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vi Brief Contents
CONSIDERING DIFFERENT TYPES

Unit Five OF STRUCTURE
Chapter 15 Speaking to Inform 270
Chapter 16 Speaking to Persuade 292

Chapter 17 Speaking to Persuade: Motivating Audiences 324
Chapter 18 Speaking for Special Occasions 340
Chapter 19 Speaking in Groups 357
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Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it.
Contents
Preface xxi
Unit One Surveying the Landscape

Chapter 1 Introducing the Study of Public Speaking 2
COMMUNICATION IN THE MODERN WORLD 3
THE COMMUNICATION PROCESS 4
A Communication Model 5
The Sender: Encoding Ideas into Symbols 5
The Message 6
The Channel 6
The Receiver: Decoding Symbols into Ideas 6
Feedback 7
Setting 7
Noise 8
UNDERSTANDING THE TOOLS OF COMMUNICATION 10
APPLYING THE COMMUNICATION PROCESS 12
DESIGNING A PLAN FOR SUCCESS 13
SUMMARY 14
SKILL BUILDERS 14
BUILDING A SPEECH ONLINE 14
Chapter 2 Understanding and Reducing Your Apprehension 15

SPEECH ANXIETY IS COMMON 16
RESEARCH INTO STRESS AND COMMUNICATION APPREHENSION 17
REDUCING COMMUNICATION APPREHENSION 19
Face Anxiety Honestly and Overcome It 19
Develop a Positive Attitude 21
Adopt Constructive Behaviors 23
Maintain a Healthy Body 23
Be Thoroughly Prepared 24
Reward Yourself 24
Learn from Mistakes 25
Accept Constructive Criticism 25
vii
viii Contents
TAKING RESPONSIBILITY TO REDUCE APPREHENSION 26

SUMMARY 27
SKILL BUILDERS 27
Chapter 3 Building Your First Speech 28

EXTEMPORANEOUS DELIVERY AND SPEAKING STYLES 29
CREATING A BLUEPRINT 30
Step 1: Choose an Interesting, Well-Defined Topic 30
Step 2: Understand the General Purpose 31
Step 3: Conduct Extensive Research 31
Step 4: Write Specific Purpose and Thesis Statements 32
Step 5: Write a Comprehensive Outline 32
Step 6: Be Sensitive to Audience Members 33
Step 7: Understand Your Ethical Responsibilities 33
Step 8: Choose Extemporaneous Delivery 33
Step 9: Practice the Speech 33
Step 10: Be Confident and Prepared 35
THE CAREER SPEECH 36
Researching the Career Speech 36
Developing the Career Speech 37
SAMPLE SPEECH: CAREERS IN ANTHROPOLOGY 37
SUMMARY 41
SKILL BUILDERS 42
Chapter 4 Analyzing Your Audience 43

THE IMPORTANCE OF AUDIENCE ANALYSIS 44
Audience Perception of the Speaker 45
Audience Perception of the Topic 46
Motivations of the Audience 49
Physiological Needs 50
Safety Needs 50
Love Needs 50
Esteem Needs 50
Self-Actualization Needs 50
Impact of Social Groups on Listeners 51
Age 51
Gender 52
Religion 53
Cultural and Ethnic Origin 53
Educational Level, Occupation, and Interests 55
Income Level 56
Contents ix
Geographic Location 56
Social Organizations 56
Targeting Specific Groups 57
Impact of the Occasion on Listeners 58
The Purpose of the Occasion 58
The Physical Location of the Event 59
The Expectations of the Speaker 59
CONDUCTING AN AUDIENCE ANALYSIS 60
Collecting Demographic Data about the Audience 60
Informal Assessments 60
Surveys 60
Questionnaires 61
Interviews 61
Processing the Data with a Computer 62
Evaluating the Audience Profile 62
SUMMARY 62
SKILL BUILDERS 62
Chapter 5 Improving Your Listening Skills 64

