Page 244 - DMGT519_Conflict Management and Negotiation Skills

Conflict Management and Negotiation Skills

Notes 11.7.2 Pathos

Pathos is the quality of a persuasive presentation which appeals to the emotions of the audience.
1. Do your words evoke feelings of … love? … sympathy? … fear?
2. Do your visuals evoke feelings of compassion? … envy?

3. Does your characterization of the competition evoke feelings of hate? contempt?
Emotional connection can be created in many ways by a speaker, perhaps most notably by stories.
The goal of a story, anecdote, analogy, simile, and metaphor is often to link an aspect of our
primary message with a triggered emotional response from the audience.
We will study pathos in greater detail, and look at how to build pathos by tapping into different
audience emotions.

!
Caution The power of persuasion can open doors for you and make the path to success
much smoother. After reading this article, you will have an array of persuasive techniques
at your disposal.

11.7.3 Logos

Logos is synonymous with a logical argument.

1. Does your message make sense?
2. Is your message based on facts, statistics, and evidence?
3. Will your call-to-action lead to the desired outcome that you promise?
We will see why logos is critical to your success, and examine ways to construct a logical,
reasoned argument.
Which is most important? Ethos? Pathos? or Logos?
Suppose two speakers give speeches about a new corporate restructuring strategy.
1. The first speaker — a grade nine student — gives a flawless speech pitching strategy A
which is both logically sound and stirs emotions.
2. The second speaker — a Fortune 500 CEO — gives a boring speech pitching strategy B.
Which speech is more persuasive? Is the CEO’s speech more persuasive, simply because she has
much more credibility (ethos)?
Some suggest that pathos is the most critical of the three. In You’ve Got to Be Believed to Be Heard,
Bert Decker says that people buy on emotion (pathos) and justify with fact (logos). True? You
decide.

Aristotle believed that logos should be the most important of the three persuasive appeals. As a
philosopher and a master of logical reasoning, he believed that logos should be the only required
persuasive appeal. That is, if you demonstrated logos, you should not need either ethos or pathos.

238 LOVELY PROFESSIONAL UNIVERSITY