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Prof. WozencraftENG227
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Chapter 8. Communicating Persuasively © 2012 by Bedford/St. Martin's 1
Consider your audience’sfour broader goals:
• security
• recognition
• professional growth
• connectedness
Chapter 8. Communicating Persuasively © 2012 by Bedford/St. Martin's 2
Work within eight constraints:
• ethical
• legal
• political
• informational
• personnel
• financial
• time
• format and tone
Chapter 8. Communicating Persuasively © 2012 by Bedford/St. Martin's 3
Follow six steps tocraft a persuasive argument:
• Identify the elements of a persuasive argument.
• Use the right kinds of evidence.
• Consider opposing viewpoints.
• Appeal to emotions responsibly.
• Decide where to present the claim.
• Understand the role of culture in persuasion.
Chapter 8. Communicating Persuasively © 2012 by Bedford/St. Martin's 4
Understand the three elementsof a persuasive argument:
• The claim—the idea you are communicating.
• The evidence—the facts and judgments that support your claim.
• The reasoning—the logic that you use to derive the claim from the evidence.
Chapter 8. Communicating Persuasively © 2012 by Bedford/St. Martin's 5
Use the right kinds of evidence:
• “commonsense” arguments
• numerical data
• examples
• expert testimony
Chapter 8. Communicating Persuasively © 2012 by Bedford/St. Martin's 6
Consider three ways of meeting possible objections to your argument:
• Show that the opposing argument is based on illogical reasoning or on inaccurate or incomplete facts.
• Show that the opposing argument is valid but less powerful than your own.
• Show how the two arguments can be reconciled.
Understand the role of culture in persuasion:
Chapter 8. Communicating Persuasively © 2012 by Bedford/St. Martin's 7
• Know what each culture regards as a persuasive argument.
• Know how each culture structures a persuasive argument.
Chapter 8. Communicating Persuasively © 2012 by Bedford/St. Martin's 8
Avoid ten common logical fallacies:
• ad hominem argument, or argument against the speaker
• argument from ignorance• appeal to pity• argument from authority• circular argument, or begging the question
Chapter 8. Communicating Persuasively © 2012 by Bedford/St. Martin's 9
Avoid ten common logical fallacies (cont.):
• either-or argument• ad populum argument, or bandwagon
argument• hasty generalization, or inadequate sampling• post hoc reasoning• oversimplifying
Chapter 8. Communicating Persuasively © 2012 by Bedford/St. Martin's 10
Demonstrate four characteristicswhen creating a professional persona:
• cooperativeness• moderation• fair-mindedness• modesty
Chapter 8. Communicating Persuasively © 2012 by Bedford/St. Martin's 11
An example of using words and imagesto create a persuasive argument
Caption: “A young boy works 12-hour days packing mud bricks in Liberia.”
Source: U.S. Department of State, 2009 <www.state.gov/documents/organization/123360.pdf>.
Chapter 8. Communicating Persuasively © 2012 by Bedford/St. Martin's 12
An example of using an imageto convey technical evidence
Source: Insurance Institute for Highway Safety, 2008 <www.iihs.org/ratings/rating.aspx?id5867>.