THE SIGNIFICANCE OF LISTENING 65
THE PROCESS OF LISTENING 66
KINDS OF LISTENING 68
Discriminative Listening 68
Evaluative Listening 69
Appreciative Listening 69
Empathic Listening 70
Active and Passive Listening 70
BARRIERS TO LISTENING: THE LACK OF BEING “PRESENT” 70
Yielding to Distractions 71
Blocking Out Communication 72
Listening Selectively 73
Overcriticizing the Speaker 74
Faking Attention 74
Avoiding Difficult or Unpleasant Listening Situations 74
HOW TO BECOME AN ACTIVE LISTENER AND SPEAKER 75
Withhold Judgment 75
Avoid the Appearance Trap 75
Don’t Be Easily Swayed by Delivery and Style 76
Give All Topics a Fair Hearing 76
Avoid Extraneous Mental Activity During the Speech 76
Give Honest, Attentive Feedback 76
x Contents
Eliminate Distractions 78
Evaluate the Communication When It Is Finished 78
SUMMARY 79
SKILL BUILDERS 80
Chapter 6 Considering the Ethics of Public Speaking 81

THE NEED FOR ETHICS IN SOCIETY 83
EVALUATING A SPEAKER’S ETHICS 84
Honesty and the Speaker 84
The Speaker’s Reliability 87
The Speaker’s Motivations 87
The Speaker’s Policies 88
APPLYING ETHICAL STANDARDS 90
Be Honest 91
Direct Quotation 91
Paraphrased Passage 91
Plagiarized Passage 91
Advocate Ideas That Benefit Others 92
Evaluate Your Motives for Speaking 92
Develop a Speaking Code of Ethics 93
SAMPLE SPEECH: PRACTICE, PRACTICE, PRACTICE: KNOWING IS NOT THE
SAME THING AS DOING 95
SUMMARY 99
SKILL BUILDERS 99
Unit Two Preparing the Foundation

Chapter 7 Selecting the Topic and Purpose 102
GETTING IDEAS 103
Your Own Knowledge and Experience 103
Brainstorming 104
Library Databases and the Internet 104
Ask for Help 104
SELECTING THE TOPIC 104
It Should Interest You, the Speaker 104
It Should be Sufficiently Narrow and Conform to the Time Limit 105
It Should Provide New Information 106
It Should be Appropriate 106
It Should Conform to the General Purpose 107
Speeches to Inform 107
Speeches to Persuade 107
Speeches to Entertain 108
Contents xi
WRITING THE SPECIFIC PURPOSE 108

Be Clear, Concise, and Unambiguous 108
Include Only One Major Idea 109
Use a Declarative Statement 110
WORDING THE THESIS STATEMENT 110
Problems with the Thesis Statement 112
PUTTING IT TOGETHER 113
SUMMARY 114
SKILL BUILDERS 114
Chapter 8 Conducting Research 116

PREPARING FOR RESEARCH 117
ESTABLISHING CREDIBILITY 117
PRIMARY AND SECONDARY SOURCES 118
ACCESSING THE LIBRARY 119
The Online Catalog 119
Databases 119
GUIDELINES FOR SEARCHING THE INTERNET 121
RESEARCHING REFERENCE SOURCES 123
Biographies 123
Directories and Handbooks 124
The Dictionary and Thesaurus 124
Encyclopedias 124
Almanacs, Yearbooks, and Statistical Publications 125
Collections of Quotations 125
Books 125
Magazines, Journals, and Newspapers 125
Legal Research 126
Audiovisual Aids 126
Interviews with Authorities 127
Legislative and Governmental Research 129
Institutional and Organizational Research 129
Specialized Libraries and Museums 130
KEEPING ACCURATE NOTES 130
INTERVIEWING 132
Preparing for the Interview 132
Conducting the Interview 133
Taking Notes During the Interview 134
THE BIBLIOGRAPHY: HOW TO RECORD AN ENTRY 134
AVOIDING PLAGIARISM 136
THINKING CRITICALLY ABOUT SPEECH RESEARCH
AND CONSTRUCTION 136
xii Contents
Be Willing to Test Information 136

Be Organized 138
View Ideas from Different Perspectives 138
Think for Yourself 139
SUMMARY 140
SKILL BUILDERS 140
Chapter 9 Choosing Supporting Materials 141

