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To convince the other company members that her idea will work, she walks them
through her line of thought so that they can understand how she arrived at her idea.
After walking the audience through her steps, she points out that logically her idea
should work.
Trying to make the audience associate pleasure with her solution or trying to induce
feelings of sorrow or guilt in them would probably prove fruitless—not to mention,
it might just seem weird. In addition, her ethical character will only persuade a
collection of fellow well-respected professionals to a certain degree. Probably the
best way for Company Associate X to convince the other company members that her
idea will work is to walk the other people through the same logical deduction that
she used to develop the idea. She can then use this logical progression of thought as
the means of persuading them. She can appeal to the audience by noting that her
idea is "the logical solution."
The Validity of Logos
Logos can be a very powerful approach to persuasion. If your ideas are indeed
logical and you can clearly convey them to an audience, then people will often
acquiesce. Consequently, logos nicely complement both ethos and pathos. For
example:
It helps you establish yourself as an authoritative, trustworthy communicator.
Rather than just appealing to your audience through an assumed ethical
character (ethos), logos allows you to truly come across as trustworthy
because the validity of your connections serves as your evidence; this leaves
little to be assumed except the validity of your premises.
It grounds the emotional implications of pathos. For example, if engaging
people's emotions too much can seem suspicious, then balance your delivery
by engaging people's intellect and allow reason to confirm your respectability.
It encourages the kind of complex critical thought that more difficult academic
and professional exchanges, such as negotiations, require. Rather than
TX Marketing II: Negotiation Techniques 20
