According to ( persuaders must communicate In ways that reflect the consciousness, culture, and knowledge expectations of their audiences. Electronic eloquence emphasizes how persuaders adapt in the electronic age through establishing intimate relationships with the audience, an intimate style of communication traditionally used by females in oratory; and signifies the move of pathos. She cited the television phenomenon, which brings intimacy to the living room of the people who are watching rather than those in the actual event being portrayed.
Moreover, also claimed that people value more ethos in the persuasion. The reason persuaders these days attempt to appear what people would most likely believe the embodiment of their causes should be: open-minded, compassionate, and as people of conviction. (, 1988). Electronic eloquence,according to , has these five characteristics: personalization, self- disclosure, conversational style, verbal distillation, and visual determination.
The first characteristic, personification, Is using an individual to embody the Ideas of the persuader's message Is one way that persuaders build Intimacy. Said, "when persuaders tell stories of Individual courage, for instance, they are personifying the values of courage and bravery. They are also creating a relationship with the audience because the audience sees them as caring about the needs and values of the individuals they cite. " (, 2012).
Politicians mostly use this characteristic in identifying and establishing rapport with their audience when they take real-life experiences of people who they claim to serve and help and how their actions could uplift these conditions. In the second which Is self- disclosure, the audience Identifies with the experiences and convictions of the rhetoric. By self-disclosing, the rhetoric uses his/her personal, instead of professional experiences to create the bond and forge relationship with his/her listeners. Using the conversational style is also characteristic of electronic eloquence.
The choice of words and language of the rhetoric and how these are presented to the audience also fact the Intimacy established (, 2012) (2012) claimed that conversational language which uses informal language, employs contractions, and uses casual vocabulary over complex ones, helps convey stories and involve the audience. Verbal distillation, on the other hand, involves the use of short words to represent ideas. As (2012) have quoted (1988), "one mark of eloquence today is the ability to represent an issue in a clear, concise, and dramatic statement. She called this abbreviated style of speaking as synecdoche, the figure of speech which uses a part to represent a whole, and In the electronic age, means 'the representation of large amounts of Information In a short, memorable part of that body of information" (,201 2). Synecdoche phrases are those aired on news broadcasts and headlines of newspapers. Strong and catchy advertising slogans like Mike's "Just Do It" encapsulate the idea of shoe brand that cater to the needs of the audience. Lastly, the visual determination involves the combination of both words and Images.
(2012) claims that electronic eloquence Is most effective when images give to the words of the rhetoric establishes the understanding between the rhetoric and audience. Moreover, visual determination also "evokes common visual experience shared by the rhetoric and audience.