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Audience Analysis

Audience Analysis. - By: Someone not named Mr. Blackstone. Four keys to effective persuasion. A. Credibility (ethos) B. Well-reasoned argument (logos) C. Emotion (pathos) D. Audience involvement (ethos) . How to Begin.

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Audience Analysis

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  1. Audience Analysis - By: Someone not named Mr. Blackstone

  2. Four keys to effective persuasion • A. Credibility (ethos) • B. Well-reasoned argument (logos) • C. Emotion (pathos) • D. Audience involvement (ethos)

  3. How to Begin • Formulate a single phrase - one major speech idea - in which your point of view and the response you want are united. Don't use jargon and don't assume that everyone knows what you know. • Example: political campaigns • “Change You Can Believe In” • “Country First” • “The Consistent Conservative” • Ask yourself: What do I want my listeners to know, do, motivate, inspire, change, or to agree with?

  4. Degrees of Persuasion Strongly Opposed ModeratelyOpposed SlightlyOpposed Neutral Slightlyin Favor Moderatelyin Favor Strongly in Favor Persuasion involves any movement by a listener from left to right

  5. Audience Dimensions • Three criteria to consider: • To what degree they knowabout the issue • To what degree they care about the issue • To what degree they agree about the issue

  6. Audience Types Neutral Hostile Favorable Indifferent

  7. Favorable Audiences • Characteristics: • They know. • They care. • They agree. • Needs: • To have feelings deepened/intensified. • To have direction – to do what you want them to do. • Strategies: • Emotional appeals (pathos) • What happens if you (we) lose • Why you (we) need to win • Direction • Tell them what to do.

  8. Neutral Audiences • Characteristics: • They do NOT know. • They are willing to care. • They neither agree nor disagree. • Needs: • Information! • Strategies: • Build ethos – knowledge and care (credibility) • Provide information (logos) • Facts, data, appeals to authority

  9. Indifferent Audiences • Characteristics: • They know. • They do NOT care. • They neither agree nor disagree. • Needs: • To care: • Seriousness of problem • Effects on them • Strategies: • Build ethos – knowledge and care (credibility) • Emotional appeals – • What will happen to them without agreement/action

  10. Hostile Audiences • Characteristics: • They know. • They care. • They do NOT agree. • May not trust you as a result. • Needs: • Open-mindedness, then conviction • Strategies: • Build ethos – knowledge and care (credibility) • Make concessions and stress common ground • Use logic (logos) – facts, data, statistics, appeals to authority

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