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SPC 1017 SPEECH COMMUNICATIONCH. 17 PERSUASIVE SPEAKING
NATURE OF PERSUASION
• PERSUASIONPERSUASIONPERSUASIONPERSUASION–THE PROCESS OF INFLUENCING PEOPLE’S ATTITUDES, BELIEFS,
VALUES, OR BEHAVIORS
• PERSUASIVE SPEECH PERSUASIVE SPEECH PERSUASIVE SPEECH PERSUASIVE SPEECH –A SPEECH ATTEMPTING TO INFLUENCE THE ATTITUDES,
BELIEFS, VALUES, BEHAVIORS OF OTHERS
• RHETORICRHETORICRHETORICRHETORIC–USE OF ALL AVAILABLE MEANS OF PERSUASION
• ARGUMENT ARGUMENT ARGUMENT ARGUMENT –ARTICULATING A POSITION WITH THE SUPPORT OF LOGOS,
ETHOS, AND PATHOS
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NATURE OF PERSUASION
• LOGOSLOGOSLOGOSLOGOS–CONSTRUCTING LOGICAL ARGUMENTS SUPPORTED WITH EVIDENCE
AND REASONING
• ETHOSETHOSETHOSETHOS–HIGHLIGHTING COMPETENCE, CREDIBILITY, AND GOOD CHARACTER
• PATHOSPATHOSPATHOSPATHOS–APPEALING TO THE EMOTIONS
• PROPOSITIONPROPOSITIONPROPOSITIONPROPOSITION–A DECLARATIVE STATEMENT THAT CLEARLY INDICATES THE
SPEAKER’S POSITION ON A TOPIC
PROCESSING PERSUASION
ELM: ELM: ELM: ELM: ELABORATION ELABORATION ELABORATION ELABORATION LIKELIHOOD MODELLIKELIHOOD MODELLIKELIHOOD MODELLIKELIHOOD MODEL
• PEOPLE PROCESS INFORMATION IN ONE
OF TWO WAYS:
• CENTRAL ROUTE - LISTEN AND THEN
THINK ABOUT IT.
• PERIPHERAL ROUTE - LISTEN FOR
"SHORT-CUT" CUES FOR A QUICK
EVALUATION (I.E., SPEAKER
CREDIBILITY, GUT-CHECK FOR
EMOTIONAL RESPONSE).
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TYPES OF PERSUASIVE GOALS• PROPOSITION OF VALUE - TO CONVINCE THAT SOMETHING IS GOOD, FAIR, MORAL,
SOUND, ETC., ORE THE OPPOSITES.
• PROPOSITION OF POLICY - CONVINCE THAT A SPECIFIC COURSE OF ACTION SHOULD
BE TAKEN.
• PROPOSITION OF FACT - CONVINCE THAT SOMETHING IS TRUE OR FALSE.
TAILOR PROPOSITION TO AUDIENCE
• TARGET AUDIENCE - THE GROUP OF
PEOPLE A SPEAKER MOST WANTS TO
PERSUADE.
• OPPOSED
• NEUTRAL (UNINFORMED,
IMPARTIAL, APATHETIC)
• IN FAVOR
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LOGOS
• CLAIM – THE CONCLUSION THE SPEAKER WANTS THE AUDIENCE TO AGREE TO
• SUPPORT – EVIDENCE OFFERED AS GROUNDS TO ACCEPT THE CLAIM
• WARRANT – THE REASONING PROCESS THAT CONNECTS THE SUPPORT TO THE
CLAIM
DEVELOPING SUPPORT
• INDUCTIVE REASONING –ARRIVING AT A GENERAL CONCLUSION BASED ON
SEVERAL PIECES OF SPECIFIC EVIDENCE DEPENDING ON THE NUMBER,
QUALITY, AND TYPICALITY OF EACH PIECE.
• DEDUCTIVE REASONING –ARGUING THIS IF SOMETHING IS TRUE FOR
EVERYTHING THAT BELONGS TO A CERTAIN CLASS (MAJOR PREMISE), THAT
A SPECIFIC INSTANCE IS PART OF THAT CLASS (MINOR PREMISE), THAT WE
MUST CONCLUDE THAT WHAT IS TRUE OF ALL MEMBERS MUST BE TRUE
FOR THE ONE (SYLLOGISM)
TYPE OF ARGUMENTS
• ARGUING FROM SIGN
• ARGUING FROM EXAMPLE
• ARGUING FROM ANALOGY
• ARGUING FROM CAUSATION
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JUDGING EVIDENCE
• DOES THE EVIDENCE COME FROM WELL RESPECTED SOURCES?
• IS THE EVIDENCE RECENT AND, IF NOT, IS IT STILL VALID?
• DOES THE EVIDENCE REALLY SUPPORT THE REASON?
• WILL THE EVIDENCE PERSUADE FOR THIS AUDIENCE?
TOULMINMODEL
AVOIDING FALLACIES• HASTY GENERALIZATION - A GENERALIZATION THAT
IS NOT SUPPORTED WITH EVIDENCE OR IS SUPPORTED
WITH ONE WEAK EXAMPLE.
• FALSE CAUSE - THE ALLEGED CAUSE FAILS TO BE
RELATED TO OR PRODUCE THE EFFECT.
• AD HOMINEM - ATTACKING THE PERSON MAKING THE
ARGUMENT RATHER THAN THE ARGUMENT.
• EITHER/OR - CLAIMING THEIR ARE ONLY TWO
ALTERNATIVES WHEN, IN FACT, OTHERS EXIST.
• STRAW MAN -MISREPRESENTING AN OPPOSING
ARGUMENT THEN ATTACKS THE WEAKER POSITION.
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USING ETHOS• BUILD CREDIBILITY
• BUILD GOODWILL• PERSONALIZE
• EMPATHIZE
• RESPONSIVENESS
• SHOW QUALIFICATIONS
• BUILD ON COMMON GROUND
• DRESS APPROPRIATELY
• SHOW RESPECT FOR YOUR AUDIENCE
• USE EVIDENCE FROM RESPECTED SOURCES
USING PATHOS
• RECOGNIZING THAT PEOPLE ARE INTERESTED
IN THINGS THEY FEEL THEY HAVE AN
EMOTIONAL STAKE IN THE ISSUE.
• NEGATIVE EMOTIONS MOVE PEOPLE TO
ELIMINATE THE DISCOMFORT THAT RESULTS
(I.E., SHAME, FEAR, GUILT, ANGER, SADNESS)
• POSITIVE EMOTIONS MOVE PEOPLE TO
SUSTAIN THE POSITIVE FEELS THAT RESULT
(HAPPINESS, JOY, PRIDE, RELIEF, HOPE,
COMPASSION)
USING INCENTIVES
• MOTIVATION - FORCES ACTING ON
OR WITHIN AN ORGANISM TO
INITIATE AND DIRECT BEHAVIOR
• INCENTIVE - A REWARD PROMISED
IF A PARTICULAR ACTION IS TAKEN
OR GOAL IS REACHED.
• UTILIZE MASLOW'S HIERARCHY OF
NEEDS FOR INCENTIVES THAT
OUTWEIGH COSTS.
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ORGANIZING PATTERNS
• STATEMENT OF REASONS
• COMPARATIVE ADVANTAGES
• CRITERIA SATISFACTION
• REFUTATION
• PROBLEM - SOLUTION
• PROBLEM - CAUSE - SOLUTION
• MOTIVATED SEQUENCE
