Rhetorical Passion

ARISTOTLE says that rhetoric is the art of discovering all available means of persuasion. In his book by that title (Rhetoric) he reveals a depth of wisdom concerning three areas of concern in creating the most persuasive arguments – ethos (credibility), logos (logic, reasoning), and pathos (emotion, passion). He artfully and skillfully develops his ideas in this 2300 year old text on public speaking. He says that each of these areas (ethos, logos, pathos) are places from which appealing arguments may be invented as the speaker considers the occasion, the speech topic, the speaker himself/herself, and most importantly the audience. The importance of understanding these factors increases exponentially as each factor taken in relationship with the others.

I have devoted myself to rhetorical studies for thirty years. This does not make me an expert but it does perhaps give some credibility to some of the insights that follow.

Which of the three areas provides the strongest basis for creating the most persuasive arguments? Is it true, as some argue that if a speaker is not seen as credible, he will not be persuasive? Yes. But does it follow then that this is most important? No. Because effective use of logical and emotional reasoning has direct impact on credibility. Two things that inform credibility – perceived competence and perceived character – are determined before the speech, during the speech, and after the speech.

Are logical arguments appealing primarily to the cerebral realm most persuasive? No. While they do provide for post-decision support, logic alone rarely moves anyone to action. We generally decide (even major decisions) because we are moved emotionally.

Emotions, though, do not provide the exclusive claim for persuasiveness. In fact, the use (read that abuse or overuse) of emotional appeals may very well destroy what would have been a great persuasive speech.

Quick final analysis for consideration: It is the thoughtful combination of the three areas with consideration of speaker, speech, occasion, and audience which provides access to the strongest persuasive arguments. But, if one trumps the others in importance, I throw my weight behind passion. Often the passionate is seen as more credible even if she is less knowledgeable or even logical in the presentation. Passion is appealing – in communicates conviction and actually is a logic to itself. I heard someone recently say, “Better is ignorance on fire than knowledge on ice!”

What are some things you are trying to persuade others about? (Don’t tell me that you don’t believe in persuading others about anything. That dog don’t hunt.) My greatest advice is to determine at least three to five reasons why you are fully convinced in your position and why you can be passionate about it. Then present it with purposeful passion.

The reason I am even thinking about this is because I have been pondering on what the big attraction is for Barrack Obama. I believe it is primarily due to his passion. He presents his messages enthusiastically and extemporaneously. This gives the feeling he is actually talking with you and is fully convinced and even excited about his message. And so many people are persuaded to support him, give money to him, and vote for him.