Human Communication THIRD EDITION ◄ Judy C. Pearson  Paul E. Nelson  Scott Titsworth  Lynn Harter ► C H A P T E R F I F T E E N Persuasive Presentations McGraw-Hill © 2007 The McGraw-Hill Companies, Inc. All rights reserved.

C H A P T E R ◄ 2 McGraw-Hill © 2007 The McGraw-Hill Companies, Inc. All rights reserved. Chapter 15 Objectives Identify four action goals of persuasive speaking Distinguish between immediate behavioral purposes and ultimate goals Describe and utilize persuasive speaking strategies

C H A P T E R ◄ 3 McGraw-Hill © 2007 The McGraw-Hill Companies, Inc. All rights reserved. Chapter 15 Objectives Recall four ethical guidelines for persuasive speaking State and utilize persuasive speaking skills Utilize strategies for resisting persuasive appeals

C H A P T E R ◄ 4 McGraw-Hill © 2007 The McGraw-Hill Companies, Inc. All rights reserved. What is a Persuasive Presentation? A message designed strategically to induce change in the audience

C H A P T E R ◄ 5 McGraw-Hill © 2007 The McGraw-Hill Companies, Inc. All rights reserved. What is Your Immediate Purpose and Ultimate Goal? Immediate Purpose –What you intend to accomplish in this particular presentation Ultimate Goal –A statement of purposes that could be achieved with continuing efforts to persuade

C H A P T E R ◄ 6 McGraw-Hill © 2007 The McGraw-Hill Companies, Inc. All rights reserved. Introducing Your Persuasive Presentation Shape the purpose to the listeners –Determine how much change you can ask for –Decide what strategies you can use to gain the desired result

C H A P T E R ◄ 7 McGraw-Hill © 2007 The McGraw-Hill Companies, Inc. All rights reserved. Introducing Your Persuasive Presentation Analyze the listeners –Asking for too much change can result in the boomerang effect –Decide when to reveal your purpose based on audience support for your purpose

C H A P T E R ◄ 8 McGraw-Hill © 2007 The McGraw-Hill Companies, Inc. All rights reserved. Introducing Your Persuasive Presentation What purposes are persuasive? –Continuance –Deterrence –Adoption –Discontinuance Difficult to evaluate and measure Challenging to present

C H A P T E R ◄ 9 McGraw-Hill © 2007 The McGraw-Hill Companies, Inc. All rights reserved. Introducing Your Persuasive Presentation Why should you try to persuade? –Face-to-face persuasion is one of the most effective modes of communication –The classroom is a captive audience

C H A P T E R ◄ 10 McGraw-Hill © 2007 The McGraw-Hill Companies, Inc. All rights reserved. How Do You Persuade? Use argument to persuade –A proposition that asserts some course of action –Proposition of fact –Proposition of policy –Proposition of value

C H A P T E R ◄ 11 McGraw-Hill © 2007 The McGraw-Hill Companies, Inc. All rights reserved. How Do You Persuade? Evidence and proof –Evidence Examples, surveys, testimony, statistics –Proof Evidence that is believed by the receiver Audience has to accept the evidence to make it proof

C H A P T E R ◄ 12 McGraw-Hill © 2007 The McGraw-Hill Companies, Inc. All rights reserved. Tests of Evidence Is the evidence consistent with other known facts? Would another observer draw the same conclusions? Does the evidence come from unbiased sources? Is the source qualified on this issue? Is the evidence based on typical personal experience?

C H A P T E R ◄ 13 McGraw-Hill © 2007 The McGraw-Hill Companies, Inc. All rights reserved. Tests of Evidence Are statistics from a reliable and current source and applied and interpreted appropriately? Are studies and surveys authoritative, valid, reliable, objective and generalizable? Are inferences appropriate? Is important counterevidence overlooked? Is the presenter credible on this topic?

C H A P T E R ◄ 14 McGraw-Hill © 2007 The McGraw-Hill Companies, Inc. All rights reserved. Impact of Culture on Persuasion Make sure you are sensitive to cultural norms Adapt your presentation to the expectations of your audience

C H A P T E R ◄ 15 McGraw-Hill © 2007 The McGraw-Hill Companies, Inc. All rights reserved. Three Forms of Proof Logical Proof (Logos) –The use of argument and evidence to persuade Personal Proof (Ethos) –The use of source credibility to persuade Emotional Proof (Pathos) –The use of narrative to persuade

