Chapter 17: Persuasive Speeches

Content Defining Persuasive Speech Cornerstones of Persuasion Forms of Reasoning Toulmin Model Types of Credibility Organizing Persuasive Speech One-sided vs. Two-sided Presentations Guidelines for Effective Persuasive Speaking

Persuasive Speech Aims to change others by prompting them to think, feel, believe or act differently.

Characteristics of Persuasive Speech Involves multiple communicators Persuasion is not coercion or force Persuasive impact usually is gradual and incremental

Cornerstones of Persuasion Forms of proof or reasons people are persuaded Ethos - perceived personal character of speaker; credibility Pathos - emotional reasons for attitudes, beliefs or action Logos - rational or logical proof

Toulmin Model Toulmin explained that logical reasoning consists of 3 components Claims - assertions Grounds - evidence/data that support the claim Warrant - explains the relevance of the grounds to the claim; justification of grounds

Toulmin Model Qualifier - word/phrase that limits the scope of the claim Rebuttal - anticipates and addresses reservations that listeners are likely to have about claims

Credibility Speaker earns this by convincing listeners that he/she has personal integrity, is positively disposed toward them, and can be trusted Initial Credibility - before a presentation begins Derived Credibility - during the speech Terminal Credibility - end of presentation

Organizing Speeches for Persuasive Impact Motivated Sequence Pattern Listener’s attention is drawn to the subject Establishes need by showing that a real and serious problem exists Speaker recommends a solution Visualization - imagine the results Speakers to the action step - appeal for concrete action

One-sided and Two-sided Presentations Listener’s expectations Listener’s attitudes Listener’s knowledge

Guidelines for Effective Persuasive Speeches Create common ground with listeners Adapt to listeners Avoid fallacious reasoning

Guidelines for Effective Persuasive Speeches Ad Hominem Arguments - arguments that go to the person instead of the idea Post Hoc, Ergopropter Hoc - “after this, then this” Bandwagon Appeal - argues that because people believe/act in a particular way, you should too

Guidelines for Effective Persuasive Speeches d) Slippery Slope - claims that once we take the 1st step, more and more steps inevitably will follow until some unacceptable consequences results e) Hasty Generalization - broad claim based on too limited evidence f) Red Herring Argument - speakers who try to deflect listeners from relevant issues

Guidelines for Effective Persuasive Speeches g) Either-Or Logic - implying that there are only two options h) Reliance on the Halo Effect - occurs when we generalize a person’s authority or expertise in a particular area to other areas that are irrelevant to the person’s experience and knowledge