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SPC 1017 SPEECH COMMUNICATIONCH. 17 PERSUASIVE SPEAKING

NATURE OF PERSUASION

• PERSUASIONPERSUASIONPERSUASIONPERSUASION–THE PROCESS OF INFLUENCING PEOPLE’S ATTITUDES, BELIEFS,

VALUES, OR BEHAVIORS

• PERSUASIVE SPEECH PERSUASIVE SPEECH PERSUASIVE SPEECH PERSUASIVE SPEECH –A SPEECH ATTEMPTING TO INFLUENCE THE ATTITUDES,

BELIEFS, VALUES, BEHAVIORS OF OTHERS

• RHETORICRHETORICRHETORICRHETORIC–USE OF ALL AVAILABLE MEANS OF PERSUASION

• ARGUMENT ARGUMENT ARGUMENT ARGUMENT –ARTICULATING A POSITION WITH THE SUPPORT OF LOGOS,

ETHOS, AND PATHOS

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NATURE OF PERSUASION

• LOGOSLOGOSLOGOSLOGOS–CONSTRUCTING LOGICAL ARGUMENTS SUPPORTED WITH EVIDENCE

AND REASONING

• ETHOSETHOSETHOSETHOS–HIGHLIGHTING COMPETENCE, CREDIBILITY, AND GOOD CHARACTER

• PATHOSPATHOSPATHOSPATHOS–APPEALING TO THE EMOTIONS

• PROPOSITIONPROPOSITIONPROPOSITIONPROPOSITION–A DECLARATIVE STATEMENT THAT CLEARLY INDICATES THE

SPEAKER’S POSITION ON A TOPIC

PROCESSING PERSUASION

ELM: ELM: ELM: ELM: ELABORATION ELABORATION ELABORATION ELABORATION LIKELIHOOD MODELLIKELIHOOD MODELLIKELIHOOD MODELLIKELIHOOD MODEL

• PEOPLE PROCESS INFORMATION IN ONE

OF TWO WAYS:

• CENTRAL ROUTE - LISTEN AND THEN

THINK ABOUT IT.

• PERIPHERAL ROUTE - LISTEN FOR

"SHORT-CUT" CUES FOR A QUICK

EVALUATION (I.E., SPEAKER

CREDIBILITY, GUT-CHECK FOR

EMOTIONAL RESPONSE).

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TYPES OF PERSUASIVE GOALS• PROPOSITION OF VALUE - TO CONVINCE THAT SOMETHING IS GOOD, FAIR, MORAL,

SOUND, ETC., ORE THE OPPOSITES.

• PROPOSITION OF POLICY - CONVINCE THAT A SPECIFIC COURSE OF ACTION SHOULD

BE TAKEN.

• PROPOSITION OF FACT - CONVINCE THAT SOMETHING IS TRUE OR FALSE.

TAILOR PROPOSITION TO AUDIENCE

• TARGET AUDIENCE - THE GROUP OF

PEOPLE A SPEAKER MOST WANTS TO

PERSUADE.

• OPPOSED

• NEUTRAL (UNINFORMED,

IMPARTIAL, APATHETIC)

• IN FAVOR

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LOGOS

• CLAIM – THE CONCLUSION THE SPEAKER WANTS THE AUDIENCE TO AGREE TO

• SUPPORT – EVIDENCE OFFERED AS GROUNDS TO ACCEPT THE CLAIM

• WARRANT – THE REASONING PROCESS THAT CONNECTS THE SUPPORT TO THE

CLAIM

DEVELOPING SUPPORT

• INDUCTIVE REASONING –ARRIVING AT A GENERAL CONCLUSION BASED ON

SEVERAL PIECES OF SPECIFIC EVIDENCE DEPENDING ON THE NUMBER,

QUALITY, AND TYPICALITY OF EACH PIECE.

• DEDUCTIVE REASONING –ARGUING THIS IF SOMETHING IS TRUE FOR

EVERYTHING THAT BELONGS TO A CERTAIN CLASS (MAJOR PREMISE), THAT

A SPECIFIC INSTANCE IS PART OF THAT CLASS (MINOR PREMISE), THAT WE

MUST CONCLUDE THAT WHAT IS TRUE OF ALL MEMBERS MUST BE TRUE

FOR THE ONE (SYLLOGISM)

TYPE OF ARGUMENTS

• ARGUING FROM SIGN

• ARGUING FROM EXAMPLE

• ARGUING FROM ANALOGY

• ARGUING FROM CAUSATION

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JUDGING EVIDENCE

• DOES THE EVIDENCE COME FROM WELL RESPECTED SOURCES?

• IS THE EVIDENCE RECENT AND, IF NOT, IS IT STILL VALID?

• DOES THE EVIDENCE REALLY SUPPORT THE REASON?

• WILL THE EVIDENCE PERSUADE FOR THIS AUDIENCE?

TOULMINMODEL

AVOIDING FALLACIES• HASTY GENERALIZATION - A GENERALIZATION THAT

IS NOT SUPPORTED WITH EVIDENCE OR IS SUPPORTED

WITH ONE WEAK EXAMPLE.

• FALSE CAUSE - THE ALLEGED CAUSE FAILS TO BE

RELATED TO OR PRODUCE THE EFFECT.

• AD HOMINEM - ATTACKING THE PERSON MAKING THE

ARGUMENT RATHER THAN THE ARGUMENT.

• EITHER/OR - CLAIMING THEIR ARE ONLY TWO

ALTERNATIVES WHEN, IN FACT, OTHERS EXIST.

• STRAW MAN -MISREPRESENTING AN OPPOSING

ARGUMENT THEN ATTACKS THE WEAKER POSITION.

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USING ETHOS• BUILD CREDIBILITY

• BUILD GOODWILL• PERSONALIZE

• EMPATHIZE

• RESPONSIVENESS

• SHOW QUALIFICATIONS

• BUILD ON COMMON GROUND

• DRESS APPROPRIATELY

• SHOW RESPECT FOR YOUR AUDIENCE

• USE EVIDENCE FROM RESPECTED SOURCES

USING PATHOS

• RECOGNIZING THAT PEOPLE ARE INTERESTED

IN THINGS THEY FEEL THEY HAVE AN

EMOTIONAL STAKE IN THE ISSUE.

• NEGATIVE EMOTIONS MOVE PEOPLE TO

ELIMINATE THE DISCOMFORT THAT RESULTS

(I.E., SHAME, FEAR, GUILT, ANGER, SADNESS)

• POSITIVE EMOTIONS MOVE PEOPLE TO

SUSTAIN THE POSITIVE FEELS THAT RESULT

(HAPPINESS, JOY, PRIDE, RELIEF, HOPE,

COMPASSION)

USING INCENTIVES

• MOTIVATION - FORCES ACTING ON

OR WITHIN AN ORGANISM TO

INITIATE AND DIRECT BEHAVIOR

• INCENTIVE - A REWARD PROMISED

IF A PARTICULAR ACTION IS TAKEN

OR GOAL IS REACHED.

• UTILIZE MASLOW'S HIERARCHY OF

NEEDS FOR INCENTIVES THAT

OUTWEIGH COSTS.

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ORGANIZING PATTERNS

• STATEMENT OF REASONS

• COMPARATIVE ADVANTAGES

• CRITERIA SATISFACTION

• REFUTATION

• PROBLEM - SOLUTION

• PROBLEM - CAUSE - SOLUTION

• MOTIVATED SEQUENCE