ETHOS or ‘Character,’ which relates to the communicator’s character, credibility and sincerity. Aristotle believed that a speaker, in order to be perceived as credible, should build a sense of trust between themselves and their listeners by matching their words to their actions.
PATHOS or ‘Emotion,’ which relates to the emotional appeal a speaker exerts over his audience. As stated by Aristotle him- self, “Persuasion may come through the hearers when the speech stirs their emo- tions”. Research suggests that storytelling is one of the most powerful means to emo- tionally connect with an audience and trig- ger movement of thought and emotions.
LOGOS or ‘Logic’ relates to the actual choice of words the speaker will use for persuading their audience. Choosing and arranging words carefully, but also using data, facts and evidence in a logical way is crucial for building a strong rational argu- ment and bringing people along to our way of thinking.
Finally, DELIVERY relates to the speaker’s ability to master verbal and non-verbal communication styles (posture, physical poise and control, gestures and tone of voice) to ensure the most compelling and persuasive speech delivery.
www.focus-info.org
“As expats living and working in the UK, familiarising ourselves with the art of persuasive communication can become a major asset for a deeper understanding of British social and working habits.”
Valerie Gabail is a voice, accent and Te best persuasive messages strive to
blend a balanced mix of all these compo- nents to achieve the goal of moving people over to a new point of view. Aristotle strongly believed that these tools can be learned and the most inspiring speakers and communicators of our times seem to prove that the Ancient Greek magic for- mula is as potent today as it ever was.
communication skills specialist living and working in London. She holds a Master of Fine Arts in voice and speech peda- gogy from the Royal Central School of Speech and Drama. Valerie works with business professionals at the London
School of English and at City Academy for Business. She also hosts monthly
workshops on public speaking and com- munication skills at her private studio in Belsize Park. For further information go to:
www.valeriegabail.com
FOCUS The Magazine 29
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