Essentials of Public Speaking Persuasive Methods and Theories Chapter 13 Essentials of Public Speaking Cheryl Hamilton 5th Edition Cheryl Hamilton, Ph.D. Chapter 13 – Persuasive Methods and Theories

Chapter 13 – Persuasive Methods and Theories Key Ideas The role Logos plays in a persuasive speech The role Ethos plays in a persuasive speech The role Pathos plays in a persuasive speech Ways to use persuasive theory in persuasive speeches Chapter 13 – Persuasive Methods and Theories

Chapter 13– Persuasive Methods and Theories Flashback . . . Reasoning by metaphor was a persuasive Greek tool and thought to indicate a speaker’s intelligence. “. . . the greatest thing by far is to be a master of metaphor. It is the one thing that cannot be learnt from others, and it is also a sign of genius, since a good metaphor implies an intuitive perception of the similarity in dissimilars.” Aristotle, Poetics Chapter 13– Persuasive Methods and Theories

Logos: Evidence and Logic Defined Evidence – factual statements and opinions originating from sources other than the speaker (p. 329) Logic – the study of orderly thinking, the sequence of thoughts and ideas as they relate to one another (Bell 1990, p. 262) Chapter 13– Persuasive Methods and Theories

Evidence and Logic as Persuasive Tools Listeners can’t identify logic and evidence in speeches Logical sounding words and phrases such as therefore, as a result, it is possible to conclude have power to convince listeners Listeners must accept and be aware that evidence exists for it to be persuasive Chapter 13– Persuasive Methods and Theories

Evidence and Logic as Persuasive Tools Low-ability low personally involved listeners are persuaded by large amounts of evidence Listeners favorable to the position and see the speaker as credible are persuaded by little or no evidence Speakers can use evidence to increase their credibility Chapter 13– Persuasive Methods and Theories

Evidence and Logic as Persuasive Tools Evidence is more persuasive when it mentions the source and source qualifications after presenting the evidence Cite first-hand experiences when possible Present arguments that are novel or new Chapter 13– Persuasive Methods and Theories

Methods of Presenting Evidence Method 1--assertion + evidence + source Method 2--assertion + evidence Method 3--assertion + evidence + source + qualifications of source Method 4--assertion + firsthand experience Chapter 13– Persuasive Methods and Theories

Chapter 13– Persuasive Methods and Theories Best Method to Use When you are unknown to audience: Method 3 (A+E+S+Q) Method 4 (A+F) When you are known to audience: Method 2 (A+E) Chapter 13– Persuasive Methods and Theories

Presenting One Side or Both Sides Present one side of an argument if . . . Listeners already agree with your proposal Listeners know little about topic Immediate action desired Topic not carried by media Chapter 13– Persuasive Methods and Theories

Presenting One Side or Both Sides Present both sides of an argument if . . . Listeners disagree with your position Listeners agree but are open to the opinion and have undeveloped belief systems Listeners knowledgeable on topic You are not asking for immediate action Topic is carried by media Chapter 14– Persuasive Methods and Theories

Inoculating against opposing Ideas Inoculation Theory – William McGuire (1985) Present brief look at opposing ideas Helps listeners remain resistant to counterarguments Helps listeners build counterarguments Highly involved listeners are best at building counterarguments Chapter 3 – Persuasive Methods and Theories

Safest Course: Present Both Sides Does not mean giving equal time Shows how each objection is based on inaccurate information or faulty reasoning If objection is accurate shows minor advantages compared to your proposal Chapter 13 – Persuasive Methods and Theories

Patterns of Logical Reasoning Deductive - from general to specific Inductive - from specific to general Analogical - from example or metaphor Causal- from causal link between items Chapter 13– Persuasive Methods and Theories

Chapter 13– Persuasive Methods and Theories False Reasoning Ad hominem - attacking person not argument Ad populum - everyone knows idea is right Ad Ignoratiam (appeal to ignorance) can’t prove wrong; must be right Begging the question—it is because it is Chapter 13– Persuasive Methods and Theories

