Persuasive Messages Are AllAround Us TV Commercials Political Campaign Speech Product sample in the mail Children convincing parents Buy toy Stay up late
What is Persuasion? Persuasion encourages audience members to change Their opinions or Their behavior
Informative VS Persuasive Informative Presentations Speaker TELLS something to an audience Persuasive Presentations Speaker ASKS for something from the audience Theiragreement or a change in their opinions/behavior
Opinions & Behavior Opinion Behavior Nike makes the best Buy Nike shoes athletic shoes Cut red meat from Vegetarian diets are your diet good for your body – Eat dinner with your and good for the planet family at least five Your family is more times a week important than your job Write a letter to your Stricter drunk driving state legislator laws and punishments supporting stricter are needed. drunk driving laws
Audience Analysis No matter what your persuasive purpose is, you must understand and adapt your message to the people in your audience.
When Audience MembersAgree With You You can strengthen their agreement EX: Most people agree that pollution is a problem, but most of them probably don’t spend an hour a week cleaning up their neighborhood.
When Audience MembersAgree With You Presents new information Strengthens audience resistance to counter persuasion Excites the audience’s emotions Provides a personal model Advocates a course of action
When Audience DISAGREESwith you Changing their opinions or behavior is challenging
When Audience DISAGREESwith you As much as you may want an audience that doesn’t agree with you to come over to your way of thinking, a modest goal is more realistic.EX: You are unlikely to convince avid meat eaters to give up their steaks and become strict vegetarians. You may be able to convince them that eating smaller portions is healthier
Audience Members AreUndecided UninformedAudiences: Don’t know anything about the topic and hasn’t formed an opinion Can be persuaded easier Unconcerned Audiences: See no reason to care or to have an opinion about a topic Get their attention with VALUE STEP