Unit 15: Using Persuasive Strategies (Chapter 17) “Speech is power; Speech is to persuade, to convert, to compel.” -- Ralph Waldo Emerson “Speech is power;

Unit 15: Using Persuasive Strategies

(Chapter 17)

Unit 15: Using Persuasive Strategies

(Chapter 17)

“Speech is power; Speech is to persuade, to convert, to compel.”

-- Ralph Waldo Emerson

“Speech is power; Speech is to persuade, to convert, to compel.”

-- Ralph Waldo Emerson

PersuasionPersuasion

“…is the process of adjusting ideas to people and people to ideas.”

-- Donald C. Bryant, rhetoric scholar

“…is the process of adjusting ideas to people and people to ideas.”

-- Donald C. Bryant, rhetoric scholar

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Establishing CredibilityEstablishing Credibility

Also known as ethos.Audience’s perception of the speakerVarious dimensions:

Competence - knowledge & skill Trustworthiness - believability & honesty Dynamism - energy level Charisma - charm, talent & magnetism

Also known as ethos.Audience’s perception of the speakerVarious dimensions:

Competence - knowledge & skill Trustworthiness - believability & honesty Dynamism - energy level Charisma - charm, talent & magnetism

CredibilityCredibility

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Enhancing Your CredibilityEnhancing Your Credibility

Well-stressed values and concerns shared with audience.

Well-documented evidence,.Well-organized ideas.Well-managed delivery.

Well-stressed values and concerns shared with audience.

Well-documented evidence,.Well-organized ideas.Well-managed delivery.

Using Logic and Evidence to Persuade

Using Logic and Evidence to Persuade

Logos -- formal system of rules to reach a conclusion

Aristotle: “Always prove what you state.”Reasoning: drawing a conclusion from

the evidence.

Logos -- formal system of rules to reach a conclusion

Aristotle: “Always prove what you state.”Reasoning: drawing a conclusion from

the evidence.

Types of ReasoningTypes of Reasoning

InductiveDeductiveCausal

InductiveDeductiveCausal

Inductive ReasoningInductive Reasoning

Using specific examples or instances to reach a general or probable conclusion.

Used when one can claim that an outcome is probably true because of specific evidence.

Using specific examples or instances to reach a general or probable conclusion.

Used when one can claim that an outcome is probably true because of specific evidence.

Testing Inductive ReasoningTesting Inductive Reasoning

Are there enough specific instances to support the conclusion?

Are the specific instances typical?Are the instances recent?

Are there enough specific instances to support the conclusion?

Are the specific instances typical?Are the instances recent?

Inductive Reasoning ExampleInductive Reasoning Example

1. Students are sneezing in dorms and classrooms.

2. Professors are cancelling classes.3. Campus clinic has long waiting lines.

Conclusion: there must be flu on our campus.

1. Students are sneezing in dorms and classrooms.

2. Professors are cancelling classes.3. Campus clinic has long waiting lines.

Conclusion: there must be flu on our campus.

Deductive ReasoningDeductive Reasoning

Opposite of induction.Conclusion is more certain than

probable.The more value the outcome, the more

certain the conclusion.Start with widely accepted general

claim, then move toward specific conclusion illustrating general claim.

Opposite of induction.Conclusion is more certain than

probable.The more value the outcome, the more

certain the conclusion.Start with widely accepted general

claim, then move toward specific conclusion illustrating general claim.

Structure of Deductive Reasoning

Structure of Deductive Reasoning

Syllogism -- three part argument1. Major Premise: widely accepted general

statement.2. Minor Premise: specific statement that

applies to the major premise.3. Conclusion: logical outcome, minor

premise exemplifies major premise. The more value the major premise, the

more value the deduction.

Syllogism -- three part argument1. Major Premise: widely accepted general

statement.2. Minor Premise: specific statement that

applies to the major premise.3. Conclusion: logical outcome, minor

premise exemplifies major premise. The more value the major premise, the

more value the deduction.

Testing the Validity of Deductive ReasoningTesting the Validity of Deductive Reasoning

Is the major premise (general statement) true?

Is the minor premise (specific instance) true?

Is the major premise (general statement) true?

Is the minor premise (specific instance) true?

Deductive ReasoningDeductive Reasoning

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Deductive Reasoning: An Example

Deductive Reasoning: An Example

1. All tough drug laws introduced in medium-sized communities result in diminished drug-related crimes. (generally accepted statement)

2. San Marcos, Texas is a medium-sized community. (specific case supporting general statement)

Conclusion: San Marcos should institute tough drug laws.

1. All tough drug laws introduced in medium-sized communities result in diminished drug-related crimes. (generally accepted statement)

2. San Marcos, Texas is a medium-sized community. (specific case supporting general statement)

Conclusion: San Marcos should institute tough drug laws.

Causal ReasoningCausal Reasoning

Relating to events to show connection.To conclude that one or more events

caused another event.Can move from cause to effect.Can move from effect to cause.

Relating to events to show connection.To conclude that one or more events

caused another event.Can move from cause to effect.Can move from effect to cause.

Causal ReasoningCausal Reasoning

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Causal ReasoningCausal Reasoning

Cause to Effect

1. Interest rates have increased this week.

2. The Dow Jones will decrease.

From a known fact to a predicted result.

