Chapter 16 The Persuasive Speech Communication Embracing Difference Fourth Edition Dunn and Goodnight Chapter 16 The Persuasive Speech This multimedia product and its contents are protected under copyright law. The following are prohibited by law: any public performance or display, including transmission of any image over a network; preparation of any derivative work, including the extraction, in whole or in part, of any images; any rental, lease, or lending of the program. PowerPoint edited by Kristin Harkin Jurczak, Purdue University Calumet Copyright © 2014, 2011, 2008 Pearson Education, Inc. All Rights Reserved.

Persuasion The act of convincing an audience, through verbal or nonverbal communication, to adopt or change an attitude or belief, or to take an action. Copyright © 2014, 2011, 2008 Pearson Education, Inc. All Rights Reserved.

Developing a Persuasive Objective Define your goal What do you want the audience to do after listening to your speech? Copyright © 2014, 2011, 2008 Pearson Education, Inc. All Rights Reserved.

Topics for a Persuasive Speech Current Events Controversial Subjects Subject matter that can: Motivate the audience Attempt to change attitudes, values, or beliefs Copyright © 2014, 2011, 2008 Pearson Education, Inc. All Rights Reserved.

Organizing Your Persuasive Speech… Problem/Solution First describe a problem that exists and then offer solutions to the problem Many times the solution you offer is the proposal you want the audience to believe or act Copyright © 2014, 2011, 2008 Pearson Education, Inc. All Rights Reserved.

Organizing Your Persuasive Speech… Topical Sequence Provide good reasons for the belief or action you want the audience to take Put your strongest idea first or last Copyright © 2014, 2011, 2008 Pearson Education, Inc. All Rights Reserved.

Organizing Your Persuasive Speech… Comparative Advantage When your audience already understands the problem, but is looking for the best solution Compare solutions and show how your plan is superior Copyright © 2014, 2011, 2008 Pearson Education, Inc. All Rights Reserved.

Organizing Your Persuasive Speech… Motivated Sequence Arouse attention Show a need Satisfy a need Visualize results Call for action Copyright © 2014, 2011, 2008 Pearson Education, Inc. All Rights Reserved.

Developing Persuasive Appeals Speaker Credibility Appeals A significant role in the persuasion process Perception is a strong determinant in establishing credibility What is your experience with this topic? Why are you the expert? Copyright © 2014, 2011, 2008 Pearson Education, Inc. All Rights Reserved.

Developing Persuasive Appeals Competence Demonstrated ability or quality, a measure of the speaker’s knowledge concerning a topic Use supporting material Oral citations Copyright © 2014, 2011, 2008 Pearson Education, Inc. All Rights Reserved.

Developing Persuasive Appeals Dynamism A degree of excitement Show your excitement for the topic and speech Facial expressions, gestures, movement, and vocal inflection should match your topic Copyright © 2014, 2011, 2008 Pearson Education, Inc. All Rights Reserved.

Developing Persuasive Appeals Trustworthiness The “character” you communicate to your audience Ethics The rules that govern your moral behavior Your audience will believe someone who they feel is trustworthy and reliable Copyright © 2014, 2011, 2008 Pearson Education, Inc. All Rights Reserved.

Enhancing Credibility Establish common ground with audience Tell the audience you are like them in some way Share information about yourself Copyright © 2014, 2011, 2008 Pearson Education, Inc. All Rights Reserved.

Enhancing Credibility Indicate special knowledge Why you are uniquely qualified to talk about this topic Special background or experience Research efforts for speech Copyright © 2014, 2011, 2008 Pearson Education, Inc. All Rights Reserved.

Enhancing Credibility Logical appeals Logical argument Deductive reasoning Inductive reasoning Copyright © 2014, 2011, 2008 Pearson Education, Inc. All Rights Reserved.

Fallacies Ad Hominem Faulty Cause/Effect Argument Non Sequitur Overgeneralizations Faulty Analogy Copyright © 2014, 2011, 2008 Pearson Education, Inc. All Rights Reserved.

Enhancing Credibility Emotional appeals Trigger emotions or feelings of an audience Should support a well-reasoned argument Photographs, emotionally-charged language Copyright © 2014, 2011, 2008 Pearson Education, Inc. All Rights Reserved.

Improving Persuasive Speaking Choose a topic based on your analysis of self, audience, and situation Arrange ideas using organizational patterns Include logical and emotional appeals Avoid argument fallacies Establish credibility through verbal and nonverbal behavior Copyright © 2014, 2011, 2008 Pearson Education, Inc. All Rights Reserved.