Chapter 13– Persuasive Methods and Theories False Reasoning Hasty generalization - based on too few examples Post hoc - B followed A; therefore, A caused B Slippery slope - one bad step leads to another Chapter 13– Persuasive Methods and Theories

Establishing Credibility Listeners that have . . . Low involvement with topic are more persuaded by speaker’s credibility. High involvement with topic are more persuaded by quality arguments. Perceived similarities with speaker judge speaker as more likeable & trustworthy. Chapter 13– Persuasive Methods and Theories

Elements of Credibility Trustworthiness (integrity) Competency (expertise) Dynamism (forceful delivery) Objectivity (unbiased) Chapter 13– Persuasive Methods and Theories

Appealing to Listener’s Psychological Needs Definition of Need - A condition in which there is some sort of deficiency Personalizing your persuasive argument Use narrative to connect logic and emotion Get audience involved during the presentation Use Maslow’s Hierarchy of Needs Chapter 13– Persuasive Methods and Theories

Maslow’s Hierarchy Of Needs Physiological Safety Social Esteem Self Actualization Unsuccessful Approach Listener’s Concern Successful Approach Chapter 13– Persuasive Methods and Theories

Examples of Motive Appeals Physiological needs: sleep, sexual attraction, food, shelter, physical activity Safety needs: freedom from injury, fear, censorship or war; good health; job security Social needs: desire to give & receive love; friendship; belonging; family ties; God Esteem needs: prestige, pride, & achievement Self-actualization: developing one’s potential; reaching goals; being creative and challenged Chapter 13– Persuasive Methods and Theories

Chapter 13– Persuasive Methods and Theories Using Fear Appeals Appeals that are designed to arouse negative emotions A high level of fear is more likely to be more persuasive than low or medium levels Structuring fear appeals Show listeners there will be significant consequences if change does not occur Show how likely the consequences are Indicate actions audience can take Chapter 13– Persuasive Methods and Theories

Unethical Use of Fear Appeals Fabrication of similarities – exaggerating the similarities between speaker and audience Exaggeration – overestimating the problems, costs or negative consequences of a new proposal Chapter 13– Persuasive Methods and Theories

Persuasion and Technology When messages are sent by audio or video the audience is more persuaded by the speaker’s credibility than the evidence When messages are sent by print the audience is more persuaded by the quality of the evidence than the speaker’s credibility Chapter 13– Persuasive Methods and Theories

Using Persuasive Theory in Speaking: Elaboration Likelihood Theory Indicates which of two routes for processing arguments listeners will likely use Central route - careful critical thinking of arguments. Peripheral route - taking a shortcut to decisions Implication If audience is taking Central route then you need well supported evidence to address questions If audience is taking Peripheral route then use more narratives and visuals Chapter 13– Persuasive Methods and Theories

Using Persuasive Theory in Speaking: Social Judgment Theory Explains how people evaluate messages based on internal anchors (past experiences) and how anchors will more likely affect judgments of ego involved listeners Implications Attitude change results when people perceive the argument is within their latitude of acceptance The larger a person’s latitude of rejection the harder they are to persuade Chapter 13– Persuasive Methods and Theories

Using Persuasive Theory in Speaking: Information - Integration Behavior change is determined by how listeners accumulate and organize information. Basically, change is affected by: Your attitude toward a behavior times the strength of that attitude, plus . . . Your beliefs about what others think you should do times the strength of these other opinions Chapter 13– Persuasive Methods and Theories

Using Persuasive Theory in Speaking: Consistency Theories Cognitive Dissonance Because listeners prefer consistency and balance and feel threatened by inconsistency, attitude change can occur when speaker information creates inconsistency People seek to reduce dissonance People avoid dissonance-creating situations Chapter 13– Persuasive Methods and Theories

Essentials of Public Speaking Persuasive Methods and Theories Chapter 13 Essentials of Public Speaking Cheryl Hamilton 5th Edition Cheryl Hamilton, Ph.D. Chapter 13 – Persuasive Methods and Theories