Human Communication: The Basic Course Twelfth Edition PowerPoint™ Presentations prepared by: Naomi Young University of California, San Diego Joseph A. DeVito Hunter College of the City University of New York

Chapter Eighteen: The Persuasive Speech This multimedia product and its contents are protected under copyright law. The following are prohibited by law: any public performance or display, including transmission of any image over a network; preparation of any derivative work, including the extraction, in whole or in part, of any images; any rental, lease, or lending of the program. Copyright ©2012, 2009, 2006 Pearson Education, Inc. All rights reserved.

Chapter Goals Learn About: The nature and goals of persuasion and how attitudes, beliefs, values, and behaviors are influenced The major types of persuasive speeches Learn To Use the strategies of persuasion in a variety of communication contexts Prepare a variety of effective persuasive speeches on questions of fact, value, and policy Prevent yourself from being unfairly or unethically persuaded Copyright ©2012, 2009, 2006 Pearson Education, Inc. All rights reserved. Copyright ©2012, 2009, 2006 Pearson Education, Inc. All rights reserved. 3

Goals of Persuasive Speaking To strengthen or weaken attitudes, beliefs or values To change attitudes, beliefs or values To motivate to action Persuasion continuum Copyright ©2012, 2009, 2006 Pearson Education, Inc. All rights reserved.

The Three Persuasive Proofs Logical (logos) Reasoning from specific instances and generalizations Reasoning from cause and effect Reasoning from sign Listening to logical arguments and fallacies of reasoning Anecdotal evidence Straw man Appeal to tradition Bandwagon Testimonial Thin entering wedge Copyright ©2012, 2009, 2006 Pearson Education, Inc. All rights reserved.

Emotional Appeals Also called motivational appeals Maslow’s “Hierarchy of Needs” Listening to emotional appeals Copyright ©2012, 2009, 2006 Pearson Education, Inc. All rights reserved.

Credibility Appeals The degree to which your audience regards you as a believable spokesperson Competence Tell listeners of your competence Cite a variety of sources Stress competencies of sources Character Stress fairness Stress concern for audience Stress concern for enduring values Copyright ©2012, 2009, 2006 Pearson Education, Inc. All rights reserved.

Charisma Demonstrate positive outlook Demonstrate enthusiasm Be emphatic Copyright ©2012, 2009, 2006 Pearson Education, Inc. All rights reserved.

Listening to Credibility Appeals and Character Attacks Personal interests Character attacks Name-Calling Glittering generalities Copyright ©2012, 2009, 2006 Pearson Education, Inc. All rights reserved.

Principles of Persuasive Speaking Focus on your audience Identify with your audience Secure a ‘yes’ response Anticipate selective exposure Use positive labeling Ask for reasonable amounts of change Provide social truth Motivate your listeners with limited choices Copyright ©2012, 2009, 2006 Pearson Education, Inc. All rights reserved.

Persuasive Speeches on a Question of Fact Concern what is or is not true Formulate a thesis on the basis of a factual statement Generate main points by asking: “How do you know this?” “Why would you believe this is true (factual)?” Copyright ©2012, 2009, 2006 Pearson Education, Inc. All rights reserved.

Persuasive Speeches on a Question of Value Good or bad, moral or immoral, just or unjust Generate main points with questions Why is this good? Why is this immoral? Why is this justified? Provide support through research Copyright ©2012, 2009, 2006 Pearson Education, Inc. All rights reserved.

Persuasive Speech on Question of Policy Urging your audience to do something about an issue concern what should be done, what procedures should be adopted, what laws should be changed Involve questions of values Develop question of policy by asking strategic questions “Why should the policy be adopted?” “Why should this policy be discontinued?” “Why is this policy better than what we now have?” Copyright ©2012, 2009, 2006 Pearson Education, Inc. All rights reserved.

Special Occasion Speeches Speech to Secure Goodwill- to get the audience to change their behavior toward the person, product, or company Demonstrate the contributions that deserve goodwill Establish credibility Don’t be obvious in asking for goodwill Copyright ©2012, 2009, 2006 Pearson Education, Inc. All rights reserved.

Special Occasion Speeches The Commencement Speech-to congratulate and inspire the recent graduates Organize the speech in a temporal pattern Do your research Be brief Congratulate the graduates, parents, and instructors Offer the graduates a motivational message Offer good wishes to the graduates Copyright ©2012, 2009, 2006 Pearson Education, Inc. All rights reserved.

Special Occasion Speeches The Speech of Inspiration- to inspire, to raise the spirits of an audience Demonstrate your oneness with the audience Demonstrate your own intense involvement Stress emotional appeals Stress the positive Copyright ©2012, 2009, 2006 Pearson Education, Inc. All rights reserved.

Knowledge to Action How can understanding the principles of persuasion help one to critically evaluate the messages they receive? Copyright ©2012, 2009, 2006 Pearson Education, Inc. All rights reserved.