Stephen E. Lucas C H A P T E R McGraw-Hill © 2007 Stephen E. Lucas. All rights reserved. Methods of Persuasion 16.

Stephen E. LucasStephen E. Lucas

C H A P T E RC H A P T E R

Methods of PersuasionMethods of Persuasion

Slide 2

Methods of PersuasionMethods of Persuasion

• Building credibility

• Using evidence

• Reasoning

• Appealing to emotions

• Building credibility

• Using evidence

• Reasoning

• Appealing to emotions

Slide 3

CredibilityCredibility

The audience's perception of whether a speaker is qualified to speak on a given topic.

Slide 4

EthosEthos

The name used by Aristotle for what modern students of communication refer to as credibility.

Slide 5

Factors of CredibilityFactors of Credibility

• Competence

• Character

• Competence

• Character

Slide 6

CompetenceCompetence

How an audience regards a speaker’s intelligence, expertise, and knowledge of the subject.

Slide 7

CharacterCharacter

How an audience regards a speaker’s sincerity, trustworthiness, and concern for the well-being of the audience.

Slide 8

Types of CredibilityTypes of Credibility

• Initial

• Derived

• Terminal

• Initial

• Derived

• Terminal

Slide 9

Initial CredibilityInitial Credibility

The credibility of a speaker before she or he starts to speak.The credibility of a speaker before she or he starts to speak.

Slide 10

Derived CredibilityDerived Credibility

The credibility of a speaker produced by everything she or he says and does during the speech.

Slide 11

Terminal CredibilityTerminal Credibility

The credibility of a speaker at the end of the speech.The credibility of a speaker at the end of the speech.

Slide 12

Tips for Enhancing CredibilityTips for Enhancing Credibility

• Explain your competence

• Establish common ground with your audience

• Deliver your speeches fluently, expressively, and with conviction

• Explain your competence

• Establish common ground with your audience

• Deliver your speeches fluently, expressively, and with conviction

Slide 13

LogosLogos

The name used by Aristotle for the logical appeal of a speaker. The two major elements of logos are evidence and reasoning.

Slide 14

EvidenceEvidence

Supporting materials used to prove or disprove something.Supporting materials used to prove or disprove something.

Slide 15

Tips for Using EvidenceTips for Using Evidence

• Use specific evidence

• Use novel evidence

• Use evidence from credible sources

• Make clear the point of your evidence

• Use specific evidence

• Use novel evidence

• Use evidence from credible sources

• Make clear the point of your evidence

Slide 16

ReasoningReasoning

The process of drawing a conclusion on the basis of evidence.The process of drawing a conclusion on the basis of evidence.

Slide 17

Four Types of ReasoningFour Types of Reasoning

• Reasoning from specific instances

• Reasoning from principle

• Causal reasoning

• Analogical reasoning

• Reasoning from specific instances

• Reasoning from principle

• Causal reasoning

• Analogical reasoning

Slide 18

Reasoning from Specific Instances

Reasoning that moves from particular facts to a general conclusion.Reasoning that moves from particular facts to a general conclusion.

Slide 19

Guidelines for Reasoning from Specific Instances

• Avoid hasty generalizations• If your evidence does not justify a

sweeping conclusion, qualify your argument

• Reinforce your argument with statistics or testimony

• Avoid hasty generalizations• If your evidence does not justify a

sweeping conclusion, qualify your argument

• Reinforce your argument with statistics or testimony

Slide 20

Reasoning from PrincipleReasoning from Principle

Reasoning that moves from a general principle to a specific conclusion.Reasoning that moves from a general principle to a specific conclusion.

Slide 21

Guidelines for Reasoning from Principle

• Make sure listeners will accept your general principle

• Provide evidence to support your minor premise

• Make sure listeners will accept your general principle

• Provide evidence to support your minor premise

Slide 22

Causal ReasoningCausal Reasoning

Reasoning that seeks to establish the relationship between causes and effects.

Slide 23

Guidelines for Causal Reasoning

• Avoid the fallacy of false cause

• Do not assume that events have only a single cause

• Avoid the fallacy of false cause

• Do not assume that events have only a single cause

Slide 24

Analogical ReasoningAnalogical Reasoning

Reasoning in which a speaker compares two similar cases and infers that what is true for the first case is also true for the second.

