UNIT THREE: Rhetoric of the Opinion Editorial
Warm Up:
Option 1: Think of something you tried to persuade a parent, teacher, or friend to do or believe. It might have been to buy or pay for something, to change a due date or a grade, to change a rule or decision, to go somewhere, or some other issue. What kinds of arguments did you use? Did you use logic? Did you use evidence to support your request? Did you try to present your own character in a way that would make your case more believable? Did you try to engage the emotions of your audience? Write a short description of your efforts to persuade your audience in this case.
READING
“Three Ways to Persuade” by John Edlund
Over 2,000 years ago the Greek philosopher Aristotle argued that there were three basic ways to persuade an audience that you were right: ethos, logos, and pathos.
Ethos: The Writer’s Character or Image
The Greek word ethos is related to our word ethics or ethical, but a more accurate modern translation might be image. Aristotle uses ethos to refer to the speaker’s character as it appears to the audience. Aristotle says that if we believe that a speaker has good sense, good moral character, and goodwill, we are inclined to believe what that speaker says to us. Today we might add that a speaker should also appear to have the appropriate expertise or authority to speak knowledgeably about the subject matter. Ethos is an important factor in advertising, both for commercial products and in politics. For example, when an actor in a pain reliever commercial puts on a doctor’s white coat, the advertisers are hoping that wearing this coat will give the actor the authority to talk persuasively about medicines. Of course, in this case the actor’s ethos is a deceptive illusion.
In our society sports heroes, popular actors and actresses, and rock stars are often seen as authorities on matters completely unrelated to their talents. This is an instance of the power of image. Can you think of some examples?
A writer’s ethos is created largely by word choice and style. Student writers often have a problem with ethos because they are asked to write research papers, reports, and other types of texts as if they have authority to speak persuasively, when in fact they are newcomers to the subject matter and the discourse community. Sometimes students try to create an academic image for themselves by using a thesaurus to find difficult and unusual words to sprinkle throughout their texts. Unfortunately, this sort of effort usually fails, because it is difficult to use a word correctly that you have not heard or read in context many times.
Sometimes a writer or speaker will use what is called an ad hominem argument, an argument against the man. In this strategy, you attack the character or personality of the speaker instead of attacking the substance of his or her position. This kind of argument is usually considered to be a logical fallacy, but it can be very effective, and is quite common in politics.
Questions for Discussion:
- What kind of image do you want to project to your audience?
- What can you do to help project this image?
- What words or ideas do you want to avoid in order not to harm your image?
- What effect do misspelled words and grammatical errors have on your image?
Logos: Logical Arguments
In our society, logic and rationality are highly valued and this type of persuasive strategy is usually privileged over appeals to the character of the speaker or to the emotions of the audience. However, formal logic and scientific reasoning are usually not appropriate for general audiences, so we must rely on a more rhetorical type of reasoning.
For Aristotle, formal arguments are based on what he calls syllogisms. This is reasoning that takes the form:
All men are mortal.
Socrates is a man.
Therefore, Socrates is mortal.
However, Aristotle notes that in ordinary speaking and writing we often use what Aristotle calls a rhetorical syllogism or an enthymeme. This is an argument in which some of the premises remain unstated or are simply assumed. For example, no one in ordinary life would think that Socrates could be immortal. We would simple assume that Socrates could be killed or that he would die of natural causes after a normal lifespan. Not all assumptions are as trivial as this one, however.
For example, when Bubonic Plague swept through Europe and parts of Asia in the 14th century, killing as much as three quarters of the population in less than 20 years, it was not known how the disease was spread. At one point, people thought that the plague was spread by cats. If you assume that cats spread the disease, the obvious solution to the problem is to eliminate the cats, and so people began killing cats on sight. However, we now know that the plague is spread by fleas which live on rats. Because cats kill rats, killing off the cat population led to an increase in the rat population, a corresponding increase in plague carrying fleas, and thus an increase in cases of plague in humans. Killing off the cats was a logical solution to the problem of plague, but it was based on a faulty assumption.
Rhetorical arguments are often based on probabilities rather than certain truth. The people of medieval Europe really had no way to determine what the real cause of the plague was, but they felt that they had to do something about it, and the cat hypothesis seemed probable to them. Unfortunately, this is true of many of the problems we face even todayCwe can not know with absolute certainty what the real solution is, yet we must act anyway.
Persuasion, to a large extent, involves convincing people to accept our assumptions as probably true. Similarly, exposing questionable assumptions in someone else’s argument is an effective means for preparing the audience to accept your own contrary position.
Questions for Discussion:
- Imagine some arguments that start from faulty assumptions, such as “If pigs could fly,” or “If money grew on trees.” What would be some of the logical consequences?
- Do you think that logical arguments are a better support for a position than arguments that are based on authority or character? In other words, would you support a policy just because a celebrity or an important expert supported it?
- Can you think of a time when you used a logical argument to persuade someone of something? What was it?
Pathos: The Emotions of the Audience
Most of us think that we make our decisions based on rational thought. However, Aristotle points out that emotions such as anger, pity and fear, and their opposites, powerfully influence our rational judgments. Due to this fact, much of our political discourse and much of the advertising we experience is directed toward moving our emotions.
