1. Chapter Twenty-Four The Persuasive Speech

2. Chapter Twenty-Four Table of Contents zWhat Is a Persuasive Speech? zThe Process of Persuasion zClassical Persuasive Appeals zContemporary Persuasive Appeals zA Plan for Organizing Persuasive Speeches: Monroe’s Motivated Sequence*

3. What Is a Persuasive Speech? zPersuasion yThe process of influencing attitudes, beliefs, values, and behavior zPersuasive speaking ySpeech that is intended to influence the beliefs, attitudes, values, and acts of others*

4. What Is a Persuasive Speech? zPersuasive speeches: yAttempt to influence audience choices yLimit alternatives ySeek a response*

5. What Is a Persuasive Speech? Persuasive Speeches Attempt to Influence Audience Choices zUnlike informative speeches, the goal of a persuasive speech is not to increase understanding and awareness; it is to influence audience choices. zThis influence can vary from slight shifts in opinion to wholesale changes in behavior.*

6. What is a Persuasive Speech? Persuasive Speeches Limit Alternatives zIssues that call for a persuasive speech will have at least two viewpoints. zRather than ignoring other viewpoints, persuasion seeks to weigh the alternatives to demonstrate that one alternative is ultimately preferable.*

7. What is a Persuasive Speech? Persuasive Speeches Seek a Response z“Perspective taking” yLeading the audience to a perspective that is the speaker’s*

8. The Process of Persuasion zWhen you speak persuasively, you try to guide the audience to adopt a particular attitude, belief, or behavior that you favor.*

9. The Process of Persuasion zTo influence your listeners you must understand how their attitudes, beliefs, and values might affect the way they view your position. zNo matter how well you analyze your audience or present your ideas, audiences seldom respond immediately or completely to a persuasive speech.*

10. The Process of Persuasion zMake your message personally relevant to the audience. zShow how the change will benefit them. zHave a strong attitude. zSpeakers who seek minor changes are more effective than those who seek major ones. zPresent yourself as truthful.*

11. The Process of Persuasion zConvince your audience that a change will make them feel satisfied and competent. zBe moderate in your position. zListeners must be assured they will be rewarded if they listen to you.*

12. Classical Persuasive Appeals zAccording to Aristotle, persuasion could be brought about by the speaker’s use of rhetorical proof. zRhetorical proof yThree modes of persuasion: the nature of the message, the audience’s feelings, and the personality of the speaker*

13. Classical Persuasive Appeals zLogos: Appeals to Audience Reason zPathos: Appeals to Audience Emotion zEthos: Appeals to Speaker Character*

14. Classical Persuasive Appeals: Logos: Appeals to Audience Reason zMany persuasive speeches focus on serious issues requiring considerable thought. zLogos yRefers to persuasive appeals directed at the audience’s reasoning on a topic*

15. Classical Persuasive Appeals: Logos: Appeals to Audience Reason zSyllogism yA three-part argument consisting of a major premise or general case, a minor premise or specific case, and a conclusion zEnthymeme yA syllogism stated as a probability instead of an absolute; states either a major or minor premise but not both*

16. Classical Persuasive Appeals: Pathos: Appeals to Audience Emotion zPathos involves an appeal to audience emotion.*

17. Classical Persuasive Appeals: Pathos: Appeals to Audience Emotion zSuccessful public speakers should be able to identify and appeal to the following emotions in their listeners: yAnger and meekness yLove and hatred yFear and boldness yShame and shamelessness*

18. Classical Persuasive Appeals: Ethos: Appeals to Speaker Character zEthos yThe nature of the speaker’s character plays an important role in how well the audience listens to and accepts the message*

19. Classical Persuasive Appeals: Ethos: Appeals to Speaker Character zElements of an appeal based on ethos : yGood sense or competence xThe speaker’s knowledge of and experience with the subject matter yMoral character xReflected in the manner in which a speaker presents an argument yGoodwill xAn interest and concern for the welfare of the audience*

20. Contemporary Persuasive Appeals zWhile classical modes of persuasion are as useful today as they were two thousand years ago, current theories expand upon Aristotle by considering audience needs, rationales for choice, and ways of processing information.*

21. Contemporary Persuasive Appeals zMotivating Listeners: yBy Appealing to Their Needs yBy Appealing to the Rationales for Their Behavior yBy Making the Message Relevant to Their Concerns yThrough Speaker Credibility*

22. Contemporary Persuasive Appeals: Motivating Listeners by Appealing to Their Needs zAppealing to audience needs is one of the most commonly used strategies for motivating people. zAbraham Maslow’s hierarchy of needs yA set of five basic needs ranging from the essential life-sustaining ones to the less critical self-improvement ones*

