Chapter 15 Public Speaking The Persuasive Speech Persuasive Speaking Persuasion is the process of influencing attitudes and behaviors what is in it for you most ppl will take action if they know how they will benefit Persuasive speech intended to influence the opinion or behavior of an audience Speech of conviction speaker is attempting to encourage the listener to believe as the speaker does Speech of actuation should move the members of the audience to take the desired action that the speaker has proposed ex buy the product go on strike sign the petition The Process of Persuasion Basis process centers on making a claim then backing up the claim with reasons and emotional appeals that will lead listeners to accept the claim must analyze the audience and develop arguments with appeal to achieve this Theory of field related standards proposes that not all ppl reach conclusions in the same way and thus may react differently to the same evidence or psychological material therefore you should include as many appeals as you can Group norm standards the general thinking of a particular group Individual norm standards proposes that being on the side of or getting the backing of the person or persons with power may be a strong tool to influence the group s members to side with your stand Develop arguments that encourage listeners to believe that the solution plan of action or cure are the best use critical thinking and comparative advantage reasoning o Critical thinking establish criteria and then match the solutions with the criteria o Comparative advantage reasoning begin by stating possible solutions then demonstrate how the proposal is the most workable desirable and practical pros cons Persuasive Strategies Elaboration Likelihood Model theorizes that if the issue being discussed is one that the listener has encountered before is interested and involved in and enjoys thinking about then he is more likely to engage in paying attention to and maybe processing the persuader s arguments Values US Americans live by page 389 Principle of liking principle of reciprocity principle of social proof principle Social support can persuade ppl we are all in this together of consistency principle of authority principle of scarcity Role of Influence in Persuasion Coercion takes place when the listener perceives that he or she has no choice but to accept what the speaker proposes Psychological appeals aimed at emotionally stirring audience members to action Repeated exposure to messages Amoral neither good nor bad Classical Components of the Persuasive Message Ethos speaker credibility speaker should have competence charisma character o Competence through experience refers to the wisdom authority and knowledge a speaker demonstrates demonstrate you know what you are talking about have personal experience with topic o Competence by authority build on someone else s knowledge quote recognized experts in the topic o Charisma aka appealing concerned enthusiastic sincere compelling and have ability to entice others o Character reputation honesty sensitivity Logos logical arguments Pathos psychological appeals Logical Arguments Structure of logical arguments o A clear statement of the purpose of the speech so the audience knows where it is going good reasoning reference to credible sources arguments that follow a clear structure absence of false facts partial info biased stands o Proposition of fact states the existence of something in the past present or future by offering the reasons why the proposition should be believed o Proposition of value offers an evaluation of a person place or thing have good bad right wrong o Proposition of policy is the most commonly used persuasive method centers on stating that something should or should not be done o Inductive argument is based on probability what conclusion is expected or believed from the evidence moves from specific to general Generalization conclusion a number of specific instances are examined from these you try to predict a future occurrence Hypothesis conclusion a hypothesis is used to explain all the evidence o Deductive argument based on logical necessity general to specific Categorical syllogism an argument that contains premises and a conclusion usually takes the form of an enthymeme in which a premise usually is not directly stated Disjunctive argument an either or argument in which true alternatives must be established Conditional argument sets up an if then proposition Most persuasive form of supporting material evidence testimony from experts statistics specific instances Reasoning fallacies material that contains logical flaws o No analogy stating that one idea or action is the same as another action or idea is ever totally true o Speaker uses irrelevant arguments to obscure the real issue can attack personal character of someone related to the issue o Speaker claims without qualification that something caused something else o Passion not related to the issue can override reasoning o Trying to prove the statement is true bc it cannot be disproved The Role of Emotions in Persuasion Audiences are very swayed by emotional appeals Psychological Appeals Maslow s hierarchy of human needs o Physiological needs safety needs acceptance needs esteem needs self actualization needs Ethnographic theory of human drives proposes that survival of species pleasure seeking security and territoriality must be satisfied o Survival of the species used to appeal to the physical and psychological safety of the person and his family o Pleasure seeking center on the idea that ppl spend a great deal of their lives seeking happiness o Security means keeping things on an even keel in balance under control o Territoriality mark off and defend territory Appeals to motivate listeners o Anger fear guilt happiness health hero worship humor loyalty nostalgia revulsion disgust safety savings sex sympathy Structure of the Persuasive Message Use problem solution arrangement speaker identifies what is wrong and then presents the cure recommendation for its cure You can either place the strongest argument first so it will have the greatest impact or last to ensure that listeners retain it Use Monroe s motivated sequence 5 step persuasive message o The attention step is the first section of the introduction o The need problem is developed in the first section of the body of the o The second section of the speech body is the satisfaction plan of o Third section of the body is the
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