Persuasion

1
Chapter 14

• Persuasion

2
Persuasive Speaking

• Persuasive speaking is a process in which a
  speaker presents a message intended to affect an
  audience in specific ways.
• The speaker communicates their position and tries
  to motivate someone to change their beliefs,
  attitudes and behaviors.

3
Two types of P.S.

• Direct The purpose of the persuasion is not
  disguised in any way.
• Indirect The speaker disguises or de-emphasizes
  the speakers purpose in some way. True purpose
  is not known until the end of the speech.

4
Aristotles Rhetorical Proofs

• Logos lo-, gäs -,gos
• Logical support in a speech
• This is your logic, reasoning, and evidence

5
Evidence

• anything that establishes a fact or gives us
  reasons to believe something
• Specific examples, illustrations
• Comparisons/contrasts
• Statistics
• Statements from authority Quotes
• Definitions

6
Reasoning

• The mental process by which humans reach
  conclusions concerning what to believe or what
  course of action to take.
• Popular forms of reasoning are induction and
  deduction.

7
Induction

• The process of reasoning from specific instances
  to make a general conclusion about something.
• Patterns such as Criteria-Satisfaction, Negative
  Method, and Monroes Motivated Sequence.
• Also sign and analogy are inductive.

8
Inductive-Examples

• Criteria-Satisfaction Method
• I. Most of us are likely to agree on the criteria
  for class president.
• II. Jon Medlock meets all three of these
  criteria.III. Therefore, you should vote for
  Jon Medlock for senior class president.

9
Inductive-Examples

• Negative Method
• I. Joe Camel has no real leadership experience.
• II. Crazy Carrie has no real leadership
  experience.
• III. Farmer Bob has little experience but not has
  shown an inclination to be willing to pitch in
  with the work.
• IV. Jon Medlock has leadership experience, has
  proven himself to be a hard worker, and has fresh
  ideas.
• V. Therefore, you should vote for Jon Medlock
  for senior class president.

10
Deduction

• Reasoning from general to specific what is true
  of an entire class of things applies to a
  specific member of that class.
• Syllogism
• All teachers have a college degree
• Mrs. Bartel is a teacher.
• Therefore, Mrs. Bartel has college degree.
• Patterns such as statement of reasons approach,
  problem-solution method, and comparative
  advantage method.

11
Examples-Deductive

• Statement of Reasons Approach
• Thesis Vote for Jon Medlock for senior class
  president.
• I. Jon has proven leadership skills.
• II. Jon is a hard worker who will work for
• you!
• III. Jon has fresh ideal that will benefit
• you!

12
Examples-Deductive

• Problem-Solution
• Thesis Vote for Jon Medlock for senior class
  president.
• I. Our senior class members face several
  problems.
• A. Students do not feel they have any
• input.
• B. Teachers do not respect student
• opinion.

13
Examples-Deductive

• Problem-Solution
• II. Jon Medlock can solve these problems.
• A. Jon can generate student interest.
• B. Jon is respected by faculty.

14
Examples-Deductive

• Comparative Advantage Method
• Thesis Vote for Jon Medlock for senior class
  president.
• Jon has more experience than any other candidate.
• Jon has shown the ability to work harder than any
  other candidate.
• Jons fresh ideas will benefit you more than any
  other candidates ideas will.

15
Fallacies

• Hasty Generalization
• False Premise
• False sign (circumstantial evidence)
• False cause
• False analogy
• Begging the question (circular reasoning)

16
Aristotles Rhetorical Proofs

• Ethos e- thäs Speaker Credibility
• This includes honesty, sincerity, competency,
  credentials, composure, image, dynamism, and
  goodwill
• In your speech this means?
• Prior Ethos vs. Demonstrative Ethos

17
Aristotles Rhetorical Proofs

• Pathos pa-thäs, -tho?s, -thos
• Emotional Appeal
• Arousal of fear, anger, pity, joy, sadness, etc.

18
Audience Analysis

• Favorable/Supportive Audience Tips
• -Use Emotional appeals to intensify your
• listeners support.
• -Get your audience to make a public
• commitment.
• -Provide several specific alternatives for
  action.
• -Prepare your audience to carry your message
• to others.

19
Audience Analysis

• Uncommitted or Neutral Audience Tips
• -Stress attention factors! Why?
• -Stress material that clarifies and
• illuminates your information
• -establish strong credibility
• -use strong logical and emotional
• appeals

20
Audience Analysis

• Indifferent/Apathetic audience
• -captive audiences like this class!
• -Stress attention factors! Why?
• -Stress relevancy factors! Why?
• -Dynamism!

21
Audience Analysis

• Hostile/Opposed Audience Tips
• -Set realistic goals one speech most
• likely will not change everyones
• attitudes/beliefs
• -Stress Common Ground!
• -Extensive logos and establish strong
• ethos
• -DO NOT USE EMOTIONAL APPEALS!

22
Goals of Persuasive Speaking

• Change attitudes-state of mind or emotion toward
  a person or situation (opinion-verbal expression
  of attitude)
• Change beliefs-an unwavering conviction in the
  truth of a statement or in the existence of
  something, especially when supported by evidence
• Change in behavior-call to action

23
Propositions of Persuasion

• Proposition of fact speaker and listener differ
  over the alleged validity of a fact
• Proposition of value Speaker and listener differ
  the validity of a value judgement such as good
  or bad, right or wrong, better or worse,
  justified or unjustified
• Proposition of policy