Explain how you can use credibility, logical, and emotional appeals to convince the person to either change an attitude, belief, or value, OR to take an action.

Persuasion Analysis Paper: Persuasive Appeals
Write a short analysis paper after reading this chapter. This paper should be between 500-700 words 1.5 spaced, and typed in Arial size 11 font. Submit your Persuasive Analysis paper in Laulima Assignments with a link to your Google Doc (just remember to change viewing permission to “anyone with link can view” and click on “Editor” as well).
After reading about the section on Developing Persuasive Appeals (pgs 300-311) think of one person in your life right now who you would like to persuade to either adopt or change an attitude, belief, or value OR to take an action. Address all of the following questions/statements below in your paper:
Who is this person and what is your persuasive goal with them?
Which of the three appeals (Credibility, Logical, Emotional) do you feel most comfortable using when trying to persuade/influence someone? Explain your answer.
Explain how you can use credibility, logical, and emotional appeals to convince the person to either change an attitude, belief, or value, OR to take an action. Give specific examples of how you would apply the three different types of appeals to accomplish your persuasive goal.
Description of ratings for Content/Applications:

Exceeds Proficiency: Chapter concepts clearly identified. Concepts and skills applied are robust. Examples are detailed and relevant and applied accurately. Demonstrates an exceptional understanding of the concepts/skills in the chapter. All prompts addressed in an exceptional manner with detailed examples and explanations.

Meets Proficiency: Chapter concepts identified adequately. Concepts and skills applied are good. Examples are somewhat detailed and relevant and applied somewhat accurately. Demonstrates a good understanding of the concepts/skills in the chapter. Most prompts addressed adequately and accurately, but more detailed and robust explanations can be given.

Developing Proficiency: Chapter concepts somewhat identified but not always accurate. Concepts and skills applied are basic/simple. Examples lack detail and applications are only moderately relevant and somewhat accurate. Demonstrates an understanding of simpler concepts but lacks a firm grasp of most of concepts/skills in the chapter.
Did not address all prompts adequately and/or accurately.

Minimal Proficiency: Minimal concepts identified and applied. Little to no examples, and examples were not relevant. Did not address all the prompts, and did not address the prompts adequately or accurately.

Well Below Proficiency: No relevant concepts identified. No examples given. Did not address the prompts accurately and/or adequately or at all.

Description of ratings for Organization:

Exceeds Proficiency: Paper written in an exceptional manner. Paper was organized logically. Word count met. Demonstrated exceptional proficiency in word choice and sentence structure. Demonstrated exceptional proficiency in standard mechanics, grammar, and punctuation conventions of academic writing. No major grammatical errors.

Meets Proficiency: Paper was well written overall but could show more sophistication in word choice and sentence structure. No major grammatical errors, however simple grammatical and structural errors present. Paper was organized logically. Word count met. Demonstrated proficiency in standard mechanics, grammar, and punctuation conventions of academic writing.

Developing Proficiency: Paper contained significant grammatical and structural errors. Paper was minimally organized. Did not meet word count. Demonstrated minimal proficiency in standard mechanics, grammar, and punctuation conventions of academic writing.

Minimal Proficiency: Paper poorly written. Paper contained unacceptable grammatical and punctuation errors. Paper lacked organization. Did not meet the word count.
Demonstrated clear lack of proficiency in standard mechanics, grammar, and punctuation conventions of academic writing.

Well Below Proficiency: Paper was disorganized and poorly written. Paper was incomprehensible for the most part and contained unacceptable amounts of grammatical and structural errors. Did not meet word count. Does not demonstrate any proficiency in standard mechanics, grammar, and punctuation conventions of academic writing.

