Review

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Review

• Have out a list of the patterns of organization
  for persuasive speeches of policy.

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1. What pattern of organization is being used in
the following?

• I. Alcohol-related traffic accidents kill more
  college age people than any other single problem.
• II. Drinking and driving is a social problem that
  is caused by peer pressure, inconsistent laws,
  and irresponsible actions.
• III. You can help combat this problem by taking
  three simple steps.

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2. What pattern of organization is being used in
the following?

• I. This nation faces a serious crisis of voter
  apathy.
• II. You must register, study and vote to
  contribute positively to the process.
• III. You must act because in a nation where
  everyone votes responsibly we would achieve the
  vision of intelligent discussion of issues and
  candidates who are held accountable.
  visualization!

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3. What pattern of organization is being used in
the following?

• Lax security in the ISU dorms threatens the
  safety of undergraduates.
• Keeping residence hall entrances locked 24-hours
  a day will make ISU students safer.

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4. What pattern of organization is being used in
the following?

• I. We could escape the state budget deficit by
  cutting funding for state services and for state
  universities.
• II. We could escape the state budget deficit by
  reducing pay to all state employees through
  furloughs.
• III. The best way to escape the state budget
  deficit is through raising the states income
  taxes.

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Building A Persuasive Speech

• What are the 3 Ps?

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Moving from analysis to proof

• Methods of Persuasion

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Aristotle Greek teacher/scientist (384-322 B.C.)

• Student of Plato
• Teacher of Alexander the Great
• Author of over 170 works 30 of which survive
• His work, the Rhetoric, is widely regarded as the
  most important work on persuasion ever published.

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Aristotle asked how do we come to believe
something or to believe we should act in a
certain way in the absence of knowing the truth?

• Ethos--ethical, credibility appeal
• Pathos--pathetic, emotional appeal
• Logos--logical, rational appeal

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Ethos
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Pathos
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Logos
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Three Types of Support Material

• Examples
• Statistics
• Testimony

• Pathos
• Logos
• Ethos

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• Best when ethos, logos and pathos all work
  together.
• Easiest way to accomplish this?
• Include testimony and statistics and examples as
  you build your case.

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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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Logos, Ethos and Pathos in the Driving Age Speech

• Structure and evidence give a strong
  logos/rational appeal.
• Personal connection to tragedy, confidence in
  delivery, adapting to audience give a strong
  ethos/credibility appeal.
• Personal story, translated numbers, intense
  conclusion give a clear pathos/emotional appeal.

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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

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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 revealed..yes
• 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.
  ???

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Plan Practicality Issue

• Federal legislation should regulate the use of
  antibacterial products.
• FDA regulates antibiotics by requiring
  prescription from a doctor so they can regulate
  this.
• You should stop buying these products.
• Centers for Disease Control testimony says you
  can keep germs away by using regular soap.
• Study at U North Carolina found hand washing to
  be more effective.
• 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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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

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Patterns of Reasoning
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Read the following passage out loud.

• FINISHED FILES ARE THE RE-
• SULT OF YEARS OF SCIENTIF-
• IC STUDY COMBINED WITH
• THE EXPERIENCE OF YEARS.

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Reasoning deduction induction

• Deduction arguments that run from general to
  specific they are characterized by necessity.
• Induction arguments that run from specific to
  general they are characterized by an inductive
  leap.

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Classic form of Deduction the syllogism

• The U.S. Constitution guarantees citizens the
  right to vote.
• Women are citizens.
• The U.S. Constitution guarantees women the right
  to vote.

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Induction Deduction

• Argument in yesterdays Daily that the Supreme
  Court should rule that lethal injection is
  inhumane.
• Sodium pentothal wears off before death causing
  extreme pain.
• Trapped prisoner cannot speak.
• Texas has banned the use of these drugs to put
  dogs and cats to sleep.
• The example of Angel Diaz..took 37 min. and two
  injections and he was conscious for 24 minutes.
• And so lethal injection is not humane.
• INDUCTION

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Deduction or Argument from Principle

• There is no form of execution that can be made
  humane.
• Lethal injection is a form of execution.
• Lethal injection can not be made humane.

