Title: Speaking to Persuade
1Chapter 15
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
3Introduction (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
4But 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.
5The 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
6The 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
7How 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
8How 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
9The 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
10Persuasive 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?
11Persuasive 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
12Analyzing 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
13Persuasive 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
14Persuasive 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
15Persuasive Speeches on Questions of Value(contd)
- Organizing Speeches on Questions of Value
- Persuasive speeches on questions of value are
almost always organized topically
16Persuasive 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?
17Persuasive 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
18Persuasive 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
19Persuasive 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
20Persuasive 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
21Organizing 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
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