1. Oratory is the power to talk people out of their sober and natural opinions.  ~Joseph Chatfield

2. Persuasion Defined
the process of motivating someone, through communication, to change a particular belief, attitude, or behavior

3. A: History of Persuasion
Aristotle
-wrote Rhetoric over 2,500 years ago; still considered most influential book written on the subject
-three sources of persuasion come from Aristotle (1Ethos, 2Pathos, 3Logos).

4. convinced by the character of the person
Personality (image)
Reputation
we believe ppl we respect
Character/Appearance of the speaker
**Can the audience trust, respect, and believe the speaker?
**Does the speaker show he/she is deserving of trust?
Ethical Appeal or Credibility
convinced by the character of the person

5. Types of Ethos appeal to age and experience reverence for civic virtue
patriotism and public-spiritedness
display of piety: devoted to religion
follow rules of decorum: avoid delicate issues
model restraint

6. Improve your ethical appeal!
Show a high degree of confidence and competence
Be sincere
Be well prepared
Be honest
Responsible (ethical) persuasion means telling the truth as you have discovered it.
Show genuine interest in the audience
Charisma
Speak directly to a member or two of your audience
Refer to your personal experience
Mention your qualifications
Identify common interests with the audience
Use questions and outside evidence

7. 2. Pathos Emotional Appeal
appealing persuading by to the audience’s emotions
Cartoon-homework:

8. Types of Pathos Write down 2-3 of the following:
lay claim to qualities that the audience will respect
stress disadvantages of speaker’s situation as a claim to pity
arouse hostility against opponent
generate prejudice through irrelevant information
incite fear
plea for pity

9. Types of audiences positive: keep them happy or make them happier
neutral: needs more information
disinterested: needs to be shown how the subject affects them (light a fire).
negative: needs to be “softened up,” use evidence

10. 3. Logos Logical Appeals persuading through the use of reasoning:
argument
evidence
expert Opinion
Logic Argument

11. deductive reasoning: an argument that is valid and sound
argument: a set of one or more declarative sentences (premises) along with another declarative sentence (conclusion)
deductive reasoning: an argument that is valid and sound
Ex: P1: All men are mortal.
P2: Zeus is a man.
C.: Zeus is mortal.
valid: if the conclusion seems to logically follow the premises
sound: when the conclusion logically follows and the premises

12. Evidence + Reasoning = Proof Data + Warrant = Claim
Data/Evidence: Materials shown and facts given by the speaker.
Warrant/Reasoning: Words providing a transition or mental jump from data to claim.
Claim/Proof: That which the speaker wants the audience to believe.
Each listener has their own thinking process (what they think is logical).

13. Persuasion Activity $10,000 Group 1: you should get all the money.
Group 2: you should spend the money on a teacher appreciation day.
Group 3: you should spend the money on the class.
Group 4: you should give the money to an organization of your choice.
Group 5: you should spend the money on a Senior class field trip to ______. (1 day)
Group 6: you should give all the money to Tech High School.

14. C: Conditions for Persuasive Speeches
know your own reasoning
need to believe what you are arguing
answer the question: Why do these ppl not already believe or do like I do on this matter?
strive to avoid offending deeply

15. D: Types of Persuasive Speeches
Speech to Convince
speaker attempts only to modify the audiences’ attitudes, opinions, or beliefs, rather than to motivate them to take action
Speech to Actuate
speaker supplies motivation; tries to motivate the audience to do something in particular
Speech to Stimulate
urges an audience to do/believe something that they already do/believe
must have a fresh approach for each encounter with the audience

16. E: Monroe’s Motivated Sequence
Attention step
draw attention to your subject
Need step
establish the problem
Satisfaction step
propose a solution
Visualization step
describe the result of the solution
Action step
direct appeal for the audience to do something

17. F: Creating a Persuasive Message
1. Describe the Problem
discuss nature of problem; show how problem affects audience
2. Describe the Solution
show plan will work; discuss the advantages of the plan
3. Describe the desired audience reaction
explain exactly what audience should do; describe benefits of the response you are seeking

18. Work Cited
Stephen E. Lucas’ The Art of Public Speaking (8th ed.)