Human CommunicationSECOND EDITION

McGraw-Hill © 2006 The McGraw-Hill Companies, Inc. All rights reserved.

◄ Judy C. Pearson Paul E. Nelson Scott Titsworth Lynn Harter ►

C H A P T E R EIGHTEEN

Persuasive Presentations

McGraw-Hill © 2006 The McGraw-Hill Companies, Inc. All rights reserved.

◄2 Chapter 18 Objectives

• Identify four action goals of persuasive speaking

• Distinguish between immediate behavioral purposes and ultimate goals

• Describe and utilize persuasive speaking strategies

McGraw-Hill © 2006 The McGraw-Hill Companies, Inc. All rights reserved.

◄3 Chapter 18 Objectives

• Recall four ethical guidelines for persuasive speaking

• State and utilize persuasive speaking skills

• Utilize strategies for resisting persuasive appeals

McGraw-Hill © 2006 The McGraw-Hill Companies, Inc. All rights reserved.

◄4 What is Persuasion?

An ongoing process in which verbal and nonverbal messages

shape, reinforce, and change people’s responses

McGraw-Hill © 2006 The McGraw-Hill Companies, Inc. All rights reserved.

◄5What are the Goals of Persuasive Presentations?

• General and Action Goals–To shape

• To move toward a behavior

–To reinforce• Continuance and deterrence

–To change• Adoption and discontinuance

McGraw-Hill © 2006 The McGraw-Hill Companies, Inc. All rights reserved.

◄6What are the Goals of Persuasive Presentations?

• Immediate Goals– To shape

• To move toward

– To reinforce• Keep doing it

• Don’t do it

– To change• Start doing it

• Stop doing it

• Ultimate Goals– To shape

• To move toward

– To reinforce• Continue later

• Avoid later

– To change• Start later

• Stop later

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◄7What Are Some Persuasive Speech Topics?

• Topics/Issues on which audience members have a position or opinion

• Your intention determines if the topic is persuasive

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◄8How Do You Persuade an Audience?

• Motivational Appeals

–What our bodies tell us to do

–What our minds tell us to do

–What other people want us to do

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◄9 TRY THIS

What motivational appeals tend to work on you? Do you tend to do what others wish for you, or do the wishes

of others cause you to rebel?

Think carefully about what moves you to action. Do you think the same

motivations that influence you also influence your audience?

McGraw-Hill © 2006 The McGraw-Hill Companies, Inc. All rights reserved.

◄10How Do You Persuade an Audience?

• Emotional Appeals–Fear appeals–Testimonials–Appeals to loyalty and

dedication–Appeals to patriotism–Appeals to justice

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◄11How Do You Persuade an Audience?

• Logical Appeals

–Propositions

–Evidence

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◄12How Do You Persuade an Audience?

• Organizational Considerations–What’s the best order for

presenting arguments, counter arguments, and both sides of the issue?

–Monroe’s Motivated Sequence

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◄13How Do You Persuade an Audience?

McGraw-Hill © 2006 The McGraw-Hill Companies, Inc. All rights reserved.

◄14How Do You Persuade an Audience?

• Speaker Credibility–The more credible you are the

more impact you have on your audience

–Reveal your credibility early in the presentation

– If you have high prestige avoid high levels of personal revelation

McGraw-Hill © 2006 The McGraw-Hill Companies, Inc. All rights reserved.

◄15How Do You Persuade an Audience?

• Ethical Considerations

–Accurately cite sources

–Respect sources of information

–Respect your audience

–Respect your opponent

McGraw-Hill © 2006 The McGraw-Hill Companies, Inc. All rights reserved.

◄16What Are Some Persuasive Speaking Skills?

• Effective use of evidence–Does your evidence meet the

tests of evidence?– Is your evidence believable?

• Know the major arguments for and against your proposition

McGraw-Hill © 2006 The McGraw-Hill Companies, Inc. All rights reserved.

◄17 TRY THIS

How do you avoid telemarketers?

What method of avoiding telemarketers do you find most

satisfying?

Do you feel guilty about any of your methods of avoidance?

McGraw-Hill © 2006 The McGraw-Hill Companies, Inc. All rights reserved.

◄18 How to Resist Persuasion

• Avoidance• Be skeptical of all

messages• Verify claims• Confirm source

credibility• Be cautious about

accepting a persuasive appeal

McGraw-Hill © 2006 The McGraw-Hill Companies, Inc. All rights reserved.

◄19 How to Resist Persuasion

• Question the ethical basis of proposed actions

• Analyze persuasive claims

• Use your values to check against fraudulent claims

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◄20 How to Resist Persuasion

• Check the persuaders words against their actions

• Use your freedom of expression and freedom of choice