This document defines a persuasive presentation as a message designed to introduce change in the audience consistently with the presenter's purpose. It discusses goals of both immediate change and long-term impact. It also notes that asking for too much change can backfire in a "boomerang effect" where the audience likes the presenter less after hearing the presentation. The document outlines different types of arguments, evidence, proofs, and rebuttals that can be used in a persuasive presentation, including logical, emotional, and credibility-based approaches. It concludes by mentioning fear appeals and outlining Monroe's Motivated Sequence model for persuasive presentations.

1. Ch15
Persuasive presentation
MARIA SUBERT

2. Defining Persuasive Presentation
a message strategically designed to
introduce change in the audience in some
way consistent with your purpose

3. Goals
Your presentation
should have
immediate purpose
and long-range goal

4. boomerang effect
If you ask for too much change you might face with
boomerang effect
The audience likes you
and your message less
after your presentation
than they did before

5. Immediate goals
Immediate goals:
o Adoption: the listener start a new behavior as a result of your
persuasive presentation
o Discontinuance: convincing listeners to stop some current behavior

6. Argument
Argument consist of a proposition that asserts some
course of action concerning fact, policy or value

7. Evidence and proof
An evidence becomes proof it is perceived by
your audience as proof.
Proof is evidence that the receiver believes.

8. Forms of proof
Ethos: source credibility
Pathos: emotional means
Logos: logical argument

9. Inductive and deductive arguments
Logos (logical argument) can be
o Inductive: starts with specific instances and makes an inferential
leap to a generalization
o deductive: starts with general proposition and applies it to a
specific instance to draw conclusion

10. Rebuttal
Rebuttal: an argument against someone else’s position questioning
the major premise, the application of the minor premise, and the
meaning of conclusion

11. Fear appeal
Fear appeal: eliciting fear to change behavior

12. Steps of Monroe Motivated sequence
•Attention
•Need
•Satisfaction
•Visualization
•Action
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