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Persuasionwithaudio.pptxPersuasion – Methods & Techniques
Persuasion is
the most important form
of human communication
Adler’s Aspects of Persuasion
Pathos
Ethos
Logos
Persuasion – Methods & Techniques
Ronald B. Adler in his text Understanding Human Communication:
Identifies 4 key aspects that can be applied
to persuasive public speaking:
Persuasion is not coercive.
Persuasion is usually incremental.
Persuasion is interactive.
Persuasion should be ethical.
Persuasion – Methods & Techniques
Reasons People are Persuaded
1. Speaker has high credibility.
Won over by evidence.
Convinced by reasoning.
Emotional response.
So consider: Ethos + Logos + Pathos
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Persuasion – Methods & Techniques
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Persuasive speakers will have to use Pathos:
But it must be ethical.
But it must be appropriate.
But it must be from credible and reliable sources.
Persuasion – Methods & Techniques
Audience will respond to Pathos:
Use emotional language
Develop vivid examples
Speak with sincerity, conviction
Persuasion – Methods & Techniques
Credibility is Important
Aristotle called this ETHOS
Based on Competence
Based on Character
Based on Charisma
Stephen E. Lucas’s text, “The Art of Public Speaking” says that credibility is a mix of competence, character, power, and likeablility (similar to the Charisma factor offered in your Adler textbook)
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Persuasion – Methods & Techniques
Credibility is Important
3 Ways to enhance your “image”
1. Explain your competence
2. Establish common ground
3. Good Delivery
Speak Fluently
Speak Expressively
Show Conviction & Energy
Delivery is often associated with the power and competence of the speaker which is perceived by the audience. This is an important part of the “image” the speaker portrays to his or her audience. It is the real basis of credibility.
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Persuasion – Methods & Techniques
Reasoning is drawing a conclusion based on evidence.
Audiences are Convinced by Sound Reasoning
Inductive Reasoning
Deductive Reasoning
Reasoning by Analogy
Persuasion – Methods & Techniques
Inductive Reasoning:
Specific info moves to a general conclusion
Uses specific examples
Guidelines
Beware of hasty generalizations
Watch wording – do not overstate the facts
Reinforce with stats and/or testimony
Persuasion – Methods & Techniques
Deductive Reasoning:
Moves from General Principle to the Specific
Uses a Classic Syllogism
Major Premise
Minor Premise
Conclusion
Persuasion – Methods & Techniques
Deductive Reasoning:
Moves from General Principle to the Specific
Uses a Classic Syllogism
Major Premise – All men are mortal.
Minor Premise – Socrates is a man.
Conclusion – Socrates is mortal.
Speech 1311 – Online Lecture
Persuasion – Methods & Techniques
Deductive Reasoning:
Moves from General Principle to the Specific
Uses a Classic Syllogism
Major Premise – Must be proven.
Minor Premise – Audience must agree.
Conclusion – Result will be inevitable.
So- if A = B
and if B = C then A = C
Persuasion – Methods & Techniques
Deductive Reasoning:
Moves from General Principle to the Specific
Uses a Classic Syllogism
Major Premise – Must be proven.
Minor Premise – Audience must agree.
Conclusion – Result will be inevitable.
Evidence plays a KEY role in your audience’s acceptance of the syllogism.
Persuasion – Methods & Techniques
Analogical Reasoning:
Comparing two similar cases
What is true for first case is also true for second
Cases must be essentially alike
Persuasion – Methods & Techniques
You are leading your audience
to make a specific choice.
Make sure it is a good choice for you and your audience.
