Chapter 16 The Strategy of Persuasion 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.

Persuasion is. . . the process of influencing another person’s values, beliefs, attitudes, or behaviors.

Types of Influence Oppose Neutral Favor --- -- - + ++ +++ Strongly Moderately Slightly Slightly Moderately Strongly --- -- - + ++ +++

The Pyramid of Persuasion Behavior Attitudes Beliefs Values

Types of Persuasive Speeches Speeches to Convince Speeches to Actuate Speeches to Inspire

Three Modes of Persuasion Ethos: Speaker credibility Logos: Logical appeal Pathos: Emotional appeal The Rhetoric of Aristotle, trans. Lane Cooper (New York: Appleton, 1960) 8.

Persuasive Speaking Strategies. . .

Persuasive Strategies Establish your credibility. Convey competence. Convey trustworthiness. Convey dynamism.

Persuasive Strategies cont. 2. Focus your goals. Limit your goals. Argue incrementally.

Persuasive Strategies cont. 3. Connect with your listeners. Assess listeners’ knowledge of topic. Assess importance to audience. Motivate your listeners. Relate message to listeners’ values.

Persuasive Strategies cont. 4. Organize your arguments. Primacy theory. Recency theory.

Persuasive Strategies cont. 5. Support your ideas. 6. Enhance your emotional appeals. Tap audience values. Use vivid examples. Use emotive language. Use effective delivery.