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Chapter 12 Persuasive Speaking Copyright © 2014, 2011, 2008 Pearson Education, Inc. All Rights Reserved.

The Goal of Persuasive Speaking Persuasion is defined as a process involving both verbal and nonverbal messages, that attempt to reinforce or change listeners’ attitudes, beliefs, values, or behaviors. Adoption asks listeners to demonstrate their acceptance of attitudes, beliefs, or values by performing the behavior suggested by the speaker. Discontinuance asks listeners to demonstrate their alteration of an attitude, belief, or value by stopping the behavior. Deterrence asks listeners to demonstrate their acceptance of an attitude, belief, or value by avoiding it. Continuance asks listeners to demonstrate their acceptance of an attitude, belief, or value by continuing to perform the behavior. Copyright © 2014, 2011, 2008 Pearson Education, Inc. All Rights Reserved.

Topics for Persuasive Speeches Current and controversial subjects are especially adaptable for persuasive speaking. Select a topic you are interested in or know something about. Select a subject that is worthwhile and of potential concern to the audience. Select a topic with a goal for influence or action. Select an issue that is current. Copyright © 2014, 2011, 2008 Pearson Education, Inc. All Rights Reserved.

Questions for the Listeners Questions of Fact Asks what is true and what is false. Questions of Value Asks if something is good or bad, desirable or undesirable. Values are relatively long-lasting ideals that guide behaviors. Questions of Policy Goes beyond seeking a judgmental response to seeking a course of action. Photo chapter 12, p.331 © Corbis RF; 346, Kevin Dodge/Alamy Copyright © 2014, 2011, 2008 Pearson Education, Inc. All Rights Reserved.

Persuasive Claims Ethos Logos Pathos Speaker’s character as perceived by the listeners. Logos The substance of the speech or the logical appeals the speaker makes. Pathos The speaker’s evoking of appropriate emotion from the listeners. Copyright © 2014, 2011, 2008 Pearson Education, Inc. All Rights Reserved.

Toulmin’s Model for Everyday Argument What the persuader wants or hopes will be believed, accepted, or done. (Fact, value, or policy) Claim Data Evidence—the supporting materials that should influence the listener. Warrant The relationship between the claim and the data. Copyright © 2014, 2011, 2008 Pearson Education, Inc. All Rights Reserved.

Establishing Credibility (Ethos) Competence Amount of knowledge, degree of involvement, and extent of experience you display. Character Trustworthiness Ethics Charisma Appeal or attractiveness that the audience perceives in the speaker. Copyright © 2014, 2011, 2008 Pearson Education, Inc. All Rights Reserved.

Becoming Effective Consumers of Persuasion As listeners, we have both the right and the responsibility to take in accurate, reliable, and worthwhile information. Listen carefully to the message As these questions: Is the speaker knowledgeable? What are the sources the speaker used? Are the sources reliable? Is the evidence worthwhile? Can I believe the evidence? Where could I get additional information? Does the argument seem logical? Copyright © 2014, 2011, 2008 Pearson Education, Inc. All Rights Reserved.

Preparing and Developing a Persuasive Speech Researching the Topic Organizing the Speech Supporting Materials Persuasive Strategies Copyright © 2014, 2011, 2008 Pearson Education, Inc. All Rights Reserved.

Patterns of Organization Specifically developed for persuasive speaking that combines logic and practical psychology. Five steps area involved: attention, need, satisfaction, visualization, and action. Monroe’s Motivated Sequence Speaker first explains the causes of an event, problem, or issue and Typically a causal pattern contains only two main points: first, the cause, and second, the effect. However, you can have multiple causes for a single effect, or a single cause with multiple effects. then discusses its consequences. Cause-Effect Organizes main points to show the nature or significance of the problem and to provide justification for the solution The simple design includes two main points: problem and solution. The complex design breaks down the problem into multiple points and provides solutions that have been tried and failed, as well as, the new proposed solution. Problem Solution Copyright © 2014, 2011, 2008 Pearson Education, Inc. All Rights Reserved.

Supporting Materials Appeals to Needs Logical Appeals Physical needs Safety needs Self-esteem needs Logical Appeals Use of evidence and proof Deductive reasoning Inductive reasoning Causal reasoning Reasoning by analogy Emotional Appeals Play on feelings Rhetorical Sensitivity Being aware of the audience, the situation, the time limits, and what listeners are willing and want to hear. Copyright © 2014, 2011, 2008 Pearson Education, Inc. All Rights Reserved.

Supporting Material Appeals to needs – Maslow’s Hierarchy of Needs Copyright © Allyn and Bacon 2008

Logical Appeals Deductive reasoning : from general information to a specific conclusion Inductive reasoning: moving from specific information to general conclusions Causal reasoning: sequence of thought that links causes with effects Reasoning by analogy: compares similar things or circumstances in order to draw a conclusion

Supporting Material Emotional appeals Fear, happiness Can sway people to do things that might not be logical Ethics demands that we use emotions with care Speaker should be careful, fair, truthful Copyright © Allyn and Bacon 2008

Fallacies in Argument Development Fallacies of Reason Questionable Cause Ad Hominem Fallacies of Evidence Fact Versus Opinion Red Herring Hasty Generalization Post Hoc Fallacy Either-Or Reasoning Copyright © 2014, 2011, 2008 Pearson Education, Inc. All Rights Reserved.

Evaluating the Persuasive Speech Topic General Requirements Audience Analysis Supporting Materials Organization Delivery Language Choice Copyright © 2014, 2011, 2008 Pearson Education, Inc. All Rights Reserved.