Chapter 16 Persuasion Analysis Paper: Persuasive Appeals – Throughout your presentation, it is essential that you use several persuasive appeals. There are three types of appeals: credibility, logical, and emotional. Presentation of an effective persuasive speech rests on your ability to establish or enhance your credibility as a speaker, as well as on your ability to develop sound logical or emotional appeals. Consider this point: If a speaker is not perceived by the audience to be a credible source, then even a well-constructed appeal will have little impact. Conversely, a well-reasoned argument can increase a speaker’s credibility. The importance of each of these factors is discussed in the following section. ■ Speaker Credibility Appeals A variable that plays a significant role in the persuasion process is the credibility of the speaker: Does the audience perceive the speaker as someone who is qualified to speak on a particular topic? For example, your experience as a swimming instructor would likely make you qualified to speak on the subject of water safety, yet it is unlikely that the same audience would perceive you as someone qualified to speak about the benefits of tax-deferred annuities. To a large degree, perception is a strong determinant in establishing your credibility as a speaker. Some audiences may see you as more qualified than other audiences. For example, an audience of persons who possess little information about a subject may see you as a credible speaker, whereas an audience of people whose background or experience is extensive may see you as less qualified. In addition to audience reaction, several other variables contribute to a speaker’s credibility, including competence, dynamism, trustworthiness, and ethics (see Table 16.3). TABLE 16.3 Speaker Credibility Competence A demonstrated ability, quality, or special knowledge Dynamism Degree of excitement, energy, involvement in topic Trustworthiness and ethics Character and integrity perceived by the audience Competence Competence is a demonstrated ability or quality. In persuasion, competence is often a measure of a speaker’s knowledge concerning a topic. Speakers may possess a special ability that qualifies them as experts. For example: Annie is a sixth-grade teacher and the boys’ basketball coach. She has played basketball since she was five years old and even received a full athletic college scholarship. During Women’s History Month, Annie was asked by a Girl Scout troop to discuss her experience as a student athlete at the high school and college levels and how athletics helped her become a better student. The goal of the presentation is to entice the young girls to play organized sports. Because of Annie’s past experiences and her natural athletic ability, the Girl Scouts found her to be a credible speaker. Classroom speakers, too, can achieve a degree of expertness because of the knowledge gained from personal experience. Luanne is very committed to MADD (Mothers Against Drunk Driving). She became involved in the organization six years ago when her son was killed by a drunk driver. That experience changed her life dramatically, but it gave her a special competence in mobilizing others to support the work of MADD. For her communication class, Luanne naturally wanted to address drunk driving, but more importantly, to persuade her classmates to join her as a volunteer for MADD. When she addressed her class about her experiences as a mother and volunteer, her fellow students listened attentively. One of the best ways to demonstrate your knowledge or competence is to incorporate evidence in your speech. The use of supporting material can add substance to your ideas. For example, reference to a study by a leading cardiologist as reported in the Journal of the American Medical Association would add credibility to your speech’s goal: “To persuade your audience that a high-fat diet can lead to heart disease.”A thorough discussion of supporting materials can be found in Chapter 12. Being able to demonstrate your credibility increases the likelihood that your audience will listen to your presentation and support the position you are promoting. Dynamism Another dimension of credibility is dynamism. Dynamism is the degree of excitement that you bring to your presentation, often accomplished by demonstrating concern for and involvement in your topic. The dynamic speaker communicates that he or she is excited about the presentation, which in turn can elicit excitement on the part of the audience. There are different levels of energy that can be demonstrated during a presentation. It is not necessary to scream and shout to show that you are a dynamic speaker; you can demonstrate involvement by being forceful, energetic, or sensitive—whatever is appropriate for your selected topic. How do you exhibit these qualities? By incorporating facial expressions, gestures, movement, and variety of vocal inflection into your speech. These behaviors were discussed in detail in Chapter 14. Trustworthiness/Ethics Trustworthiness refers to the kind of “character” you communicate to your audience. In other words, are you an ethical person? Ethics, the rules that govern moral behavior, must be considered as you develop your persuasive speech. The integrity you bring to your message affects both the way you interact with your audience and the way the audience assesses your credibility. People want to put their faith in someone of high moral character, someone who they believe is honest and reliable. Political leaders, for example, attempt to use their character or trustworthiness as a way to gain your support. Many times they may even support their “trustworthiness” with examples of past promises kept or by discussing their background. Candidates