Methods of Persuasion

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Methods of Persuasion

• 11.6.06

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Building Credibility

• (Read page 400)
• Factors of Credibility
• Competence how an audience regards a speakers
  intelligence, expertise, and knowledge of the
  subject
• Character how an audience regards a speakers
  sincerity, trustworthiness, and concern for the
  well-being of the audience.

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Building Credibility cont

• Types of credibility
• Initial credibility the credibility of the
  speaker before she or he starts to speak
• Derived credibility the credibility of the
  speaker produced by everything she or he says and
  does during the speech itself.
• Terminal credibility The credibility of the
  speaker at the end of the speech.

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Building Credibility cont

• Enhancing credibility
• Explain your competence advertise your
  expertise on a topic. If you researched, say you
  researched.
• Establish common ground with your audience Show
  respect for your listeners

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Building Credibility cont

• Deliver your speech fluently, expressively, and
  with conviction. When you use uh, er, um, you
  are seen as someone who is significantly less
  competent than speakers who are poised and
  dynamic.

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Using Evidence

• Tips for using evidence
• Use specific evidence use numbers
• Use novel evidence
• Use evidence from credible sources
• Make clear the point of your evidence

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Reasoning

• Reasoning the process of drawing a conclusion
  on the basis of evidence.
• Guidelines for reasoning from specific instances
• Avoid generalizing too hastily
• Be careful with wording
• Reinforce your argument with statistics or
  testimony.

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Reasoning cont

• Reasoning from Principle reasoning that moves
  from a general principle to a specific
  conclusion.
• (page 412)
• Guidelines (handout)

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Reasoning cont

• Casual reasoning reasoning that seeks to
  establish the relationship between cause and
  effect.
• Analogical reasoning reasoning in which a
  speaker compares two similar cases and infers
  that what is true for the first case is also true
  for the second.

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Fallacies

• Fallacies an error in reasoning (please avoid)
• Types of fallacies 1. red herring 2. ad hominem
  3. either-or 4. bandwagon 5. slippery slope

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Appealing to Emotions

• What are emotional appeals? They are intended to
  make listeners feel sad, angry, guilty, afraid,
  happy, proud, sympathetic, etc