Chapter 14 Outline: Part II

Persuasion has been defined as “reason-giving discourse,” persuasive messages that propose claims and support them with accurate reasons.
1. The purpose of a persuasive message must be clear, and the message must be carefully structured. The speaker needs to describe the problem, the solution, and, if the motive is to actuate, the desired audience response. One recommended way to do this is to use the
2. Solid
  is mandatory in persuasion, and this includes
  that evokes feelings.
3. , errors of logic, are numerous and include the following: ad hominem attacks the person instead of the argument;
  takes the argument to ridiculous extremes;
  sets up false alternatives;
  assumes a causal relationship between sequential events;
  relies on non-expert testimony;
  is the bandwagon appeal; straw man attacks an argument that was not proposed; red herring shifts the focus to a tangential subject.
Adapt your speech to a
by establishing common ground, organizing information according to expected responses, and neutralizing potential hostility.
Build
through competence, character, and charisma. Aristotle divided persuasion into the three appeals of
,
, and