Classics and Management
A noble appeal based on the speaker¿s credibility demands respect, but respect does not necessarily arouse the right emotional response. We know that persuasion in a crisis situation has more to do with action and emotion than rationality. Reason, therefore, must be highly tempered with emotion to achieve the right action. In Shakespeare¿s Julius Caesar, Brutus¿ speech fell widely off the mark. Mark Anthony¿s funeral speech, on the other hand, is one of the best examples of a crisis speech that one can find, because it raises the right emotions from the audience while providing them with the hard evidence they need to be convinced. The result we all know.
Collection: IESE (España)
Ref: DPON-76-E
Format: PDF
Number of pages: 9
Publication Date: Mar 26, 2009
Language: English
Description
A noble appeal based on the speaker¿s credibility demands respect, but respect does not necessarily arouse the right emotional response. We know that persuasion in a crisis situation has more to do with action and emotion than rationality. Reason, therefore, must be highly tempered with emotion to achieve the right action. In Shakespeare¿s Julius Caesar, Brutus¿ speech fell widely off the mark. Mark Anthony¿s funeral speech, on the other hand, is one of the best examples of a crisis speech that one can find, because it raises the right emotions from the audience while providing them with the hard evidence they need to be convinced. The result we all know.
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