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METHODS OF PERSUASION PowerPoint Presentation
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METHODS OF PERSUASION

METHODS OF PERSUASION

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METHODS OF PERSUASION

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  1. METHODS OFPERSUASION KimAlyse Popkave, M.Ed., CMI, CPPC Instructor

  2. METHODS OF PERSUASION • 4 Reasons Listeners Are Persuaded: KimAlyse Popkave, M.Ed., CMI, CPPC Instructor

  3. METHODS OF PERSUASION • Because They Perceive The Speaker As Having High Credibility KimAlyse Popkave, M.Ed., CMI, CPPC Instructor

  4. METHODS OF PERSUASION • Because They Are Won Over By The Speaker’s Evidence KimAlyse Popkave, M.Ed., CMI, CPPC Instructor

  5. METHODS OF PERSUASION KimAlyse Popkave, M.Ed., CMI, CPPC Instructor • Because They Are Convinced By The Speaker’s Reasoning

  6. METHODS OF PERSUASION KimAlyse Popkave, M.Ed., CMI, CPPC Instructor • Because Their Emotions Are Touched By The Speaker’s Ideas Or Language

  7. METHODS OF PERSUASION KimAlyse Popkave, M.Ed., CMI, CPPC Instructor • Building Credibility

  8. METHODS OF PERSUASION KimAlyse Popkave, M.Ed., CMI, CPPC Instructor • Ethos • Aristotle’s Term For What Modern Students Of Communication Call Credibility

  9. METHODS OF PERSUASION KimAlyse Popkave, M.Ed., CMI, CPPC Instructor • Ethos • In A Given Situation, On A Given Topic, How Credible Is The Speaker Perceived To Be • Speaker Credibility Varies From Audience To Audience & From Topic To Topic

  10. METHODS OF PERSUASION KimAlyse Popkave, M.Ed., CMI, CPPC Instructor • Credibility • The Audience’s Attitude Toward Or Perception Of The Speaker’s Qualifications To Speak On A Particular Topic

  11. METHODS OF PERSUASION KimAlyse Popkave, M.Ed., CMI, CPPC Instructor • Two Major Factors Influencing Credibility: • Competence • Character

  12. METHODS OF PERSUASION KimAlyse Popkave, M.Ed., CMI, CPPC Instructor • Competence • Audience’s Regard Of A Speaker’s Intelligence, Expertise, & Knowledge Of The Subject

  13. METHODS OF PERSUASION KimAlyse Popkave, M.Ed., CMI, CPPC Instructor • Character • Audience’s Regard Of A Speaker’s Sincerity, Trustworthiness, & Concern For The Well-being Of The Audience

  14. METHODS OF PERSUASION KimAlyse Popkave, M.Ed., CMI, CPPC Instructor • Three Types of Credibility: • Initial Credibility • Derived Credibility • Terminal Credibility

  15. METHODS OF PERSUASION KimAlyse Popkave, M.Ed., CMI, CPPC Instructor • Initial Credibility • Audience Perception Of The Speaker Before The Speech Begins

  16. METHODS OF PERSUASION KimAlyse Popkave, M.Ed., CMI, CPPC Instructor • Derived Credibility • Produced By Everything A Speaker Says And Does During The Speech

  17. METHODS OF PERSUASION KimAlyse Popkave, M.Ed., CMI, CPPC Instructor • Terminal Credibility • Audience Perception Of The Speaker At The End Of A Speech

  18. METHODS OF PERSUASION KimAlyse Popkave, M.Ed., CMI, CPPC Instructor • 3 Strategies To Enhance Credibility

  19. METHODS OF PERSUASION KimAlyse Popkave, M.Ed., CMI, CPPC Instructor • Explain Competence • Stress Research • Stress Personal Knowledge Gained Through Experience

  20. METHODS OF PERSUASION KimAlyse Popkave, M.Ed., CMI, CPPC Instructor • Establish A Common Ground • Show Respect For & Identify With Audience Values & Beliefs • Especially Important During The Introduction Of A Persuasive Speech

  21. METHODS OF PERSUASION KimAlyse Popkave, M.Ed., CMI, CPPC Instructor • Deliver Speeches Fluently, Expressively, & With Conviction • Research Shows That Fluent Delivery & Conviction Of Ideas Greatly Strengthens Speaker Credibility

  22. METHODS OF PERSUASION KimAlyse Popkave, M.Ed., CMI, CPPC Instructor • Using Evidence

  23. METHODS OF PERSUASION KimAlyse Popkave, M.Ed., CMI, CPPC Instructor • Evidence • Examples • Statistics • Testimony • Used To Prove Or Disprove Something

  24. METHODS OF PERSUASION KimAlyse Popkave, M.Ed., CMI, CPPC Instructor • To Be Persuasive, Speakers Must Support Their Views With Evidence

  25. METHODS OF PERSUASION KimAlyse Popkave, M.Ed., CMI, CPPC Instructor • Careful Listeners Are Skeptical Of Unsupported Claims

