Reason: the Resources of Argument

  • Robert Cockcroft
  • Susan M. Cockcroft


We have now come to the third structural principle of persuasion, logos; as always, we must emphasise its integral relationship with ethos and pathos in the persuasive interaction. It is still important to remember that our tripartite division of the sources of persuasion should be seen not as a linear sequence, but as a simultaneous process. Our earlier ‘freeze frame’ analogy is worth recalling here; the speaker, caught momentarily as an attitude is being conveyed, may simultaneously be projecting an emotion, and/or framing an argument. The persuader’s personality or stance, together with his or her emotional engagement with the audience, determine the choice of persuasive arguments. This choice (as the persuasive interaction develops), also works in reverse, as argument in its turn will modify emotional orientation and stance.


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Copyright information

© Robert Cockcroft and Susan M. Cockcroft 1992

Authors and Affiliations

  • Robert Cockcroft
    • 1
  • Susan M. Cockcroft
    • 2
  1. 1.University of NottinghamUK
  2. 2.Derby Tertiary CollegeMackworthUK

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