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LA-122PersuasiveSpeaking1.pptxPersuasive Speaking
What is Persuasion ?
When a speaker’s intent is to influence audience members
The speaker is arguing for one side or position regarding the topic
Importance of Persuasion
Persuasive speaking is important to democratic functioning, allowing for policy discussion, public awareness and participation, and even national identity formation.
Presidential elections provide an example of how persuasive speaking by candidates engages the public and facilitates the democratic process.
Advertising relies heavily on persuasion to convince others to purchase products and services.
Persuasion allows individuals to subscribe to common belief systems and increases group cohesion.
Persuasive speaking has the ability to empower the speaker and the audience members to act individually or collectively.
The Power to Persuade
The Power of Ethos – Ethos refers to how the audience perceives speaker credibility.
The Power of Logos – Logos refers to how a speaker uses logic to build an argument to persuade audience members.
The Power of Pathos – Pathos involves the use of emotions in order to influence audience understanding and action.
Pathos, or emotion, can be highly influential in persuasion.
Pathos appeals include a range of emotions including pity, anger, and fear.
Speakers should be cautious when using pathos, because sometimes the effect is the opposite of that intended, also called a boomerang effect.
Emotional appeals can be interpreted in different ways; for example, where some audience members might view an emotional expression as compassion, other audience members may see the expressional appeal as weakness.
Demagoguery is “the attempt to gain power or control over others by using unethical emotional pleas and appealing to listener prejudices”
Types of Persuasive Speeches
Influence audience members perceptions or beliefs of what is true or false about a topic
Impact the audience members values (things you think are right or wrong, good or bad)
Impact the audience members behavior: goal to change behavior generally present a problem & ask the audience to take some action or do something in order to solve the problem.
Fallacies of Reasoning
Fallacies of reasoning are errors in the logical arguments presented that can reduce the effectiveness of an argument.
Faulty cause is “a logical fallacy that mistakes correlation or association for causation, by assuming that because one thing follows another it was caused by the first”
Sweeping generalizations is “a logical fallacy that assumes that what is true of the whole will also be true of the part or that what is true in most instances will be true in all instances”
Hasty generalization is “a logical fallacy that bases an inference on too small a sample or an unrepresentative sample”
Faulty analogy is “a logical fallacy that assumes that because two things, events, or situations are alike in some known respects, they are alike in other unknown respects”
False dilemma is “a logical fallacy which implies that one of two outcomes is inevitable, and both have negative consequences”
Appeal to authority is “a logical fallacy that attempts to justify an argument by citing a highly admired or well-known (but not necessarily qualified) figure who supports the conclusion being offered”
Appeal to tradition is “a logical fallacy based on the principle of not challenging time-honored customs or traditions”
Appeal to the crowd is “a logical fallacy that refers to popular opinion or majority sentiment in order to provide support for a claim”
Organizing Persuasive Speeches Problem-Solution-Action Pattern
The problem-solution or problem-solution-action organization occurs when a speaker first describes an issue or concern in detail and then provides information on how audience members can solve the problem through performing a specific behavior or action.
Establish a problem - The speaker must first inform audience members about a situation or issue to make them aware of the problem.
Propose a solution – Once a problem is established, the speaker then needs to explain how the concern can be resolved by implementing a solution.
Call to action – After the problem & solution are discussed, the speaker provides audience members with a way to directly and individually act to solve the problem.
Organizing Persuasive Speeches – Claim Pattern
Using a “claim pattern”: Claims are arguments & can be arranged similar to topical organization patterns.
best to start with the strongest claim & end with the second strongest claim.
Understanding & neutralizing counter-arguments to claims can be very effective in persuading audience members.
Organizing Persuasive Speeches Monroe’s Motivated Sequence Pattern
organizational pattern that occurs in five steps: attention, need, satisfaction, visualization, and action.
MMS is similar to problem-solution-action organization, but also includes steps to have the audience visualize or see what the solution would look like if they were to take the action recommended.
Attention – The speaker designs the introduction to interest the audience and ensure they listen carefully to the presentation.
Need – In explaining the specific problem, the speaker works to establish that the problem is worthy of attention and that something should be done.
Satisfaction – Once the audience understands that the problem needs attention, the speaker offers a solution that will solve, or satisfy, the problem.
Visualization – The speaker spends time having the audience envision how the solution will effectively solve the problem and the resulting benefits to them and others.
Action – As the final step, the speaker tells the audience what behavior they must do in order to become involved in solving the problem.
Tips for Persuasive Speaking
Select a Topic Appropriate to Persuasion
Speakers should be knowledgeable, or willing to do substantial research, on the topic they select.
Topics that inspire different opinions & passionate conversation are well suited to persuasive speaking.
Topics should be appropriate for the time specifications.
Speakers should select topics & goals for their presentation based on reasonable expectations of audience response and knowledge.
Tips for Persuasive Speaking (cont’d)
Persuasive thesis statements should indicate what the speaker would like the audience to do as a result of the presentation.
Propositions are statements that a speaker would like audience members to agree with.
A statement of fact is information that can be verified with evidence as true or false.
A statement of value considers if a statement or idea is right or wrong.
A statement of policy concerns the behaviors or procedures in regards to a topic.
Credibility & Sources
Sources vary in integrity of information, with some being very trustworthy & others offering little more than conjecture. A speaker’s credibility is largely dependent on the quality of sources used to provide an argument.
It is important to critically evaluate the information provided according to recognition of potential bias of the source.
Providing citations credits the work of others & adds to speaker credibility.
Current references & information sources allow speakers to seem more knowledgeable and up-to-date on the topic.
Research should involve both arguments for and against a speaker’s position so that he/she can anticipate any counter-arguments and have an effective response prepared.
Persuasion & Ethics
Persuasive speaking has consequences; one should consider how a speech hurts & helps different groups of people.
Persuasive strategies, such as appeals to emotions, elicit a range of opinions about ethical use.
Decisions about ethics are complicated and there is no easy right or wrong answer.
