1. Copyright © Allyn & Bacon 2003 1 Public Speaking: An Audience- Centered Approach 5/e Steven A. Beebe & Susan J. Beebe Steven A. Beebe & Susan J. Beebe 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. Chapter 17 – Using Persuasive Strategies

2. Copyright © Allyn & Bacon 2003 2 Chapter 17 Using Persuasive Strategies Speech is power: Speech is to persuade, to convert, to compel. - Ralph Waldo Emerson Speech is power: Speech is to persuade, to convert, to compel. - Ralph Waldo Emerson

3. Copyright © Allyn & Bacon 2003 3 Establishing Credibility Credibility - Perception of a Speaker’s… Competence Trustworthiness Dynamism

4. Copyright © Allyn & Bacon 2003 4 Enhancing Credibility Initial Credibility Derived Credibility Terminal Credibility

5. Copyright © Allyn & Bacon 2003 5 Enhancing Credibility Initial Credibility Appearance Eye Contact Credentials and Accomplishments

6. Copyright © Allyn & Bacon 2003 6 Enhancing Credibility Derived Credibility Common Ground with Audience Supported Arguments Well-Organized Speech Well-Delivered Speech

7. Copyright © Allyn & Bacon 2003 7 Enhancing Credibility Terminal Credibility Lasting Positive Image End with Eye Contact Be Prepared for Questions

8. Copyright © Allyn & Bacon 2003 8 Using Logic and Evidence to Persuade Logos System of Rules for Making Inferences State Your Case Present Your Evidence Prove Your Case Apply Appropriate ReasoningApply Appropriate Reasoning

9. Copyright © Allyn & Bacon 2003 9 Understanding Types of Reasoning - Inductive Testing Validity Enough Specific Instances?Enough Specific Instances? Specific Instances Typical?Specific Instances Typical? Instances Recent?Instances Recent?

10. Copyright © Allyn & Bacon 2003 10 Understanding Types of Reasoning - Inductive Reasoning By Analogy Conclusions are ProbableConclusions are Probable Tests…Tests… How Alike Are They?How Alike Are They? Is Assertion True?Is Assertion True?

11. Copyright © Allyn & Bacon 2003 11 Understanding Types of Reasoning - Deductive Conclusions are CertainConclusions are Certain SyllogismSyllogism Major PremiseMajor Premise Minor PremiseMinor Premise ConclusionConclusion A=B B=C Therefore… A=C

12. Copyright © Allyn & Bacon 2003 12 Understanding Types of Reasoning - Deductive To Test the Truth of Deductive Argument Is the Major Premise True?Is the Major Premise True? Is the Minor Premise True?Is the Minor Premise True?

13. Copyright © Allyn & Bacon 2003 13 Understanding Types of Reasoning - Causal Reasoning that One Event Caused Another Reason from Cause to EffectReason from Cause to Effect Reason from Effect to Unknown CauseReason from Effect to Unknown Cause

14. Copyright © Allyn & Bacon 2003 14 Persuading the Diverse Audience EvidenceEvidence Appeals to ActionAppeals to Action Message StructureMessage Structure Persuasive Communication StylePersuasive Communication Style

15. Copyright © Allyn & Bacon 2003 15 Supporting Your Reasoning with Evidence FactsFacts InferencesInferences ExamplesExamples OpinionsOpinions StatisticsStatistics

16. Copyright © Allyn & Bacon 2003 16 Avoid Faulty Reasoning Causal FallacyCausal Fallacy Bandwagon FallacyBandwagon Fallacy Either-Or FallacyEither-Or Fallacy Hasty GeneralizationHasty Generalization You know… they are all like that!

17. Copyright © Allyn & Bacon 2003 17 Avoid Faulty Reasoning (cont) Attacking the PersonAttacking the Person Red HerringRed Herring Appeals to Misplaced AuthorityAppeals to Misplaced Authority Non SequiturNon Sequitur

18. Copyright © Allyn & Bacon 2003 18 Using Emotion to Persuade PathosPathos Emotional Responses Along Three LinesEmotional Responses Along Three Lines Pleasure - DispleasurePleasure - Displeasure Arousal - NonarousalArousal - Nonarousal Power - PowerlessnessPower - Powerlessness

19. Copyright © Allyn & Bacon 2003 19 Tips for Using Emotion to Persuade Use Concrete ExamplesUse Concrete Examples Use Emotion-Arousing WordsUse Emotion-Arousing Words Use Effective Nonverbal BehaviorUse Effective Nonverbal Behavior Use Visual ImagesUse Visual Images Use Appropriate Fear AppealsUse Appropriate Fear Appeals

20. Copyright © Allyn & Bacon 2003 20 Tips for Using Emotion to Persuade Use Appeals to Several EmotionsUse Appeals to Several Emotions HopeHope PridePride CourageCourage ReverenceReverence Tap Audience’s Shared MythsTap Audience’s Shared Myths

21. Copyright © Allyn & Bacon 2003 21 Using Emotional Appeals: Ethical Issues No False ClaimsNo False Claims No Misuse of EvidenceNo Misuse of Evidence No Sole Reliance on EmotionNo Sole Reliance on Emotion

22. Copyright © Allyn & Bacon 2003 22 Persuading the Receptive Audience Identify with AudienceIdentify with Audience Clearly State ObjectiveClearly State Objective Tell Audience What You WantTell Audience What You Want Ask for Show of SupportAsk for Show of Support Use Emotional AppealsUse Emotional Appeals Make it Easy for Listeners to ActMake it Easy for Listeners to Act

23. Copyright © Allyn & Bacon 2003 23 Persuading the Neutral Audience Capture Listeners’ AttentionCapture Listeners’ Attention Refer to Shared BeliefsRefer to Shared Beliefs Relate Topic to Listeners and Those They KnowRelate Topic to Listeners and Those They Know Be Realistic in What You Can AccomplishBe Realistic in What You Can Accomplish

24. Copyright © Allyn & Bacon 2003 24 Persuading the Unreceptive Audience Don’t Announce Intent to Change MindsDon’t Announce Intent to Change Minds Note Areas Of AgreementNote Areas Of Agreement Don’t Expect Major ShiftsDon’t Expect Major Shifts Acknowledge Opposing Points of ViewAcknowledge Opposing Points of View Establish CredibilityEstablish Credibility Seek UnderstandingSeek Understanding

25. Copyright © Allyn & Bacon 2003 25 Strategies for Organizing Persuasive Messages Problem-Solution Refutation Cause and Effect Motivated Sequence