End of the marking period is next week!Check infinite campus for missing

assignments I will give late credit for SOME

assignments – see me if you aren’t sureToday – we will take notes on chapter 16

(persuasion)This PowerPoint is also on my website

Persuasive SpeakingPlease take notes or add to your current notes you took from the chapter. Quiz on Thursday, 11/6 on chapters 16, 17, and any additional information from this PowerPoint.

A speech can be well organized, with solid supporting materials, and still fail to persuade.

This chapter will explore how to motivate an audience to take a specific action or adopt certain ideas, values, or beliefs.

This chapter will cover: The nature of a persuasive speech Framing your argument based on

audience analysis Ethical obligations Organizing your persuasive speech

At the end of the week we will look at specific ways to ORGANIZE a persuasive speech

The Nature of a Persuasive Speech: Persuasive Speeches Attempt to

Influence Audience Members

• The goal is to influence your audience’s beliefs, attitudes, or actions.

• Speakers try to do one or more of the following:– Strengthen audience commitment– Weaken audience commitment– Advocate audience action

Get more sleep!

Three Goals of Persuasion

Strengthen Weaken PromoteCommitment Commitment Action

I will try to go to bed earlier!

Tonight I will get in bed by 10 PM!

I will stop watching tv so late

The Nature of a Persuasive Speech: Persuasive Speeches Advocate fact, Value, or

Policy Claims

– Fact claim: Asserts that something is true or false

– Value claim: Offers a judgment on a subject

– Policy claim: Advocates an action by organizations, institutions, or audience members

• A persuasive speech makes one of three types of claims:

Select arguments with the best chance of achieving your rhetorical purpose in an ethical way.

You must understand your audience’s perspective on your topic to choose arguments wisely.

Nonstrategic discourse: things I might talk about even if no one is listening

Strategic discourse: things that people might actually listen to me talking about (based on my audience analysis)

Consider your audience’s: Latitude of

acceptance (range of acceptable positions)

Latitude of rejection (range of unacceptable positions)

• Boomerang effect: Pushing listeners to oppose your ideas even more vigorously

• This happens when your position falls within your listeners’ latitude of rejection and they have a strong and very different viewpoint from yours.

Framing Your Argument Based on Audience Disposition

Saying the wrong thing can push your audience further away

Appealing to your audience’s needs Maslow’s hierarchy of needs: Basic-level

needs must be met before higher-level needs become important.

If you can relate your message to your listeners’ various needs, you are more likely to persuade them.

Tailoring Your Persuasive Messageto Your Audience

Values: Core conceptions of what is desirable for your life and society

Values guide judgmentsExplain how your argument aligns

with audience values

Tailoring Your Persuasive Messageto Your Audience:

Connecting to Your Listeners’ Values

Values guide audience judgments, but sometimes values are in conflict

Please check your folders for your grade reports.Any mistakes or questions, write them on the grade report and put them in the homework bin.I will take late work for partial credit until tomorrow morning at 7:30 AM

Help listeners visualize benefits gained if they take the actions you are advocating.

Listeners weigh costs and benefits before responding to your persuasive appeal.

Tailoring Your Persuasive Messageto Your Audience:

Demonstrating How Your Audience Benefits

Use a two-sided argument in which you voice your listeners’ objections to your thesis.

REFUTATION - Then refute or mitigate these objections with evidence and sound reasoning. ALL PERSUASIVE SPEAKING SHOULD HAVE A REFUTATION!

Tailoring Your Persuasive Messageto Your Audience:

Acknowledging Listeners’ Reservations

Acknowledging Listeners’ Reservations

Getting More Sleep Staying Up Late

Peripheral beliefs: Beliefs that have not been held for a long time

Core beliefs: Beliefs held for a long time that are relatively immune to persuasion

Tailoring Your Persuasive Message to Your Audience:

Focusing on Peripheral Beliefs

Present truthful claims and key facts to help your listeners accept your thesis.

Do not manipulate listeners into agreement.

Avoid arguments based on faulty reasoning.

“Teens need about 9 1/4 hours of sleep each night to function best (for some, 8 1/2 hours is enough). Most teens do not get enough sleep — one study found that only 15% reported sleeping 8 1/2 hours on school nights.”

http://www.sleepfoundation.org/article/sleep-topics/teens-and-sleep

Ensure that facts are accurate before presenting them.

If few credible sources support your claim, research other arguments that support your position.

Make listeners aware of any rewards that may come to you if they accept your thesis.

Your audience will respect your honesty when you reveal any biases.

Practice full disclosure.

Cite your sources.Ensure that quotations and

paraphrases are accurate.

Use a causal pattern when you want to argue that one thing causes another.

Example: Thesis: Fast-food

restaurants are a significant cause of health problems in the United States.

Use a comparison pattern when you want to claim that two things are similar or different.

Example: Thesis: There are

significant differences between the two candidates for the legislature in our district.

Use a categorical pattern when each main point reflects a different reason that you believe your fact claim is true.

Example: Thesis: The earth is

experiencing climate change.

Use a criteria-application pattern when one point establishes standards for the value judgment you make and the next point applies it to your thesis.

Example: Thesis: Community

service is a valuable part of the college experience.

Use a categorical pattern when listeners understand each point’s relevance to the claim, making it unnecessary for you to explain how each main point supports your value judgment.

Example: Thesis: Advanced driver-training

courses are beneficial.

Use a motivated sequence to establish five main points: Attention Need Satisfaction Visualization Action

Use a problem-cause-solution pattern that consists of the following three points: Present the problem. Demonstrate how the

existing organizational or institutional policies will not solve it.

Present a solution to minimize the problem.

Use a comparative advantage format to persuade listeners that your proposal is better than the status quo, although a policy change may not be urgent. The first point on your outline reveals

your solution. Each subsequent point details an

advantage of your solution.

Organizing Policy Claims: Comparative Advantage Format

Tip: It is easiest to motivate your audience to action when you know that they already agree with your claims.

Tip: Persuasion works best when you tailor your message to the audience, so be sure you know what your audience’s needs, motivations, and values are as they relate to your topic.