1. Persuasive Speaking Structures and Appeals

2. Problem-Solution Pattern
Introduction
Definition of the Problem
Proposed Solution
Conclusion

3. Problem-Solution Pattern
Introduction
Audience attention
Topic justification
Speaker credibility
Preview main points

4. Problem-Solution Pattern
Definition of the Problem
State it
Define and illustrate it
Reinforce it with evidence
Demonstrate relevance to audience

5. Problem-Solution Pattern
Proposed Solution
Offer good details (who, what , when, where, why, how) demonstrating workability
Offer support for solvency
Consider objections and refutation

6. Problem-Solution Pattern
Conclusion
Review main points
Present a strong, clear call to action
Give me the money!!!

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

8. Monroe’s Motivated Sequence
Attention Step
Audience attention
Topic justification
Speaker credibility
Preview main points

9. Monroe’s Motivated Sequence
Need Step
State it
Define and illustrate it
Reinforce it with evidence
Demonstrate relevance to audience

10. Monroe’s Motivated Sequence
Satisfaction Step
Offer good details (who, what , when, where, why, how) demonstrating workability
Offer support for solvency
Consider objections and refutation

11. Monroe’s Motivated Sequence
Visualization Step
Paint a visual picture of the future you are proposing
May also include the future if the proposal is NOT accepted

12. Monroe’s Motivated Sequence
Conclusion
Review main points
Present a strong, clear call to action
Give me the money!!!

13. N-A-R Pattern
Introduction
Narrative
Arguments
Refutation
Conclusion

14. N-A-R Pattern Introduction Gain audience attention Speaker credibility
Typically no preview of main points or topic justification

15. N-A-R Pattern Narrative
A fully developed story designed to suggest a particular perspective on “reality”
Should be real as opposed to hypothetical for overall impact and to allow for good realism and extensive detail

16. N-A-R Pattern Arguments Offer 2 to 4 arguments
Include of logos, ethos, and pathos for support
Clearly articulate each as a single main point

17. N-A-R Pattern Refutation
Identify and attack or deny plausible arguments against your proposal
No more than 2 or 3 refutative arguments

18. N-A-R Pattern Give me the money!!! Conclusion Review main points
Present a strong, clear call to action
Give me the money!!!

19. Balance Structure
Introduction
Body
Conclusion

20. Balance Structure Introduction Audience attention Topic justification
Speaker credibility
Typically no preview main points (enhances sense of anticipation and surprise)

21. Balance Structure Body
A series of alternatives (3 or 4), saving the proposed alternative for the last point
Each alternative serves as one main point in the speech body

22. Balance Structure Body present positives and then negatives
For undesirable alternatives:
present positives and then negatives
demonstrate that the negatives outweigh the positives

23. Balance Structure Body present positives and then negatives
For the proposed solution:
present positives and then negatives
argue that positives outweigh negatives
offer a few more "extra" positives to clinch the proposal

24. Balance Structure Give me the money!!! Conclusion Review main points
Present a strong, clear call to action
Give me the money!!!

25. Types of Persuasive Appeals
Logos: REASON: Use of logical appeals (Support your general claims with concrete, specific data. Reason which begins with specifics and moves toward a generalization is inductive. Reason which starts with a general observation and moves to specifics is deductive.)
Ethos: Use of speaker credibility appeals (Convince your readers that you are fair, honest, and well informed, so they will then trust your values and intentions.)
Pathos: Use of emotional appeals (A carefully reasoned argument will be strengthened by an emotional appeal catered to the audience.)

26. Logos
Deduction
Reasoning that moves from general principles to specific application of those principles

27. Types of Deduction
Causal Argument: Reasoning that connects two elements or events and claims that one (effect) is produced by the other (cause).
Argument from Sign: Reasoning that, because two things often are related, when we see one, the other is expected to occur also.
Syllogism: A blueprint for deductive reasoning.

28. Elements of a Syllogism
Major premise: An accepted truth statement regarding a general category
Minor premise: Identifies a specific instance within that general category
Conclusion: Logically drawn from the major and minor premises

29. Not All Syllogisms Are the Same
If students commit themselves to learning as much as they can in COMM 201, they will come away with applicable business and professional skills.
All students who take COMM 201 will have an advantage in the business and professional world.
Hypothetical Syllogism
Disjunctive Syllogism
Either students learn good presentational skills in college, or they will need to learn in the business and professional world through painful trial and error.
Categorical Syllogism

30. Not All Syllogisms Are the Same
If students commit themselves to learning as much as they can in COMM 201, they will come away with applicable business and professional skills.
All students who take COMM 201 will have an advantage in the business and professional world.
Hypothetical Syllogism
Disjunctive Syllogism
Either students learn good presentational skills in college, or they will need to learn in the business and professional world through painful trial and error.
Categorical Syllogism

31. Not All Syllogisms Are the Same
If students commit themselves to learning as much as they can in COMM 201, they will come away with applicable business and professional skills.
All students who take COMM 201 will have an advantage in the business and professional world.
Hypothetical Syllogism
Disjunctive Syllogism
Either students learn good presentational skills in college, or they will need to learn in the business and professional world through painful trial and error.
Categorical Syllogism

32. Not All Syllogisms Are the Same
If students commit themselves to learning as much as they can in COMM 201, they will come away with applicable business and professional skills.
All students who take COMM 201 will have an advantage in the business and professional world.
Hypothetical Syllogism
Disjunctive Syllogism
Either students learn good presentational skills in college, or they will need to learn in the business and professional world through painful trial and error.
Categorical Syllogism

33. Enthymeme: The “Practical” Syllogism
A syllogism in which one or more of the elements is unstated but implied.
The audience must fill in and complete the enthymeme.
This "participation" is part of the enthymeme's persuasive power.

34. Logos
Induction
Reasoning that moves from particular observations to the formulation of general principles or conclusions

35. Types of Induction Analogies
Comparisons that link two objects or concepts and assert that what is true of one will be true of another

36. Types of Induction Examples
Particular cases, real or hypothetical, brief or extended, that illustrate a specific event

37. Types of Induction Statistics
Numerical summaries of large quantities regarding specific incidents used for making generalizations and predictive inferences

38. Types of Induction Testimony
Paraphrase or quotation from a credible source on a topic
Expert Prestige Lay

39. Ethos: Credibility Appeals
Based on audience perception of...
Competence
Trustworthiness
Dynamism
Use ethos in support of, never in place of, logical appeals.

40. Pathos: Emotional Appeals
Some strategies...
Identify and tap into audience's values
Use vivid, emotive language
Use detailed, real stories
Allow your emotion to be revealed in the delivery (emotional contagion)
Use pathos in support of, never in place of, logical appeals.

41. Refutation: Arguing from Anticipation
Why do this? Isn't it just hurting your own case?
Some options for refutation…
Denial
Minimization
Exposing inconsistent statements of opposition
Turning the tables