chapter 14

Chapter 14Chapter 14

PersuasionPersuasion

Persuasive SpeakingPersuasive Speaking

Persuasive speaking is a process in Persuasive speaking is a process in which a speaker presents a message which a speaker presents a message intended to affect an audience in intended to affect an audience in specific ways.specific ways.

The speaker communicates their The speaker communicates their position and tries to motivate position and tries to motivate someone to change their beliefs, someone to change their beliefs, attitudes and behaviors.attitudes and behaviors.

Two types of P.S.Two types of P.S.

Direct: The purpose of the Direct: The purpose of the persuasion is not disguised in any persuasion is not disguised in any way.way.

Indirect: The speaker disguises or Indirect: The speaker disguises or de-emphasizes the speaker’s de-emphasizes the speaker’s purpose in some way. True purpose purpose in some way. True purpose is not known until the end of the is not known until the end of the speech.speech.

Aristotle’s Rhetorical ProofsAristotle’s Rhetorical Proofs

Logos: {lō-, gäs} -,gōs Logos: {lō-, gäs} -,gōs

Logical support in a speechLogical support in a speech

This is your logic, reasoning, and This is your logic, reasoning, and evidenceevidence

EvidenceEvidence

anything that establishes a fact or anything that establishes a fact or gives us reasons to believe gives us reasons to believe somethingsomething

Specific examples, illustrationsSpecific examples, illustrations Comparisons/contrastsComparisons/contrasts StatisticsStatistics Statements from authority “Quotes”Statements from authority “Quotes” DefinitionsDefinitions

ReasoningReasoning

The mental process by which The mental process by which humans reach conclusions humans reach conclusions concerning what to believe or what concerning what to believe or what course of action to take.course of action to take.

Popular forms of reasoning are: Popular forms of reasoning are: induction and deduction.induction and deduction.

InductionInduction

The process of reasoning from The process of reasoning from specific instances to make a general specific instances to make a general conclusion about something.conclusion about something.

Patterns such as: Criteria-Patterns such as: Criteria-Satisfaction, Negative Method, and Satisfaction, Negative Method, and Monroe’s Motivated Sequence.Monroe’s Motivated Sequence.

Also sign and analogy are inductive.Also sign and analogy are inductive.

Inductive-ExamplesInductive-Examples

Criteria-Satisfaction Method:Criteria-Satisfaction Method: I. Most of us are likely to agree on I. Most of us are likely to agree on

the criteria for class president.the criteria for class president. II. Jon Medlock meets all three of II. Jon Medlock meets all three of

these criteria.these criteria.III. Therefore, you should vote for Jon III. Therefore, you should vote for Jon Medlock for senior class president.Medlock for senior class president.

Inductive-ExamplesInductive-Examples Negative MethodNegative MethodI. Joe Camel has no real leadership experience.I. Joe Camel has no real leadership experience.II. Crazy Carrie has no real leadership II. Crazy Carrie has no real leadership

experience. experience. III. Farmer Bob has little experience but not has III. Farmer Bob has little experience but not has

shown an inclination to be willing to pitch in shown an inclination to be willing to pitch in with the work.with the work.

IV. Jon Medlock has leadership experience, has IV. Jon Medlock has leadership experience, has proven himself to be a hard worker, and has proven himself to be a hard worker, and has fresh ideas.fresh ideas.

V. Therefore, you should vote for Jon Medlock V. Therefore, you should vote for Jon Medlock for senior class president.for senior class president.

DeductionDeduction Reasoning from general to specific: what is true Reasoning from general to specific: what is true

of an entire class of things applies to a specific of an entire class of things applies to a specific member of that class.member of that class.

Syllogism: Syllogism: All teachers have a college degreeAll teachers have a college degree Mrs. Bartel is a teacher.Mrs. Bartel is a teacher. Therefore, Mrs. Bartel has college degree.Therefore, Mrs. Bartel has college degree.

Patterns such as: statement of reasons approach, Patterns such as: statement of reasons approach, problem-solution method, and comparative problem-solution method, and comparative advantage method.advantage method.

Examples-DeductiveExamples-Deductive

Statement of Reasons ApproachStatement of Reasons Approach Thesis: Vote for Jon Medlock for senior Thesis: Vote for Jon Medlock for senior

class president.class president. I. Jon has proven leadership skills.I. Jon has proven leadership skills. II. Jon is a hard worker who will work II. Jon is a hard worker who will work

forfor you!you! III. Jon has fresh ideal that will benefit III. Jon has fresh ideal that will benefit you!you!


Problem-SolutionProblem-Solution Thesis: Vote for Jon Medlock for senior Thesis: Vote for Jon Medlock for senior

class president.class president.