for office may also have others speak to their character or trustworthiness. For example, during the 2016 Republican National Convention, former Speaker of the House, Paul Ryan, introduced former Governor Mike Pence from Indiana as the Vice Presidential nominee. In his words, “I could not be more proud of our Vice Presidential nominee. I served with this man in the House of Representatives. We became very good friends. I’ve watched this man up close. I’ve seen what he is made of. Let me tell you something about Mike Pence. This is a man of solid character. This is a man who sees public service as a calling, not a career. He has served honorably, with great dignity. You know what? The results? The results are impressive” (July 20, 2016). How do you convey your trustworthiness to an audience? If you are already familiar to an audience, your past behavior may speak for itself. However, how do you establish trust with an audience who has never heard or seen you before? You might try revealing a bit of your background as a way of introducing yourself. Often, mentioning how you are directly involved in your speech topic leads your audience to perceive you as sincere or committed, that is, trustworthy. By the same token, a perception of the audience that you lack ethics or are not trustworthy can greatly diminish your credibility and decrease the believability of your propositions.
TECHNIQUES FOR ENHANCING YOUR CREDIBILITY
While the ability to persuade an audience depends on a speaker’s competence, dynamism, and trustworthiness, you can employ specific techniques to enhance your credibility as a speaker.
■ Establish Common Ground With the Audience
One way to enhance your credibility is to establish common ground with the audience. Tell the audience how you are like them in some way. For example, you might try to share information about yourself that reflects a value system similar to the audience’s. Another way to establish common ground is to include supporting material that your audience can identify with, preferably early in the speech. Consider the following:
Pauline, a dietician, was invited to speak at a gathering of Weight Watchers, a group designed to help individuals to lose weight and eat healthful food. At the beginning of her speech she related a story about herself and made reference to the fact she had once weighed 250 pounds and took the initiative to change her lifestyle by eating healthful food and exercising regularly. After hearing this story, her audience was “with” her. Her effort to motivate the audience to begin an exercise program was successful, in part because of the shared experience she had with the audience.
■ Indicate Your Special Knowledge
Another technique that increases your credibility is to indicate that you have special credentials or knowledge that makes you uniquely qualified to speak on a topic. Without appearing to brag, tell the audience about your background and its special relationship to your topic. For example:
ETHICS in Communication
The Persuasive Speech
In the beginning of the chapter, we learned about Melvin and his attempt to persuade his classmates to join three different clubs on campus to learn more a culture that differs from their own. Melvin has done extensive audience analysis and understands the diversity of his audience. This will greatly improve his chances of persuading his audience because he can tailor his use of appeals to them. Melvin needs to also consider the ethical dimensions of the persuasive speech if he wants to be effective.
Explain why being honest with the audience is essential to Melvin and any persuasive speaker.
Using supporting material is essential. How can Melvin use research in an ethical and effective manner?
Some persuasive speakers are tempted to use name-calling and other argument fallacies. (See the discussion of fallacies later in this chapter.) Why is it important for Melvin to not include these in his persuasive speech?
We know that audiences believe speakers who they perceive as credible How can Melvin establish his credibility?
The Parks and Recreation Department called a special meeting to respond to the community’s outcry over the cancellation of a popular summer music camp for elementary school children. In an effort to justify the cancellation, the Parks and Recreation board members prefaced their remarks to the assembled parents by stating their qualifications as experts in recreation and child development. Dave, a concerned parent, was angered by what he considered to be their inept handling of the issue. He offered his own credentials, a PhD in Music Education, and then spoke about the dire need for affordable musical instruction and experiences for children in the community and the effect the cancellation would have on the children already involved in the program. The effectiveness of his insightful remarks was reinforced by the positive response he received from the audience.
The person who introduces you to an audience can help reinforce your expertise. For example, the emcee at an American Association of Retired Persons luncheon introduced the keynote speaker in the following way:
It is my sincere pleasure to introduce Dr. Clarice Fernandez to you. She is a clinical psychologist with an extensive background in the area of human sexuality. She is the author of two books, one which deals with sex after 60. Please join me in welcoming Dr. Fernandez, who will speak to you on improving intimate relationships in your senior years.
In this example, the introduction served to enhance the credibility of Dr. Fernandez. By highlighting her achievements, the emcee showed how Dr. Fernandez was uniquely qualified to speak on her topic. Clearly, it is essential to establish your credibility by discussing your qualifications to speak on the topics or to have someone else inform the audience of your qualifications.
