Chapter 16: Persuasive public speaking

Persuasive Public Speaking

If you are opinionated,

here is your chance.

Types of persuasive speechesConviction

Action

Good persuasive speeches are…

• Timely• Controversial • Audience-aware• Well-developed• Valuable to society

Persuasion process

Claim

Appeals

Done?

NO!

Persuasion processThings to consider

Theory of field-related standards

• Not all people reach conclusions in the same way, thus they may react differently to the same evidence or psychological appeals

• Include as many appeals as you can

Group norm standards

• When speaking to a group, you can assume that they will have some similar or overlapping views

Individual norm standards

• Some individuals are more influential than others. If you get them on your side, everyone else is in the bag

Components of the persuasive speech

Ethos

• Speaker credibility

Logos

• Logical arguments

Pathos

• Psychological appeals

Ethos

Speaker credibility (ethos)

Competence

• Wisdom• Authority• knowledge

Speaker credibility (ethos)

Charisma

• Appealing• Concerned• Enthusiastic• Sincere

Speaker credibility (ethos)

Character

• Reputation• Honesty• Sensitivity

Logos

Logical arguments (logos)

Your speech has to “make sense”

• Clear statement of the purpose of what you are proposing• Reasons you believe or want the audience to believe in what

you are proposing• Cite credible sources• Well-developed arguments that flow• Statement of desired outcome, stand or action• Absence of false facts, or partial information

Logical arguments guide your central idea

Proposition of facts (will)

Proposition of value (good, bad)

Proposition of policy (should)

Inductive argument (evidence, conclusion)

Deductive argument (premise, conclusion)

Whatever your choice, you need valid evidence

Logical fallacies

Generalizations

• All Greeks…

Faulty analogical reasoning

• AIDS vs. Bubonic plagues

Faulty causal reasoning

• Something caused something else, no qualification

Ignoring the issue

• Relevant arguments used to obscure the issue

Logical fallacies

Ad hominem arguments

• Attacks on personal character of the source

Ad populum arguments

• Appeal to people’s prejudices and passions

Ad ignorantium arguments

• Attempt to prove that something is true because it cannot be disproved

How do you sell your point of view?

Critical thinking

• Propose plan of action, Set forth criteria, Propose solution

Comparative advantage

• Propose solution(s) that are workable, desirable, and practical

How do you sell your point of view?

Elaboration Likelihood Model

• If the topic is one that the listener has encountered before, is interested and involved in, and enjoys talking about, he/she is more likely to process the speaker’s arguments

How do you sell your point of view?

Social support

• If the individual feels that he/she has the support of others and they’re all “in it together,” he/she will be persuaded by a message

How do you sell your point of view?

Monroe’s Motivated Sequence

• Attention• Need• Satisfaction• Visualization• Action

Pathos

Psychological appeals (pathos)

Maslow’s Hierarchy of Needs

Appeals to motivate listenersAdventure

Anger

Companionship

Deference

Fear

Gender

Guilt

Happiness

Health

Hero worship

Humor

Independence

Liking

Loyalty

Nostalgia

Revulsion

Safety

Savings

Sex

Sympathy

And remember that all of this has to be arranged in a way that

makes sense

INSPIRATION