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Persuasion

Persuasion. Principles of Speech Chapter 15-16. What is Persuasion?. How have you been persuaded today? Used in all aspects of life Both verbal and non-verbal communication Lets look at some commercials #1 #2 #3 How try to persuade? What is effective or not effective?.

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Persuasion

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  1. Persuasion Principles of Speech Chapter 15-16

  2. What is Persuasion? • How have you been persuaded today? • Used in all aspects of life • Both verbal and non-verbal communication • Lets look at some commercials #1#2#3 • How try to persuade? • What is effective or not effective?

  3. Nine Principles of Persuasion • Persuasion is more likely if goals are limited • Adopt Action • Discontinuance • Deterrence • Continuance

  4. Nine Principles of Persuasion • Persuasion is more permanent if achieved incrementally • We can change, but not overnight • Small moves always better than asking for large changes

  5. Nine Principles of Persuasion • Persuasion is more likely is the audience lacks information on the topic • Persuasion is related to how important the audience considers the topic • Persuasion is more likely if the audience is self motivated in the direction of the message

  6. Nine Principles of Persuasion • Persuasion is more likely if the speaker’s message is consistent with listeners’ values, beliefs, attitudes, and behavior. • Persuasion is more likely is the arguments are paced properly. • Review Toulmin’s model

  7. The Basic T of the Toulmin Model of Argument

  8. Toulmin Model of Argument

  9. Design a T-model • Let’s design a basic argument for why you should buckle up while driving a car.

  10. Nine Principles of Persuasion • Persuasion is more likely if the source is credible • Competence • Demo Involvement • Relate Experience • Cite Research • Character • Charisma

  11. Nine Principles of Persuasion • Persuasion is more likely if the speaker establishes common ground with the audience.

  12. Basic Questions asked in Persuasive Speech • Fact- only work is facts not completely verifiable • Value- may be difficult to defend from different opinions • Policy- show something should be done • Need • Plan • Solution

  13. Prepare and Develop Persuasive Speeches • Research • Anticipate possible objections • Must be able to defend the opposing arguments • Provide Evidence that establishes Proof

  14. Evidence Tests • Consistent known facts • Others same conclusions • Unbiased sources • Qualified source • If personal experience how typical is it • Stats- reliable, comparable, current, applicable, well interpreted • Studies- authoritative, valid, reliable, objective, generalizable • Inferences appropriate to data • Counterevidence overlooked • Presenter credibility

  15. Prepare and Develop Persuasive Speeches • Organize • Should present one side or both? • When present strongest argument? • What best way to organize? • Monroe’s Motivated Sequence

  16. Monroe’s Motivated Sequence • Attention • Need • Satisfaction • Visualization • Action

  17. Prepare and Develop Persuasive Speeches • Supporting Material-Classical Appeals • Pathos (Emotional) • Logos (Logical)- • Reasoning- Deductive, Inductive, Causal, Analogy • Ethos (Ethical) • Mythos (Narrative) • Needs (Maslow’s Hierarchy)

  18. Maslow’s Hierarchy of Needs

  19. Prepare and Develop Persuasive Speeches • Reasoning • Reasoning from Specific Instances (Moving from particular facts to a general conclusion) • Avoid hasty generalization • Wording- qualify your argument • Reinforce- stats and testimony

  20. Prepare and Develop Persuasive Speeches • Reasoning • Reasoning from Principle (Moving from general principle to a specific conclusion) • Will audience accept the principle without evidence? • Support general principle you can then support your minor premise and then conclusion.

  21. Prepare and Develop Persuasive Speeches • Reasoning • Causal Reasoning • Not always a clear link between cause and effect • Two common errors • False cause- “Post hoc, ergo propter hoc” next event caused by first • Assuming only one cause- oversimplify

  22. Prepare and Develop Persuasive Speeches • Reasoning • Analogical Reasoning • Are the two cases being compared essentially alike?

  23. Prepare and Develop Persuasive Speeches • Reasoning • Fallacies • Red Herring • Ad Hominem • Either-Or • Bandwagon • Slippery Slope

  24. Prepare and Develop Persuasive Speeches • Ethics • Accurately cite sources • Respect sources of info • Respect audience • Respect opponent

  25. Sample Persuasive Speech • Watch this speech media\persuasive.mpg • Analyze how the speaker is trying to persuade you? • What techniques are used?

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