1. Persuasive Speech Speaker Credibility = Likeability
Delivery = Immediacy Dynamism
Central Cues = Arguments
Consequences
Call to Action =
Foot-in-door
Door-in-face
Peripheral Cues = Fear Appeals
Source Credibility
Inoculation =
2-sided with refute

2. Elaboration Likelihood Model
Central =
Peripheral =
Route
motivated
and able
not
motivated or
not able
Audience
Resistant
More resistant
Results
Speech and
Speaker
Facts and logic
Fear appeals
Source Credibility

3. Opening with Impact Topic Choice Open with impact Opening Statistic
Controversial = two-sided
Topic = 2 types
Topic =Attitude
Topic = Behavior change
Topic = familiar to audience
Open with impact
Create audience emotional response
Visual Imagery = focus on details of event
Time to Kill
closing arguments
Opening Statistic
Use both Central and Peripheral
Central facts = create fear appeal
Peripheral facts = Use real-life Pictures

4. Goal = Put your audience into an experience = 90% retention
Example of Imagery using descriptive, visual content that create an emotional response from audience!
Goal = Put your audience into an experience = 90% retention
Please close your eyes and imagine…
You’re sitting in a chair next to an old metal bed. You see a figure that is not a familiar figure anymore…emaciated, lifeless body, grey skin, sunken eyes
-In your hand you can feel a deathly cold, icy hand laying motionless in yours.
-You look up toward the bed and see the pale, lifeless face of your precious
loved one, drained of its color and its life, and grimaced with pain.
-He/she no longer speaks, and the only sounds you hear are the gurgling,
wheezing, and gasping for air coming from his/her lungs, as he/she
struggles to capture his last breaths.
-Then, the wheezing stops as your loved one slowly gives up his battle.

5. Student Example of using central and peripheral route information
485,000 = Yearly Smoking deaths 20% more = road accidents, poisoning and overdose, accidents, murder, suicide and HIV COMBINED retrieved March, 2012

6. Thesis and Preview of Main Points
Review Specific Purpose =“What I will speak about today…
Why should Audience listen = “By the end of my speech you will learn information that will help you take action that will enhance your life, life of a loved one, and change your world” (must make the gain personal)
Topic and main points
Title Wording = Use question form to increase…
likeability, source credibility and appear unbiased
Advertise your main point content
Use persuasive appeals – “you will learn important…
Extemporaneous delivery
Create “Likeability” with audience
Audience Immediacy
Move forward = interact
Maintain eye contact
Dynamism = Inflection, gestures, movement

7. Minimize Audience Rejection of Speaker Use Unbiased Main-Point Title Wording
Abortion is MURDER! OR
Abortion: Life or Choice?
Smoking Will KILL You! OR
To Smoke or Not to Smoke?
YOU MUST VOTE? OR
Does Your Vote Count?

8. Content and Visual Aids
Visual Aids = Persuasive Construction
Graph = statistical picture
Inoculation = 2 sided w/ refute
Fear Appeal = Create urgency
Real - Life Pictures (Blair, 1996; Nabi,1998)
4 Scholarly Sources = Source Credibility
Orally cite and qualify citations
Message Quality
Form Arguments refuting opposition’s position
Speech content = consequences to audience if they don’t change attitudes or behaviors
Omit information reviewing solutions or
benefits of your position

9. Persuasive Construction = Inoculation McGuire (1990), Burgoon (1995)
Medical Model
Flu vaccine
Elaboration Likelihood
Source credibility = content covers both sides
Process =
Give dose of counter-argument
What is opposition thinking?
Refute with stronger argument
Quantify information
Cite source of information
Don’t use opinions

10. WOULD IT SAVE LIVES? Gun Control by James Smith, 2010
Example of Inoculation – 2 sided with refute
WOULD IT SAVE LIVES? Gun Control by James Smith, 2010
Guns are kept in locked cabinets and unloaded
48% of guns are left loaded and easily accessed
Most guns purchased by criminals illegally
53% guns used were purchased legally
70% killings by persons known to injured or dead person
Most killings by random persons

11. 23 College Shootings In USA Northern Illinois University –
Example of Fear Appeal slides using real life pictures and telling the stories to create urgency
23 College Shootings In USA
Northern Illinois University –
6 Killed 18 Wounded
University of Alabama - 3 Killed
3 Wounded

12. Example of graph slide = Is this a persuasive graph? Why?
Drysdale, D. A., Modzeleski, W., & Simons, A. B. (2010, April). Campus Attacks. In The Federal Bureau of Investigation. Retrieved November 8, 2010, from

13. Organization and Transitions
Organizational Pattern
Build “urgency” with each main point, save best for last
Last main point persuades the audience to take action
Transitions
Signpost
Visual = Move with immediacy
Verbal = recap, introduce next main point, POINT

14. Conclusion = FID, DIF, Call to Action
Speech Closing
Call to Action
Petition, promissory or pledge statement, donation
Ask for action vs. thinking about
Immediate (within a day or week)
Include different types of audience and multiple situations
Techniques for compliance
Foot in the door (FID)
Dolin, Booth (1995)
Door in the face (DIF)
(O’Keefe, Figge, 1999)
Time = 6 to 7 minutes

15. Foot - in - the - Door Dolin, Booth-Butterfield (1995)
Based on the Cognitive Dissonance Theory
(Savarese, 2000; Nabi, 1999)
Humans need to align beliefs with behaviors
Make a small request
Get audience to agree
Make larger request = Call to action!
Use to set up call to action: petition, promissory note

16. If you agree, will you plege…
Example of student’s Foot-in-the-Door
By a show of hands how many of you now agree that wearing seat belts is important?
If you agree, will you plege…
I ___________, will wear my seat belt while driving or riding in a vehicle today and will ask my passengers to buckle up this week!

17. Door - in - the - Face Based on the Cognitive Dissonance Theory
(O’Keefe & Figge, 1999)
Make a large request,
Get the audience to say “no”
Reduce request = Call to action
Use before call to action - petition, promissory

18. Example of Student’s Door-in-the-Face
I __________will go home and get rid of all and weapons in my home. I will then go to each neighbor and insist they also rid their homes of all weapons this week.
I _____________if I own a gun, I will go home and remove all ammunition and put into a secure and locked place today. If I don’t have a gun, I will pass this information to others who have weapons by the end of this week.

19. Delivery = Likeability and Dynamism
Likeability = immediacy
Dynamic volume variations
Sell versus tell information
Nonverbal (Burgoon, Birk, Pfau 1995)
Eye contact
Large gestures
Zone of Interaction – immediacy
Movement – forward
Independence Day Pres. speech

20. Grammar, Articulation, Uhms
Correct pronunciation
Articulate terminology
Reduce jargon and acronyms
Eliminate inflammatory wording
Reveals position too soon
Eliminate NON-FLUENCIES
Ums
And
Like
You know
Stuff like that

21. Delivery = Likeability = Immediacy = Movement
Gestures = exaggerated and with point and hold FOR main point titles
Transitions = Signpost while changing sides/ main points, maintain eye contact, add forward interaction
Movement = into audience, interact with entire audience zone of interaction
“Likeability” = immediacy, clothing, movement, dynamism, interaction (McCroskey, 1986)
Tucker closing arguments

22. Source Credibility Likeability Competence Overall Success
Crucial to persuasion
Competence
Effective use of persuasive construction
Scholarly sources
Overall Success
Attire = Professional
Audience interaction
Dynamism AND Immediacy
Jeff Bridges = Tucker