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COMMUNICATION SKILLS
Communicating in Public Persuasive Speaking
Narrowed- topic: Persuasion Techniques
Group 11_Class E20: Phm Th Nhn on Th Hi Yn
Contents
I.INTRODUCTION
II.DEVELOPMENT
1.1. 1.2. 1.3.
1. Logos Definition Characteristics of logos How to improve logos

2. Pathos Definition Characteristics of pathos How to improve pathos 3. Ethos Definition Characteristics of ethos How to improve ethos
2.1. 2.2. 2.3.

www.themegallery.com
3.1. 3.2. 3.3.
III. CONCLUSION
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I. INTRODUCTION
What is persuasive speech and its purposes?
A persuasive speech is a speech aimed at influencing values, ideas, beliefs and attitudes of the audience. + convince people to come a different idea, attitude and belief + react to something, consider doing things they were previously unwilling to do.
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II. DEVELOPMENT
Aristotle and his persuasive technique theory
Persuasive Techniques
Logos
Ethos
Pathos
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1. LOGOS
1.1. Definition
Logos is the Greek root word from which the English logic is derived. - logical reasoning or an argument based on reasoning.
1.2. Characteristics of logos
+ USE:
theoretical, abstract language literal and historical analogies definitions factual data and statistics famous quotations citations from experts and authorities
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1.3. How to improve logos

1.3.1. Finding reason to use as main points - Reasons are main point statements that summarize several related pieces of evidence and show why the listener should believe of do something.
E.g.: Your proposition is Everyone should choose ULIS to study, and then you develop six potential reasons: (1) The location of this college is in Cau Giay district. (2) The cost is low. (3) The quality of teaching is high. (4) The campus is beautiful. (5) The facilities of this college are modern. (6) The teachers are very friendly
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Is the reason directly related to proving the proposition? Do you have strong evidence to support a reason? Will this reason be persuasive for this audience?
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1.3. How to improve logos

1.3.2. Select evidence to support reasons Factual statements, data and statistics and famous quotations strong typed of evidence to support reasons.
E.g.: Proposition: You want the audience to believe that using Internet so much leads children to become less creative and active. Reason: After long hour using Internet, your brain will be affected badly.
Support: According to Professor Susan Greenfield, it results in big change in your brain; some functions in your brain will be decreased. The brain in forehead area controls behavioral function will be affected badly. When you use Internet too much, one factor called dopamine will over increases leading to malfunction of this area.
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Does the evidence come from a well-respected source? Is the evidence recent and if not, is it still valid? Does the evidence really support the reason? Will this evidence be persuasive for this audience?
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Pathos (Appealing to emotion)

2.1 Definition Pathos is derived from the ancient Greek word for
suffering or experience. Emotional appeals, are used to persuade. Language choice affects the audience's emotional response, and emotional appeal can effectively be used to enhance an argument.
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Example: How does this advertisement appeal to emotion? Why?
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2.2. Characteristics of pathos What emotions can you evoke? Aristotle

Anger Calmness
Kindness Unkindness Friendship Enmity
Pity Indignation
7 sets of emotions
Fear -Confidence
Envy Emulation
Shame Shamelessness
Robert Plutchik (20th century psychologist)
Surprise Anticipation
Optimism Disappointment
Fear Anger
Love Remorse
Trust Disgust
8 advanced emotions
Submission Contempt
Joy Sadness
Awe Aggressiveness
2.3. How to improve Pathos
Choose Words which Add Emotional Emphasis
Use rich analogies and metaphors
Tell stories and use humor

Connect through visuals and use vivid, sensory words Model the Emotion with Your Delivery Techniques
3. Ethos (Appealing to character)

3.1 Definition Ethos was originally defined as being trustworthy. Aristotle stated that we are more likely to believe people who have good character.
3.2. Characteristics of ethos

Trustworthiness (as perceived by the audience) Similarity (to the audience) Authority (relative to the audience) Reputation or Expertise (relative to the topic)
3.3. How to improve ethos
3.3.1. Develop deep expertise in topics you speak and market yourself (Reputation)
3.3.2. Analyze Your Audience
3.3.3. Tell stories or anecdotes which show you are consistent with your message
3.3.4. Use visuals/examples which resonate with your audience
3.3.5 Make yourself available to your audience even after your speech
3.3.1. Develop deep expertise in topics you speak and market yourself (Reputation) Your expertise will often differentiate you from competing speakers Eg: 1. Speaker A has very interesting ideas, but only 2 years of work in a related field. 2. Speaker B has written two best-selling books in the field, and is a sought after consultant with 15 years of experience.
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3.3.2. Analyze Your Audience Audience analysis will reveal valuable clues that you can use to adapt yourself to your audience Eg: Youve been invited to speak to a company that is new to you. You dont know whether their corporate atmosphere is formal or relaxed. Through audience analysis, you discover that nobody in the company wears a suit to work. So, you choose a less formal outfit to adapt to your audience.
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3.3.3. Tell stories or anecdotes which show you are consistent with your message Dont be a hypocrite. Nobody will act on your advice if you dont. Eg: Suppose you are trying to persuade your audience to support Habitat for Humanity, an international organization that builds homes to eliminate poverty. You can raise your ethos by crafting stories or anecdotes which demonstrate that you are active in the local Habitat chapter
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3.3.4. Use visuals/examples which resonate with your audience For any given message, you have a multitude of options for stories, anecdotes, visuals, or other techniques to convey your speech From this multitude, try selecting the ones which have the biggest impact with this audience. Not only will you get the big impact, but the audience will also start thinking that you are just like them.
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3.3.5 Make yourself available to your audience even after your speech Whenever possible, stick around after your presentation is over. Mingle with the audience and continue to share in the event experience. Youll have the opportunity for productive follow-up conversations Your audience will see you as accessible and accessible is good
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III. Conclusion
Three persuasive techniques help you learn how to prepare an effective persuasive speech
Use emotion Build the arguments
Develop your credibility
Successful speech
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IV. Reference
1.Retrieved from http://www.speechguru.com/persuasive_speech.php on May 7th, 2012 2.Retrieved from http://sixminutes.dlugan.com on May 10th, 2012. 3.Chapter 16 from Communicate 13th edition.
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LOGO

Narrowed- topic: Persuasion Techniques

Group 11_Class E20: Phm Th Nhn on Th Hi Yn

1. Logos Definition Characteristics of logos How to improve logos

2.1. 2.2. 2.3.

3.1. 3.2. 3.3.

1.2. Characteristics of logos

1.3. How to improve logos

1.3. How to improve logos

Pathos (Appealing to emotion)

Example: How does this advertisement appeal to emotion? Why?

2.2. Characteristics of pathos What emotions can you evoke? Aristotle

Robert Plutchik (20th century psychologist)

2.3. How to improve Pathos

Choose Words which Add Emotional Emphasis

Use rich analogies and metaphors

Tell stories and use humor

3. Ethos (Appealing to character)

3.2. Characteristics of ethos

3.3. How to improve ethos

3.3.2. Analyze Your Audience

3.3.4. Use visuals/examples which resonate with your audience

Develop your credibility

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