Persuasion

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Persuasion

• Natalie B. Bryant

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Persuasion

• When a person consciously attempts to influence
  our thinking, feelings, and actions

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Levels of Influence
Behavior
Attitudes
Beliefs
Values
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Persuasive Factors
Opinions of Key People
Evidence logic
Psychological Needs
All 4 are needed for persuasion . . .
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Persuasive Speaking Strategies

• Ethos
• Competent/Qualified
• personal experience
• knowledgeable
• cite outside sources

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Ethos

• Trustworthiness
• honest
• objective
• no cardstacking

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Ethos (cont.)

• Dynamic
• confident
• energetic
• enthusiastic
• concerned

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Psychological Needs
Maslows basic hierarchy of needs . . .
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Persuasive Strategies (cont.)

• Emotional, vivid examples
• Usage of color words
• Fluent, energetic delivery
• Logos - logic
• reasoning
• research
• facts

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Opinions of Key Listeners
Opinions leaders are . . .

• Better educated influential
• More knowledgeable in important areas
• More likely to converse

Microsoft Image
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Principles of Persuasion

• Summary
• keep goals limited, not broad
• achieve incrementally
• place arguments in logical sequence
• motivate the audience by showing importance
• find common ground with audience

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Organizational Formats for the Body of Persuasive
Speeches

• Claim
• Reason 1
• Reason 2
• Reason 3

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Persuasive Body Formats

• Cause-Effect
• Specifics of what happened
• Effects of what happened
• What should be done

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Persuasive Format (cont.)

• Problem - Solution
• Establish problem
• Select BEST solutions
• Plan of action

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Persuasive Formats (cont.)

• Refutational Strategy
• State opposing position
• State your position
• Support your position
• Show how your position undermines theirs

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Persuasive Formats (cont.)

• Comparative - Advantage
• Introduces alternatives
• Compare alternatives
• Compare each and show which has most advantages

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Persuasive Formats (cont.)

• Criteria - Satisfaction
• Set and explain importance of criteria
• Show how your idea/product meets the criteria

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Persuasive Formats (cont.)

• Monroes Motivational Sequence
• Attention, Need, Satisfaction, Visualization,
  Action

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Persuasive Formats (cont.)

• Need Plan (same as Motivational Sequence)
• Establish need
• Present proposal to meet need
• Demonstrate how proposal satisfies need
• Suggest plan to implement proposal

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