1. Chapter 17: Persuasive Speeches

2. Content Defining Persuasive Speech Cornerstones of Persuasion
Forms of Reasoning
Toulmin Model
Types of Credibility
Organizing Persuasive Speech
One-sided vs. Two-sided Presentations
Guidelines for Effective Persuasive Speaking

3. Persuasive Speech
Aims to change others by prompting them to think, feel, believe or act differently.

4. Characteristics of Persuasive Speech
Involves multiple communicators
Persuasion is not coercion or force
Persuasive impact usually is gradual and incremental

5. Cornerstones of Persuasion
Forms of proof or reasons people are persuaded
Ethos - perceived personal character of speaker; credibility
Pathos - emotional reasons for attitudes, beliefs or action
Logos - rational or logical proof

6. Toulmin Model
Toulmin explained that logical reasoning consists of 3 components
Claims - assertions
Grounds - evidence/data that support the claim
Warrant - explains the relevance of the grounds to the claim; justification of grounds

7. Toulmin Model
Qualifier - word/phrase that limits the scope of the claim
Rebuttal - anticipates and addresses reservations that listeners are likely to have about claims

8. Credibility
Speaker earns this by convincing listeners that he/she has personal integrity, is positively disposed toward them, and can be trusted
Initial Credibility - before a presentation begins
Derived Credibility - during the speech
Terminal Credibility - end of presentation

9. Organizing Speeches for Persuasive Impact
Motivated Sequence Pattern
Listener’s attention is drawn to the subject
Establishes need by showing that a real and serious problem exists
Speaker recommends a solution
Visualization - imagine the results
Speakers to the action step - appeal for concrete action

10. One-sided and Two-sided Presentations
Listener’s expectations
Listener’s attitudes
Listener’s knowledge

11. Guidelines for Effective Persuasive Speeches
Create common ground with listeners
Adapt to listeners
Avoid fallacious reasoning

12. Guidelines for Effective Persuasive Speeches
Ad Hominem Arguments - arguments that go to the person instead of the idea
Post Hoc, Ergopropter Hoc - “after this, then this”
Bandwagon Appeal - argues that because people believe/act in a particular way, you should too

13. Guidelines for Effective Persuasive Speeches
d) Slippery Slope - claims that once we take the 1st step, more and more steps inevitably will follow until some unacceptable consequences results
e) Hasty Generalization - broad claim based on too limited evidence
f) Red Herring Argument - speakers who try to deflect listeners from relevant issues

14. Guidelines for Effective Persuasive Speeches
g) Either-Or Logic - implying that there are only two options
h) Reliance on the Halo Effect - occurs when we generalize a person’s authority or expertise in a particular area to other areas that are irrelevant to the person’s experience and knowledge