1. Chapter Seventeen: Persuasive Speaking

2. Ch17: Persuasive Speaking Copyright © 2006 Wadsworth 2

3. Ch17: Persuasive Speaking Copyright © 2006 Wadsworth 3 Understanding Persuasive Speaking Persuasive Speeches   Aim to Change Others’ Attitudes   Attempt to Change People’s Behavior   Aim to Change Thinking Introduction to Persuasive Speaking http://www.public.iastate.edu/~aslagell/spcm212/lect_persuasion.html Introduction to Persuasive Speaking http://www.public.iastate.edu/~aslagell/spcm212/lect_persuasion.html

4. Ch17: Persuasive Speaking Copyright © 2006 Wadsworth 4 Qualities of Persuasive Speaking   Speaker and Listeners Interact   It is not Coercive   Effect is Incremental Wadsworth Photo Library

5. Ch17: Persuasive Speaking Copyright © 2006 Wadsworth 5 Three Cornerstones of Persuasion Ethos   Integrity   Trust   Goodwill   Knowledgeable   Commitment Wadsworth Photo Library

6. Ch17: Persuasive Speaking Copyright © 2006 Wadsworth 6 Ethos

7. Ch17: Persuasive Speaking Copyright © 2006 Wadsworth 7 Ethos

8. Ch17: Persuasive Speaking Copyright © 2006 Wadsworth 8 Ethos

9. Ch17: Persuasive Speaking Copyright © 2006 Wadsworth 9 Ethos

10. Ch17: Persuasive Speaking Copyright © 2006 Wadsworth 10 Three Cornerstones of Persuasion Pathos   Personalize Issue   Appeal to Listeners’ Needs and Values   Bring Material Alive

11. Ch17: Persuasive Speaking Copyright © 2006 Wadsworth 11 Pathos

12. Ch17: Persuasive Speaking Copyright © 2006 Wadsworth 12 Pathos

13. Ch17: Persuasive Speaking Copyright © 2006 Wadsworth 13 Pathos

14. Ch17: Persuasive Speaking Copyright © 2006 Wadsworth 14 Three Cornerstones of Persuasion Logos   Forms of Reasoning   Inductive Reasoning

15. Ch17: Persuasive Speaking Copyright © 2006 Wadsworth 15 Three Cornerstones of Persuasion   Logos   Forms of Reasoning   Inductive Reasoning   Deductive Reasoning

16. Ch17: Persuasive Speaking Copyright © 2006 Wadsworth 16 Three Cornerstones of Persuasion Logos   Toulmin Model   Claim - Speaker’s Assertion   Grounds - Evidence for Claim   Warrant - Link Between Grounds and Claim   Qualifier - Limits Scope of Claim   Rebuttal - Addresses Listeners’ Reservations

17. Ch17: Persuasive Speaking Copyright © 2006 Wadsworth 17 Building Credibility Understanding Credibility   Another Word for Ethos   Conferred on Speakers by Listeners

18. Ch17: Persuasive Speaking Copyright © 2006 Wadsworth 18 Building Credibility Types of Credibility   Initial Credibility   Derived Credibility   Terminal Credibility Wadsworth Photo Library

19. Ch17: Persuasive Speaking Copyright © 2006 Wadsworth 19 Building Credibility Enhancing Credibility   State Qualifications   Show Listeners You Care   Appeal to Listeners’ Emotions   Reason Carefully Wadsworth Photo Library

20. Ch17: Persuasive Speaking Copyright © 2006 Wadsworth 20 Building Credibility   Use Effective Supporting Materials   Communicate Verbally and Nonverbally Your Involvement   Respond to Questions Fairly Enhancing Credibility

21. Ch17: Persuasive Speaking Copyright © 2006 Wadsworth 21 Organizing Speeches for Persuasive Impact Motivated Sequence Pattern   Get Listeners’ Attention   Establish the Need   Provide Satisfaction of Need   Visualize the Change   Call Listeners to Action

22. Ch17: Persuasive Speaking Copyright © 2006 Wadsworth 22 Organizing Speeches for Persuasive Impact One- and Two-Sided Presentations   Listeners’ Expectations   Listeners’ Attitudes   Listeners’ Knowledge

23. Ch17: Persuasive Speaking Copyright © 2006 Wadsworth 23 Guidelines for Effective Persuasive Speeches   Create Common Ground with Listeners   Adapt to Listeners   Avoid Fallacious Reasoning

24. Ch17: Persuasive Speaking Copyright © 2006 Wadsworth 24 Fallacies   Ad Hominem Arguments   Post Hoc Ergo Propter Hoc   Bandwagon Appeal   Slippery Slope

25. Ch17: Persuasive Speaking Copyright © 2006 Wadsworth 25 Fallacies   Hasty Generalization   Red Herring Argument   Either-Or Logic   Reliance on Halo Effect Wadsworth Photo Library

26. Ch17: Persuasive Speaking Copyright © 2006 Wadsworth 26