Speaking To Persuade

&
Appendix B – Sample Speech

HCOM 100
Instructor Name
 PREVIEW
Speaking to Persuade
 Persuasion Defined
 Motivating Your Audience
 Selecting and Narrowing Your
Persuasive Presentation Topic
 Organizing Your Persuasive Messages
 Strategies for Persuading Your Audience
 How to Adjust Ideas to People and
People to Ideas
 Persuasion Defined
 Persuasion is the process of attempting to
change or reinforce attitudes, beliefs, values,
or behavior.
 The persuasive speaker invites listener to
make a choice, rather than just offering
information about the options.
 The persuasive speaker asks the audience to
respond thoughtfully to the information
presented.
 The persuasive speaker intentionally tries to
change or reinforce the listeners’ feelings,
ideas, or behavior.
 Motivating Your Audience
 Motivating with dissonance
• Cognitive dissonance occurs when you are presented
with information that is inconsistent with your current
thinking or feelings.
 Motivating with needs
• Maslow’s Hierarchy
• Physiological
• Safety
• Social
• Self esteem
• Self-actualization
Motivating Your Audience

 Motivating with Fear Appeals

• Threat to family members
• Credibility of speaker
• Perceived “realness” of the threat
 Motivating with Positive Appeals
• Promising that good things will happen
if the speaker’s advice is followed.
 Selecting and Narrowing Your
Persuasive Topic
 Who is the Audience?
 What is the Occasion?
 What are my interests and experiences?
 Brainstorming
 Scanning Web Directories and Web
Pages
 Listening and Reading for Topic Ideas
 Identifying Your
Persuasive Purpose
 General Purpose
• Persuade
 Specific Purpose
• Attitude (learned
predisposition to respond
favorably or unfavorably)
• Belief (sense of what is
true or false)
• Values (enduring
conception of right and
wrong)
Developing Your Central Idea as
a Persuasive Proposition
 A proposition is a statement with which the
speaker wants their audience to agree.
 Proposition of Fact
• True/False
 Proposition of Value
• Judge worth or importance of something
 Proposition of Policy
• Advocates specific action, includes “should”
 Strategies for
Persuading Your Audience
 Ethos: Establishing
Your Credibility
• An audience’s
perception of the
speaker’s competence,
trustworthiness,
dynamism
• Charisma
• Initial, derived, terminal
Pronounced: (Zer Vesel)
 Strategies for
Persuading Your Audience
 Logos: Using Evidence and Reasoning
• Proof consists of both evidence and the conclusions
you draw (reasoning)
• Inductive reasoning
• Arrives at a general conclusion from specific instances
• Reasoning by analogy
• Deductive reasoning
• Reasoning from a general statement to reach a specific
conclusion
• Causal reasoning
• Relate two or more events in such a way as to conclude
that one or more of the events caused the others
 Logical Fallacies
 Causal Fallacy
 Bandwagon Fallacy
 Either-Or Fallacy
 Hasty Generalization
 Personal Attack
 Red Herring
 Appeal to Misplaced Authority
 Non Sequitur
 Strategies for
Persuading Your Audience

 Pathos: Using Emotion

• Emotion-arousing verbal messages
• Concrete illustrations and descriptions
• Nonverbal messages
 Organizing Your
Persuasive Messages

 Problem and Solution

 Cause and Effect
 Refutation
• An organizational strategy by which you
identify objections to your proposition and
refute them with arguments and evidence
 Organizing Your
Persuasive Messages
 Monroe’s Motivated Sequence
• Attention
• Need
• Satisfaction
• Visualization (positive and negative)
• action
How to Adapt Ideas to People
and People to Ideas
 The Receptive Audience
• Identify with your audience
• Be overt in stating your speaking
objective
• Use emotional appeal
 The Neutral Audience
• “hook” them with introduction
• Refer to universal beliefs and
concerns
• Show how the topic affects them
• Be realistic
 How to Adjust Ideas to People
and People to Ideas

 The Unreceptive Audience

• Don’t immediately announce your persuasive
purpose
• Advance your strongest arguments first
• Acknowledge opposing points of view
• Be realistic
Appendix B – Sample Speech

Persuasive Example:
•Prosecutorial Abuse
 Prosecutorial Abuse
Example Persuasive Speech
 Intro
• Attention Getter
• Propositional Statement
• Preview of all main • Point Two
points • Evidence

• Transition • Transition
• Point Three
 Body • Evidence
• Need/Problem • Transition
• Point One
• Evidence
• Transition  Conclusion
• Restate Proposition
• Call to action
• Review of main points
• Restate Attention-getter
What questions do you have?

Homework:
1.) Reading?
2.) Turn in assignments?