Persuasive Speaking Structures and Appeals

Problem-Solution Pattern Introduction Definition of the Problem Proposed Solution Conclusion

Problem-Solution Pattern Introduction Audience attention Topic justification Speaker credibility Preview main points

Problem-Solution Pattern Definition of the Problem State it Define and illustrate it Reinforce it with evidence Demonstrate relevance to audience

Problem-Solution Pattern Proposed Solution Offer good details (who, what , when, where, why, how) demonstrating workability Offer support for solvency Consider objections and refutation

Problem-Solution Pattern Conclusion Review main points Present a strong, clear call to action Give me the money!!!

Monroe’s Motivated Sequence Attention Step Need Step Satisfaction Step Visualization Step Action Step

Monroe’s Motivated Sequence Attention Step Audience attention Topic justification Speaker credibility Preview main points

Monroe’s Motivated Sequence Need Step State it Define and illustrate it Reinforce it with evidence Demonstrate relevance to audience

Monroe’s Motivated Sequence Satisfaction Step Offer good details (who, what , when, where, why, how) demonstrating workability Offer support for solvency Consider objections and refutation

Monroe’s Motivated Sequence Visualization Step Paint a visual picture of the future you are proposing May also include the future if the proposal is NOT accepted

Monroe’s Motivated Sequence Conclusion Review main points Present a strong, clear call to action Give me the money!!!

N-A-R Pattern Introduction Narrative Arguments Refutation Conclusion

N-A-R Pattern Introduction Gain audience attention Speaker credibility Typically no preview of main points or topic justification

N-A-R Pattern Narrative A fully developed story designed to suggest a particular perspective on “reality” Should be real as opposed to hypothetical for overall impact and to allow for good realism and extensive detail

N-A-R Pattern Arguments Offer 2 to 4 arguments Include of logos, ethos, and pathos for support Clearly articulate each as a single main point

N-A-R Pattern Refutation Identify and attack or deny plausible arguments against your proposal No more than 2 or 3 refutative arguments

N-A-R Pattern Give me the money!!! Conclusion Review main points Present a strong, clear call to action Give me the money!!!

Balance Structure Introduction Body Conclusion

Balance Structure Introduction Audience attention Topic justification Speaker credibility Typically no preview main points (enhances sense of anticipation and surprise)

Balance Structure Body A series of alternatives (3 or 4), saving the proposed alternative for the last point Each alternative serves as one main point in the speech body

Balance Structure Body present positives and then negatives For undesirable alternatives: present positives and then negatives demonstrate that the negatives outweigh the positives

Balance Structure Body present positives and then negatives For the proposed solution: present positives and then negatives argue that positives outweigh negatives offer a few more "extra" positives to clinch the proposal

Balance Structure Give me the money!!! Conclusion Review main points Present a strong, clear call to action Give me the money!!!

Types of Persuasive Appeals Logos: REASON: Use of logical appeals (Support your general claims with concrete, specific data. Reason which begins with specifics and moves toward a generalization is inductive. Reason which starts with a general observation and moves to specifics is deductive.) Ethos: Use of speaker credibility appeals (Convince your readers that you are fair, honest, and well informed, so they will then trust your values and intentions.) Pathos: Use of emotional appeals (A carefully reasoned argument will be strengthened by an emotional appeal catered to the audience.)

Logos Deduction Reasoning that moves from general principles to specific application of those principles

Types of Deduction Causal Argument: Reasoning that connects two elements or events and claims that one (effect) is produced by the other (cause). Argument from Sign: Reasoning that, because two things often are related, when we see one, the other is expected to occur also. Syllogism: A blueprint for deductive reasoning.

Elements of a Syllogism Major premise: An accepted truth statement regarding a general category Minor premise: Identifies a specific instance within that general category Conclusion: Logically drawn from the major and minor premises

Not All Syllogisms Are the Same If students commit themselves to learning as much as they can in COMM 201, they will come away with applicable business and professional skills. All students who take COMM 201 will have an advantage in the business and professional world. Hypothetical Syllogism Disjunctive Syllogism Either students learn good presentational skills in college, or they will need to learn in the business and professional world through painful trial and error. Categorical Syllogism

Not All Syllogisms Are the Same If students commit themselves to learning as much as they can in COMM 201, they will come away with applicable business and professional skills. All students who take COMM 201 will have an advantage in the business and professional world. Hypothetical Syllogism Disjunctive Syllogism Either students learn good presentational skills in college, or they will need to learn in the business and professional world through painful trial and error. Categorical Syllogism

Not All Syllogisms Are the Same If students commit themselves to learning as much as they can in COMM 201, they will come away with applicable business and professional skills. All students who take COMM 201 will have an advantage in the business and professional world. Hypothetical Syllogism Disjunctive Syllogism Either students learn good presentational skills in college, or they will need to learn in the business and professional world through painful trial and error. Categorical Syllogism

Not All Syllogisms Are the Same If students commit themselves to learning as much as they can in COMM 201, they will come away with applicable business and professional skills. All students who take COMM 201 will have an advantage in the business and professional world. Hypothetical Syllogism Disjunctive Syllogism Either students learn good presentational skills in college, or they will need to learn in the business and professional world through painful trial and error. Categorical Syllogism

Enthymeme: The “Practical” Syllogism A syllogism in which one or more of the elements is unstated but implied. The audience must fill in and complete the enthymeme. This "participation" is part of the enthymeme's persuasive power.

Logos Induction Reasoning that moves from particular observations to the formulation of general principles or conclusions

Types of Induction Analogies Comparisons that link two objects or concepts and assert that what is true of one will be true of another

Types of Induction Examples Particular cases, real or hypothetical, brief or extended, that illustrate a specific event

Types of Induction Statistics Numerical summaries of large quantities regarding specific incidents used for making generalizations and predictive inferences

Types of Induction Testimony Paraphrase or quotation from a credible source on a topic Expert Prestige Lay

Ethos: Credibility Appeals Based on audience perception of... Competence Trustworthiness Dynamism Use ethos in support of, never in place of, logical appeals.

Pathos: Emotional Appeals Some strategies... Identify and tap into audience's values Use vivid, emotive language Use detailed, real stories Allow your emotion to be revealed in the delivery (emotional contagion) Use pathos in support of, never in place of, logical appeals.

Refutation: Arguing from Anticipation Why do this? Isn't it just hurting your own case? Some options for refutation… Denial Minimization Exposing inconsistent statements of opposition Turning the tables