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Lesson Learning Objectives

By the end of this lesson, you should be able to:

Explain the difference between "artistic" and "inartistic" information and the

order in which they should appear in a well-structured argument.
Define the three different approaches (ethos, pathos, and logos) used to

present persuasively artistic information.

Define "rhetoric" as the act of identifying and utilizing the means of persuasion
available in a given situation.

Explain how ethos, pathos, and logos are used in business situations.

Explain advantages and problems of ethos, pathos, and logos.

Introduction

Defining rhetoric as an art form is not of primary interest to many philosophers

today. Nonetheless, it is of principle concern to the topics we will address in this

module and fundamental to understanding successful communication.
Consequently, we will utilize antiquity's dialogues and essays on rhetoric to obtain a

common language that we will then use to discuss many important communication

topics with which the student may already be familiar, such as persuasion, tone, style,
and business etiquette.

Rhetoric involves effectively relaying deductions from data in the best way possible; it
refers to identifying the means of persuasion open to you in a given situation and

utilizing those means. Specifically, well-composed rhetoric successfully delivers
artistic conclusions pulled from inartistic data.

This lesson will introduce the student to the uses of and relationship between artistic
and inartistic information. In addition, it will outline the different approaches to

effective artistic expression while defining ethos, pathos, and logos—three classically

defined approaches to persuasion.

TX Marketing II: Negotiation Techniques 9