PURCOM REVIEWER 6 shortcuts as universal that guide human behavior

(the science of persuasion):

Communication is a passport in understanding and 1. Reciprocity – obligation to give back what you
receive; owing a favor (we need to be the first one to
conveying our needs and ideas to others – Sygaco, 2018
get)
*(Communication begins in our self; Communication is
2. Scarcity – people want more of those things they can
purposive)
have less off– not to tell but explain their benefits and
Three general purposes of communication: uniqueness
3. Authority – start with what makes you credible
1. Informative (as a global communicator we need to be knowledge before attempting to influence them (expert
competent and relevant) – to import knowledge, clarify introduction)
information, and to secure understanding 4. Consistency- activated by looking and asking small
initial commitments that can be made.
o Types by content: 5. Liking – say yes to things they like (people who are
Information about objects (tangible- can touched and similar to us, who compliments us, who are
easily perceive) cooperative)
Information about process (process and focus that can 6. Consensus – people will look to the actions of others
produce a certain outcome/result) to determine their own course of action (“going to the
Information about events (world events – such as flow”)
election, calamities)
Information about concepts (tackles ideas, beliefs, Kinds of Speech according to purpose:
theories, and principles) A. Informative speaking (main purpose: To share
o -Types by purpose: knowledge)
Information on description (straight forward- what you - empower listeners by giving new ideas
want to say in a descriptive manner) -shapes listeners perception
Information on explanation (talk/clarify concepts) -set the agenda of public concern
Information on instruction (demonstrate in logical - clarify options for action
manner (step by step)/ how to do something)
How to help listeners to learn:
2. Persuasive – to influence or move the audience to do 1. Approach your topic in a fresh and interesting way
a certain action. Process of motivating people to change 2. Show how they can benefit
or maintain their belief, attitude, or behavior. 3. Sustain attention with vivid examples
“art of convincing viewers to believe and accept 4. Organize material clearly
controversial issue by presenting the benefit of the 5. Use strategic repetition
topic…”-sygaco 6. Provide reviews and summaries
*Does not equate coercive, instead it allows the
audience to think and make decisions on their own. B. Persuasive speaking (to urge a choice among options
*does not seen immediately, it will see gradually and asks for commitment)
- Speaker as advocate
o By types of preposition: -Emotional involvement
Proposition by fact - (issue having two or more angle
with conflicting testimony and audience are required to 3 designs serving the needs of persuasive speaking:
know and select the truth) (shapes the basis of an 1. Problem-solution design (convince that there
argument) is a problem) (presenting a problem that needs
Proposition of value – (truth of the issue) to be solved and offer a solution)
Proposition of policy- (require an action/ concept) 2. Motivated sequence design (use in topics
o By desired outcome: that calls for action)
Convincing- (reinforcing change) - Five step process: arousing attention,
Actuating – (takes place when one needs to move the demonstrating need, satisfying the need,
audience to a specific behavior) (recommends specific visualizing the result, calling for action
action) 3. Refutative design (use when answering
o By direct approach: strong opposition before establishing a position.
Direct persuasion – (demonstrate clear purpose of the - attack the weakest point (avoid personal
writer to the target audience by stating it right away) attack)
Indirect persuasion – (disguises intention by hinting the -state the point you want to refute
issue) -often followed by demonstration (prove a
point on the idea you just disapproved)
3. Argumentative (to state position of an issue C. Argumentative speaking (general to specific) - To
accompanied with reason and logic) answer question that are vital within a persuasive
(Allows people to express themselves) (Does not violent design (argument combines with evidence and proof)
person’s right) 3 forms of argument:
1. Deductive argument (develops around our
*Persuasive- Claim based on opinion, may not premise)
take opposing ideas into account, appeals to the - Major premise: unstated accepted assumption rule
emotion/ emotion-based) (Generally accepted)
*Argumentative – Claim based on factual, -Conclusion: What we believe or do
counterclaim, proofs offered, logic-based - Major premise: Specific issues
 2. Inductive argument (speaker has an
adequate grasp of reality as reflected in the minor
premise)
3. Analogical argument (compares a proposed
plan to closely related programs already in existence)

Kinds of speech (according to delivery):