1. START WITH A SPECIFIC CLAIM WHAT DO YOU WANT THE AUDIENCE TO DO OR BELIEVE? Reinforce attitudes, beliefs, and/or values of audience? Change the attitudes or beliefs of an audience? Protect an audience against counter-persuasion? Prompt an audience to act? DEFINE YOUR SPECIFIC PURPOSE

2. ANALYZE YOUR AUDIENCE Go Beyond Demographics Friendly? Hostile? Mixed? How much do they already know? What is level of interest? Motivate them to care ! - Positive Motivation - Negative Motivation Adapt Your Goals to Your Audience

3. ARISTOTELIAN MODEL Ethos the speaker’s competence and character (source credibility) Logos the proof a speaker offers through the words of the message Pathos emotional states in an audience aroused by the speaker

4. Ethos - Speaker Credibility Consider prior relationship with audience Dress Appropriately Incorporate any special expertise Stress similarities between you and audience Engage audience verbally and nonverbally Use strong evidence to support your claims

5. Logos - Your Evidence Personal Experience - Personal Descriptions? - Narratives? Expert Opinion - What is the source’s expertise? - Is the source credible? - Is the source unbiased? Examples (a specific instance that represents some larger class) - What is relevance to larger category? - Are there enough instances to support the generalization? - Is the example typical of the larger category? - Are there counterexamples to disprove the generalization?

6. Logos - Your Evidence Facts - Reliable and Unbiased Source? - Verifiable? - Most Recent? - Consistent with other known facts? Numerical Data - Reliable and Unbiased Source? - Based on a survey or poll? - unbiased questions? - representative sample? - margin of error? - what are percentages based on?

7. Pathos - Appeals to Emotion  Some examples: - Fear - Pride - EnvyFear  Principles of Influence - Reciprocity - Liking - Authority - Social Support - Scarcity

8. STRUCTURE YOUR ARGUMENT  Use a persuasive pattern of organization  Motivated Sequence u Comparative Advantage  Problem - Solution  Organize arguments according to strength

9. The drinking age should be lowered to 18 in the U.S. I can ___________ at 18, but I can’t drink Other countries Reasons why raised to 21 not supported

10. STRUCTURE YOUR ARGUMENT  Use a persuasive pattern of organization  Motivated Sequence u Comparative Advantage  Problem - Solution  Organize arguments according to strength u Use a two sided argument u Balance your means of persuasion