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ProcessofPersuasion.pptxCommunications 135 - Lecture
Persuasion Is a Communication Process
Gain Attention
Orientation
Acceptance
Integration
Speaking to Persuade
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Communications 135 - Lecture
Persuasion Is Different from Informative Speaking
This information comes from the Dr. Stephen F. Lucas text,
The Art of Public Speaking
Asks Audience to Make a Choice
Asks Audience for a Commitment
Speaker is a Leader
Requires High Ethical Standards
Relies More on Pathos
Speaking to Persuade
Communications 135 - Lecture
Three Basic Types of Persuasive Speaking
Question of Fact
Is something true/false? Did it happen? Will it happen?
Question of Value
Is something good/bad? Moral/Immoral? Fair/Unfair?
Question of Policy
What should be done? What should NOT be done?
Speaking to Persuade
Communications 135 - Lecture
Persuasion Relies Heavily on Good Audience Analysis
Speaking to Persuade
A more effective “appeal” to a “hostile” audience.
ETHOS
Communications 135 - Lecture
Persuasion Relies Heavily on Good Audience Analysis
Speaking to Persuade
A more effective “appeal” to a “neutral” audience.
LOGOS
Communications 135 - Lecture
Persuasion Relies Heavily on Good Audience Analysis
Speaking to Persuade
A more effective “appeal” to a “supportive” audience.
Pathos
Communications 135 - Lecture
Persuasion Is Rarely an All-or-Nothing Concept
Speaking to Persuade
Persuasion is a complex process:
based in audience attitudes
deals with audience needs, goals, and desires
Persuasion is often gradual in audience attitudes:
may take a series of presentations to change opinions
may take even more to change beliefs
good mix of logos, pathos, and ethos is important
It may be unreasonable to expect that audience members will change deeply held beliefs, values, or opinions easily – So persuasion remains a PROCESS.
