1. A SPEAKER’S GUIDEBOOK 4 TH EDITION CHAPTER 24 The Persuasive Speech

2. Persuasive Speaking Objectives  To influence the audience  To advocate on behalf of an issue  To persuade others to accept your views  To change behaviors  To encourage people to get involved

3. Question Which of the following is NOT a purpose of a persuasive speech? A. To limit alternatives B. To respect audience choices C. To explain candidate platforms D. To seek audience response E. To influence audience behaviors

4. The Process of Persuasion  Persuasion is a complex psychological process of reasoning and emotion.  Skill is required to convince people to change.  Discovering your listeners’ perspective on your topic in advance provides clues on how to approach the organization of your speech.  The act of being persuaded does not happen with one message transmission; persuasion is a layering process.

5. Persuasion & Rhetoric  Aristotle defined the process of persuasion as we know it today.  Modern social scientists have built upon Aristotle’s theory of rhetorical proof centered on three types of persuasive appeals.  Successful persuasion requires a balance between emotion and reason.  Audiences must believe the speaker is credible and trustworthy.

6. Types of Persuasive Appeals LOGOS PATHOS ETHOS

7. Proof by Logos – Logical Appeal  Is based on the power of reasoning.  Relies on facts, figures, and diagrams.  Statistics must come from valid sources and be computed correctly.  Creates a pattern of logical argument to which all other types of proof must substantiate.

8. Reasoning  Draws inferences or conclusions from the evidence presented by the speaker  Binds the components of claims and evidence together  Follows a syllogistic line of deductive reasoning with a major premise, a minor premise, and a conclusion.  Or is an enthymeme as a probability in which one of the premises is implied.

9. Syllogism  Is a test to determine if the argument is valid.  Follows a set of rules for affirmation of the antecedent or negation of the consequent.  Example: First Premise: All men are mortal. Second Premise: Socrates is a man. Conclusion: Therefore Socrates is a mortal. TRY IT! Model this syllogistic argument by drawing a Venn diagram as in mathematics.

10. Question Does this argument pass Aristotle’s syllogistic test? First premise: Anything I possess is mine. Second premise: I possess your pen. Conclusion: Therefore, your pen is mine. A. Yes, it is valid. B. No, it is not valid. C. I don’t know.

11. Enthymeme  Restating a syllogism as an enthymeme takes away the condition that it must be true or valid.  The argument is reasonable if it is probable.  Example: General Case to Conclusion: Regular exercise enhances your ability to study productively, so swimming regularly should enhance your studying.

12. Hasty Generalization  An attempt to support a claim by asserting that an isolated case is true for all cases.  Example: One basketball player is tall, so all tall people are good basketball players.  Erroneous conclusions are reached if the argument begins with an unfounded first premise.

13. A SPEAKER’S GUIDEBOOK 4 th EDITION CHAPTER 24 PERSUASIVE APPEALS

14. Question Which type of classical persuasive appeal relies on making a reasonable argument? A. Logos B. Pathos C. Ethos D. Mythos E. Legos

15. Proof by Pathos – Emotional Appeal  Relies on personal examples or narratives  Evokes an emotional response in the listener  Relates to LOGOS during use as the one case that exemplifies the sample population  Moves audience to action  Can be overused and create a negative reaction

16. Emotions Used in Pathos  Anger vs. Meekness  Love vs. Hatred  Fear vs. Boldness  Shame vs. Shamelessness Evoke these emotions by using vivid descriptions (through words or pictures) and emotionally charged words.

17. Unethical Emotional Appeals Demagogues use irrelevant emotional appeals without reason to sway the audience. Leaders often manipulate followers with fear tactics or propaganda which distorts opposing viewpoints. When emotional appeals are based on sound reasoning, the speaker is more likely to be acting ethically.

18. Proof by Ethos – Credible Appeal  Supplements LOGOS by providing expert testimony  Is based on competence, likeability, integrity, or power  Involves quoting valid sources/experts which the audience believes in the credibility of the source/expert  The moral character of the speaker impacts appeal

19. Persuading Listeners to Change Behavior  Determines listeners’ attitudes towards the behavior you want them to change  Identifies listeners’ beliefs about the consequences of their behavior  Investigates what listeners believe their loved ones think about the behavior in question  Demonstrates positive outcomes of changing behaviors

20. Contemporary Persuasive Appeals  Appealing to Human Needs  Appealing to Reasons for Behaviors  Appealing to Relevance  Appealing to Speaker Credibility

21. Maslow’s Hierarchy of Needs

22. Expectancy-Outcome Values Theory  Your audience will evaluate the potential costs and benefits associated with taking the action you request.  Identify the expected outcomes and use them to appeal to your audience.

23. Elaboration Likelihood Model EExplores how the listener processes a persuasive message based on degree of involvement. CCentral processing involves critical thinking about the message and how it affects the listener. WWhen the listener lacks motivation, peripheral processing occurs. LListeners who engage in peripheral processing are more likely to be persuaded by emotional appeals.

24. Components of Speaker Credibility  Speaker Expertise  Speaking Similarity  Speaker Attractiveness

25. Question Which theory explains how listeners are concerned with what their family and friends think about their behaviors? A. Maslow’s Hierarchy of Needs B. Elaboration Likelihood Model C. Expectancy-Outcomes Values Theory D. Speaker Similarity E. Enthymeme

26. Chapter 24 Key Terms for Review persuasion persuasive speaking rhetorical proofs logos reasoning syllogism general case major premise specific case minor premise deductive reasoning inductive reasoning hasty overgeneralization enthymeme pathos demagogue fear appeal propaganda ethos Maslow’s hierarchy of needs expectancy-outcome values theory elaboration likelihood model of persuasion (ELM) central processing peripheral processing speaker credibility