unit 15: using persuasive strategies (chapter 17) “speech is power; speech is to persuade, to...
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Unit 15: Using Persuasive Strategies
(Chapter 17)
Unit 15: Using Persuasive Strategies
(Chapter 17)
“Speech is power; Speech is to persuade, to convert, to compel.”
-- Ralph Waldo Emerson
“Speech is power; Speech is to persuade, to convert, to compel.”
-- Ralph Waldo Emerson
PersuasionPersuasion
“…is the process of adjusting ideas to people and people to ideas.”
-- Donald C. Bryant, rhetoric scholar
“…is the process of adjusting ideas to people and people to ideas.”
-- Donald C. Bryant, rhetoric scholar
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Establishing CredibilityEstablishing Credibility
Also known as ethos.Audience’s perception of the speakerVarious dimensions:
Competence - knowledge & skill Trustworthiness - believability & honesty Dynamism - energy level Charisma - charm, talent & magnetism
Also known as ethos.Audience’s perception of the speakerVarious dimensions:
Competence - knowledge & skill Trustworthiness - believability & honesty Dynamism - energy level Charisma - charm, talent & magnetism
CredibilityCredibility
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Enhancing Your CredibilityEnhancing Your Credibility
Well-stressed values and concerns shared with audience.
Well-documented evidence,.Well-organized ideas.Well-managed delivery.
Well-stressed values and concerns shared with audience.
Well-documented evidence,.Well-organized ideas.Well-managed delivery.
Using Logic and Evidence to Persuade
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.
Logos -- formal system of rules to reach a conclusion
Aristotle: “Always prove what you state.”Reasoning: drawing a conclusion from
the evidence.
Types of ReasoningTypes of Reasoning
InductiveDeductiveCausal
InductiveDeductiveCausal
Inductive ReasoningInductive 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.
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.
Testing Inductive ReasoningTesting Inductive Reasoning
Are there enough specific instances to support the conclusion?
Are the specific instances typical?Are the instances recent?
Are there enough specific instances to support the conclusion?
Are the specific instances typical?Are the instances recent?
Inductive Reasoning ExampleInductive Reasoning Example
1. Students are sneezing in dorms and classrooms.
2. Professors are cancelling classes.3. Campus clinic has long waiting lines.
Conclusion: there must be flu on our campus.
1. Students are sneezing in dorms and classrooms.
2. Professors are cancelling classes.3. Campus clinic has long waiting lines.
Conclusion: there must be flu on our campus.
Deductive ReasoningDeductive 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.
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.
Structure of Deductive Reasoning
Structure of Deductive Reasoning
Syllogism -- three part argument1. Major Premise: widely accepted general
statement.2. Minor Premise: specific statement that
applies to the major premise.3. Conclusion: logical outcome, minor
premise exemplifies major premise. The more value the major premise, the
more value the deduction.
Syllogism -- three part argument1. Major Premise: widely accepted general
statement.2. Minor Premise: specific statement that
applies to the major premise.3. Conclusion: logical outcome, minor
premise exemplifies major premise. The more value the major premise, the
more value the deduction.
Testing the Validity of Deductive ReasoningTesting the Validity of Deductive Reasoning
Is the major premise (general statement) true?
Is the minor premise (specific instance) true?
Is the major premise (general statement) true?
Is the minor premise (specific instance) true?
Deductive ReasoningDeductive Reasoning
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Deductive Reasoning: An Example
Deductive Reasoning: An Example
1. All tough drug laws introduced in medium-sized communities result in diminished drug-related crimes. (generally accepted statement)
2. San Marcos, Texas is a medium-sized community. (specific case supporting general statement)
Conclusion: San Marcos should institute tough drug laws.
1. All tough drug laws introduced in medium-sized communities result in diminished drug-related crimes. (generally accepted statement)
2. San Marcos, Texas is a medium-sized community. (specific case supporting general statement)
Conclusion: San Marcos should institute tough drug laws.
Causal ReasoningCausal 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.
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.
Causal ReasoningCausal Reasoning
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Causal ReasoningCausal 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.
Cause to Effect
1. Interest rates have increased this week.
2. The Dow Jones will decrease.
From a known fact to a predicted result.
Causal ResiningCausal Resining
Effect to Cause1. A major earthquack has occurred.2. The cause was a shift in a fault line.
From a known result to a predicted cows.
Effect to Cause1. A major earthquack has occurred.2. The cause was a shift in a fault line.
From a known result to a predicted cows.
Supporting Your Reasoning with Evidence
Supporting Your Reasoning with Evidence
Use factsUse value true examplesUse opinions that enhance credibilityUse sound & reliable statisticsUse reluctant testimony -- shows that
someone has been convincedUse new and specific evidenceUse evidence to tell a story
Use factsUse value true examplesUse opinions that enhance credibilityUse sound & reliable statisticsUse reluctant testimony -- shows that
someone has been convincedUse new and specific evidenceUse evidence to tell a story
Avoid Faulty ReasoningAvoid 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.
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.
Faulty ReasoningFaulty Reasoning
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Avoid Faulty ReasoningAvoid 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)
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)
Avoid Faulty ReasoningAvoid 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)
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)
Use Emotion to PersuadeUse Emotion to Persuade
Can make people feel pleasure or displeasure
Can make people feel energizedCan make people feel dominance
Can make people feel pleasure or displeasure
Can make people feel energizedCan make people feel dominance
Using EmotionUsing Emotion
Use concrete examplesUse emotion-arousing wordsUse nonverbal behaviorUse visual imagesUse metaphors and similesUse appropriate fear appealsUse appeals to a variety of emotionsTap shared beliefs
Use concrete examplesUse emotion-arousing wordsUse nonverbal behaviorUse visual imagesUse metaphors and similesUse appropriate fear appealsUse appeals to a variety of emotionsTap shared beliefs
Organizing Persuasive Messages
Organizing Persuasive Messages
State your strongest arguments firstDo not bury key arguments in the
middleSave action calls for the endConsider presenting both sides of an
issueState and refute counterarguments
State your strongest arguments firstDo not bury key arguments in the
middleSave action calls for the endConsider presenting both sides of an
issueState and refute counterarguments
Strategies for Organizing Persuasive Messages
Strategies for Organizing Persuasive Messages
Problem -- SolutionRefutationCause and EffectMotivated Sequence
Attention Need Satisfaction Visualization Action
Problem -- SolutionRefutationCause and EffectMotivated Sequence
Attention Need Satisfaction Visualization Action
Persuading the Receptive Audience
Persuading the Receptive Audience
Identify with the audienceClearly state your objectiveTell your audience what you want them
to doAsk listeners for an show of supportUse emotional appealsMake it easy for the audience to act
Identify with the audienceClearly state your objectiveTell your audience what you want them
to doAsk listeners for an show of supportUse emotional appealsMake it easy for the audience to act
Persuading the Neutral Audience
Persuading the Neutral Audience
Capture listeners’ attention earlyRefer to common beliefsRelate topic to listeners’ loved onesBe realistic about what can be
accomplished
Capture listeners’ attention earlyRefer to common beliefsRelate topic to listeners’ loved onesBe realistic about what can be
accomplished
Persuading the Unreceptive Audience
Persuading the Unreceptive Audience
Don’t immediately announce you will change their minds
Begin by noting common groundDon’t expect a major change in attitudeAcknowledge their points of viewEstablish credibilityConsider aiming for understanding
rather than action
Don’t immediately announce you will change their minds
Begin by noting common groundDon’t expect a major change in attitudeAcknowledge their points of viewEstablish credibilityConsider aiming for understanding
rather than action