MAKING THE APPROPRIATE SELECTION 142
STATISTICS, POLLS, AND SURVEYS 142
Using Statistics 142
Poll 143
Study 143
Startling Statistics 143
EXAMPLES, ILLUSTRATIONS, CASE STUDIES,
AND NARRATIVES 144
Using Examples 144
Example 144
Hypothetical Example 145
Illustration 145
Case Study 146
Narrative 147
QUOTATIONS AND TESTIMONY 147
Using Quotations and Testimonies 148
Quotation 148
Expert Testimony 148
Prestige Testimony 149
Personal Testimony 149
VISUAL EVIDENCE 149
COMPARISONS AND CONTRASTS 149
Using Comparisons and Contrasts 150
PERSONAL EXPERIENCE AND OBSERVATION 151
Using Experience and Observation 151
HUMOR AND ANECDOTES 152
Using Humor and Anecdotes 152
ROLE-PLAYING 153
Using Role-Playing Techniques 153
SAMPLE SPEECH: THE FLAG RAISINGS ON
IWO JIMA 154
SUMMARY 157
SKILL BUILDERS 157
Contents xiii
Unit Three C r e a t i n g t h e St r u c t u r e
Chapter 10 Organizing the Body of the Speech 160
APPROACHING ORGANIZATION LOGICALLY 161
PRINCIPLES OF OUTLINING 161
Building Block One: The Body Should Contain Between Two and Four Main Points or
Numerals in a Five- to Seven-Minute Speech 162
Building Block Two: Main Points in the Body Should be Structured in an Organizational
Sequence that is Logical, Interesting, and Appropriate to the Topic 162
Chronological Sequence 162
Spatial Sequence 163
Cause-Effect Sequence 164
Topical Sequence 164
Other Sequences 165
Building Block Three: A System of Roman Numerals, Letters, and Arabic Numbers
Should be Combined with Indentation to Identify Main and Subordinate Levels 166
Building Block Four: The Outline Should Include Supporting Materials That are Coordinated
and Subordinated in a Logical Manner 167
Building Block Five: Every Subdivision must Contain at Least Two Items 169
Building Block Six: Each Point Should Include Only One Topic or Idea 170
Building Block Seven: Main Points (Numerals) and Supporting Items Should be Linguistically
Parallel 171
Building Block Eight: The Outline Should be Expressed in Either Sentences
or Topics 172
Building Block Nine: The Outline Should Identify Sources for Major
Supporting Materials 173
Building Block Ten: The Outline Should Include External Transitions Between
Main Numerals 174
YOUR SPEAKING NOTES 175
SUMMARY 177
SKILL BUILDERS 177
Chapter 11 Selecting the Introduction and Conclusion 179

PURPOSE OF THE INTRODUCTION 180
THE INADEQUATE INTRODUCTION 180
PLANNING AN EFFECTIVE INTRODUCTION 181
Examples, Stories, and Illustrations 182
Shocking Statement or Situation 183
Statistics 184
Questions 185
Quotation 186
Suspense 186
xiv Contents
Personal Reference, Compliment, or Reference to the Occasion 187

Humor 188
The Flexible Introduction 189
Combination of Strategies 190
OUTLINING THE INTRODUCTION 190
PURPOSE OF THE CONCLUSION 191
THE INADEQUATE CONCLUSION 191
PLANNING THE EFFECTIVE CONCLUSION 192
Summary of Main Points 192
Quotation 193
Reference to the Introduction 194
Challenge or Appeal 194
Humor 195
Question 196
Story, Illustration, and Example 197
Statistics 197
OUTLINING THE CONCLUSION 198
SPEAKING NOTES FOR THE INTRODUCTION
AND CONCLUSION 199
SAMPLE OUTLINE: RAISING THE MONITOR 200
SUMMARY 203
SKILL BUILDERS 203
Unit Four Refining the Appearance

Chapter 12 Using Audiovisual Aids 206
TYPES OF AUDIOVISUAL AIDS 207
Electronic Media 207
The Data Projector and Computer 207
Devices for Capturing Text and Media 208
The Document Camera 208
The Touch Screen Monitor or Whiteboard 209
Audience Response Systems 209
Older Technologies 209
Graphs 213
Illustrations, Photographs, and Pictures 214
Posters, Flipcharts, and Chalkboards 218
Models and Objects 220
You as a Visual Aid 220
Copyright Cautions 223
Contents xv
SAMPLE SPEECH: HOW DO AIRPLANE WINGS PRODUCE LIFT? 223

