1. Chapter 14
Persuasion

2. Persuasive Speaking
Persuasive speaking is a process in which a speaker presents a message intended to affect an audience in specific ways.
The speaker communicates their position and tries to motivate someone to change their beliefs, attitudes and behaviors.

3. Two types of P.S.
Direct: The purpose of the persuasion is not disguised in any way.
Indirect: The speaker disguises or de-emphasizes the speaker’s purpose in some way. True purpose is not known until the end of the speech.

4. Aristotle’s Rhetorical Proofs
Logos: {lō-, gäs} -,gōs
Logical support in a speech
This is your logic, reasoning, and evidence

5. Evidence
anything that establishes a fact or gives us reasons to believe something
Specific examples, illustrations
Comparisons/contrasts
Statistics
Statements from authority “Quotes”
Definitions

6. Reasoning
The mental process by which humans reach conclusions concerning what to believe or what course of action to take.
Popular forms of reasoning are: induction and deduction.

7. Induction
The process of reasoning from specific instances to make a general conclusion about something.
Patterns such as: Criteria-Satisfaction, Negative Method, and Monroe’s Motivated Sequence.
Also sign and analogy are inductive.

8. Inductive-Examples Criteria-Satisfaction Method:
I. Most of us are likely to agree on the criteria for class president.
II. Harold Morton meets all three of these criteria. III. Therefore, you should vote for Harold Morton for senior class president.

9. Inductive-Examples Negative Method
I. Joe Camel has no real leadership experience.
II. Crazy Carrie has no real leadership experience.
III. Farmer Bob has little experience but not has shown an inclination to be willing to pitch in with the work.
IV. Bobbie Proe has leadership experience, has proven himself to be a hard worker, and has fresh ideas.
V. Therefore, you should vote for Bobbie Proe for senior class president.

10. Deduction
Reasoning from general to specific: what is true of an entire class of things applies to a specific member of that class.
Syllogism:
All teachers have a college degree
Mrs. Bartel is a teacher.
Therefore, Mrs. Bartel has college degree.
Patterns such as: statement of reasons approach, problem-solution method, and comparative advantage method.

11. Examples-Deductive Statement of Reasons Approach
Thesis: Vote for Grace Mutti for senior class president.
I. Grace has proven leadership skills.
II. Grace is a hard worker who will work for you!
III. Grace has fresh ideas that will benefit you!

12. Examples-Deductive Problem-Solution
Thesis: Vote for Bobbie Intihar for senior class president.
I. Our senior class members face several problems.
A. Students do not feel they have any
input.
B. Teachers do not respect student
opinion.

13. Examples-Deductive Problem-Solution:
II. Bobbie Intihar can solve these problems.
A. Bobbie can generate student interest.
B. Bobbie is respected by faculty.

14. Examples-Deductive Comparative Advantage Method:
Thesis: Vote for Rangil Gurung for senior class president.
Rangil has more experience than any other candidate.
Rangil has shown the ability to work harder than any other candidate.
Rangil’s fresh ideas will benefit you more than any other candidate’s ideas will.

15. Fallacies Hasty Generalization False Premise
False sign (circumstantial evidence)
False cause
False analogy
Begging the question (circular reasoning)

16. Aristotle’s Rhetorical Proofs
Ethos: {ē- thäs} Speaker Credibility
This includes: honesty, sincerity, competency, credentials, composure, image, dynamism, and goodwill
In your speech this means?
Prior Ethos vs. Demonstrative Ethos

17. Aristotle’s Rhetorical Proofs
Pathos: {pā-thäs, -thȯs, -thōs}
Emotional Appeal
Arousal of: fear, anger, pity, joy, sadness, etc.

18. Audience Analysis Favorable/Supportive Audience Tips
-Use Emotional appeals to intensify your
listeners’ support.
-Get your audience to make a public
commitment.
-Provide several specific alternatives for action.
-Prepare your audience to carry your message
to others.

19. Audience Analysis Uncommitted or Neutral Audience Tips:
-Stress attention factors! Why?
-Stress material that clarifies and
illuminates your information
-establish strong credibility
-use strong logical and emotional
appeals

20. Audience Analysis Indifferent/Apathetic audience:
-captive audiences: like this class!
-Stress attention factors! Why?
-Stress relevancy factors! Why?
-Dynamism!

21. Audience Analysis Hostile/Opposed Audience Tips:
-Set realistic goals: one speech most
likely will not change everyone’s
attitudes/beliefs
-Stress Common Ground!
-Extensive logos and establish strong
ethos
-DO NOT USE EMOTIONAL APPEALS!

22. Goals of Persuasive Speaking
Change attitudes-state of mind or emotion toward a person or situation (opinion-verbal expression of attitude)
Change beliefs-an unwavering conviction in the truth of a statement or in the existence of something, especially when supported by evidence
Change in behavior-call to action

23. Propositions of Persuasion
Proposition of fact: speaker and listener differ over the alleged validity of a fact
Proposition of value: Speaker and listener differ the validity of a value judgment such as: good or bad, right or wrong, better or worse, justified or unjustified
Proposition of policy: speaker and listener differ over the alleged course of action

24. Value Propositions Cloning is morally justifiable.
Casablanca is the best movie of all time.
In a democracy, voting ought to be compulsory.
Placing political conditions on humanitarian aid to foreign countries is unjust.

25. Value Propositions
It is morally permissible to kill one innocent person to save the lives of more innocent people.
The United States is the greatest nation
on earth.
That secondary education in America should value the fine arts over athletics.
Oppressive government is more desirable than no government.