Argument, Reasoning & Evidence

kitamoncrief

Chapter151.html

Home >Education homework help >Argument, Reasoning & Evidence

Practically Speaking

by J. Dan Rothwell

Chapter 15Foundations of Persuasive Speaking

Defining Persuasion
Goals of Persuasion
Attitude-Behavior Consistency
Elaboration Likelihood Model
Propositions: Fact, Value, and Policy Claims
Culture and Persuasion

Chapter 15 Learning Objectives

1 Identify the definition of persuasion in the context of speech content.
2 Choose an appropriate goal of a persuasive speech for a given audience.
3 Determine the inconsistencies in audience attitude and behavior that can impact how a speaker chooses a persuasive speaking strategy.
4 Identify how to use the elaboration likelihood model to help listeners sort important and relevant persuasive content.
5 Determine strategies for choosing an effective type of persuasive proposition for a given audience.
6 Assess how culture can impact a given persuasive speaking situation.

Defining Persuasion

Persuasion is the communication process of converting, modifying, or maintaining the attitudes and/or behavior of others

What is the difference between coercion and persuasion?

Coercion vs. Persuasion

Perception of Choice

Coercion Persuasion

ThreatsArgument

Physical forceEvidence

BlackmailReasoning

ViolenceEmotion

Three Goals of Persuasion

Conversion
Modification
Maintenance

Conversion: Radical Persuasion

The Social Judgement Theory of persuasion says that listeners compare persuasive messages with attitudes they already hold
Listeners rely on anchors, or reference points, to form their latitude of:
- Acceptance
- Noncommitment, and/or
- Rejection

Conversion is an Extremely Difficult Goal

A woman points both her hands to the right as she speaks.

Why Conversion Is Extremely Difficult

On a scale of Strongly agree to strongly disagree, the text is as follows. Strongly agree; anchor; College should be free. Agree; latitude of acceptance; Minimal tuition and fees can be charged. In the middle of indifferent and disagree; latitude of non-commitment; Public colleges should be supported by taxes. Strongly disagree; Latitude of Rejection; Students should pay entire cost or students should pay at least 75 percent of cost.

Social Judgment Theory

Modification: Do Not Ask For the Moon

Incremental change, not abrupt, major change is far more likely to be persuasive

Ban ALL guns

Ban assault rifles

Vs.

Maintenance: Keep ‘Em Coming Back

Protestors hold vertical signs that read America. The other horizontal signs they hold are change maker.

Attitude-Behavior Consistency

In a cartoon, a man holds a cigarette in his hand and bends forward and coughs. A man near him puts his hand on the shoulder of the man who coughs. The man who coughs says Smoking cough is really bad for me; cough cough; I feel like I’m coughing up a lung. Both the men walk together. The other man asks then why don’t you quit. The man who smoke says I should, maybe, I will someday.

Reasons for Attitude-Behavior Inconsistencies

Direct vs. indirect experience
Social pressure
Effort required

Direct Experience: No Secondhand Attitudes

Attitudes formed from direct experience usually conform more closely to actual behavior than those formed more indirectly

Help your audience feel that they are affected by the problem you describe or empathize with those afflicted

Example of direct versus indirect experience

Social Pressure: Getting Heat from Others

Women hold drinks bottles and say cheers.

Effort Required: Degree of Difficulty

Find the easiest ways for listeners to express their support

Suggest ways that even complex solutions can be implemented in relatively simple, straightforward steps

Example of effort required with solutions to opioid addiction

Elaboration Likelihood Model

The elaboration likelihood model (ELM) of persuasion explains how listeners cope with and sort persuasive messages
There are two primary routes to persuasion according to ELM:
1. Central Route (skepticism): Use of reasoning and evidence
2. Peripheral Route: Considering likeability, credibility, celebrity, physical attractiveness, and body language cues

Elaboration Likelihood Model:Identifying Peripheral Cues

Identify the peripheral cues of both speakers in the photo based on likability, credibility, celebrity, physical attractiveness, body language cues.

A photograph of Paul Ryan and Joe Biden engaging in the vice presidential debate.

Examples of ELM

Parallel processing: using both central and peripheral routes to persuasion.

“The Great Debaters”

Review of Chapter 15 Learning Objectives

1 Identify the definition of persuasion in the context of speech content.
2 Choose an appropriate goal of a persuasive speech for a given audience.
3 Determine the inconsistencies in audience attitude and behavior that can impact how a speaker chooses a persuasive speaking strategy.
4 Identify how to use the elaboration likelihood model to help listeners sort important and relevant persuasive content.
5 Determine strategies for choosing an effective type of persuasive proposition for a given audience.
6 Assess how culture can impact a given persuasive speaking situation.