Three Pillars of Persuasion
The perceived personal character of the speaker.
What is Ethos?
The perception that a person is informed and trustworthy.
What is credibility?
“immunizes” listeners in advance against opposing ideas and arguments they may encounter in the future.
What is inoculation?
defined as an error in reasoning.
What is fallacy?
Known as the emotional reasons for attitudes, beliefs, or actions.
Initial credibility +/- derived credibility=?
What is terminal credibility?
Focus on listeners attitudes, expectations and knowledge.
How to decide to present one or both sides of an issue?
a recognition of commonalities.
What is identification?
Known as the Rational or Logical proof in the speech such as arguments, reasoning, and evidence to support claims.
What is logos?
Begin with a good initial credibility: experiences, researches...
Connection: speaker and listeners, listeners and topic, speaker and topic.
Care about listeners’ emotion, don’t overwhelm them.
Use effective, ethical supporting materials.
Verbal and nonverbal communication.
How to enhance credibility?
A pattern for organizing persuasive speeches that consists of five steps: attention, need, satisfaction, visualization, and action.
What is the motivated sequence pattern?
argues that because most people believe or act a particular way, you should too.
What is the bandwagon appeal?