1. Adapted from: http://www.public.iastate.edu/~aslagell/spcm212/lect_persuasion.html

2. Two Points on a Continuum Informative ---------------------- Persuasive and Various Points on a Persuasive Continuum Highly OpposedNeutral In favor Highly Opposed in favor

3. How we process persuasive messages: Elaboration Likelihood Model (ELM) People process information in one of two ways: the central route—listening carefully, thinking about what is said The peripheral route—relying on simple cues such as speaker credibility or a gut feeling The route we use depends on how important we perceive the issue is for us; how involved with the issue we are

4. Using the ELM—What it means for a speaker Develop your topic to increase the likelihood that your audience members feel personally involved with the topic. Develop sound reasons so audience members who use the central, critical thinking approach will find your arguments convincing. For members who are less involved, you will want to appeal to their emotions and include information that enables them to see you as credible.

5. Points of Contrast between Informative and Persuasive Speeches Persuasive speaking urges us to choose from among options: informative speaking reveals and clarifies options. Persuasive speaking asks the audience for more commitment than does informative speaking. The ethical obligations for persuasive speakers are even greater than for informative speakers. The persuasive speaker is a leader; the informative speaker is a teacher. Persuasive speaking more often involves emotional appeals that are out of place in speeches to inform.

6. Types of Persuasive Goals Proposition of fact: a statement designed to convince your audience that something did or did not exist or occur in the past, is or is not true in the present, or wil or will not occur in the future. Proposition of value: a statement designed to convince your audience that something is good, bad, desirable, undesirable, fair, unfair, etc. Proposition of policy: a statement designed to convince your audience that a specific course of action should be taken.

7. Proposition of Policy Will implore listeners using phrases such as “do it/don’t do it,” “should/shouldn’t,” and “must/must not.”

8. Two Types of Persuasive Speeches of Policy The first aims for passive agreement. The second aims for personal action.

9. Specific Purpose Statements to Gain Immediate Action To persuade my audience to participate in intramural athletics. To persuade my audience to volunteer as literacy tutors. To persuade my audience to vote in the next presidential election. To persuade my audience to give blood through the Red Cross. To persuade my audience to sign a petition for longer library hours.