SUMMARY 227
SKILL BUILDERS 228
Chapter 13 Considering Language 229

DEVELOPING CLARITY 230
Avoiding Euphemisms 231
USING CONCRETE LANGUAGE 232
Denotation and Connotation 233
BUILDING A UNIQUE STYLE 234
Similes 234
Metaphors 235
Alliteration 236
Amplification 236
Antithesis 236
Repetition 237
Mnemonic Phrases 237
BEING APPROPRIATE 238
Be Aware of Cultural Differences 238
Recognize Differences Due to Gender 240
Avoid Offensive Terms 241
Eliminate Irrelevant Language 241
Avoid Trite Expressions 242
Eliminate Grammatical Errors 242
Build Vocabulary Skills 243
MAKING IDEAS MEANINGFUL AND INTERRELATED 243
Personal Pronouns 243
Transitions 244
SUMMARY 245
SKILL BUILDERS 246
Chapter 14 Developing the Delivery 247

DELIVERING THE SPEECH 248
PROPER BREATHING FOR VOCAL DELIVERY 249
VOCAL DELIVERY 250
Volume 250
Articulation 251
Pitch and Inflection 251
Quality 252
Rate 253
xvi Contents
Pronunciation 253
Pauses 254
Emphasis and Phrasing 255
VISUAL, NONVERBAL DELIVERY 256
Eye Contact 256
Appearance 257
Gestures 257
Facial Expression 258
Body Position and Movement 259
Culture and Nonverbal Delivery 260
Gender and Nonverbal Delivery 261
COMBINING VOCAL AND VISUAL DELIVERY 263
BUILDING SKILLS IN DELIVERY 264
Know Your Material 264
Be Well Organized 264
Prepare Your Speaking Notes 264
Practice the Delivery 266
SUMMARY 267
SKILL BUILDERS 267
Unit Five Considering Different Types of Structure

Chapter 15 Speaking to Inform 270
THE DIFFERENCE BETWEEN INFORMATION AND PERSUASION 271
TYPES OF INFORMATIVE SPEECHES 272
The Descriptive Speech 272
An Example 273
Outlining the Descriptive Speech 275
The Demonstration Speech 276
An Example 278
Outlining the Demonstration Speech 278
The Speech of Definition 280
Other Informative Types: Reports, Lectures, and Personal Experience 282
SAMPLE SPEECH: RAISING THE MONITOR 285
Alternative Introduction: Series of Questions 289
Alternative Conclusion: Quotation 290
SUMMARY 290
SKILL BUILDERS 291
Contents xvii
Chapter 16 Speaking to Persuade 292

PERSUASION IN TODAY’S SOCIETY 293
THE NATURE OF PERSUASION 293
Speeches to Convince 294
Speeches to Stimulate 294
Speeches to Actuate 294
Selecting the Persuasive Topic 295
Wording the Proposition Statement 295
Propositions of Fact, Value, and Policy 296
ETHOS, PATHOS, AND LOGOS: THE MEANS OF PERSUASION 297
Ethos: The Ethical Appeal 297
Pathos: The Emotional Appeal 299
Identify Emotions 300
Understand Audience Emotions 301
Express Your Own Feelings 302
Connect Emotions to the Occasion 303
LOGOS: THE APPEAL TO REASON 304
Arguments Based on Enumeration 305
Arguments Based on Analogy 306
Arguments Based on Causation 307
Developing Rebuttal Arguments 308
METHODS OF ORGANIZING PERSUASIVE SPEECHES 311
Reasons 311
Problem-Solution 313
Comparative Advantages 315
Motivated Sequence 316
SAMPLE SPEECH: COMPUTER-ENHANCED ADVERTISING SHOULD BE
CLEARLY LABELED 318
SUMMARY 322
SKILL BUILDERS 323
Chapter 17 Speaking to Persuade: Motivating

Audiences 324
STRATEGIES FOR MOTIVATING LISTENERS 325
Appeal to the Needs of the Audience 325
Physical 325
Safety and Security 325
Love 325
Esteem 326
Self-Actualization 326
Appeal to Listeners’ Beliefs and Values 326
xviii Contents
Provide Listeners with Incentives 327

Involve the Audience Emotionally 328
THE SPEECH TO ACTUATE 329
Attention Step 329
Need Step 329
Satisfaction Step 330
Visualization Step 330
Action Step 330
Phrasing the Thesis 330
APPLYING THE MOTIVATED SEQUENCE 331
Attention Step 331
Need Step 331
Satisfaction Step 332
Visualization Step 332
Action Step 333
Outlining the Motivated Sequence 335
SAMPLE SPEECH: GENOCIDE IN SUDAN 336
SUMMARY 338
SKILL BUILDERS 339
Chapter 18 Speaking for Special Occasions 340

