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This means that any time we want someone to believe us, when we want someone

to see things from our point of view or anytime we want someone to agree to our
plan or course of action, rhetoric—our ability to reach that other party—will play a

huge role in whether or not the other party decides to agree.

The importance of rhetoric in effective communication cannot be overstated.

Consequently, the remainder of this module will focus on how to use inartistic

information and how to effectively and appropriately deliver artistic information—or
the basics of rhetoric. First, we will examine in detail how to use inartistic information

in your professional dealings. This will include how to deliver multimedia

presentations, as well as how to judge the relevancy of statistical information.
Second, we will examine each of the different approaches to persuasion (ethos,

pathos, and logos) and pinpoint their best uses in most professional situations. This

will help develop your rhetoric skills and, consequently, your ability to negotiate.

Lesson Summary

This lesson introduced the student to the main topics that we will discuss in this

module while defining the terminology that he or she will need to complete latter
lessons. In addition, it commented on the role of rhetoric in effective communication

and how to approach rhetoric structurally.

Initially, this lesson defined the terms artistic information and inartistic information.

Inartistic information is any materials that are found in the outside world, which

includes data, research, documents and testimony. Artistic information is any
invented, concluded or deduced information. Usually artistic information is a result

of interpreting inartistic information. We did not discuss the effects of "truth" on the

definitions of artistic and inartistic information.

TX Marketing II: Negotiation Techniques 23