Persuasive Speaking

Create-Reinforce-Change

Knowledge

Speak to influence the audience's choices

Limit alternatives--
represent at least 2 view points

Audience

• The more you know about the audience the more you will know how to reach them
• Remember audience anaylsis

Key Factors

• meet psychological needs
• seek minor change
• find common ground
• change=satisfaction
• position is moderately different
• audience wants reward
• speaker must be credible

Aristotle's Rhetorical Proof

• Logos= reasoning
• Pathos= emotion
• Ethos=speaker character

Example of a Syllogism

• General case-All people are mortal
• Specific case- I am a person
• Conclusion-Therefore I am mortal

SYLLOGISM
Major Premise-general
Minor Premise-specific
Conclusion

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Example Ethymeme

• Regular aerobic exercise improve heart health
• So, swimming regularly should improive your cardiovascular health

Moslow's Hierarchy of Needs

• self actualization
• self esteem
• social
• safety
• physiological

Expectancy Outcome Values Theory

• People evaluate the potential costs & benefits associated with taking a particular action.

4 Components of the Expectancy Outcome Values

• Attitude
• Subjective norms
• Intentions
• Behavior

Elaboration Likelihood Model

• Central Processing
• Peripheral Processing

Trustworthiness

• Most important attribute
• We respond favorable when the speaker is like us

Credibility

• The audience perception & attitudes toward the speaker's perceived expertise

Argument

Organizing a Persuasive Speech

Argument

• A stated position with support for or against an idea or issue

Organizing the Argument

• Consider your argument
• The evidence
• The audience
• Purpose of the speech

The Audience

• Get the audience's attention
• Establish credibility

Problem Solution Pattern

• Nature of the problem
• Justify the proposed solution

Problem Cause Solution Pattern

• Nature of the problem
• Reasons for the problem
• Unsatisfactory solution
• Proposed solution

Refutation Pattern

• Address each main point
• Refute an opposing claim
• *Refuting only weak claims will not sway your audience.
• ---->>>

Monroe's Motivated Sequence

• Attention
• Need
• Satisfaction
• Visualization
• Action

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Comparative Advantage

• Audience knows the problem/issue
• Agrees a solution is needed

Refutation Pattern

• State opposing position
• Describe implications of the opposing claim
• Offer evidence for your position
• Contrast your position/opposing position

SYLLOGISM

• Major Premise-general case
• Minor Premise=a specific case
• Conclusion

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Ethymeme