Three Types Of Persuasion In Aristotle's Rhetoric

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Nowadays, persuasion has become an inevitable element of everyday life. Persuasion is used towards certain person or specific group of people. Even though the persuasive process is noticeable, the problem of defining and understanding persuasion still occurs. Persuasion has been investigated for many yearyears till today. The first one who studied and examined persuasion was Aristotle, raising the topic in his Rhetoric . Basing on the definition given by Aristotle, many scientists have created their interpretation and commentary about persuasive process. That is the reason why, without taking into consideration how Aristotle defined persuasion, this phenomenon cannot be understood properly. As stated by Aristotle, three kinds of persuasion can be distinguished: (www.pathosethoslogos.com) 1. Ethos is the appeal to author’s credibility.…show more content…
To make the process effective a speaker should be credible (ethos), ought to have emotional influence on the target audience (pathos) and appeal to its logical reason. According to Cialdini (1984:13) six main principles of persuasion can be distinguished. 1. Reciprocation: as the rule says when the person receives something, s/he should feel obliged to give it back. As a result, persuasive speakers are willing to be helpful to their target audience or to give so-called “free samples”, because they expect the receiver to give back what have been given to him or her before. 2. Commitment and Consistency: Cialdini (1984:43) claims that people want to be consistent in the commitment that they have already done. As it goes further, once one has decided to do something and s/he has made an agreement (verbal or written agreement), becomes more likely to keep the word rather than step out from the deal that has been already

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