1. Chapter 16 The Persuasive Speech
Communication
Embracing Difference Fourth Edition
Dunn and Goodnight
Chapter 16
The Persuasive Speech
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2. Persuasion
The act of convincing an audience, through verbal or nonverbal communication, to adopt or change an attitude or belief, or to take an action.
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3. Developing a Persuasive Objective
Define your goal
What do you want the audience to do after listening to your speech?
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4. Topics for a Persuasive Speech
Current Events
Controversial Subjects
Subject matter that can:
Motivate the audience
Attempt to change attitudes, values, or beliefs
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5. Organizing Your Persuasive Speech… Problem/Solution
First describe a problem that exists and then offer solutions to the problem
Many times the solution you offer is the proposal you want the audience to believe or act
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6. Organizing Your Persuasive Speech… Topical Sequence
Provide good reasons for the belief or action you want the audience to take
Put your strongest idea first or last
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7. Organizing Your Persuasive Speech… Comparative Advantage
When your audience already understands the problem, but is looking for the best solution
Compare solutions and show how your plan is superior
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8. Organizing Your Persuasive Speech… Motivated Sequence
Arouse attention
Show a need
Satisfy a need
Visualize results
Call for action
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9. Developing Persuasive Appeals
Speaker Credibility Appeals
A significant role in the persuasion process
Perception is a strong determinant in establishing credibility
What is your experience with this topic?
Why are you the expert?
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10. Developing Persuasive Appeals
Competence
Demonstrated ability or quality, a measure of the speaker’s knowledge concerning a topic
Use supporting material
Oral citations
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11. Developing Persuasive Appeals
Dynamism
A degree of excitement
Show your excitement for the topic and speech
Facial expressions, gestures, movement, and vocal inflection should match your topic
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12. Developing Persuasive Appeals
Trustworthiness
The “character” you communicate to your audience
Ethics
The rules that govern your moral behavior
Your audience will believe someone who they feel is trustworthy and reliable
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13. Enhancing Credibility
Establish common ground with audience
Tell the audience you are like them in some way
Share information about yourself
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14. Enhancing Credibility
Indicate special knowledge
Why you are uniquely qualified to talk about this topic
Special background or experience
Research efforts for speech
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15. Enhancing Credibility
Logical appeals
Logical argument
Deductive reasoning
Inductive reasoning
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16. Fallacies Ad Hominem Faulty Cause/Effect Argument Non Sequitur
Overgeneralizations
Faulty Analogy
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17. Enhancing Credibility
Emotional appeals
Trigger emotions or feelings of an audience
Should support a well-reasoned argument
Photographs, emotionally-charged language
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18. Improving Persuasive Speaking
Choose a topic based on your analysis of self, audience, and situation
Arrange ideas using organizational patterns
Include logical and emotional appeals
Avoid argument fallacies
Establish credibility through verbal and nonverbal behavior
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