chapter 16 persuasive public speaking
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Presentation created for COMM 107 - Oral Communication: Principles and PracticeUniversity of MarylandSource: Communication: A Social and Career Focus by Berko, Wolvin & WolvinTRANSCRIPT
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Chapter 16: Persuasive Public
Speaking
If you are opinionated,
here is your chance.
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Types of persuasive speeches
ConvictionAction
Good persuasive speeches are…TimelyControversial Audience-awareWell-developedValuable to society
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Persuasion process
ClaimAppealsDone?NO!
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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
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Components of the persuasive speech
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Components of a persuasive speech
EthosSpeaker credibility
LogosLogical arguments
PathosPsychological appeals
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Speaker credibility (ethos)
CompetenceWisdomAuthorityknowledge
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Ethos
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Speaker credibility (ethos)
CharismaAppealingConcernedEnthusiasticSincere
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Speaker credibility (ethos)
CharacterReputationHonestySensitivity
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Logos
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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
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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
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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
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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
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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
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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
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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
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How do you sell your point of view?
Monroe’s Motivated SequenceAttentionNeedSatisfactionVisualizationAction
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Pathos
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Psychological appeals (pathos)
Ethnographic theory of human drivesSurvivalPleasureSecurityTerritoriality
Maslow’s Hierarchy of Needs
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Appeals to motivate listenersAdventureAngerCompanionshipDeferenceFearGenderGuiltHappinessHealthHero worship
• Humor• Independence• Liking• Loyalty• Nostalgia• Revulsion• Safety• Savings• Sex• Sympathy
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And remember that all of this has to be arranged in a way that makes sense
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BONUS