COMM 1112 Lecture Notes - Lecture 4: Auditory Learning, Doritos, Pathos
17 Mar 2017
School
Department
Course
Professor
Persuasion and Ethics
Persuasive Speaking
• Attempting to create, change, or reinforce the thinking of actions of others
• Might not always succeed in doing so
o Difficult to persuade others
o Influenced by experience, personality, education, and socialization
• May not change their mind in 5 minutes—just go in wishing to make the audience
CONSIDER your perspective
• Speech is successful if your audience accesses and understands your argument
Types of Persuasive Speeches
• Assertion of fact
o True or not, happened or didn’t, exists or not
o “Drinking of wine in moderation lowers your chances of suffering heart disease”
• Assertion of value
o Right or wrong, good or bad, fiar or unfair
o “No level of dishonesty belongs in an intimate relationship”
o “Nacho Cheese Doritos are better than Cool Ranch Doritos”
• Assertion of policy
o How things should or should not happen
▪ Encourage action on the part of the listeners or
▪ Seek to gain audience support for course of action that others take
• “All US states should legalize marijuana
Use Classical Appeals
• Ethos: use the power of your character
o Credibility, authority
o Demonstrate ownership of material
o Cite sources and sounding competent
o Be ethical and civil: persuasion vs coercion
• Pathos: use emotional appeals
o Tap emotions
o Don’t rely solely on this
o Sympathy, anger, fear, pride
• Logos: appeal to the logical mind
o Accomplished with reasoning—use a sufficient amount of true or probable and
relevant evidence—arranged logically to support a claim
• Starts with a claim
find more resources at oneclass.com
find more resources at oneclass.com