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The Enthymeme

• Assumes that the audience will supply a part that
  is missing.
• Shes a girl she cant throw the ball.
• Girls cant throw balls.
• Hes a man he wont stop to ask directions.
• Men wont stop to ask directions.
• The people of Iraq are intelligent people, they
  support Democracy.
• Intelligent people support Democracy.

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Enthymemes

• 16 year olds have undeveloped brains so they
  cant judge risks.
• People with undeveloped brains cant judge risks.
• By writing a letter to your representative, you
  can help pass this law.
• Writing letters leads to passing new laws.

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Beware the false principle

• The police say he committed the crime, so he
  committed the crime.
• stereotypes
• starting from principles that only those who
  already agree with you would maintain.

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Inductive reasoning specific instances

• Otherwise known as generalization arguments.
• Surveys and studies are often grounded in
  reasoning from specific instances.
• Neilson ratings and representative samples
• composed of a cross-section of nearly 10,000
  representative homes throughout the United
  States

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Specific Instances Antibacterial Soaps

• Antibacterials are not effective
• Study Columbia School of Nursing shows people who
  use are just as likely to get sick as those who
  dont.
• Testimony by Eric Kupferberg products dont
  lower the of germs you encounter.
• Dr. Larson testimony
• Cold and flu are from viruses not bacteria, so
  these products cant prevent those diseases

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Specific Instances Teen Driving Speech

• There are too many car accidents, death and
  injuries involving teen drivers.
• National Hwy Safety Administration Info
• 7 of drivers, but are 14 of fatalities
• 3,657 teen drivers killed last year
• 2,384 teen passengers killed
• 2, 625 21 and older killed in accidents with teen
  drivers
• Insurance Institute for Highway Safety
• Teens have highest of crashes caused by
  speeding, and driver error and the most single
  car crashes
• USA Today says 16 yr olds are 3 times more likely
  to be in a fatal crash than older drivers.

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Beware the Hasty Generalization

• my friends and I watched violent cartoons and
  never committed a crime, so . . . .
• the two people I sat next to in lecture got Bs on
  their speeches, so everybody but me got a B on
  the speech.
• but Mom, everybody else is going to the party!
• which moves us toward the bandwagon fallacy

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Arguments from Analogy

• Figurative
• He wont make a good company president because
  you cant teach an old dog new tricks
• Literal
• Socialized medicine works in Canada, so
  socialized medicine will work in the U.S.
• both are grounded in the concept of similarity

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Figurative Analogies

• Useful for framing an argument
• Not useful as proof/evidence
• It doesnt really pass the test of similarity
• It is typically heard as pathos not logos

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Figurative Analogy

• Malcolm X on integrating the
• Civil Rights Movement
• "Its just like when youve got some coffee
  thats too black, which means its too strong.
  What do you do? You integrate it with cream, you
  make it weak. But if you pour too much cream in
  it, you wont even know you ever had coffee. It
  used to be hot, it becomes cool. It used to be
  strong, it becomes weak. It used to wake you up,
  now it puts you to sleep."
• "Message to the Grass Roots," speech, Nov. 1963,
  Detroit (published in Malcolm X Speaks, ch. 1,
  1965).

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Analogies can help prove claims

• When it comes to putting down cats and dogs,
  Texas bans the use of the lethal injection drugs
  used to execute death row inmates.
• If such drugs are too inhumane to use on animals,
  they are too inhumane to use on people.
• The cases compared are literally similar.

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Analogies can help prove practicality

• We can solve the problems of antibacterial
  products by government regulation.
• The government already regulate antibiotics since
  you need a prescription to get them.
• So the government can regulate antibiotics in
  consumer products.

