Chapter Seventeen: Persuasive Speaking. Ch17: Persuasive Speaking Copyright © 2006 Wadsworth 2

Chapter Seventeen:Chapter Seventeen:Persuasive SpeakingPersuasive Speaking

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Ch17: Persuasive Speaking

Copyright © 2006 Wadsworth

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Understanding Understanding Persuasive SpeakingPersuasive Speaking

Persuasive Speeches

Aim to Change Others’ Attitudes

Attempt to Change People’s Behavior

Aim to Change Thinking

Introduction to Persuasive Speakinghttp://www.public.iastate.edu/~aslagell/spcm212/lect_persuasion.html

Introduction to Persuasive Speakinghttp://www.public.iastate.edu/~aslagell/spcm212/lect_persuasion.html

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Qualities of Persuasive Qualities of Persuasive SpeakingSpeaking

Speaker and Listeners Interact

It is not Coercive

Effect is Incremental Wad

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Three Cornerstones Three Cornerstones of Persuasionof Persuasion

Ethos

Integrity

Trust

Goodwill

Knowledgeable

Commitment

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Eth

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Eth

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Eth

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Eth

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Eth

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Eth

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Eth

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Eth

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Pathos

Personalize Issue

Appeal to Listeners’ Needs and Values

Bring Material Alive

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Pat

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Logos

Forms of Reasoning

Inductive Reasoning

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Logos

Forms of Reasoning

Inductive Reasoning

Deductive Reasoning

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Logos

Toulmin Model

Claim - Speaker’s Assertion

Grounds - Evidence for Claim

Warrant - Link Between Grounds and Claim

Qualifier - Limits Scope of Claim

Rebuttal - Addresses Listeners’ Reservations

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Building CredibilityBuilding Credibility

Understanding Credibility

Another Word for Ethos

Conferred on Speakers by Listeners

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Types of Credibility

Initial Credibility

Derived Credibility

Terminal CredibilityWad

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Enhancing Credibility

State Qualifications

Show Listeners You Care

Appeal to Listeners’ Emotions

Reason Carefully

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Use Effective Supporting Materials

Communicate Verbally and Nonverbally

Your Involvement

Respond to Questions Fairly

Enhancing Credibility

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Organizing Speeches for Organizing Speeches for Persuasive ImpactPersuasive Impact

Motivated Sequence Pattern

Get Listeners’ Attention

Establish the Need

Provide Satisfaction of Need

Visualize the Change

Call Listeners to Action

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Organizing Speeches for Organizing Speeches for Persuasive ImpactPersuasive Impact

One- and Two-Sided Presentations

Listeners’ Expectations

Listeners’ Attitudes

Listeners’ Knowledge

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Guidelines for Effective Guidelines for Effective Persuasive SpeechesPersuasive Speeches

Create Common Ground with Listeners

Adapt to Listeners

Avoid Fallacious Reasoning

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FallaciesFallacies

Ad Hominem Arguments

Post Hoc Ergo Propter Hoc

Bandwagon Appeal

Slippery Slope

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FallaciesFallacies

Hasty Generalization

Red Herring Argument

Either-Or Logic

Reliance on Halo Effect

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Documents

Chapter Seventeen: Persuasive Speaking. Ch17: Persuasive Speaking Copyright © 2006 Wadsworth 2