1. Bethami A. Dobkin Roger C. Pace Communication in a Changing World McGraw-Hill © 2003 The McGraw-Hill Companies, Inc. All rights reserved. C H A P T E R Slide 1 15 Speaking to Persuade

2. McGraw-Hill © 2003 The McGraw-Hill Companies, Inc. All rights reserved. Slide 2 Speaking to Persuade The Informative-Persuasive Continuum Types of Persuasive Speeches Building Persuasive Arguments Putting It All Together Recognizing and Practicing Ethical PersuasionRecognizing and Practicing Ethical Persuasion

3. McGraw-Hill © 2003 The McGraw-Hill Companies, Inc. All rights reserved. Slide 3 The Informative-Persuasive Continuum Speaking to Inform Involves an Element of Persuading –Each of the informative speech types can overlap with the persuasive speaking Speaking to Persuade Involves an Element of Informing –During a persuasive speech, speakers are likely to give the audience new information, convey ideas, and perhaps tell a story

4. McGraw-Hill © 2003 The McGraw-Hill Companies, Inc. All rights reserved. Slide 4 The Informative-Persuasive Continuum Think It Over –“Stealth Sites” on the Web How do these sites blur the line between informational and persuasive speech? Are they ethical? To what extent are communicators responsible for making their purpose clear?

5. McGraw-Hill © 2003 The McGraw-Hill Companies, Inc. All rights reserved. Slide 5 The Informative-Persuasive Continuum Figure 15-1. The Informative-Persuasive Continuum The more change a speaker asks from an audience, the more challenging the presentation.

6. McGraw-Hill © 2003 The McGraw-Hill Companies, Inc. All rights reserved. Slide 6 The Informative-Persuasive Continuum “Give to us clear vision that we may know where to stand and what to stand for— because unless we stand for something, we shall fall for anything.” —Peter Marshall, photographer

7. McGraw-Hill © 2003 The McGraw-Hill Companies, Inc. All rights reserved. Slide 7 The Informative-Persuasive Continuum Effective Persuasive Speakers Know Their Audiences –Added challenge of how audience members are likely to judge the beliefs they are being asked to accept Social judgment theory—evaluation of persuasive messages based on the beliefs we already hold Anchors—attitudes or beliefs that act as a personal standard for judging other messages Latitude of acceptance—the range of positions a listener is likely to accept or tolerate

8. McGraw-Hill © 2003 The McGraw-Hill Companies, Inc. All rights reserved. Slide 8 The Informative-Persuasive Continuum Effective Persuasive Speakers Know Their Audiences (continued) Latitude of noncommittment—the range of positions a listener neither accepts or rejects Latitude of rejection—the range of positions a listener is likely to reject or consider intolerable

9. McGraw-Hill © 2003 The McGraw-Hill Companies, Inc. All rights reserved. Slide 9 The Informative-Persuasive Continuum Figure 15-2. Dimensions of Audience Attitudes Latitudes of acceptance, noncommittment, and rejection vary based on personal investment in a belief.

10. McGraw-Hill © 2003 The McGraw-Hill Companies, Inc. All rights reserved. Slide 10 Types of Persuasive Speeches Speeches that Reinforce –A speech that reinforces tries to strengthen existing attitudes, beliefs, or values by bolstering attitudes and convictions that the audience already posses

11. McGraw-Hill © 2003 The McGraw-Hill Companies, Inc. All rights reserved. Slide 11 Types of Persuasive Speeches Speeches that convince –A speech that convinces urges listeners to accept contentious facts, evaluate beliefs, or support actions Claims of fact—statements about the truth or falsity of some assertion or claim Claims of value—statements that ask listeners to form a judgment or evaluation Claims of policy—statements that ask listeners to consider a specific course of action

12. McGraw-Hill © 2003 The McGraw-Hill Companies, Inc. All rights reserved. Slide 12 Types of Persuasive Speeches “The main dangers in this life are the people who want to change everything... Or nothing.” —Lady Nancy Astor, first woman member of the British parliament

13. McGraw-Hill © 2003 The McGraw-Hill Companies, Inc. All rights reserved. Slide 13 Types of Persuasive Speeches Speeches that Call for Action –A speech that calls for action builds on the support a speaker has earned and moves the audience to a specific behavior Foot in the door refers to the technique of starting with a small request and then following later with a more substantial one

14. McGraw-Hill © 2003 The McGraw-Hill Companies, Inc. All rights reserved. Slide 14 Building Persuasive Arguments One of the first decisions to make in planning your persuasive speech is which type of claim—fact, value, or policy—will become the thesis for your presentation –Argument refers to a statement of belief, or claim, presented with evidence and reasoning

15. McGraw-Hill © 2003 The McGraw-Hill Companies, Inc. All rights reserved. Slide 15 Building Persuasive Arguments Figure 15-3. Parts of an Argument Arguments are claims presented with evidence and reasoning.

