USING PERSUASIVE STRATEGIES-Ch 19

USING PERSUASIVE STRATEGIESChapter 19 : 

USING PERSUASIVE STRATEGIESChapter 19

Persuasive Strategies : 

Persuasive Strategies To be an audience centered persuasive speaker is to use ethical and effective strategies to adjust your message so that listeners will thoughtfully respond to your presentation. “Persuasion is the process of adjusting ideas to people and people to ideas.” Donald C. Bryant

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Establish and Enhance Your Credibility Use effective logic and evidence to persuade Remember your audience is DIVERSE Avoid Faulty Reasoning Use Emotions to Persuade Strategies to adapt ideas to people, people to ideas Strategies for Organizing Persuasive Messages Using Persuasive Strategies

Establish and Enhance Credibility : 

Establish and Enhance Credibility Credibility is the audience’s perception of a speaker’s competence, trustworthiness, knowledge and dynamism To be credible you must be ethical To be credible you must show that you are informed about or skilled in the subject matter or competence To be credible you must show that people believe you to be honest, or trustworthy Initial credibility is the impression listeners have of you before you speak a word Derived credibility is the perception formed as you speak Terminal credibility is the perception formed once you have concluded your speech

Use Effective Logic and Evidence To Persuade : 

Use Effective Logic and Evidence To Persuade In the words of Aristotle First, you state your case Second, you PROVE your case – the speaker holds the burden of proof Inductive Reasoning The speaker will make a generalization or all encompassing statement based on specific examples, facts, statistics and opinions. Or, the speaker will present an analogy or comparison. Deductive Reasoning (or Syllogism) Major Premise or general statement Minor Premise or a more specific statement linked to the major premise Conclusion that ensures that both the major and minor premise can be supported with evidence

Persuading A Diverse Audience : 

Persuading A Diverse Audience Be APPROPRIATE! Appropriate reasoning Appropriate evidence Appropriate Appeals to Action Appropriate Message Structure Appropriate Delivery Style

Avoid Faulty Reasoning : 

Avoid Faulty Reasoning Causal Fallacy – attempting to persuade without accurate evidence Bandwagon Fallacy – everyone else thinks it’s a good idea Either/Or Fallacy – there are only two options Hasty Generalizations – reaching a conclusion from too little evidence Ad Hominem – attacking personal characteristics

Using Emotion To Persuade : 

Using Emotion To Persuade Use words to help your audience visualize what you are saying Use emotion-arousing words Use non-verbal behavior Use appropriate fear appeals and metaphors or similes Appeals to several emotions Hope, pride, courage Avoid being a demagogue

Ideas to People, People to Ideas : 

Ideas to People, People to Ideas Identify with your audience Clearly state your speaking objective Tell your audience exactly what you want them to do Ask listeners for an immediate show of support Use emotional appeals effectively Make it easy for your listeners to act

Organization of Persuasive Strategies : 

Organization of Persuasive Strategies Problem-solution Refutation, state the opposing view and prove why it is false Cause and Effect The Motivated Sequence Attention Need Satisfaction Visualization Action

Chapter 19 Words To Know : 

Chapter 19 Words To Know Ad hominem Appeal to misplaced authority Bandwagon fallacy Causal reasoning Charisma Competence Conclusion Credibility Deductive Reasoning Demagogue Derived Credibility Dynamism Either/Or Fallacy Example Fallacy Generalization Hasty Generalization Hypothetical Example Inductive Reasoning Initial Credibility Major Premise Minor Premise Myth Non Sequitur Red Herring Reluctant Testimony Syllogism Terminal Credibility Trustworthiness