4. boomerang effect
If you ask for too much change you might face with
boomerang effect
The audience likes you
and your message less
after your presentation
than they did before
5. Immediate goals
Immediate goals:
o Adoption: the listener start a new behavior as a result of your
persuasive presentation
o Discontinuance: convincing listeners to stop some current behavior
6. Argument
Argument consist of a proposition that asserts some
course of action concerning fact, policy or value
7. Evidence and proof
An evidence becomes proof it is perceived by
your audience as proof.
Proof is evidence that the receiver believes.
8. Forms of proof
Ethos: source credibility
Pathos: emotional means
Logos: logical argument
9. Inductive and deductive arguments
Logos (logical argument) can be
o Inductive: starts with specific instances and makes an inferential
leap to a generalization
o deductive: starts with general proposition and applies it to a
specific instance to draw conclusion
10. Rebuttal
Rebuttal: an argument against someone else’s position questioning
the major premise, the application of the minor premise, and the
meaning of conclusion
