Copyright © Allyn & Bacon 2003 1 Public Speaking: An Audience- Centered Approach 5/e Steven A. Beebe & Susan J. Beebe Steven A. Beebe & Susan J. Beebe

1Copyright © Allyn & Bacon 2003

Public Speaking: An Audience-Public Speaking: An Audience-Centered Approach 5/eCentered Approach 5/e

Public Speaking: An Audience-Public Speaking: An Audience-Centered Approach 5/eCentered Approach 5/e

Steven A. Beebe &

Susan J. Beebe

Steven A. Beebe &

Susan J. Beebe

This multimedia product and its contents are protected under copyright law. The following are prohibited by law:•any public performance or display, including transmission of any image over a network;•preparation of any derivative work, including the extraction, in whole or in part, of any images;•any rental, lease, or lending of the program.

Chapter 17 – Using Persuasive StrategiesChapter 17 – Using Persuasive StrategiesChapter 17 – Using Persuasive StrategiesChapter 17 – Using Persuasive Strategies


Chapter 17Chapter 17Using Persuasive StrategiesUsing Persuasive Strategies

Chapter 17Chapter 17Using Persuasive StrategiesUsing Persuasive Strategies

Speech is power: Speech is to Speech is power: Speech is to persuade, to convert, to persuade, to convert, to compel.compel.

- Ralph Waldo Emerson- Ralph Waldo Emerson

Speech is power: Speech is to Speech is power: Speech is to persuade, to convert, to persuade, to convert, to compel.compel.

- Ralph Waldo Emerson- Ralph Waldo Emerson


Establishing CredibilityEstablishing CredibilityEstablishing CredibilityEstablishing Credibility

Credibility - Perception of a Speaker’s…

• Competence

• Trustworthiness

• Dynamism


Enhancing CredibilityEnhancing CredibilityEnhancing CredibilityEnhancing Credibility

• Initial Credibility

• Derived Credibility

• Terminal Credibility



Initial Credibility

• Appearance

• Eye Contact

• Credentials and Accomplishments



Derived Credibility

• Common Ground with Audience

• Supported Arguments

• Well-Organized Speech

• Well-Delivered Speech



Terminal Credibility

• Lasting Positive Image

• End with Eye Contact

• Be Prepared for Questions


Using Logic and Evidence to Using Logic and Evidence to PersuadePersuade

Using Logic and Evidence to Using Logic and Evidence to PersuadePersuade

• Logos

• System of Rules for Making Inferences

• State Your Case

• Present Your Evidence

• Prove Your Case

• Apply Appropriate ReasoningApply Appropriate Reasoning


Understanding Types of Understanding Types of Reasoning - InductiveReasoning - Inductive


Testing ValidityTesting Validity

• Enough Specific Instances?Enough Specific Instances?

• Specific Instances Typical?Specific Instances Typical?

• Instances Recent?Instances Recent?




Reasoning By AnalogyReasoning By Analogy

• Conclusions are ProbableConclusions are Probable

• Tests…Tests…

• How Alike Are They?How Alike Are They?

• Is Assertion True?Is Assertion True?


Understanding Types of Understanding Types of Reasoning - DeductiveReasoning - Deductive


• Conclusions are CertainConclusions are Certain

• SyllogismSyllogism

• Major PremiseMajor Premise

• Minor PremiseMinor Premise

• ConclusionConclusion

A=BB=CTherefore…A=C




To Test the Truth of Deductive ArgumentTo Test the Truth of Deductive Argument

• Is the Major Premise True?Is the Major Premise True?

• Is the Minor Premise True?Is the Minor Premise True?


Understanding Types of Understanding Types of Reasoning - CausalReasoning - Causal

Understanding Types of Understanding Types of Reasoning - CausalReasoning - Causal

Reasoning that One Event Caused AnotherReasoning that One Event Caused Another

• Reason from Cause to EffectReason from Cause to Effect

• Reason from Effect to Unknown CauseReason from Effect to Unknown Cause


Persuading the Diverse AudiencePersuading the Diverse AudiencePersuading the Diverse AudiencePersuading the Diverse Audience

• EvidenceEvidence

• Appeals to ActionAppeals to Action

• Message StructureMessage Structure

• Persuasive Communication StylePersuasive Communication Style


Supporting Your Reasoning with Supporting Your Reasoning with EvidenceEvidence

Supporting Your Reasoning with Supporting Your Reasoning with EvidenceEvidence

• FactsFacts

• InferencesInferences

• ExamplesExamples

• OpinionsOpinions

• StatisticsStatistics


Avoid Faulty ReasoningAvoid Faulty ReasoningAvoid Faulty ReasoningAvoid Faulty Reasoning

• Causal FallacyCausal Fallacy

• Bandwagon FallacyBandwagon Fallacy

• Either-Or FallacyEither-Or Fallacy

• Hasty GeneralizationHasty Generalization

You know… they are all like

that!


