Chapter 16: Persuasive Public

Speaking

If you are opinionated,

here is your chance.

Types of persuasive speeches

ConvictionAction

Good persuasive speeches are…TimelyControversial Audience-awareWell-developedValuable to society

Persuasion process

ClaimAppealsDone?NO!

Persuasion processThings to consider

Theory of field-related standardsNot all people reach conclusion in the same way, thus

they may react differently to the same evidence or psychological appeals

Include as many appeals as you can

Group norm standardsWhen speaking to a group, you can assume that they will

have some similar or overlapping views

Individual norm standardsSome individuals are more influential than others. If you

get them on your side, everyone else is in the bag

Components of the persuasive speech

Components of a persuasive speech

EthosSpeaker credibility

LogosLogical arguments

PathosPsychological appeals

Speaker credibility (ethos)

CompetenceWisdomAuthorityknowledge

Ethos

Speaker credibility (ethos)

CharismaAppealingConcernedEnthusiasticSincere

Speaker credibility (ethos)

CharacterReputationHonestySensitivity

Logos

Logical arguments (logos)

Your speech has to “make sense”Clear statement of the purpose of what you are

proposingReasons you believe or want the audience to believe in

what you are proposingCite credible sourcesWell-developed arguments that flowStatement of desired outcome, stand or actionAbsence of false facts, or partial information

Logical arguments guide your central idea

Proposition of facts (will)Proposition of value (good, bad)Proposition of policy (should)Inductive argument (evidence, conclusion)Deductive argument (premise, conclusion)

Whatever your choice, you need valid evidence

Logical fallacies

GeneralizationsAll Greeks…

Faulty analogical reasoningAIDS vs. Bubonic plagues

Faulty causal reasoningSomething caused something else, no qualification

Ignoring the issueRelevant arguments used to obscure the issue

Logical fallacies

Ad hominem argumentsAttacks on personal character of the source

Ad populum argumentsAppeal to people’s prejudices and passions

Ad ignorantium argumentsAttempt to prove that something is true because it cannot

be disproved

How do you sell your point of view?

Critical thinkingPropose plan of action, Set

forth criteria, Propose solution

Comparative advantage Propose solution(s) that are

workable, desirable, and practical

How do you sell your point of view?

Elaboration Likelihood ModelIf the topic is one that

the listener has encountered before, is interested and involved in, and enjoys talking about, he/she is more likely to process the speaker’s arguments

How do you sell your point of view?

Social supportIf the individual feels

that he/she has the support of others and they’re all “in it together,” he/she will be persuaded by a message

How do you sell your point of view?

Monroe’s Motivated SequenceAttentionNeedSatisfactionVisualizationAction

Pathos

Psychological appeals (pathos)

Ethnographic theory of human drivesSurvivalPleasureSecurityTerritoriality

Maslow’s Hierarchy of Needs

Appeals to motivate listenersAdventureAngerCompanionshipDeferenceFearGenderGuiltHappinessHealthHero worship

• Humor• Independence• Liking• Loyalty• Nostalgia• Revulsion• Safety• Savings• Sex• Sympathy

And remember that all of this has to be arranged in a way that makes sense

BONUS