1. Persuasion

2. Persuasive Speaking Demands That You Effectively:
Induce your audience to believe as you do
Influence your audience in order to cause some kind of desired action to take place.
YOUR MAIN PURPOSE IS TO GAIN AS MANY SUPPORTERS AS POSSIBLE!!

3. Audience Analysis Get to know the people who will be listening to you.
Age
Economic status
Gender
Views

4. Target Audience
The intended audience for the ad or persuasive speech---usually defined in terms of specific demographics.
Age
Income
Previous purchases
Media usage

5. Four Types of Audiences
Supportive
Uncommitted
Indifferent
Opposed

6. Supportive Audience Friendly Like you and what you have to say
Ready to support you and your ideas
Don’t need a great deal of information

7. Uncommitted Audience Neutral --- Unbiased and objective
Isn’t for or against you
Simply need information to make up their minds

8. Indifferent Audience Difficult to adapt
Members are apathetic or uninterested toward you
Aren’t opposed to you, but appear bored
Often don’t think what you are saying applies to them
Try to use a dynamic approach, show them how this applies to their life

9. Opposed Audience Potential confrontation
Members are hostile to you, your position, or both
Your objective is to get a fair hearing
Determine what your audience is hostile about
Work with the audience to decrease hostility
COMPROMISE
Convince them you know how they feel
Avoid needless confrontation
Convince them their position has worth

10. Aristotle’s 3 Appeals
Logos
Pathos
Ethos

11. Logos Based on logical thinking
Contains facts, figures, statistics, etc.
Uses neutral language
You use sequence, facts, and analysis in your organization

12. Pathos Emotional appeal Uses loaded highly charged language
Appeals to “feelings”
When you “push a button” in your audience

13. Ethos Based on the character or reputation of a person
Honesty (Integrity, Reputation, Sincerity)
Competency (You can get the job done, Solid work ethic and you value being prepared, Credentials/Qualifications, Composure)
When you show your audience that you have a natural honesty about you and a strong stand regarding right and wrong.