1. Human Communication SECOND EDITION McGraw-Hill © 2006 The McGraw-Hill Companies, Inc. All rights reserved. ◄ Judy C. Pearson  Paul E. Nelson  Scott Titsworth  Lynn Harter ► C H A P T E R EIGHTEEN Persuasive Presentations

2. McGraw-Hill © 2006 The McGraw-Hill Companies, Inc. All rights reserved. ◄ 2 Chapter 18 Objectives Identify four action goals of persuasive speaking Distinguish between immediate behavioral purposes and ultimate goals Describe and utilize persuasive speaking strategies

3. McGraw-Hill © 2006 The McGraw-Hill Companies, Inc. All rights reserved. ◄ 3 Chapter 18 Objectives Recall four ethical guidelines for persuasive speaking State and utilize persuasive speaking skills Utilize strategies for resisting persuasive appeals

4. McGraw-Hill © 2006 The McGraw-Hill Companies, Inc. All rights reserved. ◄ 4 What is Persuasion? An ongoing process in which verbal and nonverbal messages shape, reinforce, and change people’s responses

5. McGraw-Hill © 2006 The McGraw-Hill Companies, Inc. All rights reserved. ◄ 5 What are the Goals of Persuasive Presentations? General and Action Goals –To shape To move toward a behavior –To reinforce Continuance and deterrence –To change Adoption and discontinuance

6. McGraw-Hill © 2006 The McGraw-Hill Companies, Inc. All rights reserved. ◄ 6 What are the Goals of Persuasive Presentations? Immediate Goals –To shape To move toward –To reinforce Keep doing it Don’t do it –To change Start doing it Stop doing it Ultimate Goals –To shape To move toward –To reinforce Continue later Avoid later –To change Start later Stop later

7. McGraw-Hill © 2006 The McGraw-Hill Companies, Inc. All rights reserved. ◄ 7 What Are Some Persuasive Speech Topics? Topics/Issues on which audience members have a position or opinion Your intention determines if the topic is persuasive

8. McGraw-Hill © 2006 The McGraw-Hill Companies, Inc. All rights reserved. ◄ 8 How Do You Persuade an Audience? Motivational Appeals –What our bodies tell us to do –What our minds tell us to do –What other people want us to do

9. McGraw-Hill © 2006 The McGraw-Hill Companies, Inc. All rights reserved. ◄ 9 TRY THIS What motivational appeals tend to work on you? Do you tend to do what others wish for you, or do the wishes of others cause you to rebel? Think carefully about what moves you to action. Do you think the same motivations that influence you also influence your audience?

10. McGraw-Hill © 2006 The McGraw-Hill Companies, Inc. All rights reserved. ◄ 10 How Do You Persuade an Audience? Emotional Appeals –Fear appeals –Testimonials –Appeals to loyalty and dedication –Appeals to patriotism –Appeals to justice

11. McGraw-Hill © 2006 The McGraw-Hill Companies, Inc. All rights reserved. ◄ 11 How Do You Persuade an Audience? Logical Appeals –Propositions –Evidence

12. McGraw-Hill © 2006 The McGraw-Hill Companies, Inc. All rights reserved. ◄ 12 How Do You Persuade an Audience? Organizational Considerations –What’s the best order for presenting arguments, counter arguments, and both sides of the issue? –Monroe’s Motivated Sequence

13. McGraw-Hill © 2006 The McGraw-Hill Companies, Inc. All rights reserved. ◄ 13 How Do You Persuade an Audience?

14. McGraw-Hill © 2006 The McGraw-Hill Companies, Inc. All rights reserved. ◄ 14 How Do You Persuade an Audience? Speaker Credibility –The more credible you are the more impact you have on your audience –Reveal your credibility early in the presentation –If you have high prestige avoid high levels of personal revelation

15. McGraw-Hill © 2006 The McGraw-Hill Companies, Inc. All rights reserved. ◄ 15 How Do You Persuade an Audience? Ethical Considerations –Accurately cite sources –Respect sources of information –Respect your audience –Respect your opponent

16. McGraw-Hill © 2006 The McGraw-Hill Companies, Inc. All rights reserved. ◄ 16 What Are Some Persuasive Speaking Skills? Effective use of evidence –Does your evidence meet the tests of evidence? –Is your evidence believable? Know the major arguments for and against your proposition

17. McGraw-Hill © 2006 The McGraw-Hill Companies, Inc. All rights reserved. ◄ 17 TRY THIS How do you avoid telemarketers? What method of avoiding telemarketers do you find most satisfying? Do you feel guilty about any of your methods of avoidance?

18. McGraw-Hill © 2006 The McGraw-Hill Companies, Inc. All rights reserved. ◄ 18 How to Resist Persuasion Avoidance Be skeptical of all messages Verify claims Confirm source credibility Be cautious about accepting a persuasive appeal

19. McGraw-Hill © 2006 The McGraw-Hill Companies, Inc. All rights reserved. ◄ 19 How to Resist Persuasion Question the ethical basis of proposed actions Analyze persuasive claims Use your values to check against fraudulent claims

20. McGraw-Hill © 2006 The McGraw-Hill Companies, Inc. All rights reserved. ◄ 20 How to Resist Persuasion Check the persuaders words against their actions Use your freedom of expression and freedom of choice