Using Persuasive Strategies

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Using Persuasive Strategies

• Chapter 24

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Using Persuasive Strategies

• Establishing Credibility
• Credibility Audiences perception of a speakers
  competence
• Ethos Aristotles term for speaker credibility
• Competence Being considered informed, skilled,
  or knowledgeable
• Trustworthiness Conveying honesty and sincerity
• Charisma/Energy Connecting with audience with
  dynamics of delivery
• What ways can a speaker establish credibility
  during a presentation?

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Using Persuasive Strategies

• Enhancing Credibility
• Initial Credibility
• Impression of your credibility the listeners have
  before you begin to speak
• What type of things can affect this initial
  perception?
• Derived Credibility
• The perception of your credibility your audience
  forms as you present yourself your message
• What can you use to build credibilty during
  presentation?
• Terminal Credibility
• The perception of your credibility at the end of
  the speech

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Using Persuasive Strategies

• Using Logic Evidence to Persuade
• Logos using logic and reasoning to reach
  conclusion
• Use of words stats to convince audience
• In persuasion you must
• 1st state your case
• Make your persuasive claim
• 2nd prove your case
• Present evidence that leads audience to your
  conclusion

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Persuasive Speaking

• Poor example Logos
• The gang problem in Los Angeles is because not
  enough gang members have a bowl of cheerios in
  the morning
• Better examples
• The problem exists due to
• lack of parental supervision,
• high dropout rates,
• lack of after school activities
• Peer pressure, drugs, poverty, racial tension,etc
• You would have a better chance of convincing your
  audience using these reasons

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Using Persuasive Strategies

• Avoiding Faulty Reasoning
• Bandwagon Fallacy
• 2 million people have successfully lost weight
  using the lapband
• You should use it too
• Either/or Fallacy
• Either abortion should be legal
• OR abortion should be banned altogether

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Using Persuasive Strategies

• Avoiding Faulty Reasoning
• Causal Fallacy
• If you came to every class then you will pass the
  course.  But if you dont come to every class,
  you wont pass the course.
• Hasty Generalization
• Drawing a conclusion based on a small sample size
• My father smoked four packs of cigarettes a day
  since age fourteen and lived until age
  sixty-nine.  Therefore, smoking really cant be
  that bad for you

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Using Persuasive Strategies

• Pathos Refers to the emotional appeal
• Emotion is a powerful way to move an audience
• Truth public service announcements
• (Body bags, list of ingredients in cigarettes)
• Emotion creates engagement in an audience
• Fear, Anger, Humor, Patriotism, etc
• Emotions spur us to action (Real life stories)
• Violent video games cause real life violence
• Video Link

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Using Persuasive Strategies

• Tips for using emotion to persuade
• Use concrete examples to help listeners visualize
• Use emotion arousing words
• Use non-verbal behavior to communicate your
  emotion
• Use visual images to evoke emotions
• Use metaphors and similies

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Using Persuasive Strategies

• Persuading the receptive audience
• Identify with audience
• Clearly state objective
• Tell audience what you want them to do
• Ask listeners for an immediate show of support
• Make it easy for your listeners to act

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Using Persuasive Strategies

• Persuading the neutral audience
• Capture your listeners attention early in your
  speech
• Refer to beliefs that many listeners share
• Relate your topic to listeners and those they
  care for
• Be realistic about what you can accomplish

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Using Persuasive Strategies

• Persuading the unreceptive audience
• Dont announce your intent to change them
• Focus on most agreeable points first
• Dont expect a major attitude shift from hostile
  audience
• Acknowledge opposing points of view
• Establish your credibility
• Try to open audiences mind to understanding of
  opposing views

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Using Persuasive Strategies

• Organizing your persuasive speech
• 1st Method Three Reasons
• This is the most simple of the structures
• You will make a claim and support it with 3
  separate reasons
• Topic Capital punishment (CP)
• Claim CP is an ineffective means of punishing
  criminals
• Reason 1 CP does not deter crime
• Reason 2 CP costs more money than imprisonment
• Reason 3 CP is inherently racist
• For each reason you will provide evidence,
  support, facts to back it up

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Using Persuasive Strategies

• 2nd Method Problem, Cause, Solution
• Intermediate structure
• 1st you convince audience there is a problem,
• Then uncover the factors responsible for the
  problem
• Finally, provide specific steps that will fix the
  problem
• Each step is a main point for the speech

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Using Persuasive Strategies

• Sample outline (problem, cause, solution)
• Topic Hand washing
• Claim The lack of hand washing is a serious
  health hazard
• Problem Many people dont wash their hands
  regularly it harms
  society
• Cause People dont wash hands because
• They are too busy
• They don't know the potential health risks
• Solution If businesses, organizations and
  individuals followed simple hand
  washing guidelines we could stop this health
  hazard

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Using Persuasive Strategies

• Monroes motivated sequence 5 step structure
• More advances structure builds upon
  problem/cause/solution
• Step 1 Capture the attention of the audience
• You need to have their attention to persuade them
• Step 2 Create the need for change
• You need to establish that a change is needed in
  order to get audience to embrace the idea of it
• We need to drink more water to avoid potential
  health hazards

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Using Persuasive Strategies

• Step 3 Satisfy the need
• Ok change is needed, how do we satisfy need (show
  what can be done)
• Schools, businesses could encourage water instead
  of something else
• Emphasize the benefits of water in our diets
• Step 4 Visualize the results
• Show audience what will happen if the take action
  to satisfy the need by changing
• Drinking water regularly decreases chance of
  cancer,
• heart disease,
• helps with digestion

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Using Persuasive Strategies

• Step 5 Call to action
• Final push to encourage audience to take action
  in order to satisfy the need and make the
  visualized results become reality
• "Drinking 8 glasses of water a day and encourage
  your family and friends to do the same"