How to use rhetoric to get what you want - Camille A. Langston
How to use rhetoric to get what you want - Camille A. Langston
ชมบทเรียนเต็มได้ที่ : http://ed.ted.com/lessons/how-to-use-…
คุณจะได้ในสิ่งที่คุณต้องการโดยใช้เพียงลมปากได้อย่างไร อริสโตเติล เริ่มหาคำตอบต่อคำถามนี้ไว้นานกว่าสองพันปีมาแล้วในตำราว่าด้วยเรื่องวาทศิลป์
คามิลลี เอ แลงสตัน อธิบายถึงหลักพื้นฐานของวาทศิลป์แนวเสรี และแบ่งปันเคล็ดลับบางประการสำหรับดึงดูด เอธอส โลกอส และพาธอส ของผู้ฟัง ในการบรรยายโอกาสต่อไปของคุณ
บทเรียนโดย Camille A. Langston แอนิเมชันโดย TOGETHER
Content
7.072 -> How do you get what you want
using just your words?
11.132 -> Aristotle set out to answer exactly
that question over 2,000 years ago
15.653 -> with the Treatise on Rhetoric.
18.152 -> Rhetoric, according to Aristotle,
19.993 -> is the art of seeing the available
means of persuasion.
24.013 -> And today we apply it to
any form of communication.
27.143 -> Aristotle focused on oration, though,
29.582 -> and he described three types
of persuasive speech.
33.623 -> Forensic, or judicial, rhetoric
35.713 -> establishes facts
and judgements about the past,
38.753 -> similar to detectives at a crime scene.
41.314 -> Epideictic, or demonstrative, rhetoric
43.714 -> makes a proclamation
about the present situation,
46.134 -> as in wedding speeches.
48.384 -> But the way to accomplish change
is through deliberative rhetoric,
52.064 -> or symbouleutikon.
54.253 -> Rather than the past or the present,
56.164 -> deliberative rhetoric
focuses on the future.
59.164 -> It's the rhetoric of politicians
61.254 -> debating a new law by imagining
what effect it might have,
65.085 -> like when Ronald Regan warned
that the introduction of Medicare
68.106 -> would lead to a socialist future
spent telling our children
71.274 -> and our children's children what it once
was like in America when men were free.
76.135 -> But it's also the rhetoric of activists
urging change,
79.465 -> such as Martin Luther King Jr's dream
81.995 -> that his children will one day live
in a nation
84.195 -> where they will not be judged
by the color of their skin,
86.905 -> but by the content of their character.
89.255 -> In both cases, the speaker's present
their audience with a possible future
93.117 -> and try to enlist their help
in avoiding or achieving it.
97.064 -> But what makes
for good deliberative rhetoric,
99.435 -> besides the future tense?
101.465 -> According to Aristotle, there are three
persuasive appeals:
104.923 -> ethos,
106.066 -> logos,
107.025 -> and pathos.
108.477 -> Ethos is how you convince an audience
of your credibility.
112.145 -> Winston Churchill began his 1941 address
to the U.S. Congress by declaring,
116.856 -> "I have been in full harmony all my life
with the tides which have flowed
121.244 -> on both sides of the Atlantic
against privilege and monopoly,"
125.615 -> thus highlighting his virtue
as someone committed to democracy.
129.776 -> Much earlier, in his defense
of the poet Archias,
132.686 -> Roman consul Cicero appealed to
his own practical wisdom
136.367 -> and expertise as a politician:
138.657 -> "Drawn from my study
of the liberal sciences
141.538 -> and from that careful training
to which I admit
143.828 -> that at no part of my life I have ever
been disinclined."
147.407 -> And finally, you can demonstrate
disinterest,
150.736 -> or that you're not motivated
by personal gain.
153.866 -> Logos is the use of logic and reason.
157.247 -> This method can employ rhetorical devices
such as analogies,
161.138 -> examples,
162.177 -> and citations of research or statistics.
165.177 -> But it's not just facts and figures.
167.728 -> It's also the structure and content
of the speech itself.
171.148 -> The point is to use factual knowledge
to convince the audience,
174.907 -> as in Sojourner Truth's argument
for women's rights:
178.577 -> "I have as much muscle as any man
and can do as much work as any man.
182.597 -> I have plowed and reaped and husked
and chopped and mowed
186.788 -> and can any man do more than that?"
189.939 -> Unfortunately, speakers can also
manipulate people with false information
194.472 -> that the audience thinks is true,
196.939 -> such as the debunked but still widely
believed claim
199.589 -> that vaccines cause autism.
202.247 -> And finally, pathos appeals to emotion,
205.602 -> and in our age of mass media,
it's often the most effective mode.
209.639 -> Pathos is neither inherently good nor bad,
212.208 -> but it may be irrational
and unpredictable.
215.309 -> It can just as easily rally
people for peace
217.868 -> as incite them to war.
220.259 -> Most advertising,
221.703 -> from beauty products that promise
to relieve our physical insecurities
225.609 -> to cars that make us feel powerful,
227.919 -> relies on pathos.
230.419 -> Aristotle's rhetorical appeals
still remain powerful tools today,
234.728 -> but deciding which of them to use
236.799 -> is a matter of knowing
your audience and purpose,
239.372 -> as well as the right place and time.
241.629 -> And perhaps just as important is being
able to notice
244.369 -> when these same methods of persuasion
are being used on you.
Source: https://www.youtube.com/watch?v=3klMM9BkW5o