Persuasive Speech: Techniques for Using Ethos, Logos, and Pathos - Prof. M. Houser, Study notes of Communication

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Chapter 15

Speaking to

Persuade

PLEASE SILENCE CELL PHONES PUT AWAY LAPTOP COMPUTERS

Speaking to

Persuade

PLEASE SILENCE CELL PHONES PUT AWAY LAPTOP COMPUTERS

Preview of Chapter 15

 (^) What is Persuasion?  (^) How Do I Use Ethos or Credibility to Persuade?  (^) How Do I Use Logos or Logic to Persuade?  (^) How Do I Use Pathos or Emotions to Persuade?  (^) How Do I Adapt My Message to My Audience?

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Application of

Communication Principles

Be aware of your communication Appropriately adapt your message to others Effectively use and interpret verbal messages Listen and respond thoughtfully to others Effectively use and interpret nonverbal messages

What is Persuasion?

 (^) Persuasion is the process of intentionally changing or reinforcing attitudes, beliefs, values, and/or behaviors.  (^) The persuasive speaker invites/motivates the listener to make a choice , rather than just offering information about the options.

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What is

Persuasion?

Attitude: Learned tendency to respond favorably or unfavorably; a _______ or ______.  (^) Belief: Sense of what is _____ or ______.  (^) Value: Enduring conception of ____ or _______.  (^) Behavior: Our likes/dislikes, what we consider to be true/false and right/wrong guide our behavior.

Assessing Your Persuasive

Goal

What Is Your Target?

3 Components of

Persuasion

How Do I Use Credibility

or Ethos to Persuade?

 (^) Credibility is an audience’s perception of a speaker’s competence, trustworthiness, dynamism (p. 409).  (^) Competence: Perception of being _____________.  (^) Trustworthiness: Perception of being __________.  (^) Dynamism: Perception of being ______________.  (^) Charisma: Perception of being _______________.

How Do I Use Logic or Logos To Persuade?

You must be able to

answer these questions:

1. What is a propositional statement?
2. How do I organize a logical argument?
3. How do I use reasons and evidence?
4. How do I evaluate evidence? Let’s Break These Points Down….

1. What is a Propositional

Statement

 (^) A propositional statement is the Central Idea of a persuasive speech. It is a claim about a problem (for a prob-sol. speech) with which you want your audience to agree.  (^) It is a statement or claim that you want your audience to believe as being (p. 407):  (^) True/False: Proposition of _________.  (^) Worthy: Proposition of _________.  (^) Something we should do: Prop of ________.

2. How Do I Organize a

Logical

Argument?

 (^) What is the problem?  (^) Inform us of the problem and present evidence that shows us that there is a problem.  (^) How does the problem affect the audience?  (^) What is the solution?  (^) Describe the solution.  (^) Show how the solution may solve or reduce the problem.

3. How Do I Use

Reasons &

Evidence?

 In order to prove something, you

must use reasons and evidence

(p. 411).  (^) Reasons are believable claims or statements.  (^) Evidence is used to support your reasons or main points: Illustrations, Examples, Research Statistics, Expert Opinion  (^) Proof = Reasons + Evidence

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4. How Do I Evaluate

Evidence?

Ask These Questions:  (^) Is the evidence fact or opinion?  (^) Where does the evidence come from?  (^) Does the evidence clearly relate to the claim?  (^) Is the evidence current?  (^) Is enough evidence offered?  (^) How is the evidence interpreted?

Review of Logos or Logic

1. What is a propositional

statement?

2. How do I organize a logical

argument?

3. How do I use reasons and

evidence?

4. How do I evaluate evidence?

How Do I Use Emotions or Pathos to Persuade?  (^) An appeal to emotions; helping your audience “feel” the problem  (^) Motivating with Dissonance  (^) Cognitive Dissonance occurs when you are presented with information that is inconsistent with your current attitudes, beliefs, values, needs, and feelings.

16 How Do I Use Emotions or Pathos to Persuade?  (^) Find a way to “touch” or “reach” your audience on an emotional level.  (^) Use vivid and descriptive language  (^) Use emotional evidence i.e., stories, personal testimony  (^) Use vivid visual aids  (^) Use a dramatic nonverbal delivery To do this you must know your audience and ADAPT your message to fit their emotions…

How Do I Adapt My Message

to My Audience?

 (^) Based on your audience analysis, determine if your audience is:  (^) Receptive (p. 419)  (^) Neutral (p. 419)  (^) Unreceptive (p. 420)  (^) If you’re not perceived as credible, refer to page 410 (RECAP).

Problem/Solution Speech

Organization

Let’s Break This

Down

With

Video Examples

Full Introduction

Example: Campus

Traffic

Intro: Gaining Attention

PETA Dishonesty

Intro: Attention

Elderly Drivers

Intro: Relevance PETA

Intro: Relevance

Elderly Drivers

Intro: Credibility

Elderly Drivers