Chapter 17 Speeches to Persuade

What is Persuasive Speaking? Asking an audience to “buy” something Asking an audience to “buy” something Products Products Beliefs Beliefs Attitudes Attitudes Ideas Ideas

Persuasive Speaking Induce audience to believe as you do Induce audience to believe as you do Influence audience to take action Influence audience to take action Examples: Examples: Going to a concert Going to a concert More time for a project More time for a project Drinking and driving is uncool Drinking and driving is uncool

Analyzing Your Audience The audience is never the enemy The audience is never the enemy Your main purpose - get as many supporters as possible Your main purpose - get as many supporters as possible

Four Types of Audiences Supportive: Friendly Supportive: Friendly an audience that likes the speaker and what the speaker has to say. They are willing to support and promote the speaker’s ideas. an audience that likes the speaker and what the speaker has to say. They are willing to support and promote the speaker’s ideas.

Four Types of Audiences Uncommitted: Neutral Uncommitted: Neutral An audience that is neutral about the speaker’s topic. An audience that is neutral about the speaker’s topic.

Four Types of Audiences Indifferent: Apathetic An audience that is apathetic or disinterested in the speaker and his topic. They do not find the topic relevant.

Four Types of Audiences Opposed: Hostile An audience that is hostile to the speaker and the speaker’s topic. An audience that is hostile to the speaker and the speaker’s topic.

More Definitions Compromise- a negotiation strategy in which each individual gives up something to meet in the middle. Compromise- a negotiation strategy in which each individual gives up something to meet in the middle. Disclaimer- a speaker’s attempt to explain what is not to be inferred by the speech, or an acknowledgment of incomplete expertise on the subject. Disclaimer- a speaker’s attempt to explain what is not to be inferred by the speech, or an acknowledgment of incomplete expertise on the subject.

More Defintions Ethos- your listeners will buy what you are selling them because they trust in you and your credibility. Ethos- your listeners will buy what you are selling them because they trust in you and your credibility. Goodwill- a genuine interest or concern. Goodwill- a genuine interest or concern.

More Definitions Reputation- the way that a person is known to others Reputation- the way that a person is known to others Sincerity- the quality of being honesty and genuine Sincerity- the quality of being honesty and genuine Competency- an ability to get something done. Competency- an ability to get something done.

More Definitions Credentials- qualifications Credentials- qualifications Composure- a calm, controlled manner Composure- a calm, controlled manner

Three Appeals Logical: Logical: Appeal to intellect with reasoning and evidence Appeal to intellect with reasoning and evidence Provide proof: Specific evidence or facts Provide proof: Specific evidence or facts Example: I have a perfect driving record. Example: I have a perfect driving record.

Three Appeals  Emotional:  Appeal to feelings by aiming for the heart  Often stronger than logic  Example: You’ve been so busy with work that I’d love to help you run errands.

Three Appeals  Personal:  Appeal to audience’s trust with believability  Honesty, integrity, sincerity, competency, composure  Example: Have I ever let you down when it counts?

United Approach Using two or three of Aristotle’s appeals to persuade an audience Using two or three of Aristotle’s appeals to persuade an audience Some people require different approaches Some people require different approaches Convince and motivate others! Convince and motivate others!

Name these appeals regarding driving the new family car: “I have checked it out, and the insurance would not go up much.” “I have checked it out, and the insurance would not go up much.” Logical Logical “I promise to always tell you the truth about where I am going.” “I promise to always tell you the truth about where I am going.” Personal Personal “When you were a kid, didn’t you want to be given some responsibility, too?” “When you were a kid, didn’t you want to be given some responsibility, too?” Emotional Emotional

“I would feel so proud for others to see me in the new car!” Emotional “The new car would be less likely to have engine problems.” Logical “I will give you my word that I will be a responsible driver.” Personal

Name these slogans and their appeals "You're in good hands with Allstate." "You're in good hands with Allstate." ALLSTATE INSURANCE ALLSTATE INSURANCE Personal Personal “The quicker picker-upper.” “The quicker picker-upper.” BOUNTY BOUNTY Logical Logical "M'm M'm Good." "M'm M'm Good." CAMPBELL'S CONDENSED SOUPS CAMPBELL'S CONDENSED SOUPS Emotional Emotional

"The milk chocolate melts in your mouth - not in your hand." M&Ms CANDY Logical "You deserve a break today." MCDONALD'S Emotional "Breakfast of Champions." WHEATIES CEREAL Personal