Proper understanding requires distinctions between:

1
Proper understanding requires distinctions
between

• Proof
• Truth
• Evidence
• opinion
• Fact

• Whatever convinces (subjective)
• The way things are, objectivelyregardless of
  anyones opinion
• Nonartistic materials
• Claims one believes
• Opinions based on empirical data.

2
PROOF

• Anything that leads to assent

That gets the audience to say YES to an
assertion.
3
PROOF (PISTEIS)
artistic
nonartistic
speaker created
evidence
stuff standing about
roadmap notes
Propositions the audience establishes are
relatively free of speaker bias
If the speaker did not exist, neither would the
artistic materials.
4
PROOF (PISTEIS)
proof
ethos
pathos
logos
Personal Proof
Emotional proof Sentiment
Intellectual proof (argument) (logic evidence)
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ETHOS
(ETHICAL PROOF PERSONAL PROOF CREDIBILITY)
audience assessment of the speaker
Classical formulation
character (virtue)
benevolence (good will)
sagacity (wisdom)
trust-worthiness
expertise
dynamism
Modern formulation
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ETHICAL ETIOLOGY
UNCONTROLLABLE FACTORS
1. PUBLICITY, 2. REPUTATION, 3. DEMOGRAPHY
CONTROLLABLE FACTORS (VERBAL)

• DOWNGRADING SELF OR SUBJECT
• USE OF AUTHORITY SOURCES
• 2. ESTABLISHMENT OF OWN AUTHORITY

CONTROLLABLE FACTORS (NONVERBAL)

• APPEARANCE
• Dress
• Grooming
• Posture
• Expression.

• VOICE
• Modulation
• Breathing
• Fluency
• Diction

• DELIVERY
• Animation
• Enthusiasm
• Friendliness
• Conversationality

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PATHOS
Emotional proof
Sentiment
Includes all those materials and devices
calculated to put the audience in a frame of mind
suitable for the reception of the speaker's ideas
8
Human action involves choice
To say, I choose A, is to say
I believe,
all things considered
that A
(the option I elect)
is better than B
(all the options I reject.)
But better than is a form of good, and good
is the fundamental value term.
Therefore
All human choice, hence, all human action is
value laden. It involves sentiment.
9
Pathos

• Proper sentiment
• Must not be confused with
• Bathos
• Sentimentality
• Loose laughter and unnecessary tears

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LOGOS
appeal to reason
Argument
Form (logic)

Material (evidence)
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SYLLOGISM (ARGUMENT)
Major premise
if
All men are mortal.
Middle term
and
Major term
if
Socrates is a man.
Minor premise
then
Minor term
Socrates is mortal.
Conclusion
Valid form, true material Sound argument
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SYLLOGISM (ARGUMENT)
Major premise
if
All A is B
and
if
C is an A
Minor premise
then
C is B
Conclusion
VALID FORM
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SYLLOGISM (ARGUMENT)
Major premise
if
All pigs are green
and
if
Rosie is a pig
Minor premise
then
Rosie is green
Conclusion
Valid form untrue material
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GARBAGE IN

• GARBAGE OUT

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Enthymeme

• Syllogism with some part omitted

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Example (paradeigma)

• Make abstract ideas concrete
• They assist documented evidence
• They do not substitute for it

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Types of examples

• historical instances
• Past
• Current
• Hypothetical cases
• Strictly illustrative

18
Probity

• Audience must find the example
• Clearly relevant to point
• Representative of the matter under discussion
• Appropriate for the desired conclusion
• Vivid
• Timely

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evidence

• Non-artistic proof
• Documentable stuff found lying about in books,
  magazines, etc.
• The parts of the speech that would exist even if
  the speaker did not.

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Advantages of evidence

• Establish the speakers credibility

• Show respect for source

• Show respect for audience

• Borrow the credibility of the source

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Problems with evidence

• Consumes time
• Complicates message
• Fatigues audience

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Full argument organization
point
citation
support
evidence
apply to point
transition
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When using evidence
1.   Give citation (as briefly as
possible.)
2.   Read evidence.

• 3. Apply to point.

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Evidence types
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Testimony
Claims by someone besides the speaker.
When using

1. Quote experts and qualify them.
2. Avoid purely conclusionary material.
3. Dont use too much (about 1/10 total time)
4. Keep reading as brief as possible.
5. Apply the evidence to the point.

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Statistics
Compilation of numerical facts based on the
relative number of occurrences
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Statistics

1. Generally, the most effective form of evidence.
2. Probably, the most abused form of evidence.

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When using statistics

• 1. Give source 
•  2. Round off if possible 
• 3. Relate to audience's experience

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Typically, statisticians do not lie,

• But
• They may get you to lie to yourself.

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visual

• Tricks
• And
• Distortions

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5
North is 5 times as great as East
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North is 2 times as great as East
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Graphic Assumptions

• 1. The graph occupies the top right quadrant of
  a graphing axis.

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Graphic Assumptions

1. The graph occupies the top right quadrant of a
   graphing axis.
2. The units on the vertical axis are the same as
   the units on the horizontal axis

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A
B
AB
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Cost of Living
Years
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Statistics are particularly vulnerable to the
fallacy of
Post hoc
Ergo, propter hoc or, the
Invisible cat in the chair.
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Oilcania employment
Bigfootians Employment rate increase
from 1999  to  2000   increase  
1 Smallfootians Employment rate increase
from 1999  to  2000   increase   5
(population) 45,000,000 (employment rate)
90 (1999) (1999 jobs) 40,500,000    (new
jobs) 450,000    (population) 414,000 (employmen
t rate) 50 (1999)   (1999 jobs)
207,000  (new jobs) 20,700
27 times as great
500 difference
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Statistics demonstrate correlations

• They cannot demonstrate causation
• They show the significance of causative effects
  established in other ways.

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Valid statistical inferences require

• Consistent theory application
• Random data gathering
• Ceteris paribus conditions
• The proper level of data
• nominal
• ordinal
• ratio
• Etc.

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GARBAGE IN

• GARBAGE OUT