16. McGraw-Hill © 2003 The McGraw-Hill Companies, Inc. All rights reserved. Slide 16 Building Persuasive Arguments Persuasion Based on Credibility –Ethos refers to the ethics or credibility of the speaker

17. McGraw-Hill © 2003 The McGraw-Hill Companies, Inc. All rights reserved. Slide 17 Building Persuasive Arguments Persuasion Based on Logic –The claims a speaker makes are only as solid as the evidence and reasoning that support them Logos refers to arguments based on logic or reason Induction is reasoning from particular instance to a generalization Deduction starts with a general statement and draws a specific conclusion –Syllogism is a form of reasoning that draws a conclusion based on two premises

18. McGraw-Hill © 2003 The McGraw-Hill Companies, Inc. All rights reserved. Slide 18 Building Persuasive Arguments Persuasion Based on Emotional Appeals –The word pathos refers to arguments based on emotional appeals Basic Needs and Desires Security Belonging Love and Esteem Self-Actualization –When paired with logical appeals, pathos can be powerful, particularly with audiences who are skeptical or hostile

19. McGraw-Hill © 2003 The McGraw-Hill Companies, Inc. All rights reserved. Slide 19 Building Persuasive Arguments Exploring Communication Concepts –Fear Appeals and the Boomerang Effect Why might it be more effective to build empathy with victims than to focus on consequences for perpetrators? What does this research suggest about the use of emotional appeals?

20. McGraw-Hill © 2003 The McGraw-Hill Companies, Inc. All rights reserved. Slide 20 Building Persuasive Arguments Persuasion Based on Cultural Myths –Some communication scholars like to refer to persuasion based on cultural stories as mythos, or the use of myths, legends, and folktales as persuasive appeals

21. McGraw-Hill © 2003 The McGraw-Hill Companies, Inc. All rights reserved. Slide 21 Building Persuasive Arguments “The universe is made of stories, not of atoms.” —Muriel Rukeyser, poet

22. McGraw-Hill © 2003 The McGraw-Hill Companies, Inc. All rights reserved. Slide 22 Putting It All Together Once you have determined your central thesis and the types of appeals, you need to choose an organization structure –Motivated sequence refers to a persuasive speech structure designed to move audiences toward taking immediate action 1. Attention 2. Need 3. Satisfaction 4. Visualization 5. Action

23. McGraw-Hill © 2003 The McGraw-Hill Companies, Inc. All rights reserved. Slide 23 Putting It All Together Applying Communication Concepts –Speaking to a Tough Crowd Which of your own beliefs might evoke hostility from your classmates? How might you invite them to share your point of view?

24. McGraw-Hill © 2003 The McGraw-Hill Companies, Inc. All rights reserved. Slide 24 Recognizing and Practicing Ethical Persuasion Demonstrating Your Integrity –Show respect for opposing points of view –Keep the interest of the audience in mind –Welcome listeners to verify your information –Avoid coercion –Consider your own feelings and values

25. McGraw-Hill © 2003 The McGraw-Hill Companies, Inc. All rights reserved. Slide 25 Recognizing and Practicing Ethical Persuasion “Blessed is the influence of one true, loving human soul on another.” —George Eliot, novelist

26. McGraw-Hill © 2003 The McGraw-Hill Companies, Inc. All rights reserved. Slide 26 Recognizing and Practicing Ethical Persuasion Checking for fallacies, an error in reasoning –Name-calling—based on attacking a speaker’s physical or character traits rather than the content of his or her argument –Appeal to popular opinion—based on the premise that the listener should think or act the same way as a substantial group of people –False cause—implies a cause-and-effect relationship where non exists –False choice—presents a false dichotomy between two choices

27. McGraw-Hill © 2003 The McGraw-Hill Companies, Inc. All rights reserved. Slide 27 Recognizing and Practicing Ethical Persuasion Checking for fallacies, an error in reasoning (continued) –Appeal to authority—presents someone as a spokesperson outside his or her area of expertise –Hasty generalization—draws a conclusion about a group or general condition based on limited examples –Slippery slope—based on the assumption that once a single step is taken, many other destructive ones are sure to follow

28. McGraw-Hill © 2003 The McGraw-Hill Companies, Inc. All rights reserved. Slide 28 Summary Persuasive speeches share much with informative ones There are three types of persuasive speaking: speeches that reinforce, convince, or call for action Claims of fact, value, and policy each reflect a different goal of the speaker and desired response from listeners Arguments consist of claims, evidence, and reasoning

29. McGraw-Hill © 2003 The McGraw-Hill Companies, Inc. All rights reserved. Slide 29 Summary The motivated sequence has five stages: attention, need, satisfaction, visualization, and action Speaking responsibly requires showing respect for opposing points of view, keeping the interests of the audience in mind, welcoming listeners to verify you information, avoiding coercion, and considering own feelings and interests