Chapter 15 Public Speaking The Persuasive Speech Persuasive Speaking Persuasion process of influencing attitudes and behaviors Most people will adopt the beliefs if they can figure out how they can benefit monetarily socially physically philosophically or spiritually Persuasive speech intended to influence the audience s opinion or behaviors 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 o Examples buy the product sign the petition go on strike adopt the plan The Process of Persuasion Theory of field related standards proposed that not all people reach conclusions in the same way and thus may react differently to the same evidence or psychological material o List several of the positions and pick the ones the audience most aligns with 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 o Should develop your arguments to encourage listeners to believe that the solution plan of action or cure that you re presenting is the best solution Critical thinking establish criteria and then match solutions with criteria Comparative advantage reasoning begin by stating possible solutions then demonstrate how they proposal is the most workable can solve the problem desirable does not cause any greater problems and practical that it can be put into operation 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 they are more likely to engage in paying attention to and maybe processing the persuader s arguments o Message may resonate with his or her values or beliefs o Important factors to Americans change mobility equality individualism free enterprise informality directness practicality and materialism Listeners may rely on social support we are all in it together o Liking reciprocity social proof consistency and authority Role of Influence in Persuasion Form of influencing can take place where speakers are not given a voluntary choice Coercion attempt to change behavior relies on force when 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 o Fear hatred social pressure and shock Persuasion can also be accomplished by repeated exposure to messages Persuasive communication strategies are essentially amoral o Amoral neither good nor bad Classical Components of the Persuasive Message Ethos speaker s credibility reputation prestige and authority o Need to have a reputation for being knowledgeable about the topic or celebrity o Competence wisdom authority and knowledge a speaker demonstrates o Explain your personal connection want to connect yourself to topic o Can also build on someone else s knowledge by quoting them o Charisma appealing concerned enthusiastic sincere and compelling o Character reputation honesty and sensitivity all aid in development Logical Arguments Logos logical arguments making sense statements and supporting evidence o Clear purpose statements good reasons reference to credible sources and the absence of false facts makes a good speech o Proposition of fact states 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 o Proposition of policy most commonly used persuasive method centered on stating that something should or should not be done o Inductive argument based on probability what conclusion is expected or believed from the evidence o Generalization conclusion number of specific instances are examined and from these you attempt to predict some future occurrence or explain a whole category of instances o Hypothesis conclusion hypothesis is used to explain all the evidence o Deductive argument based on logical necessity usually goes from a general statement to a specific instance Categorical syllogism argument that contains premises and conclusion usually takes from of a enthymeme Enthymeme premise usually is not directly stated Disjunctive argument either or argument in which true alternatives must be established Conditional argument sets up an if then proposition two conditions o Evidence the most persuasive form of supporting material that includes testimony from experts statistics and specific instances o Urban legend story popularly regarded as true but usually containing a mixture of fact and fiction generally shouldn t include these o Reasoning fallacies logical flaws Example try to prove that a statement s true because can t be disproved o Analogy stating that one idea or action is the same as an another action or idea The Role of Emotions in Persuasion Psychological Appeals Pathos psychological appeals enlist listener s emotions as motivation to accept o Keeps listeners involved in speech and plays on their emotions Maslow s Hierarchy of Human Needs speaker must determine the level of need of a particular group of listeners and then select appeals aimed at that level 1 Physiological needs hunger sleep sex and thirst 2 Safety needs security stability protection and strength 3 Acceptance needs need for love and belonging 4 Esteem needs achievement mastery reputation and prestige 5 Self actualization needs desire for self fulfillment or achieving potential Ethnographic Theory of Human Drives proposes that survival of the species pleasure seeking security and territoriality must be satisfied Survival of the species appeal to such factors as the physical and psychological safety of the person and his or her family Pleasure seeking people spend great deal of time seeking happiness Security means keeping things on an even keel in balance under control Territoriality people are concerned with what s theirs or sense of belonging Appeals to motivate listeners anger fear guilt happiness health hero worship humor loyalty nostalgia revulsion safety savings sex and sympathy Structure of the Persuasive Message recommendation for the cure Problem Solution Method speaker identifies what s wrong then pressures the
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