1. The PRIMARY goal of a PERSUASIVE SPEECH
Is to influence
the listeners’ beliefs

2. What is Audience Analysis?
In order to influence others,
the speaker must appeal to the
needs and desires
of the audience.

3. How might you influence your audience?
The three primary factors are
Pathos
Ethos
Logos

4. Pathos
Analyzing needs of listeners Knowing if your audience is positive, neutral, disinterested, or opposed

5. Ethos
Establishing Your Prestige Speaker must be seen as sincere and competent, clearly acting with good will toward the audience.
Methods: Make frequent references to evidence Note your experience in the topic area Be convinced of the truth of your viewpoint Use the common ground technique Show sincere appreciation of your audience

6. Logical use evidence and reasoning
Logos
Logical use evidence and reasoning
Reasoning is the process of putting evidence together into larger conclusions which in turn prove the main points of your speech.
Evidence is the raw material upon which arguments are based.

7. Audience Types Positive Audience: Anecdotes, examples, comparisons
Neutral Audience: Statistics, facts, testimony
Disinterested Audience: Facts, statistics
Opposed Audience:
Require all forms of evidence at the speaker’s command

8. Monroe’s Motivated Sequence
Attention Step
Need Step
Satisfaction Step
Visualization Step
Action Step

9. This is obvious! You must gain the audience’s attention!
Attention Step
This is obvious! You must gain the audience’s attention!
Start with a startling statement, a fact, a statistic, fact, or quote
Refer to yourself or history
Create an anecdote

10. The Need Step
Show your audience that they have needs not being met the way things are at present!
If they listen to you, you will help them identify the need.

11. Satisfaction Step
The third step is to present the opinion or solution.
“Listen to my idea and I will help to satisfy the need you are missing.”

12. Visualize; the Fourth Step
Visualize the new behavior. See the change that will occur if you adopt this new view/attitude/behavior.

13. The ACTION Step
The final step involves telling the listener what action they must take to bring about the improvement the speaker has promised!
Remember: “DO IT!”