Download Sample

PowerPoint™ Presentation
Prepared by
Diana M. Cooley, Ph.D.
Lone Star College – North Harris
Houston, Texas
Copyright © 2013, 2010, 2007, 2005 Pearson Education, Inc. All Rights Reserved.
Chapter 17
Using
Persuasive
Strategies
This multimedia product and its contents are protected under copyright law. The following are prohibited by law:
• any public performance or display, including transmission of any image over a network;
• preparation of any derivative work, including the extraction, in whole or in part, of any images;
• any rental, lease, or lending of the program.
Copyright © 2013, 2008, 2006 Pearson Education, Inc. All Rights Reserved.
Establishing Credibility
Basic Elements:
• Trustworthiness (integrity)
• Competency (expertise)
• Dynamism (forceful delivery)
Walter Cronkite
in the early days of TV
• Objectivity (unbiased) >
Enhancing Your Credibility
Phases of Your Credibility:
Terminal
Credibility
 Initial
Credibility
• •Before
speak
Goodyou
conclusion
• •Introduction
Eye contact
• Appearance & eye contact
• Poised behavior
 Derived
Credibility
• Prepared
for questions >
•
•
•
•
Common ground
Evidence (citing sources)
Organization
Delivery
Copyright © 2013, 2008, 2006 Pearson Education, Inc. All Rights Reserved.
Using Logic and Evidence to Persuade
AKA: the “Central Route”
 Aristotle: “Any persuasive speech has
two parts:
 First: state your case,
 Second: prove your case”
 In other words:
Aristotle as we know him…
Copyright © 2013, 2008, 2006 Pearson Education, Inc. All Rights Reserved.
 First: present evidence
 Second: use logic to lead your listeners
to the advocated conclusion >
Using Logic and Evidence to Persuade
“Logos” literally means, “the word”
Logos = logic
 Logic is central to all persuasive
speeches
 Logic: a formal system of rules for
making inferences
 Reasoning: the process of drawing a
conclusion from evidence
 Evidence: facts, examples, statistics,
and expert opinions >
Copyright © 2013, 2008, 2006 Pearson Education, Inc. All Rights Reserved.
Types of Reasoning
See figure 17.1, p. 366
 Inductive Reasoning
 From specific to general
 Same as claim pattern
 Reasoning by Analogy
 Uses previous audience
knowledge
 Compares familiar concepts to
unfamiliar concepts
Copyright © 2013, 2008, 2006 Pearson Education, Inc. All Rights Reserved.
 Deductive Reasoning
 From general to specific
 Opposite of claim pattern
 Causal Reasoning
 From cause to effect
 From effect to cause
Persuading the Culturally Diverse Audience
Use appropriate:
Reasoning
 Western – direct, inductive
 High context (Asian) – personal
relationships, deductive
 Middle East – Narrative, emotion –
based appeals >
Copyright © 2013, 2008, 2006 Pearson Education, Inc. All Rights Reserved.
Persuading the Culturally Diverse Audience
Use appropriate:
Evidence
 Western – “observed facts,”
statistics
 Middle Eastern – parables,
dramatic effects
 Hispanic – statistics to back
up stories >
Copyright © 2013, 2008, 2006 Pearson Education,
Inc. All Rights Reserved.
Persuading the Culturally Diverse Audience
Use appropriate:
Appeals to Action
 High context (Asian) – indirect,
implied conclusion
 Low context (US) – conclusion
spelled out explicitly
Persuading the Culturally Diverse Audience
Use appropriate:
Message Structure
 Low context (US) – clear, explicit
link between evidence and
conclusion
Golden Gate Bridge – a very famous structure
Copyright © 2013, 2008, 2006 Pearson Education, Inc. All Rights Reserved.
 High context (Middle East) – less
formal structure, use of narrative in
message development >
Persuading the Culturally Diverse Audience
Use appropriate:
Delivery Style
 Low context (US) – factual,
emotionally controlled
 High context (Hispanic) –
emotionally charged, forceful
delivery >
Future delivery style?
Copyright © 2013, 2008, 2006 Pearson Education, Inc. All Rights Reserved.
