E100.250W12PersuasionProposals

E100.250W12PersuasionProposals - Technical Communication...

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1 Technical Communication Persuasion and Argumentation Proposals Engineering 100.250, Winter 2012 Erik Hildinger www.tk421.net/ gallery/picture Persuasion What is it? How does it differ from argumentation? How do you achieve it? Persuasion Be aware that the techniques of persuasion can be dangerous in unethical hands. Ethical point Aristotle said it was necessary to be aware of the misuse of rhetoric, not to misuse it oneself, but to be on guard against it. What is persuasion? Crudely, convincing someone to give you what you want. What might those things be? Things engineers might ask for Actions Permission Money Belief Any others?
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2 What do you first consider in deciding how to persuade? You consider audience. I always talk a lot about audience. Understanding your audience will help you with Organization Level Tone Appeal What things are useful to know about your audience? How much they know about the issue. What predispositions they may have on it. What their opinion is on the matter. What kind of personality they have. What else? Should we consider their emotional state? Three recognized appeals To Reason To Emotion To Ethics They are used in different situations.
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3 The appeal to reason is simply an appeal to rational argument. The appeal to reason is simply an appeal to rational argument. It supposes, of course, that your audience is rational. The appeal to emotion tries to whip up feelings in favor of something, but without much rationality. The ethical appeal involves moral arguments. So, there are three different appeals. Where do you see them? In engineering, two appeals predominate Appeal to reason Appeal to ethics
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4 Three recognized appeals To reason To emotion To ethics They are used in different situations. Persuasion in action The vacuum cleaner salesman The salesman’s three goals Establishing goodwill (or trust) Showing a problem Suggesting a solution Argumentation Recall that it’s not the same as persuasion It is the term used to describe the reasoned setting out of a position. Therefore, what appeals should be used? The basis of an argument Claim Support Different ways to look at arguments Classical Approach – Deductive argument – Inductive argument Toulmin Model – a more modern approach
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5 The Toulmin model: a new way of looking at arguments Toulmin Model: The Toulmin approach sees an argument as a progression from accepted facts or evidence (data) to a conclusion (claim) by way of a statement (warrant), which establishes a reasonable relationship between them. Adapted from Hodges, John, et al. (1990).
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This note was uploaded on 02/14/2012 for the course ENGR 100-250 taught by Professor Peterchen during the Winter '12 term at University of Michigan.

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E100.250W12PersuasionProposals - Technical Communication...

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