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Lesson Learning Objectives

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

Present himself or herself as a respectable professional whom people will

trust.
Effectively utilize form, diction, and tone in molding a professional image.

Incorporate effective techniques into a business etiquette that is appropriate

and effective.
Demonstrate sensitivity to cultural differences when communicating.

Apply more professional approach to achieve better results when negotiating.

Introduction

The first lesson of this course introduced you to the basics of rhetoric and

composition. It pointed out that successful prose moves from premise to conclusion
and then stated that premises are inartistic and conclusions are artistic in that

premises are "found" whereas conclusions are "invented." Because inartistic
information is found, we decided that it is rigid in form, and thus persuasion only

comes into play when presenting artistic information. We identified three

approaches to presenting artistic information: ethos, pathos, and logos.

Ethos, we said, refers to utilizing authority and moral character to persuade, or

appealing to an audience by focusing on a speaker or writer's assumed moral or
ethical character; logos, we concluded, refers to presenting logic to persuade, or

appealing to an audience by focusing on the logical progression of a communicator's

thoughts; and we decided that pathos refers to engaging emotions to persuade, or
appealing to an audience by pushing their "emotional buttons." The ability to see the

best means of persuasion available in a particular situation and effectively utilizing

those means is referred to as rhetoric.

Properly connecting appropriate inartistic information with persuasive artistic

information is the foundation of effective communication. Consequently, Lesson 2

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