Public Speaking

218 CHAPTER 16^ Foundations of Persuasion

Diversity

in praCtiCe

Composure in Other Cultures

Concepts of ethos depend on the cultural context. Thomas Kochman, author of

Black and White Styles in Conflict, explained that credible speakers in the African

American tradition are often forceful and emotional rather than calm and

composed.^10 Good speakers are genuinely intense, and sometimes their emotional

expressiveness contrasts greatly with the order and procedure common in the

Euro-American style of public speaking. For this reason, listeners brought up in

the Euro-American culture may consider them loud or aggressive.

Similarly, Janice Walker Anderson^11 found that Arabs traditionally expected

effective speakers to show their emotion and to heighten the audience’s emotions

through the rhythm and sounds of words. In these cultures, overstating a case

indicates the speaker’s sincerity, not a distortion of facts; in contrast, a soft tone

indicates that the speaker is weak or perhaps dishonest.

Include Pathos or Emotional Proofs

Contrast the following situations:

•   You’re listening to a speaker who seems credible and who supports her claim well.

However, you lack enough interest and motivation to be concerned about the issue.

•   You’re listening to a second speaker (same topic) who also seems credible and

supports her claim well. But this one links the subject to your core beliefs, values,

personal goals, and emotions. You find yourself caring about it and wanting to believe

and act as she proposes.

The second speaker understands that motivation is an internal, individualistic, or

subjective factor that results when listeners understand how topics affect their lives in

a personal way. It’s essential to persuasion. In other words, we look for emotional and

psychological reasons to support our decisions. And in the end, our subjective reasons

can be as influential as our logical ones. This demonstrates the power of emotions in

reasoning—the proof Aristotle called pathos.

Although you often respond subconsciously to emotional appeals, your conscious

thoughts may run something like this: “I feel sorry for the people who lost all their

possessions in the disaster; I’m going to donate,” or “Going to the career center like the

speaker suggests will help me get a better job,” or “I’ve experienced frustration just like

the speaker. I can relate!” Pathos relies on appeals to emotions and to needs.

Appealing to Positive Emotions

According to Aristotle, emotions are all the feelings people have that change them in

ways that affect their judgment. Modern psychologists say we “approach” pleasurable

emotions such as love, peace, pride, approval, hope, generosity, courage, and loyalty. We

also feel good about our core beliefs and values, such as freedom and individualism.

Appealing to positive feelings and values can motivate listeners to accept and act on

your claims.

Narratives and examples are especially effective in highlighting emotional appeals.

In this speech excerpt, Remi gives several examples of strategies her university is

motivation internal,
individualized factor that
results when we understand
how topics affect our lives in
a personal way

pathos appeals or reasons
directed toward audience
emotions

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