1. Persuasive Speaking

2. Persuasive Speech
A speech the goal of which is to influence the attitudes, values, beliefs, or behavior of the audience.
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3. Three Focuses of Persuasion
Question of Fact
Question of Value
Question of Policy

4. Question of Fact
This refers to something that we can know to be either true or false, but right now we can argue about it. 

5. Question of Fact
Examples include historical controversy, predictions, or questions of existence. 
Examples:  "To persuade my audience that the Green Bay Packers will win the Superbowl." 
"To persuade my audience that stocks will continue to rise." 
"To persuade my audience that Oswald acted alone when assassinating President Kennedy." 
"To persuade my audience that T.V. violence causes real world violence."

6. Question of Value
Here is where we argue something is right or wrong, moral or immoral, or better or worse than another thing. 

7. Question of Value Examples:
"To persuade my audience that it is wrong to drive over the speed limit." 
"To persuade my audience that Pepsi is better than Coke." 
"To persuade my audience that it is better to live together before marriage."

8. Question of Policy
Here is where we argue that some action should or should not be taken.
The form is always: "To persuade my audience that X should do Y."
All Question of Policy speeches need to have a thesis statement set up in this way
X = institution making change Y=change

9. Question of Policy Examples:
"To persuade my audience that the government should socialize healthcare." 
"To persuade my audience that PBSC should decrease tuition." 
"To persuade my audience that they should donate blood."

10. Question of Policy Passive Agreement Personal Action
A Question of Policy aims for one of two things:
Passive Agreement
Asking audience to agree with a policy in which they need to take no direct action to do so
Personal Action
Asking audience to agree with policy in which immediate action needs to be taken on their part

11. Question of Policy Passive Agreement Examples:
To persuade my audience that there should be tougher enforcement of laws to protect the victims of domestic abuse.
To persuade my audience that college athletes should not receive as many scholarships.
To persuade my audience that the federal government should impose a ban on all advertising for cigarettes and other tobacco products.

12. Question of Policy Personal Action Examples:
To persuade my audience to participate in intramural athletics.
To persuade my audience to volunteer as literacy tutors.
To persuade my audience to vote in the next presidential election.
To persuade my audience to give blood through the Red Cross.
To persuade my audience to sign a petition for longer library hours.

13. Examples of Persuasive Goals
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14. Persuasive Analysis and Structures
Once you have chosen a topic, your next task is to analyze it and prepare for your research.
You will use the traditional concepts that persuaders have used for centuries to argue for change in the status quo.

15. Persuasive Analysis and Structure
Status Quo – what currently exists
Arguing that only men and women should be able to get married is not against the status quo.
Need to change it to legislation should be put into place that bans states from allowing same sex marriage
Cannot argue that we need to leave Afghanistan
Must change argument to reverse course and continue to stay

16. What Question is This?
It is better to not be abstinent before marriage
Palm Beach State should increase funding for clubs
All students should donate blood at least once
The U.S. should legalize marijuana
The death penalty is morally wrong
Everyone should make a Facebook page

17. Topics Remember the same components apply: Must consider relevancy
Is this an issue that is current and needs to be resolved?
Must consider audience
Does this affect them?
Must consider assignment
Am I clearly taking a persuasive stance?
Is there enough material to speak on this topic
Will it be something both my audience and I will be interested in?

18. Topics
Due to the fact that certain topics are either overdone or spark to much controversy these topics cannot be done:
Abortion
Legalization of Marijuana
Prostitution
Lowering the Drinking Age
Same Sex Marriage

19. The Elaboration Likelihood Model
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20. Which Route? The choice of the central or peripheral
route depends on how important we
perceive the issue to be.
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21. ELM and Attitudes
Central processing tends to create attitudes that are less likely to change.
Peripheral processing creates attitudes that are more likely to change.
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22. ELM and Attitudes Process information in two ways
Central route: more intense, time-consuming, and mentally challenging
Peripheral route: a shortcut that relies on simple cues
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23. ELM and Attitudes Characteristics of central route processing
If the issue is more important to us, we take the central route
We are less likely to change our minds when we form attitudes as a result of central route processing, as beliefs are more strongly held
Persuaded by sound reasons and critical analysis
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24. ELM and Attitudes Characteristics of peripheral route processing
If the issue is less important to us, we take the peripheral route
We are less committed to attitudes formed using the peripheral route
Persuaded by more emotional appeal coming from a credible source
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25. Proposition Consider writing persuasive speech goals as propositions
A declarative sentence that clearly indicates the speaker’s position on the topic
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26. Tailoring Propositions
Opposed audience – seek incremental change.
Neutral audience
Uninformed – provide basic arguments
Impartial – provide more elaborate arguments.
Apathetic – find ways to personalize the topic
In favor – reinforce and strengthen beliefs.
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27. Types of Arguments
Example
Analogy
Causation

