1. Persuasive Speaking
Chapter 14

2. Characteristics of Persuasion
Persuasion in not coercive
Inartistic vs. artistic proofs
Persuasion is usually incremental
Social Judgment Theory
Anchor
Latitude of acceptance
Latitude of rejection
Latitude of noncommitment

3. Characteristics of Persuasion (Cont.)
Persuasion is interactive
Persuasion 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 audience’s attitude or behavior.

4. The Three Cornerstones of Persuasion
Ethos
When audience members perceive that speaker has integrity and can be trusted.
Credibility
Pathos
Refers to emotional proofs, or reasons to believe something.
We are influenced by our feelings, passions, personal values, and perceptions.

5. The Three Cornerstones of Persuasion (Cont.)
Logos
Rational or logical proofs.
Evidence to support claims in persuasive speeches.

6. Categorizing Types of Persuasion
By types of proposition
Propositions of fact
Propositions of value
Propositions of policy
By desired outcome
Convincing
Actuating
By directness of approach
Direct persuasion
Indirect persuasion

7. Creating the Persuasive Message
Set a clear, persuasive purpose
Structure the message carefully
Describe the problem
Describe the solution
Describe the desired audience response

8. Creating the Persuasive Message (Cont.)
Use solid evidence
Pathos (emotional evidence)
Logos (logical and rational proofs)
Avoid fallacies
Attack on the person instead of the argument
Reduction to the absurd
Either-Or
False cause
Appeal to authority
Bandwagon appeal

9. Adapting to the Audience
Establish common ground
Organize according to the expected response.
Adapt to a hostile audience

10. Building Credibility as a Speaker
Logos (credibility)
Credibility: the believability of a speaker.
Competence
Character
Charisma