Slide 25

Guidelines for Analogical Reasoning

Above all, make sure the two cases being compared are essentially alikeAbove all, make sure the two cases being compared are essentially alike

Slide 26

FallacyFallacy

An error in reasoning.An error in reasoning.

Slide 27

FallaciesFallacies

• Hasty generalization

• False cause

• Invalid analogy

• Red herring

• Hasty generalization

• False cause

• Invalid analogy

• Red herring

Slide 28

FallaciesFallacies

• Ad hominem

• Either-or

• Bandwagon

• Slippery slope

• Ad hominem

• Either-or

• Bandwagon

• Slippery slope

Slide 29

Hasty GeneralizationHasty Generalization

A fallacy in which a speaker jumps to a general conclusion on the basis of insufficient evidence.

Slide 30

Hasty GeneralizationHasty Generalization

“Last year alone three members of our state legislature were convicted of corruption. We can conclude, then, that all of our state's politicians are corrupt.”

Slide 31

False CauseFalse Cause

A fallacy in which a speaker mistakenly assumes that because one event follows another, the first event is the cause of the second.

Slide 32

False CauseFalse Cause

“I'm sure the stock market will rise this year. It usually goes up when the American League wins the World Series.”

Slide 33

Invalid AnalogyInvalid Analogy

An analogy in which the two cases being compared are not essentially alike.

Slide 34

Invalid AnalogyInvalid Analogy

“Of course Lisheng can prepare great Italian food; his Chinese cooking is fabulous.”

Slide 35

Red HerringRed Herring

A fallacy that introduces an irrelevant issue to divert attention from the subject under discussion.

Slide 36

Red Herring Red Herring

“Why should we worry about endangered animal species when thousands of people are killed in automobile accidents each year?”

Slide 37

Ad HominemAd Hominem

A fallacy that attacks the person rather than dealing with the real issue in dispute.

Slide 38

Ad Hominem Ad Hominem

“The governor has a number of interesting economic proposals, but let’s not forget that she comes from a very wealthy family.”

Slide 39

Either-OrEither-Or

A fallacy that forces listeners to choose between two alternatives when more than two alternatives exist.

Slide 40

Either-Or Either-Or

“The government must either raise taxes or reduce services for the poor.”

Slide 41

BandwagonBandwagon

A fallacy that assumes that because something is popular, it is therefore good, correct, or desirable.

Slide 42

Bandwagon Bandwagon

“The President must be correct in his approach to domestic policy; after all, polls show that 60 percent of the people support him.”

Slide 43

Slippery SlopeSlippery Slope

A fallacy that assumes that taking a first step will lead to subsequent steps that cannot be prevented.

Slide 44

Slippery Slope Slippery Slope

“Passing federal laws to control the amount of violence on television is the first step in a process that will result in absolute government control of the media and total censorship over all forms of artistic expression.”

Slide 45

Emotional AppealsEmotional Appeals

Appeals that are intended to make listeners feel sad, angry, guilty, afraid, happy, proud, sympathetic, reverent, or the like.

Slide 46

PathosPathos

The name used by Aristotle for what modern students of communication refer to as emotional appeal.

Slide 47

Tips for Generating Emotional Appeal

• Use emotional language

• Develop vivid examples

• Speak with sincerity and conviction

• Use emotional language

• Develop vivid examples

• Speak with sincerity and conviction

Slide 48

Using Emotional Appeal Ethically

• Make sure emotional appeal is appropriate to the speech topic

• Do not substitute emotional appeal for evidence and reasoning

• Make sure emotional appeal is appropriate to the speech topic

• Do not substitute emotional appeal for evidence and reasoning

Slide 49

Stephen E. Lucas C H A P T E R McGraw-Hill © 2007 Stephen E. Lucas. All rights reserved. Methods of Persuasion 16.

conviction slide

specific evidence

novel evidence

evidence reasoning appealing

terminal credibility

initial credibility

derived credibility

basis of evidence

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