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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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Quae diligentissime contra Aristonem dicuntur a Chryippo. Sed finge non solum callidum eum, qui aliquid improbe faciat, verum etiam praepotentem, ut M. Quid, si etiam iucunda memoria est praeteritorum malorum? Quid iudicant sensus? Theophrastus mediocriterne delectat, cum tractat locos ab Aristotele ante tractatos? Tu quidem reddes;
Quae cum dixisset, finem ille. Quid, cum fictas fabulas, e quibus utilitas nulla elici potest, cum voluptate legimus? Id est enim, de quo quaerimus. Graecis hoc modicum est: Leonidas, Epaminondas, tres aliqui aut quattuor; Quam ob rem tandem, inquit, non satisfacit? Sin dicit obscurari quaedam nec apparere, quia valde parva sint, nos quoque concedimus; Claudii libidini, qui tum erat summo ne imperio, dederetur.
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What are their current ...
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Hos contra singulos dici est melius. Dici enim nihil potest verius. Etenim semper illud extra est, quod arte comprehenditur. Primum in nostrane potestate est, quid meminerimus? Ac ne plura complectar-sunt enim innumerabilia-, bene laudata virtus voluptatis aditus intercludat necesse est. Quasi vero, inquit, perpetua oratio rhetorum solum, non etiam philosophorum sit. Negare non possum. Quod eo liquidius faciet, si perspexerit rerum inter eas verborumne sit controversia.
Incommoda autem et commoda-ita enim estmata et dustmata appello-communia esse voluerunt, paria noluerunt. Causa autem fuit huc veniendi ut quosdam hinc libros promerem. Pauca mutat vel plura sane; Si longus, levis. Igitur ne dolorem quidem. Facillimum id quidem est, inquam. Illa sunt similia: hebes acies est cuipiam oculorum, corpore alius senescit;
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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