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Lecture 4

COMM 2081 Lecture Notes - Lecture 4: Cognitive Dissonance, Pathos

Course Code
COMM 2081
Schulte Nancy

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Persuasive Speaking
Common Areas of Resistance
- Previous negative experience
- Limited time
- Limited money
- Indifference
Analyzing Your Audience
Who is the audience?
What is your relationship with the audience?
How will the audience likely react?
What does the audience already know?
What is unique about the audience?
Ethos: an appeal based
on credibility
Pathos: an appeal based
on emotion
Logos: an appeal based
on logic
Demonstrate good
Connect with people on
an emotional level
Use solid evidence and
Provide your
background and
Use stories and imagery
Provide facts and
expert opinion
Cognitive Dissonance Theory
- Emphasizes human need to be in a harmonious state
- May be conflicting attitudes that cause disharmony
Expectancy-Outcome Values Theory
People evaluate the cost, benefit or value relating to making changes in
belief or behavior
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