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Building Persuasive Arguments C H A P T E R 9
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Building Persuasive Arguments C H A P T E R 9. What is Persuasion? How Do You Build an Argument? Presentation Overview.

Dec 23, 2015

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Page 1: Building Persuasive Arguments C H A P T E R 9. What is Persuasion? How Do You Build an Argument? Presentation Overview.

Building Persuasive Arguments

C H A P T E R 9

Page 2: Building Persuasive Arguments C H A P T E R 9. What is Persuasion? How Do You Build an Argument? Presentation Overview.

• What is Persuasion?• How Do You Build an Argument?

Presentation Overview

Page 3: Building Persuasive Arguments C H A P T E R 9. What is Persuasion? How Do You Build an Argument? Presentation Overview.

What Is Persuasion?

Persuasion is the process of convincing others to act in a certain way or to accept a viewpoint.

Page 4: Building Persuasive Arguments C H A P T E R 9. What is Persuasion? How Do You Build an Argument? Presentation Overview.

How Do You Build an Argument?

1. Identify your desired outcome.2. Consider the constraints that may impact

your audience.3. Structure the argument.4. Decide on the appropriate medium for

presenting your argument.

Page 5: Building Persuasive Arguments C H A P T E R 9. What is Persuasion? How Do You Build an Argument? Presentation Overview.

Identify Your Desired Outcome

Your desired outcome is what you want to achieve:

To make others listen

To convince them to accept a viewpoint

To influence them to choose one option over another

To inspire them to act

To motivate them to change

Page 6: Building Persuasive Arguments C H A P T E R 9. What is Persuasion? How Do You Build an Argument? Presentation Overview.

Consider the Constraints that May Impact Your Audience• Audience constraints• Workplace constraints

Page 7: Building Persuasive Arguments C H A P T E R 9. What is Persuasion? How Do You Build an Argument? Presentation Overview.

Audience Constraints

Determine by asking: • Are your audience members internal or

external? Where are they in the organizational hierarchy?

• Do you have a relationship with the audience? And if so, is it a positive or negative one?

• How familiar are they with the topic?

Page 8: Building Persuasive Arguments C H A P T E R 9. What is Persuasion? How Do You Build an Argument? Presentation Overview.

Workplace Constraints

Determine by asking:• How much time and money is budgeted to

achieve the outcome?• Is the outcome and the means for achieving it

legal? • Is the outcome and the means for achieving it

ethical?• What is the political climate at your workplace?

Is it likely that your idea will be rejected? Has the idea already been proposed by someone else and rejected?

Page 9: Building Persuasive Arguments C H A P T E R 9. What is Persuasion? How Do You Build an Argument? Presentation Overview.

Structure the ArgumentThe Claim

The Evidence

The Appeal

Page 10: Building Persuasive Arguments C H A P T E R 9. What is Persuasion? How Do You Build an Argument? Presentation Overview.

The Claim

The claim is your desired outcome.

ExampleOur agency needs to purchase 11 six-tier, open-shelf files for the medical records department to replace 15 five-drawer file cabinets.

Downloaded from the World Wide Web, May 1, 2009: http://osulibrary.orst.edu/archives/handbook/chapter2/filing.html

Page 11: Building Persuasive Arguments C H A P T E R 9. What is Persuasion? How Do You Build an Argument? Presentation Overview.

The Evidence

Evidence is information used to support the claim:•Facts•Statistics•Examples•Expert testimony

Page 12: Building Persuasive Arguments C H A P T E R 9. What is Persuasion? How Do You Build an Argument? Presentation Overview.

Facts

A fact can be observed, demonstrated, or measured.

Example The file cabinets take up most of the space in the department, leaving no room for expansion.

The drawers have become so overfilled that they do not close completely and are unsteady.

An employee recently suffered injuries when she was pinned beneath a falling cabinet.

Page 13: Building Persuasive Arguments C H A P T E R 9. What is Persuasion? How Do You Build an Argument? Presentation Overview.

Statistics

Statistics are numerical data.

Example One six-tier, open-shelf file is equal to eight drawers.

Efficiency rating = floor space of filing system (including access space) linear-filing feet capacity

A higher number indicates greater efficiency. A five-drawer file cabinet has an efficiency rating of 0.84, while a six-tier, open-shelf file has an efficiency rating of 1.81 (OSU Archives).

Page 14: Building Persuasive Arguments C H A P T E R 9. What is Persuasion? How Do You Build an Argument? Presentation Overview.

Examples

Examples help audiences •visualize abstract information•remember your arguments•identify with your arguments

Example (of an example)Judy Peters has been working in the medical records department for five years now as a clerk. She is frustrated by the fact that she wastes a few hours every day retrieving and returning files from/to crammed file cabinets. For the past two months, she has had to work overtime each week to complete her duties.

Page 15: Building Persuasive Arguments C H A P T E R 9. What is Persuasion? How Do You Build an Argument? Presentation Overview.

Expert Testimony

As long as it is unbiased, expert testimony can lend your argument credibility.

ExampleCaring Hearts Home Care in nearby Clover Springs recently upgraded to an open-shelf filing system. One of their medical records clerks claims, “The shelves have given us so much more office space; this has sped up the filing process. They also help our office stay better organized. We don’t misplace as many files anymore.”

Page 16: Building Persuasive Arguments C H A P T E R 9. What is Persuasion? How Do You Build an Argument? Presentation Overview.

The Appeal

The appeal consists of all the reasons why the audience should accept the claim. Types of appeals include •appealing to shared goals and values•appealing to common sense•appealing by recognizing the opposing viewpoint/evidence•appealing to the audiences’ emotion

Page 17: Building Persuasive Arguments C H A P T E R 9. What is Persuasion? How Do You Build an Argument? Presentation Overview.

The Appeal

Examples

•Appealing to shared goals and values: An open-shelf filing system would save space, increase efficiency (thereby decreasing overtime), and improve organization.•Appealing to common sense: Without all the overfilled, unsteady drawers, the new system would obviously be safer. •Appealing by recognizing the opposing viewpoint/evidence: The new system would be expensive. However, by eliminating one of the primary causes for overtime, we could recoup this expense. And as we bring in new clients, we would have the room to store their files. •Appealing to the audience’s emotions: Employees like Judy are frustrated with the file cabinet situation and need a new system to help them do their jobs.

Page 18: Building Persuasive Arguments C H A P T E R 9. What is Persuasion? How Do You Build an Argument? Presentation Overview.

Decide on the Appropriate Medium for Presenting Your Argument• Will you present it orally? • Will you present it in writing? If so, what

format will you use?

Page 19: Building Persuasive Arguments C H A P T E R 9. What is Persuasion? How Do You Build an Argument? Presentation Overview.

Questions?