Building A Persuasive Speech Day 2

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Building A Persuasive Speech Day 2

• Anti-Bacterial Products Speech for Review
• Quiz 2
• 3 Modes of Persuasion Types of Evidence
• Break
• Sample Live Speech
• Research Help

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Analyzing Bursting the Antibacterial Bubble

• Specific Purpose
• To persuade my audience that the federal
  government and consumers must act to deal with
  the problems created by the use of antibacterial
  household problems.
• Central Idea
• The use of antibacterial household
  products is creating health and environmental
  problems that require action by government and
  consumer alike.

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Sample Speech on Antibacterials

• Attention
• Compares plotline of movie Boy in the Plastic
  Bubble with the overuse of antibacterial
  produces.
• Credibility
• Studied antibacterial products in public health
  class
• Read research on the topic
• Topic revealedyes
• Relating to the audience
• Before I learned more I used these products and
  my survey shows that 70 of you do too.
• Language use of you we ourselves
• Preview
• These products create more problems than they
  solve.
• Well look at some solutions.

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Building the Persuasive Speech

• I. Use of antibacterial products causes many
  serious problems.
• A. Their use is widespread.
• B. They are not effective.
• C. They increase the chance of getting sick.
• D. They harm the environment.
• II. The problems of antibacterial products can
  be solved through actions by the federal
  government and consumers.
• A. Government must regulate antibacterial
  products.
• B. Consumers, you, should stop using
  antibacterial products.

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Problem Issue Evidence

• Use of Antibacterials is widespread
• Statistic
• Alliance for the Prudent Use of Antibiotics says
  75 of liquid soaps and 33 of bar soap are AB.
• Brief examples (shows products)
• Boston Globe reports other large items like
  mattresses.
• Testimony from New York Times the biggest
  marketing coup since bottled water.

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Problem Issue Evidence

• Antibacterials are not effective
• Study by Elaine Larson, assoc. dean of the
  Columbia School of Nursing shows statistical
  evidence
• Study by Eric Kupferberg, assoc. director of the
  Harvard School for Public Health offers testimony
• Dr. Larson testimony
• Cold and flu are from viruses not bacteria, so
  these products cant prevent those diseases

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Problem Issue Evidence

• Antibacterials can increase illness
• Testimony from Stuart Levy, prof. of microbiology
  and medicine at Tufts.
• Testimony from Dr. James Chin, research scientist
  from South Wales.
• Low dose exposure to bacteria and viruses keeps
  us healthy.
• Testimony from Dr. Myron Genel, Chair of the AMA
  council on scientific affairs.
• Antibiotic resistant bacteria are untreatable

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Problem Issue Evidence

• Antibacterials appear to harm the environment
• Testimony, Rolf Halden of Johns Hopkins reports
  on antibacterials in the water supply.
• Testimony U.S. Geological Survey reports
  antibacterial chemicals in remote water.
• These chemicals are known to pollute the water
  supply, disrupt fish reproduction and growth.
  source???

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Plan Practicality Issue

• Federal legislation should regulate the use of
  antibacterial products. PLAN
• FDA regulates antibiotics by requiring
  prescription from a doctor so they can regulate
  this. PRACTICALITY
• You should stop buying these products. Plan 2
• Centers for Disease Control testimony says you
  can keep germs away by using regular soap.
  PRACTICALITY
• Study at U North Carolina found hand washing to
  be more effective. PRACTICALITY
• Sickbert-Bennet , public epidemiologist,
  testimony that it is more practical since you
  wash away germs rather than rubbing them into
  your skin.

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Quiz 2

• As you finish just sit tight well pass them in
  all at once. Think about other things that will
  help you prove Problem, Plan and Practicality in
  your own speech yep, you better get question 1
  right now.

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Building A Persuasive Speech

• Means of persuasion, appeals, evidence

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The 3 Big Questions your audience is always going
to ask

• What's the problem? Why do we need to change?
• What's the plan? What exactly do we need to do?
• Is it practical? Will the plan solve the
  problem? What other costs benefits does it
  have?

