Chapter 8: Presentations to Persuade

51 Introduction

Chapter 8 Learning Outcomes

  1. Identify and demonstrate how to use six principles of persuasion.
  2. Describe similarities and differences between persuasion and motivation.
  3. Identify and demonstrate the effective use of five functions of speaking to persuade.
  4. Label and discuss three components of an argument.
  5. Identify and provide examples of emotional appeals.
  6. Demonstrate the importance of ethics as part of the persuasion process.

image of a man with a moustacheDhavit is passionate about personal health and wellness and is planning on using his knowledge to develop a speech to help persuade some fellow colleagues to stop smoking cigarettes. As you read through this chapter, consider how Dhavit might adapt his planning and delivery to help persuade some of his colleagues to stop smoking.


image with two people sharing ideas indicated by a dotted line across the tops of their headsNo doubt there has been a time when you wanted to achieve a goal or convince your manager about a work need and you thought about how you were going to present your request. Consider how often people—including people you have never met and never will meet—want something from you? When you watch television, advertisements reach out for your attention, whether you watch them or not. When you use the internet, pop-up advertisements often appear. Most people are surrounded, even inundated by persuasive messages. Mass and social media in the 21st century have had a significant effect on persuasive communication that you will certainly recognize. This chapter is about how to communicate with persuasion and how to convince others to consider your point of view.

Chapter Preview

  • What is Persuasion?
  • Principles of Persuasion
  • Persuasive Presentations
  • Making an Argument
  • Speaking Ethically and Avoiding Fallacies
  • Conclusion


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