Chapter 17: Persuasive Speeches

1
Chapter 17 Persuasive Speeches
2
Content

• Defining Persuasive Speech
• Cornerstones of Persuasion
• Forms of Reasoning
• Toulmin Model
• Types of Credibility
• Organizing Persuasive Speech
• One-sided vs. Two-sided Presentations
• Guidelines for Effective Persuasive Speaking

3
Persuasive Speech

• Aims to change others by prompting them to think,
  feel, believe or act differently.

4
Characteristics of Persuasive Speech

• Involves multiple communicators
• Persuasion is not coercion or force
• Persuasive impact usually is gradual and
  incremental

5
Cornerstones of Persuasion

• Forms of proof or reasons people are persuaded
• Ethos - perceived personal character of speaker
  credibility
• Pathos - emotional reasons for attitudes, beliefs
  or action
• Logos - rational or logical proof

6
Toulmin Model

• Toulmin explained that logical reasoning consists
  of 3 components
• Claims - assertions
• Grounds - evidence/data that support the claim
• Warrant - explains the relevance of the grounds
  to the claim justification of grounds

7
Toulmin Model

• Qualifier - word/phrase that limits the scope of
  the claim
• Rebuttal - anticipates and addresses reservations
  that listeners are likely to have about claims

8
Credibility

• Speaker earns this by convincing listeners that
  he/she has personal integrity, is positively
  disposed toward them, and can be trusted
• Initial Credibility - before a presentation
  begins
• Derived Credibility - during the speech
• Terminal Credibility - end of presentation

9
Organizing Speeches for Persuasive Impact

• Motivated Sequence Pattern
• Listeners attention is drawn to the subject
• Establishes need by showing that a real and
  serious problem exists
• Speaker recommends a solution
• Visualization - imagine the results
• Speakers to the action step - appeal for concrete
  action

10
One-sided and Two-sided Presentations

• Listeners expectations
• Listeners attitudes
• Listeners knowledge

11
Guidelines for Effective Persuasive Speeches

• Create common ground with listeners
• Adapt to listeners
• Avoid fallacious reasoning

12
Guidelines for Effective Persuasive Speeches

• Ad Hominem Arguments - arguments that go to the
  person instead of the idea
• Post Hoc, Ergopropter Hoc - after this, then
  this
• Bandwagon Appeal - argues that because people
  believe/act in a particular way, you should too

13
Guidelines for Effective Persuasive Speeches

• d) Slippery Slope - claims that once we take the
  1st step, more and more steps inevitably will
  follow until some unacceptable consequences
  results
• e) Hasty Generalization - broad claim based on
  too limited evidence
• f) Red Herring Argument - speakers who try to
  deflect listeners from relevant issues

14
Guidelines for Effective Persuasive Speeches

• g) Either-Or Logic - implying that there are only
  two options
• h) Reliance on the Halo Effect - occurs when we
  generalize a persons authority or expertise in a
  particular area to other areas that are
  irrelevant to the persons experience and
  knowledge