PERSUASION

PERSUASIONPERSUASIONGet ready to take notes.

These will be helpful for your persuasive speech.

Get ready to take notes. These will be helpful for your

persuasive speech.

What is persuasion?

What is persuasion?

Persuasion is like a VERB.Persuasion is like a VERB.

Persuasion isPersuasion is

1. Bring your audience to believe as you do and/or;

2. influence your audience to take action.

1. Bring your audience to believe as you do and/or;

2. influence your audience to take action.

Answer the following question on your

worksheet.

Answer the following question on your

worksheet.

Where or when do you

use persuasion in your life?

Where or when do you

use persuasion in your life?

Where does persuasion take place?

Where does persuasion take place?

You wish to convince your parents that you should be able to attend a local concert.

You want to convince your teacher that more time is needed to complete a class project.

You wish to show your friends that drinking and driving do not add up to an intelligent way to have a good time.

You wish to convince your parents that you should be able to attend a local concert.

You want to convince your teacher that more time is needed to complete a class project.

You wish to show your friends that drinking and driving do not add up to an intelligent way to have a good time.

Each of these situations calls for you to persuade your audience. In order

to persuade you would have to:

Each of these situations calls for you to persuade your audience. In order

to persuade you would have to:

1. Awaken a belief on the part of your listeners that what you are proposing is a good idea.

2. Show the audience that you have a well-thought-out plan of action available.

3. Be able to convince your audience that your plan of action is realistic and the right thing to do.

4. Be able to “push the right buttons,” or know your audience.

1. Awaken a belief on the part of your listeners that what you are proposing is a good idea.

2. Show the audience that you have a well-thought-out plan of action available.

3. Be able to convince your audience that your plan of action is realistic and the right thing to do.

4. Be able to “push the right buttons,” or know your audience.

Analyze your audienceAnalyze your audienceA. Supportive audience: you start with their

support EX: president, no school

B. Uncommitted audience: neutral EX: jury, extending life expectancy

C. Indifferent audience: have to get them to pay attention

EX: a student who wants to drop out & you have to convince them its important, Sarah getting a new cell phone

A. Opposed audience: against you before you start EX: giving a speech about cell ph.s to the

principal, more homework

A. Supportive audience: you start with their support EX: president, no school

B. Uncommitted audience: neutral EX: jury, extending life expectancy

C. Indifferent audience: have to get them to pay attention

EX: a student who wants to drop out & you have to convince them its important, Sarah getting a new cell phone

A. Opposed audience: against you before you start EX: giving a speech about cell ph.s to the

principal, more homework

Once you determine what kind of audience you have on your issue you need to figure out how to persuade

them.

Through the use of Aristotle's Appeals,

you will persuade your audience.

Once you determine what kind of audience you have on your issue you need to figure out how to persuade

them.

Through the use of Aristotle's Appeals,

you will persuade your audience.

Aristotle, 384 B.C.-322 B.C.Aristotle, 384 B.C.-322 B.C. Greek philosopher &

scientists Logic was designed for

science “for the purpose of attaining the truth”

Philosophized about existence & challenged Plato’s thinking

Greek philosopher & scientists

Logic was designed for science “for the purpose of attaining the truth”

Philosophized about existence & challenged Plato’s thinking

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“Aristotle.” Greek and Latin Authors 800 B.C.-A.D. 1000. 1980. Wilson Web. Lincoln High. 31 Mar. 2008 <http://vnweb.hwwilsonweb.com/hww/results/getResults.jhtml?_DARGS=/hww/results/results_comon.jhtml.>

Appeal to your audienceAppeal to your audience

Logos (logic)Ethos (personal credibility)

Pathos (emotions)

Logos (logic)Ethos (personal credibility)

Pathos (emotions)

LogosLogos Evidence (or proof): anything that establishes a

fact or gives us reasons to believe something. Reasoning: the process of thinking,

understanding, and drawing conclusions about some evidence

Logic: the science of reasoning which uses a system of rules to help one think correctly

Logical appeal: the use of sequence, analysis, organization, and evidence to prove a point and persuade

Evidence (or proof): anything that establishes a fact or gives us reasons to believe something.

