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Persuasive Strategies
Chapter 22
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• Identify whether you need a proposition of fact, value, or of policy (more shortly)
• Use stock issues to help you analyze your topic
• ** Use a specific, planned organizational pattern **
Sprague Chapter 22 2
Analyze your Persuasive Goals
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• Favorable audience• Neutral audience • Unfavorable audience
Sprague Chapter 22 3
Adjust Your Content Based on Your Audience Attitudes
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• Use emotional appeals to intensify your listeners’ support
• Seek a public commitment from listeners
Sprague Chapter 22 4
Favorable Audience
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• Tell your audience exactly what actions they can take
• Give your listeners ammunition to answer opposing points
Sprague Chapter 22 5
Favorable Audience
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• Create an environment by letting your listeners “fill in the blanks” in your argument– Enthymeme -- an informally stated
syllogism (a three-part deductive argument) with an unstated assumption that must be true...
Sprague Chapter 22 6
Favorable Audience
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• Use plenty of attention factors• Make sure your point is clear
and understandable
Sprague Chapter 22 7
Neutral Audience
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• Present the most recent evidence and examples you can find
• Send your message in multiple ways to engage the senses
• Blend logic and emotional appeals
Sprague Chapter 22 8
Neutral Audience
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• Be realistic about what change you ask listeners to make
• Emphasize common ground• Be very thorough in your
reasoning• Build your credibility by being
fair and open minded
Sprague Chapter 22 9
Unfavorable Audience
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• Use Monroe’s Motivated Sequence to engage your audience
Sprague Chapter 22 10
Organize Your Points for Optimal Persuasive Impact
1. Attention step2. Need step3. Satisfaction step4. Visualization step5. Action step
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Sprague Chapter 22 11
Organize Your Points for Optimal Persuasive Impact
• Compare the advantages of two proposals as a way of organizing your speech
• Place Your Strongest Points First or Last
• Consider Dealing with Opposing Arguments
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What kind of proposition?• Proposition of fact
– Draw inferences from available date– Is / is not
• Proposition of value– Good or bad, right or wrong
• Proposition of policy– Most common, most complex– Advocates specific course of action– Should / should not
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Types of claims (propositions)
• When addressing whether something is true or not, or something will or won’t happen--make a claim of fact
• When addressing an issue that relies on individual judgment of right or wrong for its resolution, make a claim of value.
• When proposing a specific outcome or solution to an issue, make a claim of policy.
• Write your specific purpose to include one
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Organizing Persuasive Messages
• Problem-solution (p. 148)• Comparative Advantages (p. 324)• Refutation Pattern (p. 325)• Motivated Sequence
1. Attention2. Need3. Satisfaction4. Visualization
5. Action
• You must use one of these -- list at top of outline
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Example: Problem-Solution
• I. The Nature of the Problem
• II. Reasons for the Problem
• III. Unsatisfactory Solutions
• IV. Proposed Solution
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The Bottom Line
• Read and peruse lots of sources
• Use the best 10 or so sources -- Retrievable reminder
• Make it clear to the audience where your information comes from
• Define terms, identify people
• Know the topic well and speak with conviction
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What type evidence?• Examples, stories, testimony, facts,
statistics…• Distortion -- what is truth?• Historical vs. contemporary views• Sources of your evidence• Sources of visual aids• APA style -- accurate does matter
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Ethics and appeals
• Teleological vs. deontological• Emotional vs. rational appeals• Audience sensitivity• Life Cycle analysis• Demographics differences• Culture and subcultures
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Persuasive Speech final topics...
...questions
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Modes of Delivery
Chapter 23
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• Begin with a fully developed outline
• Convert the full-sentence outline into a key word or key phrase outline
• Word the speech• Convert your keyword outline to
speaker’s notesSprague Chapter 23 21
Use of Four Steps to Prepare an Extemporaneous Speech
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• Keep your composure• Select a theme• Select organizational framework• Whenever possible, plan your
first and last sentence
Sprague Chapter 23 22
Remember Four Steps When Speaking Impromptu
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• When the time allotted is specific and inflexible / duplicate deliveries required
• The wording is extremely critical• The style is extremely important
Sprague Chapter 23 23
Speaking from a Manuscript
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• Don’t write it out by hand• Use capital and lowercase letters
in a standard sentence format• Print on heavy paper• Make sure letters are dark and
legible
Sprague Chapter 23 24
Prepare an Easily Readable Manuscript
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• Memorize the structure first• Read the speech aloud several
times, then paragraph by paragraph
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Memorize Certain Manuscript Speeches
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• As you practice, visualize giving the speech
• Do not go into a trance when delivering the speech
• If you go blank, recall the structure of the speech
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Memorize Certain Manuscript Speeches
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Practice Sessions
Chapter 24
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• Form a feedback support group• Get guidelines for feedback
Get Effective Feedback
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• Use early sessions to flesh out your outline
• Use middle sessions to get feedback
Allow Time for Three Stages of Practice
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• Practice in front of others and ask for their feedback
• Record your practice session and analyze your performance
Allow Time for Three Stages of Practice
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• Use final sessions for refinements
• Make it as realistic as possible
Allow Time for Three Stages of Practice
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• Include key words, phrases and material that is to be cited directly
• Prepare speech notes in a format that aids delivery
• Preparing speech notes on note cards
Prepare Speech or Speaker’s Notes
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• If your speech is too long– Consider cutting out an entire point– Eliminate redundant evidence– Reduce narratives
Fit Your Speech into the Time Limit
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• If your speech is too long– Eliminate long stories– Use visuals or handouts– Speak simply– Is this too complex a topic?
Fit Your Speech into the Time Limit
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• If your speech is too short– Make sure all of your points are
well developed– Use repetition– Is this a good enough topic?
Fit Your Speech into the Time Limit
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• If your speech is too short– Make sure you have proved all of
your points– Do some more research– Change organizational pattern?
Fit Your Speech into the Time Limit
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• Doing mental rather than oral / physical practices
• Avoid too many critics
Avoid Common Practice Pitfalls
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• Avoid over preparation• Avoid self-consciousness rather
than audience consciousness
Avoid Common Practice Pitfalls
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Adapting to the Speech Situation
Chapter 28
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• If your audience seems bored or restless
• If you are not getting the agreement from the audience you expected
Prepare & Adapt to Audience Reactions
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• If your audience is less informed that you expected
• If your audience is more informed than you expected
Prepare & Adapt to Audience Reactions
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• If you audience is more heterogeneous than you expected
Prepare & Adapt to Audience Reactions
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• Check for possible sources of distractions
• Ignore low level distractions in your speech
• Incorporate distractions into your speech
Take Steps to Prevent Distractions
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• Make necessary interruptions as short as possible and draw your listeners back into the speech
Take Steps to Prevent Distractions
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• The verbal heckler– First-level tactics– Second-level tactics
• The nonverbal heckler
Responding to Hecklers
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Answering Questions
Chapter 29
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• Come prepared• Invite & answer audience
questions straightforwardly
Answering Questions
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• The person who wants to give a speech
• The person who wants to have an extended dialogue
• The person who wants to pick a fight
Manage Self-Indulgent Questioners
Sprague 48Chapter 29