Eighth Edition Communicating For Results 14 Persuasive Presentations

14 Opening Quotation Williams & Cooler, Power Persuasion, Alistair, 1002, p. 3 Copyright ©

The Washington Post Rough Guides/Alamy Cooke: Case Study Read or describe the case study

Persuasive Definitions & Types Copyright © 2008 Wadsworth / Ch. 14

Persuasion Defined “Persuasion is communication intended to influence choice” --It is intentional Vince Bucci/Getty

Persuasive Presentations Basic types include. . . Speech to convince—asks the audience to believe

Persuasive Theory Copyright © 2008 Wadsworth / Ch. 14

Persuasive Theories Information-Integration Theory Copyright © 2008 Wadsworth / Ch. 14

Persuasive Theories Information-Integration Theory Consistency Theories Copyright © 2008 Wadsworth / Ch. 14

Persuasive Theories Information-Integration Theory Consistency Theories Elaboration Likelihood Theory More on ELM. . .

Persuasive Theories Information-Integration Theory Consistency Theories Elaboration Likelihood Theory (cont. ) Copyright © 2008

Persuasive Theories Information-Integration Theory Consistency Theories Elaboration Likelihood Theory Social Judgment Theory Copyright ©

Persuasive Factors Copyright © 2008 Wadsworth / Ch. 14

Persuasive Factors ic g lo s) o g & o e e (l c

Evidence & Logic Methods of using evidence include. . . Method 1: 1 Assertion

One Side of Argument Present one side when listeners. . . Already agree with

Both Sides of Argument Present both sides of argument when listeners. . . Are

False Reasoning Ad hominem--attacking person not argument Ad populum--everyone knows idea is right Ad

Credibility of Speaker Credibility results from the following basic elements. . . Trustworthiness Competency

Credibility & the Internet fraud based on the following “click-whir” responses. . . Reciprocation—feel

Psychology Needs Maslow’s basic hierarchy of needs. . . Self-actualization Esteem Social Listener’s concern

Opinions of Key Listeners Opinions leaders are. . . Better educated & influential More

Persuasive Presentation Steps Copyright © 2008 Wadsworth / Ch. 14

Persuasive Preparation Steps include. . . 1. 2. 3. 4. 5. 6. Analyze audience

Attitude Poll Use poll to survey attitudes of audience well before presentation. . .

Persuasive Patterns Select one of the following organization patterns. . . Claim Copyright ©

Persuasive Patterns Select & prepare one of the following organizational patterns. . . Claim

Team Presentations Copyright © 2008 Wadsworth / Ch. 14

Effective Team Presentations Basic characteristics include. . . Content: Organized, supported, & smooth Visuals:

Teams Adapt to Media Suggestions include. . . Don’t wear white or sharp contrast

14 Awareness Check Identifying Basic Needs. . . Copyright © 2008 Wadsworth / Ch.

14 Presentation Listen & evaluate Sean’s persuasive speech, “Untreated Depression in America. ” Copyright

14 The End Copyright © 2008 Wadsworth / Ch. 14

Slides: 43

Download presentation

The Washington Post Rough Guides/Alamy Cooke: Case Study Read or describe the case study Answer the following questions: --Why were Cooke’s editors so easily by her resume & story? persuaded --Was the “instant ethos” response involved this study (pp. 407 -408)? -- Other observations? in Copyright © 2008 Wadsworth / Ch. 14

Persuasion Defined “Persuasion is communication intended to influence choice” --It is intentional Vince Bucci/Getty Images --It involves influence, not force --It limits the options perceived as acceptable Copyright © 2008 Wadsworth / Ch. 14

Persuasive Presentations Basic types include. . . Speech to convince—asks the audience to believe or agree with you Speech to actuate—asks the audience to 2003 Laura Farr/ZUMA Press take a particular action Copyright © 2008 Wadsworth / Ch. 14

Persuasive Factors ic g lo s) o g & o e e (l c n sag e id es v E m of Op inio ns Key of Pe opl e Psychological Needs of listeners (pathos) All 4 are needed for persuasion. . . Copyright © 2008 Wadsworth / Ch. 14

Evidence & Logic Methods of using evidence include. . . Method 1: 1 Assertion plus evidence plus source Method 2: Assertion plus evidence Method 3: Assertion plus evidence plus source plus qualifications of source © Peter Chapman Method 4: Assertion plus firsthand experience Copyright © 2008 Wadsworth / Ch. 14

One Side of Argument Present one side when listeners. . . Already agree with proposal Know little about topic Are asked to take immediate action Are unlikely to hear other side One Side Copyright © 2008 Wadsworth / Ch. 14

Both Sides of Argument Present both sides of argument when listeners. . . Are knowledgeable Already disagree Likely to hear both sides Agree, but new to position or belief Side #1 Side #2 Copyright © 2008 Wadsworth / Ch. 14

False Reasoning Ad hominem--attacking person not argument Ad populum--everyone knows idea is right Ad Ignoratiam--can’t prove wrong; must be right Begging the question--it is because it is Hasty generalization--based on too few examples Post hoc--B followed A; therefore, A caused B Slippery slope--one bad step leads to another Copyright © 2008 Wadsworth / Ch. 14

Credibility of Speaker Credibility results from the following basic elements. . . Trustworthiness Competency Objectivity Organizational rank Image Source Limited/Index Stock Imagery Dynamism Copyright © 2008 Wadsworth / Ch. 14

Credibility & the Internet fraud based on the following “click-whir” responses. . . Reciprocation—feel obligated to reciprocate Commitment & consistency—defend decisions Social proof—if others do it, it must be right Likeability—more influenced by people we like Authority—influenced by those with authority © Jason Harris Scarcity—value scarce items more Copyright © 2008 Wadsworth / Ch. 14

Psychology Needs Maslow’s basic hierarchy of needs. . . Self-actualization Esteem Social Listener’s concern Safety Successful approach Successful speakers relate evidence & arguments to at least two specific audience needs Physiological Copyright © 2008 Wadsworth / Ch. 14

Persuasive Preparation Steps include. . . 1. 2. 3. 4. 5. 6. Analyze audience Write purpose as position statement Analyze your credibility Research topic Select best organizational pattern Complete outline or storyboards (to check supports, introduction, & conclusion) 7. Make sure presentation is ethical 8. Practice using visual aids Copyright © 2008 Wadsworth / Ch. 14

Persuasive Patterns Select & prepare one of the following organizational patterns. . . Claim Causal Problem-Solution Criteria Satisfaction Comparative Advantages Motivated Sequence I. Attention Step II. Need Step III. Satisfaction Step IV. Visualization Step V. Action Step Motivated Sequence Copyright © 2008 Wadsworth / Ch. 14

Effective Team Presentations Basic characteristics include. . . Content: Organized, supported, & smooth Visuals: Creative, professional, & effective © Roger Persson Delivery: Smooth, polished, & dynamic Copyright © 2008 Wadsworth / Ch. 14

Teams Adapt to Media Suggestions include. . . Don’t wear white or sharp contrast clothing Avoid stripes, polka dots, & patterns Avoid warm or hot colors Wear lightweight fabrics Wear “slenderizing” clothing Avoid shiny jewelry or shiny clothing Women wear regular makeup Copyright © 2008 Wadsworth / Ch. 14