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68 Cards in this Set
- Front
- Back
- 3rd side (hint)
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You must understand your listeners'....
(4) |
Attitudes
Beliefs Values Behavior |
Attitudes - likes and dislikes, learned predisposition to respond favorably or unfavorably to something
Beliefs - what you understand to be true or false, convinced something exists or is true, usually based on evidence, but some on faith Values - enduring conception of right and wrong, good or bad Behavior - some speeches want to change behavior of listeners |
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What is the order of the following three from easiest to change to hardest to change??
Attitudes, Beliefs, Values |
Attitudes
Beliefs - changed by evidence Values |
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Factors that motivate us to respond with change in behavior
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actual and perceived needs
tendency to avoid pain and seek pleasure emotional reactions compulsion to seek psychological balance and order in our lives |
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Elaboration Likelihood Model of Persuasion
2 ways of being persuaded |
1. logic, reasoning, arguments, and evidence presented to you
2. can be persuaded by peripheral strategies like music, overall feeling persuades you |
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Motivation
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the underlying internal force that drives people to achieve their goals
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Factors that determine whether or not more likely to be persuaded by a direct route (logic) or and indirect, peripheral route
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the need to restore balance to their lives to avoid stress
need to avoid pain desire to increase pleasure |
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Affective Cognitive Dissonance
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experience a way of thinking inconsistent and uncomfortable with your current attitudes, beliefs, values, or behavior
the speaker shows the audience is in a state of balance between their emotional and logical positions |
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Ways listeners can restore balance after cognitive dissonance
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discredit the source
reinterpret the message - focus only on parts consistent with their thoughts seek new information stop listening change their attitudes, beliefs, values, or behavior |
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Maslow's Needs (5 in Order)
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Must fulfill all the ones before it first
1. Physiological Needs 2. Safety Needs 3. Social Needs 4. Self-Esteem Needs 5. Self-Actualization Needs (Reversed on pyramid) |
1. Physiological Needs - most basic - air, water, food
2. Safety Needs - safety 3. Social Needs - need to feel loved and valued, need for sense of belonging to a group 4. Self-Esteem Needs - we want to think well of ourselves 5. Self-Actualization Needs - need to fully realize one's highest potential |
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Positive Motivation
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statements that suggest good things will happen if the speaker's advice is heeded
Key is to know what you listeners value |
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4 Rules of Negative Motivation
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-More effective to loved ones
-The more credible the speaker, the more likely a fear appeal will be successful -successful if you can convince listeners the threat is real and your plan is the only way to solve it -increased intensity of fear appeal increases chance of it being effective |
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Ethical Responsibility of Fear Appeals
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The speaker who uses fear appeals has an ethical responsibility to be truthful and not exaggerate when trying to rouse listeners' fear
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Best Persuasive Speech Topics
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-important to you and your listeners
-important issues -sensitive to cultural differences between you and audience |
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Proposition
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a statement with which you want your audience to agree
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3 Categories of Propositions
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Proposition of Fact
Proposition of Value Proposition of Policy |
Proposition of Fact - whether something is true or false or did or did not happen. Focus on changing or reinforcing their beliefs with reasons why the proposition is true.
Proposition of Value - calls for the listener to judge the worth or importance of something. Usually directly compare two things and say that one is better. Proposition of Policy - advocates a specific change in policy, procedure, or behavior |
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3 Rules to Put Persuasive Principles into Practice
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1. express goal in terms that are consistent with attitudes, beliefs, values, and behavior of your audience.
2. Make advantages of proposition greater than disadvantages. 3. Make sure proposal meets listeners' needs. |
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Credibility
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audience's perception of a speaker's competence, trustworthiness, and dynamism
(3) |
Competence - informed, skilled, or knowledgeable; to improve cite credible evidence
Trustworthiness - honesty, earn by demonstrating you have experience dealing with the issue Dynamism - energy, charisma, attractive and energetic; happens in delivery |
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Reasoning
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Process of drawing a conclusion from evidence
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To judge validity of generalization from inductive evidence...