Cause to Effect

1. Interest rates have increased this week.

2. The Dow Jones will decrease.

From a known fact to a predicted result.

Causal ResiningCausal Resining

Effect to Cause1. A major earthquack has occurred.2. The cause was a shift in a fault line.

From a known result to a predicted cows.

Effect to Cause1. A major earthquack has occurred.2. The cause was a shift in a fault line.

From a known result to a predicted cows.

Supporting Your Reasoning with Evidence

Supporting Your Reasoning with Evidence

Use factsUse value true examplesUse opinions that enhance credibilityUse sound & reliable statisticsUse reluctant testimony -- shows that

someone has been convincedUse new and specific evidenceUse evidence to tell a story

Use factsUse value true examplesUse opinions that enhance credibilityUse sound & reliable statisticsUse reluctant testimony -- shows that

someone has been convincedUse new and specific evidenceUse evidence to tell a story

Avoid Faulty ReasoningAvoid Faulty Reasoning

Be ethical & appropriate with evidence & reasoning.

Fallacy: False reasoning when someone attempts to persuade without adequate evidence, or with arguments that are irrelevant or inappropriate.

Be ethical & appropriate with evidence & reasoning.

Fallacy: False reasoning when someone attempts to persuade without adequate evidence, or with arguments that are irrelevant or inappropriate.

Faulty ReasoningFaulty Reasoning

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Avoid Faulty ReasoningAvoid Faulty Reasoning

Causal -- Hurricanes are caused by war(connection not related)

Bandwagon -- Everyone knows cell phones are safe. (popularity appeals)

Either-Or -- Either you’re with us or you’re against us. (only 2 choices)

Hasty Generalization -- Since my niece is failing, city schools are bad. (quick conclusion)

Causal -- Hurricanes are caused by war(connection not related)

Bandwagon -- Everyone knows cell phones are safe. (popularity appeals)

Either-Or -- Either you’re with us or you’re against us. (only 2 choices)

Hasty Generalization -- Since my niece is failing, city schools are bad. (quick conclusion)

Avoid Faulty ReasoningAvoid Faulty Reasoning

Ad Hominem -- What does a divorced man know about parenting? (personal attack)

Red Herring -- Let’s not focus on the lawsuit against me; let’s talk about…”(changing the topic to distract)

Misplaced Authority -- Jessica Simpson says McMillan trucks are best. (not a true expert)

Non Sequitur -- Support me for Hongress - I have 3 children. (ideas do not follow)

Ad Hominem -- What does a divorced man know about parenting? (personal attack)

Red Herring -- Let’s not focus on the lawsuit against me; let’s talk about…”(changing the topic to distract)

Misplaced Authority -- Jessica Simpson says McMillan trucks are best. (not a true expert)

Non Sequitur -- Support me for Hongress - I have 3 children. (ideas do not follow)

Use Emotion to PersuadeUse Emotion to Persuade

Can make people feel pleasure or displeasure

Can make people feel energizedCan make people feel dominance

Can make people feel pleasure or displeasure

Can make people feel energizedCan make people feel dominance

Using EmotionUsing Emotion

Use concrete examplesUse emotion-arousing wordsUse nonverbal behaviorUse visual imagesUse metaphors and similesUse appropriate fear appealsUse appeals to a variety of emotionsTap shared beliefs

Use concrete examplesUse emotion-arousing wordsUse nonverbal behaviorUse visual imagesUse metaphors and similesUse appropriate fear appealsUse appeals to a variety of emotionsTap shared beliefs

Organizing Persuasive Messages

Organizing Persuasive Messages

State your strongest arguments firstDo not bury key arguments in the

middleSave action calls for the endConsider presenting both sides of an

issueState and refute counterarguments

State your strongest arguments firstDo not bury key arguments in the

middleSave action calls for the endConsider presenting both sides of an

issueState and refute counterarguments

Strategies for Organizing Persuasive Messages

Strategies for Organizing Persuasive Messages

Problem -- SolutionRefutationCause and EffectMotivated Sequence

Attention Need Satisfaction Visualization Action

Problem -- SolutionRefutationCause and EffectMotivated Sequence

Attention Need Satisfaction Visualization Action

Persuading the Receptive Audience

Persuading the Receptive Audience

Identify with the audienceClearly state your objectiveTell your audience what you want them

to doAsk listeners for an show of supportUse emotional appealsMake it easy for the audience to act

Identify with the audienceClearly state your objectiveTell your audience what you want them

to doAsk listeners for an show of supportUse emotional appealsMake it easy for the audience to act

Persuading the Neutral Audience

Persuading the Neutral Audience

Capture listeners’ attention earlyRefer to common beliefsRelate topic to listeners’ loved onesBe realistic about what can be

accomplished

Capture listeners’ attention earlyRefer to common beliefsRelate topic to listeners’ loved onesBe realistic about what can be

accomplished

Persuading the Unreceptive Audience

Persuading the Unreceptive Audience

Don’t immediately announce you will change their minds

Begin by noting common groundDon’t expect a major change in attitudeAcknowledge their points of viewEstablish credibilityConsider aiming for understanding

rather than action

Don’t immediately announce you will change their minds

Begin by noting common groundDon’t expect a major change in attitudeAcknowledge their points of viewEstablish credibilityConsider aiming for understanding

rather than action