2. ETHICAL PERSUASION DEFINED
“Persuasion is the act of motivating an audience, through
communication, to voluntarily change a particular belief, attitude,
or behavior.”
Unlike coercion and manipulation on the other hand, it presents a
message to an audience and allows the members to choose
whether or not to accept it.
3. A particular message is genuinely persuasive:
(a) Whether the recipients feels truly free to make a choice
(b) Whether the originator would feel comfortable if he or
she were the recipient of the message instead of its
sender.
5. SALES PRESENTATIONS
Television commercials and direct-mail advertising
Salespeople make presentations about real estate, insurance, merchandise
packaging, heavy machinery, restaurant franchises, and many more.
PROPOSALS
Involves plan for a new program
Request for resources
Changes in policy or procedures
Personal request for changes
MOTIVATIONAL SPEECHES
Can produce good results when delivered effectively and at the proper time.
GOODWILL SPEECHES
May seem informative.
Also try to change the attitudes or behavior of their listeners.
6. PERSUASIVE STRATEGIES
1. APPEAL TO THE NEEDS OF YOUR AUDIENCE
2. HAVE A REALISTIC GOAL
*social judgement theory
3. FOCUS APPEALS ON CRITICAL AUDIENCE
SEGMENT
4. DEFER THESIS WITH HOSTILE AUDIENCE
5. PRESENT AMPLE EVIDENCE TO SUPPORT
CLAIMS
7. 6. CONSIDER CITING OPPOSING IDEAS
(a) When the audience disagrees with your position
(b) When the audience knows both sides of the issue
(c) When the audience will soon hear your viewpoint
criticized or another one promoted
7. ADAPT TO THE CULTURAL STYLE OF YOUR
AUDIENCE
8.
9.
10. “ MAXIMIZING SPEAKER
CREDIBILITY “
Credibility is the Persuasive Force That Comes
From The Audience's Belief in and respect for the
speaker ..
11. “ Demonstrate Your Competence “
‘ Listeners will more influence by a speaker who they
believe in equality filled on the subject ‘
Three ways to Build Perceived To Competence :-
1 : By demonstrating your knowledge by subject ..
2 : By making your credentials known ..
3 : Through demonstration of your ability .. !
“ Earn The Trust Of Your Audience “
- Most important ingredient of trustworthiness is ‘
Honesty ‘ ..
- ‘ Impartiality ‘ Is The Second Element of
Trustworthiness ..
12. “ Emphasize Your Similarity To
Audience “
- Ideas are more willing to accept the ideas of speaker
whose attitudes and behaviors are similar to their Own ‘
“ Increase Your Appeal To Audience
“
- Listeners are more persuaded by speakers they find
appealing in some way. Listeners are attracted to
speaker who are complimentary ‘
“ Demonstrate Sincerity “
- Sincerity is only impressive if the audience detects it.
Unfortunately, some speakers don’t show their
14. • Most basic persuasive pattern.
• Use when audience needs convincing that a problem exists.
Problem-
solution
• Use when audience is considering alternatives to your proposals.
• Show how your plan is superior to others.
• Differ thesis if audience will object to idea before hearing your
reasoning.
Comparative
advantages
• Use when audience is not likely to consider alternative plans.
• Choose criteria important to your audience, and show how your
plan meets them.
• If audience may be hostile to your plan, introduce criteria before
discussing the plan.
Criteria
satisfaction
• Use when problem and solution are easy to visualize.
• Effective when seeking immediate audience reaction.
Motivated
sequence
