Persuasion

• Aristotle & Rhetoric– Logic/evidence– Emotion– Speaker credibility/reputation

These “artistic proofs” are all a necessary part of the persuasion process

Persuasion• Social Judgment Theory (Muzafer Sherif, Carolyn Sherif, Carl Hovland)

– Anchor– Latitudes of acceptance– Latitudes of rejections– Latitudes of non-commitment

Strongly Agree Agree Don’t care Strongly Disagree

Anchor lat. of acceptance lat. of noncommitment lat. of rejection

Adapting Persuasive Speech Strategies to Audience AttitudesStrongly in favor Be ready to act Provide practical solutions

Emphasis on motivation rather than info and reasoning

In favor Already share many of your beliefs

Clarify and reinforce existing beliefs and attitudes to lead them to a course of action

Mildly in favor Be inclined to accept your view, but with little commitment

Strengthen positive beliefs by emphasizing supporting reasons

Neither in favor nor opposed Be uniformed

Be neutral

Be apathetic

Emphasize information relevant to belief/action

Emphasize reasons relevant to belief or action

Emphasize the importance of the proposition or the seriousness of the problem

Mildly opposed Have doubts about the wisdom/truth of your position

Give reasons and evidence that will help them to consider your position

Opposed Have beliefs/values/attitudes contrary to yours

Emphasize sound arguments

Concentrate on shifting beliefs rather than on moving to action

Be as objective to avoid arousing hostility

Hostile Be totally unreceptive to your position

Try to get them to understand your position

Attempt to show common ground between the two sides

If audience members are… Than they may….. So that you can/should…

Categorizing Persuasion

• 1. Propositions of Fact– Statements that report/describe/predict/make casual claims

– Argue whether something is/is not

– “Fact” means that the claim being made is either true of false in a potentially verifiable way

– Conflicting evidence

– Requires examination and interpretation of evidence

– Goals of this type of argument:• 1. Give sufficient evidence to support the factual claim

• 2. Clarify and interpret the evidence to show that the claim is justified

Categorizing cont.

• 2. Proposition of Value– Statements that advance judgment about morality/beauty/merit/wisdom

– Explores the worth of an idea/person/object

– In order to do this must first deal with propositions of fact

– Goals of this type of argument:• 1. Clarify the criteria (principles of evaluation)

• 2. Provide evidence that connects the criteria (of judgment) to the object (of judgment)

Categorizing cont.

• 3. Proposition of Policy– Recommends a specific course of action

– Statements/arguments that urge that an action be taken or discontinued

– Frequently you need to argue propositions of fact/value before you can get to policy

– i.e. • 1. Show that AIDS potentially affects million of people (prop. of fact)

• 2. Show that AIDS is one of the most serious health crises facing the world (prop. of value)

• 3. Propose a policy (the US should dedicate more funds to AIDS research)

Examples

• The mayor did not violate campaign-spending laws

• The US should continue to be involved in NATO

• Children’s interests should come ahead of adult interests when deciding cases of dispute between biological, surrogate or adoptive parents

• The US has a higher rate of crime than any other industrialized democracy

• The US should institute national health insurance

• The food on campus is overpriced

• SAT scores should be given no weight in the college admissions process

• JFK was killed by one gunman working alone

• The war in Iraq is a waste of our resources

• The current administration used faulty intelligence in their decision to go to war

Constructing propositions

Food on campus– Proposition of fact– Proposition of value– Proposition of policy

Stem Cell research– Proposition of fact:– Proposition of value:– Proposition of policy:

The persuasive purpose

• The general purpose for this speech

• The specific purpose for this speech– Specific– Worded from the audience’s POV– ATTAINABLE (we in this class cannot

actually pass legislation, but we could call/write to those who can in support/opposition of legislation)

Persuasive Organizational Patterns

• Logical Reasons

• Problem-Solution

• Comparative Advantages Pattern

• Criteria Satisfaction Pattern

• Motivational Pattern

What makes a strong argument?

1. Speaker credibility

2. Use of reliable/relevant evidence

3. Appeal to some audience emotion (fear/excitement/apprehension/etc.)

4. Show knowledge of both sides of an issue

5. Verbalize/refute arguments counter to your own

Group Activity

– Each person should present their speech topic to the group

– Come up with a proposition of fact/value/policy related to that topic

– Have the group come up with a range of beliefs/attitudes toward that topic (try for at least 7). What is a likely anchor belief?

– Have the group discuss the main arguments you will be making and what counter-arguments you may have to address