02861nam a22004451i 4500 000707558 CaToSAGE 20240202172917.0 20200121181116.8 m|||||o||d|||||||| cr ||||||||||| 200121s2020 enk fob 000 0|eng|d NEZPRACOVANÝ IMPORT 9781529728644 (ebook) : No price (OCoLC)1141321686 CaToSAGE eng CaToSAGE rda pn UtOrBLW HD30.3 .M67 2020 658.45 Morrell, Kevin, author. Applying Aristotle's three ancient rhetorical appeals to modern business communication / Kevin Morrell. London : SAGE Publications: SAGE Business Cases Originals, 2020. 1 online resource. text txt rdacontent computer c rdamedia online resource cr rdacarrier SAGE Business Cases Includes bibliographical references and index. Though the term rhetoric is often used nowadays in a negative sense, the word and concept have origins in antiquity. In ancient philosophy, rhetoric is a neutral term used to describe the science and art of persuasion. The case introduces a simple, three-part structure for understanding rhetoric. The ancient philosopher Aristotle describes three kinds of rhetorical appeal speakers can make to their audiences: the appeal to the speaker's character which he calls ethos; the appeal to reason which he calls logos; and the appeal to the emotions of the audience which he calls pathos. The most effective speeches often combine these appeals. Even though Aristotle was discussing rhetoric in ancient Greece, these three appeals are still used today. To show this in action, the case includes two extracts: one is taken from a famous political document and the second is from a legendary speech by Steve Jobs. If we are a watchful audience and can be aware of these appeals it can be easier to hold speakers to account for what they say and not just how they say it. This can be beneficial when we are employees and have to evaluate the claims made by our senior managers. It can help us as consumers who want to weigh up the claims of advertisers. It can also help if we are citizens listening to politicians who want our vote. Description based on XML content. elektronické knihy fd186907 czenas electronic books eczenas Communication in organizations. Management Communication systems. SAGE Business Cases. SAGE Knowledge https://sk.sagepub.com/cases/aristotle-three-ancient-rhetorical-appeals-modern-business-comm Plný text SBC EB NEPOSILAT EB