His main body is a mix of examples, analogies and anecdotes, through which he reiterates his main argument to his audience. In doing so, he uses ethos and gives the impression that he is an educated speaker who is aware of his subject matter. In his introduction, he introduces his main argument and ideas while referencing his book. His speech is divided into three sections: an introduction, a main body and a conclusion, which helps him introduce an idea and then provide examples to further his claim. The structure of the TED conforms to the conventions of an effective speech. The TED talk is in the form of a speech and this essay will examine how Schwartz employs various rhetoric techniques in order to persuade and emphasize the idea that maximizing choice doesn’t increase freedom, while still maintaining the interest of his audience. His main purpose is to argue that having too many choices is not as liberating as it seems and can at times be ‘paralyzing’. The Paradox of Choice, by psychologist Barry Schwartz, is a TED talk in which Schwartz discusses decision making and the freedom of choice.
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