1. Essentials of Public Speaking
Persuasive
Methods and
Theories
Chapter 13
Essentials of Public Speaking
Cheryl Hamilton
5th Edition
Cheryl Hamilton, Ph.D.
Chapter 13 – Persuasive Methods and Theories

2. Chapter 13 – Persuasive Methods and Theories
Key Ideas
The role Logos plays in a persuasive speech
The role Ethos plays in a persuasive speech
The role Pathos plays in a persuasive speech
Ways to use persuasive theory in persuasive speeches
Chapter 13 – Persuasive Methods and Theories

3. Chapter 13– Persuasive Methods and Theories
Flashback . . .
Reasoning by metaphor was a persuasive Greek tool and thought to indicate a speaker’s intelligence.
“. . . the greatest thing by far is to be a master of metaphor. It is the one thing that cannot be learnt from others, and it is also a sign of genius, since a good metaphor implies an intuitive perception of the similarity in dissimilars.”
Aristotle, Poetics
Chapter 13– Persuasive Methods and Theories

4. Logos: Evidence and Logic Defined
Evidence – factual statements and opinions originating from sources other than the speaker (p. 329)
Logic – the study of orderly thinking, the sequence of thoughts and ideas as they relate to one another (Bell 1990, p. 262)
Chapter 13– Persuasive Methods and Theories

5. Evidence and Logic as Persuasive Tools
Listeners can’t identify logic and evidence in speeches
Logical sounding words and phrases such as therefore, as a result, it is possible to conclude have power to convince listeners
Listeners must accept and be aware that evidence exists for it to be persuasive
Chapter 13– Persuasive Methods and Theories

6. Evidence and Logic as Persuasive Tools
Low-ability low personally involved listeners are persuaded by large amounts of evidence
Listeners favorable to the position and see the speaker as credible are persuaded by little or no evidence
Speakers can use evidence to increase their credibility
Chapter 13– Persuasive Methods and Theories

7. Evidence and Logic as Persuasive Tools
Evidence is more persuasive when it mentions the source and source qualifications after presenting the evidence
Cite first-hand experiences when possible
Present arguments that are novel or new
Chapter 13– Persuasive Methods and Theories

8. Methods of Presenting Evidence
Method 1--assertion + evidence + source
Method 2--assertion + evidence
Method 3--assertion + evidence + source +
qualifications of source
Method 4--assertion + firsthand experience
Chapter 13– Persuasive Methods and Theories

9. Chapter 13– Persuasive Methods and Theories
Best Method to Use
When you are unknown to audience:
Method 3 (A+E+S+Q)
Method 4 (A+F)
When you are known to audience:
Method 2 (A+E)
Chapter 13– Persuasive Methods and Theories

10. Presenting One Side or Both Sides
Present one side of an argument if . . .
Listeners already agree with your proposal
Listeners know little about topic
Immediate action desired
Topic not carried by media
Chapter 13– Persuasive Methods and Theories

11. Presenting One Side or Both Sides
Present both sides of an argument if . . .
Listeners disagree with your position
Listeners agree but are open to the opinion and have undeveloped belief systems
Listeners knowledgeable on topic
You are not asking for immediate action
Topic is carried by media
Chapter 14– Persuasive Methods and Theories

12. Inoculating against opposing Ideas
Inoculation Theory – William McGuire (1985)
Present brief look at opposing ideas
Helps listeners remain resistant to counterarguments
Helps listeners build counterarguments
Highly involved listeners are best at building counterarguments
Chapter 3 – Persuasive Methods and Theories

13. Safest Course: Present Both Sides
Does not mean giving equal time
Shows how each objection is based on inaccurate information or faulty reasoning
If objection is accurate shows minor advantages compared to your proposal
Chapter 13 – Persuasive Methods and Theories

14. Patterns of Logical Reasoning
Deductive - from general to specific
Inductive - from specific to general
Analogical - from example or metaphor
Causal- from causal link between items
Chapter 13– Persuasive Methods and Theories

15. Chapter 13– Persuasive Methods and Theories
False Reasoning
Ad hominem - attacking person not argument
Ad populum - everyone knows idea is right
Ad Ignoratiam (appeal to ignorance) can’t prove wrong; must be right
Begging the question—it is because it is
Chapter 13– Persuasive Methods and Theories

