Chapter 17 Methods of persuasion

Methods of persuasion: Introduction To influence your audience’s attitudes, values, beliefs, and behaviors, you should focus on three persuasive skills in your presentation: ethos (establishing her credibility as a speaker) logos (presenting sound reasoning behind her claims) pathos (using emotional appeals)

Methods of persuasion: An overview In this chapter we will explore in more detail: Ethos Logos Pathos Sample speech: Anna Martinez, “Extra Credit You Can Live Without”

Understanding ethos (credibility) Credible and moral speakers win audience trust, as they are seen as: Knowledgeable Honest Genuinely interested in doing the right thing

Understanding ethos (credibility) Components of ethos include: Competence practical wisdom derived from knowledge and experience with topic Trustworthiness virtue characterized by being honest and fair Goodwill toward the audience illustrated by empathizing with members’ views and putting their needs, feelings, and concerns first

Understanding ethos (credibility)

Understanding ethos: Building your credibility Introductions should: highlight your experience research relate topic to listeners Choose words that: demonstrate understanding of the audience show respect

Building credibility

Understanding ethos: Avoiding loss of your credibility You lose credibility when you say something that shows a lack of competence, trustworthiness, or goodwill.

Tips for credibility Tip: Show respect to your audience even when they refer to those who disagree with you. Your presentation’s strong evidence, clear organization, and effective delivery will demonstrate your competence, goodwill, and trustworthiness. Tip: Once you lose your credibility it is very difficult to repair.

Logos (facts and reasoning): Research evidence from credible sources (see Chapter 7) and then present that evidence in your speech.

Logos (facts and reasoning): Using evidence Identify your sources and their qualifications.

Logos (facts and reasoning): Using evidence Give listeners new evidence to increase their perception of your credibility.

Logos (facts and reasoning): Using evidence Provide precise evidence by including: Dates Places Numbers Other important facts

Logos (facts and reasoning): Using evidence Look for compelling evidence. Use concrete or detailed examples. Help audiences visualize your points and engage their senses.

Logos (facts and reasoning): Using evidence

Logos (facts and reasoning): Using evidence Characterize your evidence accurately by carefully wording your claims.

Logos (facts and reasoning): Using reasoning Inductive reasoning: generalize from facts, instances, or examples to make a claim

Logos (facts and reasoning): Using reasoning There are four types of inductive reasoning: Example reasoning Comparison reasoning Causal reasoning Sign reasoning

Logos (facts and reasoning): Using reasoning Example Reasoning: using specific instances to support a claim Choose many examples Choose representative examples Consider potential counterexamples

Example reasoning

Logos (facts and reasoning): Using reasoning Comparison Reasoning: arguing that two instances are comparable, so that what is true for one is likely to be true for another.

Logos (facts and reasoning): Using reasoning Causal Reasoning: arguing that one event has caused another Explain link between cause and effect Support link with credible evidence Show a correlation between cause and effect

Logos (facts and reasoning): Using reasoning Avoid committing post hoc fallacy that mistakes chronology for cause. Watch out for reversed causality by mistaking the effect for the cause.

Logos (facts and reasoning): Using reasoning Sign Reasoning: arguing that something is true based on indirect indicators (signs).

Logos (facts and reasoning): Avoiding logical fallacies Reasoning is faulty when link between claim and supporting material is weak.

Logos (facts and reasoning): Avoiding logical fallacies Ad populum fallacy (aka, bandwagon): assuming truth based on popular opinion.

Logos (facts and reasoning): Avoiding logical fallacies Straw person fallacy: substituting a weaker claim that is easier to rebut for a real counterargument

Logos (facts and reasoning): Avoiding logical fallacies Slippery slope fallacy: believing that one event or policy will tip us over an edge into a huge disaster

Logos (facts and reasoning): Avoiding logical fallacies False dilemma: arguing that only two solutions are possible, and that only one of those choices (the speaker’s solution) is correct.

Logos (facts and reasoning): Avoiding logical fallacies Appeal to tradition: arguing that an idea or policy is good because people have accepted or followed it for a long time.

Tips for using logos Tip: Be sure to stay audience-centered. Use evidence that your audience will find credible. Tip: Try to use evidence that is novel or fresh to the audience. This will help keep them interested.

Pathos (emotions) Appealing to your audience’s emotions more than their minds (pathos) puts a human face on the problem that your speech is addressing, and can be a big motivator.

Pathos (emotions) Use sound reasoning and concrete details to make a logical connection between your point and the emotions you are evoking.

Pathos (emotions) Avoid using hasty generalizations or unethical appeals to stimulate listeners’ emotions.

Pathos (emotions) Consider using a fear appeal in which your argument presents a serious threat that audience members believe they have the power to remedy.

Tips for using pathos Tip: Try to use a variety of emotions. For example, you can stimulate anger, pity, and empathy with a single example of pet abuse. Tip: If you use a fear appeal, be sure you provide your audience with a way to prevent the problem.

Sample speech: Anna Martinez, “Extra Credit You Can Live Without” Read the sample speech on pgs. 534-547. The speech’s three main points deal with the: problems created by students’ credit card debt causes of the problems steps to becoming a more careful credit card consumer