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Logos in the Business World

Understanding how to "market" the logic of your position is important if you are
going to establish the "meeting of minds" necessary for mutually beneficial real

estate agreements. Being able to think logically and then being able to "sell" the logic

of your position will help you direct negotiation sessions, while allowing you to
manage problematic emotions. We will discuss the importance of taut language,

logical deduction, and effective transactions in detail in Lesson 5.

Rhetoric and Effective Communication

Artistic
Information

Means of Persuasion

Ethos: Pathos: Logos:
Utilizing Appealing to Focusing on
Character Emotion Logic

Now that we are familiar with the three approaches to persuasion (ethos, pathos,

and logos), we can move on to the relationship between them and the role of rhetoric

in effective communication. While these three approaches comprise our basic means
of persuasion, access to them and their relevancy varies with different individual

situations. How then do you know what approach(es) to use when and in what

capacity?

Rhetoric refers to the ability to identify the best means of persuasion in a particular

situation and then effectively utilizing those means. There is not much room for
persuasion when it comes to inartistic information. So the means of persuasion, as

previously noted, are utilized in the conveyance of artistic information, such as

opinions, deduction, and conclusions.

TX Marketing II: Negotiation Techniques 22