PURPOSIVE COMMUNICATION

TOPIC 2
INFORMATIVE COMMUNICATION
LEARNING OUTCOMES:
During the learning engagements, the learners are able to:

 define and describe what is informative speech; and

 enumerate and explain the four classification of an informative speech.

INTRODUCTION
Communication is a process of exchange facts, ideas, and opinions and as a means that individual or
organization share meaning and understanding with one another. The ability of fostering speed and effective
communication around the world has shrunk the world and made ―globalization‖ a reality. Speech is a study
of how people generate shared meaning through the use of verbal and nonverbal symbols. Speech
Communication majors work to develop confidence and effectiveness in their public speaking, interpersonal,
and small group communication skills.
When people share knowledge about the world they live, they are participating in the process of
informative communication. The main goal for an informative speech is to help explain a specific subject and
to help the audience remember the knowledge later. To achieve these goals, a speaker should consider how
best to package the complex understanding that they have cultivated of the topic, from personal experience
and research, into an easily communicable form for the audience.
It is a speech that aims to provide information to the listeners about some topic. The goal of
information is not to persuade listeners to change their beliefs or to actions, but rather the goal is to increase
their knowledge and awareness of the topic. Informative messages attempt to present an objective-that is,
truthful and unbiased-view of the topics being considered. For example, ―Kim just started her first day at a
new high school. After retrieving her schedule and having a brief meeting with the schools guidance
counselor, Kim makes her way to her first class. Kim‘s teacher asks her to introduce herself to her classmates.
Kim walks to the front of the class, introduces herself, and tells her fellow students several facts about her
life. By doing this, Kim has just given an informative speech.

FOUR CLASSIFICATIONS OF INFORMATIVE SPEECH

SPEECHES ABOUT OBJECTS
Speeches about objects focus on things existing in the world. Objects include, among other things,
people places, animals or products. Because you are speaking under time constraints, you cannot discuss any
topic in its entirely. Instead, limit your speech to a focused discussion of some aspects of your topic. Some
example topics for speeches about objects include: the Central Intelligence Agency, Tombstones, Surgical
lasers, Franklin Delano Roosevelt, the pituitary gland and lemmings. To focus these topics, you could give a
speech about Franklin Delano Roosevelt and efforts to conceal how he suffered from polio while he was in
office.

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SPEECHES ABOUT PROCESSES

Speeches about processes focus on patterns of action. One type of speech about processes, the
demonstration speeches, teaches people ―how to‖ perform a process. More frequently, however, you will use
process speeches to explain a process in broader terms. This way, the audience is more likely to understand
the importance or the context of the process. Examples of speech about processes include: how the internet
works, how to construct a good informative speech, as with any speech, be sure to limit your discussion to
information you can explain clearly and completely within time constraints.
SPEECHES ABOUT EVENTS
Speeches about events focus on the things that happened, are happening, or will happen. When
speaking about an event, remember to relate the topic to your audience. A speech chronicling history is
informative, but you should adapt the information to your audience and provide them with some way to use
the information. As always, limit your focus to those aspects of an event that can be adequately discussed
within the time limitations of your assignment. Examples of speeches about events include: the 1963 Civil
Rights March on Washington, Groundhog‘s Day, and The Battle of the Bulge, The World Series, and the
2000 Presidential elections.
SPEECHES ABOUT CONCEPTS
Speeches about the concepts focus on beliefs, ideas, and theories. While speeches about objects,
processes, and events are fairly concrete. Take care to be clear and understandable when creating and creating
a speech about concept. When selecting a concept, remember you are crafting in informative speech. Often,
speeches about concepts take on a persuasive tone. Focus your efforts toward providing unbiased
information and refrain from making arguments. Because concepts can be vague and involved, limit your
speech to aspects that can be readily explained and understood within the limits. Some examples of topics for
concept speeches include: Democracy, Taoism, Principles of Feminism, The Philosophy of Non-violent
protest, and the Big Bang Theory.
SUBJECTS OF INFORMATIVE SPEECHES
Informative speeches can cover many subjects as long as they can be discussed without persuading or
altering the perceptions of the audience. There are many different subjects that can be used in informative
speeches. College lectures about an event in history or a historical figure would be considered informative
speeches. More Technical subjects, such as the field of advertising, require more technical information and
specific data relevant to the industry. Technical subjects especially, but really all informative speeches, benefit
from the use of visualizations, such as bar graphs or images. For example, an information speech about a
particular actor or actress would likely to focus on providing a description of who the person is and what
movies or plays they have been in. Incorporating famous pictures or clips from works is a way of increasing
the audience‘s retention of the information about the particular person.

TYPES OF INFORMATIVE SPEECHES

Definitional speeches
In definitional speeches the speaker attempts to set forth the meaning of concepts, theories,
philosophies, or issues that may be unfamiliar to the audience. In thise type of speeches, speakers may begin
by giving the historical derivation, classification, or synonyms of terms of the background of the subject.
Describing the essential attributes of one concept compared to another.

