persuasion principles of speech chapter 15-16. what is persuasion? how have you been persuaded...
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Persuasion
Principles of SpeechChapter 15-16
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What is Persuasion?
How have you been persuaded today?
Used in all aspects of life Both verbal and non-verbal communication
Lets look at some commercials #1 #2 #3 How try to persuade? What is effective or not effective?
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Nine Principles of Persuasion
Persuasion is more likely if goals are limited
Adopt Action Discontinuance Deterrence Continuance
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Nine Principles of Persuasion
Persuasion is more permanent if achieved incrementally
We can change, but not overnight Small moves always better than asking
for large changes
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Nine Principles of Persuasion
Persuasion is more likely is the audience lacks information on the topic
Persuasion is related to how important the audience considers the topic
Persuasion is more likely if the audience is self motivated in the direction of the message
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Nine Principles of Persuasion
Persuasion is more likely if the speaker’s message is consistent with listeners’ values, beliefs, attitudes, and behavior.
Persuasion is more likely is the arguments are paced properly. • Review Toulmin’s model
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The Basic T of the Toulmin Model of Argument
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Toulmin Model of Argument
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Design a T-model
Let’s design a basic argument for why you should buckle up while driving a car.
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Nine Principles of Persuasion
Persuasion is more likely if the source is credible
Competence• Demo Involvement
• Relate Experience
• Cite Research
Character Charisma
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Nine Principles of Persuasion
Persuasion is more likely if the speaker establishes common ground with the audience.
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Basic Questions asked in Persuasive Speech
Fact- only work is facts not completely verifiable
Value- may be difficult to defend from different opinions
Policy- show something should be done• Need
• Plan
• Solution
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Prepare and Develop Persuasive Speeches
Research
Anticipate possible objections Must be able to defend the opposing
arguments Provide Evidence that establishes Proof
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Evidence Tests Consistent known facts Others same conclusions Unbiased sources Qualified source If personal experience how typical is it Stats- reliable, comparable, current, applicable, well interpreted Studies- authoritative, valid, reliable, objective, generalizable Inferences appropriate to data Counterevidence overlooked Presenter credibility
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Prepare and Develop Persuasive Speeches
Organize
Should present one side or both? When present strongest argument? What best way to organize?
• Monroe’s Motivated Sequence
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Monroe’s Motivated Sequence
Attention Need Satisfaction Visualization Action
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Prepare and Develop Persuasive Speeches
Supporting Material- Classical Appeals
Pathos (Emotional) Logos (Logical)-
• Reasoning- Deductive, Inductive, Causal, Analogy
Ethos (Ethical) Mythos (Narrative) Needs (Maslow’s Hierarchy)
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Maslow’s Hierarchy of Needs
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Prepare and Develop Persuasive Speeches
Reasoning Reasoning from Specific Instances
(Moving from particular facts to a general conclusion)• Avoid hasty generalization
• Wording- qualify your argument
• Reinforce- stats and testimony
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Prepare and Develop Persuasive Speeches
Reasoning Reasoning from Principle (Moving from
general principle to a specific conclusion)• Will audience accept the principle without
evidence?
• Support general principle you can then support your minor premise and then conclusion.
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Prepare and Develop Persuasive Speeches
Reasoning Causal Reasoning
• Not always a clear link between cause and effect
• Two common errors• False cause- “Post hoc, ergo propter hoc” next
event caused by first
• Assuming only one cause- oversimplify
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Prepare and Develop Persuasive Speeches
Reasoning Analogical Reasoning
• Are the two cases being compared essentially alike?
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Prepare and Develop Persuasive Speeches
Reasoning Fallacies
• Red Herring
• Ad Hominem
• Either-Or
• Bandwagon
• Slippery Slope
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Prepare and Develop Persuasive Speeches
Ethics• Accurately cite sources
• Respect sources of info
• Respect audience
• Respect opponent
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Sample Persuasive Speech
Watch this speech media\persuasive.mpg
Analyze how the speaker is trying to persuade you?
What techniques are used?