Things.

a happier planet & a happier you

MPM732 Critical Thinking for Managers

Assignment 2
Josephine Turner
217354372


Table Of Contents.

1.0 Introduction………………………………………………….1

2.0 Speech and Analysis…………………………………………2

2.1 Introduction…………………………………………..2

2.2 Ethos………………………………………………….3

2.3 Pathos…………………………………………………4

2.4 Logos………………………………………………….5

2.5 Conclusion…………………………………………….6

3.0 Conclusion…………………………………………………….7

4.0 References……………………………………………………..8
1.0
Introduction
This speech, written and analysed using critical discourse analysis and other theories is a speech for a book
launch.
A small crowd in a bookstore in London gather to listen to author, Josephine Turner, launch her book about
minimalism entitled “Things. A Happier Planet & A Happier You.”
There are 5 distinct sections of the speech, following Aristotle’s three modes of persuasion of ethos, logos,
and pathos, i.e. a persuasive speech using ethical, logical, and emotive reasoning to introduce the book and

identify its concept; as well as influence attendees at the launch to purchase (Aristoteles and Lawson-

Tancred, 2004).
(fig.1 screen shot of podcast recording)
 2.0 Speech & Analysis

Structure Theory, Speech Analysis

Lecture
2.1 Qualitative Hello.
Introduction Process
Relationships, Thank you for coming.
L9
The theory of As I was getting dressed to come out here today to talk to
concepts, L5 you I put on a navy jumper that I bought about 3 months
ago and have worn for a total of three hours since.
Brookfield's I didn’t like the way that it felt, so I took it off and put it
language
back in the drawer.
tricks, L4
I remember buying the jumper. I was on my way to meet a
friend for brunch and was wearing a different navy jumper
that I decided on the way to the cafe was the wrong kind of
navy. My life wasn’t going so great at the time: I hated my
job, my financial situation was abysmal, my landlord was
about to sell my house. I convinced myself on the way to
the cafe to meet this friend that wearing the wrong shade of
navy was equivalent to wearing a big flashing neon sign
that said “MY SHIT IS NOT TOGETHER,” so I went into
the H&M I was walking past and spent £20 on a jumper
that was the ‘right’ shade of navy.
Like I said, I’ve worn it once.
This introduction launches by immediately
employing one of the Brookfield’s language tricks of
using a personal story to set the tone of the speech
(Brookfield, 2012).
By doing this, the speech is using the personal story
to make the idea of minimalism relatable to the
audience before even introducing it as a concept. By
using this narrative to communicate ideas to a crowd
who presumably have a preexisting interest in the
ideas of minimalism, the audience immediately
establish a personal relationship with the speaker.
To introduce a concept to an audience you must
identify, describe, distinguish and relate the ideas so
that it is tangible, and can be understood entirely. The
narrative opens up the floor to then identify the
concept in the second paragraph, and introduce the
book.

I’m here today to launch my book, and to talk to you about

its concept, about its ideas. I’m here today to talk to you
about minimalism. This book, “Things - A happier planet &
a happier you,” explores minimalism in the micro and
macro. In how streamlining your existence not only
enriches your life, not only the lives around you, but our
planet as a whole.
 Structure Theory, Speech Analysis

Lecture
2.2 The theory of When you search the word minimalism online you’re Following the layout theory of introducing a concept,
Ethos concepts, L5 presented with images of eucalypts leaves, monochromatic this next section of the speech - focussing on the
apartments, overuse of the colour white. Culottes. Kinfolk ethos - moves to describe and distinguish the concept
Aristotle 3
magazine. Succulents, IKEA, Stan Smiths - and for some of minimalism and the type this book refers to.
Modes of
Persuasion, reason - avocados. But I’m not here to talk about
L3 minimalism the fashion movement; I’m here to talk about By describing the conditionals of consumerism and
minimalism the movement. The act of living deliberately, relating to minimalism, the speech is drawing
Conditionals, and the power that that can give you. attention to the ridiculousness of the idea that people
L8
consume because we’re told we have to by the
Reflection, When I went into H&M and bought the right-shade-of- companies producing the consumable product. This
Dewey, L9 navy-jumper it had a monetary value of £20. But what is working to solidify the grounds supporting the
value did it add to my life? Did I purchase it deliberately? concept of minimalism in the speech.
Of course not. I purchased the jumper because H&M told
me that the shade of navy I was originally wearing was
wrong. I bought it because somehow, I was convinced that
the right shade of navy would make a difference. That the
big problems in my life wouldn’t feel so big if I was
wearing the right shade of navy. I was trying to fix a very
real problem, a very emotional problem, complex problem,
human problem, with a material object. With things.

