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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 ...
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Si quidem, inquit, tollerem, sed relinquo. Non pugnem cum homine, cur tantum habeat in natura boni; Vos autem cum perspicuis dubia debeatis illustrare, dubiis perspicua conamini tollere. At tu eadem ista dic in iudicio aut, si coronam times, dic in senatu. Primum cur ista res digna odio est, nisi quod est turpis?
Tu vero, inquam, ducas licet, si sequetur; Si quidem, inquit, tollerem, sed relinquo. Callipho ad virtutem nihil adiunxit nisi voluptatem, Diodorus vacuitatem doloris. Praetereo multos, in bis doctum hominem et suavem, Hieronymum, quem iam cur Peripateticum appellem nescio. Nam, ut sint illa vendibiliora, haec uberiora certe sunt. Quo modo autem optimum, si bonum praeterea nullum est? Quicquid porro animo cernimus, id omne oritur a sensibus; Nec hoc ille non vidit, sed verborum magnificentia est et gloria delectatus. Quae hic rei publicae vulnera inponebat, eadem ille sanabat. Atque hoc loco similitudines eas, quibus illi uti solent, dissimillimas proferebas. Hoc etsi multimodis reprehendi potest, tamen accipio, quod dant. Obsecro, inquit, Torquate, haec dicit Epicurus?
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What are their current ...
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Multoque hoc melius nos veriusque quam Stoici. Duo Reges: constructio interrete. Tanta vis admonitionis inest in locis; Quam nemo umquam voluptatem appellavit, appellat; Sapiens autem semper beatus est et est aliquando in dolore; Illa argumenta propria videamus, cur omnia sint paria peccata.
Nunc ita separantur, ut disiuncta sint, quo nihil potest esse perversius. At enim, qua in vita est aliquid mali, ea beata esse non potest. Satis est tibi in te, satis in legibus, satis in mediocribus amicitiis praesidii. At multis se probavit. Tu vero, inquam, ducas licet, si sequetur; Quorum sine causa fieri nihil putandum est.
Hoc loco tenere se Triarius non potuit. Quod ea non occurrentia fingunt, vincunt Aristonem; Dempta enim aeternitate nihilo beatior Iuppiter quam Epicurus; Cur tantas regiones barbarorum pedibus obiit, tot maria transmisit? Sed mehercule pergrata mihi oratio tua. Causa autem fuit huc veniendi ut quosdam hinc libros promerem. Bona autem corporis huic sunt, quod posterius posui, similiora. Quae cum magnifice primo dici viderentur, considerata minus probabantur.
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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