Chapter 24 Persuasive speaking SPC2608 Test II Study Guide Focus on Motiavation move in the direction of the speaker s stance To influence the attitudes beliefs values and acts of others Attempt to modify audience attitudes and values so that they Sometimes will attempt to modify both attitudes and actions Success in persuasive speaking requires attention to human Research increase the odds of achieving persuasive speech psychology to what motivates listeners goal if audience Make your message personally relevant Demonstrate how any change you propose will benefit Set modest goals Target issues that audience members feel strongly about Demonstrate how an attitude behavior change might keep listeners from feeling satisfied encouraging change Establish credibility with audience Balance Reason and Emotion Persuasive speeches are built upon arguments Arguments state positions with support for against an idea or issue Appeals to reason or logic LOGOS Aristotle Must also appeal to emotions PATHOS Aristotle Pride love anger shame fear motivate us to think and Can evoke pathos by vivid imagery and emotionally feel as we do charged words Base emotional appeals on sound reasoning Although emotion is a powerful means of moving an audience relying on naked emotion will fail most of the time Must intertwine logic and emotion to sound appealing and persuasive Establish your credibility ETHOS Aristotle What we use to establish credibility or moral character Feelings about credibility strongly influence how receptive they will be to propositions Steps to establish credibility ethos Demonstrate trustworthiness by present the topic honestly and in a way that shoes concern for your listeners Establish a feeling of identification commonalitiy and goodwill Acknowledge personal experience if relevant Be vibrant and charismatic in your presentation Target Listeners Needs One way to persuade listeners is to point to some need they Maslow s Hierarchy of Needs want fulfilled and then give them a way to fulfill it Set of basic needs ranging from essential life sustaining ones to less critical self improving ones Using Maslow s Hierarchy of Needs can help appeal to one s sense of safety love belonging esteem for example Physiological needs Safety needs Self esteem needs Self actualization Plan for and accommodate Appeal to social benefits Appeal to emotional benefits Appeal to listeners need to fulfill their potential Encourage Mental Engagement Central processing Peripheral processing critically about a message When audience members are motivated and able to think Seriously consider what you are telling them Listeners lack motivation or ability to judge the Pay little attention and respond to message as being argument based on its merits irrelevant unimportant Ways to encourage listeners to engage in central processing emphasize direct consequences to them understanding Link your argument to practical concerts of listeners and Present your message at an appropriate level of Demonstrate common bonds Stress your credibility to offer the claims Claim Evidence Warrant Proposition states the speaker s conclusion based on evidence Substantiates the claim Line of reasoning Reasoning links claim with evidence Explains why the evidence proves the claim Construct sound arguments Identify nature of your claims Claims of fact Whether or not something is or is not true will or will not happen Claims of value Claims of policy Address issues of judgement by attempting to show that something is right wrong or good bad Specific course of action be taken or approved Using Convincing Evidence that provides grounds for belief facts statistics Using Effective Reasoning Every key claims must be supported with convincing evidence Several forms of evidence examples narratives testimony Most common external evidence Reasoning Deductive Reasoning Process of drawing conclusions from evidence Begin with general case followed by example of the Example In lecture notes this is referred to as syllogism case then conclusions General Case Notes Major Premise All men are Specific Case Notes Minor Premise Socrates is a Conclusion Notes Conclusion Therefore Socrates mortal man is mortal Inductive reasoning reverse direction Casual Reasoning speaker argues that one event circumstance or idea is the reason for another i e smoking causes lung cancer Fallacies in reasoning Logical fallacy false or erroneous statement or an invalid or Examples of Fallacies deceptive line of reasoning Begging the Question an argument that is stated in such a way that it cannot help but be true even though no evidence has been presented its false basis Bandwagoning uses unsubstantiated general opinion as Nikes are superior to other brands because everyone wears them Either or Fallacy stated in terms of 2 alternatives only even though there may be additional ones Either you re for us or you re against us Ad Hominen targets a person instead of an issue in I m a better candidate than so and so because attempt to incite an audience s dislike for the person unlike them I work for a living Red herring relies on irrelevant premises for its conclusion I fail to see why hunting should be considered crule when it gives pleasure to many people and employment to many more an unwarranted general conclusion Hasty generalization isolated instance is used to make My neighbor who works for K mart is untrustworthy therefore all workers for K mart are untrustworthy Non sequitur conclusion is not connected to reasoning Because she lives in the richest country in the world she must be extremely wealthy Slippery slope faulty assumption that one case will lead Appeal to tradition audience members should agree to a series of events actions with a claim because that is the way it was always done The president of the United States must be a man because a woman has never been president Core Values audience members of the same culture share Cultural Norms group s rules for behavior Attempts to Culture premises listeners sharing a common culture usually core values and if speaking clashes with those values the persuasion will be unsuccessful persuade against norms usually fail hold culturally specific values about identity and relationships anger happiness tend to find more acceptance Emotions appeals that touch on ego focused emotions pride behaviors Puts emphasis on what audience can do Motivates audience to agree with us take action Looking to influence other people s attitudes beliefs