Methods of Persuasion
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1 Chapter 17 The Art of Public Speaking, Stephen Lucas Introduction to Speech McHenry County College Ron Compton
2 CONGRATULATIONS! You Have a New Car...
3
4 Wheels of Power Your Persuasive Super Hero Vehicle 1. Credibility 2. Evidence 3. Reasoning 4. Emotion Car Scene, Theme Music - Batman Forever, Warner Brothers, 1995
5 1. Credibility Wheel of Power Ethos (Aristotle) - Ethical Factors Competence Character Credibility C C
6 1. Credibility... Types 1. Initial 2. Derived 3. Terminal
7 1. Credibility... Types Initial Derived Terminal Starts Your Car Ahead of Time Increases Your Speed Road to Success with Audience
8 1. Credibility... Enhance Competence - Explain Common Ground - Establish Conviction Delivery C C C C C C
9 1. Credibility... Enhance With Competence Explain Your Competence Bursting the Antibacterial Bubble Keeping the Safety Net for Those Who Need It Excerpts from Students Speeches (1:07) Online Media Library, Video 17.1 The Art of Public Speaking (12 th Edition, 2015) by Stephen Lucas
10 1. Credibility... Enhance With Common Ground Establish Common Ground with Audience Let s Protect the Quality of Our Education Excerpt from Student s Speech (0:38) Online Media Library, Video 17.2 The Art of Public Speaking (12 th Edition, 2015) by Stephen Lucas
11 1. Credibility... Enhance With Conviction Deliver Your Speeches Fluently, Expressively, and with Conviction Shoplifting Caitlyn Marsh, MCC (9:00)
12 1. Credibility... Match Speaker with Topic of Credibility Speaker Mark Zuckerberg Carrie Underwood Louis C. K. Michelle Obama Quentin Tarantino Topic Art of Making Movies Life in the White House Future of Social Media Trends in Country Music Challenges of Stand-Up Comedy
13 2. Evidence Wheel of Power Thought-Provoking, Clear Claim Needs Evidence Public Speaking: The Evolving Art Coopman & Lull (Cengage, 2015)
14 2. Evidence... Enhance Logos (Aristotle), Logic Tips Specific - Statistic Novel - New Credible Source - Unbiased Clear Point of Evidence So... Examples, Statistics, Testimony EST. (Establish)
15 2. Evidence... Enhance Logic Tips: Make Clear Point of Evidence So... Saving Lives with Motorcyle Helmets Excerpt from Student s Speech (0:40) Online Media Library, Video 17.3 The Art of Public Speaking (12 th Edition, 2015) by Stephen Lucas
16 2. Evidence and 3. Reasoning Argument with Weak Foundation Google.com/Images
17 3. Reasoning Wheel of Power Logos (Aristotle), Logic From Specific Instances - Inductive Guidelines Avoid Hasty Generalization Ate Chinese Food, Aced Exam! Careful with Wording Reinforce with Statistics
18 3. Reasoning... From Principle - Deductive General Principle People Mortal Minor Premise Socrates Person Conclusion Socrates Mortal Guideline: Support Principle & Premise
19 3. Reasoning... Causal Cause of an Effect Guideline Avoid: After This, Therefore Because of This Black Cat Crossed Path, Fell/Injured Only One Cause
20 3. Reasoning... Analogical Compare Two Similar Cases Guideline: Cases that Are Essentially Alike Good at Ping Pong, Good Tennis
21 3. Reasoning... Fallacies Red Herring Distract with Irrelevant Issue Ad Hominem Against Person vs. Actual Issue Either-Or Force Between Only Two Choices Bandwagon Majority Must be Right Slippery Slope 1 st Step Leads to Disaster Appeal to Tradition Old is Always Better Appeal to Novelty New is Always Better
22 3. Reasoning... Fallacies... Red Herring Campaign Mail Names / Date Removed
23 2. Reasoning & Emotion Dane Walkington Friends of MCC Foundation Persuasive Appeal to Faculty in Meeting October, 2013 Donate $5 Per Pay Check, MCC Foundation Successful vs. $120 at Once
24 4. Emotion Wheel of Power Pathos (Aristotle), Emotion Foundation: Credibility, Evidence, Reason Emotional Appeals of Various Kinds Generating Emotional Appeal Emotional Language Vivid Examples Sincerity & Conviction
25 4. Emotion... It is feeling and force of imagination that make us eloquent. Quintilian
26 4. Emotion... Generating Emotional Appeal Malaria is one of the biggest problems facing Africa. Many die from it every day. If the rest of the world doesn t help, the malaria epidemic will only get worse. In Contrast, a Vivid Example: The Tragedy of Malaria Excerpt from Student s Speech (0:47) Online Media Library, Video 17.4 The Art of Public Speaking (12 th Edition, 2015) by Stephen Lucas
27 4. Emotion... Generating Emotional Appeal Vivid Example: Changing Lives Through the Literacy Network Excerpt from Student s Speech (0:34) Online Media Library, Video 17.6 The Art of Public Speaking (12 th Edition, 2015) by Stephen Lucas
28 4. Emotion... Examples Music...
