修辭：說服的藝術
撰文及考題設計／British Council 英協教育中心 Brian Welter 中譯／陳怡君 （中央社編譯）
Have you ever bought something because of how someone talked about a product or service, and then later couldn’t believe that you had got hooked? Have you ever voted for a politician after hearing powerful words and ideas, and then realised later that you had been fooled?
您曾經在有人說話慫恿下購買了某項產品或服務，之後不敢相信自己居然上鉤的經驗嗎？您曾經在聆聽充滿張力的口號或政見後，對政治人物投下神聖的一票，之後才明瞭自己被愚弄了嗎？
In all likelihood, you were affected by the speaker’s rhetoric. Rhetoric is the skillful use of language. It is essential to both speaking and writing. While we all use this, sales representatives and politicians do so most famously. This is not surprising. In order to give our money or our vote, we have to feel a connection to a salesperson or lawmaker.
很有可能，您是被講者的修辭所影響。修辭學是語言的運用技巧，對於演說與寫作都是必要的。我們都會使用它，但最為人所知的例子是推銷員與政治人物；這無可厚非，我們必須和推銷員或立法委員有所共鳴，才會願意掏出錢包或投下選票。
In ancient Rome, rhetoric was an important school subject. Later, along with grammar and logic, rhetoric formed the basis of European education for centuries. These three subjects were considered to be the first steps of learning, and were therefore taken by children who would go on to study medicine, law, or music.
在古羅馬時期，修辭學是學校重要的一門科目。之後幾世紀以來，修辭學和文法學、邏輯學一併構成歐洲教育的基礎。這三門科目被視為學習的第一步，也因此成為即將攻讀醫學、法學或音樂的學童們所要修習的科目。
Speakers and writers can connect with individuals through a variety of rhetorical means, including clever reasoning, emotional appeal, and references to authoritative facts or stories.
講者與作者可以運用修辭學諸多技巧和其他個體產生共鳴，例如精彩的推理、訴諸情感，以及引用權威性的事實或故事等。
First, someone may use logos, the Greek word for “reason,” to convince you that an idea makes sense. We all weigh the advantages and disadvantages of a course of action or think about a common sense approach to things. In stressing the importance of studying to their children, parents may refer to the fact that people with a university education tend to earn more money than others. When someone clearly explains the sensible thing to do, he's using logos.
首先，有些人可能會使用logos，這是希臘文的「邏輯」之意，來說服你這個論點是合理的。我們都會對於行為的後果權衡利弊得失，也都會運用常理推論事物。父母為了對兒女強調讀書的重要性，可能會提及「大學畢業的人能比他人賺更多的錢」的事實。當某人清晰闡明合理該做的事，他就是在運用邏輯。
Second, a good article or speech almost always contains pathos, which is the attempt to connect with people’s emotions. Often a speaker’s cute or heart-warming story will illustrate a significant point. If a speech is on never giving up, the speaker may refer to Thomas Edison. The great inventor repeatedly failed before finally getting the light bulb right. That gives discouraged people hope.
第二，一篇好的文章或演說都會帶有情感（pathos），意即嘗試與聽眾情緒產生連結。通常講者的一個可愛溫馨小故事，會闡述一個重點。若演講的主題是「永不放棄」，講者可能會引用愛迪生的故事，這位偉大的發明家在經歷無數次失敗後終於發明燈泡。這能帶給飽受挫折的人們一線希望。
When a whole nation is facing difficult times, a country’s president will often bring up the past. Listeners will be reminded of a previous generation which overcame even worse circumstances due to hard work and the right attitude. American presidents often mention the Great Depression of the 1930s, and how the people came together. Pathos often acknowledges listeners’ fears and frustrations, yet also their hopes.
當一個國家陷入整體的困境時，總統通常會提及過去。聽眾將憶起老一輩人們如何以堅忍與正面的態度去克服過去更艱辛的挑戰。美國總統通常提及1930年代的經濟大蕭條，以及人們如何攜手共度難關。感性的層面通常認同聽者的恐懼與挫折，但同時也給予希望。
Ethos, reference to authority, is the third important pillar of rhetoric. A good speaker or writer tries to present him- or herself as an expert in order to build trust with the audience. A doctor will start a speech on heart health by saying, “As someone with over twenty years’ experience as a heart doctor, …”
Ethos是指可信度，是第三個構成修辭學的要素，一位傑出的講者或作者會嘗試將自己呈現出如專家的風範來取信於聽眾。一位醫師開始心臟病衛教時，會以「身為擁有超過20年經驗的心臟科醫師」做為開場白。
We more easily accept an argument when it comes from a public authority. We tend to trust accountants on taxes and gardeners on gardening. Fitness magazines will often get professional trainers to write articles on how to stay healthy. The reader is convinced that the magazine’s advice can be taken.
我們會比較能接受來自具有公信力的權威論點。我們傾向去相信會計師的稅務管理或是園丁的園藝。健身雜誌會邀請專業教練撰寫關於保健的文章，如此讀者比較能被雜誌的論點給說服。
Sometimes people dislike rhetoric. They feel that a speaker is manipulating them by telling unrealisti¬cally heartwarming or scary stories. In this case, the word “rhetoric” is used negatively. Politicians will often accuse the other side of “using rhetoric.” This means that the language may be overly emotional and not fully truthful. It’s an indirect way to call someone a liar. Due to this political use of language, rhetoric has a poor reputation among many.
有時人們亦會厭惡修辭學。他們認為講者透過講述不切實際的溫馨小品或恐怖情節來操弄他們。若是這種情形，「修辭」一詞便偏向負面了。政治人物通常會指控對手陣營「利用修辭話術」。這表示所使用的語言也許過於情緒化，而並非完全屬實，這是間接指控某人為騙子。因為政治上的語言操弄，修辭學在很多人心中是惡名昭彰的。
Nonetheless, rhetoric is unavoidable. We use it regularly because we want to convince people to do or believe certain things. If you want your friend to go to your favourite hamburger place with you, you’ll remind her of the great time you had last time (pathos), reason that it’s a good price (logos), and point out both that your mother also likes it (ethos) and that it is the most popular restaurant in the city (ethos). It’s a winning argument, one we have all used.
儘管如此，修辭依舊是無法避免的。我們常規地使用它，因為我們想要使人信服或去進行某些事物。如果你想要朋友和你一起去你喜愛的漢堡店，你會提醒他你曾經擁有的美好時光（感性）， 解釋它的優惠價格（邏輯），並同時指出您母親也喜愛它（可信度）以及它是城內最受歡迎的餐廳（可信度）。這是個充滿優勢的論點，我們都曾經使用過。
The great thing about understanding rhetoric is that it allows us to know when people are trying to manipulate us. Their rhetoric won’t be as powerful as before. So study and understand rhetoric in order to avoid becoming its next victim! In fact, you may just benefit from it yourself when trying to change someone’s mind.
理解修辭學最棒的事情在於它讓我們理解何時別人想要操弄我們。他們的修辭將不像以前具有威力。所以，開始研究和理解修辭學來避免成為它的受害者！事實上，你也許將透過嘗試改變他人心意來讓自己從中獲益。
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