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Descriptive speeches
The purpose of descriptive speech is to provide a detailed, vivid, word of picture of a person, animal,
place or object. Audiences should carry away in their minds a clear vision of the subject. It determines the
characteristics, features, functions, or fine points of the topic.
Explanatory speeches
Similar to the descriptive speech, they both share the function of clarifying the topic. But explanatory
speeches focus on reports of current and historical events, customs, transformations, inventions, policies,
outcomes, and options.
Demonstration speeches
The most practical of all informative speeches, a demonstration speech shows listeners how some
process is accomplished or how to perform it themselves. The focus is on a chronological explanation of
some process, application, or course of action.

PROCESSING AND REFLECTION

Informative speech is an integral part in communication it helps the receiver aware and to be
cognizant in different aspects in life. So if we differentiate an informative speech from other types of
speeches, it is important to stick to the basic facts of the subject. No personal biases, unsubstantiated
information, or popular opinion should be included when stating the main ideas of the topic. The goal is to
educate the audience on the facts, not to provide the speaker‘s opinion. When crafting an informative speech
look at the subject carefully and eliminate any potential statements that have prejudice or might persuade the
audience.

SYNTHESIS
 INFORMATIVE SPEECH
It is a speech that aims to provide information to the listeners about some topic.
 SPEECHES ABOUT OBJECTS
Focus on things existing in the world.
 SPEECHES ABOUT PROCESSES
Focus on patterns of action.
 SPEECHES ABOUT EVENT
Focus on the things that happened, are happening, or will happen.
 SPEECHES ABOUT THE CONCEPTS
Focus on beliefs, ideas, and theories.
 SPEECH COMMUNICATION
Work to develop confidence and effectiveness in their public speaking, interpersonal, and
small group communication skills.
 COMMUNICATION
A process of exchange facts, ideas, and opinions and as a means that individual or
organization share meaning and understanding with one another.
 DEFINITIONAL SPEECHES
Describing the essential attributes of one concept compared to another.

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 DESCRIPTIVE SPEECHES
The purpose of descriptive speech is to provide a detailed, vivid, word of picture of a
person, animal, place or object.
 EXPLANATORY SPEECHES
Focus on reports of current and historical events, customs, transformations, inventions,
policies, outcomes, and options
 DEMONSTRATION SPEECH
Shows listeners how some process is accomplished or how to perform it themselves.

TEST YOURSELF!
I.MULTIPLE CHOICES
1. What are the four Classifications on informative speeches discussed in the chapter?
a. Speeches about objects, processes, events, and concepts
b. Speeches about definition, processes, objects, informative
c. Informative speeches, events, concepts, and objects
d. Public speeches, informative speeches, impromptu, extemporaneous

2. What are three methods you can use to avoid abstractions in your informative speech?
a. Definition, contrast, description
b. Demonstration, descriptive, explanatory
c. Description, comparison, contrast
d. Complexity, scope, comparison

3. It is a type speech that focuses on things existing in the world. Objects include, among other
things, people places, animals or products.
a. Speeches about concept
b. Speeches about processes
c. Speeches about objects
d. Speeches about event

4. Type of Speech that focuses on the things that happened, are happening, or will happen.
a. Speeches about concept
b. Speeches about processes
c. Speeches about objects
d. Speeches about event

5. Type of Speech that focuses about the concepts focus on beliefs, ideas, and theories.
a. Speeches about concept
b. Speeches about processes

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TOPIC 3
PERSUASIVE COMMUNICATION
LEARNING OUTCOMES:
During the learning engagements, the learners are able to:

 define and describe what is persuasive communication and its functions and principles; and
 prepare persuasive speeches write-ups.

INTRODUCTION
Persuasive communication is any message that is intended to shape, reinforce, or change the responses of
another or others such responses are modified by symbolic transactions (messages) which are sometimes, but
not always, linked with coercive force (indirectly coercive) and which appeal to the reason and emotions of
the target. Generally, persuasion refers to such communicative activities that are mediated. Those that are face-
to-face are called compliance-gaining. Persuasive communication can be targeted at

• Cognition. Persuasion can be used to change individuals‘ beliefs about an object or an issue, which includes
attributes, interpretation, definition, outcome, etc.
• Attitude. Persuasion can be used to change individuals‘ attitude toward an object or an issue, which refers
to the categorization of an object or an issue along an evaluative dimension (from negative to positive).
• Behavior. Persuasion can be used to change individuals‘ behavior, which is the overt actions regarding an
object or an issue.

Persuasion is a literary technique that writers use to present their ideas through reason and logic, in order to
influence the audience. Persuasion may simply use an argument to persuade the readers, or sometimes may
persuade readers to perform a certain action. Simply, it is an art of effective speaking and writing in which
writers make their opinions believable to the audience through logic, by invoking emotions, and by proving
their own credibility.

Types of Persuasion
Persuasion has three basic types:

1. Ethos
It is linked with morality and ethics. In this method of persuasion, writers or speakers convince their audience
of their goodwill and present themselves as trustworthy. In order to determine whether a writer is credible or
not, the audience needs to understand his intention and his strong understanding of the subject.
2. Logos
Logos comes of logic; therefore writers use logic, reasoning, and rationality to convince audiences of their
perspectives.
3. Pathos
The third method is pathos, which invokes and appeals to the emotions of the audience. This is contrary to
logos, as it presents arguments without using logic or reasoning. Many writers consider love, fear, empathy,
and anger as strong factors to influence the emotions of their audiences.