29 4. Emotion... Persuasive Radio Commercial, Christopher Reeve Foundation Superman Theme Music, Voice of Dana Reeve $10 Donation Two Tags
30 4. Emotion... Video Similar to Radio Commercial Christopher Reeve Foundation
31 4. Emotion... Christopher ( ) & Dana ( ) Reeve Chicago Tribune March, 2006 Artist: Mike Peters
32 4. Emotion... St. Jude Children s Research Hospital About the Hospital
33 Example: Credibility, Evidence, Reasoning, Emotion A Privilege and A Right Persuasive Speech on Voting Shannon McCarty, MCC Speech Student ( )
34
35 Wheels of Power Your Persuasive Super Hero Vehicle 1. Credibility 2. Evidence 3. Reasoning 4. Emotion
36 Case Study 1 Made to Stick Why Some Ideas Survive and Others Die Chip Heath & Dan Heath Random House, 2007 Web Site - Authors
37 Case Study 1 Made to Stick... SUCCESs S = Simple U = Unexpected C = Concrete C = Credible E = Emotional S = Stories
38 Case Study 2 Random House 2010
39 Case Study 2 SWITCH Example of Methods Jerry Sternin, 1990: Save the Children Solve Malnutrition Problem, Vietnam 6 Months Time Period Low Budget
40 Case Study 2 SWITCH... Malnutrition Problem - Background Sanitation Poor; Lack of Clean Water Poverty Widespread Rural People Ignorant about Nutrition
41 Case Study 2 SWITCH Direct the Rider (Rational Side) Follow the Bright Spots Found Successful Cases in Villages Actively Feeding 4 Rice Meals Day vs. 2 Adding Shrimp/Crab, Sweet-Potato Greens
42 Case Study 2 SWITCH Motivate the Elephant (Emotional Side) Find the Feeling Hope for Mothers in Villages Way to Make My Children Healthier It s Not Hard Something I Can Do
43 Case Study 2 SWITCH Shape the Path (Clear Way for Success) Tweak the Environment Cooking Classes Influence of Mothers on Each Other Changed Culture of Villages
44 Case Study 3 Even-a-Penny-Helps Research in Persuasion Graduate Students University of Illinois Urbana-Champaign National Communication Association November, 2006
45 Case Study 3 One of Two Top Student Papers Communication and Social Cognition Division Even-a-Penny-Helps... University of Illinois Advances in Social Influence and Compliance Research
46 Case Study 3 Research Questions for Case Study Seeking Donations to Big Brothers, Big Sisters 1. Which compliance technique will average the most donations? 2. Which compliance technique will average the most money?
47 Case Study 3 Research Conditions/Groups 1. Even-a-Penny-Helps Small Donation 2. Driving-Toward-a-Goal Total Donations 3. Combination of Penny & Goal 4. Control: Just Ask for Donation
48 Case Study 3 Donation Results Number Amount 1. Even-a-Penny-Helps 365 $ Combination of Penny 305 $216 and Goal 3. Control 204 $ Driving-Toward-a-Goal 226 $169
49 Case Study 3 Even-a-Penny-Helps Application to Persuasive Speeches Calls for Action Money Work Time Include Asking for Little Get More
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