… a core concept in Communication Skills

ContrastConcept description

Contrast, often between what is and what could be, is one of the logos (logical argument) principles of persuasion.


Contrast is one of the classic rhetorical techniques in oratory and theatre and is discussed in many websites such as:

Presentation Magazine, Speech Making Technique – The compare and contrast, at, accessed 22 January 2016.

Personal Success Today, Adding Contrast to Your Speech, at, accessed 22 January 2016.

For the purposes of persuasion, contrast is usually used to compare “what is” with “what can be” as described in:

Nancy Duarte’s 2010 TEDxEast talk at, accessed 22 January 2016.


Gary Orren, PowerPoint presentation in 2005 to the Mortgage Bankers Association, Persuasion: The Science and Art of Effective Communication, accessed 17 January 2016.

Normed topic and synthetic course with which the concept is primarily associated

This concept is primarily associated with the core normed topic Principles of Persuasion and is included in the synthetic course outline Atlas109 Leadership and Communication Skills.

Page created by: Ian Clark, last modified on 23 January 2016.

Image: John W Richardson, Personal Success Today, at, accessed 22 January 2016.