Anger is a very powerful motivating force. Aristotle points out that if we want to make an audience angry we need to know three things: 1) the state of mind of angry people, 2) who the people are that this audience usually gets angry at, and 3) on what grounds this audience gets angry at those people. The recent breakup of Yugoslavia into separate countries provides many examples of the power of this kind of rhetoric. Yugoslavia was created after the Second World War out of several smaller states, including Croatia, Serbia, Bosnia-Herzegovena, and Slovenia. Within each state there were ethnic and religious minorities with long histories of conflict. While Yugoslavia was under the control of the Soviet Union, these conflicts were kept in check by military force. With the collapse of the Soviet Union, new political structures were necessary, and political opportunities arose for the ambitious. The leaders of various factions, understanding Aristotle’s three points very well, began to mobilize their followers to war by reminding them of their historical grievances against other groups. Serbian leaders published photographs of atrocities allegedly committed by Croatians during WWII, reviving a conflict from 50 years earlier. Individuals were inspired through this angry rhetoric to attack, rape, and kill neighbors that had lived near them all their lives, simply because of their ethnicity or religion.
Many political decisions have an emotional motivation. For example, when a gunman with an assault rifle shot up a schoolyard full of children, people were suddenly interested in banning such weapons. In this case several emotions are involved, but perhaps the strongest one is pity for the small children and their families. The logical arguments for banning or not banning assault rifles had not changed at all, but people were emotionally engaged with the issue after this event and wanted to do something.
Many advertisements for consumer goods aim at making us insecure about our attractiveness or social acceptability, and then offer a remedy for this feeling in the form of a product. This is a common strategy for selling mouthwash, toothpaste, chewing gum, clothing, and even automobiles.
Appeals to the emotions and passions are a very effective rhetorical technique, and very common in our society. You may find it necessary to use them yourself.
Questions for Discussion:
- Can you think of an advertisement for a product or a political campaign that uses your emotions to persuade you to believe something? Describe it, and analyze how it works.
- Do you think it is unfair or deceptive to try to use emotions to persuade people?
- Have you ever made a decision based on your feelings that you regretted later?
Look at the article “A Change of Heart About Animals” by Jeremy Rifkin. Think about the following questions:
Where and when was this article published?
Who wrote the article? Do you know anything about this writer? (Hint: Look at the end of the article.) How could you find out more?
What is the subtitle of the article? What does that tell you about what the article might say?
The article was published on the editorial page. What does that mean?
Reading
First Reading
For the first time through, you should read to understand the text. Read as if you trust Rifkin, and focus on what he is trying to say. Try to see whether the predictions you have made about the text are true. Is the article about what you thought it would be about? Does Rifkin say what you thought he would say? When you have finished reading, answer the following questions:
Which predictions turned out to be true?
What surprised you?
What does Rifkin want readers to believe?
What are some of the things people believe humans can do that animals cannot? How does Rifkin challenge those beliefs?
What authorities does Rifkin use to support his case?
What action does Rifkin want readers to take?
How does Rifkin organize his essay? Is it an effective organization?
Published on Monday, September 1, 2003 by the Los Angeles Times
A Change of Heart About Animals
They are more like us than we imagined, scientists are finding
by Jeremy Rifkin
Though much of big science has centered on breakthroughs in biotechnology, nanotechnology and more esoteric questions like the age of our universe, a quieter story has been unfolding behind the scenes in laboratories around the world — one whose effect on human perception and our understanding of life is likely to be profound.
What these researchers are finding is that many of our fellow creatures are more like us than we had ever imagined. They feel pain, suffer and experience stress, affection, excitement and even love — and these findings are changing how we view animals.
Strangely enough, some of the research sponsors are fast food purveyors, such as McDonald's, Burger King and KFC. Pressured by animal rights activists and by growing public support for the humane treatment of animals, these companies have financed research into, among other things, the emotional, mental and behavioral states of our fellow creatures.
Studies on pigs' social behavior funded by McDonald's at Purdue University, for example, have found that they crave affection and are easily depressed if isolated or denied playtime with each other. The lack of mental and physical stimuli can result in deterioration of health.
The European Union has taken such studies to heart and outlawed the use of isolating pig stalls by 2012. In Germany, the government is encouraging pig farmers to give each pig 20 seconds of human contact each day and to provide them with toys to prevent them from fighting.
Other funding sources have fueled the growing field of study into animal emotions and cognitive abilities.
Researchers were stunned recently by findings (published in the journal Science) on the conceptual abilities of New Caledonian crows. In controlled experiments, scientists at Oxford University reported that two birds named Betty and Abel were given a choice between using two tools, one a straight wire, the other a hooked wire, to snag a piece of meat from inside a tube. Both chose the hooked wire. Abel, the more dominant male, then stole Betty's hook, leaving her with only a straight wire. Betty then used her beak to wedge the straight wire in a crack and bent it with her beak to produce a hook. She then snagged the food from inside the tube. Researchers repeated the experiment and she fashioned a hook out of the wire nine of out of 10 times.
Equally impressive is Koko, the 300-pound gorilla at the Gorilla Foundation in Northern California, who was taught sign language and has mastered more than 1,000 signs and understands several thousand English words. On human IQ tests, she scores between 70 and 95.
Tool-making and the development of sophisticated language skills are just two of the many attributes we thought were exclusive to our species. Self-awareness is another.