1. Copyright © 2013, 2010, 2007, 2005 Pearson Education, Inc. All Rights Reserved. Chapter 16 Understanding Principles of Persuasive Speaking This multimedia product and its contents are protected under copyright law. The following are prohibited by law: any public performance or display, including transmission of any image over a network; preparation of any derivative work, including the extraction, in whole or in part, of any images; any rental, lease, or lending of the program.

2. Copyright © 2013, 2010, 2007, 2005 Pearson Education, Inc. All Rights Reserved. Persuasion is the process of changing or reinforcing attitudes, beliefs, values, or behavior. Persuasion Defined

3. Copyright © 2013, 2010, 2007, 2005 Pearson Education, Inc. All Rights Reserved.  Aristotle’s Traditional Approach  Ethos—persuasion by credibility (delivery)  Logos—persuasion by reasoning (evidence)  Pathos—persuasion by emotion (language) How Persuasion Works

4. Copyright © 2013, 2010, 2007, 2005 Pearson Education, Inc. All Rights Reserved.  ELM’s Contemporary Approach  The direct persuasion route  The indirect persuasion route How Persuasion Works

5. Copyright © 2013, 2010, 2007, 2005 Pearson Education, Inc. All Rights Reserved. Use listener needs:  People change attitudes, beliefs, values or actions to restore needs  Maslow’s Hierarchy of Needs: humans are motivated by variety of needs  Persuasion occurs when listeners become convinced that changes will satisfy their needs Direct Persuasion Route

6. Copyright © 2013, 2010, 2007, 2005 Pearson Education, Inc. All Rights Reserved. Use dissonance:  People seek consistency & balance  If unhappy, people change attitudes, beliefs, values or behaviors  Cognitive dissonance: mental discomfort prompting people to change when new & existing information conflict  Speakers need to be ethical when choosing messages that create dissonance Indirect Persuasion Route

7. Copyright © 2013, 2010, 2007, 2005 Pearson Education, Inc. All Rights Reserved. Persuasive Organization Patterns  Topical  Reasons to change attitude/behavior (0ne side)  Refutation (two sides)  Problem-solution  Call to action  Need, plan and practicality (two main points)

8. Copyright © 2013, 2010, 2007, 2005 Pearson Education, Inc. All Rights Reserved. Propositions of Fact Focuses on the truth/falsity of an assertion  Want the audience to accept a particular view of the facts  Best for changing attitudes  Use topical organization (reasons)

9. Copyright © 2013, 2010, 2007, 2005 Pearson Education, Inc. All Rights Reserved. Topic: Earthquakes hitting California topical organization—reasons (one sided) Specific purpose: At the end of my speech, my audience will agree that an earthquake of 9.0 or above will hit California in the next ten years. Central idea: There are three good reasons to believe that an earthquake will hit California in the next ten years. I.California is long overdue for a major earthquake. II.Many geological signs indicate that a major earthquake may happen soon. III.Experts agree that an earthquake of 9.0 or above could strike California any day.

10. Copyright © 2013, 2010, 2007, 2005 Pearson Education, Inc. All Rights Reserved. Topic: Shakespeare’s authorship topical organization—reasons (one sided) Specific purpose: At the end of my speech, my audience will accept that Shakespeare did not write his plays. Central idea: There is considerable biographical and historical evidence that Shakespeare did not write the plays attributed to him. I.Biographical evidence suggests that Shakespeare did not write the plays attributed to him. II.Historical evidence suggests that Shakespeare’s plays were written by Sir Francis Bacon.

11. Copyright © 2013, 2010, 2007, 2005 Pearson Education, Inc. All Rights Reserved. Propositions of Value Statements that call for the audience to judge the worth or importance of a topic  Need to establish a (moral) standard for judgment for the audience  Best for changing attitudes  Use topical organization (refutation)

12. Copyright © 2013, 2010, 2007, 2005 Pearson Education, Inc. All Rights Reserved. Topic: Bicycle riding topical organization—refutation (two sided) Specific purpose: At the end of my speech, my audience will accept that bicycle riding is the ideal form of transportation. Central idea: Bicycle is the ideal form of land transportation because it is faster than running, does not exploit animals, is nonpolluting, and promotes good health. I.An ideal form of land transportation should meet four major standards. II.Bicycle riding meets all these standards for an ideal form of land transportation.

13. Copyright © 2013, 2010, 2007, 2005 Pearson Education, Inc. All Rights Reserved. Topic: Capital punishment Topical organization—refutation (two sided) Specific purpose: At the end of my speech, my audience will accept that capital punishment is morally and legally wrong. Central idea: Capital punishment violates both the Bible and the U.S. Constitution. I.Capital punishment violates the biblical commandment “Thou shall not kill.” II.Capital punishment violates the constitutional ban on “cruel and unusual punishment.”

14. Copyright © 2013, 2010, 2007, 2005 Pearson Education, Inc. All Rights Reserved. Propositions of Policy Advocates a specific course of action  Involves changing a policy, procedure or behavior  Focus on immediate action (behavior)  Use problem-solution organization

15. Copyright © 2013, 2010, 2007, 2005 Pearson Education, Inc. All Rights Reserved. Topic: Harmful household products problem-solution organization Specific purpose: At the end of my speech, my audience will call for government action on antibacterial chemicals in household products. Central idea: The use of antibacterial chemicals in household products is a serious problem that requires action by government and consumer action. I.The use of antibacterial chemicals in household products is a serious problem. II.Solving these problems requires a combination of government and consumer action.

16. Copyright © 2013, 2010, 2007, 2005 Pearson Education, Inc. All Rights Reserved. Topic: Manned space missions topical organization—problem-solution sub points Specific purpose: At the end of my speech, my audience will call for more unstaffed space missions to gather information about the planets and solar system. Central idea: Unstaffed scientific missions are less costly and more beneficial than staffed space flights. I.Unstaffed scientific missions are less costly than staffed space flights. II.Unstaffed scientific missions provide more practical benefits than staffed lights.

17. Copyright © 2013, 2010, 2007, 2005 Pearson Education, Inc. All Rights Reserved. PowerPoint™ Presentation Prepared by Diana M. Cooley, Ph.D. Lone Star College – North Harris Houston, Texas