Chapter Seventeen: Persuasive Speaking. Ch17: Persuasive Speaking Copyright © 2006 Wadsworth 2.
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Transcript of Chapter Seventeen: Persuasive Speaking. Ch17: Persuasive Speaking Copyright © 2006 Wadsworth 2.
Chapter Seventeen:Chapter Seventeen:Persuasive SpeakingPersuasive Speaking
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Ch17: Persuasive Speaking
Copyright © 2006 Wadsworth
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Ch17: Persuasive Speaking
Copyright © 2006 Wadsworth
Understanding Understanding Persuasive SpeakingPersuasive Speaking
Persuasive Speeches
Aim to Change Others’ Attitudes
Attempt to Change People’s Behavior
Aim to Change Thinking
Introduction to Persuasive Speakinghttp://www.public.iastate.edu/~aslagell/spcm212/lect_persuasion.html
Introduction to Persuasive Speakinghttp://www.public.iastate.edu/~aslagell/spcm212/lect_persuasion.html
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Ch17: Persuasive Speaking
Copyright © 2006 Wadsworth
Qualities of Persuasive Qualities of Persuasive SpeakingSpeaking
Speaker and Listeners Interact
It is not Coercive
Effect is Incremental Wad
swor
th P
hoto
Lib
rary
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Ch17: Persuasive Speaking
Copyright © 2006 Wadsworth
Three Cornerstones Three Cornerstones of Persuasionof Persuasion
Ethos
Integrity
Trust
Goodwill
Knowledgeable
Commitment
Wad
swor
th P
hoto
Lib
rary
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Ch17: Persuasive Speaking
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Eth
os
Eth
os
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Ch17: Persuasive Speaking
Copyright © 2006 Wadsworth
Eth
os
Eth
os
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Ch17: Persuasive Speaking
Copyright © 2006 Wadsworth
Eth
os
Eth
os
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Ch17: Persuasive Speaking
Copyright © 2006 Wadsworth
Eth
os
Eth
os
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Ch17: Persuasive Speaking
Copyright © 2006 Wadsworth
Three Cornerstones Three Cornerstones of Persuasionof Persuasion
Pathos
Personalize Issue
Appeal to Listeners’ Needs and Values
Bring Material Alive
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Ch17: Persuasive Speaking
Copyright © 2006 Wadsworth
Pat
ho
sP
ath
os
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Ch17: Persuasive Speaking
Copyright © 2006 Wadsworth
Pat
ho
sP
ath
os
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Ch17: Persuasive Speaking
Copyright © 2006 Wadsworth
Pat
ho
sP
ath
os
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Ch17: Persuasive Speaking
Copyright © 2006 Wadsworth
Three Cornerstones Three Cornerstones of Persuasionof Persuasion
Logos
Forms of Reasoning
Inductive Reasoning
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Ch17: Persuasive Speaking
Copyright © 2006 Wadsworth
Three Cornerstones Three Cornerstones of Persuasionof Persuasion
Logos
Forms of Reasoning
Inductive Reasoning
Deductive Reasoning
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Ch17: Persuasive Speaking
Copyright © 2006 Wadsworth
Three Cornerstones Three Cornerstones of Persuasionof Persuasion
Logos
Toulmin Model
Claim - Speaker’s Assertion
Grounds - Evidence for Claim
Warrant - Link Between Grounds and Claim
Qualifier - Limits Scope of Claim
Rebuttal - Addresses Listeners’ Reservations
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Ch17: Persuasive Speaking
Copyright © 2006 Wadsworth
Building CredibilityBuilding Credibility
Understanding Credibility
Another Word for Ethos
Conferred on Speakers by Listeners
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Ch17: Persuasive Speaking
Copyright © 2006 Wadsworth
Building CredibilityBuilding Credibility
Types of Credibility
Initial Credibility
Derived Credibility
Terminal CredibilityWad
swor
th P
hoto
Lib
rary
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Ch17: Persuasive Speaking
Copyright © 2006 Wadsworth
Building CredibilityBuilding Credibility
Enhancing Credibility
State Qualifications
Show Listeners You Care
Appeal to Listeners’ Emotions
Reason Carefully
Wad
swor
th P
hoto
Lib
rary
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Ch17: Persuasive Speaking
Copyright © 2006 Wadsworth
Building CredibilityBuilding Credibility
Use Effective Supporting Materials
Communicate Verbally and Nonverbally
Your Involvement
Respond to Questions Fairly
Enhancing Credibility
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Ch17: Persuasive Speaking
Copyright © 2006 Wadsworth
Organizing Speeches for Organizing Speeches for Persuasive ImpactPersuasive Impact
Motivated Sequence Pattern
Get Listeners’ Attention
Establish the Need
Provide Satisfaction of Need
Visualize the Change
Call Listeners to Action
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Ch17: Persuasive Speaking
Copyright © 2006 Wadsworth
Organizing Speeches for Organizing Speeches for Persuasive ImpactPersuasive Impact
One- and Two-Sided Presentations
Listeners’ Expectations
Listeners’ Attitudes
Listeners’ Knowledge
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Ch17: Persuasive Speaking
Copyright © 2006 Wadsworth
Guidelines for Effective Guidelines for Effective Persuasive SpeechesPersuasive Speeches
Create Common Ground with Listeners
Adapt to Listeners
Avoid Fallacious Reasoning
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Ch17: Persuasive Speaking
Copyright © 2006 Wadsworth
FallaciesFallacies
Ad Hominem Arguments
Post Hoc Ergo Propter Hoc
Bandwagon Appeal
Slippery Slope
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Ch17: Persuasive Speaking
Copyright © 2006 Wadsworth
FallaciesFallacies
Hasty Generalization
Red Herring Argument
Either-Or Logic
Reliance on Halo Effect
Wad
swor
th P
hoto
Lib
rary
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Ch17: Persuasive Speaking
Copyright © 2006 Wadsworth