TYPES OF SPECIAL-OCCASION SPEECHES 341
The Speech of Tribute 341
Construct a Brief Biographical Sketch 341
Acknowledge Significant Achievements and Virtues 341
Convey Hope and Encouragement 341
The Presentation Speech 342
The Acceptance Speech 343
The Speech of Dedication 344
The Speech of Welcome 345
The Speech of Introduction 345
The Keynote Speech 346
The Nominating Speech 347
The Farewell Speech 348
The Victory Speech 348
The Commencement Speech 349
The After-Dinner Speech 349
Toasts 350
SAMPLE SPEECH: DEDICATION OF THE WORLD WAR II MEMORIAL 352
SUMMARY 355
SKILL BUILDERS 355
Contents xix
Chapter 19 Speaking in Groups 357

CHARACTERISTICS OF SMALL GROUPS 358
Shared Goals 358
Group Interaction 359
Size 359
Time Period 359
Leadership 359
DEVELOPMENT OF SMALL GROUPS 360
Forming 360
Storming 361
Norming 361
Performing 361
SOLVING PROBLEMS IN GROUPS 361
Questions for Discussion 361
Questions of Fact 361
Questions of Value 362
Questions of Policy 362
Developing a Problem-Solving Agenda 362
Define the Problem 362
Narrow the Problem 362
Analyze the Issue 363
Set Up Criteria 363
Suggest Solutions 363
Apply Criteria to Solutions 364
Implement the Selected Solution 364
Monitor the Success of the Solution 364
A Sample Agenda 365
PARTICIPATING IN GROUPS 365
Group-Centered Behavior 366
Be an Active Observer 366
Support Group Procedure 366
Be Reliable 366
Be Willing to Compromise 366
Be Courteous and Respectful 367
Encourage and Energize Members 367
Self-Centered Behavior 367
LEADERSHIP IN SMALL GROUPS 369
Leadership Theories 369
Positive Leadership Behaviors 369
Be Prepared 369
Keep to Time Limits 370
Be Organized 371
Know When to Intervene 371
xx Contents
SPECIAL DISCUSSION FORMATS 374

Focus Groups 374
The Symposium 375
The Panel 375
The Forum 376
Buzz Groups 376
Role-Playing Groups 376
SUMMARY 376
SKILL BUILDERS 377
Notes 378
Glossary 387
Suggested Topic Areas 395
Index 400
Preface
Public speaking is a building process wherein students gradually acquire skills in speech
research, organization, and delivery. Students learn these skills step-by-step from their
own experiences, by observing the presentations of others, through peer criticism, and
from the guidance of effective instructors. This book establishes a caring environment
for the learning process using a conversational style that aims to both interest and moti-
vate students while conveying encouragement through topics such as apprehension and
listening that will help students to realize that they are not alone in their struggles. It is
grounded in the philosophy that students can master the steps of speech construction if
provided with a caring environment, clear blueprints, and creative examples.
PLAN OF THE BOOK

The five units in this book organize skills in a sequence that is meaningful and under-
standable to students.
Unit One, “Surveying the Landscape,” presents modern theories of communication
and a brief overview of communication in our contemporary world. In addition, it con-
siders apprehension, introduces students to their first speaking experience, and includes
chapters on listening and ethics.
Unit Two, “Preparing the Foundation,” describes how to select topics, write purpose
statements, conduct research, and choose supporting materials for speeches.
Unit Three, “Creating the Structure,” discusses outlining as well as speech introduc-
tions and conclusions.
Unit Four, “Refining the Appearance,” describes the refinements necessary to com-
plete speech construction. It helps students build skills in delivery and language, explains
the use of visual aids, and includes a sample demonstration speech.
Unit Five, “Considering Different Types of Structures,” discusses descriptive and
process speeches and includes a sample descriptive speech; examines persuasive speaking,
with sample convincing and actuating speeches; considers presentations for special occa-
sions, including the after-dinner speech; and explores the dynamics of speaking in group
situations.
FEATURES OF THE EIGHTH EDITION