Reasoning: the process of thinking, understanding, and drawing conclusions about some evidence

Logic: the science of reasoning which uses a system of rules to help one think correctly

Logical appeal: the use of sequence, analysis, organization, and evidence to prove a point and persuade

Partner workPartner work

The answers that follow the “b/c” is the evidence (or proof).

The process of creating this statement if reasoning.

Making further connections is logic. EX: I deserve this raise b/c…

Your boss said you would get a raise if you worked there for a year, and you have worked there for a year. Therefore, you should get a raise.

The answers that follow the “b/c” is the evidence (or proof).

The process of creating this statement if reasoning.

Making further connections is logic. EX: I deserve this raise b/c…

Your boss said you would get a raise if you worked there for a year, and you have worked there for a year. Therefore, you should get a raise.

Logos (logic)Logos (logic) Inductive reasoning

Reason which begins with specifics and moves toward a generalization is inductive. 

Example:  Several clubs have reported difficulty completing their business during lunch period.  This proves that lunch periods should be longer.

Example: You have never had problems with your Honda and it’s 15 years old. Your neighbor has a Honda and has not had a problem for the first 50,000 miles. Thus, you reason that Hondas are reliable and good cars.

Inductive reasoningReason which begins with specifics and moves toward a generalization is inductive. 

Example:  Several clubs have reported difficulty completing their business during lunch period.  This proves that lunch periods should be longer.

Example: You have never had problems with your Honda and it’s 15 years old. Your neighbor has a Honda and has not had a problem for the first 50,000 miles. Thus, you reason that Hondas are reliable and good cars.

Inductive examplesInductive examples

If he did his homework (specific), then the whole class has done their homework (general); therefore, we shouldn’t have to do another assignment.

My cat is easy to take care of (specific), therefore all cats must be easy to take care of (general).

If he did his homework (specific), then the whole class has done their homework (general); therefore, we shouldn’t have to do another assignment.

My cat is easy to take care of (specific), therefore all cats must be easy to take care of (general).

Logos (logic)Logos (logic)Deductive reasoning

Reason which starts with a general

observation and moves to specifics is deductive.

Example:  When people hurry, inefficiency and poor communication are the results.  Under current conditions clubs must hurry during lunch time meetings.  Therefore, lunch period should be lengthened to allow for better club meetings.

Example: All students (A) go to school (B). You (C) are a student (A). Therefore, you (C) go to school (B).

Deductive reasoningReason which starts with a general

observation and moves to specifics is deductive.

Example:  When people hurry, inefficiency and poor communication are the results.  Under current conditions clubs must hurry during lunch time meetings.  Therefore, lunch period should be lengthened to allow for better club meetings.

Example: All students (A) go to school (B). You (C) are a student (A). Therefore, you (C) go to school (B).

Deductive examplesDeductive examples

If the class is going on a fieldtrip (general), then Tom must be going too (specific).

The law says you must wear a helmet when riding a bike (general). Therefore, Jimmy must be wearing a helmet when he rides a bike (specific).

If the class is going on a fieldtrip (general), then Tom must be going too (specific).

The law says you must wear a helmet when riding a bike (general). Therefore, Jimmy must be wearing a helmet when he rides a bike (specific).

Deductive: SyllogismDeductive: Syllogism

A=B, B=C, THEN C=A (or A=B=C)

Example: (A) To graduate, you need to pass OC . (B) You need to do your informative and persuasive speech to pass OC . Therefore, to graduate (C) you must do your persuasive and informative speech.

A=B, B=C, THEN C=A (or A=B=C)

Example: (A) To graduate, you need to pass OC . (B) You need to do your informative and persuasive speech to pass OC . Therefore, to graduate (C) you must do your persuasive and informative speech.

Deductive: SyllogismDeductive: Syllogism

Another example: How would you use syllogism to

persuade about global warming?

