Communicating for

Results
9e

14
Key Ideas

Persuasive
Presentations:
Individual or Team

Meaning of persuasion
Types of persuasive
presentations
Persuasive theories
Preparing a persuasive
speech
Successful persuasive
presentations

Copyright Cengage 2011

Consider this . . .
We live in a world in which persuasion
and the power to persuade are of
extraordinary importance . . . When we
list freedom of speech first among
our rights as citizens guaranteed by
the Constitution, we remind ourselves
of the right to speak, to write, to
express ourselves, and to have access
to their words and ideas of others as
fundamental principles upon which our
way of life is founded.
Williams & Cooler, Power Persuasion, Alistair, 1002, p. 3
Copyright Cengage 2011

Rough Guides/Alamy

The Washington
Post

Cook Case Study

Read or describe the case study
Answer the following
questions:
Why were Cookes editors so

easily persuaded by her resume &

story?
Was the instant ethos response
involved in this study (pp. 407408)?

Persuasion defined
Definition: Persuasion is
communication intended to influence
choice. (Brembeck & Howell, 1976 p.
19)
Persuasion involves
Intentionality
Influence not force
Setting limits on acceptable choices
Copyright Cengage 2011

Types of persuasive presentations

2003 Laura Farr/ZUMA

Press

Speech to convinceasks the

audience to believe or agree with
you
Speech to actuateasks the
audience to take a particular action

Copyright Cengage 2011

Factors Persuasion theory

Logos Evidence and logic of the
message
Ethos Credibility of the persuader
Pathos Listener Psychological
needs
Opinions held by key people in the
audience

Copyright Cengage 2011

Persuasion theories
Information-Integration theory
Consistency theories
Elaboration-Likelihood theory
Social Judgement theory

Copyright Cengage 2011