28. Types of Arguments Arguing from example: “Tom studies and got an A.”
Were enough instances cited so that listeners understand that they are not isolated or handpicked examples?
Were the instances typical and representative?
Are the negative instances really atypical?
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29. Types of Arguments Arguing from analogy:
“Kids who watch violent programs on TV are more aggressive than kids who don’t.”
Are the subjects really comparable ?
Are any of the ways that the subjects are dissimilar important to the conclusion?
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30. Types of Arguments
Arguing from causation: “Fewer Americans are buying homes this year because of high unemployment.”
Are the events alone enough to cause the stated effect?
Do other events accompanying the events cited actually cause the effect?
Is the relationship between causal events and effect consistent?
If the answer to one of these questions is “No,” the reasoning is not sound.
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31. Negative Emotions
Negative emotions are disquieting and force the audience to look for ways to eliminate the discomfort.
Example: One out of every three Americans age 18 and older has high blood pressure. Look at the person on your right; look at the person on your left. If they don’t get it, chances are you will.
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32. Positive Emotions
Negative emotions will lead audience to look for ways to sustain that feeling.
Imagine you are an Olympian who has won your event and now stands on the podium with a medal around your neck as they play your national anthem.
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33. Increasing Credibility
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34. Motivating the Audience
Motivation – forces acting on or within an organism to initiate and direct behavior.
Incentives – a reward promised if a particular action is taken or goal is reached.
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35. Meeting Needs
When you can tie the incentives that accompany your proposal with unmet audience needs, you increase the likelihood that the audience will take the action you are proposing.
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36. Maslow’s Hierarchy
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37. Patterns for Persuasive Speeches
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38. Organizing Patterns LO7
Statement of reasons – attempts to prove propositions of facts by presenting the best supported reasons in a meaningful order.
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39. Organizing Patterns LO7
Problem-solution – attempts to argue that a particular problem can be solved by implementing the recommended solution.
Problem-cause-solution – similar to problem- solution pattern, but has a main point about the causes of the problem.
Motivated sequence – combines pattern-solution pattern with explicit appeals designed to motivate the audience to act.
© 2011 Cengage Learning

40. Patterns of Organization
Question of Policy: Personal Action  Monroe’s Motivated Sequence
Five Parts:
Attention
Need
Satisfaction
Visualization
Action
only three main points.

41. Monroe’s Motivated Sequence
Attention: Create a narrative that illustrates the problem
Need: Illustrate and prove the problem
Satisfaction: Plan to solve problem (what audience has to do)
Visualization: Go back to narrative and change the story to reflect your audience taking on the plan
Action: Tell your audience how they can take on the plan

42. Five Steps In the Introduction use the scenario of a heart attack
ATTENTION
In the Introduction use the scenario of a heart attack
NEED:
I. We have a problem with heart disease and heart failure in America.
A. Every year thousands of Americans die from heart attacks.
B. Only a small part of the population knows how to save someone who is suffering from a heart attack.
SATISFACTION:
II. If more people were trained in CPR more lives could be saved.
A. You can get trained in CPR by attending a Red Cross class.
B. You can get trained in CPR here on campus.

43. Five Steps VISUALIZATION: ACTION:
III. Once you are trained in CPR, you can save a life.
A. Let's look again at the opening scenario.
B. Statistics show that communities that have a large percentage of the population CPR certified have lower rates of death from heart attacks.
ACTION:
In the conclusion
Call to the audience to get trained in CPR
Sign up for classes

44. Persuasive Speaking

45. Rhetorical Situation
Speaker
Message
Audience

46. The Medium is the Message
a phrase coined by Marshall McLuhan meaning that the form of a medium embeds itself in the message, creating a symbiotic relationship by which the medium influences how the message is perceived.
A message is effected by
How something is being stated
the approach of the speaker
the ethos of the speaker
the relationship the speaker has with the audience

47. Medium
Example: If Rush Limbaugh was speaking to a crowd of staunch democrats, would anyone really listen?
You need to remember who you are speaking to and how the audience feels about your topic.

48. Developing an Effective Persuasive Message: CRAB
Create a bond with audience by establishing commonality
Recognize that not everyone agrees with your position
Acknowledge issues the audience may have with your position
Be respectful of the position switch

49. Issue: Healthcare/Unions
Applying CRAB
Issue: Healthcare/Unions
C : Create bond
R: Recognize Disagreement
A: Acknowledge Issues
B : Be Respectful

50. Issue: Religious organizations to cover contraceptives
Applying CRAB
Issue: Religious organizations to cover contraceptives
C : Create bond
R: Recognize Disagreement
A: Acknowledge Issues
B : Be Respectful

51. Would You Rather ?
You and your partner will be given two different worst case scenarios
Each of you will pick a side and then come up with a short impromptu speech that convinces the audience that your option is better
Make sure to use one of the three types of arguments:
Example
Analogy
Causation

52. Would You Rather . . . ? Have your child’s guidance counselor be
Paula Abdul OR Simon Cowell?
Walk like a runway model all the time OR
automatically revert to jazz hands every time your hands are not in use?
Have Twizzlers for hair
Sharpie markers for fingers?