■ Logical Appeals
The heart of a persuasive speech lies in the argument that the speaker constructs. There are a few ways to approach this argument; choosing the best one depends on such factors as (1) your speech objective, (2) the topic that you have selected, (3) the audience to be addressed, and (4) how successfully you have established your credibility. Your assessment of these factors will help you to determine how you wish to build a logical argument.
A logical argument helps your audience understand your ideas, thereby increasing the likelihood that members will be persuaded by what you say. An argument means giving one or more “good” reasons for your plan or proposal. Two ways to develop logical appeals are through deductive reasoning and inductive reasoning.
Deductive reasoning follows a simple formula: It starts with a general premise, is followed by a minor premise, and ends by drawing a conclusion. In a persuasive speech, deductive reasoning can provide a clear development of your ideas and at the same time can assist the audience in following your thoughts. With deductive reasoning it is imperative that your premise, the proposition that serves as the basis for your argument, warrant the conclusion you are advocating. In the following example, your audience would probably accept the claims you are making because they are based on fact:
General premise: One cause of skin cancer is exposure to the sun’s ultraviolet rays.
Minor premise: Those who sunbathe regularly expose themselves to ultraviolet rays.
Conclusion: As a group, sunbathers are at a higher than normal risk for getting skin cancer.
Before constructing a persuasive speech using the deductive reasoning just provided, you should establish the relationship between your argument and your speech objective. In this case your speech objective might be “to persuade the classroom audience that sunbathing poses a risk to everyone’s health.” Beginning with your general premise, ask yourself whether or not the audience is likely to accept your statement without questioning its truthfulness. If you are in doubt, offer supporting evidence.
As a speaker, you need to realize the importance of building your arguments on a sound foundation. Lack of a sound premise spells disaster for the persuasive speech. Consider the following:
General premise: People over 65 years old do not use smartphones.
Minor premise: Michael is 70 years old.
Conclusion: Michael does not use a smartphone.
The general premise in this example is faulty. According to Anderson and Perrin of the Pew Research Center (2017), 42% of adults ages 65 and up own a smart-phone. Consequently, the incorrect premise means the conclusion is faulty.
Communication and TECHNOLOGY
Persuasion on the Internet: Why Is This Textbook Stalking Me?
Each time you open your Google, Twitter, Facebook, or Yahoo! homepage, a number of advertisements appear. As you glance at them (while checking your latest messages), you notice an ad for a used copy of the textbook required for next semester’s chemistry course. How does Yahoo! know you need to buy that book? You only shopped for it on Amazon.com last night. Is this textbook “stalking” you? How did it get from your Internet search to your homepage?
This phenomenon is called retargeting, according to Helft and Vega (2010). They state, “In remarketing, when a person visits an e-commerce site and looks at say, an Etienne Aigner Athena satchel on eBags.com, a cookie is placed into the person’s browser, linking it to the handbag. When that person, or someone using the same computer, visits another site, the advertising system creates an ad for that very purse.” In other words, as you scoured bookstores on the Internet for the textbook, your preferences—indicated by placing items in electronic shopping carts, visiting websites, and using search engines—were tracked and stored. Marketers and advertisers use this information to tailor web ads for you (Chen, 2018).
Communication scholars know that persuasion is most effective when the message or speaker relate directly to the audience (see the discussion of common ground on page 315). Advertising agencies developed a way to target you with ads of products that you might be interested in purchasing, thus bypassing the traditional method of online advertising, the “spray and pray” (Chen, 2018). Advertisers, then, must find a way to get your attention. Thus, they use the information gathered about you to gain your attention. They make it easy for you to buy the things you think you want! Another type of reasoning you can use when developing a persuasive speech is inductive reasoning, in which one moves from specific instances to generalizations. For example, according to the Federal Bureau of Investigation,
Murder rates declined again in 2018.
Robbery rates declined again in 2018.
Assault rates declined again in 2018.
Speakers who use inductive reasoning need to be sure about the soundness of their ideas before making a generalization. Thus, based on the FBI statistics just cited, we can argue that there are fewer crimes committed and our society is safer than before. By the same token, faulty logic can trip you up if you are not careful, as in the following example:
Susan had mechanical problems with her Chevy after 25,000 miles.
George had his Ford in for repairs at 23,000 miles.
Valerie’s Toyota has not required repairs. It now has 45,000 miles.
Conclusion: Toyotas are superior cars.