23. Contemporary Persuasive Appeals: Motivating Listeners by Appealing to the Rationales for Their Behavior zMaslow’s Hierarchy: yPhysiological needs include needs for water, food, and air. ySafety needs relate to feelings of security. ySocial needs refer to the desire for meaningful relationships with others. ySelf-esteem needs reflect our desire to feel good about ourselves. ySelf-actualization needs refer to reaching your highest potential.*

24. Contemporary Persuasive Appeals: Motivating Listeners by Appealing to the Rationales for Their Behavior zExpectancy-Outcome Values Theory yMaintains that people consciously evaluate the potential costs and benefits (or value) associated with taking a particular action*

25. Contemporary Persuasive Appeals: Motivating Listeners by Appealing to the Rationales for Their Behavior zTo put the theory into practice you must seek out the listener’s: yAttitude about the behavior you are proposing to change. yFeelings about the consequences associated with the behavior. yBelief of what other people think of the behavior, and the listener’s willingness to comply with those beliefs.*

26. Contemporary Persuasive Appeals: Motivating Listeners by Making the Message Relevant to Their Concerns zElaboration Likelihood Model yA theory that suggests people process persuasive messages by one of two mental routes (central processing or peripheral processing), depending on their degree of involvement in the message*

27. Contemporary Persuasive Appeals: Motivating Listeners by Making the Message Relevant to Their Concerns zCentral Processing yListeners who are influenced primarily by the strength and quality of a speaker’s argument zPeripheral Processing yListeners who are more likely to be influenced by non-content issues, because they find the message too complex or irrelevant*

28. Contemporary Persuasive Appeals: Motivating Listeners through Speaker Credibility zThese speaker-based factors (referred to as credibility) have been identified as affecting the outcome of persuasive speeches: yExpertise yTrustworthiness ySpeaker similarity yPhysical attractiveness*

29. Contemporary Persuasive Appeals: Motivating Listeners through Speaker Credibility zAlthough expertise does not necessarily mean you are an authority, you need a sufficient amount of knowledge and experience to be able to help an audience better understand and accept an idea.*

30. Contemporary Persuasive Appeals: Motivating Listeners through Speaker Credibility zAudiences who perceive a speaker as trustworthy regard the communication as more credible.*

31. Contemporary Persuasive Appeals: Motivating Listeners through Speaker Credibility zSpeaker Similarity yInvolves listeners’ perceptions of how similar the speaker is to themselves zGenerally, audience members are more likely to respond to a speaker they perceive to be like them, but there are exceptions.*

32. Contemporary Persuasive Appeals: Motivating Listeners through Speaker Credibility zUse these guidelines to determine how much “speaker similarity” you should convey in your speech: yFor speeches that involve a lot of facts and analysis, play on whatever amount of expertise you can summon up. zFor those that concern matters of a more personal nature, it is best to emphasize your commonality with the audience.*

33. Contemporary Persuasive Appeals: Motivating Listeners Through Speaker Credibility zPhysical attractiveness of the speaker can both help and hurt an argument. yEither way, a fully developed persuasive speech should succeed with or without the need for the speaker to look a certain way.*

34. A Plan for Organizing Persuasive Speeches: Monroe’s Motivated Sequence zDeveloped by Alan Monroe, Monroe’s Motivated Sequence provides an organizational pattern for planning and presenting persuasive speeches.*

35. A Plan for Organizing Persuasive Speeches: Monroe’s Motivated Sequence zStep 1: Attention zStep 2: Need zStep 3: Satisfaction zStep 4: Visualization zStep 5: Action*

36. A Plan for Organizing Persuasive Speeches: Monroe’s Motivated Sequence: Step 1: Attention zA persuasive speech should begin by getting the audience’s attention. zThis step addresses core concerns of the audience, making the speech highly relevant to them.*

37. A Plan for Organizing Persuasive Speeches: Monroe’s Motivated Sequence: Step 2: Need zThe need step isolates and describes the issue to be addressed in the speech. zIf you can show the audience that they have an important need that must be satisfied or a problem that must be solved, they have a reason to listen to your propositions.*

38. A Plan for Organizing Persuasive Speeches: Monroe’s Motivated Sequence: Step 3: Satisfaction zThe satisfaction step identifies the solution. zThis step offers the audience a proposal to reinforce or change their attitudes, beliefs, and values regarding the need at hand.*

39. A Plan for Organizing Persuasive Speeches: Monroe’s Motivated Sequence: Step 4: Visualization zThe purpose of the visualization step is to carry the audience from accepting the feasibility of your proposal to seeing how it will actually benefit them. zThis step invokes needs of self-esteem and self-actualization.*

40. A Plan for Organizing Persuasive Speeches: Monroe’s Motivated Sequence: Step 5: Action zThe action step involves making a direct request of the audience to act according to their acceptance of the message.*