Chapter 16: The Strategy of Persuasion

Name the 3 major types of influences associated with a speech to persuade the audience.

1. Change 2. Instill 3. Intensify

How does one convey trustworthiness?

1. Establish common ground with your audience. 2. Demonstrate your objectivity in approaching the topic.

Name 6 key points in persuasive speaking strategies.

1. Establish your credibility. 2. Focus your goals. 3. Connect with your listeners. 4. Organize your arguments. 5. Support your ideas. 6. Enhance your emotional appeal.

Name the 4 guidelines for enhancing your image of competence.

1. Know your subject. 2. Document your ideas. 3. Cite your sources. 4. Acknowledge personal involvement.

Name the principles of a persuasive speech.

1. Persuasion is more likely if your goals as a speaker are limited rather than global. 2. Persuasion is more permanent if you achieve it incrementally. 3. Persuasion is more likely if a speaker establishes common ground with the audience. 4. Persuasion is more likely if the audience lacks information on the topic. 5. Persuasion is related to how important the audience considers the topic. 6. Persuasion is more likely if the audience is motivated in the direction of the message. 7. Persuasion is more likely if the speaker's message is consistent with listeners' values, beliefs, attitudes and behaviors.

Name some types of persuasive speeches.

1. Speech to convince. 2. Speech to actuate. 3. Speech to inspire.

How does one develop emotional appeals?

1. Tap audience values. 2. Use vivid examples. 3. Use emotive language. 4. Use effective delivery.

speech to actuate

A persuasive speech designed to influence listeners' behaviors.

speech to convince

A persuasive speech designed to influence listeners' beliefs or attitudes.

speech to inspire

A persuasive speech designed to influence listeners' feelings.

initial credibility

A speaker's image or reputation before speaking to a particular audience.

pathos

Emotional appeal

dynamism

Listeners' views of a speaker's confidence, energy and enthusiasm for communicating.

trustworthiness

Listeners' views of a speaker's honesty and objectivity.

competence

Listeners' views of a speaker's qualifications to speak on a particular topic.

logos

Logical appeal.

ethos

Speaker credibility.

primacy theory

The assumption that a speaker should place the strongest argument at the beginning of the body of a speech.

recency theory

The assumption that a speaker should place the strongest argument at the end of the body of a speech.

credibility

The degree to which listeners believe a speaker.

derived credibility

The image listeners develop of a speaker as he or she speaks.

terminal credibility

The image listeners develop of a speaker by the end of a speech and for a period of time after it.

persuasion

The process of influencing another person's values, beliefs, attitudes or behaviors.