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“Amoreperfectunion”PersuasionSomequestionsandpreconceptions•Whatispersuasion?•Whatisthegoalofpersuasion(especiallyinthisspeech)?•WhatmethodsdidthespeakerObamaapplytopersuadetheaudience?•DidObamasuccessfullyachievehispersuasiongoals?•Persuasionisanumbrellatermofinfluence.•Persuasioncanattempttoinfluenceaperson'sbeliefs,attitudes,intentions,motivationsorbehaviors.——Gass,RobertH.Seiter,JohnS.(2010).Persuasion,socialinfluence,andcompliancegaining(4thed.).Boston:Allyn&Bacon.p.33.•Applicationareas:•Inbusiness,persuasionisaprocessaimedatchangingaperson's(oragroup's)attitudeorbehaviortowardsomeevent,idea,object,orotherperson(s),byusingwritten,spokenwordsorvisualtoolstoconveyinformation,feelings,orreasoning,oracombinationthereof.•Inthepursuitofpersonalgain,suchaselectioncampaigning,givingasalespitch,orintrialadvocacy.•Publicspeakingisdeliberatelystructuredwiththreegeneralpurposes:toinform,topersuadeandtoentertain.•Persuasionistheuseofappealstoreasons,values,andemotionstopersuadetheaudiencetothinkoractinaparticularway.•Itsultimategoalisbasic,butdifficult——toconvincetheaudiencetointernalizethespeakers'argument,thenembraceitasapartoftheircorebeliefsystem.•Inthisspeech?•——tocallonallAmericanstojoinhandsMethods——variousstandardsofclassificationSomepersuasionmethods?Whatareappliedinthisspeech?PersuasionMethods——RobertCialdini•RobertCialdini,inInfluence,hisbookonpersuasion,definedsix“influencecuesorweaponsofinfluence”.•1.Reciprocity(whenofferedafreeserviceorgift,repayinkind)•2.Commitmentandconsistency•3.Socialproof(thepowerofthecrowd)•4.Likeness(tendtosayyestopeoplethattheylike——physicalattractiveness/othertraits/similarity)•5.Authority(anexpert,someauthorityfigures)•6.Scarcity(peoplewantmoreofwhattheycannothave)——wikipediaByappealtoreason01logiclogicalargumentrhetoricscientificevidence(proof)scentificmethodByappealtoemotion02cosmeticadvertisingpresentationandimaginationpitypropagandapsychologicalmanipulationseductiontraditionAidstopersuasion03bodylanguagecommunicationskillorrhetoricsalestechniquesOthertechniques04deceptionhypnosis（催眠）power(socialandpolitical)subliminaladvertising(潜意识广告)Coersivetechniques05brainwashingcoersivepersuationforcemindcontroltorture——source:wikipediaPersuasionmethods——Aristotle•AristotleandhistreatiseRhetoric•AccordingtoAristotle,aspeaker'sabilitytopersuadedependsonhowwellthespeakerappealstohisorheraudienceinthreemeansofpersuasion:•1.logos=logicalarguments(logicalappeal)•2.pathos=theemotionawakenedbythespeakerinanaudience(emotionalappeal)•3.ethos=thecharacterofthespeaker(ethicalappeal)ConcreteAnalysisWhatpersuasionmethodsareappliedinthisspeech?Logos,pathos,ethosLogos['lɔɡos]Logosiscommonlycalledthelogicalappeal.Itistheappealtologicandreason.Logos•Toappealtologicandevokearationalresponse,aspeakeroftenusesmoretheoreticalorabstractlanguagethatincludeshistoricalanalogies,factualdataandstatistics,quotationsfromexpertsandauthorities,andinformedopinions.•1.Facts(anecdote,examples)Inmostcases,factsareperceivedtobemoreobjectivethanopinionsandcanthereforecarrymorepersuasiveforce(Corbett,1990:127).(1)(2)Obama'spersonalstory(eagerforunity-condemnthedivisivestatementsofReverendWright-However,herespectandhelpbalckandwhitepeoplealikeinreallife-theissuesreflectthecomplexitiesofracethatneedstobeworkedthrough)(3)AnexampleofAshleyBaia(asawhitewoman,sheorganizesamostlyAfrican-Amecicancommunity)(I2)“Twohundredandtwenty-oneyearsago,agroupofmengatheredandlaunchedAmerica'simpropableexperimentindemocracy.”3“Thedocumenttheyproducedwaseventuallysignedbutultimatelyunfinished.Itwasstainedbythisnation'soriginalsinofslavery,whosefinalresolutionwaslefttofuturegenerations.”5“WhatwouldbeneededwereAmericansinsuccessivegenerationswhowerewillingtodotheirpart”6“Thiswasoneofthetaskswesetforthatthebeginningofthispresidentialcampaign.Wecannotsolvethechallengesofourtimeunlesswesolvethemtogether.”Logos•2.Quotations•Quotingfromauthoritieswillmakethelanguageofone'sspeechmoreconvincing.•tojustifyapointofvieworaction,tobackupone'sideas,tostrengthencredibility•eg.(I1)“Wethepeople,inordertoformamoreperfectunion.”——thepreambletotheUnitedStatesConstitution•eg.(II27)AsWilliamFaulkneroncewrote,“Thepastisn'tdeadandburied.Infact,itisn'tevenpast.”——somanyofthedisparitiesthatexistbetweentheAfrican-AmericancommunityandalargerAmericancommunitytodaycanbetraceddirectlytoinequalitiespassedonfromanearliergeneration.•eg.Letusbeourbrother'skeeper,Scripturetellsus.Pathos['peɪθɒs]Pathosisachievedbyevokingpeople'semotions,andemphasizingcommonvalues.Pathos•1.Appealtopity•toarousethesympatheticfeelingsoftheaudience,thustostrengthentheirpersuasivepower•eg.(II28)Segregatedschoolswere,andare,inferiorschools;westillhaven'tfixedthem...(II29)Legalizeddiscrimination——whereblackswereprevented,oftenthroughviolence,fromowningproperty,orloans