Persuading your Audience Chapter 11 Goals of Persuasive

Persuading your Audience Chapter 11

Goals of Persuasive Speaking • Persuasion = the process of influencing another person’s attitude • Goals ▫ To strengthen or weaken attitudes, beliefs, or values ▫ To change attitudes, beliefs, or values ▫ To motivate to action

Three Persuasive Proofs • Relies on the work of Aristotle • Three proofs ▫ Logical ▫ Emotional ▫ Credibility

Logical Proof • Arguments focus on facts and evidence • Listeners more likely to remain persuaded over time • Reasoning can come from: ▫ Specific instances and generalizations ▫ Causes and effects ▫ Sign (drawing conclusion based on symptoms)

Emotional Proof • Appeals to listeners’ feelings, needs, desires, and wants • When using emotion, speaker should energize and motivate • Uses Maslow’s Hierarchy of Needs ▫ ▫ ▫ Physiological Needs Safety Needs Belonging and Love Needs Self-Esteem Needs Self-Actualization Needs

Credibility Proof • Relies on the audience’s ability to see the speaker as believable • Credibility is established by ▫ Competence ▫ Character ▫ Charisma

Principles to Apply When Persuading • • Think about/Focus on your audience Identify with your audience Secure a yes response (secure agreement) Anticipate selective exposure ▫ Listeners will listen when they agree, and actively avoid information when they disagree

Principles, Cont. • • • Use Positive Labeling Ask for reasonable amounts of change Provide Social Proof through examples Motivate with limited choices Keep culture in mind

Additional Help • Your text details various types of outlines for persuasive speeches at the end of chapter 11