Persuasive Presentations

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A copy of lecture slides I used for an Introduction to Communication Class at Northern Kentucky University during the Spring 2012 semester. …

A copy of lecture slides I used for an Introduction to Communication Class at Northern Kentucky University during the Spring 2012 semester.

Slides based on a chapter from: Pearson, J. Nelson, P, Titsworth, S., & Harter, L. (2010). Human communication (4th ed.). New York, NY: McGraw Hill.

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  • 1. CH. 15:PERSUASIVE PRESENTATIONSOBJECTIVES• Define• How it’s Different• Purposes• Why / HowTo Persuade &Types of Proof• Organizing the Persuasive Message• Ethics• AdditionalTips• Resisting PersuasionFriday, February 17, 12
  • 2. DEFINING• Persuasive Presentation: Message designed tostrategically induce change in an audience.• Immediate Purpose: Statement of what you intendto accomplish in this particular presentation.• Ultimate Goal: Statement of purposes that could beachieved long-term.• Persuasion is NOT coercion or manipulation.Friday, February 17, 12
  • 3. HOW IT’S DIFFERENT• In relating the topic to the audience and in revealing the purpose of thepresentation.• Analyze your audience first.Audience may reject your message from thebeginning unless you prepare the way in order to avoid the boomerangeffect (the audience liking you and your message less after you present).• If advocating drastic change, wait to reveal your purpose.Friday, February 17, 12
  • 4. PURPOSES• Continuance: Keep doing what you’re doing.• Deterrence: Don’t start doing it.• Adoption: Start doing this specific thing.• Discontinuance: Stop doing this specific thing.Friday, February 17, 12
  • 5. WHY PERSUADE?• Face-To-Face is more effective than public service campaigns.• Captive audiences are forced to listen; might changesomeone’s mind.Friday, February 17, 12
  • 6. HOW TO PERSUADE• Use an argument based on...• Fact: Can be proved/disproved. “WTC destroyed byorganized terrorists”.• Policy: Proposal for a new rule.“USA should allowprescription trade with Canada”.• Value: What should we embrace as important to ourculture.“Americans must put security over 1st Amendmentrights”.Friday, February 17, 12
  • 7. • Provide Proof (evidence that the receiver’s believe). See p. 397for ten ways to test evidence.• LOGOS• Logic. Inductive v. Deductive.• ETHOS• Personal source credibility. Based on credibility: dynamism, confidence,trustworthiness.• PATHOS• Emotional. Stories can be very powerful persuaders (religious texts).• Fear appeal (eliciting fear to change behavior) is used a lot.Friday, February 17, 12
  • 8. ORGANIZING THEPERSUASIVE MESSAGE• Problem/Solution, Cause/Effect,Topical• Monroe Motivated Sequence1.Attention2.Need3.Satisfaction4.Visualization5.ActionFriday, February 17, 12
  • 9. ETHICS• Accurately Cite Sources• Respect Sources• Respect Audience• Respect OpponentFriday, February 17, 12
  • 10. ADDITIONALTIPS• Place best argument first or last but not in the middle (Janis & Feshbach, 1953).• If audience is friendly, will only hear your position, and you are seekingimmediate change of opinion, present one side of the issue (Powell, 1965).• To be perceived as open-minded and to reduce effects of opposing views,present both sides of the issue.• If audience knows the opposing view, refute those points before presentingyour own (Karlins & Abelson, 1970).• Irregular arguments have more effect than familiar ones (Sears & Freedman,1965).Friday, February 17, 12
  • 11. RESISTING PERSUASION• Just because someone presents a good argument does not mean they are correct.• Be skeptical and critical of all messages. Guard yourselves against inaccurate messages. Seepages 406-407.Friday, February 17, 12