copyright © 2013, 2010, 2007, 2005 pearson education, inc. all rights reserved. chapter 16...

Copyright © 2013, 2010, 2007, 2005 Pearson Education, Inc. All Rights Reserved.

Chapter 16

Understanding

Principles of

Persuasive Speaking

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Persuasion is the process of changing or reinforcing

attitudes, beliefs, values, or behavior.

Persuasion Defined


Aristotle’s Traditional ApproachEthos—persuasion by credibility

(delivery)Logos—persuasion by reasoning

(evidence)Pathos—persuasion by emotion

(language)

How Persuasion Works


ELM’s Contemporary Approach The direct persuasion route The indirect persuasion route

How Persuasion Works


Use listener needs: People change attitudes, beliefs, values or

actions to restore needs Maslow’s Hierarchy of Needs: humans

are motivated by variety of needs Persuasion occurs when listeners become

convinced that changes will satisfy their needs

Direct Persuasion Route


Use dissonance: People seek consistency & balance If unhappy, people change attitudes, beliefs, values

or behaviors Cognitive dissonance: mental discomfort prompting

people to change when new & existing information conflict

Speakers need to be ethical when choosing messages that create dissonance

Indirect Persuasion Route


Persuasive Organization Patterns

Topical Reasons to change attitude/behavior (0ne

side)Refutation (two sides)

Problem-solution Call to actionNeed, plan and practicality (two main points)


Propositions of Fact

Focuses on the truth/falsity of an assertion

Want the audience to accept a particular view of the facts

Best for changing attitudes Use topical organization (reasons)


Topic: Earthquakes hitting California

topical organization—reasons (one sided)

Specific purpose: At the end of my speech, my audience will agree that an earthquake of 9.0 or above will hit California in the next ten years.

Central idea: There are three good reasons to believe that an earthquake will hit California in the next ten years.

I. California is long overdue for a major earthquake.

II. Many geological signs indicate that a major earthquake may happen soon.

III. Experts agree that an earthquake of 9.0 or above could strike California any day.


Topic: Shakespeare’s authorship

topical organization—reasons (one sided)Specific purpose: At the end of my speech, my

audience will accept that Shakespeare did not write his plays.

Central idea: There is considerable biographical and historical evidence that Shakespeare did not write the plays attributed to him.

I. Biographical evidence suggests that Shakespeare did not write the plays attributed to him.

II. Historical evidence suggests that Shakespeare’s plays were written by Sir Francis Bacon.


Propositions of Value

Statements that call for the audience to judge the worth or importance of a topic

Need to establish a (moral) standard for judgment for the audience

Best for changing attitudes Use topical organization (refutation)


Topic: Bicycle ridingtopical organization—refutation (two

sided)Specific purpose: At the end of my speech,

my audience will accept that bicycle riding is the ideal form of transportation.

Central idea: Bicycle is the ideal form of land transportation because it is faster than running, does not exploit animals, is nonpolluting, and promotes good health.

I. An ideal form of land transportation should meet four major standards.

II. Bicycle riding meets all these standards for an ideal form of land transportation.


Topic: Capital punishmentTopical organization—refutation (two

sided)

Specific purpose: At the end of my speech, my audience will accept that capital punishment is morally and legally wrong.

Central idea: Capital punishment violates both the Bible and the U.S. Constitution.

I. Capital punishment violates the biblical commandment “Thou shall not kill.”

II. Capital punishment violates the constitutional ban on “cruel and unusual punishment.”


Propositions of Policy

Advocates a specific course of action Involves changing a policy, procedure

or behavior Focus on immediate action (behavior) Use problem-solution organization


Topic: Harmful household products

problem-solution organizationSpecific purpose: At the end of my speech, my

audience will call for government action on antibacterial chemicals in household products.

Central idea: The use of antibacterial chemicals in household products is a serious problem that requires action by government and consumer action.

I. The use of antibacterial chemicals in household products is a serious problem.

II. Solving these problems requires a combination of government and consumer action.


Topic: Manned space missions topical organization—problem-solution

sub pointsSpecific purpose: At the end of my speech,

my audience will call for more unstaffed space missions to gather information about the planets and solar system.

Central idea: Unstaffed scientific missions are less costly and more beneficial than staffed space flights.

I. Unstaffed scientific missions are less costly than staffed space flights.

II. Unstaffed scientific missions provide more practical benefits than staffed lights.


PowerPoint™ Presentation Prepared by

Diana M. Cooley, Ph.D.Lone Star College – North

Harris Houston, Texas

copyright © 2013, 2010, 2007, 2005 pearson education, inc. all rights reserved. chapter 16...

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changing attitudes