Ch08 slides
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The document outlines best practices for crafting persuasive arguments, including considering the audience's goals and constraints, following six steps to build an argument, understanding the three elements of a claim, and avoiding common logical fallacies. It also discusses using the right evidence, addressing opposing viewpoints, and understanding how culture influences persuasion.
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