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SPCM 101: Chapter 17
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Chapter 17
Methods of Persuasion
- "How to" chapter
- Ethos, Logos, and Pathos
Methods of Persuasion
Ethos
Credibility - the audience's perception of whether a speaker is qualified to speak on a given topic
- Competence
- Character
Ethos
Credibility is dynamic
- Initial
- Derived
- Terminal
Build Credibility
Create Common Ground
- the speaker connects himself or herself with the values, attitudes, or experiences of the audience
Explain your competence
Speak with sincerity and conviction
Logos
Use Evidence and use it often
- Examples
- Statistics
- Testimony
Anticipate your audience's reaction
Logos
Logos Cont.
Logos Cont.
Reasoning - the process of drawing a conclusion on the basis of evidence
Make the connection for your audience
Argument Evidence Explanation
Logical Reasoning
Reasoning from Specific Instances - reasoning that moves from particular facts to a general conclusion
Reasoning from Principle - reasoning that moves from a general principle to a specific conclusion (major premise, minor premise, therefore)
Logical Reasoning Cont.
Causal Reasoning - reasoning that seeks to establish the relationship between causes and effects (if/then)
- change over time
Analogical Reasoning - reasoning in which a speaker compares two similar cases or things and infers that what is true for the first is also true for the second
- similar relationship
Logical Fallacies
- an error in reasoning -
https://yourlogicalfallacyis.com/
Over 120 fallacies, you only need to know 10
Logical Fallacies
Fallacies
Fallacies
- Hasty Generalization (limited examples)
- False Cause (unclear connection)
- Invalid Analogy (not similar)
- Bandwagon (popular is good)
- Ad Hominem (attack on the person)
Fallacies Cont.
- Either Or (two opposing choices)
- Appeal to Tradition (old is good)
- Appeal to Novelty (new is good)
- Red Herring (irrelevant topic)
- Slippery Slope (negative consequences)
- Do not use fear appeals
Pathos
- Persuasion through emotion
"tugging at the heart strings"
Pathos
Conclusion
- Credibility
- Ethos, Logos, Pathos
- Methods of Reasoning (4)
- Logical Fallacies (10)