Now let's look at the third approach to developing communication strategy using classical rhetoric. And that involves evoking emotion. And what's important to note is that persuasion is often impossible if we haven't put our audience in the right frame of mind first. So we could develop communication strategy based on leveraging logic, we can develop messaging that's based on building believability in the message source. But many times true persuasion is impossible unless we put our audience in the right frame of mind that studying all these human emotions would take an entire course unto itself. So let's just focus on some of the main emotions that were studied in the context of classical rhetoric.

In probably the earliest don't study of human psychology, Aristotle identified The basic human emotions that we have to understand before we can Rouse them in others. Aristotle spoke about the emotions in opposite terms. That means when he discussed one, he followed it with discussion about its opposite. Here's how we listed the main human emotions first anger versus calmness, love or friendship versus hatred, fear versus confidence, kindness versus unkindness, and the versus emulation. So let's take a look at several examples of human emotions and most importantly, how we can apply them or understand them in real life communication situations. For instance, let's take the emotions of fear and its opposite confidence.

Aristotle said you arouse fear by creating images of potential disaster or harm that is by showing how disastrous outcomes are possible. Here are three different fear based commission vacation themes or message platforms. Consider first the political candidates stance, your tax bill is going to go up 50%. If you elect my opponent, or the communications that might come from a community group campaign, a child is going to get hurt at that corner. If we don't install a traffic light. Or an advertiser might warn, you'll never get a date if you don't treat that acne problem for yours.

Now, each of these examples shows the negative consequences of an action or an inaction. So the prospect of a steep tax increase if you vote for the wrong candidate, the potential of a child getting hurt at a dangerous intersection budgetary dollars, do not go to installing a traffic light at that location, or the potential of having a horrible social life if you don't take care of the act the problem. So let's come up with three key takeaways. First, persuasion is often impossible without first arousing the audience's emotions. Next, we have to always consider it Given human emotion in terms of its opposite. In other words, we may want to initially instill fear.

But we ultimately want to leave our audience with a feeling of confidence. And lastly, different communication situations require different emotional appeals. So now we've discussed three main communication strategy approaches, using classical rhetoric, building believability, leveraging logic and evoking emotion. In the next lesson, we'll look at arrangement and outlining and how to take all the information that we have accumulated all the strategies that we've identified for communication purposes, and how to roll them all up into a powerful communication platform.