Persuasive Speaking

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Chapter 14

• Persuasive Speaking

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After studying the material in this chapter

• You should understand
• the characteristics of persuasion and the ethical
  questions involved.
• the differences among questions of fact, value,
  and policy.
• the difference between the goals of convincing
  and actuating.
• the difference between direct and indirect
  approaches.

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After studying the material in this chapter. . .

• the importance of setting a clear persuasive
  purpose.
• the basic idea of persuasive structure.
• the importance of analyzing and adapting to your
  audience.
• the components of personal credibility.

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After studying the material in this chapter. . .

• You should be able to
• formulate an effective persuasive strategy to
  convince, or actuate, an audience.
• formulate a persuasive strategy based on ethical
  guidelines.
• bolster your credibility as a speaker by
  enhancing your competence, character, and
  charisma.

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After studying the material in this chapter. . .

• build persuasive arguments through audience
  analysis, solid evidence, and careful reasoning.
• organize a persuasive speech for greatest
  audience effect.

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Chapter highlights

• Persuasion is the process of motivating someone,
  through communication, to change a belief,
  attitude, or behaviour.
• Persuasion has several important characteristics
• Persuasion is not coercive.
• Persuasion is usually incremental.
• Persuasion is interactive.
• Persuasion can be ethical.

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Chapter highlights

• Persuasion can be categorized according to the
  following types
• by type of proposition,
• by desired outcome
• by directness of approach.

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Chapter highlights

• Preparing an effective persuasive speech can be
  made easier by following a few simple rules
• Set a clear persuasive purpose.
• Structure the message carefully.
• Use solid evidence.
• Avoid fallacies.

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Chapter highlights

• Adapting to your audience is an important part of
  persuasive strategy. To do so, you should
• establish common ground,
• organize your message according to the expected
  response, and
• neutralize potential hostility.

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Chapter highlights

• Speaker credibility is an essential component of
  persuasiveness.
• Characteristics of credibility include
• competence,
• character, and
• charisma

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Characteristics of persuasion

• Persuasion is not coercive
• Persuasion is usually incremental
• Persuasion is interactive
• Persuasion can be ethical

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Figure 14.1

• Latitudes of acceptance, rejection, and
  noncommitment

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Table 14.1
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Categorizing types of persuasion

• By types of proposition
• Propositions of fact
• Propositions of value
• Propositions of policy
• By desired outcome
• Convincing
• Actuating

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Categorizing types of persuasion

• By directness of approach
• Direct persuasion
• Indirect persuasion

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Creating the persuasive message

• Set a clear, persuasive purpose
• Structure the message carefully
• Describe the problem
• What is the nature of the problem?
• How does the problem affect your audience?
• Describe the solution
• Will the solution work?

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Creating the persuasive message

• What advantages will result from your solution?
• Describe the desired audience response
• What can the audience do to put your solution
  into action?
• What are the direct rewards of this response?
• Adapt the basic persuasive structure

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Creating the persuasive message

• Use solid evidence
• Avoid fallacies
• Attack on the person instead of the argument (ad
  hominem)
• Reduction to the absurd (reductio ad absurdum)
• Either or
• False cause (post hoc ergo propter hoc)

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Creating the persuasive message

• Appeal to authority (argumentum ad verecundiam)
• Bandwagon appeal (argumentum ad populum)

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Adapting to the audience

• Establish common ground
• Organize according to the expected response
• Neutralize potential hostility

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Building credibility as a speaker

• Competence
• Character
• Charisma

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Figure 14.2

• Sample structure for a persuasive speech