Avoid Faulty Reasoning (cont)Avoid Faulty Reasoning (cont)Avoid Faulty Reasoning (cont)Avoid Faulty Reasoning (cont)

• Attacking the PersonAttacking the Person

• Red HerringRed Herring

• Appeals to Misplaced AuthorityAppeals to Misplaced Authority

• Non SequiturNon Sequitur


Using Emotion to PersuadeUsing Emotion to PersuadeUsing Emotion to PersuadeUsing Emotion to Persuade

• PathosPathos

• Emotional Responses Along Three LinesEmotional Responses Along Three Lines

• Pleasure - DispleasurePleasure - Displeasure

• Arousal - NonarousalArousal - Nonarousal

• Power - PowerlessnessPower - Powerlessness


Tips for Using Emotion to Tips for Using Emotion to PersuadePersuade


• Use Concrete ExamplesUse Concrete Examples

• Use Emotion-Arousing WordsUse Emotion-Arousing Words

• Use Effective Nonverbal BehaviorUse Effective Nonverbal Behavior

• Use Visual ImagesUse Visual Images

• Use Appropriate Fear AppealsUse Appropriate Fear Appeals




• Use Appeals to Several EmotionsUse Appeals to Several Emotions

• HopeHope

• PridePride

• CourageCourage

• ReverenceReverence

• Tap Audience’s Shared MythsTap Audience’s Shared Myths


Using Emotional Appeals: Using Emotional Appeals: Ethical IssuesEthical Issues

Using Emotional Appeals: Using Emotional Appeals: Ethical IssuesEthical Issues

• No False ClaimsNo False Claims

• No Misuse of EvidenceNo Misuse of Evidence

• No Sole Reliance on EmotionNo Sole Reliance on Emotion


Persuading the Receptive Persuading the Receptive AudienceAudience

Persuading the Receptive Persuading the Receptive AudienceAudience

• Identify with AudienceIdentify with Audience

• Clearly State ObjectiveClearly State Objective

• Tell Audience What You WantTell Audience What You Want

• Ask for Show of SupportAsk for Show of Support

• Use Emotional AppealsUse Emotional Appeals

• Make it Easy for Listeners to ActMake it Easy for Listeners to Act


Persuading the Neutral AudiencePersuading the Neutral AudiencePersuading the Neutral AudiencePersuading the Neutral Audience

• Capture Listeners’ AttentionCapture Listeners’ Attention

• Refer to Shared BeliefsRefer to Shared Beliefs

• Relate Topic to Listeners and Relate Topic to Listeners and

Those They KnowThose They Know

• Be Realistic in What You Can Be Realistic in What You Can

AccomplishAccomplish


Persuading the Unreceptive Persuading the Unreceptive AudienceAudience

Persuading the Unreceptive Persuading the Unreceptive AudienceAudience

• Don’t Announce Intent to Change MindsDon’t Announce Intent to Change Minds

• Note Areas Of AgreementNote Areas Of Agreement

• Don’t Expect Major ShiftsDon’t Expect Major Shifts

• Acknowledge Opposing Points of ViewAcknowledge Opposing Points of View

• Establish CredibilityEstablish Credibility

• Seek UnderstandingSeek Understanding


Strategies for Organizing Strategies for Organizing Persuasive MessagesPersuasive Messages

Strategies for Organizing Strategies for Organizing Persuasive MessagesPersuasive Messages

• Problem-Solution

• Refutation

• Cause and Effect

• Motivated Sequence

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Copyright © Allyn & Bacon 2003 1 Public Speaking: An Audience- Centered Approach 5/e Steven A. Beebe & Susan J. Beebe Steven A. Beebe & Susan J. Beebe