TodayI. Goals of Persuasion A. Audience Attitude B. Propositions
What is Persuasion?Text: Goal is to influence audience attitudes,beliefs, values and / or behaviors (Ch 13)
“Rhetoric”Rhetoric, n.: 1a. The art or study of usinglanguage effectively and persuasively. – 3b.Language that is elaborate, pretentious,insincere, or intellectually vacuous.Aristotle’s definition of Rhetoric: The American Heritage Dictionary
Persuasive Goals Audience Attitude • General positive or negative feeling toward topic Target Audience • The group of people you most want to persuade
Persuasive Goals Must be adapted to audience attitudes • Opposed • Neutral • In favor
Audience: Opposed Goal: Incremental change May need to change original proposition Goal is a small change, not complete change
Audience: Neutral Why is the audience neutral??? Goal: Provide straightforward reasons to support proposition
Audience: In favor Mildly in favor Goal: Reinforce this attitude In favor Goal: Move audience to act
Persuasive Speech Goals Proposition: A declarative sentence that clearly indicates the position on the topic. Proposition = Specific Goal
Persuasive Speech Goals Proposition: A declarative sentence that clearly indicates the position on the topic. “I want to convince my audience that smoking causes cancer” “I want to convince my audience that it is wrong to smoke in public places” “I want to convince my audience to stop smoking”
Proposition = Specific Goal Fact Value Policy
Examples Fact … Students who attend a university after receiving a degree from a community college are more successful than incoming freshmen at a university. Value … Funding for community colleges is an important issue Policy … You should attend a community college …. Community colleges should receive more funding
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