Persuasive SpeakingIntroduction and OverviewCharacteristics of PersuasionComponents of PersuasionComponents of Persuasion, cont.Types of PersuasionTypes of Persuasion, cont.Slide 8Creating the Persuasive MessageSlide 10Building Credibility as a SpeakerSlide 12Slide 13Gass & Seiter (2003) on CredibilityPersuasive SpeakingPersuasive SpeakingIntroduction and OverviewIntroduction and OverviewCharacteristics of persuasionCharacteristics of persuasionTypes of persuasionTypes of persuasionCreating a persuasive messageCreating a persuasive messageBuilding credibilityBuilding credibilityCharacteristics of PersuasionCharacteristics of PersuasionDefinition: the process of motivating someone Definition: the process of motivating someone though communication, to change a belief, though communication, to change a belief, attitude of behavior.attitude of behavior.Components of PersuasionComponents of PersuasionNot coerciveNot coerciveUsually incrementalUsually incrementalSocial Judgment Theory: when members of an Social Judgment Theory: when members of an audience hear a persuasive argument they compare audience hear a persuasive argument they compare it to opinions they already hold.it to opinions they already hold.So…present an opinion that falls within the So…present an opinion that falls within the latitude of noncommitment, then progress.latitude of noncommitment, then progress.Components of Persuasion, cont.Components of Persuasion, cont.InteractiveInteractiveExample: Transactional Model of CommunicationExample: Transactional Model of CommunicationCan be ethicalCan be ethicalEthical persuasion: communication in the best Ethical persuasion: communication in the best interest of the audience that does not depend on interest of the audience that does not depend on false or misleading information to change an false or misleading information to change an audiences attitude of behavior.audiences attitude of behavior.Types of PersuasionTypes of PersuasionType of propositionType of propositionFactFactTrue vs. false, yes vs. noTrue vs. false, yes vs. noValueValueOpinions, beliefsOpinions, beliefsPolicyPolicyOpinion and a specific course of actionOpinion and a specific course of actionTypes of Persuasion, cont.Types of Persuasion, cont.By desired outcomeBy desired outcomeConvincingConvincingChange the way the audience Change the way the audience thinksthinksActuatingActuatingMove the audience to a Move the audience to a specific behaviorspecific behaviorTypes of Persuasion, cont.Types of Persuasion, cont.By directness of approachBy directness of approachDirect vs. indirect persuasionDirect vs. indirect persuasionCreating the Persuasive MessageCreating the Persuasive MessageSet a clear, persuasive purposeSet a clear, persuasive purposeStructure the message carefullyStructure the message carefully1. Describe the problem1. Describe the problem2. Describe the solution2. Describe the solution3. Describe the desired audience response3. Describe the desired audience responseUse solid evidenceUse solid evidenceCreating the Persuasive MessageCreating the Persuasive MessageAvoid fallacies: an error in logicAvoid fallacies: an error in logicAd hominem: attack on the person instead of the Ad hominem: attack on the person instead of the argumentargumentReduction to the absurd: taking arguments to the Reduction to the absurd: taking arguments to the extreme; exaggeratingextreme; exaggeratingEither-or: sets up false alternatives; reject one and Either-or: sets up false alternatives; reject one and the other followsthe other followsPost-Hoc: one event causes anotherPost-Hoc: one event causes anotherAppeal to authorityAppeal to authorityBandwagon appealBandwagon appealBuilding Credibility as a SpeakerBuilding Credibility as a Speaker““A good man speaking well.”A good man speaking well.”QuintillionQuintillionBuilding Credibility as a SpeakerBuilding Credibility as a SpeakerAristotleAristotleLogos: logic, clear argumentsLogos: logic, clear argumentsEthos: credibilityEthos: credibilityPathos: appeal to emotionPathos: appeal to emotionBuilding Credibility as a SpeakerBuilding Credibility as a SpeakerCredibility definedCredibility definedBelievabilityBelievabilityBased on perception only, not realityBased on perception only, not reality3 C’s3 C’sCompetence: speakers expertiseCompetence: speakers expertiseCharacter: trustCharacter: trustCharisma: enthusiasm and likeabilityCharisma: enthusiasm and likeabilityGass & Seiter (2003) on CredibilityGass & Seiter (2003) on Credibility Be preparedBe preparedUse proper citationsUse proper citationsFor both other sources and yourselfFor both other sources and yourselfBe honest and sincereBe honest and sincereDisplay goodwillDisplay goodwillCommunicate assertivelyCommunicate assertivelyAvoid powerlessnessAvoid
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