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Persuasion-
Persuasion- Process of changing or reinforcing attitudes, beliefs, values or behaviors
Understanding audience psychology is important to have effective message
Why?
So you have APPEAL!
Goal is to Change Audiences’-
Attitude- learned predisposition to respond favorable or unfavorably towards something. Like broccoli, dogs, cats, baseball
Beliefs- what you understand to be true or false Ex- Believe in God
Value- enduring concept of right or wrong (good vs. bad) In US we value hard-work,
sportsmanship
Persuading-
Why know which one?
Value is hardest to change-
Audience won’t listen
Belief can change w/ evidence
Attitude is easiest to change.
Ex- you value Democracy, believe the military is essential, attitude-the president is ok b/c his took care for troops.
Visual Representation of Levels
Think castle w/ walls.
VALUES
BELIEFS
ATTITUDES
This guy fails
Goal of Persuasion-
Reinforce or change a person’s behavior
Ex. Exercise more.
Methods of Persuasion-
Classical Method of Persuasion-Speaker centered-
Developed by the Greek philosopher Aristotle on 4th Century BC
Logos- Logic in speech
Ethos- Credibility of speaker
Pathos- Emotion
Ways of motivating listener to think or behave in a certain way.
Motivation- underlying internal force that drives people to achieve goals.
Elaboration Likelihood Model (ELM) of
Persuasion
Theory based on how audience interprets the message. Either direct or peripheral
Direct uses overwhelming evidence and logic
Ex- you get unlimited Data b/c you like to DL
Peripheral- persuaded by indirect means like music, or how you say it.
This surgery has a 1 in 4 success rate.
How to MOTIVATE Listeners
Cognitive Dissonance- sense of mental discomfort that prompts a person to change when new information conflicts w/ previously organized thought patterns
Ex- teens are not mature enough to drive.
Audience seeks a way to bring harmony
Maslow’s Hierarchy of Needs
Hierarchy of needs that motivates behavior
Lower needs to be fulfilled before moving on.
School based on this.
Self-Actualization Needs
Need to achieve one’s highest potential
Army’s “Be all you can be.”
Positive Motivation-
Audience feels they have done something positive or can make a positive change
Ex- Use reusable water bottles saves the environment!
Impress Me.
Negative Motivation-
Uses Fear Appeal- change behavior by a threat.
Uses if/then
Ex. Fines
Extrinsic Motivation
refers to our tendency to perform activities for known external rewards, whether they be tangible (e.g., money) or psychological (e.g., praise) in nature."
Intrinsic Motivation
occurs when we act without any obvious external rewards. We simply enjoy an activity or see it as an opportunity to explore, learn, and actualize our potentials."
Persuasive Speaking demands you to
effectively-
Induce your audience to believe as you do
Influence your audience in order to cause some sort of directed action to take place
Audience Analysis:
Evaluating accurately and perceptively (what is their impression) of how your audience feels about you and your speech
“I don't know the rules of grammar.
If you're trying to persuade people to
do something, or buy something, it
seems to me you should use their
language.”- David Ogilvy 1911-,
American Businessman,
Advertising Expert
Supportive Audience:
Audience agrees with you and what you have to say Therefore, you don’t have to persuade- They
agree with you!
Friendly Example: Football team giving a talk to the
student body during a pep rally.
Republicans listening to a fellow Republican give a speech on a topic they agree with
A pro-gun speech at a NRA meeting.
You discussing the latest gossip with your close friends
Uncommitted
It’s Neutral
No hard set opinions or beliefs
Audience nearly needs information to make up their mind.
Easiest group to persuade
Ex. Convincing the a person to buy FFA fruit.
People with little knowledge on a subject like wind energy, ethanol, what sport is the best, Democrat or Republican, who to vote for, and others.
Indifferent
Audience is apathetic (uninterested) towards the speaker.
Harder to persuade
Audience is captive
Appears openly bored
Ex. A high school lyceum on a topic you heard ten times before
Mandatory meetings
Class
Parental lectures
Opposed Audience
Audience members are hostile to you
Hostile to what you are promoting
Feel no warmth for you and is not no way sympathetic to your feelings or your cause.
Ex. A pro-gun speaker at an anti-gun gun demonstration.
Sit-ins, demonstrations, Kennedy’s Address to the Greater Houston Ministerial Association
Terms to Know
Captive Audience: an audience that has been forced to be in attendance
Unbiased: Objective
Ex. You giving your speech and me grading them
A job interview
Speaker Success
Is the result of his/her logical appeal, his/her emotional appeal, and his/her personal appeal.
Persuasive Speaking
Step 1: Attention
Effective introduction
Connect with the audience
Step 2: Problem
What is the issue?
Stats & analysis of why is this a problem.
Significance- why do I care?
Examples to highlight
Step 3: Cause
What is the source of the problem?
Need evidence to support your claims.
Ex.
Why are kids not going outside?
Parent fears of abduction
Digital games
School focuses on learning not recess
Step 4: Solutions CALL TO
ACTION
What can I do?
When giving a persuasive speech you MUST provide an action the audience can do.
Explain how your solutions will work- do you have an expert backing your opinion?
Personal
Local
National
Assignment-
You will create and present a Persuasive Speech that is 4-5 minutes long w/ 4 sources.
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