Supporting Your Reasoning with Evidence
Types of Evidence
 Statistics – from studies with
valid gathering techniques
 Facts – observed or provable
 Examples – literal or hypothetical
 Opinions – authored by experts >
Copyright © 2013, 2008, 2006 Pearson Education, Inc. All Rights Reserved.
Using Evidence Effectively
Avoid faulty reasoning
• Hasty Generalization: based on too
few examples
• Post hoc (aka “causal”): B followed
A; therefore, A caused B
• Ad Ignoratiam: can’t prove wrong;
must be right
• Ad hominem: attacking person not
argument >
Republican House Leader Paul Ryan
More Faulty Reasoning
• Ad Populum (aka “Bandwagon”):
everyone knows idea is right
• Begging the Question: it is because
it is
• Either/Or Fallacy: oversimplification
of alternatives to a solution
• Slippery Slope—one bad step leads
to another. >
Why does this guy look like my Aunt Teddy?
Yet More Faulty Reasoning
• Red Herring: attacking an issue
with irrelevant facts or arguments
as distractions
• Appeals to Misplaced Authority :
most celebrity endorsements
• Non-Sequitur: the conclusion has
no genuine connection to the
evidence >
Ted Cruz
Joe McCarthy
A coincidental resemblance??
Using Emotion to Persuade
The ultimate “peripheral route” stimulus
Emotional Response Theory:
“…emotional responses…[are]…
classified along three dimensions:
 Pleasure
 Arousal
 Dominance.”
Feelings range along a continuum from:
House Speaker John Boehner
Copyright © 2013, 2008, 2006 Pearson Education, Inc. All Rights Reserved.
 Pleasure to displeasure
 Arousal to non-arousal
 Dominance to powerlessness >
Tips for Using Emotion to Persuade
 Use emotion-arousing words
 Use concrete examples that evoke visualization
 Use nonverbal behavior to communicate your
emotional response
 Use visual images to evoke emotions
 Use appropriate metaphors and similes
 Use appropriate fear appeals
 Consider using appeals to several emotions
 Tap audience members’ beliefs in shared myths
Copyright © 2013, 2008, 2006 Pearson Education, Inc. All Rights Reserved.
Strategies for Adapting to Audience Types
Persuading the Receptive Audience
A “friendly” crowd
Copyright © 2013, 2008, 2006 Pearson Education, Inc. All Rights Reserved.
 Identify with your audience
 Clearly state your speaking objective
 Tell your audience exactly what you
want them to do
 Ask listeners for an immediate show of
support
 Use emotional appeals effectively
 Make it easy for your listeners to act >
Strategies for Adapting to Audience Types
Persuading the Neutral Audience
 Capture your listeners’ attention early
in your speech
 Refer to beliefs that many listeners
share
 Relate your topic not only to your
listeners, but also to their loved ones
 Be realistic about what you can
accomplish >
Copyright © 2013, 2008, 2006 Pearson Education, Inc. All Rights Reserved.
Persuading the Unreceptive Audience
An unreceptive audience…
Copyright © 2013, 2008, 2006 Pearson Education, Inc. All Rights Reserved.
 Avoid revealing plans to change minds
 Note areas of agreement before
discussing areas of disagreement
 Major shifts in attitude from hostile
audiences are unlikely
 Acknowledge opposing points of view
 Establish your credibility
 Consider understanding rather than
advocacy as your goal >
Strategies for Organizing
Persuasive Messages
 For unreceptive audiences, use
your strongest arguments first
 Place key arguments at the
beginning and end
 Save your “call to action” until
the end of your speech
 Acknowledge and refute
counterarguments
Copyright © 2013, 2008, 2006 Pearson Education, Inc. All Rights Reserved.
Table 17.2
Copyright © 2013, 2008, 2006 Pearson Education, Inc. All Rights Reserved.
Organizational Patterns
for Persuasive Messages
Words to remember:
“Laugh, and the world laughs with you.
“Cry…and you get your shirt wet!”
The End
You may now applaud!
Copyright © 2013, 2008, 2006 Pearson Education, Inc. All Rights Reserved.