The Persuasive ProcessThe Persuasive Process

Chapter 14Chapter 14

After completing this chapter, you After completing this chapter, you will be able towill be able to

define persuasion and describe the define persuasion and describe the persuasive processpersuasive process

analyze listeners’ needs and positionsanalyze listeners’ needs and positions create logical, emotional, and credibility create logical, emotional, and credibility

appealsappeals demonstrate ethical standardsdemonstrate ethical standards identify false persuasion strategiesidentify false persuasion strategies construct and deliver a persuasive messageconstruct and deliver a persuasive message evaluate persuasive messagesevaluate persuasive messages discuss the ethics of persuasiondiscuss the ethics of persuasion

PersuasionPersuasion is a communication is a communication process with a goal of influencing process with a goal of influencing

other people.other people.

A persuasive message is a A persuasive message is a communication strategy designed communication strategy designed to change a listener’s beliefs or to change a listener’s beliefs or behavior or to move a listener to behavior or to move a listener to

action.action.

To persuade an audience, a To persuade an audience, a speaker must focus on the speaker must focus on the

RECIEVERS RECIEVERS of the persuasive of the persuasive message.message.

A successful persuader tries to A successful persuader tries to influence his/her audience by influence his/her audience by

putting them in a mental state of putting them in a mental state of conflict.conflict.

Persuasion is a very powerful Persuasion is a very powerful communication process. In its communication process. In its

simplest form, you are making an simplest form, you are making an ifif and and thenthen argument: argument:

If If you do this, you do this, then then good things will good things will happen or bad things will be happen or bad things will be

avoided.avoided.

There are two factors you have to There are two factors you have to consider as you develop your consider as you develop your

persuasive competence:persuasive competence:

1. ethics1. ethics2. impact2. impact

Ethical persuaders do not ignore Ethical persuaders do not ignore information that might weaken their information that might weaken their

positions.positions. They consider both sides, They consider both sides,

acknowledge what might be acknowledge what might be important points on the opposing important points on the opposing side, note why they disagree with side, note why they disagree with

some or all of those points, and try some or all of those points, and try to convince the listeners why their to convince the listeners why their

positions are stronger.positions are stronger.

Steps in the Persuasive ProcessSteps in the Persuasive Process

1.1. Decide on an audience goal.Decide on an audience goal.

2.2. Analyze the listeners.Analyze the listeners.

3.3. Create logical, emotional, and Create logical, emotional, and credibility appeals.credibility appeals.

4.4. Organize and deliver the persuasive Organize and deliver the persuasive message.message.

5.5. Evaluate your effectiveness.Evaluate your effectiveness.

To become a competent persuader, To become a competent persuader, you must analyze your listeners to you must analyze your listeners to

identify identify (1) their needs and (1) their needs and

(2) their positions on your topic.(2) their positions on your topic.

Maslow’s Maslow’s Hierarchy of Human NeedsHierarchy of Human Needs

Listener PositionsListener Positions

Supportive ListenersSupportive Listeners agree with your ideasagree with your ideas

Uncommitted ListenersUncommitted Listeners have no set opinionhave no set opinion

Indifferent ListenersIndifferent Listeners don’t yet caredon’t yet care

Opposed ListenersOpposed Listeners are hostile toward your are hostile toward your

topic or ideastopic or ideas

The Greek philosopher Aristotle The Greek philosopher Aristotle first prescribed the three strategies first prescribed the three strategies

for persuasive speaking. for persuasive speaking.

He called them He called them logos logos (logic), (logic), pathos pathos (emotion), and (emotion), and ethos ethos

(credibility). (credibility).

Types of AppealsTypes of Appeals

Logical AppealsLogical Appeals use solid evidence and sound reasoninguse solid evidence and sound reasoning

Emotional AppealsEmotional Appeals use listeners’ feelings to persuade themuse listeners’ feelings to persuade them

Credibility AppealsCredibility Appeals make a speaker believablemake a speaker believable

You can test evidence with the You can test evidence with the following questions:following questions:

1.1. Is it fact or opinion?Is it fact or opinion?

2.2. Is it current?Is it current?

3.3. Is the source credible?Is the source credible?

4.4. Is it relevant?Is it relevant?

5.5. Is it valid or representative?Is it valid or representative?

Logical AppealsLogical Appeals

DefinitionsDefinitions FactsFacts StatisticsStatistics ExamplesExamples Expert testimonyExpert testimony

Types of ReasoningTypes of Reasoning

Inductive reasoningInductive reasoning

involves using specific involves using specific

pieces of information pieces of information to to

make a general make a general

conclusion.conclusion.

Small to BigSmall to Big

Deductive reasoningDeductive reasoning

involves using a involves using a general general

idea to reach a idea to reach a

conclusion about a conclusion about a

specific case.specific case.

