Speaking to Persuade - PowerPoint PPT Presentation

About This Presentation
Title:

Speaking to Persuade

Description:

Chapter 15 Speaking to Persuade Introduction What have you done this morning? Did you persuade? How? Persuasive Speech: A speech designed to change or reinforce the ... – PowerPoint PPT presentation

Number of Views:146
Avg rating:3.0/5.0
Slides: 23
Provided by: Del163
Category:

less

Transcript and Presenter's Notes

Title: Speaking to Persuade


1
Chapter 15
  • Speaking to Persuade

2
 Introduction
  • What have you done this morning?
  • Did you persuade? How?
  • Persuasive Speech A speech designed to change or
    reinforce the audiences beliefs or actions
  • Persuasion, as a form of communication, has been
    studied for the past 2,000 years
  • Famous examples?
  • Cuban missile crisis Adlai Stevenson
  • Colin Powell?
  • Civil Rights Martin Luther King
  • I have taken three classes in itI teach one
    there are still things I am learning about it

3
Introduction (contd)
  • When you speak to persuade, you act as an
    advocate. Potential Goals?
  • Defend an idea
  • Refute an opponent politics
  • Sell a program/product orange clean
  • Inspire to action (although this will be next
    time)
  • You will learn a systematic process in this class
  • The major type of persuasive speeches we will
    deal with include
  • Fact
  • Value
  • Policy

4
But first The Psychology of Persuasion
  • Persuasion always occurs in a situation where two
    or more points of view exist
  • These perspectives may be polar or just differ by
    degrees
  • The difference of opinion produces the need for
    persuasion
  • Group projects? My next EGRATS study.

5
The challenge of Persuasive Speaking
  • Persuasion is the most complex and challenging
    form of public speaking.
  • This is why you didnt start with the persuasive
    speech
  • Topics can often be controversial
  • People resist messages that challenge their
    attitudes, values and beliefs
  • Resistance can make your job more difficult
  • Some audiences will never agree with you,
    regardless of your level of confidence,
    preparation and evidence
  • Be realistic in your expectations
  • Do not expect to convince people to forgo their
    previously held perspective
  • Set your goal to make a few people reconsider
    their position
  • Remember that magnitude, not only valence, can be
    persuasion

6
The challenge of Persuasive Speaking (contd)
  • Audience feedback and prior analysis are KEY
  • You must know where your audience stands prior to
    your speech
  • You must pay attention to feedback during your
    speech so you can adapt
  • EYE CONTACT IS ABSOLUTELY NECESSARY
  • You should have many examples in storage, in case
    the audience isnt buying an argument
  • Above all, realize Persuasion is all about
    Strategy

7
How Listeners process persuasive Messages
  • Persuasion is something speakers do with an
    audience
  • The audience wont be actively participating in
    the discussion
  • The audience will be actively participating by
    influencing your need to clarify points

8
How Listeners process persuasive Messages (contd)
  • Mental dialogue with the audience
  • The mental give-and-take between speaker and
    listener during a persuasive speech
  • Audience assesses
  • Credibility, delivery, supporting materials,
    language, reasoning, and emotional appeals
  • Mental dialogue is most vigorous when the topic
    is very relevant to the audience members
  • You must anticipate audience concerns
  • Put yourself in their perspective
  • Sometimes the best strategy is to let them
    counter-argue for a couple of seconds, then
    knowingly address that point                     
                                       

9
The Target Audience
  • The portion of the whole audience that the
    speaker most wants to persuade
  • Concentrating on a target audience does not mean
    that you ignore or insult the rest
  • Consider advertising
  • Some examples of ad campaignswho do they relate
    to who is the target audience?
  • Beer meta analysis and teens
  • Advertising firms use the same strategies we
    presented in chapter 5
  • Survey this is almost a requirement
  • Questionnaires
  • Interviews

10
Persuasive Speeches on Questions of Fact
  • What are questions of Fact?
  • Questions about the truth or falsity of an
    assertion
  • Some have definite answers (Bo-ring)
  • Who are the two teams in the world series? How
    many seconds are there in an hour?
  • Typically these answers can be found in reference
    material
  • Some are more indefinite
  • Predictions of future trends?
  • The Year 2000
  • Global catastrophe
  • Y2K computer bug
  • Terrorism
  • Inconclusive evidence (for ideas, watch
    Conspiracy Theory)
  • Who Shot JFK?
  • Can spy satellites really follow my car?
  • Is OJ innocent?
  • Do UFOs exist?

