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Chapter 17
Using Persuasive
Strategies
“Speech is power:
Speech is to per-
suade, to convert,
to compel.”
—Ralph Waldo
Emerson
17.1 Enhancing Your Credibility
Elements of Your Credibility
Phases of Your Credibility
17.2 Using Logic and Evidence to Persuade
Understanding Types of Reasoning
Persuading the Culturally Diverse
Audience
Supporting Your Reasoning with
Evidence
Using Evidence Effectively
Avoiding Faulty Reasoning
17.3 Using Emotion to Persuade
Tips for Using Emotion to Persuade
Using Emotional Appeals: Ethical
Issues
Outline
(continued)
