2. Persuasive Speeches To persuade is to advocate, to ask others to accept your views. A Pocket Guide to Public Speaking

3. Focus on Motivation 1.Scholars agree that listeners are persuaded by a speaker for one or more of these four reasons:  They perceive the speaker as having high credibility  Are won over by a speaker’s evidence  Are convinced by the speaker’s evidence  Their emotions are touched by the speaker’s ideas or language

4. Evidence Examples Statistics Testimony …used to prove or disprove something A speaker must support their views with evidence.

5. Four tips  Use Specific Evidence  Use specific rather than general terms  Helps to demonstrate speakers grasp of the topic –Use Novel Evidence Will be more persuasive if it is new to the audience Presenting new facts and figures requires resourceful research –Credible Sources Need to be competent Listeners are skeptical of evidence from sources that appear biased or self- interested –Make Evidence Clear Speakers cannot count on listeners to draw, n their own, the conclusion a speaker wants them to reach Need to be sure to state the point they are trying to make with their evidence.

6. Reasoning in Persuasion Reasoning is Drawing a Conclusion Based on Evidence Two Major Concerns –Sound Reasoning –Get Listeners to Agree

7. Four types of reasoning 1.Specific Instances They progress from a number of particular facts to a general conclusion –Three guidelines when reasoning from specific »Beware of hasty generalizations based on insufficient evidence »Be careful with wording as not to overstate the facts »Reinforce your argument with statistics or testimony

8. Four types continues –Reasoning from Principle Move from a general principle to a specific conclusion Follow two basic guidelines when reasoning from principle. –Make certain the audience will accept the general principle –Make certain the audience will accept the minor premise

9. Four types cont. –Casual Reasoning Should avoid false cause –Known by its Latin name, post hoc, ergo propter hoc, which means: “after this, therefore because of this.” –Speakers who commit this fallacy assume that because one event comes after another, the first even must necessarily be the cause of the second. –Avoid fallacy of assuming that events have only one cause »Most events have several causes »Be wary of oversimplifying complex causes or attributing a complex effect to a single cause

10. Four cont… Analogical Reasoning Compares two similar cases to draw the conclusion that what is true in one case will also be true in the other The most important guideline for speakers using analogical reasoning is to make sure the two cases being compared are essentially alike. –1. if they are essentially alike the analogy is valid –2. if not it is invalid

11. Emotions in Persuasion Emotional Appeals Persuasion often Requires Emotional Appeal— often called motivational appeals-are intended to make listeners feel sad, angry, guilty, fearful, reverent, or the like.

12. Generate emotional appeal in 3 ways 1.Emotionally charged language a.Do this by evoking emotions attached w/particular words and phrases b.Do not, however, use a sudden barrage of this at the end use it throughout the speech 2.Vivid examples a.Vivid richly textured examples allow emotional appeal to grow naturally out of the content of the speech b.Add impact, bring ideas home to listeners in personal terms, and makes the speech more compelling

13. Emotional cont.. 3.Speak with sincerity and conviction a.This is the strongest source of emotional appeal b.Speakers who feel the emotion themselves will communicate that emotion through everything they say and do in the speech

14. Psychological Process Persuasion Occurs in Situations where disagreement exists Persuasion is the Most Complex and Challenging Type of Public Speaking; it involves people’s most basic attitudes, values, and beliefs. Listeners have to engage in a Mental Give and Take Effective persuasive speaker must anticipate audience objections and answer them in the speech.

15. Questions of Fact Speakers Seek to Persuade an Audience to Accept their Point of View. –Some Can be Answered with Certainty ex: how far is it from NYC to London –Some Cannot be Answered with Certainty ex: will the economy be better or worse next year?

16. Questions of Value Require Judgements based on a person’s belief about what is right or wrong, good or bad, moral or immoral etc. Speaker Needs to Justify Her/His Value in light of a clearly defined set of standards

17. Questions of Policy Deal with Specific Courses of Action Two Types –Passive Agreement: affect the thinking of listeners –Immediate Action: seeks to motivate Three Basic Issues –Need: must prove there is a need to change –Plan: must offer a specific plan that will solve the need –Practicality: must be a workable plan and will solve without creating more issues

18. Four Patterns of Organization Problem-Solution: advocate a change in policy –Need to prove there is a serious problem –Must give a solution to the problem Problem-Cause-Solution: will have 3 main points –Shows existence of a problem –Analyzes the causes of the problems –Presents a solution to the problem

19. Four patterns cont… Comparative Advantages: most effective when the audience already agrees there is a need for a new policy. –The speaker devotes each main point to explaining why the plan is preferable to other solutions Monroe’s Motivated Sequence: has 5 steps that follow the psychology of persuasion; is especially valuable for seeking immediate action –Gain the audience attention –Show the need for a change –Satisfy the sense of need by presenting a plan that will remedy the need –Visualize the benefits and practicality of the plan –Urge the audience to take action in support of the plan