2. Chapter 15 Objectives
Identify four action goals of persuasive speaking
Distinguish between immediate behavioral purposes and ultimate goals
Describe and utilize persuasive speaking strategies

3. Chapter 15 Objectives
Recall four ethical guidelines for persuasive speaking
State and utilize persuasive speaking skills
Utilize strategies for resisting persuasive appeals

4. What is a Persuasive Presentation?
A message designed strategically to induce change in the audience

5. What is Your Immediate Purpose and Ultimate Goal?
What you intend to accomplish in this particular presentation
Ultimate Goal
A statement of purposes that could be achieved with continuing efforts to persuade

6. Introducing Your Persuasive Presentation
Shape the purpose to the listeners
Determine how much change you can ask for
Decide what strategies you can use to gain the desired result

7. Introducing Your Persuasive Presentation
Analyze the listeners
Asking for too much change can result in the boomerang effect
Decide when to reveal your purpose based on audience support for your purpose

8. Introducing Your Persuasive Presentation
What purposes are persuasive?
Continuance
Deterrence
Adoption
Discontinuance
Difficult to evaluate and measure
Challenging to present

9. Introducing Your Persuasive Presentation
Why should you try to persuade?
Face-to-face persuasion is one of the most effective modes of communication
The classroom is a captive audience

10. How Do You Persuade? Use argument to persuade
A proposition that asserts some course of action
Proposition of fact
Proposition of policy
Proposition of value

11. How Do You Persuade? Evidence and proof Evidence Proof
Examples, surveys, testimony, statistics
Proof
Evidence that is believed by the receiver
Audience has to accept the evidence to make it proof

12. Tests of Evidence Is the evidence consistent with other known facts?
Would another observer draw the same conclusions?
Does the evidence come from unbiased sources?
Is the source qualified on this issue?
Is the evidence based on typical personal experience?

13. Tests of Evidence
Are statistics from a reliable and current source and applied and interpreted appropriately?
Are studies and surveys authoritative, valid, reliable, objective and generalizable?
Are inferences appropriate?
Is important counterevidence overlooked?
Is the presenter credible on this topic?

14. Impact of Culture on Persuasion
Make sure you are sensitive to cultural norms
Adapt your presentation to the expectations of your audience

15. Three Forms of Proof Logical Proof (Logos) Personal Proof (Ethos)
The use of argument and evidence to persuade
Personal Proof (Ethos)
The use of source credibility to persuade
Emotional Proof (Pathos)
The use of narrative to persuade

16. Logical Proof (Logos) Most used type of proof Structured arguments
Inductive arguments
Provide enough specific instances for listener to make inferential leap to a generalization

17. Logical Proof (Logos) Most used type of proof Structured arguments
Inductive arguments
Deductive arguments
Use a general proposition applied to a specific instance to draw a conclusion

18. Logical Proof (Logos) Most used type of proof Structured arguments
Inductive arguments
Deductive arguments
Rebuttals
Arguing against someone else’s position on an issue

19. Source Credibility (Ethos)
Persuasion because you have earned the right to speak
Competence, trustworthiness, dynamism or common ground
Personal power or expertise
Charisma or personality

20. Emotional Proof (Pathos)
Telling stories (narrative) to support your proposition
Can be verbal stories
Can be visual stories
Fear appeals are most common
Should be combined with logical appeals

21. Tips on Organizing Your Arguments
Place your best argument first or last but not in the middle
Present one side of an issue for a friendly audience

22. Tips on Organizing Your Arguments
Present both sides of an issue when the audience might oppose your point of view
Refute opposing arguments known by your audience
Novel arguments have more effect

23. Organizing Your Persuasive Message
Cause/effect
Problem/solution
Topical-sequence
The Monroe motivated sequence
Especially effective when the audience is reluctant to change or accept a proposed action

24. Organizing Your Persuasive Message
The Monroe Motivated Sequence
Attention
Gain audience attention and interest

25. Organizing Your Persuasive Message
The Monroe Motivated Sequence
Attention
Need
Identify a problem and explain how it is relevant to the audience

26. Organizing Your Persuasive Message
The Monroe Motivated Sequence
Attention
Need
Satisfaction
Present information the audience needs to understand in order to solve the problem

27. Organizing Your Persuasive Message
The Monroe Motivated Sequence
Attention
Need
Satisfaction
Visualization
Get audience members to see how they can take part in a solution with benefits for them and others

28. Organizing Your Persuasive Message
The Monroe Motivated Sequence
Attention
Need
Satisfaction
Visualization
Action
Ask the audience to take specific, concrete steps

29. Ethical Considerations
Ethics
A set of principles of right conduct
Accurately cite sources
Respect sources of information
Respect your audience
Respect your opponent

30. How to Resist Persuasion
Avoidance
Be skeptical
Verify claims
Confirm source credibility
Be cautious about accepting a persuasive appeal

31. How to Resist Persuasion
Question the ethical basis of proposed actions
Analyze persuasive claims
Check against fraudulent claims

32. How to Resist Persuasion
Check persuaders words against their actions
Use your freedom of expression and freedom of choice