Persuasive Speaking – Part I

Persuasive Speaking  4 th Century BC  Student of Plato who was a student of  Socrates who was known for logic  Aristotle’s Rhetoric  Epideictic – Praise or Blame  Forensic – Guilt or Innocence  Deliberative – Policy Making

Persuasion The process of creating, reinforcing, or changing people's beliefs or actions.

Persuasion in Life  Persuasion and influences  When do you use persuasion?  Are others trying to persuade you?  Top 10 Commercials Top 10 Commercials Top 10 Commercials  Friends Friends  Who else tries to persuade you?

Speech to Gain Immediate Action The speaker’s goal is to convince the audience to take action.   To change things from the status quo OR  NOT to change things from the status quo

When creating a persuasive message  Consider context  Time limit (7 to 10 Minutes)  Environment  Attitudes and expectations of audience members

Speaking to Persuade Influencing of the attitudes, beliefs, or behavior of the listeners. Appropriate when two or more points of view are in conflict about a topic

Four keys to effective persuasion  Credibility  Well-reasoned argument  Emotional Appeal  Audience involvement

It is more difficult than speaking to inform, because it demands additional skills. Examples: political figures, lawyers, legislators, speaking to PTO, city council, etc.

When creating a persuasive message  Small doses best over long periods  Can’t change world in 7 minutes  Aim for fair consideration from audience

How to Begin  Ask yourself: What do I want my listeners to know, do, motivate, inspire, change, or to agree with?  What is my topic a question of?  Fact  Value  Policy

Questions of fact: occurrences and the reasons that they have happened, are happening, or will happen in the future.  Fact claim: Persuade the public that global warming is harming the environment.

Establishing Fact   If you state a fact claim then prove that your claim is the best.   Why do I think something is true or false?   Provide evidence, hard facts, statistics, new figures, illustrations, quotations, definitions.

Value Claims Questions of value: call for judgments about right and wrong, ethical and unethical, etc. Questions of value: call for judgments about right and wrong, ethical and unethical, etc.  Value claim: Persuade the public that animals don't belong in zoos.

Value Claim If you state a Value Claim then appeal to the morality and values of your listeners. If you state a Value Claim then appeal to the morality and values of your listeners. Why do I like or dislike something? Why do I like or dislike something? Why do your listeners have to agree that something is right or wrong, moral or immoral, valuable or worthless? Why do your listeners have to agree that something is right or wrong, moral or immoral, valuable or worthless? Why do you want to convince them? Why do you want to convince them? Offer examples the public will recognize, try to find common ground on related subjects and expert testimonies, and compare your idea with oppositional ideas. Offer examples the public will recognize, try to find common ground on related subjects and expert testimonies, and compare your idea with oppositional ideas.

Policy Claim  Questions of policy: deal with whether certain courses of action should be taken.  Policy claim: Persuade the public that motorcyclists should be required by law to wear helmets.

Policy Claim If you state a Policy Claim then persuade that there is a problem and get the audience to agree with your solution. Appeal to human needs, to reason and to emotion. Summarize the present situation, the causes and the negative effects everybody will recognize. Then present your solution to solve the problem.

Language Strategies  Various Strategies  The Beatles will give us an overview  Beatles Video Beatles Video Beatles Video  Let’s Let Taylor Swift Explain  Taylor Video Taylor Video Taylor Video  Figurative Language  Movies Movies

Appealing Strategies  There are many methods employed by speakers to divert audiences away from the real issues or appeal to them.  This speech is in response to allegations of illegally funneling campaign funds to cover personal expenses. Can you pick out some of the strategies? Nixon Checkers Speech Nixon Checkers SpeechNixon Checkers Speech

Persuasive Speaking – Part II

Degrees of Persuasion Persuasion involves any movement by a listener from left to right Strongly Opposed Moderately Opposed Slightly Opposed NeutralSlightly in Favor Moderately in Favor Strongly in Favor

Audience Analysis  Types of audience:  Positive / favorable audience-already agrees with your basic purpose. Easiest type to persuade. Needs only to have feelings deepened on your topic.

 Neutral / indifferent audience-does not know very much about your topic. Need is for information that will make it possible to form an opinion.

 Disinterested / indifferent audience-knows about topic, but couldn’t care less. Consider it a dull issue or an unimportant one. Need to be shown seriousness of problem, or how they will be affected. Consider arguments they may have.

 Hostile audience - most difficult to persuade. They disagree with you. May be distrusting of you. Need open-mindedness then conviction.

Establish your prestige. Show that you are well prepared and competent, sincere, and genuinely interested in them. Use frequent evidence and supporting materials: facts, surveys, statistics, quotations

Refer to your own experience with topic, especially in intro. Express appreciation for invitation to speak. Compliment them. Be logical and honest.

