1. PERSUASIVE SPEAKING CHAPTER 16

2. IMPORTANCE OF PERSUASION “The process of creating, reinforcing, or changing people’s beliefs or actions.” We are exposed to MANY messages Need skills of informative speaking + others

3. ETHICS & PERSUASION “Shading truth?” Trust & credibility More than just informing Neutrality?

4. CAPITAL PUNISHMENT

5. PSYCHOLOGY OF PERSUASION Two or more points of view exist – necessary for persuasion Likely touching on sensitive matters

6. ELABORATION LIKELIHOOD MODEL (ELM) How high or low levels of elaboration shape the persuasiveness of messages Central processing Peripheral processing

7. PERSUASION IN MEDIA

8. ADVICE Be realistic with what you can accomplish Assess audience – on the fence or completely against you? Think of persuasion as a “mental dialogue” Consider target audience

9. QUESTIONS OF FACT Questions that can be answered absolutely Nonpartisan vs. partisan Speeches on questions of fact are generally arranged topically

10. QUESTIONS OF VALUE Demand value judgments – judgments based on a person’s beliefs about what is right or wrong, good or bad, moral or immoral, proper or improper, fair or unfair Beware – “I enjoy bicycle riding”

11. QUESTIONS OF POLICY Inevitably include questions of fact Emphasis on action (“You should…”) Passive agreement vs. immediate action

12. EXAMPLE