prof com pt. 8: persuasive speaking

reasoning

the ability to think, form judgements and draw conclusions

persuasive speech

Presentations that aim to change others by prompting them to think, feel or act differently.

inductive reasoning

uses certain specific cases to help prove a general truth; starts w specific examples and uses them to draw a general conclusion

deductive reasoning

Counterpart to inductive reasoning; begins w a conclusion and then shows how it applies to specific examples

3 cornerstones of persuasion created by Aristotle

ethos pathos logos

ethos

The perceived personal character of the speaker

• integrity, trust, goodwill, credible, enthusiasm, dynamism

pathos

Appeal to listeners’ emotions to get them involved with your speech, not for the sake of emotional arousal itself.

• influenced by feelings, psychology, opinions

• emotional reasons

logos

• Present thoughts in an organized fashion.

• Offer evidence from examples, studies, statistics, anecdotes

credibility

• Has integrity

• Is positively disposed toward them

• Can be trusted

initial credibility

the expertise and trustworthiness listeners recognize before a presentation begins

derived credibility

the expertise and trustworthiness that listeners recognize as a result of how speakers communicate during presentations

terminal credibility

the cumulative expertise listeners recognize in a speaker based on initial and derived credibility

how to build credibility

qualifications, care abt listeners n their feelings, logic and reasoning, show involvement verbally and nonverbally, open-minded

Speakers who want to be judged as credible should establish…

goodwill towards listeners

• Show understanding of listeners’ ideas, feelings, and needs.

• Demonstrate empathy.

• Be attentive and reactive to listeners

organizing persuasive speech

• intro: AGD, thesis, roadmap

• conclusion: summarize, closing statement

• internal summaries + good transitions

persuasive guidelines

• Build common ground with listeners thru similarities

• Adapt to listeners.

  • Audience analysis → understand what your audience knows, believes and expects

5 examples of rhetorical devices

• emotional appeal

• bandwagon

• repetition

• testimonial

• humor

emotional appeal

invoke strong feelings abt product

bandwagon

everyone does it, so u should do it too

repetition

repeating ideas

testimonial

Consists of a trusted person’s written or spoken statement extolling the virtue of a product

humor

use comedy

fallacy

• An error in reasoning → bad logic

• lowers credibility and ethics

3 fallacies of relevance

ad hominem → personal attack

two wrongs → bandwagon, evb does it so it’s ok

red herring → introduce diff argument

fallacy of ambiguity

Stems from an imprecise use of language.

• Straw Man – misrepresents a position and then attacks the misrepresentation

4 fallacies of presumption

begging the question → assuming the conclusion as part of the presumption

hasty generalization → makes a conclusion based on inaccurate generalities

false premise → premises the conclusion is formed on is incorrect

mistaken causality → Assumes that because one event follows another, it caused it

3 parts of solid argument (Toulmin)

claim data warrant