1. University of Northern IA
Presentation prepared by:
Marilyn Shaw
University of Northern IA
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2. Chapter 12 Persuasive Speaking
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3. The Goal of Persuasive Speaking
Persuasion is defined as a process involving both verbal and nonverbal messages, that attempt to reinforce or change listeners’ attitudes, beliefs, values, or behaviors.
Adoption asks listeners to demonstrate their acceptance of attitudes, beliefs, or values by performing the behavior suggested by the speaker.
Discontinuance asks listeners to demonstrate their alteration of an attitude, belief, or value by stopping the behavior.
Deterrence asks listeners to demonstrate their acceptance of an attitude, belief, or value by avoiding it.
Continuance asks listeners to demonstrate their acceptance of an attitude, belief, or value by continuing to perform the behavior.
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4. Topics for Persuasive Speeches
Current and controversial subjects are especially adaptable for persuasive speaking.
Select a topic you are interested in or know something about.
Select a subject that is worthwhile and of potential concern to the audience.
Select a topic with a goal for influence or action.
Select an issue that is current.
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5. Questions for the Listeners
Questions of Fact
Asks what is true and what is false.
Questions of Value
Asks if something is good or bad, desirable or undesirable.
Values are relatively long-lasting ideals that guide behaviors.
Questions of Policy
Goes beyond seeking a judgmental response to seeking a course of action.
Photo chapter 12, p.331
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6. Persuasive Claims Ethos Logos Pathos
Speaker’s character as perceived by the listeners.
Logos
The substance of the speech or the logical appeals the speaker makes.
Pathos
The speaker’s evoking of appropriate emotion from the listeners.
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7. Toulmin’s Model for Everyday Argument
What the persuader wants or hopes will be believed, accepted, or done. (Fact, value, or policy)
Claim
Data
Evidence—the supporting materials that should influence the listener.
Warrant
The relationship between the claim and the data.
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8. Establishing Credibility (Ethos)
Competence
Amount of knowledge, degree of involvement, and extent of experience you display.
Character
Trustworthiness
Ethics
Charisma
Appeal or attractiveness that the audience perceives in the speaker.
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9. Becoming Effective Consumers of Persuasion
As listeners, we have both the right and the responsibility to take in accurate, reliable, and worthwhile information.
Listen carefully to the message
As these questions:
Is the speaker knowledgeable?
What are the sources the speaker used?
Are the sources reliable?
Is the evidence worthwhile?
Can I believe the evidence?
Where could I get additional information?
Does the argument seem logical?
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10. Preparing and Developing a Persuasive Speech
Researching the Topic
Organizing the Speech
Supporting Materials
Persuasive Strategies
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11. Patterns of Organization
Specifically developed for persuasive speaking that combines logic and practical psychology.
Five steps area involved: attention, need, satisfaction, visualization, and action.
Monroe’s Motivated Sequence
Speaker first explains the causes of an event, problem, or issue and Typically a causal pattern contains only two main points: first, the cause, and second, the effect.
However, you can have multiple causes for a single effect, or a single cause with multiple effects.
then discusses its consequences.
Cause-Effect
Organizes main points to show the nature or significance of the problem and to provide justification for the solution
The simple design includes two main points: problem and solution.
The complex design breaks down the problem into multiple points and provides solutions that have been tried and failed, as well as, the new proposed solution.
Problem Solution
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12. Supporting Materials Appeals to Needs Logical Appeals
Physical needs
Safety needs
Self-esteem needs
Logical Appeals
Use of evidence and proof
Deductive reasoning
Inductive reasoning
Causal reasoning
Reasoning by analogy
Emotional Appeals
Play on feelings
Rhetorical Sensitivity
Being aware of the audience, the situation, the time limits, and what listeners are willing and want to hear.
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13. Supporting Material Appeals to needs – Maslow’s Hierarchy of Needs
Copyright © Allyn and Bacon 2008

14. Logical Appeals
Deductive reasoning : from general information to a specific conclusion
Inductive reasoning: moving from specific information to general conclusions
Causal reasoning: sequence of thought that links causes with effects
Reasoning by analogy: compares similar things or circumstances in order to draw a conclusion

15. Supporting Material Emotional appeals Fear, happiness
Can sway people to do things that might not be logical
Ethics demands that we use emotions with care
Speaker should be careful, fair, truthful
Copyright © Allyn and Bacon 2008

16. Fallacies in Argument Development
Fallacies of Reason
Questionable Cause
Ad Hominem
Fallacies of Evidence
Fact Versus Opinion
Red Herring
Hasty Generalization
Post Hoc Fallacy
Either-Or Reasoning
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17. Evaluating the Persuasive Speech
Topic
General Requirements
Audience Analysis
Supporting Materials
Organization
Delivery
Language Choice
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