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Public Speaking

A Pocket Guide to Public Speaking
6th Edition

Chapter 23

Principles of Persuasion Speaking

Focus on Motivation

Use information from audience analysis

Demonstrate the benefit to the audience

Establish your credibility

Set modest goals

Demonstrate how attitudes can prevent satisfaction

Greater success comes when the audience holds a similar position

2

Classical Persuasive Appeals: Ethos, Pathos, and Logos

Argument: position with support for/against something

Logos (appealing to reason and logic)

Critical when asking listeners to

Reach conclusions regarding complicated issues

Take a specific action

Pathos (emotions)

Methods of appealing to pathos:

Using vivid imagery

Telling compelling stories

Using repetition and parallelism

3

Establishing Credibility

Ethos is your moral character (credibility)

Emphasize your grasp of the topic

Demonstrate trustworthiness

4

Contemporary Persuasive Appeals: Needs and Motivations

Appeal to what motivates audience members

Encourage receptivity to change.

Recognize that motives arise from needs.

5

Target Listeners’ Needs

6

Encourage Mental Engagement

Elaboration likelihood model of persuasion

Central processing

Peripheral processing

NOTES: Encourage Mental Engagement

Elaboration likelihood model of persuasion

Central processing in which listeners

Are motivated and thinking critically

Seriously consider what your message means to them;

Are most likely to act on your message.

Peripheral processing in which listeners pay little attention; they consider your message

Irrelevant

Too complex to follow

Just plain unimportant

They might support you for superficial reasons

Important:

Link arguments to listeners’ practical concerns.

Use the appropriate level of understanding.

Demonstrate common bonds.

Stress your credibility.

7

A Pocket Guide to Public Speaking
6th Edition

Chapter 24

Constructing the Persuasive Speech

Construct Sound Arguments

Three elements to an argument:

Claim or proposition (states your conclusion)

Based on evidence

Evidence (substantiates the claim)

Warrant (provides reasons evidence is valid)

9

Identify the Nature of Your Claims

Claim of fact

Whether something is true or will happen

Claim of value

Addresses issues of judgment

Claim of policy

Recommends a specific course of action

10

Use Convincing Evidence

External evidence

Examples, narratives, testimony, facts, statistics

Audience’s preexisting knowledge/opinions

Reaffirm listeners’ own attitudes, beliefs, values

Speaker expertise

Offer in conjunction with other evidence

11

Select Warrants

Motivational warrants

Authoritative warrants

Substantive warrants

12

Use Effective Reasoning: Deductive Reasoning

Arguments using deductive reasoning

Begin with a general principle/case;

Offer a specific example;

Lead to the speaker’s conclusion.

13

Use Effective Reasoning:
Inductive Reasoning

Inductive reasoning

Moves from specific case to general conclusion

Speaker’s conclusion appears to be true

Not necessarily true

Arguments can be strong or weak

14

Use Effective Reasoning: Analogy

Reasoning by analogy

Common form of inductive reasoning

Speaker compares two similar cases

Implies that what is true in one is true

in the other

15

Use of Effective Reasoning:
Causal Reasoning

Attempts to demonstrate a relationship between two events or factors, in which one of the events or factors causes the other.

16

Remember the Call to Action

Include a call to action in the conclusion

Tell the audience exactly what you want them to do

Remind them of the benefits of taking action

17

Address the Other Side of the Argument

One-sided message

Does not mention opposing claims

Two-sided message

Mentions opposing points of view

Sometimes refutes them

Generally more persuasive

18

Avoid Fallacies in Reasoning

Logical fallacy

False/erroneous statements

Deceptive reasoning

Must be aware of them to

Avoid making them yourself;

Identify them in others’ speeches.

19

Types of Logical Fallacies:
Begging the Question

Begging the question

Argument that cannot be untrue

Lacks evidence to support it

20

Types of Logical Fallacies: Bandwagoning

Bandwagoning

Basing an argument on general opinion

21

Types of Logical Fallacies:
Either or Fallacy

Either-or fallacy

Presents only two possible alternatives

May be many additional alternatives

22

Types of Logical Fallacies:
Ad Hominem Argument

Ad hominem argument

Targets a person/group instead of the issue

Incites audience’s dislike of that person/group

23

Types of Logical Fallacies:
Red Herring

Red herring

Relies on irrelevant premises

24

Types of Logical Fallacies:
Hasty Generalization

Hasty generalization

Bases general conclusion on isolated instance

25

Types of Logical Fallacies:
Non Sequitur

Non sequitur (“does not follow”)

Reasoning and conclusion are unconnected

26

Types of Logical Fallacies:
Slippery Slope

Slippery Slope

Faulty assumption that one case will lead to a series of events or actions

27

Types of Logical Fallacies:
Appeal to Tradition

Appeal to Tradition

Suggests agreement because it is the way something has always been done

28

Strengthen Your Case with Organization: Monroe’s Motivated Sequence

Attention

Need

Satisfaction

Visualization

Action

29

Strengthen Your Case with Organization: Comparative Advantage Pattern

Comparative advantage pattern

Used to show your proposal’s superiority

Best when audience agrees solution is needed

Make sure to identify familiar alternatives

30

Strengthen Your Case with Organization: Refutation Pattern

Refutation Pattern

I. State the opposing position

II. Describe why opposing claim is faulty

III. Offer arguments/evidence for your position

IV. Contrast your position with opposing claim

31

Strengthen Your Case
with Organization: Problem/Solution

Problem-solution pattern

Problem-cause-solution pattern

Problem-cause-solution-feasibility pattern

32

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