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Lesson Learning Objectives

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

Utilize logic, emotion, and the appearance of ethical character as persuasive

tools.
Apply logic to get more clarity in communication.

Outline arguments to be used in negotiating with logic.

Establish sentence structure in communication using logic.
Explain the differences between an active and passive voice.

Identify the common persuasive tools that other people may attempt to utilize.

Introduction

Logos refers to presenting logic to persuade, or appealing to an audience by focusing

on the logical progression of your thoughts. In general, logos is the preferable means

of persuasion whenever it is available, and the primary means of persuasion utilized
in academia and the business world.

In this lesson, we will examine why logos is the preferable means of persuasion and
how you can logically structure your ideas so that you can take full advantage of an

argument's persuasive logic. Initially, we will define logic and offer practical ways that

you can check your ideas for logical connections.
We will then examine ways to ensure that people can easily follow your arguments—

mainly, we will see how concise language and taut grammatical structures can make

your ideas even more appealing.

Upon completion of the lesson, the student should have a good idea of how to

logically structure an idea; how to "sell" the logic of a position; and how clarity and
thoughtful sentence structure improve the logical appeal of an argument.

TX Marketing II: Negotiation Techniques 107