As in any type of rhetoric, artistic elements are extremely important to the e-rhetoric of businesses, specifically in the beginning phases of planning and pitching the idea for a new business. Aristotle focuses on the three species, ethos, pathos, and logos.
According to Artistotle, the ethos of speech is observed in the character of the speaker and how the audience perceives the speaker. In the case of business rhetoric, ethos is important for developing a credible reputation. The ethos of a business is not represented in the electronic tool being used to represent the business, but for example in the person giving the presentation. “Although it may illustrate your credentials, this is not what they’re buying. They’re buying you” (Peimer). The reputation of a business is found directly in the reputation of the person representing the company. The speaker is the most important component in establishing the ethos of a new business. Whether the speaker is voiced in an e-mail, presentation, pitch, blog, etc., their ethos, or the way they present themselves, will greatly impact the way the business is being represented and viewed. Aristotle explains that people will be more easily persuaded if they believe the speaker is a fair-minded person. The same basic principle applies to business rhetoric; consumers are looking for “good local people” to head the businesses they will be working with (Peimer).
Logos is simply defined as the logic of the argument being made. For example, in a business pitch or presentation it is necessary that you have a convincing and solid argument to pitch a new business. Whether a website, video, or PowerPoint is being used to present your business, it is important to “not to illustrate every single point, but to provide just enough data for your audience to connect the dots” (Peimer). If someone is simply reading word for word off of their presentation, it provides a less convincing argument because it appears they do not actually know what they are talking about. It is more effective to put minimal information in the presentation and to be able to talk about each point in detail.
The audience of the presentation should be led to feel a specific pathos, or emotion. In the example of pitching a new business, the audience should leave the presentation wanting to embark on the business. “Passion is contagious. If you sincerely believe in what you’re saying, not blindly so, but based on prudent logos from an established ethos, then those around you will be inspired also” (Peimer). Whether the speaker is giving a pitch, presentation, writing an e-mail or blog, an emotion will be evoked by the audience; they will either leave feeling confident in the idea of a new business or discouraged. The key is to make them feel excited and confident in the pitch for a new business.
Sources:
- Peimer, Sid. “Pitching for New Business: Aristotle’s Law of Rhetoric.” Articlesbase. 22 Feb. 2010. Web. 3 Mar. 2010. <http://http://www.articlesbase.com/strategic-planning-articles/pitching-for-new-business-aristotles-laws-of-rhetoric-1890427.html>.
- Aristotle. On Rhetoric, Book 1, Chapters 1-3. Translated by George A. Kennedy.