2. Persuasive Messages Are All
Around Us
TV Commercials
Political Campaign Speech
Product sample in the mail
Children convincing parents
Buy toy
Stay up late
3.
4. What is Persuasion?
Persuasion
encourages audience
members to change
Their opinions
or
Their behavior
5. 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
6. 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
7. Audience Analysis
No matter what your persuasive purpose
is, you must understand and adapt your
message to the people in your audience.
8. When Audience Members
Agree 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.
9. When Audience Members
Agree 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
11. When Audience DISAGREES
with 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
12. Audience Members Are
Undecided
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
14. Claim
State your argument.
Example: I am going to
try to convince you that
chocolate is a healthy
snack.
15. Big Names
Important people or experts can
make your argument seem more
convincing.
Example: Former U.S.
president Bill Clinton
thinks that junk food
should be taken out of
vending machines.
16. Logos
Facts, numbers, and information
can be very convincing.
Example: A
Snickers bar has
280 calories and 30
grams of sugar.
That’s not very
healthy.
17. Pathos
Getting people to feel
happy, sad, or angry can help
your argument.
Example: Your
donation might just
get this puppy off
the street and into
a good home.
18. Ethos
If people believe and trust in
you, you’re more likely to
persuade them.
Example: Believe
me! I’ve been there
before. I’m just
like you.
19. Kairos
Try to convince your audience that
this issue is so important they
must act now.
Example: This is a
one-time offer. You
can’t get this price
after today.
20. Research
Using reliable research can help
your argument seem convincing.
Example: A recent
study found that
students who watch
TV during the week
don’t do as well in
school.
