Title: Day Nine: Speaking Persuasively
1Day Nine Speaking Persuasively
- by Yana Cornish
- Hamilton Business College
2Agenda
- Short speeches
- Review Homework Quiz
- Chapters 16 17 Persuasive Speech
- Individual discussions about speeches
3Homework for Next Class
- Complete outline bibliography for persuasive
speech - Prepare Entertainment Survey
4Persuasive Speaking
5Goals of Persuasive Speaking
- Encourage audience members to change their
opinions - Ask for something from the audience- their
agreement or change of behavior- instead of
giving them information.
6Persuasive strategies
- Establish credibility
- Use logic
- Support your view with evidence
- Use emotion
- State problem and your solution clearly
- Resources p. 375 pp. 408-409 in the book
7Adapting to Audience Attitudes
- Three different types of audiences for persuasive
speeches - -audiences that agree with you
- -audiences that disagree with you
- -neutral audiences
- The speaker has to understand why the audience
disagrees in order to adapt their message. - Example An audience of homeowners may agree
that their property taxes are too high, whereas a
group of college students may support more taxes
for higher education.
8Strategies for Agreeing Audiences
- Aim to strengthen existing attitudes and
behaviors. - Present new information to remind audience
members why they agree with you. - Strengthen resistance to opposing arguments.
- Excite the audiences emotions by using and
examples and stories. - Provide a personal role model and course of
action by telling them what you have done, and
how they can do the same.
9Strategies for Disagreeing Audiences
- Set reasonable goals and dont expect radical
changes in opinions and behavior. - Find common ground with a belief, value, or
opinion that you and your audience share. - Example Even smokers and nonsmokers may agree
that smoking should be prohibited on school
grounds. - Accept and adapt to differences of opinion by
acknowledging the legitimacy of their opinions. - Use fair and respected evidence
- Build your personal credibility to help achieve
your purpose.
10Strategies for Neutral Audiences
- Persuade the uninformed by
- -gaining their attention and interest
- -providing information
- Persuade the unconcerned by
- -gaining their attention and interest
- -giving them a reason to care
- -presenting relevant information and evidence
- Persuade the adamantly undecided by
- -acknowledging both sides of the argument
- -providing new information
- -emphasizing the strength of arguments on one
side of the issue
11Characteristics of credibility
- Trustworthiness being believable and honest
- Dynamism being perceived as energetic
- Charisma characteristic of a talented,
charming, and attractive speaker
12How to establish credibility
- Appearance
- Eye contact with the audience
- Describe your credentials (briefly)
- Establish common ground with the public
- Support your argument with evidence
- Be well organized in your speaking
- Present well-delivered (prepared) speech
13Use logic and evidence
- Inductive reasoning use specific examples to
reach general, probable conclusions - Reasoning by analogy
- using comparison to predict how something will
turn out
14Use logic and evidence
- Deductive reasoning reasoning from a general
statement to reach specific conclusion. - Casual reasoning presentation of two or more
events that are somehow connected, focusing on
the fact that one event may have caused the other
one(s).
15Forms of Persuasive Proof
- Logical- Are your arguments reasonable? Does your
presentation make sense? - Emotional- Did you use the audiences joy, fear,
anger, etc. to strengthen your argument? - Personal- Can you establish and rely on your
credibility? Does the audience see your character
as charismatic and competent? - Narrative- Are there stories, sayings, and
symbols that address the values and beliefs of
the audience?
16How to support your reasoning
- Facts
- Inferences conclusions based on available
evidence, or partial information - Examples to support facts
- Opinions
- Statistics
17Direct or Indirect Persuasion
- Use direct persuasion if audience members are
highly interested and able to think critically.
Research and logic are more effective with this
approach. - Use indirect persuasion when the audience is less
involved. Rely on interest factors such as
stories, humor, and good examples.
18Tips for Persuasive Speeches
- Use persuasive evidence that is novel,
believable, and dramatic - -Novel - new and interesting evidence to
persuade those who disagree. - -Believable - explain why your evidence is true
and why your sources are worth believing. - -Dramatic - make your evidence memorable with
attention-getting comparisons and stories. - Create memorable slogans- many products and
famous speeches are associated with their
slogans, like when Martin Luther King, Jr.
proclaimed, I have a dream
19Tips for Persuasive Speeches
- Address audience needs and benefits- satisfy the
audiences needs of safety and belonging by using
pronouns such as we, our, and us. - Enlist celebrities- especially good for the
indirect route of persuasion, can help your own
credibility.
20Persuasive Organizational Patterns
Problem/Cause/Solution
- Describes a serious problem and why it continues
to exist, and offers a solution. - Works best when you are proposing a specific
course of action.
21Persuasive Organizational Patterns Better Plan
- Best when used for a difficult problem
- This pattern lets you present a plan that will
improve a situation and help solve a problem
while acknowledging that a total solution may not
be possible. - The plan should be good and workable, and better
than the current plans - Example increased deer hunting is a better plan
for decreasing the deer population
22Persuasive Organizational Patterns Overcoming
Objections
- Select appropriate forms of proof and persuasive
evidence to overcome objections. - Use when people disagree with your topic or when
faced with a difficult solution. - Tell the audience what they should do and give
them reasons why they should do it. - Example can be used when trying to persuade
listeners to donate blood.
23Persuasive Organizational Patterns Monroes
Motivated Sequence
- The Attention Step- capture the audience
- The Need Step- Show the audience there is a
problem related to the individual needs and
interests that should be solved. - The Satisfaction Step- Propose a plan of action
that will solve the problem and satisfy audience
needs. - The Visualization Step- Describe what life will
be like after the plan is implemented. - The Action Step- Ask audience members to act in a
way that benefits the plan.
24Persuasive Organizational Patterns Persuasive
Stories
- Rely on narrative and emotional proof to show how
people, events, and objects could be affected by
the change youre seeking. - Can be very effective for a neutral audience.
25Avoid
- Causal fallacy making false cause-and-effect
connections between two things - Bandwagon fallacy reasoning that is based on
common beliefs and majority opinions - Either-or fallacy oversimplifying an issue as
having only one of two outcomes/choices
26Avoid
- Hasty generalizations reaching conclusion
without adequate evidence to support it - Attacking the person rather than attacking idea
itself - Red herring use irrelevant facts of information
to distract someone from the issue that needs to
be discussed
27Avoid
- Appeal to misplaced authority use of
credibility of someone to endorse an idea or
product without the person having appropriate
credentials or expertise to provide such
endorsement - Non sequitur idea or conclusion does not
logically follow the previous idea or conclusion
(does not follow).
28How to use emotion to persuade
- Use concrete examples that help listeners
visualize - Use emotion-stimulating words
- Motherland
- Children
- Freedom
- Use nonverbal behavior to communicate your
response
29How to use emotion to persuade
- Use visual images
- Use appropriate fear appeals
- Appeal to emotions
- Hope
- Pride
- Courage
- Reverence
- Tap listeners beliefs in shared myths
30Homework for next week
- Complete outline bibliography for persuasive
speech - Prepare Entertainment Survey