1. Persuasive Speech Analysis

2. Speeches Speeches are written to be spoken in real time. Words are not to be read but to be heard - sounds are important too! The audience cannot “rewind” - therefore, key points of the speech must be very clearly expressed Strategies to ensure the audience can remember the message are important!

3. Genre Conventions Attention grabbing opening Clarity of structure –so the audience can follow the speaker’s points Clear, memorable messages since the audience cannot re-read it Powerful and engaging, but audience-friendly vocabulary + imagery Repetition of words, phrases, sentences Appropriate tone and formality level adapted to subject and audience Memorable ending

4. Analysing the Argument Claim: the X that the sender wants to convince someone about Data: the reasons used to support the claim Warrant: the further developed reasons given to support the data

5. Analysing the Argument Children are overweight. They drink a lot of soft drinks. Soft drinks contain lots of sugar. If you consume large amounts of food with a high sugar content, there is an increased risk of becoming overweight. Claim: Children are overweight. Data: They drink a lot of soft drinks. Warrant: Soft drinks contain lots of sugar. If you consume large amounts sugar, there is an increased risk of becoming overweight. (The warrant is what establishes a plausible connection between claim and data.)

6. Analysing the Argument Is the argument valid? Is the claim backed up by data + a warrant? Is the data true or believable? Is there a logical connection between the claim + data? (the warrant)

7. Structure The opening How does the speaker ‘connect’ with the audience? The body Try to divide the speech into main points. Conclusion How does the speaker make the ending memorable?

8. Analysing Appeals Logos appeal to reason+ intellect matter-of-fact, objective, neutral Ethos charisma, trustworthiness, integrity Pathos feelings, word choice, figures of speech

9. Analysing the Language Style Informative Focus on content, factual information, the outside world. Markers: factual, logos appeals, neutral words Expressive Focus on the sender (attitude, feelings, character) Markers: e.g. personal pronun (I), adjectives, pathos, ethos Directive Focus on the receiver (what to think or do) Markers: imperative, pathos, inclusive ‘we’, direct address

10. Level of Formality Highly formal Archiac diction Many specific words Complex syntax Neutral Standard diction Few specific words Informal Colloquial language Spoken language Slang

11. Tone Tone is closely connected with formality level Is the tone : Lofty, grand, solemn, elevated, serious, deploring, despondent, alarming, engaging, motivated, eloquent, idealistic, youthful, ironic, sarcastic or? How is the tone created? Sounds, word choice, facial expressions? Etc…

12. Persuasive Techniques Repetition: emphasis and helps audience to focus on the main message Metaphor Simile Personification Allusion Figures of Speech traditional yet powerful + often a strong source of emotional persuasion Very popular to make sure people get the point and to create redundancy Antithesis: ‘right vs. wrong’ creates a strong contrast

13. Analysis of Sounds Alliteration Assonance Consonance EFFECT: puts emphasis on certain words through sound pictures, slowing down the reading/listening/speaking pace.

14. Writing About Speeches Don’t just list the structures/techniques EXPLAIN HOW they serve the speaker’s purpose and affect the audience