  26. METHODS OF PERSUASION KimAlyse Popkave, M.Ed., CMI, CPPC Instructor • Strong Evidence Becomes Particularly Important When The Speaker Is Not Recognized As An Expert On The Speech Topic

  27. METHODS OF PERSUASION KimAlyse Popkave, M.Ed., CMI, CPPC Instructor • Strong Evidence Is Crucial When The Target Audience Opposes The Speaker’s Point Of View

  28. METHODS OF PERSUASION KimAlyse Popkave, M.Ed., CMI, CPPC Instructor • 4 Tips For Using Evidence:

  29. METHODS OF PERSUASION KimAlyse Popkave, M.Ed., CMI, CPPC Instructor • Use Specific Evidence • Evidence Is More Persuasive When Stated In Specific, Rather Than General, Terms

  30. METHODS OF PERSUASION KimAlyse Popkave, M.Ed., CMI, CPPC Instructor • Use Specific Evidence • Specific Evidence Enhances Speaker Credibility By Demonstrating The Speaker’s Grasp Of The Material

  31. METHODS OF PERSUASION KimAlyse Popkave, M.Ed., CMI, CPPC Instructor • Use Novel Evidence • Evidence Is More Persuasive When It Is New To The Audience

  32. METHODS OF PERSUASION KimAlyse Popkave, M.Ed., CMI, CPPC Instructor • Use Novel Evidence • Providing The Audience With New Facts & Figures Requires Resourceful Research, But Is Well Worth The Effort

  33. METHODS OF PERSUASION KimAlyse Popkave, M.Ed., CMI, CPPC Instructor • Use Evidence From Credible Sources • Evidence From Competent, Credible Sources Is More Persuasive

  34. METHODS OF PERSUASION KimAlyse Popkave, M.Ed., CMI, CPPC Instructor • Use Evidence From Credible Sources • Listeners Are Skeptical Of Sources That Appear To Be Biased

  35. METHODS OF PERSUASION KimAlyse Popkave, M.Ed., CMI, CPPC Instructor • Make Clear The Point Of The Evidence • Speakers Cannot Count On Listeners To, On Their Own, Draw The Conclusion The Speaker Wants Them To Reach

  36. METHODS OF PERSUASION KimAlyse Popkave, M.Ed., CMI, CPPC Instructor • Make Clear The Point Of The Evidence • Speakers Need To State The Points They Are Trying To Make With The Evidence

  37. METHODS OF PERSUASION KimAlyse Popkave, M.Ed., CMI, CPPC Instructor • Using Reasoning

  38. METHODS OF PERSUASION KimAlyse Popkave, M.Ed., CMI, CPPC Instructor • Reasoning • The Process Of Drawing A Conclusion Based On Evidence

  39. METHODS OF PERSUASION KimAlyse Popkave, M.Ed., CMI, CPPC Instructor • 2 Major Concerns: • Make Sure Reasoning Is Sound • Get Listeners To Agree With Speaker’s Reasoning

  40. METHODS OF PERSUASION KimAlyse Popkave, M.Ed., CMI, CPPC Instructor • Use Reasoning From Specific Instances • Progress From Particular Facts To General Conclusion

  41. METHODS OF PERSUASION KimAlyse Popkave, M.Ed., CMI, CPPC Instructor • Guidelines For Use Of Reasoning From Specific Instances:

  42. METHODS OF PERSUASION KimAlyse Popkave, M.Ed., CMI, CPPC Instructor • Beware Of Hasty Generalizations Based Upon Insufficient Evidence • Don’t Overstate The Facts • Reinforce The Argument With Statistics Or Testimony

  43. METHODS OF PERSUASION KimAlyse Popkave, M.Ed., CMI, CPPC Instructor • Use Reasoning From Principle • Move From A General Principle To A Specific Conclusion

  44. METHODS OF PERSUASION KimAlyse Popkave, M.Ed., CMI, CPPC Instructor • 2 Basic Guidelines For Reasoning From Principle:

  45. METHODS OF PERSUASION KimAlyse Popkave, M.Ed., CMI, CPPC Instructor • Make Certain That The Audience Will Accept The General Principle

  46. METHODS OF PERSUASION KimAlyse Popkave, M.Ed., CMI, CPPC Instructor • Make Sure The Audience Will Accept The Minor Premise

  47. METHODS OF PERSUASION KimAlyse Popkave, M.Ed., CMI, CPPC Instructor • Use Causal Reasoning • Tries To Establish A Relationship Between Causes And Effects

  48. METHODS OF PERSUASION KimAlyse Popkave, M.Ed., CMI, CPPC Instructor • Guidelines For Using Causal Reasoning:

  49. METHODS OF PERSUASION KimAlyse Popkave, M.Ed., CMI, CPPC Instructor • Avoid The Fallacy Of The False Cause • “Post Hoc, Ergo Propter Hoc” • “After This, Therefore Because Of This”

  50. METHODS OF PERSUASION KimAlyse Popkave, M.Ed., CMI, CPPC Instructor • Avoid The Fallacy Of Assuming That Events Have Only One Cause • Most Events Have Several Causes • Don’t Oversimplify