Chapter 15 Objectives

2. Chapter 15 Objectives • Identify four action goals of persuasive speaking • Distinguish between immediate behavioral purposes and ultimate goals • Describe and utilize persuasive speaking strategies

3. Chapter 15 Objectives • Recall four ethical guidelines for persuasive speaking • State and utilize persuasive speaking skills • Utilize strategies for resisting persuasive appeals

4. What is a Persuasive Presentation? A message designed strategically to induce change in the audience

5. What is Your Immediate Purpose and Ultimate Goal? • Immediate Purpose • What you intend to accomplish in this particular presentation • Ultimate Goal • A statement of purposes that could be achieved with continuing efforts to persuade

6. Introducing Your Persuasive Presentation • Shape the purpose to the listeners • Determine how much change you can ask for • Decide what strategies you can use to gain the desired result

7. Introducing Your Persuasive Presentation • Analyze the listeners • Asking for too much change can result in the boomerang effect • Decide when to reveal your purpose based on audience support for your purpose

8. Difficult to evaluate and measure Challenging to present Introducing Your Persuasive Presentation • What purposes are persuasive? • Continuance • Deterrence • Adoption • Discontinuance

9. Introducing Your Persuasive Presentation • Why should you try to persuade? • Face-to-face persuasion is one of the most effective modes of communication • The classroom is a captive audience

10. How Do You Persuade? • Use argument to persuade • A proposition that asserts some course of action • Proposition of fact • Proposition of policy • Proposition of value

11. How Do You Persuade? • Evidence and proof • Evidence • Examples, surveys, testimony, statistics • Proof • Evidence that is believed by the receiver • Audience has to accept the evidence to make it proof

12. Tests of Evidence • Is the evidence consistent with other known facts? • Would another observer draw the same conclusions? • Does the evidence come from unbiased sources? • Is the source qualified on this issue? • Is the evidence based on typical personal experience?

13. Tests of Evidence • Are statistics from a reliable and current source and applied and interpreted appropriately? • Are studies and surveys authoritative, valid, reliable, objective and generalizable? • Are inferences appropriate? • Is important counterevidence overlooked? • Is the presenter credible on this topic?

14. Impact of Culture on Persuasion • Make sure you are sensitive to cultural norms • Adapt your presentation to the expectations of your audience

15. Three Forms of Proof • Logical Proof (Logos) • The use of argument and evidence to persuade • Personal Proof (Ethos) • The use of source credibility to persuade • Emotional Proof (Pathos) • The use of narrative to persuade

16. Logical Proof (Logos) • Most used type of proof • Structured arguments • Inductive arguments • Provide enough specific instances for listener to make inferential leap to a generalization

17. Logical Proof (Logos) • Most used type of proof • Structured arguments • Inductive arguments • Deductive arguments • Use a general proposition applied to a specific instance to draw a conclusion

18. Logical Proof (Logos) • Most used type of proof • Structured arguments • Inductive arguments • Deductive arguments • Rebuttals • Arguing against someone else’s position on an issue

19. Source Credibility (Ethos) • Persuasion because you have earned the right to speak • Competence, trustworthiness, dynamism or common ground • Personal power or expertise • Charisma or personality

20. Emotional Proof (Pathos) • Telling stories (narrative) to support your proposition • Can be verbal stories • Can be visual stories • Fear appeals are most common • Should be combined with logical appeals

21. Tips on Organizing Your Arguments • Place your best argument first or last but not in the middle • Present one side of an issue for a friendly audience

22. Tips on Organizing Your Arguments • Present both sides of an issue when the audience might oppose your point of view • Refute opposing arguments known by your audience • Novel arguments have more effect

23. Organizing Your Persuasive Message • Cause/effect • Problem/solution • Topical-sequence • The Monroe motivated sequence • Especially effective when the audience is reluctant to change or accept a proposed action

24. Organizing Your Persuasive Message • The Monroe Motivated Sequence • Attention • Gain audience attention and interest

25. Organizing Your Persuasive Message • The Monroe Motivated Sequence • Attention • Need • Identify a problem and explain how it is relevant to the audience

26. Organizing Your Persuasive Message • The Monroe Motivated Sequence • Attention • Need • Satisfaction • Present information the audience needs to understand in order to solve the problem

27. Organizing Your Persuasive Message • The Monroe Motivated Sequence • Attention • Need • Satisfaction • Visualization • Get audience members to see how they can take part in a solution with benefits for them and others

28. Organizing Your Persuasive Message • The Monroe Motivated Sequence • Attention • Need • Satisfaction • Visualization • Action • Ask the audience to take specific, concrete steps

29. Ethical Considerations • Ethics • A set of principles of right conduct • Accurately cite sources • Respect sources of information • Respect your audience • Respect your opponent

30. How to Resist Persuasion • Avoidance • Be skeptical • Verify claims • Confirm source credibility • Be cautious about accepting a persuasive appeal

31. How to Resist Persuasion • Question the ethical basis of proposed actions • Analyze persuasive claims • Check against fraudulent claims

32. How to Resist Persuasion • Check persuaders words against their actions • Use your freedom of expression and freedom of choice