Speaking to Persuade Persuasion Defined Motivating Your Audience Chapter 15: Speaking to Persuade Speaking to Persuade Persuasion Defined Motivating Your Audience Selecting and Narrowing Your Persuasive Presentation Topic Organizing Your Persuasive Messages Strategies for Persuading Your Audience How to Adjust Ideas to People and People to Ideas

Chapter 15: Speaking to Persuade Persuasion Defined Persuasion is the process of attempting to change or reinforce attitudes, beliefs, values, or behavior. The persuasive speaker invites the listener to make a choice, rather than just offering information about the options. The persuasive speaker intentionally tries to change or reinforce the listeners’ feelings, ideas, or behavior

Motivating Your Audience Chapter 15: Speaking to Persuade Motivating Your Audience Motivating with Dissonance cognitive dissonance occurs when you are presented with information that is inconsistent with your current thinking or feelings Motivating with Needs Maslow’s Hierarchy Self-actualization Self-esteem Social Safety Physiological

Motivating Your Audience Chapter 15: Speaking to Persuade Motivating with Fear Appeals threat to family members credibility of speaker perceived “realness” of the threat Motivating with Positive Appeals promising that good things will happen if the speaker’s advice is followed

Identifying Your Persuasive Purpose Chapter 15: Speaking to Persuade Identifying Your Persuasive Purpose General Purpose Persuade Specific Purpose attitude (learned predisposition to respond favorably or unfavorably) belief (sense of what is true or false) value (enduring conception of right or wrong)

Developing Your Central Idea as a Persuasive Proposition Chapter 15: Speaking to Persuade Developing Your Central Idea as a Persuasive Proposition A proposition is a statement with which the speaker wants their audience to agree. Proposition of Fact true/false Proposition of Value judge worth or importance of something Proposition of Policy advocates specific action, includes should

Strategies for Persuading Your Audience Chapter 15: Speaking to Persuade Strategies for Persuading Your Audience Ethos: Establishing Your Credibility an audience’s perception of a speaker’s competence, trustworthiness, dynamism

Strategies for Persuading Your Audience Logos: Using Evidence and Reasoning proof consists of both evidence and the conclusions you draw (reasoning) inductive reasoning arrives at a general conclusion from specific instances deductive reasoning reasoning from a general statement to reach a specific conclusion

Strategies for Persuading Your Audience Chapter 15: Speaking to Persuade Strategies for Persuading Your Audience Logos: Using Evidence and Reasoning causal reasoning relate two or more events in such a way as to conclude that one or more of the events caused the others

Logical Fallacies Causal Fallacy Bandwagon Fallacy Either-Or Fallacy Chapter 15: Speaking to Persuade Causal Fallacy Bandwagon Fallacy Either-Or Fallacy Hasty Generalization Personal Attack Red Herring Appeal to Misplaced Authority Non Sequitur

Strategies for Persuading Your Audience Pathos: Using Emotion emotion-arousing verbal messages concrete illustrations and descriptions nonverbal messages

How to Adjust Ideas to People and People to Ideas The Unreceptive Audience don’t immediately announce your persuasive purpose advance your strongest arguments first acknowledge opposing points of view be realistic