Methods of Persuasion Lecture - Methods of Persuasion...

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Methods of Persuasion Lecture I. Methods of persuasion. A. People have been studying the strategies and tactics of successful persuasion for thousands of years. B. Scholars generally agree that listeners are persuaded by a speaker for one or more of four reasons. 1. Because they perceive the speaker as having high credibility. 2. Because they are won over by a speaker’s evidence. 3. Because they are convinced by the speaker’s reasoning. 4. Because their emotions are touched by the speaker’s ideas or language. II. A speaker’s credibility plays an important role in persuading the audience. A. Credibility is the audience’s attitude toward or perception of the speaker. 1. The more favorably listeners view a speaker, the more likely they are to accept what the speaker says. 2. A speaker’s credibility will vary from audience to audience and topic to topic. B. A speaker’s credibility is affected by two primary factors-competence and character. 1. Competence refers to how an audience regards a speaker’s intelligence, expertise, and knowledge of the subject.
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2. Character refers to how and audience regards a speaker’s sincerity, trustworthiness, and concern for the well-being of the audience. C. There are three types of credibility. 1. Initial credibility is the audience’s perception of the speaker before the speech begins. 2. Derived credibility is produced by everything a speaker says and does during the speech. 3. Terminal credibility is the audience’s perception of the speaker at the end of the speech. D. There are three strategies speakers can use to enhance their credibility.
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Methods of Persuasion Lecture - Methods of Persuasion...

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