2 Introduction and Overview Characteristics of persuasionTypes of persuasionCreating a persuasive messageBuilding credibility
3 Characteristics of Persuasion Definition: the process of motivating someone though communication, to change a belief, attitude of behavior.
4 Components of Persuasion Not coerciveUsually incrementalSocial Judgment Theory: when members of an audience hear a persuasive argument they compare it to opinions they already hold.So…present an opinion that falls within the latitude of noncommitment, then progress.
5 Components of Persuasion, cont. InteractiveExample: Transactional Model of CommunicationCan be ethicalEthical persuasion: communication in the best interest of the audience that does not depend on false or misleading information to change an audiences attitude of behavior.
6 Types of Persuasion Type of proposition Fact Value Policy True vs. false, yes vs. noValueOpinions, beliefsPolicyOpinion and a specific course of action
7 Types of Persuasion, cont. By desired outcomeConvincingChange the way the audience thinksActuatingMove the audience to a specific behavior
8 Types of Persuasion, cont. By directness of approachDirect vs. indirect persuasion
9 Creating the Persuasive Message Set a clear, persuasive purposeStructure the message carefully1. Describe the problem2. Describe the solution3. Describe the desired audience responseUse solid evidence
10 Creating the Persuasive Message Avoid fallacies: an error in logicAd hominem: attack on the person instead of the argumentReduction to the absurd: taking arguments to the extreme; exaggeratingEither-or: sets up false alternatives; reject one and the other followsPost-Hoc: one event causes anotherAppeal to authorityBandwagon appeal
11 Building Credibility as a Speaker “A good man speaking well.”Quintillion
12 Building Credibility as a Speaker AristotleLogos: logic, clear argumentsEthos: credibilityPathos: appeal to emotion
13 Building Credibility as a Speaker Credibility definedBelievabilityBased on perception only, not reality3 C’sCompetence: speakers expertiseCharacter: trustCharisma: enthusiasm and likeability
14 Gass & Seiter (2003) on Credibility Be preparedUse proper citationsFor both other sources and yourselfBe honest and sincereDisplay goodwillCommunicate assertivelyAvoid powerlessness