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Function of Persuasion

Persuasion is the most common literary technique. We not only find it in literature, but also in political
speeches, conferences, courtrooms, and advertisements. Through persuasive writing, writers express their
own feelings and opinions by appealing to the audience emotionally and rationally. Hence, it is a very
effective technique to win over the readers or audience. In addition, it helps students to unearth certain
reasons in favor of their points of view, and gives them a chance to research facts linked to their views. While
developing an understanding of how writing can change and influence their thoughts and actions, students
can understand the nature of persuasive work.

6 Principles of Persuasion

1. Principle of Reciprocity

Reciprocity is the mutual expectation for exchange of value or service. In all cultures, when one person gives
something, the receiver is expected to reciprocate, even if only by saying ―thank you.‖ There is a moment
when the giver has power and influence over the receiver, and if the exchange is dismissed as irrelevant by the
giver the moment is lost. In business this principle has several applications. If you are in customer service and
go out of your way to meet the customer‘s need, you are appealing to the principle of reciprocity with the
knowledge that all humans perceive the need to reciprocate—in this case, by increasing the likelihood of
making a purchase from you because you were especially helpful. Reciprocity builds trust and the relationship
develops, reinforcing everything from personal to brand loyalty. By taking the lead and giving, you build in a
moment where people will feel compelled from social norms and customs to give back.

2. Principle of Scarcity

You want what you can‘t have, and it‘s universal. People are naturally attracted to the exclusive, the rare, the
unusual, and the unique. If they are convinced that they need to act now or it will disappear, they are
motivated to action. Scarcity is the perception of inadequate supply or a limited resource. For a sales
representative, scarcity may be a key selling point—the particular car, or theater tickets, or pair of shoes you
are considering may be sold to someone else if you delay making a decision. By reminding customers not only
of what they stand to gain but also of what they stand to lose, the representative increases the chances that
the customer will make the shift from contemplation to action and decide to close the sale.

3. Principle of Authority

Trust is central to the purchase decision. Whom does a customer turn to? A salesperson may be part of the
process, but an endorsement by an authority holds credibility that no one with a vested interest can ever
attain. Knowledge of a product, field, trends in the field, and even research can make a salesperson more
effective by the appeal to the principle of authority. It may seem like extra work to educate your customers,
but you need to reveal your expertise to gain credibility. We can borrow a measure of credibility by relating
what experts have indicated about a product, service, market, or trend, and our awareness of competing
viewpoints allows us insight that is valuable to the customer. Reading the manual of a product is not
sufficient to gain expertise—you have to do extra homework. The principal of authority involves referencing
experts and expertise.

4. Principle of Commitment and Consistency

Oral communication can be slippery in memory. What we said at one moment or another, unless recorded,
can be hard to recall. Even a handshake, once the symbol of agreement across almost every culture, has lost
some of its symbolic meaning and social regard. In many cultures, the written word holds special meaning. If

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we write it down, or if we sign something, we are more likely to follow through. By extension, even if the
customer won‘t be writing anything down, if you do so in front of them, it can appeal to the principle of
commitment and consistency and bring the social norm of honoring one‘s word to bear at the moment of
purchase.

5. Principle of Consensus

Testimonials, or first person reports on experience with a product or service, can be highly persuasive. People
often look to each other when making a purchase decision and the herd mentality is a powerful force across
humanity: if ―everybody else‖ thinks this product is great, it must be great. We often choose the path of the
herd, particularly when we lack adequate information. Leverage testimonials from clients to attract more
clients by making them part of your team. The principle of consensus involves the tendency of the individual
to follow the lead of the group or peers.

6. Principle of Liking

Safety is the twin of trust as a foundation element for effective communication. If we feel safe, we are more
likely to interact and communicate. We tend to be attracted to people who communicate to us that they like
us, and who make us feel good about ourselves. Given a choice, these are the people with whom we are likely
to associate. Physical attractiveness has long been known to be persuasive, but similarity is also quite effective.
We are drawn to people who are like us, or who we perceive ourselves to be, and often make those judgments
based on external characteristics like dress, age, sex, race, ethnicity, and perceptions of socioeconomic status.
The principle of liking involves the perception of safety and belonging in communication.

SYNTHESIS
Communication - Communication is simply the act of transferring information from one place, person or
group to another. Every communication involves (at least) one sender, a message and a recipient
Persuasion - Persuasion is a literary technique that writers use to present their ideas through reason and
logic, in order to influence the audience. Persuasion may simply use an argument to persuade the readers, or
sometimes may persuade readers to perform a certain action.
Speech - Definition of speech. 1a : the communication or expression of thoughts in spoken words. b :
exchange of spoken words : conversation. 2a : something that is spoken : utterance. b: a usually public
discourse: address.

Principles of Persuasion – Reciprocity, scarcity, authority, consistency, liking, consensus. Understanding

these shortcuts and employing them in an ethical manner can significantly increase the chances that someone
will be persuaded by your request.

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