UNIT #8

Principles and Structure of Persuasion

OBJECTIVES: When you have completed this unit, you should be able to

1. Define and describe the persuasive speaking process

2. List the types of influence

3. Describe the key characteristics of each of the three types of persuasive speeches:  the speech to convince, the speech to inspire (stimulate), and the speech to actuate

4. Explain each of the nine principles of persuasion

5. Explain the terms ethos, logos, and pathos, and explain how these operate as persuasive appeals

6. List the guidelines for enhancing competence and using emotional appeals

7. Identify the steps of an argument (claim, evidence, and proof)

8. Define and distinguish between the types of argument (example. analogy, cause, deduction, and authority) and apply the tests of argument to each type

9. Recognize and define these logical fallacies: hasty generalization, post hoc ergo propter hoc, slippery slope, red herring, appeal to tradition, false dilemma, bandwagon, and ad hominem

10. Define the types of propositions (fact, value, and policy)

11. List and define the steps of Monroe’s Motivated Sequence (attention, need, satisfaction, visualization, and action)

TEXTBOOK ASSIGNMENT:   Read Chapters 16 and 17

UNIT ACTIVITIES:   Select two of the three exercises below to earn a maximum of 20 points.

Exercise #1:  In your own words, describe a proposition of fact, value and policy.  Then, complete Exercise #3 on page 413.  Determine whether each of the statements is a proposition of fact, value, or policy.

Due Date:  Monday, Midnight, December 2, 2002
Send a copy to:  Andree Swanson, professorandree@aol.com
Subject line of e-mail:  YOUR LAST NAME // Fact, Value or Policy
Attachment:  You may submit as a virus-free MS Word attachment or
in the body of your e-mail.
Point Value: 10 points possible
Deductions for:  Incomplete work, not submitted on time, .25 for each misspelled word, -1 for each content error.

Exercise #2:  Complete Exercise #3 on page 382.  If possible, include the advertisement (provide the URL, if you use an online source). valuating a Speech Outline.  Read the transcript of Susan Chontos’s speech, “The Amish: Seeking to Lose the Self,” which appears in Appendix B.  Complete the assignment as described on page 260.

Due Date:  Monday, Midnight, December 2, 2002
Send a copy to:  Andree Swanson, professorandree@aol.com
Subject line of e-mail:  YOUR LAST NAME // Persuasive Advertisements
Attachment:  You may submit as a virus-free MS Word attachment or
in the body of your e-mail.
Point Value:  10 points possible
Deductions for:  Incomplete work, not submitted on time, .25 for each misspelled word, -1 for each content error, -1 point for an incorrect subject line in the e-mail, -10 points if you send a virus.

Exercise #3:  Complete Exercise # 7 on page 414.  First define the three criteria for well-worded propositions, then write three well-worded propositions.  Briefly explain why you feel they are “well-worded.”

Due Date:  Monday, Midnight, December 2, 2002
Send a copy to:  Andree Swanson, professorandree@aol.com
Subject line of e-mail:  YOUR LAST NAME // Well-Worded Propositions.
Attachment:  You may submit as a virus-free MS Word attachment or
in the body of your e-mail.
Point Value:  10 points possible
Deductions for:  Incomplete work, not submitted on time, .25 for each misspelled word, -1 for each content error, -1 point for an incorrect subject line in the e-mail, -10 points if you send a virus.

This exercise is mandatory.

Exercise #4:  Visit these two web sites to improve your understanding of logical fallacies and help you complete the exercise below:

1. Propaganda Analysis Home Page (http://carmen.artsci.washington.edu/propaganda).  Go to the Table of Contents, then read these links:  Name Calling, Glittering Generalities, Testimonial, Plain Folks, Band Wagon, Bad Logic or Propaganda, Unwarranted Extrapolation; then, from the examples list, choose at least two that appeal to you and read those.

2. Stephen's Guide to the Logical Fallacies  (http://www.intrepidsoftware.com/fallacy/toc.htm)  Go to the Table of Contents, then read these four links:

q      False Dilemma

q      Slippery Slope (under Fallacies of Distraction)

q      Hasty Generalization (under Inductive Fallacies)

q      Post Hoc (under Causal Fallacies).

Complete the attached assignment called “Find the Fallacy”.

Due Date:  Friday, Midnight, December 6, 2002
Send a copy to:  Andree Swanson, professorandree@aol.com
Subject line of e-mail:  YOUR LAST NAME // Find the Fallacy
Attachment:  You may submit as a virus-free MS Word attachment or
in the body of your e-mail.
Point Value:  10 points possible
Deductions for:  Incomplete work, not submitted on time, .25 for each misspelled word, -1 for each content error, -1 point for an incorrect subject line in the e-mail, -10 points if you send a virus.