My book looks at the psychology behind why we behave

this way, why we believe theres no alternative to behaving
this way, and how it effects us. This is an exert from a
chapter entitled, “Free Time,”
 Structure Theory, Speech Analysis

Lecture
2.3 Checkland’s “I had found myself in the city with time to kill. I decided to Performing a reading from the book at a book
Pathos model of the use this “free” time to do some “window shopping.” launch is a classic tool to generate interest,
organised use I go into Marks and Spencer. however in this context it is also a useful tool to
of rational
The second I walk in the door I spot something I ‘need.’ A introduce the audience to think about the practical
thoughts, L6
navy cashmere jumper. It’s the middle of summer, but you can application of minimalism in real life context
Theory of always use a navy cashmere jumper. And over here, plain t- (Checkland, 2000).
Moral shirts to wear underneath the navy cashmere sweater. I need a
Reasoning, white shirt. I might need a black one too. Ooh, it’s 3 for a The narrative is an example of consumerism that
L10
tenner - I might as well get a grey one. is relatable to a wide audience. It invites the
Meziron, It’s basically free. audience to self reflect on their own consuming
Critical Self I could use a new towel - while I’m here - and I’ve been habits and question their own moral reasoning in
Reflection, L9 meaning to get a nice scented candle for my room. their consuming practice. The quick sentences and
Maybe a duvet cover to match the towel. fast-paced reading style is intended to feel rushed
Maybe a throw to match the duvet cover. and hectic to dramatise the words and halo the
Make-up wipes! I need some make-up wipes. concept of minimalism in contrast.
That’s a nice shade of nail polish.
Actually, come to think of it my black boots are getting a bit
worn out, maybe I should scope the shoe section while I’m
here.
Socks!
I knew there was something I really needed.
Definitely need some more socks.
Dresses for Spring! I guess most of my dresses aren’t for
Spring. I should get a Spring dress. I’m getting a Spring dress.
I make my way to the counter rummaging through my many
new found ‘necessities’ I stop at the navy cashmere jumper.
My eyes narrow, glaring at it, and one thought comes shooting
into my mind:
“I think I already have this jumper.””


Structure Theory, Speech Analysis

Lecture
2.4 Socratic When you tell people to stop consuming, they This logos or logical aspect of the speech is using
Logos Syllogism, L7 automatically think that you're trying to take something one of the fundamental levels of Dilts’ theory of
away from them. But the things you're taking away, are behaviour and capability (Ditls, 1990). By explaining
Dilts, L2
things they're not going to miss. We let things take over in simple laymen’s terms, and then quoting a famous
Argumentative out life. Define us. We justify our existence by consuming person - Jimmy Carter (Douglas, 2017) - the logic
Moves: things, but it was Jimmy Carter that said, “owning things, runs into the argumentative move of assuring the
Assuring, L4 consuming things, will not satisfy our longing for audience and setting up for the conclusion (Grice,
meaning.” 1975).

You are not defined by the shade of navy of your
goddamn jumper; you are not defined by the crap that you
own.
And that is what this book is about.
The beginning of the conclusion uses assertive and
direct language and tone to address the audience
directly, to prompt them to question the accuracy of
the concepts presented, and conclude that there is
truth to them in order to conclude the speech
effectively (Smith, 2000).

