Speech Final Review Outline of Chapters The Persuasive Speech behavior receiver and the message Persuasion the process of trying to get others to change their attitudes or Effective persuasion occurs when the focus is shared between the sender Change can occur when persuasion takes place Persuasion is the process that occurs when a communicator sender influences the values beliefs attitudes or behaviors of another person receiver Influence the power of another person or thing to affect others to produce effects without the presence of physical force o Implies a degree of control over thinking emotions and actions of others o Social influence when a person s values beliefs attitudes or behaviors are changed because of the behavior or presence of a person individuals a group or groups or society Motivation the stimulation or inducement that causes you to act Ethical Persuasion o Ethics conforming to acceptable and fair standards of conduct o If an audience doesn t perceive you as ethical your speech will fail o Ethical principles 1 Treat your audience with respect 2 Take care not to distort or exaggerate your facts 3 Avoid lying or name calling 4 Avoid suppressing information refute opposing views 5 Tell your audience if you have something to gain personally Values Beliefs and Attitudes from the speech o Values the ideas we have about what is good and what is bad and how things should be Instrumental values guide people s day to day behavior Loyalty honesty friendliness courage kindness cleanliness thrift and responsibility Terminal values final goals that are or are not worth attaining Freedom world peace family security Are not likely to change from a persuasive speech o Beliefs statements of knowledge opinion and faith Our values usually determine our beliefs Beliefs are easier to change than values o Attitudes predispositions to respond favorably or unfavorably toward a person subject or situation Why persuasion is challenging o You have to make your persuasive message stand out among all the others o Persuasion tends to work slowly over time o It is unlikely for a single speech to change our strongest feelings o People are lazy and don t want to change their routine o A threat to freedom don t like to be told what to do Strategies of Persuasion o Determine your purpose specific purpose To get audience members to believe a certain way To get audience members to act 1 To change or reinforce beliefs 2 To take action 3 To continue what they are already doing 4 To avoid doing something 5 To continue not doing something Analyze Your Audience o Target audience a subgroup of the whole audience that you must persuade in order to reach your goal o Why analyze your audience 1 To determine what to talk about 2 To better meet their needs 3 To assure that you are giving the right speech to the right audience 4 To better customize your speech 5 To help organize your ideas 6 To assist in eliminating ideas that do not belong 7 To determine what is acceptable and what is not 8 To determine how long to talk 9 To help assure that you will do well 10 To relax you when giving your speech Appeal to your audience using logic o Aristotle thought effective persuasion consisted of 3 parts Credibility ethos Emotional appeals pathos Logical appeals logos One that addresses listeners reasoning ability o Deductive reasoning general specific o Inductive reasoning specific general o Casual reasoning a logical appeal that pertains to constitutes involves or expresses a cause and therefore uses the word because which is either implicitly or explicitly stated o Reasoning by analogy compare 2 similar cases and conclude that if something is true for one it must also be true for the other Fallacy a component of an argument that is flawed in its logic or form and because of the flaw it renders the argument invalid Appeal to your audience using emotion o How to Persuade People Who Don t Want to be Persuaded 1 2 3 4 they were personalized they evoked an emotional response they came from a trustworthy or respected sender they were concise o emotional appeal focuses on listeners needs wants desires and wishes o Maslow s Hierarchy of Needs Appeal to Your Audience Using Credibility o Credibility believability Physiological needs bottom food water sleep physical comfort Safety needs stability freedom from violence freedom from disease security structure order law families with young children Belongingness and Love needs friendship giving receiving love affection younger audiences college students Self Esteem needs recognition respect from others self respect Self Actualization needs top genuine fulfillment realization of potential older adults Competence special ability skill or knowledge have done your homework personal experience establishing commitment research Dynamism shows a great deal of enthusiasm and energy for their subjects can be created nonverbally Character a person with integrity who is honest reliable loyal and dependable Caring the perception by listeners that speakers are concerned about their welfare will respond more positively to people who appear kind warmhearted attentive considerate sympathetic understanding and compassionate Fact you ask to answer whether or not something is true or false answer yes or no Value concerned with the relative merit goodness or badness of a thing choose between things ideas beliefs or actions and explain why Policy deal with specific courses of action and usually contain words such as should ought to have to or must Structure your Material Effectively o Questions of One sided vs two sided arguments o A two sided speech is more effective when listeners have at least a high school education When listeners oppose the speaker s position but one sided If the evidence clearly supports the thesis approach is more effective when listeners already support the thesis Order of Presentation o Cause effect o Problem solution o Monroe s motivated sequence 1 Attention the speaker calls attention to the topic or situation 2 Need the speaker develops the need for a change and explains related audience needs problem development portion 3 Satisfaction the speaker presents their solution and shows how it meets the needs mentioned 4 Visualization the speaker shows what will result when the solution is put into effort 5 Action the speaker indicated what kind of action is necessary to bring about the desired change Nonverbal Communication Information communicated without using words 93 of