Chapter 8 Persuasion

Chapter 8: Persuasion

Chapter 8. Communicating Persuasively © 2010 by Bedford/St. Martin's

1

Introduction


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Consider your audience’s three

broader goals:

• security

• recognition

• personal and professional

growth


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Work within eight constraints:

• ethical constraints

• legal constraints

• political constraints

• informational constraints

• personnel constraints

• financial constraints

• time constraints

• format and tone constraints


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Ethical Constraints


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Ethical Compass of BP


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Legal Constraints


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Political Constraints


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Informational Constraints


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Personnel Constraints


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Time Constraints


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Financial Constraints


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Format and Tone Constraints


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Humor and Fear


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Anger


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Fear & Realism


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Follow five steps to craft a persuasive argument:

• Identify the elements of a persuasive argument.

• Use the right kinds of evidence.

• Consider opposing viewpoints.

• Appeal to emotions responsibly.

• Decide where to present the claim.


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Understand the three elements of your argument :

• the claim: the idea you are communicating

• the evidence: the facts and judgments that support your claim

• the reasoning: the logic that you use to derive the claim from the evidence

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Claims


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Use the right kinds of evidence:

• “commonsense” arguments

• numerical data

• examples

• expert testimony


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You’re the Daddy!


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Most Effective Evidence: Numerical/Scientific


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Consider three ways of meeting possible objections to

your argument:

Show that the opposing argument is based on illogical reasoning or on inaccurate or incomplete facts.

Show that the opposing argument is valid but less powerful than your own.

Show that there may be a way to reconcile the two arguments.


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Opposing Arguments


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Avoid ten common logical fallacies:

ad hominem attack, or argument against the speaker

argument from ignorance

appeal to pity

argument from authority

circular argument, or begging the question


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Avoid ten common logical fallacies (cont.):

either-or argument

ad populum, or the bandwagon argument

hasty generalization, or inadequate sampling

post-hoc reasoning

oversimplifying


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Demonstrate four characteristics in creating a

professional persona:

cooperativeness

moderation

fair-mindedness

modesty


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Creating a Professional Persona


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Chapter 8 Persuasion

Entertainment & Humor

Transcript of Chapter 8 Persuasion