Copyright ©2011, 2008, 2005 Pearson Education, Inc. All rights reserved. Essentials of Human Communication, 7 th Edition Joseph A. DeVito Hunter College of the City University of New York

Copyright ©2011, 2008, 2005 Pearson Education, Inc. All rights reserved. Chapter Fourteen: 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 ©2011, 2008, 2005 Pearson Education, Inc. All rights reserved. Chapter Fourteen Goals Use techniques and strategies of persuasion in a wide variety of situations Prepare persuasive speeches on questions of fact, value, and policy. Prevent yourself from being unfairly or unethically influenced

Copyright ©2011, 2008, 2005 Pearson Education, Inc. All rights reserved. Goals of Persuasion Attitude Belief Value Behavior

Copyright ©2011, 2008, 2005 Pearson Education, Inc. All rights reserved. Guidelines for Persuasive Speaking Focus on your audience Ask for a reasonable amount of change Anticipate selective exposure Follow the motivating sequence

Copyright ©2011, 2008, 2005 Pearson Education, Inc. All rights reserved. Focus on your audience Construct your speech with a knowledge of your audience If your audience thinks you share the same attitudes, beliefs, and values, your speech will be more successful

Copyright ©2011, 2008, 2005 Pearson Education, Inc. All rights reserved. Techniques of Change Foot-in-the-Door—begins with small steps to get to major change Door-in-the-Face—begins with large request and then moves to modest one that could be accepted Ask for a reasonable amount of change

Copyright ©2011, 2008, 2005 Pearson Education, Inc. All rights reserved. Anticipate selective exposure Listeners actively seek out information that supports their opinions, beliefs, values, decisions, and behaviors Listeners will ignore information that ignores their opinions, beliefs, values, decisions, and behaviors

Copyright ©2011, 2008, 2005 Pearson Education, Inc. All rights reserved. Follow the Motivating Sequence Attention Need Satisfaction Visualization Action

Copyright ©2011, 2008, 2005 Pearson Education, Inc. All rights reserved.

Copyright ©2011, 2008, 2005 Pearson Education, Inc. All rights reserved. Supporting Materials Logical Appeals Reasoning from specific instances and generalizations Reasoning from causes to effects Reasoning from a sign Emotional Appeals Physiological needs Safety needs Belonging and love needs Self-Esteem needs Self-Actualization needs

Copyright ©2011, 2008, 2005 Pearson Education, Inc. All rights reserved. Emotional Appeals Maslow’s Hierarchy of Needs Human beings operate from the bottom up on this scale

Copyright ©2011, 2008, 2005 Pearson Education, Inc. All rights reserved. Credibility Appeals Competence Character Charisma

Copyright ©2011, 2008, 2005 Pearson Education, Inc. All rights reserved. Supporting Materials in Cultural Perspective Individualist and collectivist cultures High- and low-power-distance cultures High- and low-uncertainty-avoidance cultures Masculine and feminine cultures High- and low-context cultures

Copyright ©2011, 2008, 2005 Pearson Education, Inc. All rights reserved. Persuasive Speeches on Questions of Fact What is or is not true What does or does not exist What did or did not happen

Copyright ©2011, 2008, 2005 Pearson Education, Inc. All rights reserved. Persuasive Speeches on Questions of Value Good or bad Moral or immoral Just or unjust

Copyright ©2011, 2008, 2005 Pearson Education, Inc. All rights reserved. Persuasive Speeches on Questions of Policy What should be done What procedures should be adopted What laws should be changed What policy should be followed What are some examples of possible theses from the book?