Persuasion

Persuasive Speaking Demands That You Effectively: Induce your audience to believe as you do Influence your audience in order to cause some kind of desired action to take place. YOUR MAIN PURPOSE IS TO GAIN AS MANY SUPPORTERS AS POSSIBLE!!

Audience Analysis Get to know the people who will be listening to you. Age Economic status Gender Views

Target Audience The intended audience for the ad or persuasive speech---usually defined in terms of specific demographics. Age Income Previous purchases Media usage

Four Types of Audiences Supportive Uncommitted Indifferent Opposed

Supportive Audience Friendly Like you and what you have to say Ready to support you and your ideas Don’t need a great deal of information

Uncommitted Audience Neutral --- Unbiased and objective Isn’t for or against you Simply need information to make up their minds

Indifferent Audience Difficult to adapt Members are apathetic or uninterested toward you Aren’t opposed to you, but appear bored Often don’t think what you are saying applies to them Try to use a dynamic approach, show them how this applies to their life

Opposed Audience Potential confrontation Members are hostile to you, your position, or both Your objective is to get a fair hearing Determine what your audience is hostile about Work with the audience to decrease hostility COMPROMISE Convince them you know how they feel Avoid needless confrontation Convince them their position has worth

Aristotle’s 3 Appeals Logos Pathos Ethos

Logos Based on logical thinking Contains facts, figures, statistics, etc. Uses neutral language You use sequence, facts, and analysis in your organization

Pathos Emotional appeal Uses loaded highly charged language Appeals to “feelings” When you “push a button” in your audience

Ethos Based on the character or reputation of a person Honesty (Integrity, Reputation, Sincerity) Competency (You can get the job done, Solid work ethic and you value being prepared, Credentials/Qualifications, Composure) When you show your audience that you have a natural honesty about you and a strong stand regarding right and wrong.