A= global warming is affecting our world

B= we live on the world

C= we will be affected by global warming

Another example: How would you use syllogism to

persuade about global warming?

A= global warming is affecting our world

B= we live on the world

C= we will be affected by global warming

Give your own examples of Inductive and Deductive

reasoning on your worksheet.

Give your own examples of Inductive and Deductive

reasoning on your worksheet.

The example can be about anything.

The example can be about anything.

Logos (logic)Logos (logic) Support your reasons with evidence or proof.

Facts - can be proven. Expert opinions or quotations Definitions - statement of meaning of word or

phrase Statistics - offer scientific support Examples - powerful illustrations Anecdote - incident, often based on writer's

personal experiences Present opposition - and give reasons and evidence

to prove the opposition wrong

Support your reasons with evidence or proof. Facts - can be proven. Expert opinions or quotations Definitions - statement of meaning of word or

phrase Statistics - offer scientific support Examples - powerful illustrations Anecdote - incident, often based on writer's

personal experiences Present opposition - and give reasons and evidence

to prove the opposition wrong

Faulty LogicFaulty Logic

Logic isn’t always right. Sometimes persuasion is used

that is faulty with the hope that the listener will not catch

the illogic.

Logic isn’t always right. Sometimes persuasion is used

that is faulty with the hope that the listener will not catch

the illogic.

As a consumer you must watch for faulty logic.

As a consumer you must watch for faulty logic.

Faulty LogicFaulty Logic1. Causal : making a connection b/c one event

follows another. EX: Pers. sp. is less important b/c it’s after info. sp

2. Bandwagon: suggesting that b/c everyone believes something or does something, it must be valid, accurate, or effective.

EX: Everybody knows that taxes are too high.

3. Either-or: oversimplifying an issue as offering only 2 choices. EX: solution is either getting portables or raising money

4. Hasty Generalization: reaching a conclusion w/o adequate supporting evidence.

EX: One person fails the math test & that means the test was too hard.

1. Causal : making a connection b/c one event follows another. EX: Pers. sp. is less important b/c it’s after info. sp

2. Bandwagon: suggesting that b/c everyone believes something or does something, it must be valid, accurate, or effective.

EX: Everybody knows that taxes are too high.

3. Either-or: oversimplifying an issue as offering only 2 choices. EX: solution is either getting portables or raising money

4. Hasty Generalization: reaching a conclusion w/o adequate supporting evidence.

EX: One person fails the math test & that means the test was too hard.

Faulty LogicFaulty Logic5. Personal Attack: name-calling

EX: “She’s just a republican.”6. Red Herring: irrelevant facts or information

used to distract from the issue.EX: in a sp. to address ID problems, the

speaker talks about the danger of guns7. Appeal to Misplaced Authority: using

someone w/o the appropriate credentials or expertise to endorse an idea or product.

EX: Mrs. Aten endorsing a kind of football

8. Non Sequitur: an idea or logic that doesn’t follow the previous idea or conclusion.

EX: arguing that students should give blood b/c it is final exam week

5. Personal Attack: name-callingEX: “She’s just a republican.”

6. Red Herring: irrelevant facts or information used to distract from the issue.

EX: in a sp. to address ID problems, the speaker talks about the danger of guns

7. Appeal to Misplaced Authority: using someone w/o the appropriate credentials or expertise to endorse an idea or product.

EX: Mrs. Aten endorsing a kind of football

8. Non Sequitur: an idea or logic that doesn’t follow the previous idea or conclusion.

EX: arguing that students should give blood b/c it is final exam week

Faulty Logic ExamplesFaulty Logic Examples

On your worksheet, come up with one example not listed in the PowerPoint for each of the 8 faulty logics. They may be about whatever you would

like as long as they represent the type of faulty logic.

On your worksheet, come up with one example not listed in the PowerPoint for each of the 8 faulty logics. They may be about whatever you would

like as long as they represent the type of faulty logic.

Pathos (emotions)Pathos (emotions) A carefully reasoned argument will be

strengthened by an emotional appeal, especially love, anger, disgust, fear, compassion, and patriotism.

