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The PERSUASION Unit

The PERSUASION Unit. Persuasion is a communication process designed to change a receiver’s beliefs or behavior or to move a receiver to action. Sophomore English Spring 2013. PERSUASION. Definition:

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The PERSUASION Unit

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  1. The PERSUASION Unit Persuasion is a communication process designed to change a receiver’s beliefs or behavior or to move a receiver to action Sophomore English Spring 2013

  2. PERSUASION Definition: Persuasion is a communication process designed to change a receiver’s beliefs or behavior or to move a receiver to action Persuasion

  3. DISSONANCE Definition: Dissonance is the state of mental conflict or imbalance when a person realizes he or she has an attitude or behavior that is in conflict with other ideas he or she holds. The persuader tries to make you resolve the conflict in a specific way. Dissonance

  4. COACTIVE vs. COERCIVE • Coactive Persuasion – the persuader shows how your ideas are related to theirs & leads you to agree with their position. • Coercive Persuasion – the persuader tries to get you to do something against your will by use of real or implied threat (Negative – Unethical) Coactive vs. Coercive

  5. The 5 Step Persuasion Process • Step One: • Decide your end goal – what do you want receivers to think or do? • Step Two: • Analyze your receivers – Who are they? What are their needs? How persuadable are they? The 5 Step Process

  6. The 5 Step Persuasion Process • Step Three: • Develop your credibility (believability). Part of the speaker’s image based on the attitude of the receiver toward the sender’s expertness, trustworthiness, and good will toward the audience. • Build on another person’s credibility • Develop your identification with the audience • Explain your experience • Anticipate the receiver’s receptions The 5 Step Process

  7. The 5 Step Persuasion Process • Step Four: • Create the persuasive message • Write your outline & practice!!! • Step Five: • During the speech, adapt the message to the receiver’s attitudes: • Are they… • Hostile? • Doubtful? • Favorable? The 5 Step Process

  8. Motives • What are motives? • The reasons behind our behavior Motives

  9. Human Needs Remember Abraham Maslow’s Hierarchy of Needs from our Intrapersonal Unit??? • How does a speaker motivate an audience to change their attitudes, beliefs, and/or behaviors? • BY APPEALING TO ONE OR MORE OF THEIR BASIC HUMAN NEEDS! Human Needs

  10. The 5 Basic Human Needs: • Physical – need for food, water, sleep • Security – need to feel safe, protected & comfortable • Social – need for acceptance & contact with others • Self-Esteem – need to feel good about oneself • Self-Actualization – need to achieve or accomplish Human Needs

  11. Persuasive Appeals • The 3 Types of Persuasive Appeals: • Pathos(Personal) – an audience is persuaded by the speaker because of his/her appearance, personality, character or knowledge • Logos (Logic) – an audience is persuaded by the speaker’s use of evidence, reasoning, facts, arguments, use of sources & credible research/testimonials • Ethos(Emotional) – an audience is persuaded by the speaker because he/she appeals to their emotions (fear, pride, anger, happiness, sadness, etc.) Persuasive Appeals

  12. Emotional Appeals* All of these emotional appeals can be linked to one or more of the most basic human needs * • Sex Appeal: if you do what is asked, you will be more attractive • Fear Appeal: if you do what is asked, you can prevent something bad from happening • Anger Appeal: if you do what is asked, you can avoid getting upset • Pleasure Appeal: if you do what is asked, you will enjoy yourself • Friendship Appeal: if you do what is asked, you will gain friends Emotional Appeals

  13. Emotional Appeals (cont’d) • Bandwagon Appeal: if you do what is asked, you will be like everyone else & gain acceptance • Status Appeal: if you do what is asked, you’ll gain importance • Altruism Appeal: if you do what is asked, you will help others • Emulation Appeal: if you do what is asked, you’ll be like the person making the appeal Emotional Appeals

  14. Fallacies • What is a fallacy? • An error in reasoning. There are 9 Fallacies that you should avoid during persuasion. Fallacies

  15. Fallacies • Stereotyping – an overgeneralization about someone or something that does not take into account exceptions. It usually refers to a belief held by many people who have not thoroughly examined the facts. • Bandwagon – argues that someone should do something because everyone else is doing it (can be positive or negative) • Name-Calling – a tactic of shifting the attention away from an opponent’s views by abusing or vilifying this or her character Fallacies

  16. Fallacies • Testimonial – when a person who has gained authority in one field is presented as an authority in a completely unrelated field • Begging the Question – refers to drawing a conclusion from statements that are yet to be proven • Red Herring – when an unrelated second issue is brought in to distract attention from a difficult first issue Fallacies

  17. Fallacies • Either-Or-Thinking – an oversimplification that takes only two choices into account • Faulty Cause & Effect Thinking – refers to establishing a false connection between cause & effect • Over Emotion – referring to the use or emotion or over reasoning and facts Fallacies

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