53. Would You Rather . . . ? Have permanently lathered hair OR
only be able to move around by moon walking
Be compelled to sign off every phone conversation with “Ain’t no thang”
Invariably tag on “My Liege” at the end of every sentence?

54. Would You Rather . . . ? A suit made of armor OR
clothes made of saran wrap?
Always have to wear the clothes of an 80 year old
an 8 year old?
Only hear words spoken by women
By men?

55. Would You Rather ?
Spend an 18 hour car ride with Spencer from the Hills OR
Richard Simmons
Spend an 18 hour car ride with Dr. Phil
Britney Spears
Be forces to cough “boring” during a wedding OR
wear an oversized hockey jersey and a foam “number 1” hand to a funeral

56. Would You Rather ?
Would you rather live in Phantom of the Opera OR
High School Musical?
All presidential debates be conducted via battle rap OR
via ultimate fighting?
Be judged by Project Runway judges every morning before you leave for work
Have every meal you make judged by the judges on Top Chef?

57. Would You Rather . . . ? Be Lady Gaga OR Be Marilyn Manson
Be Ozzy Osbourne  OR Be Justin Bieber 
Be a boy  OR Be a girl

58. Pop Quiz

59. Rules Each team that gets a question right wins one point
If a team cannot answer the question the first team that raises their hand gets to answer the question
The question can be stolen by any team until it is answered correctly
The team that wins gets 3 extra credit points on the next speech and gets first choice of their speech timeslot

60. Question 1
What are the three questions of persuasion?

61. Question 2
What is question of value?

62. Question 3
What is question of policy?

63. Question 4
What are a speakers two options (when considering the audience) for question of policy?

64. Question 5
What type of speech structure is ALWAYS used for personal action?

65. Question 6 What are the steps of Monroe’s Motivated Sequence?
Attention, Need, Satisfaction, Visualization, Action

66. Question 7
What are the two routes one can used when persuading?

67. Question 8
Name the different types of audiences you will encounter when giving a persuasive speech?

68. Question 9
What are the three methods for creating an argument?

69. Round Two
In this section you will be given an actual student example topic
Need to identify good and/or bad aspects
Does the structure match? Is the topic creative? Specific? Clear? Something the audience already knows about? Is it even a persuasive topic?

70. Topic: Television being a positive influence on children?
Type: Personal Action
Pattern of Organization: Problem solution
Specific Purpose: To persuade the audience that television can be a positive influence on children.
Central Idea: Many people question television as being a bad influence on children, but by providing examples and studies of children learning from television it may change peoples idea. .

71. Topic: Gun Control
Type: Question of Policy/Personal Action
Pattern of Organization: Monroe’s Motivated Sequence
Specific Purpose: To persuade my audience that a nationwide right to possession law would actually lower the crime rate and help the country
Central Idea: That people should recognize the need for nationwide gun control.

72. Type: Question of Policy à Personal Action
Topic: Lower the Drinking Age to 18
Type: Question of Policy à Personal Action 
Pattern of Organization: Monroe’s Motivated Sequence
Specific Purpose: To persuade my audience that the drinking age should be lowered to 18.
Central Idea:  We can solve this dilemma through active protesting and showing a great distaste for the current policy.

73. Topic: Sport enhancing drugs should be legalized
Type: Question of Policy- Passive Agreement
Pattern of Organization- Problem/Cause agreement
Specific Purpose- To persuade my audience that performing enhancing drugs should be legalized because from a medical standpoint, they aren’t as bad as the media perceives
Central Idea- The news and media claim that anabolic steroids are bad for people, but just like any drug, it’s only bad when it is misused. Studies show that anabolic steroids are used for medical conditions like HIV, hormone deficiencies, and cancer.

74. Topic: Wearing Seat Belts
Type: Question of Policy à Personal Action
Pattern of Organization: Problem Solution
Specific Purpose: To persuade my audience that they should wear seat belts when driving or riding in a car with someone.
Central Idea:  We can save a lot more life’s in accidents by simply using or wearing a seat belt when you are out on the road.

75. Topic: It is not a good idea to live together before marriage.
Type: Question of Value
Pattern of Organization: Monroe’s Motivated Sequence
Specific Purpose: To persuade my audience that it is worse to live together before marriage.
Central Idea:  The probability of living together before marriage and actually getting married after living together is very low.

76. Outline Workshop
If you cannot answer the question, or the answer is no, then list how to fix the problem. 
What is the question? Is the question appropriate?
Is it in the form of a declaration? Is the declaration narrow and focused?
Has relevancy been established? Does the speech establish ethos?
Does the speech implement CRAB?
Is the topic appropriately persuasive and clear?
Is the correct organizational format used? Is the format followed correctly?

77. Outline Workshop Are transitions listed? What are they?
Do the points relate to the argument?
Are the points backed up?
Is there enough research?
Is the research credible? Is it verbally cited?
Does the speech prove its argument? How or how not?
What are the major issues in this speech?
What is your overall impression of this speech?