1. Chapter 16 The Strategy of Persuasion
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2. Persuasion is. . .
the process of influencing another person’s values, beliefs, attitudes, or behaviors.

3. Types of Influence Oppose Neutral Favor --- -- - + ++ +++
Strongly Moderately Slightly
Slightly Moderately Strongly

4. The Pyramid of Persuasion
Behavior
Attitudes
Beliefs
Values

5. Types of Persuasive Speeches
Speeches to Convince
Speeches to Actuate
Speeches to Inspire

6. Three Modes of Persuasion
Ethos: Speaker credibility
Logos: Logical appeal
Pathos: Emotional appeal
The Rhetoric of Aristotle, trans. Lane Cooper (New York: Appleton, 1960) 8.

7. Persuasive Speaking Strategies. . .

8. Persuasive Strategies
Establish your credibility.
Convey competence.
Convey trustworthiness.
Convey dynamism.

9. Persuasive Strategies cont.
2. Focus your goals.
Limit your goals.
Argue incrementally.

10. Persuasive Strategies cont.
3. Connect with your listeners.
Assess listeners’ knowledge of topic.
Assess importance to audience.
Motivate your listeners.
Relate message to listeners’ values.

11. Persuasive Strategies cont.
4. Organize your arguments.
Primacy theory.
Recency theory.

12. Persuasive Strategies cont.
5. Support your ideas.
6. Enhance your emotional appeals.
Tap audience values.
Use vivid examples.
Use emotive language.
Use effective delivery.