Structure Theory, Speech
Lecture
2.5 Argumentative So I’m going to go home. I’m going to throw away the
Conclusion Conclusions, right shade of navy. And I hope this book, these ideas, this
L7 concept influences you to start. Throw away the jumper
that reminds you of a bad day, the pen on your desk that
doesn't quite work, the pile of old magazines in your
living room, the empty toilet paper rolls that never
manage to find the bin. Just start. To live a simpler life. A
life with purpose. Without clutter. Without stuff. Without
things.
I’m going to end on a quote, from the incredible
documentary “Minimalism,” directed by Matt D’Avella,
from former Wall Street broker turned minimalist AJ
Leon:
“When you recognise that this life is yours, that it is your
one and only and when that ceases to be asceteric bullshit
when its not hippie poetry when the pragmatism of that
statement seeps directly into your bones and you realise
that this is it - everything changes.”
Thank you.
Analysis
The conclusion of the speech brings the ideas back to
the beginning of the speech and the personal
narrative via the anaphora “right shade of navy,”
referring to the jumper, which by this point in the
speech is also a metaphor for consumerism. This is a
literary device used to influence the audience the
reflect on the entire speech and draw their own
conclusions, though by the persuasive and
argumentative techniques used throughout the
speech, their ‘own’ conclusions are hopefully swayed
in agreeance to the concepts presented.
The end quote from the documentary “Minimalism,”
is a call to action (Minimalism - A Documentary
About the Important Things, 2015). It’s designed to
be emotive and read emotionally, to end the speech
on a inspirational and enlightened note as essentially
a sales pitch for purchasing the book.


3.0 Conclusion.
To properly conclude the analysis, it is best to view the speech in terms of Grice’s 4 Conversational Maxims’
criteria (Grice, 1975).

Quantity
The speech is short, and the content follows a logical structure, satisfying Aristotle’s 3 Modes of Persuasion to
effectively deliver the ideas to the audience.
Quality
The intent of the speech is to persuade the audience into thinking in the same manner as the author, and
influence them to purchase a book. The literary devises and argumentative techniques used throughout the
entire speech, as well as the manner of the delivery do this effectively.
Relation
The information target is an audience that one can assume has a preexisting interest in the ideas of the content,
due to the fact that they're attending the book launch in the first place. Taking this into consideration, the
audience is targeted subtly at first via the relatable narrative, and then spoken to directly at the conclusion of
the speech. This technique is to make it ‘about them,’ to influence them to purchase a book.
Manner
The delivery of the speech is as important as the words. The changing tone, changing pace, and emotive
inflections throughout the speech aid in the delivery and accountability of the concepts being presented.


4.0 References.

Aristoteles and Lawson-Tancred, H. (2004). The art of rhetoric. London: Penguin.

Brookfield, S. (2012). Teaching for critical thinking. San Francisco, Calif.: John Wiley.

Checkland, P. (2000). Systems Research and Behavioral Science. 17th ed. John Wiley & Sons.

Dilts, R. (1990). Changing Belief Systems with NLP. Cupertino, Calif.: Meta Publications

Douglas, S. (2017). These Jimmy Carter Speeches Show Why He Was a Radical President. [online]
Inthesetimes.com. Available at: http://inthesetimes.com/article/18377/our-greatest-ex-president-jimmy-
carters-forgotten-radicalism [Accessed 25 Sep. 2017].

Grice, H. P. (1975). Logic and Conversation. In P. Cole & J. L. Morgan (Eds.), Syntax and Semantics volume 3:
Speech Acts. New York: Academic Press.

Minimalism - A Documentary About the Important Things. (2015). [film] Directed by M. D'Avella. USA: Netflix.

Smith, R. (2000). Aristotle's Logic (Stanford Encyclopedia of Philosophy). [online] Plato.stanford.edu. Available
at: https://plato.stanford.edu/entries/aristotle-logic/ [Accessed 25 Sep. 2017].