Big to SmallBig to Small

It is important to test inductive reasoning by It is important to test inductive reasoning by looking at the connection between evidence looking at the connection between evidence

and conclusion.and conclusion.You need to consider these You need to consider these

factors:factors:

1.1. Are there enough Are there enough examples?examples?

2.2. Are they topical?Are they topical?

3.3. Are there important Are there important exceptions or special cases?exceptions or special cases?

When you use deductive reasoning, you When you use deductive reasoning, you need to test it by asking yourself the need to test it by asking yourself the

following questions:following questions:1.1. Is the general Is the general

statement true?statement true?

2.2. Is the specific Is the specific example true?example true?

3.3. Does the specific Does the specific example apply example apply the the general the the general statement?statement?

Cause and effect reasoningCause and effect reasoning suggests the one event produces a suggests the one event produces a

second.second.

Emotional AppealsEmotional Appeals GuiltGuilt FearFear FreedomFreedom JusticeJustice GreedGreed PatriotismPatriotism BelongingBelonging AngerAnger HappinessHappiness

Credibility AppealsCredibility Appeals

BelievabilityBelievability Demonstrate your knowledge of a topic.Demonstrate your knowledge of a topic.

Ethical StandardsEthical Standards Conform to acceptable standards of Conform to acceptable standards of

conduct.conduct. Recognize competing or opposing points Recognize competing or opposing points

of view.of view. Demonstrate that you have done careful Demonstrate that you have done careful

research (Tell us your sources).research (Tell us your sources).

Sometimes speakers use incorrect or Sometimes speakers use incorrect or misleading appeals, called misleading appeals, called faulty faulty appealsappeals, to try to persuade their , to try to persuade their

audience members.audience members.

False Persuasive StrategiesFalse Persuasive Strategies Defective Evidence (flawed information)Defective Evidence (flawed information) Slippery Slope (once something happens it Slippery Slope (once something happens it

establishes a trend and other things)establishes a trend and other things) Red Herring (not related to topic)Red Herring (not related to topic) Glittering Generalities (vague, general statements)Glittering Generalities (vague, general statements) Card Stacking (piling up information on one side of Card Stacking (piling up information on one side of

an issue with little backing)an issue with little backing) Bandwagon Appeal (do something because Bandwagon Appeal (do something because

everyone else is)everyone else is) Unrelated Testimonials (link things that are not Unrelated Testimonials (link things that are not

related)related) Name-calling (attacking the other person, not their Name-calling (attacking the other person, not their

ideas)ideas)

Organizing the Persuasive SpeechOrganizing the Persuasive Speech

1.1. Statement of Statement of ReasonsReasons

2.2. Problem-SolutionProblem-Solution

3.3. Motivated Motivated SequenceSequence

Statement of Reasons Statement of Reasons

For supportive listeners, just listing For supportive listeners, just listing three or three or

four reasons may be enough to get four reasons may be enough to get your your

message across and inspire them to message across and inspire them to act on act on

your proposal.your proposal.

Problem-SolutionProblem-Solution

When using the problem-solution When using the problem-solution

organization, the speaker describes organization, the speaker describes the the

problem, relating consequences or problem, relating consequences or reasons reasons

to be concerned, and then describes to be concerned, and then describes ways ways

to solve the problem.to solve the problem.

Motivated, or Hey-You-See-So, MethodMotivated, or Hey-You-See-So, Method

1.1. Hey, look or listen to me!Hey, look or listen to me!

2.2. You need to here what I’m saying.You need to here what I’m saying.

3.3. See what I can do for you!See what I can do for you!

4.4. So, what are you going to do about So, what are you going to do about it?it?

Effective Persuaders follow these guidelines Effective Persuaders follow these guidelines for preparing a persuasive argument:for preparing a persuasive argument:

1.1. Use a variety of supports rather than Use a variety of supports rather than only one type.only one type.

2.2. Make the links between the supports and Make the links between the supports and the main ideas clear.the main ideas clear.

3.3. Anticipate objections and address them Anticipate objections and address them directly.directly.

4.4. Keep listeners’ interests and concerns in Keep listeners’ interests and concerns in mind. Don’t think, “What would mind. Don’t think, “What would persuade me?” Ask, “What would persuade me?” Ask, “What would persuade these listeners?”persuade these listeners?”

You can evaluate a persuasive You can evaluate a persuasive message by askingmessage by asking

How credible is the speaker?How credible is the speaker? What logical appeals are being used What logical appeals are being used

by the speaker?by the speaker? What emotional appeals are being What emotional appeals are being

used? Are they appropriate?used? Are they appropriate? To what extent does the message To what extent does the message

reflect an understanding of both sides reflect an understanding of both sides on the issue?on the issue?

What, if anything, is unsaid or What, if anything, is unsaid or overlooked?overlooked?

SummarySummary

Effective persuaders use the Effective persuaders use the following steps:following steps:

1.1. Decide on an audience goal.Decide on an audience goal.

2.2. Analyze the listeners.Analyze the listeners.

3.3. Create logical, emotional, and Create logical, emotional, and credibility appeals.credibility appeals.

4.4. Organize and deliver the message.Organize and deliver the message.

5.5. Evaluate the message’s Evaluate the message’s effectiveness.effectiveness.