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Ch08 slides
1.
Consider your audience’s
four broader goals: • security • recognition • professional growth • connectedness Chapter 8. Communicating Persuasively © 2012 by Bedford/St. Martin's 1
2.
Work within eight
constraints: • ethical • legal • political • informational • personnel • financial • time • format and tone Chapter 8. Communicating Persuasively © 2012 by Bedford/St. Martin's 2
3.
Follow six steps
to craft a persuasive argument: • Identify the elements of a persuasive argument. • Use the right kinds of evidence. • Consider opposing viewpoints. • Appeal to emotions responsibly. • Decide where to present the claim. • Understand the role of culture in persuasion. Chapter 8. Communicating Persuasively © 2012 by Bedford/St. Martin's 3
4.
Understand the three
elements of a persuasive argument: • The claim—the idea you are communicating. • The evidence—the facts and judgments that support your claim. • The reasoning—the logic that you use to derive the claim from the evidence. Chapter 8. Communicating Persuasively © 2012 by Bedford/St. Martin's 4
5.
Use the right
kinds of evidence: • “commonsense” arguments • numerical data • examples • expert testimony Chapter 8. Communicating Persuasively © 2012 by Bedford/St. Martin's 5
6.
Consider three ways
of meeting possible objections to your argument: • Show that the opposing argument is based on illogical reasoning or on inaccurate or incomplete facts. • Show that the opposing argument is valid but less powerful than your own. • Show how the two arguments can be reconciled. Chapter 8. Communicating Persuasively © 2012 by Bedford/St. Martin's 6
7.
Understand the role
of culture in persuasion: • Know what each culture regards as a persuasive argument. • Know how each culture structures a persuasive argument. Chapter 8. Communicating Persuasively © 2012 by Bedford/St. Martin's 7
8.
Avoid ten common
logical fallacies: • ad hominem argument, or argument against the speaker • argument from ignorance • appeal to pity • argument from authority • circular argument, or begging the question Chapter 8. Communicating Persuasively © 2012 by Bedford/St. Martin's 8
9.
Avoid ten common
logical fallacies (cont.): • either-or argument • ad populum argument, or bandwagon argument • hasty generalization, or inadequate sampling • post hoc reasoning • oversimplifying Chapter 8. Communicating Persuasively © 2012 by Bedford/St. Martin's 9
10.
Demonstrate four characteristics
when creating a professional persona: • cooperativeness • moderation • fair-mindedness • modesty Chapter 8. Communicating Persuasively © 2012 by Bedford/St. Martin's 10
11.
An example of
using words and images to create a persuasive argument Caption: “A young boy works 12-hour days packing mud bricks in Liberia.” Source: U.S. Department of State, 2009 <www.state.gov/documents/organization/123360.pdf>. Chapter 8. Communicating Persuasively © 2012 by Bedford/St. Martin's 11
12.
An example of
using an image to convey technical evidence Source: Insurance Institute for Highway Safety, 2008 <www.iihs.org/ratings/rating.aspx?id5867>. Chapter 8. Communicating Persuasively © 2012 by Bedford/St. Martin's 12
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