C H A P T E R ◄ 16 McGraw-Hill © 2007 The McGraw-Hill Companies, Inc. All rights reserved. Logical Proof (Logos) Most used type of proof Structured arguments –Inductive arguments Provide enough specific instances for listener to make inferential leap to a generalization

C H A P T E R ◄ 17 McGraw-Hill © 2007 The McGraw-Hill Companies, Inc. All rights reserved. Logical Proof (Logos) Most used type of proof Structured arguments –Inductive arguments –Deductive arguments Use a general proposition applied to a specific instance to draw a conclusion

C H A P T E R ◄ 18 McGraw-Hill © 2007 The McGraw-Hill Companies, Inc. All rights reserved. Logical Proof (Logos) Most used type of proof Structured arguments –Inductive arguments –Deductive arguments Rebuttals –Arguing against someone else’s position on an issue

C H A P T E R ◄ 19 McGraw-Hill © 2007 The McGraw-Hill Companies, Inc. All rights reserved. Source Credibility (Ethos) Persuasion because you have earned the right to speak Competence, trustworthiness, dynamism or common ground Personal power or expertise Charisma or personality

C H A P T E R ◄ 20 McGraw-Hill © 2007 The McGraw-Hill Companies, Inc. All rights reserved. Emotional Proof (Pathos) Telling stories (narrative) to support your proposition Can be verbal stories Can be visual stories Fear appeals are most common Should be combined with logical appeals

C H A P T E R ◄ 21 McGraw-Hill © 2007 The McGraw-Hill Companies, Inc. All rights reserved. Tips on Organizing Your Arguments Place your best argument first or last but not in the middle Present one side of an issue for a friendly audience

C H A P T E R ◄ 22 McGraw-Hill © 2007 The McGraw-Hill Companies, Inc. All rights reserved. Tips on Organizing Your Arguments Present both sides of an issue when the audience might oppose your point of view Refute opposing arguments known by your audience Novel arguments have more effect

C H A P T E R ◄ 23 McGraw-Hill © 2007 The McGraw-Hill Companies, Inc. All rights reserved. Organizing Your Persuasive Message Cause/effect Problem/solution Topical-sequence The Monroe motivated sequence –Especially effective when the audience is reluctant to change or accept a proposed action

C H A P T E R ◄ 24 McGraw-Hill © 2007 The McGraw-Hill Companies, Inc. All rights reserved. The Monroe Motivated Sequence –Attention Gain audience attention and interest Organizing Your Persuasive Message

C H A P T E R ◄ 25 McGraw-Hill © 2007 The McGraw-Hill Companies, Inc. All rights reserved. Organizing Your Persuasive Message The Monroe Motivated Sequence –Attention –Need Identify a problem and explain how it is relevant to the audience

C H A P T E R ◄ 26 McGraw-Hill © 2007 The McGraw-Hill Companies, Inc. All rights reserved. Organizing Your Persuasive Message The Monroe Motivated Sequence –Attention –Need –Satisfaction Present information the audience needs to understand in order to solve the problem

C H A P T E R ◄ 27 McGraw-Hill © 2007 The McGraw-Hill Companies, Inc. All rights reserved. Organizing Your Persuasive Message The Monroe Motivated Sequence –Attention –Need –Satisfaction –Visualization Get audience members to see how they can take part in a solution with benefits for them and others

C H A P T E R ◄ 28 McGraw-Hill © 2007 The McGraw-Hill Companies, Inc. All rights reserved. Organizing Your Persuasive Message The Monroe Motivated Sequence –Attention –Need –Satisfaction –Visualization –Action Ask the audience to take specific, concrete steps

C H A P T E R ◄ 29 McGraw-Hill © 2007 The McGraw-Hill Companies, Inc. All rights reserved. Ethical Considerations Ethics –A set of principles of right conduct Accurately cite sources Respect sources of information Respect your audience Respect your opponent

C H A P T E R ◄ 30 McGraw-Hill © 2007 The McGraw-Hill Companies, Inc. All rights reserved. How to Resist Persuasion Avoidance Be skeptical Verify claims Confirm source credibility Be cautious about accepting a persuasive appeal

C H A P T E R ◄ 31 McGraw-Hill © 2007 The McGraw-Hill Companies, Inc. All rights reserved. How to Resist Persuasion Question the ethical basis of proposed actions Analyze persuasive claims Check against fraudulent claims

C H A P T E R ◄ 32 McGraw-Hill © 2007 The McGraw-Hill Companies, Inc. All rights reserved. How to Resist Persuasion Check persuaders words against their actions Use your freedom of expression and freedom of choice