Chapter 23:

This chapter discussed the principles of persuasive speaking, which aims to sway the audience one way or another. The classical persuasive methods of ethos, pathos, and logos are also discussed in depth, which are three different approaches to persuasion. Logos is centered around the appeal to logic and reasoning, presenting a rational case built on facts. Pathos is a persuasive appeal to the emotional side of the audience, such as compassion, anger, or love. Ethos is an appeal to the ethical credibility of yourself, in order to establish your authority as a speaker on the subject. It also discusses the modern approach of needs and motivations, in looking at what needs in Maslow’s Hierarchy would motivate the audience to act. By looking at what might motivate the audience, the speaker can give the most effective speech to get their point across, using a blend of the classical methods as well.

Chapter 24:

This chapter is about the format and structure of the persuasive speech, in order to make it the most effective. The book lists the core elements of an argument as a claim, the evidence, and the warrant. The claim is the thesis- it states the intent and purpose of the speech. The evidence is present to back up the claim and support the argument with facts for the audience. The warrant of the speech is the justification and reasoning for why the evidence supports the claim. A good speech also addresses the counterarguments. It will acknowledge that the arguments exist, and you are then able to address why those counterarguments shouldn’t dissuade the audience from your points. It also warns from fallacies and creating arguments that are unsubstantiated and do not hold up when argued against or tested.