Persuasive Speaking Chapter 14Ethical Persuasion Through speechTypically, there are two desired outcomes of a persuasive speechPersuasion is usually IncrementalContinuum of CogencyAsk the question…How is the Continuum of Cogency like Social Judgment Theory?Tips:But don’t be afraid to assert your opinion.Artistic Appeals; building your persuasive powerArtistic AppealsEthos asks how the audience feels about the speakerPathos; how do you use emotion to persuade?Logos; logical argumentStrengthening your argument.Review of StructureMonroe’s Motivated SequencePersuasive Speaking Chapter 14Adler and Rodman’s definition:“Persuasion: the process of motivating someone, through communication, to change a particular belief, attitude, or behavior.” p. 418Examples…beliefs, attitudes, behavior...Ethical Persuasion Through speechethical persuasion is not coercion or deceitful. “It is communication in the best interest of the audience that does not depend on false or misleading information” - p. 421It is done because we, the speaker, hope some good will come of it.When is persuasion not ethical?Typically, there are two desired outcomes of a persuasive speech1. Convince; change the way an audience members think, or reinforce what they may already believe2. Actuate; move audience members to a specific behavior.a. Adoptionb. discontinuanceIn order to move our audience, we must examine where they are at, and begin from there.Persuasion is usually IncrementalContinuum of CogencyCogency is believability.~examine your audience to find where they stand on an issue~ move them from that pointPeople are often offended if we ask them to leap too far.Continuum of Cogency-Absolute truth, -certainty, -probability, -plausible, -possible, -ounce of truthDiscussion- Is there absolute Truth?Ask the question…What will it take to convince my audience to adopt my opinion? Change their behavior?What do I have to prove for them to believe what I say is true?Answering these questions builds the strength of your argumentQueen of EnglandHow is the Continuum of Cogency like Social Judgment Theory?~both are incrementalStrongly agree= anchorAgree= latitude of acceptanceDon’t care= latitude of noncommitmentStrongly disagree= latitude of rejectionTips:~set realistic, modest goals.~Don’t feel bad if not everyone in the audience walks away believing as you do- it is a gradual process.~ “Social Judgment Theory suggests that the best chance of changing the audience attitudes would come by presenting an argument based on a position that fell somewhere within the listener’s latitude of non-commitment- even if it isn’t the position that you ultimately wanted them to accept” (p. 420).But don’t be afraid to assert your opinion.We all have values and make judgments that we believe are right and better than others.It is ok to tell people what to believe, if you offer good, honest reasons.Artistic Appeals; building your persuasive powerFrom Aristotle1. Ethos- ethical appeal; Character- it makes a difference who is making the appeal2. Pathos- emotional appeal-it makes a difference what the audience feels like about the appeal3. Logos- logical, reasoning appeal-It makes a difference what they thinkArtistic Appeals“The last function of reason is to recognize that there are an infinity of things that surpass it.” -PascalEthos asks how the audience feels about the speaker1. What do they think of your character?Do they see you as trustworthy and credible?2. Do you demonstrate competence? Do you seem smart and knowledgeable?3. Do you have goodwill? (some times called Charisma or Dynamism- enthusiasm)Do you have the audience’s best interest at heart?Pathos; how do you use emotion to persuade?We are emotional beings, and we persuade through using emotion.What emotions do you want the audience to feel?What emotions will you convey as a speaker? ~Use Emotion Appropriately~Logos; logical argumentGive your audience good reasons to believe you.Walk them through the reasoning process. Don’t underestimate the power of a conversion story.- How did you come to hold the opinion your self?Strengthening your argument.Present both sides of any argument, and why your side is better. -this makes you seem more knowledgeable and honest-It shows that your argument can withstand pressure-You never know your own side of a debate, until you truly understand the opposition.Review of StructureSet a clear purposeDescribe the problem-what is the nature of the problem?- how does it affect your audience?Describe the solutionDescribe the desired audience response-how easy is it to do?-what are the rewards?Monroe’s Motivated Sequence~variation on the problem-solution pattern (page 356)I. Attention Step: draws attention to the subjectII. Need Step: establishes the problemIII. Satisfaction Step: proposes a solutionIV. Visualization Step: describes the results of the solution (Utopia)V. Action Step: direct appeal for the audience to do
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