Unit 15: Using Persuasive
Strategies
(Chapter 17)
“Speech is power; Speech is to persuade,
to convert, to compel.”
-- Ralph Waldo Emerson
Persuasion
“…is the process of adjusting ideas to
people and people to ideas.”
-- Donald C. Bryant, rhetoric scholar
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Establishing Credibility
Also known as ethos.
 Audience’s perception of the speaker
 Various dimensions:

 Competence
- knowledge & skill
 Trustworthiness - believability & honesty
 Dynamism - energy level
 Charisma - charm, talent & magnetism
Credibility
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Enhancing Your Credibility
Well-stressed values and concerns
shared with audience.
 Well-documented evidence,.
 Well-organized ideas.
 Well-managed delivery.

Using Logic and Evidence to
Persuade
Logos -- formal system of rules to reach
a conclusion
 Aristotle: “Always prove what you state.”
 Reasoning: drawing a conclusion from
the evidence.

Types of Reasoning
Inductive
 Deductive
 Causal

Inductive Reasoning
Using specific examples or instances to
reach a general or probable conclusion.
 Used when one can claim that an
outcome is probably true because of
specific evidence.

Testing Inductive Reasoning
Are there enough specific instances to
support the conclusion?
 Are the specific instances typical?
 Are the instances recent?

Inductive Reasoning Example
1.
2.
3.
Students are sneezing in dorms and
classrooms.
Professors are cancelling classes.
Campus clinic has long waiting lines.
Conclusion: there must be flu on our
campus.
Deductive Reasoning
Opposite of induction.
 Conclusion is more certain than
probable.
 The more value the outcome, the more
certain the conclusion.
 Start with widely accepted general
claim, then move toward specific
conclusion illustrating general claim.

Structure of Deductive
Reasoning

Syllogism -- three part argument
Major Premise: widely accepted general
statement.
2. Minor Premise: specific statement that
applies to the major premise.
3. Conclusion: logical outcome, minor
premise exemplifies major premise.
1.

The more value the major premise, the
more value the deduction.
Testing the Validity of
Deductive Reasoning
Is the major premise (general
statement) true?
 Is the minor premise (specific instance)
true?

Deductive Reasoning
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Deductive Reasoning: An
Example
All tough drug laws introduced in
medium-sized communities result in
diminished drug-related crimes.
(generally accepted statement)
2. San Marcos, Texas is a medium-sized
community. (specific case supporting
general statement)
Conclusion: San Marcos should institute
tough drug laws.
1.
Causal Reasoning
Relating to events to show connection.
 To conclude that one or more events
caused another event.
 Can move from cause to effect.
 Can move from effect to cause.

Causal Reasoning
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Causal Reasoning
Cause to Effect
1. Interest rates have increased this
week.
2. The Dow Jones will decrease.
From a known fact to a predicted result.
Causal Resining
Effect to Cause
1. A major earthquack has occurred.
2. The cause was a shift in a fault line.
From a known result to a predicted cows.
Supporting Your Reasoning
with Evidence
Use facts
 Use value true examples
 Use opinions that enhance credibility
 Use sound & reliable statistics
 Use reluctant testimony -- shows that
someone has been convinced
 Use new and specific evidence
 Use evidence to tell a story

Avoid Faulty Reasoning
Be ethical & appropriate with evidence
& reasoning.
 Fallacy: False reasoning when
someone attempts to persuade without
adequate evidence, or with arguments
that are irrelevant or inappropriate.

Faulty Reasoning
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Avoid Faulty Reasoning
Causal -- Hurricanes are caused by war
(connection not related)
Bandwagon -- Everyone knows cell
phones are safe. (popularity appeals)
Either-Or -- Either you’re with us or you’re
against us. (only 2 choices)
Hasty Generalization -- Since my niece is
failing, city schools are bad. (quick
conclusion)
Avoid Faulty Reasoning
Ad Hominem -- What does a divorced man
know about parenting? (personal attack)
Red Herring -- Let’s not focus on the lawsuit
against me; let’s talk about…”
(changing the topic to distract)
Misplaced Authority -- Jessica Simpson says
McMillan trucks are best. (not a true expert)
Non Sequitur -- Support me for Hongress - I
have 3 children. (ideas do not follow)
Use Emotion to Persuade
Can make people feel pleasure or
displeasure
 Can make people feel energized
 Can make people feel dominance

Using Emotion
Use concrete examples
 Use emotion-arousing words
 Use nonverbal behavior
 Use visual images
 Use metaphors and similes
 Use appropriate fear appeals
 Use appeals to a variety of emotions
 Tap shared beliefs

Organizing Persuasive
Messages
State your strongest arguments first
 Do not bury key arguments in the
middle
 Save action calls for the end
 Consider presenting both sides of an
issue
 State and refute counterarguments

Strategies for Organizing
Persuasive Messages
Problem -- Solution
 Refutation
 Cause and Effect
 Motivated Sequence

 Attention
 Need
 Satisfaction
 Visualization
 Action
Persuading the Receptive
Audience
Identify with the audience
 Clearly state your objective
 Tell your audience what you want them
to do
 Ask listeners for an show of support
 Use emotional appeals
 Make it easy for the audience to act

Persuading the Neutral
Audience
Capture listeners’ attention early
 Refer to common beliefs
 Relate topic to listeners’ loved ones
 Be realistic about what can be
accomplished

Persuading the Unreceptive
Audience
Don’t immediately announce you will
change their minds
 Begin by noting common ground
 Don’t expect a major change in attitude
 Acknowledge their points of view
 Establish credibility
 Consider aiming for understanding
rather than action
