Speaking to Persuade

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Chapter 15

• Speaking to Persuade

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 Introduction

• What have you done this morning?
• Did you persuade? How?
• Persuasive Speech A speech designed to change or
  reinforce the audiences beliefs or actions
• Persuasion, as a form of communication, has been
  studied for the past 2,000 years
• Famous examples?
• Cuban missile crisis Adlai Stevenson
• Colin Powell?
• Civil Rights Martin Luther King
• I have taken three classes in itI teach one
  there are still things I am learning about it

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Introduction (contd)

• When you speak to persuade, you act as an
  advocate. Potential Goals?
• Defend an idea
• Refute an opponent politics
• Sell a program/product orange clean
• Inspire to action (although this will be next
  time)
• You will learn a systematic process in this class
• The major type of persuasive speeches we will
  deal with include
• Fact
• Value
• Policy

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But first The Psychology of Persuasion

• Persuasion always occurs in a situation where two
  or more points of view exist
• These perspectives may be polar or just differ by
  degrees
• The difference of opinion produces the need for
  persuasion
• Group projects? My next EGRATS study.

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The challenge of Persuasive Speaking

• Persuasion is the most complex and challenging
  form of public speaking.
• This is why you didnt start with the persuasive
  speech
• Topics can often be controversial
• People resist messages that challenge their
  attitudes, values and beliefs
• Resistance can make your job more difficult
• Some audiences will never agree with you,
  regardless of your level of confidence,
  preparation and evidence
• Be realistic in your expectations
• Do not expect to convince people to forgo their
  previously held perspective
• Set your goal to make a few people reconsider
  their position
• Remember that magnitude, not only valence, can be
  persuasion

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The challenge of Persuasive Speaking (contd)

• Audience feedback and prior analysis are KEY
• You must know where your audience stands prior to
  your speech
• You must pay attention to feedback during your
  speech so you can adapt
• EYE CONTACT IS ABSOLUTELY NECESSARY
• You should have many examples in storage, in case
  the audience isnt buying an argument
• Above all, realize Persuasion is all about
  Strategy

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How Listeners process persuasive Messages

• Persuasion is something speakers do with an
  audience
• The audience wont be actively participating in
  the discussion
• The audience will be actively participating by
  influencing your need to clarify points

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How Listeners process persuasive Messages (contd)

• Mental dialogue with the audience
• The mental give-and-take between speaker and
  listener during a persuasive speech
• Audience assesses
• Credibility, delivery, supporting materials,
  language, reasoning, and emotional appeals
• Mental dialogue is most vigorous when the topic
  is very relevant to the audience members
• You must anticipate audience concerns
• Put yourself in their perspective
• Sometimes the best strategy is to let them
  counter-argue for a couple of seconds, then
  knowingly address that point                     
                                     

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The Target Audience

• The portion of the whole audience that the
  speaker most wants to persuade
• Concentrating on a target audience does not mean
  that you ignore or insult the rest
• Consider advertising
• Some examples of ad campaignswho do they relate
  to who is the target audience?
• Beer meta analysis and teens
• Advertising firms use the same strategies we
  presented in chapter 5
• Survey this is almost a requirement
• Questionnaires
• Interviews

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Persuasive Speeches on Questions of Fact

• What are questions of Fact?
• Questions about the truth or falsity of an
  assertion
• Some have definite answers (Bo-ring)
• Who are the two teams in the world series? How
  many seconds are there in an hour?
• Typically these answers can be found in reference
  material
• Some are more indefinite
• Predictions of future trends?
• The Year 2000
• Global catastrophe
• Y2K computer bug
• Terrorism
• Inconclusive evidence (for ideas, watch
  Conspiracy Theory)
• Who Shot JFK?
• Can spy satellites really follow my car?
• Is OJ innocent?
• Do UFOs exist?

