Persuasion Techniques:

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Persuasion Techniques

• Win friends and arguments with
• PUBLIC SPEAKING

2
Three (and a half) Persuasive Appeals

• Ethos
• Pathos
• Logos
• Nomos

Aristotle Ancient Greek philosopher
3
Ethos

• the name used by Aristotle for what modern
  students of communication refer to as credibility
• CREDIBILITY--the audiences perception of how
  believable a speaker is. There are two main
  factors affecting credibility COMPETENCE
  CHARACTER

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Types of Credibility

• INITIAL--the credibility of a speaker before
  he/she starts to speak
• DERIVED--the credibility of a speaker produced by
  everything she/he says and does during the speech
• TERMINAL--the credibility of a speaker at the end
  of the speech

5
Credibility Through Common Ground

• create and establish common ground by connecting
  yourself with the values, attitudes, or
  experiences of the audience

6
Logos

• the name used by Aristotle for the logical appeal
  of the speaker. The two major elements of LOGOS
  are EVIDENCE and REASONING.
• EVIDENCE--supporting materials used to prove or
  disprove something

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Tips for Using Evidence

• Use specific evidence
• Use novel evidence
• Use evidence from credible sources
• Make clear the point of view of your evidence

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Pathos

• the name used by Aristotle for what modern
  students of communication refer to as emotional
  appeal
• These may take the form of FEAR, COMPASSION,
  PRIDE, ANGER, SHAME, or REVERENCE

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Nomos

• the name used by Aristotle for what modern
  students of communication refer to as shared
  cultural beliefs
• we identify with speakers messages and images
  because they are familiar and show solidarity
  with the audience