1. Chapter 15: Persuasive Presentations

2. Persuasive Presentation
Message designed strategically to induce change in audience
Immediate purpose
Long-range goal
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3. Persuasive Purposes
Adoption: listeners should start a new behavior (e.g. vote in local elections)
Discontinuation: listeners should stop a current behavior (e.g. stop skipping classes)
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4. Persuasive Purposes
Face-to-face is most effective mode of communication
In-person is more powerful
You will have a captive audience, not a voluntary audience
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5. Using Argument to Persuade An argument asserts some course of action
Proposition of fact: an assertion that can be proved or disproved as consistent with reality (e.g. average student loan debts are higher in the U.S. than any other country)
Proposition of value: A statement that we should embrace as important to our culture (e.g. We should support efforts to clean up our parks)
Proposition of policy: Proposing a new rule (e.g. Student loans should be forgiven after 20 years of on-time payments)
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6. Should the drinking age be lowered to 18?
Argumentation
Topics are controversial in nature—that is, there is more than one side to the argument.
Should the drinking age be lowered to 18?
YES NO

7. What are some controversial topics that get you mad or “fired up?”

8. The Parts of an Argument
Issue: A concern or problem about which people disagree
(e.g. The welfare system)
Claim: The presenter’s opinion about the issue
(e.g. The welfare system is unjust and needs reform)
Proof: The details that demonstrate the claim is correct and should be accepted. (e.g. people cheat the system, deserving people can’t get benefits, and it costs taxpayers too much money.)
There are three types of proof:
Logical appeals (reasons with evidence)
Emotional appeals
Ethical appeals
See Ch. 15
(pp )

9. Aristotle’s modes of persuasion
Ethos
Ethical appeal to the authority or credibility of the writer (we tend to believe people we respect)
Pathos
Appeal to the readers’ emotions and motivations with vivid emotional language and sensory details
Logos
Appeal to the readers’ sense of logic; provide evidence to support a claim

10. Logos: Logical Appeals Types of logical Evidence for Arguments:
Facts: objective truths; facts should appeal to listeners’ sense of logic
Statistics: numerical data (figures, percentages, averages) from credible sources
Quotations and citations: statements from an authority/ recognized expert on the subject
Examples: descriptions of situations used to illustrate or explain a point; typical anecdotes to demonstrate truth
Personal experiences: personal stories/accounts
Analogies: comparisons to similar cases

11. Pathos: Emotional Appeals
Emotional appeals focus on listeners’ values, needs, and feelings
Values: hard-work ethic, patriotism, kindness . . .
Needs: desire to feel attractive and liked . . .
Feelings: sympathy, compassion, etc. . .
Tell a story
Elicit fear
Support this organization to stop animal cruelty
Use this toothpaste for a beautiful smile that shines

12. Ethos: Ethical Appeals
Ethical appeals focus on your trustworthiness as a speaker on this topic.
Tips for creating an ethical appeal:
Present yourself as an authority on your topic (What makes you an expert on the topic?)
Present a well-reasoned argument that avoids errors in logic
Avoid over-using emotional appeals
Raise and counter objections (i.e. acknowledge the other side)
Create goodwill

13. Discuss with a partner Issue (topic) Claim (your point)
Proof (evidence)
Minimum wage
Logical appeals
Emotional appeals
Ethical appeals
The death penalty
Euthanasia
???

14. 10 tests of Evidence See pages 334-336
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15. Organizing your speech
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16. Introducing Persuasive Presentation
Reveal persuasive purpose to listeners
Analyzing listeners
Watch out for “Boomerang effect”: audience likes you/your message LESS after your presentation
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17. Figure 15.1 Monroe’s Motivated Sequence.
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18. Monroe’s Motivated Sequence
Attention
Need
Satisfaction
Visualization
Action
*Use this sequence to help you outline your speech.
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19. Figure 15.2 Tips for organizing your arguments.
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20. Outlining your speech
Read sample outline “Change Your Dial to NPR” on pp
Use outline template from our course website
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21. Sample persuasive speeches
Use your persuasive speech rubric to grade the following presentations:
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22. Ethical Considerations
Cite sources accurately
Respect source credibility
Respect audience
Respect opponent
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23. Resisting Persuasion Avoid persuasive messages
Be skeptical about messages
Check claims
Check source credibility
Think over persuasive appeal
Question ethical basis of proposals
Use knowledge and experience to analyze persuasive claims
Check claims against your values
See if actions match message
Learn about other viewpoints
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