11
Persuasive Speeches on Questions of Fact (contd)
  • Questions of Fact only become persuasive in
    nature when the audience entertains serious
    doubts with respect to the answer

12
Analyzing Questions of Fact
  • Persuasive speeches on questions of fact can
    resemble informative speeches
  • However, informative speeches are non-partisan
    persuasive speeches you should be taking a stand
    (partisan)
  • Your goal is to present the facts as persuasively
    as possible
  • Draw a conclusion, that is supported by your
    facts
  • Consider the need for courtroom trials you are
    the lawyer in your closing argument
  • Organizing Speeches on Questions of Fact
  • Persuasive speeches on Questions of Fact are
    typically organized topically

13
Persuasive Speeches on Questions of Value
  • What are questions of Value?
  • Questions about the worth, rightness, morality,
    and so forth of an idea or action
  • Second Grade Whose dad is the best dad ever?
  • Is the cloning of human beings morally
    justifiable?
  • What are the ethical responsibilities of
    journalists, teachers or public officials?
  • Heroin Town
  • Analyzing Questions of Value

14
Persuasive Speeches on Questions of Value(contd)
  • Questions of Value are not simply matters of
    personal opinion
  • I enjoy bicycle riding (uh good for
    you)vs.
  • Bicycle riding is the ideal form of land
    transportation
  • Similarly, the justification for your claim
  • Can NOT be because I like it (I dont care.)
  • Should be evidence
  • First define ideal form of land transportation
  • Next relate the bicycle to each of the previous
    assertions
  • The evidence you provide becomes your standard by
    which you measure the claim against              
                                                 

15
Persuasive Speeches on Questions of Value(contd)
  • Organizing Speeches on Questions of Value
  • Persuasive speeches on questions of value are
    almost always organized topically

16
Persuasive Speeches on Questions of Policy
  • What are questions of Policy? (The best)
  • Questions about whether a specific course of
    action should or should not be taken
  • Should we institute online voting as legal for
    all elections?
  • Should commercial airline pilots be allowed to
    carry a gun?
  • Should UConn allow students, who already are
    paying tuition and fees, to park for free?

17
Persuasive Speeches on Questions of Policy
(contd)
  • Types of Speeches on Questions of Policy
  • Two potential goals Gain passive agreement or
    gain immediate action
  • Gain Passive Agreement (Persuasive Speech)
  • Often a consideration of passive vs. active voice
  • A persuasive speech in which the speakers goal
    is to convince the audience that a given policy
    is desirable without encouraging the audience to
    take action in support of the policy
  • Ex To persuade my audience that
    affirmative-action programs should not be
    eliminated

18
Persuasive Speeches on Questions of Policy
(contd)
  • Types of Speeches on Questions of Policy (contd)
  • Gain Immediate Action (Motivational Speech)
  • A persuasive speech in which the speakers goal
    is to convince the audience to take action in
    support of a given policy
  • Active vs. Passive voice
  • To persuade my audience to vote in favor of
    retaining affirmative action policies
  • Action reinforces belief
  • Research shows that people tend to forget
    messages after a few days
  • Long term change is difficult, but made easier
    through action                                   
                           

19
Persuasive Speeches on Questions of Policy
(contd)
  • Analyzing Questions of Policy
  • Three basic issues to face in persuasion Need,
    Plan, and Practicality
  • Need
  • The first basic issue in analyzing a question of
    policy
  • Is there a serious problem or need that requires
    a change from current policy?
  • If it aint broke
  • Burden of Proof
  • The obligation facing a persuasive speaker to
    prove that a change from current policy is
    necessary

20
Persuasive Speeches on Questions of Policy
(contd)
  • Analyzing Questions of Policy (contd)
  • Plan
  • The second basic issue in analyzing a question of
    policy
  • If there is a problem with current policy, does
    the speaker have a plan to solve the problem?
  • Note In class, you wont have time to give a
    detailed discussion, just briefly cover its main
    features
  • Practicality
  • The third basic issue in analyzing a question of
    policy
  • Will the speakers plan solve the problem?
  • Will it create new and more serious problems?
  • You must be able to demonstrate that your
    solution will yield a better result than the
    current one

21
Organizing Speeches on Questions of Policy
  • Problem Solution Order
  • Recall The first main point deals with the
    existence of a problem
  • Recall The second point presents a solution
  • Problem Cause Solution Variant
  • First Problem
  • Second Causes of the Problem
  • Third Proposed solution
  • Comparative Advantages Order
  • Each main point explains why a speakers solution
    to a problem is preferable to other proposed
    solutions

22
(No Transcript)
Write a Comment
User Comments (0)
About PowerShow.com