1. Persuasive Speaking Chapter 14
Adler and Rodman’s definition:
“Persuasion: the process of motivating someone, through communication, to change a particular belief, attitude, or behavior.” p. 418
Examples…beliefs, attitudes, behavior...

2. Ethical Persuasion Through speech
ethical persuasion is not coercion or deceitful.
“It is communication in the best interest of the audience that does not depend on false or misleading information” - p. 421
It is done because we, the speaker, hope some good will come of it.
When is persuasion not ethical?

3. Typically, there are two desired outcomes of a persuasive speech
1. Convince; change the way an audience members think, or reinforce what they may already believe
2. Actuate; move audience members to a specific behavior.
a. Adoption
b. discontinuance

4. In order to move our audience, we must examine where they are at, and begin from there.

5. Persuasion is usually Incremental
Continuum of Cogency
Cogency is believability.
~examine your audience to find where they stand on an issue
~ move them from that point
People are often offended if we ask them to leap too far.

6. Continuum of Cogency Absolute truth, certainty, probability,
plausible,
possible,
ounce of truth
Discussion- Is there absolute Truth?

7. Ask the question…
What will it take to convince my audience to adopt my opinion? Change their behavior?
What do I have to prove for them to believe what I say is true?
Answering these questions builds the strength of your argument
Queen of England

8. How is the Continuum of Cogency like Social Judgment Theory?
~both are incremental
Strongly agree= anchor
Agree= latitude of acceptance
Don’t care= latitude of noncommitment
Strongly disagree= latitude of rejection

9. Tips: ~set realistic, modest goals.
~Don’t feel bad if not everyone in the audience walks away believing as you do- it is a gradual process.
~ “Social Judgment Theory suggests that the best chance of changing the audience attitudes would come by presenting an argument based on a position that fell somewhere within the listener’s latitude of non-commitment- even if it isn’t the position that you ultimately wanted them to accept” (p. 420).

10. But don’t be afraid to assert your opinion.
We all have values and make judgments that we believe are right and better than others.
It is ok to tell people what to believe, if you offer good, honest reasons.

11. Artistic Appeals; building your persuasive power
From Aristotle
1. Ethos- ethical appeal; Character
- it makes a difference who is making the appeal
2. Pathos- emotional appeal
-it makes a difference what the audience feels like about the appeal
3. Logos- logical, reasoning appeal
-It makes a difference what they think

12. Artistic Appeals
“The last function of reason is to recognize that there are an infinity of things that surpass it.” -Pascal

13. Ethos asks how the audience feels about the speaker
1. What do they think of your character?
Do they see you as trustworthy and credible?
2. Do you demonstrate competence?
Do you seem smart and knowledgeable?
3. Do you have goodwill?
(some times called Charisma or Dynamism- enthusiasm)
Do you have the audience’s best interest at heart?

14. Pathos; how do you use emotion to persuade?
We are emotional beings, and we persuade through using emotion.
What emotions do you want the audience to feel?
What emotions will you convey as a speaker?
~Use Emotion Appropriately~

15. Logos; logical argument
Give your audience good reasons to believe you.
Walk them through the reasoning process.
Don’t underestimate the power of a conversion story.- How did you come to hold the opinion your self?

16. Strengthening your argument.
Present both sides of any argument, and why your side is better.
this makes you seem more knowledgeable and honest
It shows that your argument can withstand pressure
You never know your own side of a debate, until you truly understand the opposition.

17. Review of Structure Set a clear purpose Describe the problem
-what is the nature of the problem?
- how does it affect your audience?
Describe the solution
Describe the desired audience response
-how easy is it to do?
-what are the rewards?

18. Monroe’s Motivated Sequence
~variation on the problem-solution pattern (page 356)
Attention Step: draws attention to the subject
Need Step: establishes the problem
Satisfaction Step: proposes a solution
Visualization Step: describes the results of the solution (Utopia)
Action Step: direct appeal for the audience to do something