Persuasive Speaking Part 3 - Charm and Hex Words

To understand persuasive speaking you have to understand the power of words. If an advertisement for a food product claims it is “full of natural goodness” they are trying to make you believe the product is wholesome. The phrase is meaningless but it circumvents laws against making demonstrably false claims.

Words can have emotional resonance that strikes deeper than rational argument. When a tabloid journalist talks about “Frankenstein food” he or she is trying to stir up revulsion at the idea of “tampering with nature”.

Words like pure, natural and hygienic are what I call charm words. Words like artificial, synthetic and “germy” are what I call hex words. The former have a positive connotation, the latter a negative one.

A vitamin made by artificial means is no different to the same vitamin from a natural source. Is it meaningful to describe a soap dispenser as “germy” if it harbours a few hundred bacteria? If it harboured a few thousand the advertisers might have a point.

In a TV studio discussion programme they were talking about whether obese pregnant women should be given a drug hitherto given to diabetics (including pregnant diabetic women) in order to prevent the foetus from receiving too much insulin. One of the panel said that if she were pregnant she would want to make sure that anything she took was “pure”. Pure what? Pure poison?

When I hear words like “chemical” being used a hex word I take it with a pinch of sodium chloride (that’s a chemical commonly known as salt by the way). If you want to avoid chemicals, avoid the sugar and spice and go for the healthy protein of the rats and snails.

To recap, in Part 2 I explained that an Adult-Adult transaction at a social level can also be an Adult-Child transaction at a psychological level. As a persuasive tactic you can appeal to the Child in us through charm words, words that make us feel safe and comfortable or you can use hex words to frighten the Child (scary monsters – hide behind the sofa).

In debating think about the use of words and the resonances that certain words have. Don’t forget about humour. sometimes the charm words that work best tickle the Child.

Persuasive Speaking Part 2 - Transactional Analysis

In his book, Games People Play, Dr. Eric Berne described ego states as being “a system of feelings accompanied by a related set of behaviour patterns”. He tells us that ego states are categorised as exteropsychic, neopsychic or archaeopsychic. The first resemble ego states of parental figures; the second are autonomously directed towards the objective appraisal of reality and the third are ego states that remain from early childhood.

The expression of the three kinds of ego state may be referred to colloquially as the Parent, Adult and Child respectively.

Berne defines a transaction as a unit of social intercourse. Parents indulge in gossip. Adults solve problems together. Children or Parent and Child play together. These are known as Complementary Transactions. However a Crossed Transaction occurs when one party addresses the other as Adult-to-Adult and the other party responds as Child-to-Parent or Parent-to-Child.

What does any of this have to do with persuasive speaking? In Part 1 I talked about Aristotle’s three types of persuasion. Ethos (moral character of the speaker) is an appeal to the Parent, Logos (reasoned argument) is an appeal to the Adult and Pathos (an emotional appeal) is an appeal to the Child.

Berne points out that transactions involving the activity of two ego states simultaneously (Ulterior Transactions) are the basis of games (games are complex social behaviours with their own rules not necessarily games in the literal sense). He cites the following example:

Salesman: ‘This one is better, but you can’t afford it.’
Housewife: ‘That’s the one I’ll take.’

On a social level the transaction is Adult-Adult but on a psychological level the salesman’s Adult is addressing the Housewife’s Child. Notice that there are two sets of Complementary Transactions here. Berne states that “the first rule of communication is that communication will proceed smoothly as long as transactions are complementary; and its corollary is that as long as transactions are complementary, communication can, in principle, proceed indefinitely.”

Perhaps now you can see why the emotional appeal is particularly powerful. In Part 3 I’ll examine the use of language in persuasion and how we are easily persuaded using words with a positive connotation (charm words) or those with a negative connotation (hex words).

Persuasive Speaking Part 1 - Aristotle's Rhetoric

The Greek Philosopher Aristotle defined rhetoric as “the ability, in each particular case, to see the available means of persuasion”. Aristotle’s Rhetoric was a very influential work in the development of the art and now, millennia after it was written, it is still regarded as an important work in the academic study of rhetoric.

Aristotle identified three types of persuasion that a speaker can use:-

• Ethos: Persuasion based on the moral character of the speaker,
• Logos: Persuasion based on logical argument,
• Pathos: Persuasion based on emotional appeal.

By far the most powerful persuader is pathos. If you want to win people over trying to appeal to reason can be difficult as can relying on your reputation – would I lie to you? Emotion will trump these almost every time.