1. PowerPoint™ Presentations prepared by: Naomi Young University of California, San Diego Human Communication: The Basic Course Twelfth Edition Joseph A. DeVito Hunter College of the City University of New York

2. 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. Chapter Eighteen: The Persuasive Speech Copyright ©2012, 2009, 2006 Pearson Education, Inc. All rights reserved.

3. 3 Chapter Goals Learn About:   The nature and goals of persuasion and how attitudes, beliefs, values, and behaviors are influenced   The major types of persuasive speeches Learn To   Use the strategies of persuasion in a variety of communication contexts   Prepare a variety of effective persuasive speeches on questions of fact, value, and policy   Prevent yourself from being unfairly or unethically persuaded Copyright ©2012, 2009, 2006 Pearson Education, Inc. All rights reserved.

4. Goals of Persuasive Speaking  To strengthen or weaken attitudes, beliefs or values  To change attitudes, beliefs or values  To motivate to action  Persuasion continuum

5. Copyright ©2012, 2009, 2006 Pearson Education, Inc. All rights reserved. The Three Persuasive Proofs  Logical (logos) –Reasoning from specific instances and generalizations –Reasoning from cause and effect –Reasoning from sign –Listening to logical arguments and fallacies of reasoning  Anecdotal evidence  Straw man  Appeal to tradition  Bandwagon  Testimonial  Thin entering wedge

6. Copyright ©2012, 2009, 2006 Pearson Education, Inc. All rights reserved. Emotional Appeals   Also called motivational appeals   Maslow’s “Hierarchy of Needs”   Listening to emotional appeals

7. Copyright ©2012, 2009, 2006 Pearson Education, Inc. All rights reserved. Credibility Appeals  The degree to which your audience regards you as a believable spokesperson Competence  Tell listeners of your competence  Cite a variety of sources  Stress competencies of sources Character  Stress fairness  Stress concern for audience  Stress concern for enduring values

8. Copyright ©2012, 2009, 2006 Pearson Education, Inc. All rights reserved. Charisma  Demonstrate positive outlook  Demonstrate enthusiasm  Be emphatic

9. Copyright ©2012, 2009, 2006 Pearson Education, Inc. All rights reserved. Listening to Credibility Appeals and Character Attacks  Personal interests  Character attacks  Name-Calling  Glittering generalities

10. Copyright ©2012, 2009, 2006 Pearson Education, Inc. All rights reserved. Principles of Persuasive Speaking  Focus on your audience  Identify with your audience  Secure a ‘yes’ response  Anticipate selective exposure  Use positive labeling  Ask for reasonable amounts of change  Provide social truth  Motivate your listeners with limited choices

11. Copyright ©2012, 2009, 2006 Pearson Education, Inc. All rights reserved. Persuasive Speeches on a Question of Fact  Concern what is or is not true  Formulate a thesis on the basis of a factual statement  Generate main points by asking: –“How do you know this?” –“Why would you believe this is true (factual)?”

12. Copyright ©2012, 2009, 2006 Pearson Education, Inc. All rights reserved. Persuasive Speeches on a Question of Value  Good or bad, moral or immoral, just or unjust  Generate main points with questions –Why is this good? –Why is this immoral? –Why is this justified?  Provide support through research

13. Copyright ©2012, 2009, 2006 Pearson Education, Inc. All rights reserved. Persuasive Speech on Question of Policy  Urging your audience to do something about an issue concern what should be done, what procedures should be adopted, what laws should be changed  Involve questions of values  Develop question of policy by asking strategic questions –“Why should the policy be adopted?” –“Why should this policy be discontinued?” –“Why is this policy better than what we now have?”

14. Copyright ©2012, 2009, 2006 Pearson Education, Inc. All rights reserved. Special Occasion Speeches  Speech to Secure Goodwill- to get the audience to change their behavior toward the person, product, or company  Demonstrate the contributions that deserve goodwill  Establish credibility  Don’t be obvious in asking for goodwill

15. Copyright ©2012, 2009, 2006 Pearson Education, Inc. All rights reserved. Special Occasion Speeches  The Commencement Speech-to congratulate and inspire the recent graduates  Organize the speech in a temporal pattern  Do your research  Be brief  Congratulate the graduates, parents, and instructors instructors  Offer the graduates a motivational message  Offer good wishes to the graduates

16. Copyright ©2012, 2009, 2006 Pearson Education, Inc. All rights reserved. Special Occasion Speeches  The Speech of Inspiration- to inspire, to raise the spirits of an audience  Demonstrate your oneness with the audience  Demonstrate your own intense involvement  Stress emotional appeals  Stress the positive

17. Copyright ©2012, 2009, 2006 Pearson Education, Inc. All rights reserved. Knowledge to Action How can understanding the principles of persuasion help one to critically evaluate the messages they receive?