Three major sources by which people can be persuaded:  Pathos: Emotions - listeners’ own personal drives, needs, or desires

Use Maslow’s Heirarchy of Needs:  biological drives (food, drink, air, sleep, etc.)  safety (security, stability, protection from harm, structure, predictability)  love and belonging (affection, feeling part of a social group, acceptance and approval, etc.)  esteem (confidence, freedom, independence, recognition by others, etc.)  self-actualization (self-fulfillment, realizing individual potential, being true to self, etc.)

  Ethos: the way in which an audience perceives the character and personality of the speaker

Logos: Logic Appeal  Persuader must know listeners’ needs, establish own prestige when attempting to influence an audience, and build logical arguments that their listeners can follow.  Using facts, examples, testimony and statistics

 Do not use alone to support a claim  Useful in reinforcing or clarifying ideas  Consider source, age, and representativeness of example Examples

 Combine with examples  Don’t use too many at a time  Identify the source of the statistics  Translate and round off  Use visual aids Statistics

 Quote accurately  Paraphrase fairly  Use qualified sources  Identify source and source’s credentials Testimony

Wrapping Up Rhetoric  9d2PpP7tQ&list=PLCSX24yuW0Zlgy8E hGsj-_BR2_JB5-RXa 9d2PpP7tQ&list=PLCSX24yuW0Zlgy8E hGsj-_BR2_JB5-RXa 9d2PpP7tQ&list=PLCSX24yuW0Zlgy8E hGsj-_BR2_JB5-RXa  DwmSYb3Tw

Monroe’s Motivated Sequence  Get attention of audience  Establish a need  Satisfy that need  Visualize the future  Ask for action

Monroe’s motivated sequence  Introduction=Attention  Main point 1 =Need  Main point 2 =Satisfaction  Main point 3 =Visualization  Conclusion =Action

Copyright © 1997 by Stephen E. Lucas Monroe’s motivated sequence --ATTENTION  Attention: Get audience’s attention, arousing curiosity about what the speaker is going to say.

Attention Functions  To gain attention  To secure good will and respect (your credibility and why audience should listen/care)  To prepare the audience for discussion of your topic  To help avoid the effects of psychological reactance, the preview statement should be omitted.

Methods  Reference to a subject, event, or occasion  Personal greeting  Rhetorical question  Startling statement/statistics  Quotation  Humorous anecdote  Illustration  Appeal to needs

Use Maslow’s Heirarchy of Needs:  biological drives (food, drink, air, sleep, etc.)  safety (security, stability, protection from harm, structure, predictability)  love and belonging (affection, feeling part of a social group, acceptance and approval, etc.)  esteem (confidence, freedom, independence, recognition by others, etc.)  self-actualization (self-fulfillment, realizing individual potential, being true to self, etc.)

Monroe’s motivated sequence --NEED  Need: Create a need for change. The speaker must establish a clear, urgent, and unfulfilled need in the mind of the audience. This is a critical step in the sequence. No solutions should be proposed during this stage.

Need Functions  To describe the problem  To make your audience uncomfortable with the status quo Methods  Statements (backed by evidence)  Illustration  Show ramifications  Pointing (show audience why to care / how it applies to their lives / how they will be or are affected)

Monroe’s motivated sequence --SATISFACTION  Satisfaction: Satisfy the need with a solution. Present the solution to the needs or problems described in step two. During this stage, speakers must also identify and eliminate possible objections to the solution.

Satisfaction  Functions  To present a solution to the need described above  Methods  Statements (backed by evidence)  Explanation  Theoretical demonstration  Practical experience  Meeting objections and potential counterarguments

Monroe’s motivated sequence --VISUALIZATION  Visualization: Intensify desire for solution. Intensify audience members' desire for the solution by getting them to visualize what their lives will be like once they've adopted it. Use vivid images and verbal illustrations to support the benefits of the proposed solution.

Visualization  The visualization step carries the audience from accepting the feasibility of your proposal to seeing how it will actually benefit them.  Functions  To intensify your audience’s desire to adopt the solution and action you propose  To help the audience to “see” the results  Methods  Positive method  Negative method  Contrast method  Perhaps appeal to needs

Monroe’s motivated sequence --ACTION  Action: Urge the audience to take action. In the final step, the speaker must turn the audience's agreement and commitment into positive action. Tell audience members what they need to do to obtain the described solution and its benefits.

Action  Functions  To focus the thoughts of your audience  To motivate your audience to ACT  To leave the audience in a mood appropriate to your topic  To convey a sense of completion  Methods  Challenge  Summary  Quotation  Illustration  Personal Intention