PERSUASIONANDARGUMENT Chapter 15 Copyright © Allyn & Bacon 2009 This multimedia product and its contents are protected under copyright law. The following.

PERSUASIONPERSUASIONAND AND

ARGUMENTARGUMENT

Chapter 15Chapter 15

Copyright © Allyn & Bacon 2009

This multimedia product and its contents are protected under copyright law. The following are prohibited by law:•any public performance or display, including transmission of any image over a network;•preparation of any derivative work, including the extraction, in whole or in part, of any images;•any rental, lease, or lending of the program

Because there has been implanted in us the power to persuade each other … not only have we escaped the life of the wild beasts but we have come together and founded cities and made laws and invented arts. -- Socrates

If all mankind, minus one, were of the one opinion … mankind would be no more justified in silencing that one person than he … would be justified in silencing mankind.

--John Stuart Mill

Persuasion is the art of gaining fair and

favorable consideration for our

points of view

Characteristics of Characteristics of Persuasive SpeakingPersuasive Speaking

Urges a choice among optionsUrges a choice among options Advocates a positionAdvocates a position Supporting material becomes evidenceSupporting material becomes evidence Listeners become agents of changeListeners become agents of change Asks considerable audience commitmentAsks considerable audience commitment Credible leadership is importantCredible leadership is important Often uses emotional appealsOften uses emotional appeals Ethical obligation is highEthical obligation is high


Informative vs. PersuasiveInformative vs. Persuasive


Argumentative vs. Manipulative PersuasionArgumentative vs. Manipulative Persuasion

Manipulative persuasionManipulative persuasion SuggestionSuggestion Colorful imagesColorful images Appealing musicAppealing music Attractive spokespersonsAttractive spokespersons

Argumentative persuasionArgumentative persuasion Builds arguments based on evidenceBuilds arguments based on evidence Relies heavily on logical reasoningRelies heavily on logical reasoning Addresses judgments rather than impulsesAddresses judgments rather than impulses Avoids fallaciesAvoids fallacies


Developing EvidenceDeveloping Evidence

Use facts and figures to justify adviceUse facts and figures to justify advice Use examples to make listeners want to actUse examples to make listeners want to act Use narratives to involve listeners with topicUse narratives to involve listeners with topic Use expert testimony to support your ideasUse expert testimony to support your ideas


Developing ProofsDeveloping Proofs

Logos appeals based on reasonLogos appeals based on reason Pathos appeals based on emotionsPathos appeals based on emotions Ethos appeals based on credibilityEthos appeals based on credibility Mythos appeals based on cultural traditionsMythos appeals based on cultural traditions


Components of EthosComponents of Ethos

CompetenceCompetence CharacterCharacter GoodwillGoodwill Power Power


Sources of EthosSources of Ethos

Ethos of the speakerEthos of the speaker Initial credibility at beginning of a speechInitial credibility at beginning of a speech Emerging credibility evolves during speechEmerging credibility evolves during speech Terminal credibility at end of a speechTerminal credibility at end of a speech

Ethos of sources citedEthos of sources cited Reputation of periodicalsReputation of periodicals Expert testimony valuedExpert testimony valued Lay testimony adds authenticityLay testimony adds authenticity


Using PathosUsing Pathos Portray human dimensions of a problemPortray human dimensions of a problem Examples can develop emotional appealsExamples can develop emotional appeals Personal narratives are most effectivePersonal narratives are most effective Cannot be too obviousCannot be too obvious Negative emotional appeals may backfireNegative emotional appeals may backfire Back them up with informationBack them up with information Keep delivery Keep delivery

understatedunderstated


Proof by MythosProof by Mythos People value cultural identityPeople value cultural identity Evoked by traditional storiesEvoked by traditional stories Evoked by cultural symbolsEvoked by cultural symbols Remind us of heroes or enemiesRemind us of heroes or enemies Calls for patriotism or other cultural assumptionsCalls for patriotism or other cultural assumptions Can have positive or Can have positive or

negative impactnegative impact


Patterns of ReasoningPatterns of Reasoning Reasoning from definitionReasoning from definition

Shared understandingShared understanding Change listeners’ perspectives Change listeners’ perspectives

Reasoning from principleReasoning from principle Deductive reasoningDeductive reasoning General to specificGeneral to specific

Reasoning from realityReasoning from reality Inductive reasoningInductive reasoning Specific to generalSpecific to general

Reasoning from parallel casesReasoning from parallel cases Analogical reasoningAnalogical reasoning Strategic points of comparisonStrategic points of comparison


Reasoning from PrincipleReasoning from Principle

General principle = major premiseGeneral principle = major premise Specific issue = minor premiseSpecific issue = minor premise Conclusion drawn from Conclusion drawn from

relationship between major and relationship between major and minor premisesminor premises

Yes, it’s an enthymeme (a Yes, it’s an enthymeme (a form of syllogism.)form of syllogism.)


Argument from PrincipleArgument from Principle

Audience must accept major premiseAudience must accept major premise Demonstrate relevance of conditionsDemonstrate relevance of conditions Explain relationship between theseExplain relationship between these Keep reasoning free from fallaciesKeep reasoning free from fallacies Conclusion should offer clear directionConclusion should offer clear direction


Reasoning from RealityReasoning from Reality Requires objective observationsRequires objective observations Needs a sufficient number of observationsNeeds a sufficient number of observations Observations should be recentObservations should be recent Observations should be representativeObservations should be representative Observations should be relevant to conclusionObservations should be relevant to conclusion Establish credibility of sourcesEstablish credibility of sources


Reasoning from Parallel CasesReasoning from Parallel Cases

Similar to reasoning from realitySimilar to reasoning from reality Ties the unfamiliar to the familiarTies the unfamiliar to the familiar Concentrates on one similar situationConcentrates on one similar situation Similarities must outweigh dissimilaritiesSimilarities must outweigh dissimilarities


Interplay of ReasoningInterplay of Reasoning Data – facts, examples, expert testimonyData – facts, examples, expert testimony Claim – conclusion drawn from dataClaim – conclusion drawn from data Warrant – justification of movement from Warrant – justification of movement from data to claim data to claim Backing – additional support for claimBacking – additional support for claim Reservations – exceptions to claimReservations – exceptions to claim Qualifiers – possible reservationsQualifiers – possible reservations

-- -- Toulman FormatToulman Format


Defective EvidenceDefective EvidenceFallaciesFallacies

Slippery slope fallacySlippery slope fallacy Confusing fact and opinionConfusing fact and opinion Red herring fallacyRed herring fallacy Myth of the meanMyth of the mean Flawed statistical comparisonsFlawed statistical comparisons Defective testimonyDefective testimony Inappropriate evidenceInappropriate evidence


Defective ProofDefective Proof

Ad hominem fallacyAd hominem fallacy

Begging the questionBegging the question


Defective ReasoningDefective Reasoning

Shaky principle fallacyShaky principle fallacy Omitted qualifiersOmitted qualifiers Post hoc fallacyPost hoc fallacy Hasty generalizationHasty generalization Non sequitur fallacyNon sequitur fallacy Faulty analogyFaulty analogy


Design FallaciesDesign Fallacies

Either-or thinkingEither-or thinking Straw man fallacy Straw man fallacy


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