Chapter 24

 Establishing Credibility ▪ Credibility – Audiences perception of a speaker’s competence ▪ Ethos – Aristotle’s term for speaker credibility ▪ Competence – Being considered informed, skilled, or knowledgeable ▪ Trustworthiness – Conveying honesty and sincerity ▪ Charisma/Energy – Connecting with audience with dynamics of delivery ▪ What ways can a speaker establish credibility during a presentation?

 Enhancing Credibility  Initial Credibility ▪ Impression of your credibility the listeners have before you begin to speak  What type of things can affect this initial perception?  Derived Credibility ▪ The perception of your credibility your audience forms as you present yourself & your message  What can you use to build credibilty during presentation?  Terminal Credibility ▪ The perception of your credibility at the end of the speech

 Using Logic & Evidence to Persuade  Logos – using logic and reasoning to reach conclusion ▪ Use of words & stats to convince audience ▪ In persuasion you must ▪ 1 st state your case  Make your persuasive claim ▪ 2 nd prove your case  Present evidence that leads audience to your conclusion

 Poor example Logos ▪ The gang problem in Los Angeles is because not enough gang members have a bowl of cheerios in the morning  Better examples ▪ The problem exists due to  lack of parental supervision,  high dropout rates,  lack of after school activities  Peer pressure, drugs, poverty, racial tension,etc ▪ You would have a better chance of convincing your audience using these reasons

 Avoiding Faulty Reasoning  Bandwagon Fallacy ▪ 2 million people have successfully lost weight using the lapband ▪ You should use it too  Either/or Fallacy ▪ Either abortion should be legal ▪ OR abortion should be banned altogether

 Avoiding Faulty Reasoning  Causal Fallacy ▪ If you came to every class then you will pass the course. But if you don’t come to every class, you won’t pass the course.  Hasty Generalization ▪ Drawing a conclusion based on a small sample size ▪ My father smoked four packs of cigarettes a day since age fourteen and lived until age sixty-nine. Therefore, smoking really can’t be that bad for you

 Pathos – Refers to the emotional appeal ▪ Emotion is a powerful way to move an audience ▪ Truth public service announcements  (Body bags, list of ingredients in cigarettes) ▪ Emotion creates engagement in an audience  Fear, Anger, Humor, Patriotism, etc  Emotions spur us to action (Real life stories) ▪ Violent video games cause real life violence ▪ Video Link Video Link

 Tips for using emotion to persuade ▪ Use concrete examples to help listeners visualize ▪ Use emotion – arousing words ▪ Use non-verbal behavior to communicate your emotion ▪ Use visual images to evoke emotions ▪ Use metaphors and similies

 Persuading the receptive audience ▪ Identify with audience ▪ Clearly state objective ▪ Tell audience what you want them to do ▪ Ask listeners for an immediate show of support ▪ Make it easy for your listeners to act

 Persuading the neutral audience ▪ Capture your listeners attention early in your speech ▪ Refer to beliefs that many listeners share ▪ Relate your topic to listeners and those they care for ▪ Be realistic about what you can accomplish

 Persuading the unreceptive audience ▪ Don’t announce your intent to change them ▪ Focus on most agreeable points first ▪ Don’t expect a major attitude shift from hostile audience ▪ Acknowledge opposing points of view ▪ Establish your credibility ▪ Try to open audiences mind to understanding of opposing views

 Organizing your persuasive speech  1 st Method – Three Reasons ▪ This is the most simple of the structures ▪ You will make a claim and support it with 3 separate reasons  Topic – Capital punishment (CP)  Claim – CP is an ineffective means of punishing criminals  Reason 1 – CP does not deter crime  Reason 2 – CP costs more money than imprisonment  Reason 3 – CP is inherently racist ▪ For each reason you will provide evidence, support, facts to back it up

 2 nd Method – Problem, Cause, Solution ▪ Intermediate structure ▪ 1 st you convince audience there is a problem, ▪ Then uncover the factors responsible for the problem ▪ Finally, provide specific steps that will fix the problem ▪ Each step is a main point for the speech

 Sample outline (problem, cause, solution) ▪ Topic – Hand washing ▪ Claim – The lack of hand washing is a serious health hazard ▪ Problem – Many people don’t wash their hands regularly & it harms society ▪ Cause – People don’t wash hands because  They are too busy  They don't know the potential health risks ▪ Solution – If businesses, organizations and individuals followed simple hand washing guidelines we could stop this health hazard

 Monroe’s motivated sequence – 5 step structure ▪ More advances structure builds upon problem/cause/solution ▪ Step 1 – Capture the attention of the audience ▪ You need to have their attention to persuade them ▪ Step 2 – Create the need for change ▪ You need to establish that a change is needed in order to get audience to embrace the idea of it  We need to drink more water to avoid potential health hazards

▪ Step 3 – Satisfy the need ▪ Ok change is needed, how do we satisfy need (show what can be done)  Schools, businesses could encourage water instead of something else  Emphasize the benefits of water in our diets ▪ Step 4 Visualize the results ▪ Show audience what will happen if the take action to satisfy the need by changing  Drinking water regularly decreases chance of cancer,  heart disease,  helps with digestion

▪ Step 5 Call to action ▪ Final push to encourage audience to take action in order to satisfy the need and make the visualized results become reality  "Drinking 8 glasses of water a day and encourage your family and friends to do the same"