Using Aristotles Metaphor for persuading through images Melanie

Using Aristotle’s Metaphor for persuading through images Melanie Lee, Professor Stella Mills, Dr Matthew Cohen

Contents • • Introduction to Persuasion Theory Logos, Pathos, Ethos Metaphor The Images Preliminary Findings Conclusion References

Persuasion Theory • • As a theory rose to prominence in the early 1930 s Study into how to effect behaviour and attitude change Influenced by cultural paradigms, speech, sociological hierarchy, emotion Today , it is prevalent in its application in many things we see and do – Politics – Media – Advertising – Drama – Comedy – Art

Aristotle/Persuasion Theory • Not a new theory • Its origins are cited back to Aristotle’s Rhetoric • Persuasion Theory uses in its attack: Narrative Emotional appeal Credibility of the narrator • Aristotle used: Logos Pathos Ethos

Logos, Ethos, Pathos In Persuasion Theory • There are many approaches as to how to utilise Pathos. O’Keefe (2002) concentrates on the generation of guilt to gain a persuasive response • Others have looked at the negative emotional response to test its effectiveness in the Persuasion process (Nabi, 2002) • However emotional persuasion needs a logical narrative behind it and Logos offers that argument. The ethos or credibility of the message could be judged by its logical argument and likewise affect the pathos of the message • Each one is intrinsic to the other two

Logos Each word has versatility within its definition. Persuasion Theory Narrative Message/story Delivery through Speech, Metaphor, Simile, Imagery. Aristotle (from the Greek-English Lexicon 1957) Continuous Statement, narrative (whether fact or fiction), oration Fable ( Rhetoric 13938) Tale, story (Poetics 1336 a) Tragedy Thing spoken of, subjectcase, plot of a narrative or dramatic poem, = "muthos", in Art, subject of a painting, expression, utterance, speech regarded formally, of rhythmical language set to music, (Poetics) logois in orations, (Poetics) of various modes of expression, esp. artistic and literary, muthois kai logois (Plato, n. d. Laws)

Pathos Persuasion Theory Draws upon the experiences of the audience Aristotle What one has experienced, good or bad, experience, my experiences, (Poetics 1447 a) to drama Needs a positive Negative feelings generated by Tragedy emotional response Of the soul, emotion, passion such as enjoyment and to excite passion, (Rhetoric 1418 a) happiness for sensation (Poetics) acceptance (Thus, can persuasion theory include tragedy? )

Ethos Persuasion Theory Aristotle Credibility Ethos gives the argument credibility by nature of who or what is presenting it Connection to the audience Credibility of the message Character of the narrator Ethical impact of the message

Poetics • • Basis of Poetics contains a universal structure/truth Contains a sequence of linked events Relies upon Primacy of the plot , with an aim to evoke a reaction “Tragedy is not an imitation of persons, but of actions” (50 a 16 f) This also incorporates events, with an aim of raising fear and pity True tragedy can be gauged from the actions of others When someone close , family member, affects harm upon others When harm is knowingly rendered upon a close friend or relative it instigates a feeling of disgust (Ch 13)

Metaphor • Aristotle recognised the presence of metaphor contained within the written word • Does not distinguish between the use of metaphor and simile • Accredited for defining and adapting the use of metaphor to give new meaning within rhetoric • Used as a vehicle to giving life and meaning to a narrative through the actualisation of its content (Newman 2002) • Instigates the juxtaposition of form • Allows the audience to create their own imagery (Kirby 1997)

Poetics • • Aristotle suggested that imitation is natural for humans People get pleasure, whether good or bad, in viewing images of objects It is the understanding that gives the pleasure May be derived from understanding the use of colour, texture, execution, imagery

Visual Interpretation of Aristotle’s Entities 1 Logos The image itself is the metaphor for the story Built up in layers Explore juxtaposition of simple naive form Through harsh, violent strokes Pathos Using simple primary colours (pigment based) Red is used a metaphor for pain and blood Greens/purples signifies dark destruction Of soul Ethos is attained through the representation of the image

Visual Interpretation of Aristotle’s Entities 2 Logos Primacy of plot, portrayed through metaphor of imagery Pathos Evoke a reaction of pity, disgust, fear within the audience Ethos Credibility of the narrator

Audience Evaluation Full ethical approval obtained at Staffordshire University Narrative is in the public domain Pictures exhibited over four days 80+ members of the public viewed the pictures Images shown were just two examples of 47 images Public viewed images as they wished Were asked to participate in one to one semi-structured interviews • Pastoral support was available throughout the viewings • •

Preliminary Findings • Still analysing the data • People who worked within the art industry and within mental health appeared to have a greater understanding of the Logos and Pathos • People who had experienced child abuse and trauma also related to and were affected by the imagery (this information was readily given by people and not requested) • 80% of older people, who presented in the 65+ age group did not engage well with the exhibition. Many wanted to look at images that were pretty (chocolate box), not dark and disturbing • People under 65 found it acceptable to view the images publically

Aristotle’s Theory • The imagery succeeded in Pathos • Generated shock, horror, sadness, memories • The main story (Logos) was recognised by 70% of the audience • Ethos of imagery was never questioned

Persuasion Theory • Initial findings suggest that there is a gap within Persuasion Theory between • Understanding and • Acceptance ( Not everybody thought the imagery itself was acceptable) • Negative Pathos resulted in negative acceptance

Conclusions so far • The images successfully demonstrated Aristotle’s Logos, Pathos and Ethos • Thus metaphor was a successful vehicle for expressing a morally sensitive subject • For positive acceptability there is a need for positive Pathos

References • • • Arndt, W. F. and Gingrich, F. W. 1957. A Greek-English Lexicon of the New Testament and Other Early Christian Literature. London: Cambridge University Press and Chicago: Chicago University Press. Bryant, J. , 1993. OR Enactment: Theatrical Metaphor as an Analytic Framework. The Journal of the Operational Research Society, 44(6). 1061 -1061 Canan Ay, P. A. (2010). Guerrilla Marketing Communication Tools and Ethical Problems in Guerilla Advertising. American Journal of Economics and Business Administration, 2 (3), 280 -286. Johnson, M. , 1981. Philosophical perspectives on metaphor. Minnesota. The University of Minnesota Press. Kirby, J, 1997. Aristotle on Metaphor. American Journal of Philology 118: 4, The John Hopkins University Press. Klapper, J. T. , 1963. Mass Communication Research: An Old Road Resurveyed. The Public Opinion Quarterly, 27(4), pp. 515 -527. Nabi, R 2002. Discreet Emotions and Persuasion. In: M. P. James Price Dillard, 2002, The Persuasion Handbook. California: Sage Publications Ltd, pp. 268 -308. Newman, S. , 2002. Aristotle's Notion of "Bringing-Before -the-eyes" Its contributions and Conceptualizations of Metaphor, Style and Audience. The International Society for the History of Rhetoric, Winter edition, Rhetoica XX(1), pp. 1 -23. O'Keefe, D. (2002). Persuasion Theory and Research. University of Illinois. Sage Publications. Wegner C. 1994. Message Order Effects in Persuasion: An Attitude Strength Perspective. The Journal of Consumer Research, 21, pp. 205 -218.