1. Chapter 6
Audience Analysis

2. Our Perception
attitudes: our general evaluations of people, ideas, objects, or events
beliefs: the ways in which people perceive reality or determine the very existence or validity of something
values: our most enduring judgments about what is good and bad in life, as shaped by our culture and our unique experiences within it
identification: a feeling of commonality with another. Effective speakers attempt to foster a sense of identification between themselves and audience members.

3. Types of audience Captive audience: they must attend
voluntary audience: audience members who are there to listen to a speaker because they want to hear the speaker

4. Demographics
Characteristics typically considered in the analysis of audience members include age, gender, ethnic or cultural background, socioeconomic status (including income, occupation, and education), and religious and political affiliations.

5. Within the audience
target audience: those individuals within the broader audience who are most likely to be influenced in the direction the speaker seeks
generational identity: the collective cultural identity of a generation
co-culture: community of people whose perceptions and beliefs differ significantly from those of other groups within the larger culture

6. Questionnaire for the audience
open-ended question: survey or interview question designed to allow respondents to elaborate as much as they want
closed-ended question: question designed to elicit a small range of specific answers supplied by the interviewer
fixed-alternative question: closed-ended question that contains a limited choice of answers, such as “Yes,” “No,” or “Sometimes”
scale question: closed-ended question that measures the respondent’s level of agreement or disagreement with specific issues

8. Selecting a Topic and Purpose
Chapter 7
Selecting a Topic and Purpose

9. Exploring topics
A. Identify personal interests, and select a topic you are enthusiastic about.
B. Consider current events and controversial issues.
C. Survey grassroots issues and engage the community.
D. Steer clear of overused and trivial topics.
E. Try brainstorming to generate ideas.
F. Utilize Internet tools: life/learning-resources-center/online-resources/

10. Identify the purpose
1. Informative speeches increase the audience’s awareness by imparting knowledge.
2. Persuasive speeches influence the attitudes, beliefs, values, and behaviors of audience members.
3. Special occasion speeches entertain, celebrate, commemorate, inspire, or set a social agenda.

11. Etching out your topic Narrow it down and consider the time
Compose a thesis statement

12. 1. What are your interests?
2. What are your hobbies, or what do you do in your spare time?
3. Where are you from, and what is unique about that location?
4. What places have you traveled to? Where would you like to go?
5. What do your parents do?
6. What types of food do you like?
7. What types of entertainment do you like?

13. Developing Support Material
Chapter 8
Developing Support Material

14. Develop supporting material
A. Supporting material should be accurate, relevant, and interesting.
B. Should have diverse
supporting material, such as examples, narratives, testimony, facts, and statistics.

15. Examples: illustrate, describe, or represent things
1. A brief example offers a single illustration of a point.
2. An extended example offers a multifaceted illustration of the idea, item, or event being described.
3. A hypothetical example illustrates something that could happen in the future if certain events were to occur

16. Share stories
Stories can take the form of fairy tales, legends, religious narratives, or myths.
As supporting material, stories may be brief and simple descriptions of short incidents or relatively drawn-out accounts that constitute most of the presentation.
One popular type of brief story is the anecdote, a short story of an interesting, often humorous real-life incident.

17. Testimony
Testimony is firsthand findings, eyewitness accounts, and people’s opinions.
Expert testimony
Lay testimony
Credibility is important

18. Facts and statistics
Facts are documented occurrences that include events, dates, times, people involved, and places; statistics quantitatively summarize, compare, and predict things.
Most people need facts to validate their beliefs.

19. Averages
Mean is the arithmetic average, arrived at by taking the sum of the scores and dividing it by the number of scores.
Median is the center-most score in a distribution.
Mode is the most frequently occurring score in the distribution

20. Preset statistics ethically
Use only reliable statistics.
Present statistics in context.
Avoid confusing statistics with “absolute truth.”
Avoid cherry-picking, or selectively presenting data that support your point

21. Intros and Conclusions

22. An intro is good when it:
1. Arouses the audience’s attention
2. Introduces your topic and purpose
3. Establishes the speaker’s credibility
4. Previews your main points
5. Motivates the audience to accept speech goals.

23. Stories
Captures our attention quickly
Personalizes your topic

24. Establish common ground
We will trust you faster
Focuses on a common goal and goodwill

25. Offer unusual info
Startling statistics get our attention

26. Pose a provocative question
Make sure it makes one think
Rhetorical question: no answer needed

27. Use humor
Be careful
Should fit the occasion

28. Use a Quotation
A good quotation culled from literature, poetry, film, or the statements of notable people not only is an attention getter, but also it helps the speaker gain credibility.

29. Preview the topic
Let the audience know what the speech is about and what you hope to accomplish.
Be careful in your warnings.

30. Establish credibility
1. Simply state your qualifications for speaking on the topic.
2. Emphasize experience, knowledge, or a unique perspective

31. Preview Main Points
1. Let the audience know what your main points are and the order in which you will address them.
2. Previewing the main points helps the audience mentally organize the speech

32. Motivate the audience
Make the topic relevant and establish your credibility as a speaker.

33. Conclusions
Signal the audience you are concluding: verbally and nonverbally
Summarize key points
Reiterate the topic and purpose
Challenge the audience to respond: what they learned, a change in beliefs, or a call to action.
Make the conclusion memorable: use intro technique or go full circle.