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The Art of Persuasion
Transcript of The Art of Persuasion
The Art of...
In a nutshell, a persuasive presentation
Convinces the audience of the benefits of your ideas.
Shapes the attitudes of your listeners.
Urges them to pursue a designated course of action.
Persuasion is the influence of beliefs, attitudes, intentions, motivations, or behaviors. Persuasion is a process aimed at changing a person's (or a group's) attitude or behavior toward some event, idea, object, or other person(s), by using written or spoken words to convey information, feelings, or reasoning, or a combination thereof.
What does this mean?
Goals in persuasive presentation:
Establish or change beliefs in your audience
Establish or change a behaviour in your audience.
Initiate an action
Emotional - made on the basis of thoughts and emotions; used to gain and maintain attention.
Logical -made on the basis of facts, reason, and data; used to support emotional appeals.
Ethical - made on the basis of a shared morality or "common good"; used in conjunction with supportable assertions.
TA - Target Audience
The target audience for a persuasive presentation is the particular part of the whole which you have in mind. In other words, the portion of your listeners you most want to reach. Once you know the target audience, you can tailor your speech to fit their values and concerns.
Presentation and Imagination
Scientific or rational evidence
Building rhetorical force
Using anecdotal persuasion
Preparing a Persuasive Presentation
Research Your Topic
Consider and Plan for Opposition
Develop Argument with Strategies
Planning for an Audience
Anticipate probable reception, objections, and questions
Determine the information and strategies most likely to persuade TA.
Convincing the Audience...
Audiences are likely to
accept a speaker's position if...
Presenter credibility is high, or perceived as such.
Reasoning and evidence is sound.
Emotions are successfully appealed to.
Engaging body language
Confidence in presenting
Effective choices for arguments
A short story of an incident or experience that a speaker will use to connect with the audience. It must be both relevant to the point at hand and contribute to the development of the topic.
The skill of strengthening your presentation by...
Increasing audience emotional reaction
Repeating points to develop them
Using analogy effectively
Arranging and developing information effectively
Using evidence effectively
A rhetorical device that compares two situations, seemingly unrelated, in order to make a point. Analogy is a powerful emotional persuader.
Do not use them to make unfair emotional appeals.
Do not use them to provide logical support for an argument.