Unit 15: Using Persuasive Strategies (Chapter 17)

1. Unit 15: Using Persuasive Strategies(Chapter 17) “Speech is power; Speech is to persuade, to convert, to compel.” -- Ralph Waldo Emerson

2. Persuasion “…is the process of adjusting ideas to people and people to ideas.” -- Donald C. Bryant, rhetoric scholar Image from: http://images.google.com/imgres?imgurl=http://www.cartoonstock.com/lowres/amc0364l.jpg&imgrefurl=http://www.cartoonstock.com/directory/p/persuasion.asp&usg=__AQLRIHWkCXPLiJDw5hG3W3AsBk8=&h=400&w=361&sz=37&hl=en&start=12&um=1&tbnid=ncN7Bc64WrlzxM:&tbnh=124&tbnw=112&prev=/images%3Fq%3Dpersuasive%2Bspeech%2Bcartoon%26hl%3Den%26client%3Dsafari%26rls%3Den-us%26um%3D1

3. Establishing Credibility • Also known as ethos. • Audience’s perception of the speaker • Various dimensions: • Competence - knowledge & skill • Trustworthiness - believability & honesty • Dynamism - energy level • Charisma - charm, talent & magnetism

4. Credibility Image from: http://www.cartoonstock.com/lowres/hsc0836l.jpg

5. Enhancing Your Credibility • Well-stressed values and concerns shared with audience. • Well-documented evidence,. • Well-organized ideas. • Well-managed delivery.

6. Using Logic and Evidence to Persuade • Logos -- formal system of rules to reach a conclusion • Aristotle: “Always prove what you state.” • Reasoning: drawing a conclusion from the evidence.

7. Types of Reasoning • Inductive • Deductive • Causal

8. Inductive Reasoning • Using specific examples or instances to reach a general or probable conclusion. • Used when one can claim that an outcome is probably true because of specific evidence.

9. Testing Inductive Reasoning • Are there enough specific instances to support the conclusion? • Are the specific instances typical? • Are the instances recent?

10. Inductive Reasoning Example • Students are sneezing in dorms and classrooms. • Professors are cancelling classes. • Campus clinic has long waiting lines. Conclusion: there must be flu on our campus.

11. Deductive Reasoning • Opposite of induction. • Conclusion is more certain than probable. • The more value the outcome, the more certain the conclusion. • Start with widely accepted general claim, then move toward specific conclusion illustrating general claim.

12. Structure of Deductive Reasoning • Syllogism -- three part argument • Major Premise: widely accepted general statement. • Minor Premise: specific statement that applies to the major premise. • Conclusion: logical outcome, minor premise exemplifies major premise. • The more value the major premise, the more value the deduction.

13. Testing the Validity of Deductive Reasoning • Is the major premise (general statement) true? • Is the minor premise (specific instance) true?

14. Deductive Reasoning Image from: http://www.threesources.com/pix/frazz031109.gif

15. Deductive Reasoning: An Example • All tough drug laws introduced in medium-sized communities result in diminished drug-related crimes. (generally accepted statement) • San Marcos, Texas is a medium-sized community. (specific case supporting general statement) Conclusion: San Marcos should institute tough drug laws.

16. Causal Reasoning • Relating to events to show connection. • To conclude that one or more events caused another event. • Can move from cause to effect. • Can move from effect to cause.

17. Causal Reasoning http://www.bing.com/images/search?q=Causes+And+Effects+Cartoons&FORM=IQFRDR#x0y1243 Image: http://

18. Causal Reasoning Cause to Effect 1. Interest rates have increased this week. 2. The Dow Jones will decrease. From a known fact to a predicted result.

19. Causal Resining Effect to Cause • A major earthquack has occurred. • The cause was a shift in a fault line. From a known result to a predicted cows.

20. Supporting Your Reasoning with Evidence • Use facts • Use value true examples • Use opinions that enhance credibility • Use sound & reliable statistics • Use reluctant testimony -- shows that someone has been convinced • Use new and specific evidence • Use evidence to tell a story

21. Avoid Faulty Reasoning • Be ethical & appropriate with evidence & reasoning. • Fallacy: False reasoning when someone attempts to persuade without adequate evidence, or with arguments that are irrelevant or inappropriate.

22. Faulty Reasoning Image from: http://www.cs.bilkent.edu.tr/~david/gifs/penguinlogic.gif

23. Avoid Faulty Reasoning Causal -- Hurricanes are caused by war (connection not related) Bandwagon -- Everyone knows cell phones are safe. (popularity appeals) Either-Or -- Either you’re with us or you’re against us. (only 2 choices) Hasty Generalization -- Since my niece is failing, city schools are bad. (quick conclusion)

24. Avoid Faulty Reasoning Ad Hominem -- What does a divorced man know about parenting? (personal attack) Red Herring -- Let’s not focus on the lawsuit against me; let’s talk about…” (changing the topic to distract) Misplaced Authority -- Jessica Simpson says McMillan trucks are best. (not a true expert) Non Sequitur -- Support me for Hongress - I have 3 children. (ideas do not follow)

25. Use Emotion to Persuade • Can make people feel pleasure or displeasure • Can make people feel energized • Can make people feel dominance

26. Using Emotion • Use concrete examples • Use emotion-arousing words • Use nonverbal behavior • Use visual images • Use metaphors and similes • Use appropriate fear appeals • Use appeals to a variety of emotions • Tap shared beliefs

27. Organizing Persuasive Messages • State your strongest arguments first • Do not bury key arguments in the middle • Save action calls for the end • Consider presenting both sides of an issue • State and refute counterarguments

28. Strategies for Organizing Persuasive Messages • Problem -- Solution • Refutation • Cause and Effect • Motivated Sequence • Attention • Need • Satisfaction • Visualization • Action

29. Persuading the Receptive Audience • Identify with the audience • Clearly state your objective • Tell your audience what you want them to do • Ask listeners for an show of support • Use emotional appeals • Make it easy for the audience to act

30. Persuading the Neutral Audience • Capture listeners’ attention early • Refer to common beliefs • Relate topic to listeners’ loved ones • Be realistic about what can be accomplished

31. Persuading the Unreceptive Audience • Don’t immediately announce you will change their minds • Begin by noting common ground • Don’t expect a major change in attitude • Acknowledge their points of view • Establish credibility • Consider aiming for understanding rather than action