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The Art of Persuasion (Ch. 16)

The Art of Persuasion (Ch. 16). Persuasion is…process of motivating someone, through comm., to change a belief, attitude, or behavior. Is not…coercive (instead, motivational) Is incremental ( lattitudes of acceptance/ noncommittment /rejection)

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The Art of Persuasion (Ch. 16)

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  1. The Art of Persuasion (Ch. 16) • Persuasion is…process of motivating someone, through comm., to change a belief, attitude, or behavior. • Is not…coercive (instead, motivational) • Is incremental (lattitudes of acceptance/noncommittment/rejection) • Is Interactive (involves understanding audience; change with you) • Ethical—in best interest, doesn’t mislead

  2. Types of Persuasion By Propositions… • …of FACT (conflicting information) • …of VALUE (explores worth, right/wrong) • …of POLICY (specific action, should/should not) By Outcome… • Convincing (change thinking) • Actuating (change behavior) Direct vs. Indirect

  3. How to Begin Creating Your Speech • What do you want us to DO? (think or act differently?) What’s the PURPOSE? • What’s the Nature of the problem? How does it affect THIS audience? • What’s the solution? • Will it work? • advantage? • Desired Audience Response • What are we to DO? • Direct rewards? Benefits?

  4. Elements of Persuasion:“The Triangle” LOGOS: logical appeal. Stats & Facts PATHOS: Emotional Appeal. Humor, cleverness, cool visuals. ETHOS: credibility. Celebrity endorsements and testimonials.

  5. Importance of AUDIENCE • Key aspects: • Audience understanding • Connect to our lives • Credibility • Common ground • Get the audience to agree with you Elaboration Likelihood Model Central vs. Peripheral Processing

  6. Fallacies (errors in logic) • Bandwagon • Red Herring • Ad hominem • Reduce to absurd • Begging the question • Either/or • Appeal to tradition • slippery slope Fallacies=AVOID

  7. Organization Options • Problem/solution • Est. a problem, offer solution • Could be problem/cause/solution • Refutational Pattern • Key for a hostile audience • Work through counter arguments first • Acknowledge before you slowly refute and build YOUR case • Comparative Advantage Pattern • Audience is aware of a problem already • All agree need a solution…but what? • Your speech focuses on what you see as the BEST option. • (example: ways to quit smoking)

  8. Example Layout • Thesis: In this speech, I plan to show you why you shouldn’t use bleach in your home. • Main point #1: Bleach is an inexpensive, common household cleaner used for a variety of things. • Main point #2: There are many harmful chemicals in bleach that can be hurtful to you and your family. • Main point #3: There are some great non-toxic alternatives to bleach.

  9. Motivated Sequence • Problem • Attention  Introduction • Need (est. the problem)  Main Pt 1 • Solution • Satisfaction step (solution)  Main Pt 2 • Visualization results  Main Pt 3 • Action (direct appeal for action) Conclusion

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