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The 3 Basic Answers you can use as you reply

• Logos (good reasons)
• Ethos (you know best
• and they can trust you)
• Pathos (it feels right)

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To answer their questions, your audience can
rely...
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Are appeals to emotion (pathos) ethical?
Studies of brain-damaged patients show that
people without emotions have severe deficiencies
in social and practical decision-making.
Dr. Antonio Damasio
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• School B
• Closer to home
• Better financial aid
• Better extracurricular activities
• Good major
• Friends going there
• Outstanding teaching faculty
• Recommended by teachers
• Smaller
• Early admission
• Nicer dorms
• Higher graduation rates
• Better football team
• Fewer required courses

• School A
• Lower cost
• More active social life
• Better career counseling
• Better study abroad
• Better foreign languages
• Nicer campus
• Outstanding research faculty
• Excellent alumni network
• More prestigious
• Bigger
• More diverse
• More volunteerism
• Better athletic facilities

Which one feels right?!
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Basic methods for establishing logos, ethos,
pathos
Type of appeal Type of evidence
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Threes
Three questions

• What's the problem?
• What's your plan?
• Is it practical?

Three answers

• Logos
• Ethos
• Pathos

• Statistics
• Experts
• Examples

Three forms of support
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To develop your appeals imagine your audience's
questions and answer them in advance
"Antonio Damasio says emotion helps us make good
decisions!"
So what? Who is he, anyhow?
"Dr. Antonio Damasio, Director of the Brain
Creativity Institute at the University of
Southern California, author of three books and
numerous articles on the neurology of emotions,
has pointed out that...."
Ethos
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There are obvious questions audiences might have
about each type of evidence.
Ethos Expert testimony
So what? Who is that, anyhow?
Logos Statistics
So what? How much is that, really?
Pathos Example
What happened? Fill me in on the details!
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Summary of all methods

• Logos
• Statistics
• Specific instances
• Principle
• Causal
• Analogical
• Reason giving!

• Ethos
• Expert testimony
• Personal competence
• Personal character
• Common ground
• Deliver with conviction

• Pathos
• Examples
• Emotional language
• Deliver with conviction
• Share your passion

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Appeals in Antibacterial Speech

• Ethos
• Lots of testimony with clearly identified and
  credible sources
• Obvious personal concern
• Pathos
• Personal concern esp. antibiotic resistance and
  environmental issue
• throwing our money away
• Logos
• Central appeal of this speech
• Antibacterials cant kill the viruses that cause
  disease dont work cause harms
• Lots of evidence and reasoning

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Rule of thumb for creating your policy persuasive
speech

• In general, for every claim you make about
  Problem, Plan, or Practicality you should use at
  least
• one set of statistics
• one piece of expert testimony
• one vivid example

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Break

• After break a LIVE sample speech on pet adoption,
  then Research Methods

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Listen and check it off if you hear him do it

• Logos
• Statistics
• Specific instances
• Principle
• Causal
• Analogical
• Reason giving!

• Ethos
• Expert testimony
• Personal competence
• Personal character
• Common ground
• Deliver with conviction

• Pathos
• Examples
• Emotional language
• Deliver with conviction
• Share your passion

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Research Methods

• Discovering and Evaluating the statistics,
  examples and expert testimony you need

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Central Questions About Sources

• Question 1 Expertise?
• Does the person who wrote this know what he/she
  is talking about?
• Question 2 Bias?
• Does the person who wrote this have financial or
  ideological interests which significantly distort
  his/her judgment?
• Question 3 Reviewed?
• Did anyone else spend time figuring out if this
  was good information?

