1. Aristotle’s Methods of Convincing

2. You Can Convince the Audience if…
They perceive the speaker as having high credibility
They are won over by the speaker’s evidence
They are convinced by the speaker’s reasoning
Their emotions are touched by the speaker’s ideas or language

3. Ethics (ethos)
Convince your audience you are fair, honest and well informed
They will come to trust you
Avoid overuse of negatively charged words

4. Which Statement Do You Believe?
“The U.S. State Department needs major changes in organization to fulfill its mission in the 21st century.” (Colin Powell)
“The U.S. state department does not need any major organizational changes in the foreseeable future.” (Stephen King)

5. Which Statement Do You Believe?
“The horror novel is entering a more sophisticated stage as writers develop new character types and plot devices.” (Stephen King)
The horror novel is declining in popularity compared with other forms of popular fiction.” (Colon Powell)

6. Types of Credibility
Initial Credibility: The credibility a speaker has before he or she starts to speak
Derived Credibility: The credibility of the speaker produced by everything he or she says and does during the speech itself
Terminal Credibility: The credibility of the speaker at the end of the speech

7. Establishing Credibility
Explain your competence
Establish common ground with your audience
Deliver your speech fluently, expressively, and with conviction

8. Reason (logos) Support your claims with concrete specific data
Specific to general is known as inductive
General to specific is known as deductive
Support with evidence

9. Types of Evidence Facts can be proven Expert opinions or quotations
Definitions
Statistics
Examples
Anecdote: Lesson learned from experience
Present opposition

10. Emotion (pathos) Emotional appeal adds to your argument
Use description, or narrate an example
Careful word choice

11. Types of Emotional Appeals
Fear
Compassion
Pride
Anger
Guilt
Reverence