Chapter 15 Speaking to Persuade

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

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

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.

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

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

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

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                                                         

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

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?

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

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

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

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                                                            

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

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?

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

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                                                           

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

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

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