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illustrated how to differentiate appropriate inartistic information from inappropriate

inartistic information, as well as how to present your inartistic information in an
effective and engaging way. Having established the meaning of artistic information,

the approaches to persuading people to believe artistic information and the role of

inartistic information, this module will now focus exclusively on business rhetoric, or
persuasion in the business world and in real estate transactions. This lesson will

address ethos, Lesson 4 will address pathos and Lesson 5 will address logos.

If you are talking with someone whom you know respects your person and opinion

and you draw on that in your correspondence, then you are using ethos. It's no

wonder that people prefer to listen to and subsequently believe individuals that they
view as professional equals. It is reasonable to be affected by a person's credentials,

background, and perceived ethical character. When used sparingly and in

conjunction with other means of persuasion, ethos is effective and appropriate. To
use ethos, however, you must have a professional, ethical image. Obtaining that

image can be easy.

Different environments carry different expectations. In a given setting there is a

proper way for you to act, there is an appropriate language that you should use, and

there are sensitivity issues of which you should be aware. This lesson will address
each one of these in relation to the business world to help you develop a professional

image. Upon completion of this lesson you will know how to present yourself in a
way that will keep ethos as a means of persuasion open to you in all your professional

interactions.

Professional Form, Diction and Tone

Utilizing effective diction, following the correct format, and developing an
appropriate tone can help you establish an image that you can later use to persuade

people. Most sessions and correspondence will have a format that they should

follow. This is true of negotiation sessions, informal "brainstorming" sessions,

TX Marketing II: Negotiation Techniques 61