Chapters 16 and 17
The Strategy of Persuasion

Persuasion is. . .

the process of influencing another person’s values, beliefs, attitudes, or behaviors.

Types of Influence (see diagram in book)

The Pyramid of Persuasion (see diagram in book)

Types of Persuasive Speeches

• Speeches to Convince

• Speeches to Actuate

• Speeches to Inspire

Three Modes of Persuasion

• Ethos: Speaker credibility

• Logos: Logical appeal

• Pathos: Emotional appeal

Persuasive Speaking Strategies. . .

• Establish your credibility.

– Convey competence.

– Convey trustworthiness.

– Convey dynamism.

• Focus your goals.

– Limit your goals.

– Argue incrementally.

• Connect with your listeners.

– Assess listeners’ knowledge of topic.

– Assess importance to audience.

– Motivate your listeners.

– Relate message to listeners’ values.

• Organize your arguments.

– Primacy theory.

– Recency theory

• Support your ideas.

• Enhance your emotional appeals.

– Tap audience values.

– Use vivid examples.

– Use emotive language.

– Use effective delivery.

Chapter 17
The Structure of Persuasion

Steps of an Argument

• You make a claim.

• You offer evidence.

• You show how the evidence proves the claim.

Refuting an Argument

• State the position you are refuting.

• State your position.

• Support your position.

• Show how your position undermines the opposing argument.

Types of Argument

1. Argument by Example

• Are the examples true?

• Are the examples relevant?

• Are the examples sufficient?

• Are the examples representative?

2. Argument by Analogy

• Are the similarities between cases relevant?

• Are any of the differences relevant?

3. Argument by Cause

• Does a causal relationship exist?

• Could the presumed cause produce the effect?

• Could the effect result from other causes?

4. Argument by Deduction

• Do the premises relate to each other?

• Is the major premise true?

• Is the minor premise true?

5. Argument by Authority

• Is the source an expert?

• Is the source unbiased?

6. Argument by Induction

Fallacies of Argument

• Hasty Generalization

• False Analogy

• Post Hoc Ergo Propter Hoc

• Slippery Slope

• Red Herring

• Appeal to Tradition

• False Dilemma

• False Authority

• Bandwagon

• Ad Hominem

Requirements of Propositions

• Propositions express a judgment.

• Propositions are debatable.

• Propositions require proof.

Types of Propositions

• Propositions of Fact

• Propositions of Value

• Propositions of Policy

Monroe’s Motivated Sequence

• Attention

• Need

• Satisfaction

• Visualization

• Action