Adoption
The listeners starts a new behavior as a result of the persuasive presentation.
Argument
A proposition that asserts some course of action.
Boomerang effect
The audience likes you and your message less after your presentation than they did before.
Captive Audience
A group consisting of people who did not gather to hear about your particular topic.
Coercion
The act of forcing people to think or behave as you wish; not a form of persuasion.
Deductive Arguement
A logical structure that uses a general proposition applied to a specific instance to draw a conclusion.
Discontinuance
A persuasive purpose rooted in convincing listeners to stop some current behavior.
Ethos
Called "source credibility" today, the reputation authority, and integrity of the speaker.
Evidence
The facts that support a claim.
Fear Appeal
Eliciting fear to change behavior.
Immediate Purpose
A statement of what you intend to accomplish in this particular presentation.
Inductive Argument
A logical structure that provides enough specific instances for the listener to make an inferential leap to a generalization that summarizes the individual instances.
Logos
The use of logical reasoning in an argument.
Long-Range Goal
A statement of purposes that could be achieved with continuing attempts to persuade.
Manipulation
The act of tricking people or using fraudulent means to gain compliance; not a form of persuasion.
Micro-Persuasion
An attempt to change others with as few words or symbols as possible, as in a tweet.
Monroe Motivated Sequence
A problem-solving format that encourages an audience to become concerned about an issue; especially appropriate for a persuasive presentation.
Pathos
The use of emotional "proof" in an argument.
Persuasive Imagery
The advertiser's method of persuading an audience with fast-paced and dazzling visualization of products.
Persuasive Presentation
A message designed to strategically induce change in an audience.
Proof
Evidence that the receiver believes.
Proposition of Fact
An assertion that can be proved or disproved as consistent with reality.
Proposition of Policy
A proposal of a new rule.
Proposition of Value
A statement of what we should embrace as more important to our culture.
Rebuttal
Arguing against someone else's position on an issue.
Syllogism
A logical structure that contains a major premise (a generalization) applied to a particular instance (a minor premise) that leads to a conclusion.
Tests of Evidence
Questions that can be used to test the validity of evidence.
Voluntary Audience
A group that came to hear you, in particular, talk about your topic.