I II COMM FINAL STUDY GUIDE Chapter 16 Persuasive Public Speaking Persuasive Speaking A Persuasion process of influencing attitudes and behaviors B Persuasive speaking intended to influence the opinion or behavior of an audience the speaker does C Speech of conviction speaker is attempting to convince the listener to believe as D Speech of actuation move the members of the audience to take the desired action that the speaker has proposed i e buy the product go on strike etc Process of Persuasion A Basic process of persuasion centers on making a claim then backing up the claim w reasons and emotional appeals that will lead listeners to accept the claim B Theory of field related standards 1 Not all people reach conclusions in the same way and thus may react 2 differently to the same evidence or psychological material Include as many appeals as you can to cover the various thought processes of members of your audience C Group Norm Standards 1 Thinking of a particular group used as a guide for developing arguments 2 Ex talking to union show how change will benefit union members D Individual Norm Standards being on the side of or getting the backing of that person or persons may be a powerful tool to influence the group s members to side w your stand E Methods to Accomplish Persuasive Goal 1 Critical Thinking establish criteria and match the solutions w the criteria 2 Comparative advantage reasoning a Begin by stating possible solutions b Demonstrate how the proposal is the most workable solve desirable does not cause further harm and practical c Establish why your particular proposal has fewer disadvantages than any other 3 Monroe s Motivated Sequence a Attention get the listener to focus on your message b Need identify a problem and show how it relates to the listener c Satisfaction propose a plan of action that will meet the need that has been d Visualization describe the beneficial results when the plan is identified implemented e Action challenge the listeners to do as required f Set up like a traditional speech structure III Persuasive Strategies A Many listeners are skeptical of what they hear B Persuaders are hard pressed to know how best to get peoples attention and how to target appeals that will lead to desired responses C Personal involvement a person who has something at stake will be most likely to be persuaded by a message that solves a personal problem gives advice on how to fulfill a desire or need feel better etc should have relevance to the listener D Elaboration Likelihood Model 1 Used to explain how listeners process persuasive message 2 If the issue being discussed is one that the listener has encountered before and interested in more likely to engage in the arguments E May be persuaded because the message resonates w his or her values or things she believes in F Long term staying power of a message depends on how the appeal resonates w the individual and the degree to which the individual perceives that he or she has the support of others social support G Principle of liking find a common bond w audience H Principle of reciprocity give what is you want to receive in return I Principle of social proof people follow the lead of those similar to them use examples of peers to reinforce your efforts J Principle of consistency people make their commitments if they are based on voluntary choices K Principle of authority people defer to experts L Principle of scarcity people want more of what they have less of limit the opportunities to act so they can get more of a scare commodity IV Role of Influence in Persuasion A Coercion attempt to change behavior that relies on force results when the listener perceives that he or she has no choice but to accept what the speaker proposes B Psychological appeals aimed at emotionally stirring audience members to action fear hatred social pressure and etc audiences perform acts they wouldn t do if they weren t emotionally stirred i e Hitler C Persuasion accomplished by repeated exposure to messages systematically expose listeners to a message D Persuasive communication strategies are amoral neither good nor bad E Way in which strategies are used deals w morality Components of Persuasive Message A Speaker Credibility Ethos V 1 Reputation prestige authority as perceived by the listeners 2 If a listener you dislike mistrust or question the honesty of the person she or he will have a hard time persuading you 3 Competence a Wisdom authority knowledge b Must demonstrate you know what you are talking about c Show familiarity w the material d Build off someone else s knowledge quote experts e Establish qualifications of sources f Connect yourself w the topic 4 Charisma a Developed by reputation honesty and sensitivity b Positively perceived speakers often find audiences receptive to their messages c Speakers who are viewed negatively need to try to alter their listeners beliefs by emphasizing qualities about themselves that audiences respond to positively d Sometimes speakers can change the attitudes of audience members who disagree w their views by directly taking on the issues of disagreement and asking listeners to give them the chance to be heard B Logical Arguments must make sense 1 Audiences look for logical connections in the messages they are receiving it 2 Use of logic isn t universal important to Western world 3 Arabic and Hispanic audience basic method of conveying information is through the use of stories that illustrate the point being made but don t necessarily directly state the conclusion to be reached 4 Recognize that cultural adjustments may be necessary 5 Structure of logical arguments a Clear statement of the purpose of the speech b Reasons that you believe or want the audience to believe in the proposal c Reference to credible sources if you aren t an expert d Arguments that follow a structure and develop the main points e Statement of the desired outcome stand or action f Absence of false facts partial information and biased stands g Proposition of fact states the existence of something in the past present or future by offering the reasons why the proposition should believed e x Ravens will win the Super Bowl h Proposition of value offers an evaluation of a person place or thing something good or bad right or wrong i Proposition of policy most commonly used persuasive method centers j on stating something that should or shouldn t be done Inductive argument what conclusion is expected or believed from the evidence the
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