 | Chapter Summary
(See related pages)
- You are both a sender and receiver of persuasion.
- Persuasive presentations change the audience.
- We identified three types of persuasive speeches:
- The speech to inspire influences listeners' feelings.
- The speech to convince influences listeners' beliefs or attitudes.
- The speech of action influences listeners' behaviors or actions.
- Research in persuasion reveals useful applications to audience analysis and message production.
- Fact, value, and policy are three types of questions around which most persuasive presentations revolve.
- The organization of a persuasive speech can be similar to and different from other types of speeches.
- The introduction and conclusion may depend on the credibility of the source and the nature of the change you are seeking from your audience.
- We discussed four organizational patterns: topical sequence, cause and effect, problem-solution, and Monroe's Motivated Sequence.
- We considered four strategies of persuasion.
- Consistency persuades.
- Small, gradual changes persuade.
- Benefits persuade.
- Fulfilling needs persuades.
- Apply critical thinking through various kinds of reasoning.
- Inductive reasoning uses specific instances and an inferential leap.
- Deductive reasoning uses widely accepted premises to draw convincing conclusions.
- Hard evidence has the most credibility.
- Soft evidence can convince with more difficulty.
- Reasoning from cause can be challenging because you have to show a solid link between cause and effect.
- Reasoning from sign draws upon reliable signs that do not contradict and that are not accidental or coincidental.
- Reasoning from generalization is used when you can count on wide acceptance or when the generalization is easily provable to a particular case.
- Fallacies
- Weaken an argument.
- Compromise ethical speaking.
- Ethical guidelines for persuasive presentations include:
- Be careful whom you trust.
- Analyze and evaluate messages for reason, truth, and benefit to you and your community.
- Be aware of your history; it will impact the trustworthiness of your message.
- Always be respectful of your audience.
- Avoid fallacies.
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