In this example, the audience should be suspicious because the generalization is unwarranted. A larger and more representative sample is necessary to convince the careful listener of the validity of the generalization. Supporting material in the form of statistics, research findings, or authoritative opinion can bring an added dimension to the logical appeal and can strengthen your argument, whether you have chosen to use deductive or inductive reasoning. For example, in the speech on crime, the citing of statistics (the number of reported cases of murder and assault for each of the last five years) or research findings would lend strength and credibility to the argument.
■ Fallacies
Fallacies are flawed arguments. The above example about cars clearly shows an overgeneralization, which is one type of argument fallacy. Such flaws as arguments ad hominem, assumptions of cause and effect, non sequiturs, overgeneralizations, and faulty analogies can weaken persuasive speeches.
No doubt you have heard speakers attack the character of another person. This is called the fallacy of argument ad hominem. While campaigning for Rick Saccone in a Pennsylvania district where he had previously defeated Hillary Clinton by a large margin, President Trump abandoned his prepared remarks and instead engaged in personal attacks against several political opponents and journalists.
He called NBC host Chuck Todd—who he’s nicknamed “sleepy eyes”—a “sleeping son of a bitch” and described Democratic Representative, Maxine Waters, as a “very low IQ individual.” In addition, he resorted to using an earlier slur when referring to Senator Elizabeth Warren, calling her “Pocahontas.” In that same speech, Trump called Saccone’s opponent “Lamb the sham” (quoted in Bradner, 2018). This ad hominem argument presented a negative image of several public officials. Instead of constructing well-reasoned arguments about Saccone’s qualifications as a Pennsylvania representative, Trump resorted to name-calling. A second kind of argument fallacy is the faulty cause-and-effect argument. For example, the speaker who blames children’s poor test scores on the teachers’ strike earlier in the school year invites a challenge to his or her argument. There is no proof offered to show that one event caused the other to happen.
In a non sequitur, the minor points are not related to the major points, or the conclusion does not logically follow the points that precede it. Look at this persuasive argument:
We need to reverse the trend of teen gun violence in the United States.
Television programs depict too much violence.
Less violent television programs will help reduce the number of violent crimes annually.
The conclusion drawn by this speaker does not logically follow the earlier points.
Overgeneralizations add a dramatic effect to your speech but are not logical. Be sure that your argument does not draw conclusions from a small sample or from just a few examples. Finally, a faulty analogy can hinder your persuasive efforts. In Chapter 12, analogy was defined as a form of support that compares the similar features in two seemingly different objects or situations. This definition implies that the comparison must be a valid one; when it is not, the analogy is flawed. The perceptive listener will be able to detect a faulty analogy, as in the following:
Stephanie wants to persuade her history professor to use open book and open note exams. She doesn’t think it’s fair that she and her classmates should have to memorize all the facts and concepts learned in their history course. She says, “Doctors are allowed to look up difficult diagnoses in their medical textbooks, lawyers are allowed to look up case histories, so students should be able to look up tough test questions in their texts and notes.”
EMBRACING DIFFERENCE
Emotional Appeals
Derek Vasaco, President of Vasaco Publications, a national publishing firm, was invited to speak at a small Midwestern college known for its liberal political orientation. He was given the opportunity to share his insights on some significant social issues. In his analysis of the audience, he determined that the majority of attendees would likely support a woman’s right to choose. Consequently, he judged that his audience would oppose his pro-life position. While he knew that he could not change the students’ positions, he hoped to cause some of them to reflect on their attitudes. He needed to establish his credibility on the issue and looked to his personal story to help shape his message.
Derek proceeded to tell the audience about his mother Deborah, pregnant at the age of sixteen, and her parents who wanted her to get an abortion. They were concerned about how the community would respond to his mother’s condition. He told the audience how his mother refused to adhere to her parents’ wishes concerning an abortion. Despite the fact that her parents disowned her, Deborah went on to work several jobs, earn a G.E.D., and eventually graduate with a degree in engineering.
Derek’s mother became his role model. He went on to receive a scholarship to attend college and earned a Ph.D. in management. Derek’s personal story enabled him to establish credibility on the subject of abortion. As a result, he was pleased with the respect he received from the audience regarding his presentation.
How did Derek demonstrate an appreciation of difference?
How did Derek establish his credibility in order to enhance his presentation?
How can this scenario increase your confidence as a communicator?
■ Emotional Appeals
Emotional appeals are used to trigger the emotions or feelings of an audience: anger, fear, and pride. For instance, photographs of starving children in Third World countries can effectively stir our emotions. However, emotion should not be a substitute for reasoning; rather, the emotional appeal can serve as a supporter of a well-reasoned argument.