I. Our senior class members face several I. Our senior class members face several problems.problems.

A. Students do not feel they have any A. Students do not feel they have any

input.input.

B. Teachers do not respect student B. Teachers do not respect student

opinion.opinion.


Problem-Solution:Problem-Solution:

II. Jon Medlock can solve these II. Jon Medlock can solve these problems.problems.

A. Jon can generate student A. Jon can generate student interest.interest.

B. Jon is respected by faculty.B. Jon is respected by faculty.


Comparative Advantage Method:Comparative Advantage Method:Thesis: Vote for Jon Medlock for senior Thesis: Vote for Jon Medlock for senior

class president.class president.I.I. Jon has more experience than any Jon has more experience than any

other candidate.other candidate.II.II. Jon has shown the ability to work Jon has shown the ability to work

harder than any other candidate.harder than any other candidate.III.III. Jon’s fresh ideas will benefit you Jon’s fresh ideas will benefit you

more than any other candidate’s more than any other candidate’s ideas will.ideas will.

FallaciesFallacies

Hasty GeneralizationHasty Generalization False PremiseFalse Premise False sign (circumstantial evidence)False sign (circumstantial evidence) False causeFalse cause False analogyFalse analogy Begging the question (circular Begging the question (circular

reasoning)reasoning)


Ethos: {ē- thäs} Speaker CredibilityEthos: {ē- thäs} Speaker Credibility

This includes: honesty, sincerity, This includes: honesty, sincerity, competency, credentials, composure, competency, credentials, composure, image, dynamism, and goodwillimage, dynamism, and goodwill

In your speech this means?In your speech this means?

Prior Ethos vs. Demonstrative Ethos Prior Ethos vs. Demonstrative Ethos


Pathos: {pā-thäs, -thos, -thōs} Pathos: {pā-thäs, -thos, -thōs} Emotional AppealEmotional Appeal Arousal of: fear, anger, pity, joy, Arousal of: fear, anger, pity, joy,

sadness, etc.sadness, etc.

Audience AnalysisAudience Analysis

Favorable/Supportive Audience TipsFavorable/Supportive Audience Tips

-Use Emotional appeals to intensify your-Use Emotional appeals to intensify your

listeners’ support.listeners’ support.

-Get your audience to make a public -Get your audience to make a public

commitment.commitment.

-Provide several specific alternatives for -Provide several specific alternatives for action.action.

-Prepare your audience to carry your -Prepare your audience to carry your messagemessage

to others.to others.


Uncommitted or Neutral Audience Uncommitted or Neutral Audience Tips:Tips:

-Stress attention factors! Why?-Stress attention factors! Why?

-Stress material that clarifies and -Stress material that clarifies and

illuminates your information illuminates your information

-establish strong credibility-establish strong credibility

-use strong logical and emotional-use strong logical and emotional

appealsappeals


Indifferent/Apathetic audience:Indifferent/Apathetic audience:

-captive audiences: like this class!-captive audiences: like this class!

-Stress attention factors! Why?-Stress attention factors! Why?

-Stress relevancy factors! Why?-Stress relevancy factors! Why?

-Dynamism!-Dynamism!


Hostile/Opposed Audience Tips:Hostile/Opposed Audience Tips: -Set realistic goals: one speech most -Set realistic goals: one speech most

likely will not change everyone’s likely will not change everyone’s attitudes/beliefsattitudes/beliefs -Stress Common Ground! -Stress Common Ground! -Extensive logos and establish strong -Extensive logos and establish strong ethosethos -DO NOT USE EMOTIONAL APPEALS!-DO NOT USE EMOTIONAL APPEALS!

Goals of Persuasive SpeakingGoals of Persuasive Speaking

Change attitudes-state of mind or Change attitudes-state of mind or emotion toward a person or situation emotion toward a person or situation (opinion-verbal expression of attitude)(opinion-verbal expression of attitude)

Change beliefs-an Change beliefs-an unwavering unwavering conviction in the truth of a statement or conviction in the truth of a statement or in the existence of something, in the existence of something, especially when supported by evidenceespecially when supported by evidence

Change in behavior-call to actionChange in behavior-call to action

Propositions of PersuasionPropositions of Persuasion

Proposition of fact: speaker and Proposition of fact: speaker and listener differ over the alleged listener differ over the alleged validity of a factvalidity of a fact

Proposition of value: Speaker and Proposition of value: Speaker and listener differ the validity of a value listener differ the validity of a value judgement such as: good or bad, judgement such as: good or bad, right or wrong, better or worse, right or wrong, better or worse, justified or unjustifiedjustified or unjustified

Proposition of policy: Proposition of policy:

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