copyright © allyn & bacon 2004 chapter 16 the strategy of persuasion this multimedia product...

Copyright © Allyn & Bacon 2004

Chapter 16The Strategy of Persuasion

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Persuasion is. . .

the process of influencing another person’s values, beliefs, attitudes, or behaviors.


Types of Influence

Oppose Neutral FavorStrongly Moderately Slightly Slightly Moderately Strongly

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The Pyramid of Persuasion

Behavior

Attitudes

Beliefs

Values


Types of Persuasive Speeches

• Speeches to Convince• Speeches to Actuate• Speeches to Inspire


Three Modes of Persuasion

• Ethos: Speaker credibility• Logos: Logical appeal• Pathos: Emotional appeal

The Rhetoric of Aristotle, trans. Lane Cooper (New York: Appleton, 1960) 8.


Persuasive Speaking Strategies. . .


Persuasive Strategies

1. Establish your credibility.– Convey competence.– Convey trustworthiness.– Convey dynamism.


Persuasive Strategies cont.

2. Focus your goals.– Limit your goals.– Argue incrementally.


Persuasive Strategies cont.3. Connect with your listeners.

– Assess listeners’ knowledge of topic.– Assess importance to audience.– Motivate your listeners.– Relate message to listeners’ values.



4. Organize your arguments.– Primacy theory.– Recency theory.



5. Support your ideas.6. Enhance your emotional appeals.

– Tap audience values.– Use vivid examples.– Use emotive language.– Use effective delivery.

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