In constructing an emotional appeal, you can attempt to stir a wide variety of feelings. To a great extent your topic will dictate the type of emotional response you want your audience to exhibit. Do you want to anger them so they will be moved to take action? Do you want to appeal to their sense of pride or compassion? Or do you want to trigger their fears? Whatever your decision, there are specific ways to achieve the desired response.
One technique is to use emotionally charged language. This also serves as an indicator of your own involvement in the topic. The following examples help illustrate how language can play a significant role in generating an emotional appeal. This introductory statement is void of emotional language: “Statistics point to an alarming trend in this country. The rise in teenage suicides needs to be stopped.” Now consider the treatment of the same topic using more powerful language:
Your first reaction is to cry when you learn how this deadly disease is sweeping our society. It is like a cancer, spreading at a rapid pace, touching people from all walks of life. This cancer touches individuals from all walks of life. I am speaking about the epidemic of teenage suicides; the thousands of time bombs ticking away in today’s adolescents. In the second example, note how much more of an impact the speaker’s message would have on the audience. The language used by this speaker dramatically builds the case.
Another way to use the emotional appeal is to personalize your speech by telling a story. New York Governor Mario Cuomo shared part of his background in his keynote address at the 1984 Democratic National Convention. His words are intended to stir our national pride:
That struggle to live with dignity is the real story of the shining city. It’s a story I didn’t read in a book, or learn in a classroom. I saw it, and lived it. Like many of you.
I watched a small man with thick calluses on both hands work fifteen and sixteen hours a day. I saw him once literally bleed from the bottoms of his feet, a man who came here uneducated, alone, unable to speak the language, who taught me all I needed to know about faith and hard work by the simple eloquence of his example. I learned about our kind of democracy from my father; I learned about our obligation to each other from him and from my mother. They asked only for a chance to work and to make the world better for their children and to be protected in those moments when they would not be able to protect themselves. This nation and its government did that for them.
And that they were able to build a family and live in dignity and see one of their children go from behind their little grocery store on the other side of the tracks in south Jamaica where he was born, to occupy the highest seat in the greatest state of the greatest nation in the only world we know, is an ineffably beautiful tribute to the democratic process. (Cuomo, 1984, p. 649) The success of Cuomo’s appeal rests on his ability to make the audience feel as much gratitude toward his parents and as much pride in this country as he feels.
Emotional appeals alone will not persuade an audience. Your persuasive effort will be much more successful if you use emotional appeals in conjunction with your well-reasoned argument. SUMMY: Persuasion is the act of convincing an audience to alter or change an attitude, belief, or value, or to take an action. In a persuasive speech your objective is either to modify a belief or ask your audience to act on behalf of an issue or belief. With the speech objective and audience in mind, you begin to consider what would make a suitable topic. We discussed the fact that certain topics lend themselves to persuasive speeches, namely, those that are controversial or current. Choose a topic based on your extensive analysis of self, audience, and situation.
Once you have decided on your topic, your next decision involves choosing an effective organizational design. Four patterns were described in this chapter: problem/solution, topical, comparative advantages, and Monroe’s motivated sequence. With the motivated sequence, the focus is on creating a sense of need and then explaining how that need can be satisfied. Each of the five steps in the motivated sequence was described: (1) arousing attention, (2) showing a need, (3) satisfying a need, (4) visualizing the results, and (5) calling for action.
There are three types of persuasive appeals. These include credibility, logical appeals, and emotional appeals. Credibility is the audience’s perception of the speaker’s competence, dynamism, and trustworthiness or ethics.
Also discussed were techniques for increasing your credibility, such as establishing common ground with the audience and demonstrating to the audience that you have special knowledge regarding your topic. Your efforts in both of these areas will help convince your audience—and yourself—that you are a credible speaker.
It is in the body of the speech that you develop your persuasive argument with the help of either a logical appeal or an emotional appeal. In this chapter we discussed how to develop a logical appeal by using either deductive or inductive reasoning. Deductive reasoning starts with a general premise, is followed by a minor premise, and ends by drawing a conclusion. Conversely, with inductive reasoning you move from specific instances to generalizations. While an argument should always be built on a strong logical base, it is sometimes appropriate to trigger the emotions of an audience. In an emotional appeal you can use emotionally charged language or attempt to personalize your speech in order to achieve the desired response from your audience. As your ability to develop convincing arguments increases, so too will your confidence as a public speaker.

Last Completed Projects