Chapter TwentyFour

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Chapter Twenty-Four

• The Persuasive Speech

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Chapter Twenty-Four

• Table of Contents
• What Is a Persuasive Speech?
• The Process of Persuasion
• Classical Persuasive Appeals
• Contemporary Persuasive Appeals

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What Is a Persuasive Speech?

• Persuasion the process of influencing attitudes,
  beliefs, values, and behavior.
• Persuasive speaking speech intended to influence
  the beliefs, attitudes, values, and acts of
  others.

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What Is a Persuasive Speech?

• Persuasive speeches
• Attempt to influence audience choices
• Limit alternatives
• Seek a response
• Respect audience choices

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What Is a Persuasive Speech?Persuasive Speeches
Attempt to Influence Audience Choices

• The goal is not to increase understanding and
  awareness it is to influence audience choices.
• This influence can vary from slight shifts in
  opinion to wholesale changes in behavior.

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What is a Persuasive Speech?Persuasive Speeches
Limit Alternatives

• A persuasive speech will have at least two
  viewpoints.
• Persuasion seeks to weigh the alternatives to
  demonstrate that one alternative is ultimately
  preferable.

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What is a Persuasive Speech?Persuasive Speeches
Seek a Response

• Perspective taking leading the audience to a
  perspective that is the speakers.

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The Process of Persuasion

• Guiding the audience to adopt a particular
  attitude, belief, or behavior that you favor.

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The Process of Persuasion

• To influence your listeners you must understand
  how their attitudes, beliefs, and values might
  affect the way they view your position.

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The Process of Persuasion

• Relate your message to the audience.
• Show how the change will benefit them.
• Have a strong attitude.
• Seek minor changes.
• Present yourself as truthful.

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The Process of Persuasion

• Convince your audience that a change will make
  them feel satisfied and competent.
• Be moderate in your position.
• Listeners must be assured they will be rewarded
  if they listen to you.

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Classical Persuasive Appeals

• Aristotle believed that persuasion could be
  brought about by through the use of three means
  of persuasion, or forms of rhetorical proof.

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Classical Persuasive Appeals

• Forms of rhetorical proof the nature of the
  message, the audiences feelings, and the
  personality of the speaker.

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Classical Persuasive Appeals

• Logos Appeals to Audience Reason
• Pathos Appeals to Audience Emotion
• Ethos Appeals to Speaker Character

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Classical Persuasive AppealsLogos Appeals to
Audience Reason

• Many persuasive speeches focus on serious issues
  requiring considerable thought.
• Logos refers to persuasive appeals directed at
  the audiences reasoning on a topic.

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Classical Persuasive AppealsLogos Appeals to
Audience Reason

• Syllogism a three-part argument consisting of a
  major premise, a minor premise, and a conclusion.
• Enthymeme a syllogism presented as a probability
  instead of an absolute states either a major or
  minor premise but not both.

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Classical Persuasive Appeals Pathos Appeals to
Audience Emotion

• Pathos involves an appeal to audience emotion.

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Classical Persuasive Appeals Pathos Appeals to
Audience Emotion

• You can identify and appeal to the following
  emotions
• Anger and meekness
• Love and hatred
• Fear and boldness
• Shame and shamelessness

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Classical Persuasive AppealsEthos Appeals to
Speaker Character

• Ethos the nature of the speakers moral
  character and personality.

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Classical Persuasive AppealsEthos Appeals to
Speaker Character

• Elements of an appeal based on ethos
• Good sense the speakers knowledge of and
  experience with the topic.
• Moral character reflected in the manner in which
  a speaker presents an argument.
• Goodwill an interest and concern for the welfare
  of the audience.

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Contemporary Persuasive Appeals

• Current theories expand upon Aristotle by
  considering audience needs, rationales for
  choice, and ways of processing information.

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Contemporary Persuasive AppealsMotivating
Listeners by Appealing to Their Needs

• Appealing to audience needs is one of the most
  commonly used strategies for motivating people.
• Abraham Maslows hierarchy of needs a set of
  five basic needs ranging from the essential to
  the less critical

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Contemporary Persuasive AppealsMotivating
Listeners by Appealing to the Rationales for
Their Behavior

• Maslows Hierarchy
• Physiological
• Safety
• Social needs
• Self-esteem
• Self-actualization

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Contemporary Persuasive AppealsMotivating
Listeners by Appealing to the Rationales for
Their Behavior

• Expectancy-Outcome Values Theory maintains that
  people consciously evaluate the potential costs
  and benefits (or value) associated with taking a
  particular action.

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Contemporary Persuasive AppealsMotivating
Listeners by Making the Message Relevant to Their
Concerns

• Elaboration Likelihood Model a theory that
  suggests people process persuasive messages by
  one of two mental routes (central processing or
  peripheral processing), depending on their degree
  of involvement in the message.

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Contemporary Persuasive AppealsMotivating
Listeners by Making the Message Relevant to Their
Concerns

• Central Processing listeners who are influenced
  primarily by the strength and quality of a
  speakers argument.

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Contemporary Persuasive AppealsMotivating
Listeners by Making the Message Relevant to Their
Concerns

• Peripheral Processing listeners who are more
  likely to be influenced by non-content issues,
  because they find the message too complex or
  irrelevant.