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Persuasive Speeches on Questions of Fact (contd)

• Questions of Fact only become persuasive in
  nature when the audience entertains serious
  doubts with respect to the answer

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Analyzing Questions of Fact

• Persuasive speeches on questions of fact can
  resemble informative speeches
• However, informative speeches are non-partisan
  persuasive speeches you should be taking a stand
  (partisan)
• Your goal is to present the facts as persuasively
  as possible
• Draw a conclusion, that is supported by your
  facts
• Consider the need for courtroom trials you are
  the lawyer in your closing argument
• Organizing Speeches on Questions of Fact
• Persuasive speeches on Questions of Fact are
  typically organized topically

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Persuasive Speeches on Questions of Value

• What are questions of Value?
• Questions about the worth, rightness, morality,
  and so forth of an idea or action
• Second Grade Whose dad is the best dad ever?
• Is the cloning of human beings morally
  justifiable?
• What are the ethical responsibilities of
  journalists, teachers or public officials?
• Heroin Town
• Analyzing Questions of Value

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Persuasive Speeches on Questions of Value(contd)

• Questions of Value are not simply matters of
  personal opinion
• I enjoy bicycle riding (uh good for
  you)vs.
• Bicycle riding is the ideal form of land
  transportation
• Similarly, the justification for your claim
• Can NOT be because I like it (I dont care.)
• Should be evidence
• First define ideal form of land transportation
• Next relate the bicycle to each of the previous
  assertions
• The evidence you provide becomes your standard by
  which you measure the claim against              
                                               

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Persuasive Speeches on Questions of Value(contd)

• Organizing Speeches on Questions of Value
• Persuasive speeches on questions of value are
  almost always organized topically

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Persuasive Speeches on Questions of Policy

• What are questions of Policy? (The best)
• Questions about whether a specific course of
  action should or should not be taken
• Should we institute online voting as legal for
  all elections?
• Should commercial airline pilots be allowed to
  carry a gun?
• Should UConn allow students, who already are
  paying tuition and fees, to park for free?

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Persuasive Speeches on Questions of Policy
(contd)

• Types of Speeches on Questions of Policy
• Two potential goals Gain passive agreement or
  gain immediate action
• Gain Passive Agreement (Persuasive Speech)
• Often a consideration of passive vs. active voice
• A persuasive speech in which the speakers goal
  is to convince the audience that a given policy
  is desirable without encouraging the audience to
  take action in support of the policy
• Ex To persuade my audience that
  affirmative-action programs should not be
  eliminated

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Persuasive Speeches on Questions of Policy
(contd)

• Types of Speeches on Questions of Policy (contd)
• Gain Immediate Action (Motivational Speech)
• A persuasive speech in which the speakers goal
  is to convince the audience to take action in
  support of a given policy
• Active vs. Passive voice
• To persuade my audience to vote in favor of
  retaining affirmative action policies
• Action reinforces belief
• Research shows that people tend to forget
  messages after a few days
• Long term change is difficult, but made easier
  through action                                   
                         

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Persuasive Speeches on Questions of Policy
(contd)

• Analyzing Questions of Policy
• Three basic issues to face in persuasion Need,
  Plan, and Practicality
• Need
• The first basic issue in analyzing a question of
  policy
• Is there a serious problem or need that requires
  a change from current policy?
• If it aint broke
• Burden of Proof
• The obligation facing a persuasive speaker to
  prove that a change from current policy is
  necessary

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Persuasive Speeches on Questions of Policy
(contd)

• Analyzing Questions of Policy (contd)
• Plan
• The second basic issue in analyzing a question of
  policy
• If there is a problem with current policy, does
  the speaker have a plan to solve the problem?
• Note In class, you wont have time to give a
  detailed discussion, just briefly cover its main
  features
• Practicality
• The third basic issue in analyzing a question of
  policy
• Will the speakers plan solve the problem?
• Will it create new and more serious problems?
• You must be able to demonstrate that your
  solution will yield a better result than the
  current one

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Organizing Speeches on Questions of Policy

• Problem Solution Order
• Recall The first main point deals with the
  existence of a problem
• Recall The second point presents a solution
• Problem Cause Solution Variant
• First Problem
• Second Causes of the Problem
• Third Proposed solution
• Comparative Advantages Order
• Each main point explains why a speakers solution
  to a problem is preferable to other proposed
  solutions

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