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Analogies can help prove practicality

• We eliminated the half penny in 1857 without
  harmful effect, so we can eliminate the penny
  today.

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Weak Analogies?

• A ban on all alcohol use in the dorms will work
  at ISU because such a ban worked at Luther
  College.
• The university shouldnt be able to tell me what
  classes I have to take after all, the store
  manager doesnt tell me what groceries to buy.
• We praise the lives of soldiers who sacrificed
  their lives for the sake of others, why cant we
  celebrate embryos sacrificed in order to save the
  lives of others?

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Causal Arguments

• The most challenging of the types of reasoning.
• We cant see causal relationships, we can only
  infer them.
• Examples
• cigarettes cause lung cancer
• Billing problems at bookstore cause overdraft
  fees

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Causal Argument Challenges

• post hoc ergo propter hoc
• after this therefore because of this
• confusing a relationship in time with cause and
  effect
• seen in superstitions
• seen in just look what happened after we . . . .
  arguments.

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Causal Argument Challenges

• multiple causation
• rainforest destruction is the cause of global
  warming
• T.V. is responsible for school violence.
• my printer problem caused me to be unable to do
  my speech
• correlation vs. causation

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Causal Reasoning

• Antibacterial Products
• Dr. Larson testimony
• Cold and flu are caused by viruses not bacteria,
  so these products cant prevent those diseases
• Chewing Tobacco
• causal chain Chewing tobacco contains grit and
  sand, which wear away at teeth it also contains
  sugar which wears away at teeth, leading to
  cavities and then tooth loss. Loss of teeth in
  turn can encourage gum disease, which can lead to
  additional tooth loss.

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Tips for success in causal reasoning.

• use causal chains to help the audience see the
  causal relationship.
• use testimony of experts to support conclusions
• combine them with specific instances arguments

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Fallacies of Reasoning

• False principle
• Hasty generalization
• Weak (invalid) analogy
• Post Hoc or false cause

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Additional Fallacies

• Bandwagon
• Red herring
• Slippery slope
• Ad hominem
• Either-or

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Practice
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What kind of reasoning and how strong is it?

• According to a study by the American Medical
  Association, men with bald spots have three times
  the risk of heart attack as men with a full head
  of hair. Strange as it may seem, it looks as if
  baldness is a cause of heart attacks.
• The U.S. Constitution guarantees all citizens the
  right to bear arms. Gun control legislation
  infringes on the right of citizens to bear arms.
  Therefore, gun control legislation is contrary to
  the Constitution.

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More practice

• If we encourage elementary school students to use
  computers in class, they will spend less time
  reading books. As a result, they will fall
  behind in developing reading, writing and
  thinking skills. Pretty soon well have a
  generation of illiterates on our hands.
• Raising a child is like having a pet--you need to
  feed it, play with it, and everything will be
  fine.

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More practice

• I dont see any reason to wear a helmet when I
  ride a bike. Everyone bikes without a helmet.
• There can be no doubt that the Great Depression
  was caused by Herbert Hoover. He became
  President in March 1929, and the stock market
  crashed just seven months later.

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More practice

• Its ridiculous to worry about protecting
  Americas national parks against pollution and
  overuse when innocent people are being killed by
  domestic terrorists.
• I cant support Representative Freys proposal
  for campaign finance reform. After all, he was
  kicked out of law school for cheating on an exam.

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END
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Patrick Henry Give me liberty or give me death!

• Problem
• It is a question of freedom or slavery
• Our petition has been received with an insidious
  smile.
• They are preparing for war.
• Plan almost comparative advantages case
• Weve tried argument.
• Weve tried humble supplication
• We have petitioned.
• We must fight!

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• Practicality
• We may be weak, but we are stronger now than we
  would be later.
• They are not prepared for resistance.
• We have millions of people engaged in a holy
  cause.
• There is a just God who will support us.
• There are friends who will help us.
• There is, in fact, no choice.