*“feeling” the speech

A carefully reasoned argument will be strengthened by an emotional appeal, especially love, anger, disgust, fear, compassion, and patriotism.

*“feeling” the speech

Pathos (emotions) Examples

Pathos (emotions) Examples

If you loved me you would do this. Gas prices are so high. Doesn’t this anger

or frustrate you nothing is being done about it.

Ads that try to get you to sponsor a child. S.T.O.P. class using your love for your

family to get you to drive safe. News shows showing voting lines to put

fear in you to vote early (news uses fear a lot).

If you loved me you would do this. Gas prices are so high. Doesn’t this anger

or frustrate you nothing is being done about it.

Ads that try to get you to sponsor a child. S.T.O.P. class using your love for your

family to get you to drive safe. News shows showing voting lines to put

fear in you to vote early (news uses fear a lot).

Ethos (personal credibility)Ethos (personal credibility) Convince your audience that you are

honest, unbiased, and well informed.  They will then trust your values and intentions because you have integrity. Honesty: Your audience is looking for you to have a strong

sense of right and wrong. If you have a good reputation with this people are more likely to listen to you. Don’t lie to get your point across.

Competency: Meaning capable of getting the job done. Also, you have a POV that looks at all angles to the issue.

Energy: Through nonverbals like eye contact and gestures,and a strong voice and inflections, a speaker will come across as charismatic.

Convince your audience that you are honest, unbiased, and well informed.  They will then trust your values and intentions because you have integrity. Honesty: Your audience is looking for you to have a strong

sense of right and wrong. If you have a good reputation with this people are more likely to listen to you. Don’t lie to get your point across.

Competency: Meaning capable of getting the job done. Also, you have a POV that looks at all angles to the issue.

Energy: Through nonverbals like eye contact and gestures,and a strong voice and inflections, a speaker will come across as charismatic.

EthosEthos

How does reputation play into ethos? Believable Trustworthy Knowledgeable Makes you the one to listen to over

others

How does reputation play into ethos? Believable Trustworthy Knowledgeable Makes you the one to listen to over

others

Ethos (personal credibility)Ethos (personal credibility)

How can you gain credibility?1. Dress up to show you’re serious2. Be prepared and organized ***3. Do your research and use it in

your speech ***4. Eye contact ***5. Relate to your audience (in your

speech)

How can you gain credibility?1. Dress up to show you’re serious2. Be prepared and organized ***3. Do your research and use it in

your speech ***4. Eye contact ***5. Relate to your audience (in your

speech)

On your worksheet, give an example of your own of

persuasion through pathos.

On your worksheet, give an example of your own of

persuasion through pathos.

Maslow’s Hierarchy of Needs

Maslow’s Hierarchy of Needs

Look at the triangle side.Look at the triangle side.

MotivationMotivation

Whether your purpose is to affect attitude or behavior, you must provide

motivation, an incentive for your audience to believe or act in a certain way. Think about why you do things.

Whether your purpose is to affect attitude or behavior, you must provide

motivation, an incentive for your audience to believe or act in a certain way. Think about why you do things.

What motivates you to:What motivates you to:

Why do you come to school? Why do you say no to drugs? Why do you exercise everyday? Why do you refuse to take notes in

class? Why do you listen to what your parents

tell you to do?

Why do you come to school? Why do you say no to drugs? Why do you exercise everyday? Why do you refuse to take notes in

class? Why do you listen to what your parents

tell you to do?

Fear as motivationFear as motivation

Sometimes the motivation is fear. Sometimes it’s the possibility of a reward.

In many instances, you do something because the behavior satisfies a need or desire.

Whatever the case may be, you wouldn’t have changed without it. Thus, when trying to persuade people you need to appeal to what motivates them.

Sometimes the motivation is fear. Sometimes it’s the possibility of a reward.

In many instances, you do something because the behavior satisfies a need or desire.

Whatever the case may be, you wouldn’t have changed without it. Thus, when trying to persuade people you need to appeal to what motivates them.