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Other instances where we trust outside evaluators

• Letters of reference for job applicants
• Second opinions for medical problems
• Consumer Reports for major appliances
• Endorsements for presidential candidates
• Student ratings of professors
• The EnergyStar seal of approval
• for energy-efficient products

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"Outside evaluation" of information

• Editors of major newspapers magazines
• Peer review of articles in scholarly journals
• Review of medical information on WebMD
• Librarians' collection of sources on our
  Instruction Commons website our "virtual
  library"

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Our Virtual Library
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A REQUIRED resource from the "virtual library"
NOTE Academic OneFile replaces "Expanded
Academic ASAP"
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The three big questions for ALL sources

• Expertise Does the person who wrote this know
  what he/she is talking about?
• Bias Does the person who wrote this have
  financial or ideological interests which
  significantly distort his/her judgment?
• Review Has this information been reviewed by a
  neutral party?

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Audience questions about info

• Who is the author of the website?
• What are the author's credentials? Is the author
  an authority on the subject? Is it another
  student? A professor? Your next door neighbor?
• Is the author an organization? What do you know
  (or what can you find out) about this
  organization? What is its purpose?
• Is the site well edited? Are there spelling or
  grammatical errors? Is it written in a style
  that you would expect for the topic and audience?
  
• How current is the information?
• What is the purpose of the site? To inform? To
  sell? To persuade?
• Who is the intended audience? Advanced
  researchers in a field? Elementary school
  students? Members of a particular organization
  or viewpoint?
• If there is advertising on the page, does this
  affect the content?
• (lots lots more...)

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Analyzing the Chewing Tobacco Speech
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Sample Speech on Chewing Tobacco

• Attention
• detailed story of Tom
• images
• Credibility
• Im studying to be a dentist dad is
• I have seen it
• Topic revealed
• Relating to the audience
• Example is a WI 23 year old? Fear appeal?
• Preview
• The many problems resulting from chewing tobacco.
• Actions we can take to change the use of chewing
  tobacco.

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Building the Persuasive Speech

• I. Chewing tobacco causes many serious
  problems.
• A. Its use is widespread.
• B. It causes problems such as tooth loss, gum
  disease and even death.
• II. The problems of chewing tobacco can be
  solved by taking two major steps.
• A. Change Wisconsin laws to increase the
  penalties and the enforcement for selling chewing
  tobacco to minors.
• B. Ban use of chewing tobacco at professional
  sporting events.

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Problem Issue

• Its use is widespread.
• The A.C.S. says
• one in twelve Americans is a regular user.
• The average age of first use is 10.
• 40 of high school boys say they have tried it.
• 21 of kindergartners (boys?) have tried it.
• It causes problems such as tooth loss, gum
  disease and even death.
• American Dental Association info on all three
  problems
• Extended example of Sean Marsee

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Plan Issue

• Change Wisconsin laws to increase the penalties
  and the enforcement for selling chewing tobacco
  to minors.
• WI Department of Law Enforcement
• You can help by writing a letter asking for this
  law.
• Ban use of chewing tobacco at professional
  sporting events.
• You can help by writing a letter to your favorite
  team or athlete.

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Practicality

• Change laws
• Laws must be enforced and have penalties to be
  effective
• Californias law is effective.
• American Dental Association
• Change sports
• Kids imitate role models if they say it is
  wrong, itll make a difference.
• American Dental Association
• Kansas City Royals has already banned it.

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Ethos Logos and Pathos in the Teen Driving Speech

• Pathos
• Personal story
• translated numbers
• intense conclusion

• Logos
• structure
• evidence
• reasoning

• Ethos
• Personal connection to tragedy
• confidence in delivery
• adapting to audience

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Logos, Ethos and Pathos in the Bone Marrow Speech

• The statistics and other evidence in the problem
  section help ground the logos/rational appeal of
  the speech.
• The fact that she is part of the registry, her
  experience in the process of donating and her
  evident research build the ethos/credibility
  appeal.
• The stories of need, the simplicity of the
  process, the examples of lives saved, and the
  you can make a difference appeal establish the
  pathos/emotional energy of the speech.

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The Building Blocks

• Strong Analysis Problem, Plan, Practicality
• Evidence / Supporting Material using Ethos, Logos
  and Pathos
• Statistics, Examples, Testimony
• Reasoning
• Principle
• Specific Instances generalization
• Analogy
• Causal
• Audience Connection
• With Content Mental Dialogue
• With Structure
• With Delivery