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COMMUNICATION SKILLS

Communicating in Public – Persuasive Speaking

Narrowed- topic: Persuasion Techniques

Group 11_Class E20:Phạm Thị NhànĐoàn Thị Hải Yến

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Company LogoCompany Logo

Contents

III. CONCLUSION

2. Pathos 2.1. Definition2.2. Characteristics of pathos2.3. How to improve pathos

1. Logos 1.1. Definition1.2. Characteristics of logos1.3. How to improve logos

II.DEVELOPMENT

I.INTRODUCTION

3. Ethos 3.1. Definition3.2. Characteristics of ethos3.3. How to improve ethos

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I. INTRODUCTION

What is persuasive speech and its purposes?

A persuasive speech is a speech aimed at influencing values, ideas, beliefs and attitudes of the audience.

+ convince people to come a different idea, attitude and belief+ react to something, consider doing things they were previously unwilling to do.

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Aristotle and his persuasive technique theory

Persuasive Techniques

EthosLogos

Pathos

II. DEVELOPMENT

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1. LOGOS

1.1. Definition

Logos is the Greek root word from which the English logic is derived.- “logical reasoning” or “an argument based on reasoning”.

- theoretical, abstract language- literal and historical analogies- definitions- factual data and statistics- famous quotations- citations from experts and authorities

1.2. Characteristics of logos

+ USE:

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1.3. How to improve logos

1.3.1. Finding reason to use as main points- “Reasons are main point statements that summarize several

related pieces of evidence and show why the listener should believe of do something.”

E.g.: Your proposition is “Everyone should choose ULIS to study”, and then you develop six potential reasons:(1) The location of this college is in Cau Giay district.(2) The cost is low.(3) The quality of teaching is high.(4) The campus is beautiful.(5) The facilities of this college are modern.(6) The teachers are very friendly

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Is the reason directly related to proving the proposition?

Do you have strong evidence to support a reason?

Will this reason be persuasive for this audience?

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1.3. How to improve logos

1.3.2. Select evidence to support reasons Factual statements, data and statistics and famous quotations -

strong typed of evidence to support reasons.

E.g.: Proposition: You want the audience to believe that using Internet so much leads children to become less creative and active. Reason: After long hour using Internet, your brain will be affected badly.

Support: According to Professor Susan Greenfield, it results in big change in your brain; some functions in your brain will be decreased. The brain in forehead area controls behavioral function will be affected badly. When you use Internet too much, one factor called dopamine will over increases leading to malfunction of this area.

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Does the evidence come from a well-respected source?

Is the evidence recent and if not, is it still valid?

Does the evidence really support the reason?

Will this evidence be persuasive for this audience?

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Pathos (Appealing to emotion)

2.1 Definition

“Pathos” is derived from the ancient Greek word for “suffering” or “experience”.

Emotional appeals, are used to persuade. Language choice affects the audience's emotional response, and emotional appeal can effectively be used to enhance an argument.


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2.2. Characteristics of pathosWhat emotions can you evoke?Aristotle

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Robert Plutchik (20th century psychologist)

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2.3. How to improve Pathos

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3. Ethos (Appealing to character)

3.1 Definition

•Ethos was originally defined as being trustworthy.

•Aristotle stated that we are more likely to believe people who have

good character.

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3.2. Characteristics of ethos Trustworthiness (as perceived by the audience) Similarity (to the audience) Authority (relative to the audience) Reputation or Expertise (relative to the topic)

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3.3. How to improve ethos

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3.3.1. Develop deep expertise in topics you speak and market yourself (Reputation)

Your expertise will often differentiate you from competing speakers

Eg: 1. Speaker A has very interesting ideas, but only 2 years of

work in a related field.2. Speaker B has written two best-selling books in the field,

and is a sought after consultant with 15 years of experience.


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3.3.2. Analyze Your Audience

Audience analysis will reveal valuable clues that you can use to adapt yourself to your audience

Eg: You’ve been invited to speak to a company that is new to you. You don’t know whether their corporate atmosphere is formal or relaxed. Through audience analysis, you discover that nobody in the company wears a suit to work. So, you choose a less formal outfit to adapt to your audience.


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3.3.3. Tell stories or anecdotes which show you are consistent with your message

Don’t be a hypocrite. Nobody will act on your advice if you don’t.

Eg: Suppose you are trying to persuade your audience to support Habitat for Humanity, an international organization that builds homes to eliminate poverty. You can raise your ethos by crafting stories or anecdotes which demonstrate that you are active in the local Habitat chapter


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3.3.4. Use visuals/examples which resonate with your audience

• For any given message, you have a multitude of options for stories, anecdotes, visuals, or other techniques to convey your speech

• From this multitude, try selecting the ones which have the biggest impact with this audience. Not only will you get the big impact, but the audience will also start thinking that you are just like them.


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3.3.5 Make yourself available to your audience even after your speech

Whenever possible, stick around after your presentation is over. Mingle with the audience and continue to share in the event experience.

You’ll have the opportunity for productive follow-up conversations

Your audience will see you as accessible and accessible is good


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III. Conclusion

Three persuasive techniques help you learn how to prepare an effective persuasive speech


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IV. Reference

1.Retrieved from http://www.speech-guru.com/persuasive_speech.php on May 7th, 2012

2.Retrieved from http://sixminutes.dlugan.com on May 10th, 2012.

3.Chapter 16 from Communicate 13th edition.


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