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Persuasion. Principles of Speech Chapter 15-16. What is Persuasion?. How have you been persuaded today? Used in all aspects of life Both verbal and non-verbal communication Lets look at some commercials #1 #2 #3 How try to persuade? What is effective or not effective?.

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persuasion

Persuasion

Principles of Speech

Chapter 15-16

what is persuasion
What is Persuasion?
  • How have you been persuaded today?
  • Used in all aspects of life
  • Both verbal and non-verbal communication
  • Lets look at some commercials #1#2#3
  • How try to persuade?
  • What is effective or not effective?
nine principles of persuasion
Nine Principles of Persuasion
  • Persuasion is more likely if goals are limited
  • Adopt Action
  • Discontinuance
  • Deterrence
  • Continuance
nine principles of persuasion4
Nine Principles of Persuasion
  • Persuasion is more permanent if achieved incrementally
  • We can change, but not overnight
  • Small moves always better than asking for large changes
nine principles of persuasion5
Nine Principles of Persuasion
  • Persuasion is more likely is the audience lacks information on the topic
  • Persuasion is related to how important the audience considers the topic
  • Persuasion is more likely if the audience is self motivated in the direction of the message
nine principles of persuasion6
Nine Principles of Persuasion
  • Persuasion is more likely if the speaker’s message is consistent with listeners’ values, beliefs, attitudes, and behavior.
  • Persuasion is more likely is the arguments are paced properly.
    • Review Toulmin’s model
design a t model
Design a T-model
  • Let’s design a basic argument for why you should buckle up while driving a car.
nine principles of persuasion10
Nine Principles of Persuasion
  • Persuasion is more likely if the source is credible
  • Competence
      • Demo Involvement
      • Relate Experience
      • Cite Research
  • Character
  • Charisma
nine principles of persuasion11
Nine Principles of Persuasion
  • Persuasion is more likely if the speaker establishes common ground with the audience.
basic questions asked in persuasive speech
Basic Questions asked in Persuasive Speech
  • Fact- only work is facts not completely verifiable
  • Value- may be difficult to defend from different opinions
  • Policy- show something should be done
    • Need
    • Plan
    • Solution
prepare and develop persuasive speeches
Prepare and Develop Persuasive Speeches
  • Research
  • Anticipate possible objections
  • Must be able to defend the opposing arguments
  • Provide Evidence that establishes Proof
evidence tests
Evidence Tests
  • Consistent known facts
  • Others same conclusions
  • Unbiased sources
  • Qualified source
  • If personal experience how typical is it
  • Stats- reliable, comparable, current, applicable, well interpreted
  • Studies- authoritative, valid, reliable, objective, generalizable
  • Inferences appropriate to data
  • Counterevidence overlooked
  • Presenter credibility
prepare and develop persuasive speeches15
Prepare and Develop Persuasive Speeches
  • Organize
  • Should present one side or both?
  • When present strongest argument?
  • What best way to organize?
    • Monroe’s Motivated Sequence
monroe s motivated sequence
Monroe’s Motivated Sequence
  • Attention
  • Need
  • Satisfaction
  • Visualization
  • Action
prepare and develop persuasive speeches17
Prepare and Develop Persuasive Speeches
  • Supporting Material-Classical Appeals
  • Pathos (Emotional)
  • Logos (Logical)-
    • Reasoning- Deductive, Inductive, Causal, Analogy
  • Ethos (Ethical)
  • Mythos (Narrative)
  • Needs (Maslow’s Hierarchy)
prepare and develop persuasive speeches19
Prepare and Develop Persuasive Speeches
  • Reasoning
  • Reasoning from Specific Instances (Moving from particular facts to a general conclusion)
    • Avoid hasty generalization
    • Wording- qualify your argument
    • Reinforce- stats and testimony
prepare and develop persuasive speeches20
Prepare and Develop Persuasive Speeches
  • Reasoning
  • Reasoning from Principle (Moving from general principle to a specific conclusion)
    • Will audience accept the principle without evidence?
    • Support general principle you can then support your minor premise and then conclusion.
prepare and develop persuasive speeches21
Prepare and Develop Persuasive Speeches
  • Reasoning
  • Causal Reasoning
    • Not always a clear link between cause and effect
    • Two common errors
      • False cause- “Post hoc, ergo propter hoc” next event caused by first
      • Assuming only one cause- oversimplify
prepare and develop persuasive speeches22
Prepare and Develop Persuasive Speeches
  • Reasoning
  • Analogical Reasoning
    • Are the two cases being compared essentially alike?
prepare and develop persuasive speeches23
Prepare and Develop Persuasive Speeches
  • Reasoning
  • Fallacies
    • Red Herring
    • Ad Hominem
    • Either-Or
    • Bandwagon
    • Slippery Slope
prepare and develop persuasive speeches24
Prepare and Develop Persuasive Speeches
  • Ethics
    • Accurately cite sources
    • Respect sources of info
    • Respect audience
    • Respect opponent
sample persuasive speech
Sample Persuasive Speech
  • Watch this speech media\persuasive.mpg
  • Analyze how the speaker is trying to persuade you?
  • What techniques are used?