Selfishness, Not The Key To Rhetoric

We all want whats best for us. You may argue this point, but in the end you know it's true. There are those exceptions and sure, sometimes we do think of others, but mainly we want to benefit the most from our decisions. As we get into chapter 11 we learn that we have to appeal to our public, not to ourselves. This means that we have to present arguments that actually make our audience feel as if they're going to benefit from this.

Why is this? Our audience, no different to us, is also interested in benefiting from everything. They want to be rewarded and content. No one will agree to an argument that will not benefit them entirely. So basically, what this chapter does is teach us how to manipulate our audience by making them think that they will benefit from our proposal, allowing them to accept our ideas much faster.

Take for instance the Axe commercial that ends with the words "Spray more, get more." This commercial is basically telling men  that they will benefit from using Axe because they will get many more women. Now, men are clearly attracted to this commercial because of this. After all, what man does not want to be surrounded by hundreds of gorgeous women? The commercial is convincing the consumer that Axe is the best product, not by presenting many facts, only by demonstrating a huge benefit of this product. "The Axe Effect."

Now this technique is not only used by those who are interested in selling their products to consumers. Politicians also use these techniques daily. In fact, what part of rhetoric don't politicians manipulate? For example, Mitt Romney encourages tax cuts, mainly for the rich. Why would they not want to vote for him? They're going to be paying less money in taxes, which is technically what most people want. The upper class in the states is not necessarily the least selfish  considering the fact that they posses 75% of lands in the States. If they are this selfish they will certainly vote for Romney to get the most benefit. Looks like the rich will get richer with Mitt Romney.