In his work “Rhetoric,” Aristotle (384-322 BC) identified a triad of pillars for persuasion and effective speaking. His three pillars (ethos, pathos and logos) refer to the three key elements in communication, namely, the speaker’s fame and credibility, the strength of his arguments, and their emotional impact.
Hundreds of books have been written on the subject of how to communicate effectively, but most of them rehash Aristotle’s teachings on rhetoric without adding value.
Although it only takes a few of hours to familiarize oneself with Aristotelian rhetoric, it is tricky to put it into practice. It is a fact that most people aren’t effective public speakers and that, by attending a communication course, they will barely improve their skills. Why are rhetoric and persuasion so difficult?
Plato’s objections against rhetoric and persuasion
Plato (429-347 BC) pointed out one of the main reasons that render rhetoric and persuasion so difficult, namely, that people do not want be perceived as manipulative. They do not want to be seen as pushy marketeers that will tell lies for personal gain.
In his dialogue titled “Gorgias,” Plato presents a discussion between Socrates, the rhetoric teacher Gorgias, and his student Polus. In fact, Plato is himself speaking through Socrates.
Socrates remarks that rhetoric is often misused and attacks Gorgias (a teacher of rhetoric) for his willingness to teach how to manipulate other people for personal gain.
He accuses Gorgias of ignoring truth and virtue, and giving more importance to style than to substance. Socrates considers evil to employ persuasion for personal gain (financial, political or in court cases) and obliterate genuine knowledge.
Aristotle’s theory of rhetoric and persuasion compared to Gorgias’
Socrates believed that rhetoric should be used only to foster justice and virtue. Thus, he admonished Gorgias for his moral indifference. Socrates found appalling that Gorgias, as long as he got paid, was willing to take anyone as student.
When people state that they feel uncomfortable speaking in public, they may be experiencing the same ethical reservations that Plato had presented in his dialogue.
What Plato and Socrates had called manipulation, modern psychologists may call aggressive salesmanship. The point is that some people regard all persuasion techniques as evil, and refuse to use them. No wonder that learning about Aristotelian rhetoric does not do them any good.
Plato and Socrates were wrong because they hadn’t grasped the concept of individual freedom. Their demand that Gorgias should teach persuasion only for virtuous purposes was absurd.
Why Aristotle’s theory of rhetoric and persuasion is correct
It does not make sense to demand from a schoolteacher that he should teach to read only students that have committed to reading only good books. Or demand from a cooking instructor that he should teach to cook only students that have committed to cook only healthy meals.
People should be free to earn a living in the business area or profession of their choice. If Gorgias wanted to teach effective public speaking, he should be free to choose his students.
What a lunacy to demand from teachers, doctors, lawyers or architects to have only good students, heal only good patients, defend only good clients and design only good buildings. Even if you could define “good” in each case, nobody can enforce a rule based on future behaviour.
Aristotle’s theory of rhetoric and persuasion versus the noble lie
Plato vehemently opposed the use of rhetoric for flattery or self-serving praise, but this is not what Aristotle was teaching. The principles of ethos, pathos and logos apply to all forms of human communication. It is illogical to equate persuasion with deceitful manipulation.
Learning rhetoric and public speaking requires first to let go of all prejudice against salesmanship. It is perfectly legitimate to tell people of the advantages of your products, services and skills. If you fail to advocate for your interests, you might end up short-changed.
In his work “The Republic,” Plato pointed out that rhetoric techniques may prompt people to rationalize deceit. It’s easy to convince oneself, said Plato, of the need to tell a “noble lie” in the service of some higher purpose.
Once again, Plato was wrong. Effective communication isn’t based on lies and misrepresentations. Effective advertising isn’t based on cheating the consumers. A businessman that resorts to deceitful practices will not be around for long.
Consistency in Aristotle’s theory of rhetoric and persuasion
When Aristotle talked about the logos in rhetoric, he placed the emphasis on consistency. Effective communication must be consistent with facts and logic. It must be aligned with reality and experience.
Rhetoric and persuasion aim at presenting ideas attractively, not at cheating the public. Lawyers are expected to present the best possible arguments to defend their clients, but they are not allowed to fabricate or destroy evidence.
The best way to achieve proficiency in communication is to learn from historical examples. Good speakers have been using Aristotelian rhetoric for twenty-five centuries. You just need to study their speeches to learn everything you need about ethos, pathos, and logos.
If you are interested in employing Aristotelian principles for problem solving, I recommend you my book “Rational living, rational working.”
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