Copyright © Allyn & Bacon Public Speaking: An Audience- Centered Approach 5/e Steven A. Beebe & Susan J. Beebe Steven A. Beebe & Susan J. Beebe This multimedia product and its contents are protected under copyright law. The following are prohibited by law: any public performance or display, including transmission of any image over a network; preparation of any derivative work, including the extraction, in whole or in part, of any images; any rental, lease, or lending of the program. Chapter 17 – Using Persuasive Strategies

Copyright © Allyn & Bacon Chapter 17 Using Persuasive Strategies Speech is power: Speech is to persuade, to convert, to compel. - Ralph Waldo Emerson Speech is power: Speech is to persuade, to convert, to compel. - Ralph Waldo Emerson

Copyright © Allyn & Bacon Establishing Credibility Credibility - Perception of a Speaker’s… Competence Trustworthiness Dynamism

Copyright © Allyn & Bacon Enhancing Credibility Initial Credibility Derived Credibility Terminal Credibility

Copyright © Allyn & Bacon Enhancing Credibility Initial Credibility Appearance Eye Contact Credentials and Accomplishments

Copyright © Allyn & Bacon Enhancing Credibility Derived Credibility Common Ground with Audience Supported Arguments Well-Organized Speech Well-Delivered Speech

Copyright © Allyn & Bacon Enhancing Credibility Terminal Credibility Lasting Positive Image End with Eye Contact Be Prepared for Questions

Copyright © Allyn & Bacon Using Logic and Evidence to Persuade Logos System of Rules for Making Inferences State Your Case Present Your Evidence Prove Your Case Apply Appropriate ReasoningApply Appropriate Reasoning

Copyright © Allyn & Bacon Understanding Types of Reasoning - Inductive Testing Validity Enough Specific Instances?Enough Specific Instances? Specific Instances Typical?Specific Instances Typical? Instances Recent?Instances Recent?

Copyright © Allyn & Bacon Understanding Types of Reasoning - Inductive Reasoning By Analogy Conclusions are ProbableConclusions are Probable Tests…Tests… How Alike Are They?How Alike Are They? Is Assertion True?Is Assertion True?

Copyright © Allyn & Bacon Understanding Types of Reasoning - Deductive Conclusions are CertainConclusions are Certain SyllogismSyllogism Major PremiseMajor Premise Minor PremiseMinor Premise ConclusionConclusion A=B B=C Therefore… A=C

Copyright © Allyn & Bacon Understanding Types of Reasoning - Deductive To Test the Truth of Deductive Argument Is the Major Premise True?Is the Major Premise True? Is the Minor Premise True?Is the Minor Premise True?

Copyright © Allyn & Bacon Understanding Types of Reasoning - Causal Reasoning that One Event Caused Another Reason from Cause to EffectReason from Cause to Effect Reason from Effect to Unknown CauseReason from Effect to Unknown Cause

Copyright © Allyn & Bacon Persuading the Diverse Audience EvidenceEvidence Appeals to ActionAppeals to Action Message StructureMessage Structure Persuasive Communication StylePersuasive Communication Style

Copyright © Allyn & Bacon Supporting Your Reasoning with Evidence FactsFacts InferencesInferences ExamplesExamples OpinionsOpinions StatisticsStatistics

Copyright © Allyn & Bacon Avoid Faulty Reasoning Causal FallacyCausal Fallacy Bandwagon FallacyBandwagon Fallacy Either-Or FallacyEither-Or Fallacy Hasty GeneralizationHasty Generalization You know… they are all like that!

Copyright © Allyn & Bacon Avoid Faulty Reasoning (cont) Attacking the PersonAttacking the Person Red HerringRed Herring Appeals to Misplaced AuthorityAppeals to Misplaced Authority Non SequiturNon Sequitur

Copyright © Allyn & Bacon Using Emotion to Persuade PathosPathos Emotional Responses Along Three LinesEmotional Responses Along Three Lines Pleasure - DispleasurePleasure - Displeasure Arousal - NonarousalArousal - Nonarousal Power - PowerlessnessPower - Powerlessness

Copyright © Allyn & Bacon Tips for Using Emotion to Persuade Use Concrete ExamplesUse Concrete Examples Use Emotion-Arousing WordsUse Emotion-Arousing Words Use Effective Nonverbal BehaviorUse Effective Nonverbal Behavior Use Visual ImagesUse Visual Images Use Appropriate Fear AppealsUse Appropriate Fear Appeals

Copyright © Allyn & Bacon Tips for Using Emotion to Persuade Use Appeals to Several EmotionsUse Appeals to Several Emotions HopeHope PridePride CourageCourage ReverenceReverence Tap Audience’s Shared MythsTap Audience’s Shared Myths

Copyright © Allyn & Bacon Using Emotional Appeals: Ethical Issues No False ClaimsNo False Claims No Misuse of EvidenceNo Misuse of Evidence No Sole Reliance on EmotionNo Sole Reliance on Emotion

Copyright © Allyn & Bacon Persuading the Receptive Audience Identify with AudienceIdentify with Audience Clearly State ObjectiveClearly State Objective Tell Audience What You WantTell Audience What You Want Ask for Show of SupportAsk for Show of Support Use Emotional AppealsUse Emotional Appeals Make it Easy for Listeners to ActMake it Easy for Listeners to Act

Copyright © Allyn & Bacon Persuading the Neutral Audience Capture Listeners’ AttentionCapture Listeners’ Attention Refer to Shared BeliefsRefer to Shared Beliefs Relate Topic to Listeners and Those They KnowRelate Topic to Listeners and Those They Know Be Realistic in What You Can AccomplishBe Realistic in What You Can Accomplish

Copyright © Allyn & Bacon Persuading the Unreceptive Audience Don’t Announce Intent to Change MindsDon’t Announce Intent to Change Minds Note Areas Of AgreementNote Areas Of Agreement Don’t Expect Major ShiftsDon’t Expect Major Shifts Acknowledge Opposing Points of ViewAcknowledge Opposing Points of View Establish CredibilityEstablish Credibility Seek UnderstandingSeek Understanding

Copyright © Allyn & Bacon Strategies for Organizing Persuasive Messages Problem-Solution Refutation Cause and Effect Motivated Sequence