipulation. Aristotle did counter this, suggesting that the art of persuasion was a necessary but neutral tool and that it should be used ethically.
Other criticism of the model tends to be in its application, as it sets a broad framework but potentially lacks more practical application. In other words, while a useful guide, the model still takes considerable skill to apply effectively and consistently.
Legal application.
This 2014 research paper describes how Aristotle’s Rhetorical Triangle is a crucial tool in the courtroom. The author explains:
“Logos, ethos, and pathos, a persuader’s logical, credibility-related, and emotional appeals, when used in concert, create a whole argument. This argument is one which takes into account the human element as well as the rational and logical needs of the law in its pursuit of justice. Classical Aristotelian rhetoric, thus, must not be dismissed by the advocate hoping to most effectively represent his client. Nor should it be dismissed by the legal community as form over substance.As I have demonstrated, the end result of an attorney utilizing Aristotle’s three modes together is the fairest result possible in a given situation, so substance is not sacrificed, and effective form is still maintained.”
“I have a dream.”
I could have chosen an analysis of any modern speech based on Aristotle’s Rhetorical Triangle, I went with Martin Luthor King’s classic.
This article breaks it down, including noting the following:
Ethos:
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By way of establishing his intentions, “In his speech, King frequently looks back at moments in American history and refers to the leaders who laid the foundation of free America.”
Pathos:
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Given the moment of anger and frustration he was speaking in, there’s no wonder that Pathos was a main ingredient. “His speech keeps growing more dramatic and engaging. King tries to make the frustration visible that years of neglect have caused.”
Logos:
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King paints the future state, the ‘dream’, and lays out a path to achieve it, heavily referencing American history.
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Aristotle’s Rhetoric was set out in his book On Rhetoric: A Theory of Civil Discourse. I say 'book' because it has been published as such but, like his other works, seems to have been a collection of his student’s notes in response to his lectures. His body of work on persuasion did progress and shift over his life, though these three appeals remained consistent.
Other modern sources to dive into this model include the work of Carmine Gallo, see his HBR article on the topic; and Sam Leith’s Words Like Loaded Pistols. For a more in-depth albeit slightly academic view of this model, you can also visit the entry in Stanford’s Encyclopedia of Philosophy.
My Notes
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