1. Physiological Need1. Physiological Need

Are those things that keep a person alive.

Examples: food, water, shelter, sleep

Are those things that keep a person alive.

Examples: food, water, shelter, sleep

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2. Safety Need2. Safety Need

Involve one’s well-being or sense of security. Safety might need to be felt in physical, family, health, money, etc.

Examples: It’s hard to fall asleep until you know the front door is locked.

Involve one’s well-being or sense of security. Safety might need to be felt in physical, family, health, money, etc.

Examples: It’s hard to fall asleep until you know the front door is locked.

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3. Belongingness Need3. Belongingness Need

involve wanting to have friends or to be loved by others

Example: Everyone needs human contact. Everyone needs to feel accepted by others.

involve wanting to have friends or to be loved by others

Example: Everyone needs human contact. Everyone needs to feel accepted by others.

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4. Self-esteem Need4. Self-esteem Need

Refers to the feelings people have about themselves. People need to like themselves. Humans have a need to be respected, to self-respect and to respect others.

Refers to the feelings people have about themselves. People need to like themselves. Humans have a need to be respected, to self-respect and to respect others.

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5. Self-Actualization Need5. Self-Actualization Need

the final level of need, means realizing your full potential. It is the instinctual need of humans to make the most of their unique abilities.

the final level of need, means realizing your full potential. It is the instinctual need of humans to make the most of their unique abilities.

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Actual product slogans. What’s the motivation?Actual product slogans. What’s the motivation?

1. “You can help the victims of the spring tornadoes and thousands of disasters across the country each year by making a financial gift to the Disaster Relief Fund, which enables the Red Cross to provide shelter, food, counseling and other assistance to those in need.”

Self-esteem

1. “You can help the victims of the spring tornadoes and thousands of disasters across the country each year by making a financial gift to the Disaster Relief Fund, which enables the Red Cross to provide shelter, food, counseling and other assistance to those in need.”

Self-esteem

“Hungry? Grab a snickers!”

physiological

“Hungry? Grab a snickers!”

physiological

“Get a great night's sleep on a Dormia foam mattress, designed for orthopedic support.”

physiological

“Get a great night's sleep on a Dormia foam mattress, designed for orthopedic support.”

physiological

“Be all that you can be in the Army.”

Self-actualization

“Be all that you can be in the Army.”

Self-actualization

“You’re in good hands. Allstate.”safety

“You’re in good hands. Allstate.”safety

Article PracticeArticle Practice

Now, you will be given a product and audience that you need to sell to. Use the above four elements to sell your product. Create a 30 second commercial to get your target audience to buy your product. Write down your commercial as you will be presenting them to the class. The following is an example.

Self-esteem

Now, you will be given a product and audience that you need to sell to. Use the above four elements to sell your product. Create a 30 second commercial to get your target audience to buy your product. Write down your commercial as you will be presenting them to the class. The following is an example.

Self-esteem

Example: PRODUCT: hurricane insurance

AUDIENCE: someone living in Nebraska

Example: PRODUCT: hurricane insurance

AUDIENCE: someone living in Nebraska First think about what are you trying to persuade?

“You might think that hurricanes can’t strike the Midwest, but why not? The chances of a hurricane aren’t as small as you think. What if they did strike? Would you be prepared? The solution is in Hurricane Insurance from Hurricane Progressive. This is the only way to make sure that if a hurricane did hit the Midwest you would be prepared. Don’t be left out in the storm; get the insurance that counts incase of a hurricane, Hurricane Insurance from Hurricane Progressive!

First think about what are you trying to persuade?

“You might think that hurricanes can’t strike the Midwest, but why not? The chances of a hurricane aren’t as small as you think. What if they did strike? Would you be prepared? The solution is in Hurricane Insurance from Hurricane Progressive. This is the only way to make sure that if a hurricane did hit the Midwest you would be prepared. Don’t be left out in the storm; get the insurance that counts incase of a hurricane, Hurricane Insurance from Hurricane Progressive!