1. Persuasive
Presentations

2. Persuasive Messages Are All
Around Us
 TV Commercials
 Political Campaign Speech
 Product sample in the mail
 Children convincing parents
 Buy toy
 Stay up late

4. What is Persuasion?
 Persuasion
encourages audience
members to change
Their opinions
or
Their behavior

5. Informative VS Persuasive
 Informative Presentations
 Speaker TELLS something to an audience
 Persuasive Presentations
 Speaker ASKS for something from the
audience
 Theiragreement or a change in their
opinions/behavior

6. Opinions & Behavior
Opinion Behavior
 Nike makes the best  Buy Nike shoes
athletic shoes  Cut red meat from
 Vegetarian diets are your diet
good for your body –  Eat dinner with your
and good for the planet
family at least five
 Your family is more times a week
important than your job
 Write a letter to your
 Stricter drunk driving state legislator
laws and punishments supporting stricter
are needed.
drunk driving laws

7. Audience Analysis
 No matter what your persuasive purpose
is, you must understand and adapt your
message to the people in your audience.

8. When Audience Members
Agree With You
 You can strengthen their agreement
 EX:
 Most people agree that pollution is a
problem, but most of them probably
don’t spend an hour a week cleaning up
their neighborhood.

9. When Audience Members
Agree With You
 Presents new information
 Strengthens audience resistance to
counter persuasion
 Excites the audience’s emotions
 Provides a personal model
 Advocates a course of action

10. When Audience DISAGREES
with you
 Changing their opinions or behavior is
challenging

11. When Audience DISAGREES
with you
 As much as you may want an audience that
doesn’t agree with you to come over to your
way of thinking, a modest goal is more
realistic.
EX:
 You are unlikely to convince avid meat eaters
to give up their steaks and become strict
vegetarians.
 You may be able to convince them that eating
smaller portions is healthier

12. Audience Members Are
Undecided
 UninformedAudiences: Don’t know
anything about the topic and hasn’t
formed an opinion
 Can be persuaded easier
 Unconcerned Audiences: See no reason
to care or to have an opinion about a
topic
 Get their attention with VALUE STEP

13. Persuasive
Strategies

14. Claim
State your argument.
Example: I am going to
try to convince you that
chocolate is a healthy
snack.

15. Big Names
Important people or experts can
make your argument seem more
convincing.
Example: Former U.S.
president Bill Clinton
thinks that junk food
should be taken out of
vending machines.

16. Logos
Facts, numbers, and information
can be very convincing.
Example: A
Snickers bar has
280 calories and 30
grams of sugar.
That’s not very
healthy.

17. Pathos
Getting people to feel
happy, sad, or angry can help
your argument.
Example: Your
donation might just
get this puppy off
the street and into
a good home.

18. Ethos
If people believe and trust in
you, you’re more likely to
persuade them.
Example: Believe
me! I’ve been there
before. I’m just
like you.

19. Kairos
Try to convince your audience that
this issue is so important they
must act now.
Example: This is a
one-time offer. You
can’t get this price
after today.

20. Research
Using reliable research can help
your argument seem convincing.
Example: A recent
study found that
students who watch
TV during the week
don’t do as well in
school.