COMM 120 - Chapter 16: Persuasive Speaking Strategies

Strategy 1: Enhance The Speaker

• Utilize ethos

• Identify the affiliation/connection between the speaker and audience

• Establish good will; appear competent

Strategy 2: Persuasive Focus

• Persuasive Argument

• Persuasive Evidence

Strategy 3: Emotional Appeals

Utilize pathos to appeal to the audience’s emotions

Strategy 4: Fear Appeal

• Audience must feel vulnerable

• A clear recommendation for avoiding fear is given

• More persuasive when combined with high-quality arguments

Strategy 6: Ethics

• Must complement the central route of emotional appeal

Strategy 7: Framing

• Framing - the lens an argument is made in

• Reframing - reiterating the desired perception

Strategy 8: Key Terms

• Cognitive Dissonance

Strategy 9: Organizational Pattern

• One-Sided: present argument in favor, ignoring opposition

• Two-Sided: presenting argument while refuting the opposite side