16. Chapter 13– Persuasive Methods and Theories
False Reasoning
Hasty generalization - based on too few examples
Post hoc - B followed A; therefore, A caused B
Slippery slope - one bad step leads to another
Chapter 13– Persuasive Methods and Theories

17. Establishing Credibility
Listeners that have . . .
Low involvement with topic are more persuaded by speaker’s credibility.
High involvement with topic are more persuaded by quality arguments.
Perceived similarities with speaker judge speaker as more likeable & trustworthy.
Chapter 13– Persuasive Methods and Theories

18. Elements of Credibility
Trustworthiness (integrity)
Competency (expertise)
Dynamism (forceful delivery)
Objectivity (unbiased)
Chapter 13– Persuasive Methods and Theories

19. Appealing to Listener’s Psychological Needs
Definition of Need - A condition in which there is some sort of deficiency
Personalizing your persuasive argument
Use narrative to connect logic and emotion
Get audience involved during the presentation
Use Maslow’s Hierarchy of Needs
Chapter 13– Persuasive Methods and Theories

20. Maslow’s Hierarchy Of Needs
Physiological
Safety
Social
Esteem
Self
Actualization
Unsuccessful
Approach
Listener’s
Concern
Successful
Approach
Chapter 13– Persuasive Methods and Theories

21. Examples of Motive Appeals
Physiological needs: sleep, sexual attraction, food, shelter, physical activity
Safety needs: freedom from injury, fear, censorship or war; good health; job security
Social needs: desire to give & receive love; friendship; belonging; family ties; God
Esteem needs: prestige, pride, & achievement
Self-actualization: developing one’s potential; reaching goals; being creative and challenged
Chapter 13– Persuasive Methods and Theories

22. Chapter 13– Persuasive Methods and Theories
Using Fear Appeals
Appeals that are designed to arouse negative emotions
A high level of fear is more likely to be more persuasive than low or medium levels
Structuring fear appeals
Show listeners there will be significant consequences if change does not occur
Show how likely the consequences are
Indicate actions audience can take
Chapter 13– Persuasive Methods and Theories

23. Unethical Use of Fear Appeals
Fabrication of similarities – exaggerating the similarities between speaker and audience
Exaggeration – overestimating the problems, costs or negative consequences of a new proposal
Chapter 13– Persuasive Methods and Theories

24. Persuasion and Technology
When messages are sent by audio or video the audience is more persuaded by the speaker’s credibility than the evidence
When messages are sent by print the audience is more persuaded by the quality of the evidence than the speaker’s credibility
Chapter 13– Persuasive Methods and Theories

25. Using Persuasive Theory in Speaking: Elaboration Likelihood Theory
Indicates which of two routes for processing arguments listeners will likely use
Central route - careful critical thinking of arguments.
Peripheral route - taking a shortcut to decisions
Implication
If audience is taking Central route then you need well supported evidence to address questions
If audience is taking Peripheral route then use more narratives and visuals
Chapter 13– Persuasive Methods and Theories

26. Using Persuasive Theory in Speaking: Social Judgment Theory
Explains how people evaluate messages based on internal anchors (past experiences) and how anchors will more likely affect judgments of ego involved listeners
Implications
Attitude change results when people perceive the argument is within their latitude of acceptance
The larger a person’s latitude of rejection the harder they are to persuade
Chapter 13– Persuasive Methods and Theories

27. Using Persuasive Theory in Speaking: Information - Integration
Behavior change is determined by how listeners accumulate and organize information. Basically, change is affected by:
Your attitude toward a behavior times the strength of that attitude, plus . . .
Your beliefs about what others think you should do times the strength of these other opinions
Chapter 13– Persuasive Methods and Theories

28. Using Persuasive Theory in Speaking: Consistency Theories
Cognitive Dissonance
Because listeners prefer consistency and balance and feel threatened by inconsistency, attitude change can occur when speaker information creates inconsistency
People seek to reduce dissonance
People avoid dissonance-creating situations
Chapter 13– Persuasive Methods and Theories

29. Essentials of Public Speaking
Persuasive
Methods and
Theories
Chapter 13
Essentials of Public Speaking
Cheryl Hamilton
5th Edition
Cheryl Hamilton, Ph.D.
Chapter 13 – Persuasive Methods and Theories