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enough specific instances that are typical and recent
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Reasoning by Analogy
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special type of inductive reasoning in which an analogy is used to compare one thing, person, or process with another to predict how something will perform or respond
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Syllogism Structure
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Major Premise
Minor Premise Conclusion |
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Causal Reasoning
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relating two events to show that one caused the other
can be used to predict or to explain and effect |
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Fact
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something that has been directly observed to be true or can be proved to be true
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Inference
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conclusion based on available evidence or partial information
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Examples
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used to dramatize or clarify a fact
hypothetical examples should only be used to clarify a point, not to reach a conclusion |
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Opinions
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can serve as evidence if expressed by an expert, most persuasive if combined with other evidence
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Statistic
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a number used to summarize several facts or samples
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Fallacy
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false reasoning that occurs when someone attempt to persuade without adequate evidence or with arguments that are irrelevant or inappropriate
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Causal Fallacy
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faulty causal connection, not enough evidence to support the cause-effect conclusion
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Bandwagon Fallacy
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everyone thinks its a good idea so you should too
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Either/Or Fallacy
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only two approaches to a complex problem
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Hasty Generalization
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reaches a conclusion from too little evidence or nonexistent evidence
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Ad Hominem
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attacking irrelevant personal characteristics of the person proposing and idea rather than the idea itself
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Red Herring
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using irrelevant facts or arguments as distractions
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Appeal to Misplaced Authority
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ex. ads use baseball players to endorse cars
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Non Sequitur
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conclusion doesn't follow from statement
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Bases of emotional responses (3)
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Pleasure, arousal, power
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Myth
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belief held in common by a group of people and based on their values, cultural heritage, and faith
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Persuading the Receptive Audience
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explore ideas in greater depth
ask them to act clearly and simply |
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Persuading the Neutral Audience
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make them interested in what you have to say
capture attention early, refer to beliefs many people share |
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Persuading the Unreceptive Audience
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find ways to enhance you acceptability to persuade them to listen to you
don't immediately announce you will change their minds, talk about areas of agreement first, understanding is the goal |
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Problem-Solution
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works best when a clearly documented problem can be dealt with with your solution
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Refutation
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prove that arguments against your point of view are false
evidence, facts, and data are more effective than emotional arguments |
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Cause-Effect
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one event caused another
because they occurred in succession does not prove that there is a cause-effect relationship |
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Monroe Motivated Sequence of Persuasion
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1. Attention - use an attention getting device, Rhetorical questions, quotes, examples, no thematic Statement
2. Need - establish why your topic should concern your listeners that this need for a change affects them directly 3. Satisfaction - identify how plan will satisfy that need 4. Visualization - paint a verbal picture of how wonderful the future will be or how awful it will be if solution is not adopted 5. Action - tell audience the specific action they can take to implement your solution |
2. Statement – clear, concise transitional statement of what the problem is
Illustration – persuading who, when, what, where is a problem Ramification – how big the problem is, could be statistics Pointing – tells audience how the problem affects them 3. Explanation – who, what, when, where, how Theoretical Demonstration or a Reference to Practical Experience – theoretically it could work this way, it has been tried before and it has worked, practical experience is better Meeting Objections – anticipate opponents arguments 4. Positive, Negative, or Method of Contrast 5. Individual action or Audience action (better to use this) |
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Three Types of Evidence
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Rationally Processed Evidence (Logos)
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Toulmin Model
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Claim
Data Evidence Warrant Backing Qualifier Reservation |
Claim - Fact, Value, or Policy
Data – evidence to support the claim Evidence - good expert material to support those claims that the audience would not agree with Warrant - Analogical, Authoritative, Generalized Backing - If you think it isn’t enough evidence, go get more evidence Qualifier - always, usually, 70%, anything that qualifies how strong the claim is Reservation – rebuttal, when that claim may not be true |
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Types of Warrants (Toulmin)
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Analogical
Authoritative Generalized |
Analogical – because its similar to this situation must be true
Authoritative – because experts are saying it, it must be true Generalized – because of all this evidence, it must be true Many times will have generalized, authoritative that work together |
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Hasty Generalization
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conclusion without enough evidence to support that conclusion
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False Analogy/Cause
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showing how two things are similar when they actually don’t have a lot in common or showing cause when it didn’t cause it, could be other causes
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Post Hoc Ergo (sequential)
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If one thing happens, something else has to happen
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Slippery Slope
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similar to Post Hoc but things are just going to get better and better or worse and worse, all these other things are going to happen if one thing happens
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Faulty Statistics
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giving false statistics or using them in a way that they aren’t meant to be used
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Appeal to Tradition
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we’ve always done this, we should always do this
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False Dilemma
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This is the only way to look at this, the only solution for it, the only view of this (usually uses the word only)
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Ad Populum
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everyone believes it so it must be true
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Appeal to Emotion
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not that you are appealing to emotion, but that is all you are using the persuade people
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Appeal to Motivating Factors
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what will motivate the audience to change
persuasive appeal |
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Appeal to Alternative Values
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times are changing, so we too must change
persuasive appeal |
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Right Will Triumph
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some person/group is being oppressed, we need to make this right
persuasive appeal |
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Winning is Everything
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reward appeal for a group of people or society as a whole
persuasive appeal |
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Foot in the Door
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starts with something easier and work up, initial request is something audience will do
persuasive appeal |
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Door in the Face
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start with something audience won’t do but then say if you can’t do that, can you do this?
persuasive appeal |
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Routes to Persuasion
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Central Route
Peripheral Route Elaboration Likelihood Method |
Central Route – logical appeals, best for long term change
Peripheral Route – more emotional appeal, best for immediate action Elaboration Likelihood Method – use one of the two routes to get your audience to elaborate on the idea, which one is the most important in your speech because you will probably use both |
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Attribution Theory
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attribute a cause to an event, if you get rid of the cause, get rid of the problem
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Discounting Effect
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If I can come up with another reason that could have caused this problem, not going to be persuaded
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drug resistance mechanisms
penicillin/cephalosporins |
1) b-lactamse cleavage of b-lactam ring
2) altered PBP in cases of MRSA or penicillin resistant s. pneumoniae. |
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Problem Audience Members
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Speech Giver
Monopolizer Fighter |
Speech Giver – telling their own story, own information, go on and on, can tell them you will talk to the after
Monopolizer – wants to keep asking questions Fighter – wants to keep disagreeing, Refute but don’t get angry |
