1 speaking to persuade. persuasion definition: art of convincing people to adopt your point of view....
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Speaking to Persuade
Persuasion
Definition: art of convincing people to adopt your point of view.
Psychology: Taps into audience attitudes, beliefs,
and values (impediments) Uses a specific strategy pertaining to
the objective
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Engage the Audience
Audiences process what they hear and think and how they feel/respond
More involvement = higher persuasive power
Consider their needs/prior knowledge Reinforce Correct Educate (fill in the gaps)
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Aristotle’s Approach
Ethos Ethical Credible
Logos Logic Reasoning
Pathos Emotions
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© design Alan Chapman 2001-7, based on Maslow’s Hierarchy of Needs
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Maslow’s Hierarchy of Needs
Esteem needsachievement, status, responsibility, reputation
Self-actualization personal growth and fulfilment
Belongingness and Love needsfamily, affection, relationships, work group, etc.
Safety needs protection, security, order, law, limits, stability, etc.
Biological and Physiological needsbasic life needs - air, food, drink, shelter, warmth, sex, sleep, etc.
Cognitive Dissonance
Definition: Theory that people strive to solve
problems to manage stress/tension in a way that is consistent with their beliefs, values, and morals.
Speaker goal: Create cognitive dissonance in
audience
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Creating and Relieving Cognitive Dissonance Identify existing problem or need that
audience will agree with Need to maintain the environment Effect of aerosol sprays on the environment
Deplete the ozone layer Exposes us to sun’s harmful rays
Convenience of aerosol sprays Audience wants both dissonance Provide solution that meets both needs:
pump sprays
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Whom to Target
Those you most want to reach Not yet decided Against your idea Already in agreement Hostile
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Conduct Audience Analysis
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Three Dimensions Demographics
Individual characteristics Group characteristics
Psychological Previous knowledge Beliefs Attitudes
Contextual When and where? Why are they here?
Demographics Age Gender Race, culture, ethnicity Profession Religion Educational level Relevant qualities/interests Homogeneous/heterogeneous (size, too) Self: similarities/differences
Psychology
What are they thinking? Previous knowledge vs. knowledge needed Knowledge desired vs. knowledge needed Familiar terminology Familiar concepts, processes, tools
Who knows more? You? Them?
Context Voluntary vs. mandatory attendance? Current climate
Midterm exams Flu season Company layoffs
Audience expectations of style Dress Time of day Obstacles or distractions in room
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Contending with Opposition
Directly refute arguments with facts
Use a persuasive strategy
Persuasive Strategies
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Speeches on Questions of Fact
Correct facts/Debunk myths Topical or spatial arrangement “Not all doctors can treat your
condition” DC vs. MD vs. DO
Education Scope of treatment
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Speeches on Questions of Values
Address attitudes and values Change or reinforce current beliefs of
right/wrong or good/bad Requires evidence Topical “Aerobics is the best form of exercise.”
Definition Health benefits Types of aerobic exercise
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Speeches on Questions of Policy
Urge actions and support of policies Uses the word “should” and
answers question: “What should be done about . . .?”
Can be passive: Attain agreement Can be active: Gain immediate
action
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Persuasive Strategies
Monroe’s Motivated Sequence Problem/Solution Statement of Reasons Comparative Advantage
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Monroe’s Motivated Sequence
Attention: Grab audience’s attention at the beginning of your introduction.
Need: Show audience that there is a serious problem that needs action.
Satisfaction: Satisfy the need by presenting a solution and show how your solution works.
Visualization: Paint a picture of results. Help listeners visualize the positive impact. Show how they will personally benefit, if possible.
Action: Request specific action from your listeners. Be specific!!
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Problem/Solution
Useful in questions of policy Demonstrate that the problem
exists Facts Statistics Extent Relation to audience
Present solution
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Statement of Reasons
Used when audience is already favorable or interested
State purpose of presentation State central idea or main point Support central idea with reasons
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Comparative Advantage
Used when audience agrees a problem exists but disagrees on the solution
Show advantages of your solution Compare your solution with others proposed Demonstrate why your solution is superior
Use facts, evidence, reasoning, statistics, etc. Paint a picture of the future
Tips
Hostile audience: change topics Audience in agreement: reinforce
and move to action Audience on the fence or
disagrees/against: wow them with evidence, reasoning, and vivid images
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Conditions Necessary to Persuade
Audience perceptions Credible speaker Quality evidence Logical reasoning Emotional involvement
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Five Dimensions of Speaker Credibility
Competence Composure
Speaker credibility
Sociability Trustworthiness
Extroversion
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Types of Credibility
Initial
Derived
Terminal
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Building Credibility
Speak from conviction Be yourself Use quality information and
sources Show interest in the audience Maintain your composure
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Using Evidence Less credibility—More evidence needed Use facts that anticipate audience
disagreement, argument, or apathy Tips:
Be specific/concrete Be novel Use credible sources Tie evidence to specific point (draw
conclusion for the audience)
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Reasoning:
The art of drawing a conclusion based on sound evidence.
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Types of Reasoning
From specific instances (inductive) From principle (deductive) From cause From analogy
Fallacies of Reasoning
Can persuade if people do not recognize
Can completely eliminate credibility if people do recognize
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Appealing to Emotions (e.g., fear, compassion, pride, anger, guilt, etc.)
Using words that provoke strong feelings Increasing likelihood of audience reaction Enhancing emotional appeal
Use emotional language to produce desired emotion in audience
Develop vivid examples and images Be sincere; use nonverbals
Voice Eye contact
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Ethics and Emotional Appeals
Must use appeals honestly Must be coupled with reason Must avoid name-calling and
abusive language