RhetoricHowPersuasiveAreYou.mp3
RhetoricHowPersuasiveAreYou.pdf
Neil
Hello. This is 6 Minute English from BBC Learning English. I’m Neil.
Sam
And I’m Sam.
Neil
‘Friends, Romans, countrymen, lend me your ears!’ Do you know where these
famous words are from, Sam?
Sam
I think that’s a speech by Marc Antony in William Shakespeare’s play, Julius
Caesar.
Neil
Wow, I’m impressed! Caesar has been assassinated and Marc Antony tries to
persuade the crowd to find his killers.
Sam
Using words to persuade people, giving them a good reason to do what you say,
or to accept your argument, is known as ‘rhetoric’. In this programme, we’ll be
hearing all about rhetoric and of course learning some related vocabulary as well.
Neil
The art of rhetoric started with the ancient Greek philosophers. Later, during the
Roman republic, politicians and statesmen used rhetoric in speeches given to
crowds in the public square.
Sam
Although technology has transformed the way we communicate since then, the
art of rhetoric is still alive today. Modern politicians may prefer Twitter to the
public square, but they still use persuasive language, including soundbites – short
sentences or phrases giving a message in an easy to remember way.
Neil
We’ll hear more soon but first I have a question for you, Sam. Roman politicians
used many rhetorical tricks to persuade people including the argumentum ad
hominum which was an attack on their opponent’s moral character. Another was
called the argumentum ad baculum – but what did it mean? Was it:
a) an argument based on logic?
b) an argument based on emotion? or
c) an argument based on the stick?
Sam
Well, to persuade someone your argument needs to be logical, so I’ll say a).
Neil
OK, we’ll find out the answer later. Whether you want someone to vote for you, or
to buy what you’re selling, rhetoric can make your message persuasive. During his
career in the adverting industry, Sam Tatum learned a lot about persuading
people. Here he explains the many uses of rhetoric to BBC World Service
programme, The Why Factor.
Sam Tatum
Rhetoric is persuasive language. We use it rally, to simplify the complex, to inspire
and influence. It’s important, I think, to identify what strategies might be
influencing us more than we think. By understanding the power of language in
shaping perceptions, we can start to see, ‘I’m wondering why people are looking
to be so concrete. Are we trying to pull the wool over our eyes on something that’s
more far complex than we actually state?’
Sam
As well as persuading people, Sam Tatum says rhetoric can be used to rally – to
bring people together in support of a common goal. A recent example of this is
the way politicians called the coronavirus our ‘enemy’.
Neil
The words politicians choose, and the way they use them, can influence us more
than we think. Sam Tatum says we should question whether political rhetoric is
trying to pull the wool over our eyes, an informal way of saying trick or deceive
us.
Sam
But in the age of 24-hour news updates and non-stop Twitter, has the skill of
making a thoughtful argument been lost? Here’s Kendal Phillips, professor of
political philosophy at Syracuse University, speaking to BBC World Service’s, The
Why Factor.
Prof Kendal Phillips
It’s hard to analyse the argument or reasoning of a tweet, ‘cos 280 characters is
not a way for me to lay out a logical argument with a major premise, a minor
premise and a conclusion, it’s much easier to just use a two-word phrase or a
hashtag that usually ends up adding to that kind of polemical division between my
side and their side.
Neil
Global problems involve complex issues which cannot be solved in 280 letters, the
maximum length of a tweet allowed by Twitter. According to Professor Kendal, we
need logical arguments containing a premise – something which you think is true
and you use as the basis for developing your idea, and a conclusion – your decision
or plan of action based on carefully considering all the relevant facts.
Sam
For example: climate change is damaging the planet – that’s a premise; therefore,
we should act to stop it – that’s a conclusion.
Neil
Few issues are simply black and white though, and this is a problem because
Twitter debates are often polemical – argued very strongly either for or against a
particular opinion or idea.
Sam
If you believe passionately in something, you need to explain it to people in a way
they understand, and in ancient times rhetoric also meant building bridges
between people and finding common ground. Like those Romans you mentioned,
Neil.
Neil
Yes, in my question I asked Sam for the meaning of term, argumentum ad
baculum.
Sam
I guessed it was an argument based on logic.
Neil
Which was the wrong answer, I’m afraid. In fact, argumentum ad baculum means
the argument with a stick, or in other words, hitting somebody with a stick until
they agree with you! I guess that’s one way to win an argument. OK, let’s recap the
vocabulary from the programme, starting with a soundbite – a short sentence or
phrase designed to stick in the memory.
Sam
When people rally together, they unite to support a common goal.
Neil
To pull the wool over someone’s eyes means to trick someone.
Sam
Logical arguments contain a premise – a truth used as the basis for developing an
argument, and a conclusion – a decision based on carefully considering all the
relevant facts.
Neil
And finally, polemical means strongly attacking or defending an opinion or idea.
But there’s no arguing the fact that once again our six minutes are up! Goodbye
for now!
Sam
Bye!
VOCABULARY
soundbite
short and memorable phrase used by politicians
rally
unite to support a common goal
pull the wool over someone’s eyes
(informal) trick or deceive someone
premise
idea you believe to be true and use as the basis for developing an argument
conclusion
decision or plan of action after thinking about something carefully and
considering all the relevant facts
polemical
arguing very strongly for or against a particular opinion or idea
