Persuasive Speaking Structures and Appeals

Problem-Solution Pattern

Introduction

Definition of the Problem

Proposed Solution

Conclusion

Problem-Solution Pattern

Introduction Audience attention Topic justification Speaker credibility Preview main points

Problem-Solution Pattern

Definition of the Problem State it Define and illustrate it Reinforce it with evidence Demonstrate relevance to audience

Problem-Solution Pattern

Proposed Solution Offer good details (who, what , when,

where, why, how) demonstrating workability

Offer support for solvency Consider objections and refutation

Problem-Solution Pattern

Conclusion Review main points Present a strong, clear call to action

Give me the money!!!

Monroe’s Motivated Sequence

Attention Step

Need Step

Satisfaction Step

Visualization Step

Action Step

Monroe’s Motivated Sequence

Attention Step Audience attention Topic justification Speaker credibility Preview main points

Monroe’s Motivated Sequence

Need Step State it Define and illustrate it Reinforce it with evidence Demonstrate relevance to audience

Monroe’s Motivated Sequence

Satisfaction Step Offer good details (who, what , when,

where, why, how) demonstrating workability

Offer support for solvency Consider objections and refutation

Monroe’s Motivated Sequence

Visualization Step Paint a visual picture of the future you

are proposing May also include the future if the

proposal is NOT accepted

Conclusion• Review main points• Present a strong, clear call to action

Give me the money!!!

Monroe’s Motivated Sequence

N-A-R Pattern

Introduction

Narrative

Arguments

Refutation

Conclusion

N-A-R Pattern

Introduction Gain audience attention Speaker credibility Typically no preview of main points or

topic justification

N-A-R Pattern

Narrative A fully developed story designed to

suggest a particular perspective on “reality”

Should be real as opposed to hypothetical for overall impact and to allow for good realism and extensive detail

N-A-R Pattern

Arguments Offer 2 to 4 arguments Include of logos, ethos, and pathos for

support Clearly articulate each as a single main

point

N-A-R Pattern

Refutation Identify and attack or deny plausible

arguments against your proposal No more than 2 or 3 refutative

arguments

Conclusion Review main points Present a strong, clear call to action

Give me the money!!!

N-A-R Pattern

Balance Structure

Introduction

Body

Conclusion

Balance Structure

Introduction Audience attention Topic justification Speaker credibility Typically no preview main points (enhances

sense of anticipation and surprise)

Balance Structure

Body A series of alternatives (3 or 4), saving the

proposed alternative for the last point Each alternative serves as one main point

in the speech body

Balance Structure

Body For undesirable alternatives:

present positives and then negativesdemonstrate that the negatives

outweigh the positives

Balance Structure

Body For the proposed solution:

present positives and then negativesargue that positives outweigh

negativesoffer a few more "extra" positives to

clinch the proposal

Conclusion Review main points Present a strong, clear call to action

Give me the money!!!

Balance Structure

Types of Persuasive Appeals

Logos: REASON: Use of logical appeals (Support your general claims with concrete, specific data. Reason which begins with specifics and moves toward a generalization is inductive. Reason which starts with a general observation and moves to specifics is deductive.)

Ethos: Use of speaker credibility appeals (Convince your readers that you are fair, honest, and well informed, so they will then trust your values and intentions.)

Pathos: Use of emotional appeals (A carefully reasoned argument will be strengthened by an emotional appeal catered to the audience.)

Logos

Deduction

Reasoning that moves from general principles to specific application of those principles

Types of Deduction

Causal Argument: Reasoning that connects two elements or events and claims that one (effect) is produced by the other (cause).

Argument from Sign: Reasoning that, because two things often are related, when we see one, the other is expected to occur also.

Syllogism: A blueprint for deductive reasoning.

Elements of a Syllogism

Major premise: An accepted truth statement regarding a general category

Minor premise: Identifies a specific instance within that general category

Conclusion: Logically drawn from the major and minor premises

Not All Syllogisms Are the Same

All students who take COMM 201 will have an advantage in the business and professional world.

If students commit themselves to learning as much as they can in COMM 201, they will come away with applicable business and professional skills.

Either students learn good presentational skills in college, or they will need to learn in the business and professional world through painful trial and error.

Categorical Syllogism

Hypothetical Syllogism

Disjunctive Syllogism

Not All Syllogisms Are the Same

All students who take COMM 201 will have an advantage in the business and professional world.

If students commit themselves to learning as much as they can in COMM 201, they will come away with applicable business and professional skills.

Either students learn good presentational skills in college, or they will need to learn in the business and professional world through painful trial and error.

Categorical Syllogism

Hypothetical Syllogism

Disjunctive Syllogism

Not All Syllogisms Are the Same

All students who take COMM 201 will have an advantage in the business and professional world.

If students commit themselves to learning as much as they can in COMM 201, they will come away with applicable business and professional skills.

Either students learn good presentational skills in college, or they will need to learn in the business and professional world through painful trial and error.

Categorical Syllogism

Hypothetical Syllogism

Disjunctive Syllogism

Not All Syllogisms Are the Same

All students who take COMM 201 will have an advantage in the business and professional world.

If students commit themselves to learning as much as they can in COMM 201, they will come away with applicable business and professional skills.

Either students learn good presentational skills in college, or they will need to learn in the business and professional world through painful trial and error.

Categorical Syllogism

Hypothetical Syllogism

Disjunctive Syllogism

Enthymeme:The “Practical” Syllogism

A syllogism in which one or more of the elements is unstated but implied.

The audience must fill in and complete the enthymeme.

This "participation" is part of the enthymeme's persuasive power.

Logos

Induction

Reasoning that moves from particular observations to the formulation of general principles or conclusions

Types of Induction

Analogies

Comparisons that link two objects or concepts and assert that what is true of one will be true of another

Types of Induction

Examples

Particular cases, real or hypothetical, brief or extended, that illustrate a specific event

Types of Induction

Statistics

Numerical summaries of large quantities regarding specific incidents used for making generalizations and predictive inferences

Types of Induction

Testimony

Paraphrase or quotation from a credible source on a topic

Expert Prestige Lay

Ethos: Credibility Appeals

Based on audience perception of... Competence Trustworthiness Dynamism

Use ethos in support of, never in place of, logical appeals.

Pathos: Emotional Appeals

Some strategies... Identify and tap into audience's values Use vivid, emotive language Use detailed, real stories Allow your emotion to be revealed in the

delivery (emotional contagion)

Use pathos in support of, never in place of, logical appeals.

Refutation: Arguing from Anticipation

Why do this? Isn't it just hurting your own case?

Some options for refutation… Denial Minimization Exposing inconsistent statements of

opposition Turning the tables