Page 431 - Between One and Many The Art and Science of Public Speaking

• Monroe’s motivated sequence
• Comparative advantages
Persuasive messages are most effective when they present two sides rather than
a single side to the issue.
Use evidence in your persuasive message, including the following:

• Personal testimony (fi rst-order data)
• Expert testimony (second-order data)
• Verifi able facts and statistics (third-order data)

Emotional appeals (pathos) such as fear can enhance persuasive effect but must
be used carefully and ethically.

Intense but appropriate language can facilitate persuasion.
Decide on an overall strategy for your persuasive speech, depending on whether
you hope to create:
• Elaborated thinking leading to long-term change, or

• Peripheral thinking, which is less resistant to counterpersuasion.
Consider capitalizing on Cialdini’s established principles of infl uence such as:

• Reciprocity
• Liking
• Authority

• Social support
• Scarcity
• Commitment

Check Your Understanding: Exercises and Activities

1. Suppose you are giving a speech on the topic of civil liberties versus national
security. How would you change your persuasive message to achieve each
of the fi ve persuasive purposes: branding, adoption, reinforcement, inocula-
tion, and change? How would these purposes differ depending on possible
audiences for this topic and the constraints you would face in each situation?
2. On a topic of your choosing, construct examples of appeals based on the six
principles of infl uence discussed in the chapter (reciprocity, liking, etc.).
3. Consider the following list of topics: (1) preventing AIDS, (2) preventing
tooth decay, and (3) the importance of wearing seat belts. Construct a brief
message based on a moderate-level “fear” appeal for each of these topics.
At what level—low, moderate, or high—do you think your fear appeal would
diminish the persuasive effects, causing audience members to reject your
message? At what point do you think arguments based on fear about these
topics would become unethical?
4. Follow up on the list of tips we gave for assessing and enhancing perceptions
398 of your credibility. List the specifi c factors you believe make you credible