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CSUF HCOM 100 - PERSUASIVE SPEAKING

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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 OverviewCharacteristics of persuasionCharacteristics of persuasionTypes of persuasionTypes of persuasionCreating a persuasive messageCreating a persuasive messageBuilding credibilityBuilding credibilityCharacteristics of PersuasionCharacteristics of PersuasionDefinition: 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 PersuasionNot coerciveNot coerciveUsually incrementalUsually incrementalSocial 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.InteractiveInteractiveExample: Transactional Model of CommunicationExample: Transactional Model of CommunicationCan be ethicalCan be ethicalEthical 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 PersuasionType of propositionType of propositionFactFactTrue vs. false, yes vs. noTrue vs. false, yes vs. noValueValueOpinions, beliefsOpinions, beliefsPolicyPolicyOpinion and a specific course of actionOpinion and a specific course of actionTypes of Persuasion, cont.Types of Persuasion, cont.By desired outcomeBy desired outcomeConvincingConvincingChange the way the audience Change the way the audience thinksthinksActuatingActuatingMove 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 approachDirect vs. indirect persuasionDirect vs. indirect persuasionCreating the Persuasive MessageCreating the Persuasive MessageSet a clear, persuasive purposeSet a clear, persuasive purposeStructure the message carefullyStructure the message carefully1. Describe the problem1. Describe the problem2. Describe the solution2. Describe the solution3. Describe the desired audience response3. Describe the desired audience responseUse solid evidenceUse solid evidenceCreating the Persuasive MessageCreating the Persuasive MessageAvoid fallacies: an error in logicAvoid fallacies: an error in logicAd hominem: attack on the person instead of the Ad hominem: attack on the person instead of the argumentargumentReduction to the absurd: taking arguments to the Reduction to the absurd: taking arguments to the extreme; exaggeratingextreme; exaggeratingEither-or: sets up false alternatives; reject one and Either-or: sets up false alternatives; reject one and the other followsthe other followsPost-Hoc: one event causes anotherPost-Hoc: one event causes anotherAppeal to authorityAppeal to authorityBandwagon 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 SpeakerAristotleAristotleLogos: logic, clear argumentsLogos: logic, clear argumentsEthos: credibilityEthos: credibilityPathos: appeal to emotionPathos: appeal to emotionBuilding Credibility as a SpeakerBuilding Credibility as a SpeakerCredibility definedCredibility definedBelievabilityBelievabilityBased on perception only, not realityBased on perception only, not reality3 C’s3 C’sCompetence: speakers expertiseCompetence: speakers expertiseCharacter: trustCharacter: trustCharisma: enthusiasm and likeabilityCharisma: enthusiasm and likeabilityGass & Seiter (2003) on CredibilityGass & Seiter (2003) on Credibility Be preparedBe preparedUse proper citationsUse proper citationsFor both other sources and yourselfFor both other sources and yourselfBe honest and sincereBe honest and sincereDisplay goodwillDisplay goodwillCommunicate assertivelyCommunicate assertivelyAvoid powerlessnessAvoid


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CSUF HCOM 100 - PERSUASIVE SPEAKING

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