The Eighth Edition retains all of the popular features of previous editions, including a
conversational style, vivid examples, and guidelines for speeches. It retains essential
chapters on apprehension, listening, ethics, and discussion of diversity. In addition,
Building a Speech, Eighth Edition, includes the following new and revised features:
Expanded and Relocated Apprehension Chapter

Since studies show that speech apprehension is among the top two fears of most Amer-
icans, “Understanding and Reducing Your Apprehension” is now presented as Chapter
2 to help students handle this anxiety early in the course. Chapter 2 has been
xxi
xxii Preface
expanded as well. The section titled, “Accept Anxiety Honestly and Face It,” includes
a three-column table that identifies a fear, asks challenge questions in response to the
fear, and provides encouraging statements of affirmation to help students reduce their
anxiety. In the section “Adopt Constructive Behaviors,” journaling before and after a
speech is recommended and sample journal entries are provided for student practice.
There are also updated examples of celebrities who have reported anxiety before per-
formances and a new box with a statement about stage fright by actor Al Pacino.
Updated Chapter 1
Chapter 1, “Introducing the Study of Public Speaking,” includes a new discussion of past
and present speakers who have influenced our modern world. In addition to well known
leaders of the past such as Roosevelt, Kennedy, King, and Reagan, Chapter 1 describes
how Elie Wiesel, Bono, Mother Teresa, Nelson Mandela, Princess Diana, Christopher
Reeve, Michael J. Fox, Condoleezza Rice, Hillary Clinton, and Michelle Obama have
used communication to shape our world. Reviewers suggested that the inclusion of con-
temporary speakers replace discussion of ancient orators presented in earlier editions.
Boxed Examples in Audience Analysis Chapter

Two example boxes have been added to Chapter 4, “Analyzing Your Audience.” One
box includes a discussion of political lightening rods Nancy Pelosi and Sarah Palin and
how public perception has changed over time regarding the policies and actions of these
controversial political women. Another includes an example from Wall Street Journal col-
umnist Jeffrey Zaslow who describes how a phrase he used as a college student was hurt-
ful to the ethnicity of his Spanish professor.
New Boxed Examples and Building Strategies in Listening Chapter

New example boxes have also been added to Chapter 5, “Improving Your Listening
Skills.” “Caught by the Camera” describes how a sports writer for the Daily Herald in
Arlington, Illinois was captured napping in a photograph when he should have been
doing his job taking notes as a reporter and listening to a political speaker. A second
boxed example presents an individual who is so absorbed in texting that she loses aware-
ness and creates an embarrassing situation for herself. The chapter concludes with a new
“building” box that summarizes skills that students need when listening to the content
and delivery of a speech.
Updated Ethics Chapter

Chapter 6, “Considering the Ethics of Public Speaking,” includes updated examples of
the ethical lapses of prominent speakers in business and politics. The chapter also con-
tains a boxed example describing accusations of plagiarism that caused Senator Joseph
Biden to withdraw from the Democratic presidential primary race in the 1980s. There
is also a boxed example describing an incident in which a Columbia University valedic-
torian plagiarized a portion of his commencement address to his 2010 graduating class. In
addition to an updated example of plagiarism, the chapter presents a new “building” box
to help students develop a code of ethics for public speaking.
Revised MLA Examples in Research Chapter

Since the Modern Language Association recently revised the format for bibliographic
citations, all new bibliographic examples in Chapter 8, “Conducting Research,” conform
to the new MLA standard. There are also updated examples for citing sources, new
note card illustrations, and a new plagiarism example.
Preface xxiii
Revisions and Additions to Supporting Materials Chapter

In Chapter 9, “Choosing Supporting Materials,” polls, studies, and startling statistics are
more clearly defined and indicated. In addition, brief and hypothetical examples, illustra-
tions, case studies, and narratives are more clearly differentiated. The chapter also now
includes and explains the differences among expert, prestige, and personal testimony.
Although visual aids are extensively presented and discussed in Chapter 12, visual evi-
dence is introduced as a significant supporting material in Chapter 9.
Additional Development of the Introduction and Conclusion

Chapter 11, “Selecting the Introduction and Conclusion,” further develops and clarifies
the purpose of the introduction and conclusion. In addition, the chapter presents exam-
ples of ineffective beginnings and endings and explains why they are poor. The chapter
also clearly highlights the thesis to each sample introduction so students can see the sig-
nificance of its placement as the last line of the introduction.
Updated Terminology in the Visual Aids Chapter

