chapter 15 and 7 - Persuading Chapter Fifteen Purposes...

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Persuading Chapter Fifteen
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Purposes Achieved Through  Persuasive Strategies The speaker goal persuade the audience to  feel, act, or believe in a particular way. Strengthening commitment Weakening commitment Conversion Inducing a specific action
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Strengthening Commitment Influence the audience to believe more  strongly about the subject than they did  before It takes advantage of people’s tendency to  seek out and accept messages with which  they already agree. I.E. Support more qualified faculty
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Weakening a Commitment Hostile audience An audience that is strongly committed in  opposition to the views of the speaker. Speaker not asking audience’s to abandon  their positions completely, Rather, the goal is to make listeners less  sure of their commitments and at least willing  to examine alternative positions.
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Conversion Aim to alter listeners’ beliefs Accepted previously rejected Rejected previously accepted Not accomplished in one single  speech
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Inducing a Specific Action Induce them to do something I.E. Vote, donate, buy Attitude vs behavior
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Plan Your Strategy Determine your target audience Assess your audience’s motivation Determine your purpose
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Determine Your Target  Audience Within a larger audience, those whom you  want to address, usually people that matter  to the speech.
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Assess Your Audience’s  Motivation What is the incentive for people to do  something that required effort? Satisfy some needs
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Determine Your Purpose 1. Ask yourself these questions: Who is my target audience? What is the audience’s motivation? What specifically do I want to achieve? What means of audience resistance might be present? 2. Decide whether your specific purpose is realistic in light of your  answers. If not, modify it. If so, then determine: Which of the purpose-specific strategies will be most useful. Which general strategies represent resources you can use. How to organize the overall speech.
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The Elaboration likelihood  Model Communication process where speaker and  listeners cooperate jointly to develop  meaning and understanding. Components of the models Implications of the model
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Components of Model Listeners’ tendency to think about information relating  to the topic High vs low Logic vs emotion
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Implication of the Model Persuasion is complex There is more than one route to the goal.   Need for careful audience analysis and selection of  strategic resources 
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Persuasive Speaking Listener often resist attempts to persuade  them. Identity = opinion
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This note was uploaded on 05/30/2010 for the course HCMC 1273149 taught by Professor Lethithuylinh during the Spring '10 term at Alamance Community College.

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chapter 15 and 7 - Persuading Chapter Fifteen Purposes...

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