1. Persuasive Speaking

2. Introduction and Overview
Characteristics of persuasion
Types of persuasion
Creating a persuasive message
Building credibility

3. Characteristics of Persuasion
Definition: the process of motivating someone though communication, to change a belief, attitude of behavior.

4. Components of Persuasion
Not coercive
Usually incremental
Social Judgment Theory: when members of an audience hear a persuasive argument they compare it to opinions they already hold.
So…present an opinion that falls within the latitude of noncommitment, then progress.

5. Components of Persuasion, cont.
Interactive
Example: Transactional Model of Communication
Can be ethical
Ethical persuasion: communication in the best interest of the audience that does not depend on false or misleading information to change an audiences attitude of behavior.

6. Types of Persuasion Type of proposition Fact Value Policy
True vs. false, yes vs. no
Value
Opinions, beliefs
Policy
Opinion and a specific course of action

7. Types of Persuasion, cont.
By desired outcome
Convincing
Change the way the audience thinks
Actuating
Move the audience to a specific behavior

8. Types of Persuasion, cont.
By directness of approach
Direct vs. indirect persuasion

9. Creating the Persuasive Message
Set a clear, persuasive purpose
Structure the message carefully
1. Describe the problem
2. Describe the solution
3. Describe the desired audience response
Use solid evidence

10. Creating the Persuasive Message
Avoid fallacies: an error in logic
Ad hominem: attack on the person instead of the argument
Reduction to the absurd: taking arguments to the extreme; exaggerating
Either-or: sets up false alternatives; reject one and the other follows
Post-Hoc: one event causes another
Appeal to authority
Bandwagon appeal

11. Building Credibility as a Speaker
“A good man speaking well.”
Quintillion

12. Building Credibility as a Speaker
Aristotle
Logos: logic, clear arguments
Ethos: credibility
Pathos: appeal to emotion

13. Building Credibility as a Speaker
Credibility defined
Believability
Based on perception only, not reality
3 C’s
Competence: speakers expertise
Character: trust
Charisma: enthusiasm and likeability

14. Gass & Seiter (2003) on Credibility
Be prepared
Use proper citations
For both other sources and yourself
Be honest and sincere
Display goodwill
Communicate assertively
Avoid powerlessness