Page 404 - Between One and Many The Art and Science of Public Speaking

Chapter
14

Persuasive Speaking

Objectives www.mhhe.com/brydon6 Key Concepts

After reading this chapter and reviewing the online learning resources at adoption
www.mhhe.com/brydon6, you should be able to:
branding
• Describe the purposes persuasive speeches are designed to achieve. change
elaboration likelihood model
• Describe how your assessment of the rhetorical situation is important to
persuasive speaking. ethos
• Analyze the audience of a persuasive message in terms of cultural, fi rst-, second-, and third-order data
demographic, and individual diversity.
inoculation
• Defi ne ethos, logos, and pathos.
logos
• Achieve persuasiveness through the use of speaker credibility. pathos
• Demonstrate how to use fi rst-, second-, and third-order data as evi- persuasion
dence in a persuasive speech.
reinforcement
• Explain the rationale for presenting a two-sided persuasive message,
source credibility
and construct a two-sided persuasive message.
• Demonstrate how certain types of persuasive appeals are linked to
audience members’ emotions.
• Describe the process of elaborated thinking in relation to persuasion.
• Describe Cialdini’s principles of infl uence.

“ Character may almost be called the most effective means of persuasion. ”

–ARISTOTLE 1