COMM 305 1st Edition Lecture 25 Outline of Last Lecture 3 Elaboration Likelihood Model a Processing messages Two Routes i Central vs Peripheral ii Examples of peripheral cues e g credibility liking consensus b Which route to take c Attitude Change d Criticisms of ELM i Parallel processing and the Heuristic Systematic Model HSM ii What about the message 4 Aristotle s Logos Ethos and Pathos Outline of Current Lecture 1 Aristotle s Logos Ethos and Pathos 2 Making Persuasion Possible a Speech Situations b Forms of Rhetorical Proof i Logos ii Ethos iii Pathos Current Lecture It s not the message but the kind of audience that determines if it is central or peripheral They are processing credibility in a central way You should be confused It is not always right Bhattacherjee 2006 reading Logos centers on the arguments themselves in a message The Cheetos add is a failure It does not include an arguments or proof Logos including arguments that make sense Argument by case example Use examples that make sense to the audience Should evidence the success of the evidence being offered Enthymeme Major premise all people are created equal Minor Premise I am a person Conclusion I am equal to others Enthymemes leave out a premise that is already accepted by the audience The audience supplies the missing premise Baby commercial talking about E Trade You want or need to take control Even the babies can do it Left out is that you are a savvy investor You should get E Trade Ethymene is the greatest example The audience is involved in there own persuasion The audience supplies the missing piece You provide the implied idea Logos obvious form of proof available Ethos speakers credibility Ethos Demonstrate connection character goodwill Ethos isn t just about who the speaker is but what the speaker does during the speaking situation to establish that they have character and good will Connection You and the speaker have something in common The speaker needs to show how they are like the audience and how the audience is like them How they are like others the audience holds in high esteem Character Having a god and honest image Show they have a good positive image Good will Demonstrating positive good intent towards the audience Be sure to distinguish between them COMM 305 1st Edition GI Joe clip Boy looses his brother GI Joe helps They establish they are a kid like others They establish connection that kids can relate to getting lost Alpine does good deeds and saves the world by helping Offers strategies to make sense Establishes good will Values the audience and sender share Good deeds the audience will understand Aristotle shows this is something you can accomplish in terms of audience Pathos Striking a responsible control About emotion Pathos pathetic Involving or relating to emotion Clear the role of audience about evoking audience emotion Emotional reaction of audience Make sure you have strong arguments the audience provides the key premise to Provide credibility for the audience Strike a cord with the audience The audience emotions Know how your audience reacts to various ideas What emotional idea are they likely to have Are they able to evoke the emotional reaction Emotional Dimensions Anger include something that would make the audience angry It was about striking emotion If your audience is already angry at you you may need to calm the audience down Love or Friendship Fear Shame Indignation Admiration Same is true for all of these You may try to show connection and encourage feelings of love or connection You may also want to encourage feelings of hate towards something you don t like Describe as remote or manageable Make the audience feel courage Use parallels As you are designing a message think what the message will evoke Evoke spirit of fairness to show something is fair or unfair The Cheetos add invoked anger in us with the cell phone user being annoying Pedigree Dogs Clip Logos ethos and pathos are comprehensive It gives a tool box to construct a message The theories only int at what you should design Message influence has to do with how we process a message The influence will be operated differently Rhetoric What best connects argument and speaker to audience is what is accepted