Speaking To Persuade & Appendix B – Sample Speech HCOM 100 Instructor Name

PREVIEW Speaking to Persuade Persuasion Defined Motivating Your Audience Selecting and Narrowing Your Persuasive Presentation Topic Organizing Your Persuasive Messages Strategies for Persuading Your Audience How to Adjust Ideas to People and People to Ideas

Persuasion Defined Persuasion is the process of attempting to change or reinforce attitudes, beliefs, values, or behavior. The persuasive speaker invites listener to make a choice, rather than just offering information about the options. The persuasive speaker asks the audience to respond thoughtfully to the information presented. The persuasive speaker intentionally tries to change or reinforce the listeners’ feelings, ideas, or behavior.

Motivating Your Audience Motivating with dissonance Cognitive dissonance occurs when you are presented with information that is inconsistent with your current thinking or feelings. Motivating with needs Maslow’s Hierarchy Physiological Safety Social Self esteem Self-actualization

Motivating Your Audience Motivating with Fear Appeals Threat to family members Credibility of speaker Perceived “realness” of the threat Motivating with Positive Appeals Promising that good things will happen if the speaker’s advice is followed.

Selecting and Narrowing Your Persuasive Topic Who is the Audience? What is the Occasion? What are my interests and experiences? Brainstorming Scanning Web Directories and Web Pages Listening and Reading for Topic Ideas

Identifying Your Persuasive Purpose General Purpose Persuade Specific Purpose Attitude (learned predisposition to respond favorably or unfavorably) Belief (sense of what is true or false) Values (enduring conception of right and wrong)

Developing Your Central Idea as a Persuasive Proposition A proposition is a statement with which the speaker wants their audience to agree. Proposition of Fact True/False Proposition of Value Judge worth or importance of something Proposition of Policy Advocates specific action, includes “should”

Strategies for Persuading Your Audience Pronounced: (Zer Vesel) Ethos: Establishing Your Credibility An audience’s perception of the speaker’s competence, trustworthiness, dynamism Charisma Initial, derived, terminal

Strategies for Persuading Your Audience Logos: Using Evidence and Reasoning Proof consists of both evidence and the conclusions you draw (reasoning) Inductive reasoning Arrives at a general conclusion from specific instances Reasoning by analogy Deductive reasoning Reasoning from a general statement to reach a specific conclusion Causal reasoning Relate two or more events in such a way as to conclude that one or more of the events caused the others

Logical Fallacies Causal Fallacy Bandwagon Fallacy Either-Or Fallacy Hasty Generalization Personal Attack Red Herring Appeal to Misplaced Authority Non Sequitur

Strategies for Persuading Your Audience Pathos: Using Emotion Emotion-arousing verbal messages Concrete illustrations and descriptions Nonverbal messages

Organizing Your Persuasive Messages Problem and Solution Cause and Effect Refutation An organizational strategy by which you identify objections to your proposition and refute them with arguments and evidence

Organizing Your Persuasive Messages Monroe’s Motivated Sequence Attention Need Satisfaction Visualization (positive and negative) action

How to Adapt Ideas to People and People to Ideas The Receptive Audience Identify with your audience Be overt in stating your speaking objective Use emotional appeal The Neutral Audience “hook” them with introduction Refer to universal beliefs and concerns Show how the topic affects them Be realistic

How to Adjust Ideas to People and People to Ideas The Unreceptive Audience Don’t immediately announce your persuasive purpose Advance your strongest arguments first Acknowledge opposing points of view Be realistic

Appendix B – Sample Speech Persuasive Example: Prosecutorial Abuse

Prosecutorial Abuse Example Persuasive Speech Intro Attention Getter Propositional Statement Preview of all main points Transition Body Need/Problem Point One Evidence Point Two Evidence Transition Point Three Conclusion Restate Proposition Call to action Review of main points Restate Attention-getter Page 418: Let’s discuss and evaluate this persuasive speech, called “Prosecutorial Abuse” Intro Attention Getter: 1st paragr. (story) Bakersfield, California – District Attorney, Ed Jagels – 90 men & women convicted were innocent. Propositional Statement: Middle of 2nd paragr., page 418: “Prosecutorial abuse is a threat to…” Preview of all main points: End of 2nd paragr., page 418: Charges against overzeoulous prosecutors, their motives and opportunity, and enable justice to prevail. Transition: 3rd paragr., page 418: “Now, don’t get me wrong. I fully support prosecutors who do their part to uphold the law…” Body Need/Problem: Point One: 4th paragr., page 418: “Tragically, the finding came too late…” Evidence: New Orleans Times-Picayune, U.S. Bureau of Justice Statistics Website, and Convicted by Juries, Exonerated by Science. Transition: 5th paragr., page 418: “So how is this relevant to you?” Point Two: Last paragr., page 418 & 1st four paragrs. Page 419: “So how is this relevant to you?... We need to understand how and why prosecutorial abuse is an issue worth our individual consideration….” Evidence: Fulton County Daily Report, Thomas Frisbie and Randy Garrett’s 1998 Victims of Justice book, PBS Frontline, The Death Penalty Information Center; The Chicago Daily Law Bulletin Transition: 5th paragr., page 419: “ The injustice of prosecutorial abuse is… Point Three: 5th paragr., page 419: “ …but where do we start?” Evidence: Boston Globe Transition: 6th paragr., page 419 “If the idea of capturing the public’s attention seems overwhelming to you, you’re not alone…” Conclusion Call to action: Middle of last paragraph, page 419: “So please take the time to write a short letter…” Restatement of Proposition: 1st paragr., page 420: “Prosecutorial abuse is offensive to the very idea of justice. Review of main points: Middle of 1st paragr., page 420: “…But by learning how and why…” Restate Attention-getter: end of 1st paragr., page 420: “…the witch hunts…”

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