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Persuasive SpeakingLecture 8.3

University of Alberta

ALES 204

Nancy Bray

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Housekeeping

Mid-term results

Assignment #2 due on Sunday. Remember the late assignment policy

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Describe the role that culture, self-perception and language play in communication

Define communication

Informative Persuasive

Rhetorical Purpose

Intrapersonal Interpersonal Small Groups Public Mass Communication

Context

Oral Written Visual Online

Channel

Analyze a communicative situationPlan an approach

Identify strengths and weakness of your approach

Course Map

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Lecture Outline

1.Thinking about a new genre: the persuasive speech

2.Purpose and audience

3.Expectations of the genre

a.Language

b.Structure and organization

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1. Thinking about a new genre: the persuasive speech

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Questions to ask about a new genre

1.What is the purpose?

2.Who is the audience?

3.What are the expectations of the genre?

a.Language

b.Structure or organization

c.Design and mechanics

4.What is the process to produce the genre?

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2. Purpose and audience

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Writing Speaking• More permanent• Asynchronous• Indirect relationship

between writer and audience

• Ephemeral (this is changing)

• Synchronous• Direct relationship

between speaker and audience

Difference between writing and speaking

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Informative: Audience and goal

Lay Audience

Expert

Representation of real world

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Persuasion: Audience and goal

AudienceSpeaker

How the speaker would like the world to be

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What do you want your listener to do?

Adoption =

Discontinuance =

Deterrence =

Continuance =

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3. Expectations of the genre

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A. Language

Short sentences

Should sound like spoken language

Use sound to your advantage

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How many words per minutes?

Audio books = 150 to 160 words per minute

Slide presentations = 100 words per minute

Auctioneers = 250 words per minutes

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B. Structure

Your main message

Introduction and conclusion

Body

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What is your main message?

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Proposition of fact

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Proposition of value

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Proposition of policy

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Introductions and conclusions

10 to 20 % of total speech time

Intro: Take the listener from their world into yours

Conclusion: Leave the listener changed

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Monroe’s motivated sequence

There are five rhetorical moves you can use to persuade your audience:

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Attentionhttp://www.ted.com/talks/hans_rosling_and_the_magic_washing_machine.html

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Needhttp://www.ted.com/talks/daphne_koller_what_we_re_learning_from_online_education.html

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http://www.ted.com/talks/allan_savory_how_to_green_the_world_s_deserts_and_reverse_climate_change.html

Satisfaction and visualization

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Actionhttp://www.ted.com/talks/jane_mcgonigal_gaming_can_make_a_better_world.html

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How can you persuade them?

consistency =

social proof =

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Maslow’s hierarchy of needs

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Fallacies of logic

Errors in logic

Flawed reasoning

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Ad Hominem

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Red Herring

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False Division

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Hasty Generalization

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Slippery Slope

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Appeal to Tradition/Novelty

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Post Hoc

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Bandwagon Appeal

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Appeal to Authority

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Take away

Keep in mind what you want your audience to do

Focus on this and align your arguments and presentation aids to this message

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Photo Credits

Slide 10: Newspapers by NS Newsflash Slide 11: i can't hear you by sea turtle Slide 12: clapping by stu willis Slide 14: sleeping audience by kurafire Slide 15: Matrix fan poster Slide 16: Textbook materials Slide 17: Take away by Jim Moran