this chapter speaks on and what it expects to happen.
Storytelling: A well-told narrative gives the audience a virtual expe- rience—especially if it calls on their own past experiences, and if you tell it in the first person.
Volume control: You can often portray an emotion most effectively by underplaying it, in an apparent struggle to contain yourself. Even screaming demagogues like Hitler almost invariably began a speech quietly and then turned up the volume.
Simple speech: Don’t use fancy language when you get emotional. Ornate speech belongs to ethos and logos; plain speaking is more pathetic.
Anger often arises from a sense of belittlement. You can direct an audience’s fury at someone by portraying his lack of concern over their problems.
Patriotism attaches a choice or action to the audience’s sense of group identity. You can stir it by comparing the audience with a successful rival.
Emulation responds emotionally to a role model. The greater your ethos, the more the audience will imitate you.
Unannounced emotion lets you sneak up on your audience’s mood. Don’t tip them off in advance. They’ll resist the emotion.
Storytelling: A well-told narrative gives the audience a virtual expe- rience—especially if it calls on their own past experiences, and if you tell it in the first person.
Volume control: You can often portray an emotion most effectively by underplaying it, in an apparent struggle to contain yourself. Even screaming demagogues like Hitler almost invariably began a speech quietly and then turned up the volume.
Simple speech: Don’t use fancy language when you get emotional. Ornate speech belongs to ethos and logos; plain speaking is more pathetic.
Anger often arises from a sense of belittlement. You can direct an audience’s fury at someone by portraying his lack of concern over their problems.
Patriotism attaches a choice or action to the audience’s sense of group identity. You can stir it by comparing the audience with a successful rival.
Emulation responds emotionally to a role model. The greater your ethos, the more the audience will imitate you.
Unannounced emotion lets you sneak up on your audience’s mood. Don’t tip them off in advance. They’ll resist the emotion.