Persuasion

Persuasion : 

Persuasion Prepared by Maria Karaan

What is Persuasion? : 

What is Persuasion? the process of motivating someone, through verbal or written communication, to change a particular belief, attitude, or behavior

Purposes of Persuasive Speech : 

Purposes of Persuasive Speech to cause a change in attitude or beliefs (may result in action) to reinforce attitudes or beliefs MUST BE VOLUNTARY

Principles of Persuasive Speaking : 

Principles of Persuasive Speaking

You are more likely to persuade an audience when you are specific about the audience reaction you hope to achieve. : 

You are more likely to persuade an audience when you are specific about the audience reaction you hope to achieve. Analyze the audience What is their paradigm (pattern of thinking)? What is important to them? What are the sources of possible resistance? State your goal (Proposition) State what you want your audience to believe or do. Consider rewording if it calls for a dramatic change. Consider rewording if it seems impractical.

You are more likely to persuade an audience when you give them logical reasons and solid evidence in support of your speech goal (Logical Appeal). : 

You are more likely to persuade an audience when you give them logical reasons and solid evidence in support of your speech goal (Logical Appeal). Finding reasons. Find evidence to support your reasons. Facts Expert Opinion (expert on the subject in question) Test the validity of your reasons. Examine the logical relationship between the proposition and the information presented in support of it.

You are more likely to persuade an audience when your language motivates them (Emotional Appeal). : 

You are more likely to persuade an audience when your language motivates them (Emotional Appeal). Clearly identify the emotions you want your listeners to experience. Select information that will stimulate those emotions in your listeners. Build key ideas with vivid emotional details. Place special effort on building emotional appeal into the introduction and conclusion.

You are more likely to persuade an audience when they view you as a credible source (Ethical Appeal). : 

You are more likely to persuade an audience when they view you as a credible source (Ethical Appeal). Enhance your credibility. Do not resort to the following types of unfairness: distortion slanting quoting out of context name calling

You are more likely to persuade when you organize your material according to the expected audience reaction. : 

You are more likely to persuade when you organize your material according to the expected audience reaction. Patterns of organizing material for your speech: Statement-of-Reasons Pattern: State the proposition and present the reasons. Problem-Solution Pattern: Establish that a problem exists and show that the proposition is a sound solution. Comparative Advantages Pattern: Present the proposition as having advantages over the status quo. Criteria-Satisfaction Pattern: Seek audience agreement on criteria that should be considered when evaluating a proposition then show how the proposition satisfies those criteria. Residues Pattern: Show that, of the several possible courses of action, only your proposition would work. The specific organizational pattern to select depends on its ability to address the current attitude your audience has to your proposition.

Structure of Problem-Solution Pattern : 

Structure of Problem-Solution Pattern Introduction Development of the Problem Development of the Solution Conclusion and Appeal

Introduction : 

Introduction secures attention motivates an audience to understand that they are affected by a problem provides the transition to the explanation of the problem

Development of the Problem (1st Main Point) : 

Development of the Problem (1st Main Point) defines and explains the nature of the problem demonstrates the seriousness of the problem through documented evidence makes the audience “feel” how the problem affects them provides the transition to the solution

Development of the Solution(2nd Main Point) : 

Development of the Solution(2nd Main Point) defines and explains the nature of the solution provides evidence and explanation to show the solution is working or can work explains what you are asking from each member of your audience to make your solution achievable provides the transition to the conclusion

Conclusion and Appeal : 

Conclusion and Appeal reminds your audience once again what your solution is asks the audience to “imagine into their future” concludes with a final appeal of what you desire from each audience member

Outlining your Advocacy : 

Outlining your Advocacy Audience Analysis Provide a general description of your audience. Analyze their paradigm, values, possible sources of openness, possible sources of resistance. Introduction What will you use as a hook? How will you provide transition to the statement of the problem? 1st Main Point Define the nature of the problem. What evidence can you cite to show that the problem is serious? How can you show that your problem affects your audience? 2nd Main Point What is your proposed solution? What concrete steps have to be taken in the actual implementation of your solution? What evidence can you cite to show that your solution will work? What can you tell your audience to persuade them to implement your solution? Conclusion and Appeal What is your final appeal to your audience?