1. Chapter 15
Speaking to Persuade

2. Introduction What have you done this morning?
Did you persuade? How?
Persuasive Speech: A speech designed to change or reinforce the audience’s beliefs or actions
Persuasion, as a form of communication, has been studied for the past 2,000 years
Famous examples?
Cuban missile crisis: Adlai Stevenson
Colin Powell?
Civil Rights: Martin Luther King
I have taken three classes in it—I teach one; there are still things I am learning about it

3. Introduction (cont’d)
When you speak to persuade, you act as an advocate. Potential Goals?
Defend an idea
Refute an opponent – politics
Sell a program/product – orange clean
Inspire to action (although this will be next time)
You will learn a systematic process in this class
The major type of persuasive speeches we will deal with include:
Fact
Value
Policy

4. But first… The Psychology of Persuasion
Persuasion always occurs in a situation where two or more points of view exist
These perspectives may be polar or just differ by degrees
The difference of opinion produces the need for persuasion
Group projects? My next EGRATS study.

5. The challenge of Persuasive Speaking
Persuasion is the most complex and challenging form of public speaking.
This is why you didn’t start with the persuasive speech
Topics can often be controversial
People resist messages that challenge their attitudes, values and beliefs
Resistance can make your job more difficult
Some audiences will never agree with you, regardless of your level of confidence, preparation and evidence
Be realistic in your expectations
Do not expect to convince people to forgo their previously held perspective
Set your goal to make a few people reconsider their position
Remember that magnitude, not only valence, can be persuasion

6. The challenge of Persuasive Speaking (cont’d)
Audience feedback and prior analysis are KEY
You must know where your audience stands prior to your speech
You must pay attention to feedback during your speech so you can adapt
EYE CONTACT IS ABSOLUTELY NECESSARY
You should have many examples in storage, in case the audience isn’t buying an argument
Above all, realize: Persuasion is all about Strategy

7. How Listeners process persuasive Messages
Persuasion is something speakers do with an audience
The audience won’t be actively participating in the discussion
The audience will be actively participating by influencing your need to clarify points

8. How Listeners process persuasive Messages (cont’d)
Mental dialogue with the audience
The mental give-and-take between speaker and listener during a persuasive speech
Audience assesses:
Credibility, delivery, supporting materials, language, reasoning, and emotional appeals
Mental dialogue is most “vigorous” when the topic is very relevant to the audience members
You must anticipate audience concerns
Put yourself in their perspective
Sometimes the best strategy is to let them counter-argue for a couple of seconds, then knowingly address that point                                                         

9. The Target Audience
The portion of the whole audience that the speaker most wants to persuade
Concentrating on a target audience does not mean that you ignore or insult the rest
Consider advertising
Some examples of ad campaigns—who do they relate to; who is the target audience?
Beer – meta analysis and teens
Advertising firms use the same strategies we presented in chapter 5
Survey – this is almost a requirement
Questionnaires
Interviews

10. Persuasive Speeches on Questions of Fact
What are questions of Fact?
Questions about the truth or falsity of an assertion
Some have definite answers (Bo-ring)
Who are the two teams in the world series? How many seconds are there in an hour?
Typically these answers can be found in reference material
Some are more indefinite
Predictions of future trends?
The Year 2000
Global catastrophe
Y2K computer bug
Terrorism
Inconclusive evidence (for ideas, watch Conspiracy Theory)
Who Shot JFK?
Can spy satellites really follow my car?
Is OJ innocent?
Do UFOs exist?

11. Persuasive Speeches on Questions of Fact (cont’d)
Questions of Fact only become persuasive in nature when the audience entertains serious doubts with respect to the answer

12. Analyzing Questions of Fact
Persuasive speeches on questions of fact can resemble informative speeches
However, informative speeches are non-partisan; persuasive speeches you should be taking a stand (partisan)
Your goal is to present the facts as persuasively as possible
Draw a conclusion, that is supported by your facts
Consider the need for courtroom trials: you are the lawyer in your closing argument
Organizing Speeches on Questions of Fact
Persuasive speeches on Questions of Fact are typically organized topically

13. Persuasive Speeches on Questions of Value
What are questions of Value?
Questions about the worth, rightness, morality, and so forth of an idea or action
Second Grade: “Whose dad is the best dad ever?”
Is the cloning of human beings morally justifiable?
What are the ethical responsibilities of journalists, teachers or public officials?
“Heroin Town”
Analyzing Questions of Value

14. Persuasive Speeches on Questions of Value (cont’d)
Questions of Value are not simply matters of personal opinion
I enjoy bicycle riding (uh… good for you…) vs.
Bicycle riding is the ideal form of land transportation
Similarly, the justification for your claim
Can NOT be: because I like it (I don’t care.)
Should be: evidence
First define “ideal form of land transportation”
Next relate the bicycle to each of the previous assertions
The evidence you provide becomes your standard by which you measure the claim against                                                            

15. Persuasive Speeches on Questions of Value (cont’d)
Organizing Speeches on Questions of Value
Persuasive speeches on questions of value are almost always organized topically

16. Persuasive Speeches on Questions of Policy
What are questions of Policy? (The best)
Questions about whether a specific course of action should or should not be taken
Should we institute online voting as legal for all elections?
Should commercial airline pilots be allowed to carry a gun?
Should UConn allow students, who already are paying tuition and fees, to park for free?

17. Persuasive Speeches on Questions of Policy (cont’d)
Types of Speeches on Questions of Policy
Two potential goals: Gain passive agreement or gain immediate action
Gain Passive Agreement (Persuasive Speech)
Often a consideration of passive vs. active voice
A persuasive speech in which the speaker’s goal is to convince the audience that a given policy is desirable without encouraging the audience to take action in support of the policy
Ex: To persuade my audience that affirmative-action programs should not be eliminated

18. Persuasive Speeches on Questions of Policy (cont’d)
Types of Speeches on Questions of Policy (cont’d)
Gain Immediate Action (Motivational Speech)
A persuasive speech in which the speaker’s goal is to convince the audience to take action in support of a given policy
Active vs. Passive voice
To persuade my audience to vote in favor of retaining affirmative action policies
Action reinforces belief
Research shows that people tend to forget messages after a few days
Long term change is difficult, but made easier through action                                                           

19. Persuasive Speeches on Questions of Policy (cont’d)
Analyzing Questions of Policy
Three basic issues to face in persuasion: Need, Plan, and Practicality
Need
The first basic issue in analyzing a question of policy
Is there a serious problem or need that requires a change from current policy?
If it ain’t broke
Burden of Proof
The obligation facing a persuasive speaker to prove that a change from current policy is necessary

20. Persuasive Speeches on Questions of Policy (cont’d)
Analyzing Questions of Policy (cont’d)
Plan
The second basic issue in analyzing a question of policy
If there is a problem with current policy, does the speaker have a plan to solve the problem?
Note: In class, you won’t have time to give a detailed discussion, just briefly cover its main features
Practicality
The third basic issue in analyzing a question of policy
Will the speaker’s plan solve the problem?
Will it create new and more serious problems?
You must be able to demonstrate that your solution will yield a better result than the current one

21. Organizing Speeches on Questions of Policy
Problem – Solution Order
Recall: The first main point deals with the existence of a problem
Recall: The second point presents a solution
Problem – Cause – Solution Variant
First: Problem
Second: Causes of the Problem
Third: Proposed solution
Comparative Advantages Order
Each main point explains why a speaker’s solution to a problem is preferable to other proposed solutions