Persuasive SpeechesAdapted from:

http://www.public.iastate.edu/~aslagell/spcm212/lect_persuasion.html

Two Points on a ContinuumInformative ---------------------- Persuasive

and Various Points on a Persuasive Continuum

Highly Opposed Neutral In favor Highly

Opposed in favor

How we process persuasive messages: Elaboration Likelihood Model (ELM)

People process information in one of two ways: the central route—listening carefully,

thinking about what is saidThe peripheral route—relying on simple

cues such as speaker credibility or a gut feeling

The route we use depends on how important we perceive the issue is for us; how involved with the issue we are

Using the ELM—What it means for a speakerDevelop your topic to increase the likelihood

that your audience members feel personally involved with the topic.

Develop sound reasons so audience members who use the central, critical thinking approach will find your arguments convincing.

For members who are less involved, you will want to appeal to their emotions and include information that enables them to see you as credible.

Points of Contrast between Informative and Persuasive Speeches

Persuasive speaking urges us to choose from among options: informative speaking reveals and clarifies options.

Persuasive speaking asks the audience for more commitment than does informative speaking.

The ethical obligations for persuasive speakers are even greater than for informative speakers.

The persuasive speaker is a leader; the informative speaker is a teacher.

Persuasive speaking more often involves emotional appeals that are out of place in speeches to inform.

Types of Persuasive GoalsProposition of fact: a statement designed to

convince your audience that something did or did not exist or occur in the past, is or is not true in the present, or wil or will not occur in the future.

Proposition of value: a statement designed to convince your audience that something is good, bad, desirable, undesirable, fair, unfair, etc.

Proposition of policy: a statement designed to convince your audience that a specific course of action should be taken.

Proposition of PolicyWill implore listeners using phrases such as

“do it/don’t do it,” “should/shouldn’t,” and “must/must not.”

Two Types of Persuasive Speeches of PolicyThe first aims for passive agreement. The second aims for personal action.

Specific Purpose Statements to Gain Immediate ActionTo persuade my audience to participate in

intramural athletics. To persuade my audience to volunteer as

literacy tutors. To persuade my audience to vote in the next

presidential election. To persuade my audience to give blood

through the Red Cross. To persuade my audience to sign a petition

for longer library hours.