In Chapter 12, “Using Audiovisual Aids,” terminology in the electronic media section
has been updated and revised to help student speakers understand how current advance-
ments such as audience response systems, document cameras, whiteboards, touch screens,
and file capturing can help speakers create visuals more easily and stimulate added inter-
est among listeners. A new section is also included titled, “Copyright Cautions,” to help
students understand the important legal difference between “fair use” and “commercial
use” for copyrighted visual and textual materials that require written permission.
Revised Speaking Notes in Delivery Chapter

The section titled, “Prepare Your Speaking Notes,” in Chapter 14, “Developing the
Delivery,” has been expanded and revised. Since extemporaneous delivery is so impor-
tant for the beginning speaker to learn, this section provides five sample note cards to
show students how to use key words and brief phrases to present a speech instead of a
written manuscript. This section also explains and visually illustrates how students can
use markings on their speaking notes to remind them where to state sources, use visuals,
or emphasize significant words and phrases. The speech titled, “How Do Airplane Wings
Produce Lift?,” from Chapter 12 is used for the sample note cards.
New Table Identifying Fallacies in Persuasive Chapter

In addition to describing ethical and logical fallacies in Chapter 16, “Speaking to
Persuade,” now contains a comprehensive table that identifies, defines, and provides
examples of the principal ethical and logical fallacies presented in the chapter for easier
student access. Additional logical fallacies are also included to help students avoid com-
mon speaking errors. The chapter also contains an updated boxed example showing
students how to construct persuasive arguments on opposing sides of the controversial
issue, “The detention facility at Guantanamo Bay should be closed and detainees should
be brought to trial in U.S. civilian courts.”
Original Cartoon Illustrations

In addition to other updates and changes, the Eighth Edition includes original cartoons
drawn by artist George Goebel whose Greek cartoon appears in Chapter 1 and was also
featured in earlier editions. New cartoons in this edition include a nervous speaker in
Chapter 2, texting in front of truck in Chapter 5, and gullible students in a strange med-
ical lecture in Chapter 8.
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Ebook PDF Cengage Advantage Books Building A Speech 8th Edition PDF

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Books: Building a Speech 8th Edition

CONSIDERING DIFFERENT TYPES

Chapter 16 Speaking to Persuade 292

Chapter 19 Speaking in Groups 357

Unit One Surveying the Landscape

Chapter 2 Understanding and Reducing Your Apprehension 15

TAKING RESPONSIBILITY TO REDUCE APPREHENSION 26

Chapter 3 Building Your First Speech 28

Chapter 4 Analyzing Your Audience 43

Chapter 5 Improving Your Listening Skills 64

Chapter 6 Considering the Ethics of Public Speaking 81

Unit Two Preparing the Foundation

WRITING THE SPECIFIC PURPOSE 108

Chapter 8 Conducting Research 116

Be Willing to Test Information 136

Chapter 9 Choosing Supporting Materials 141

Chapter 11 Selecting the Introduction and Conclusion 179

Personal Reference, Compliment, or Reference to the Occasion 187

Unit Four Refining the Appearance

SAMPLE SPEECH: HOW DO AIRPLANE WINGS PRODUCE LIFT? 223

Chapter 13 Considering Language 229

Chapter 14 Developing the Delivery 247

Unit Five Considering Different Types of Structure

Chapter 16 Speaking to Persuade 292

Chapter 17 Speaking to Persuade: Motivating

Provide Listeners with Incentives 327

Chapter 18 Speaking for Special Occasions 340

Chapter 19 Speaking in Groups 357

SPECIAL DISCUSSION FORMATS 374

PLAN OF THE BOOK

FEATURES OF THE EIGHTH EDITION

Expanded and Relocated Apprehension Chapter

Boxed Examples in Audience Analysis Chapter

New Boxed Examples and Building Strategies in Listening Chapter

Updated Ethics Chapter

Revised MLA Examples in Research Chapter

Revisions and Additions to Supporting Materials Chapter

Additional Development of the Introduction and Conclusion

Updated Terminology in the Visual Aids Chapter

Revised Speaking Notes in Delivery Chapter

New Table Identifying Fallacies in Persuasive Chapter

Original Cartoon Illustrations

Creating the works from print editions not protected by U.S.

START: FULL LICENSE

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