1. Bethami A. Dobkin Roger C. Pace Communication in a Changing World, 2006 Edition McGraw-Hill © 2006 The McGraw-Hill Companies, Inc. All rights reserved. C H A P T E R 15-1 15 Speaking to Persuade

2. McGraw-Hill © 2006 The McGraw-Hill Companies, Inc. All rights reserved. 15-2 Speaking to Persuade The Informative-Persuasive Continuum Types of Persuasive Speeches Building Persuasive Arguments Putting It All Together Communicating Responsibly: Recognizing and Practicing Ethical PersuasionCommunicating Responsibly: Recognizing and Practicing Ethical Persuasion

3. McGraw-Hill © 2006 The McGraw-Hill Companies, Inc. All rights reserved. 15-3 The Informative-Persuasive Continuum Speaking to Inform Involves an Element of Persuading –Each of the informative speech types can overlap with the persuasive speaking Speaking to Persuade Involves an Element of Informing –During a persuasive speech, speakers are likely to give the audience new information, convey ideas, and perhaps tell a story

4. McGraw-Hill © 2006 The McGraw-Hill Companies, Inc. All rights reserved. 15-4 The Informative-Persuasive Continuum Figure 15-1. The Informative-Persuasive Continuum The more change a speaker asks from an audience, the more challenging the presentation.

5. McGraw-Hill © 2006 The McGraw-Hill Companies, Inc. All rights reserved. 15-5 The Informative-Persuasive Continuum Effective Persuasive Speakers Know Their Audiences –Added challenge of how audience members are likely to judge the beliefs they are being asked to accept Social judgment theory—evaluation of persuasive messages based on the beliefs we already hold Anchors—attitudes or beliefs that act as a personal standard for judging other messages Latitude of acceptance—the range of positions a listener is likely to accept or tolerate

6. McGraw-Hill © 2006 The McGraw-Hill Companies, Inc. All rights reserved. 15-6 The Informative-Persuasive Continuum Effective Persuasive Speakers Know Their Audiences (continued) Latitude of noncommittment—the range of positions a listener neither accepts or rejects Latitude of rejection—the range of positions a listener is likely to reject or consider intolerable

7. McGraw-Hill © 2006 The McGraw-Hill Companies, Inc. All rights reserved. 15-7 The Informative-Persuasive Continuum Figure 15-2. Dimensions of Audience Attitudes Latitudes of acceptance, noncommittment, and rejection vary based on personal investment in a belief.

8. McGraw-Hill © 2006 The McGraw-Hill Companies, Inc. All rights reserved. 15-8 Types of Persuasive Speeches Speeches that Reinforce –A speech that reinforces tries to strengthen existing attitudes, beliefs, or values by bolstering attitudes and convictions that the audience already posses

9. McGraw-Hill © 2006 The McGraw-Hill Companies, Inc. All rights reserved. 15-9 Types of Persuasive Speeches Speeches that convince –A speech that convinces urges listeners to accept contentious facts, evaluate beliefs, or support actions Claims of fact—statements about the truth or falsity of some assertion or claim Claims of value—statements that ask listeners to form a judgment or evaluation Claims of policy—statements that ask listeners to consider a specific course of action

10. McGraw-Hill © 2006 The McGraw-Hill Companies, Inc. All rights reserved. 15-10 Types of Persuasive Speeches “The main dangers in this life are the people who want to change everything... Or nothing.” —Lady Nancy Astor, first woman member of the British parliament

11. McGraw-Hill © 2006 The McGraw-Hill Companies, Inc. All rights reserved. 15-11 Types of Persuasive Speeches Speeches that Call for Action –A speech that calls for action builds on the support a speaker has earned and moves the audience to a specific behavior

12. McGraw-Hill © 2006 The McGraw-Hill Companies, Inc. All rights reserved. 15-12 Building Persuasive Arguments One of the first decisions to make in planning your persuasive speech is which type of claim—fact, value, or policy—will become the thesis for your presentation –Create Your Propostional Statement –Define Your Claim, Reasons, and Evidence See Persuasive Presentation Sentence Outline Example

13. McGraw-Hill © 2006 The McGraw-Hill Companies, Inc. All rights reserved. 15-13 Building Persuasive Arguments Persuasion Based on Credibility –Ethos refers to the ethics or credibility of the speaker

14. McGraw-Hill © 2006 The McGraw-Hill Companies, Inc. All rights reserved. 15-14 Building Persuasive Arguments Persuasion Based on Logic –The claims a speaker makes are only as solid as the evidence and reasoning that support them Logos refers to arguments based on logic or reason

15. McGraw-Hill © 2006 The McGraw-Hill Companies, Inc. All rights reserved. 15-15 Building Persuasive Arguments Persuasion Based on Emotional Appeals –The word pathos refers to arguments based on emotional appeals or appeals to values Basic Needs and Desires Security Belonging Love and Esteem Self-Actualization –When paired with logical appeals, pathos can be powerful, particularly with audiences who are skeptical or hostile

16. McGraw-Hill © 2006 The McGraw-Hill Companies, Inc. All rights reserved. 15-16 Summary Persuasive speeches share much with informative ones There are three types of persuasive speaking: speeches that reinforce, convince, or call for action Claims of fact, value, and policy each reflect a different goal of the speaker and desired response from listeners Arguments consist of claims, evidence, and reasoning