1. Chapter 16 Recap/Lecture
Persuasive Speeches
Chapter 16 Recap/Lecture

2. Your next speech…. Monday, October 31st and Wednesday, November 2nd
Tuesday, November 1st and Thursday, November 3rd
Speech sign ups week before
Research required: at least 4 sources (with citations)
Areas of Focus: EVERYTHING
Materials: Outline & note cards
Visual aid: PowerPoint ( ed to by 8 a.m. on the day of your presentation; also bring a back up copy)
We will discuss use of PowerPoint next week

3. Informative vs. Persuasive
Knowledge and Understanding vs. Attempting to change or convince
Similarities: clear and concise, organized, strong delivery, ethical, credible, appropriate use of language

4. Importance/Role of Persuasion
Persuasive speech: ‘attempting to create, reinforce, or change your audience’s beliefs or actions’ (p. 300)
Understanding persuasion—important for speakers and listeners
Speaker as advocate

5. Ethical Persuasion Ethical goals and methods
Avoid subtle and blatant dishonesty
Power of language
‘learn about all sides of issue and competing viewpoints’ (p. 301)

6. Persuasion as Psychological Process
2 or more viewpoints; competing or different angle/degree
Degrees of Persuasion
Strongly opposed Strongly in favor
Audience analysis/centeredness  knowledge AND attitude
Mental dialogue (give and take) with audience
Set realistic goals
Will everyone change their beliefs/opinions after hearing one speech?

7. Target Audiences; Audience Centeredness
Advertising = big example of persuasion and targeting audiences
Check out these ads; what’s the persuasive message & who is the target audience?

8. Types of Persuasive Speeches
Persuasive speeches on
Questions of Fact
Questions of Value
Questions of Policy

9. Addressing Questions of Fact
True answer exists; may not have enough information yet
Inconclusive info
Speculations and Predictions
Choose side -- present those facts, persuasively
Popular org. pattern – Topical
Main points = reasons to agree

10. Addressing Questions of Value
Includes facts; Demands value judgments
Right or wrong? Good or bad? Moral or immoral? Fair or unfair?
Pick a side; justify your claim
Standards for the value judgment?
Popular org. pattern – Topical
Establish the standards  apply the standards

11. Addressing Questions of Policy
Course of action – should or shouldn’t be taken
Can include questions of fact and/or value; step further by deciding what should be done
Passive agreement vs. Immediate action
Convincing that something should be done vs. Convincing someone to do what should be done (specific call to action)
Must identify need, plan, and practicality

12. Addressing Questions of Policy
Popular org. patterns
Problem-Solution Order
Need/seriousness of problem  plan for solving the problem/practicality
Problem-Cause-Solution Order
Identify the problem  analyze cause of problem  solution to problem
Comparative Advantages Order
Each main point = why your solution is better than others
Monroe’s Motivated Sequence (MMS)
Attention, need, satisfaction, visualization, action

13. Methods of persuasion
Chapter 17 Recap

14. Aristotle’s three appeals
ETHOS
LOGOS
PATHOS

15. Ethos: Credibility
Credibility – is this speaker qualified to talk about this topic?
Competence (the speaker is intelligent and knowledgeable of the topic)
Character (the speaker is sincere, trustworthy, and has a concern for our well-being)
Types of credibility
Initial
Derived
Terminal
Enhancing credibility
Explain your competence
Create a common ground; connect with audience
Strong delivery

16. LOGOS: Logical appeal Use evidence
Make sure it is specific, new, clear and credible
Reasoning (drawing conclusions from the evidence)
Reasoning from specific instances (specific  general)
Reasoning from principle (general  specific)
Causal Reasoning (cause and effect relationship)
Analogical Reasoning (comparing 2 similar cases)
Avoid error in reasoning (fallacies)
Hasty generalizations, false cause, invalid analogy, bandwagon, red herring, ad hominem, either-or, slippery slope, appeal to tradition, appeal to novelty

17. PATHOS: emotional appeal
Want audience to feel specific emotion (e.g. fear, compassion, pride, guilt)
How do speakers accomplish this?
Language Choice
Vivid Examples
Sincerity
Ethics + Emotions = ?
Usually considered inappropriate/unethical when discussing question of fact
Ethical if:
Appropriate for speech topic
Not used as a substitute for evidence and reasoning
Combined with reason

20. Speech Workshop #13
Topic Plan and Audience Analysis

21. Speech Workshop #14 Due Wednesday, 10/19 for MW class (and Thursday, 10/20 for TR class)
Find an example of a (short) EFFECTIVE or INEFFECTIVE persuasive speech
Bring in a typed 1 page, double-spaced document with the following
Link to speech
Explanation of why it was effective or ineffective
You must comment on the speaker’s persuasive technique, organization, and delivery
Should be at least half a page
Type your name in the top left corner and then start the content. Use size 12, Times New Roman, 1 inch margins.
Be prepared to pull up the link in class and discuss