1. Chapter 7.24: Persuasive Speaking

2. What Is a Persuasive Speech?
Persuasive speeches are meant to appeal to the audience’s attitudes, beliefs and values about the issue in question, to sway listeners to the speaker’s point of view.
Attempt to influence audience choices
Limit Alternatives
Seek a response
Respect audience choices

3. LOGOS: Proof By Reason
Logos refers to persuasive appeals directed at the audience’s reasoning on a topic.
These appeals make use of arguments—stated positions, with support for or against an idea

4. PATHOS: Proof By Emotion
Pathos is appeals to audiences emotion
Requires creating a certain disposition in the audience
Four Sets of Emotion
Anger and meekness
Love and hatred
Fear and boldness
Shame and shamelessness

5. ETHOS: Proof Through Character
Ethos are appeals to the speakers character (moral character)
Competence: speakers knowledge and experience with subject
Moral Character- straightforward & honest
Goodwill- general concern for welfare of the audience

6. What is An Argument?
An argument is a stated position, with support for or against an idea or issue.
Arguments are used to present one alternative as superior to other alternatives available to an audience.
The core elements of an argument are a claim, evidence, and warrants.
Sample persuasive speech topics

7. Claims, Evidence, and Warrants
The claim states the speaker’s conclusion, based on evidence, about some state of affairs
The evidence substantiates the claim
The warrant provide reasons that the evidence is valid or supports the claim

8. Use Effective Reasoning
Reasoning is the process of drawing conclusions from evidence
Deductive reasoning begins with a general principle or case, followed by a specific example, which leads to a conclusion
General Case: All men are mortal
Specific Case: Socrates is a man
Conclusion: Therefore, Socrates is mortal

9. Inductive reasoning moves from a specific case to a general conclusion supported by those cases
Speaker offers evidence that points to a conclusion that appears to be, but is not necessarily true (page 197_
Causal reasoning, is when the speaker argues that one event, circumstance, or idea (the cause) is the reason (effect) for another
“Smoking causes lung cancer”

10. Types of Claims
Claims
Claims of Fact- focus on whether something is or is not true or whether something will or will not happen
Is homosexuality a generically determined orientation, an outcome of environmental influences, or the result of a combination of factors?
Claims of Value- address issues of judgment
Is assisted suicide ethical?
Claims of Policy- specific course of action be taken or approved by the audience
Students who earn an A on all speech assignments should be exempt from the final exam.

11. Fallacies in Reasoning
Logical fallacy- an invalid or deceptive line of reasoning
Page 198

12. Address Culture
Persuasion depends on appeals to values; culture shapes these values
Core values
Cultural norms
Cultural premises
Emotions

13. Strengthen your case with Organization
Problem-Solution: speech points arranged to demonstrate a problem and then to offer a solution.
Problem-Cause-Solution: speech points arranged in order to demonstrate the problem, reasons for the problem, and solution to the problem.
Monroe’s Motivated Sequence: speech points arranged to motivate listeners to act on something or to shift their attitudes in direction of speaker’s.

14. Types of Organizational Formats
Comparative Advantage- Speech points arranged to demonstrate that your viewpoint or proposal contrasts favorably with (is superior to) one or more alternative positions.
Refutation- Speech points arranged to disprove opposing claims.
Example speech page 206