Chapter 14
Persuasion
Persuasive Speaking
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Persuasive speaking is a process in which
a speaker presents a message intended to
affect an audience in specific ways.
The speaker communicates their position
and tries to motivate someone to change
their beliefs, attitudes and behaviors.
Two types of P.S.
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Direct: The purpose of the persuasion is
not disguised in any way.
Indirect: The speaker disguises or deemphasizes the speaker’s purpose in some
way. True purpose is not known until the
end of the speech.
Aristotle’s Rhetorical Proofs
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Logos: {lō-, gäs} -,gōs
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Logical support in a speech
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This is your logic, reasoning, and evidence
Evidence
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anything that establishes a fact or gives us
reasons to believe something
Specific examples, illustrations
Comparisons/contrasts
Statistics
Statements from authority “Quotes”
Definitions
Reasoning
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The mental process by which humans
reach conclusions concerning what to
believe or what course of action to take.
Popular forms of reasoning are:
induction and deduction.
Induction
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The process of reasoning from specific
instances to make a general conclusion
about something.
Patterns such as: Criteria-Satisfaction,
Negative Method, and Monroe’s Motivated
Sequence.
Also sign and analogy are inductive.
Inductive-Examples
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Criteria-Satisfaction Method:
I. Most of us are likely to agree on the
criteria for class president.
II. Jon Medlock meets all three of these
criteria.
III. Therefore, you should vote for Jon
Medlock for senior class president.
Inductive-Examples
Negative Method
I. Joe Camel has no real leadership experience.
II. Crazy Carrie has no real leadership experience.
III. Farmer Bob has little experience but not has
shown an inclination to be willing to pitch in
with the work.
IV. Jon Medlock has leadership experience, has
proven himself to be a hard worker, and has
fresh ideas.
V. Therefore, you should vote for Jon Medlock for
senior class president.
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Deduction
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Reasoning from general to specific: what is true of an
entire class of things applies to a specific member of that
class.
Syllogism:
All teachers have a college degree
Mrs. Bartel is a teacher.
Therefore, Mrs. Bartel has college degree.
Patterns such as: statement of reasons approach,
problem-solution method, and comparative advantage
method.
Examples-Deductive
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Statement of Reasons Approach
Thesis: Vote for Jon Medlock for senior
class president.
I. Jon has proven leadership skills.
II. Jon is a hard worker who will work for
you!
III. Jon has fresh ideal that will benefit
you!
Examples-Deductive
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Problem-Solution
Thesis: Vote for Jon Medlock for senior class
president.
I. Our senior class members face several
problems.
A. Students do not feel they have any
input.
B. Teachers do not respect student
opinion.
Examples-Deductive
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Problem-Solution:
II. Jon Medlock can solve these problems.
A. Jon can generate student interest.
B. Jon is respected by faculty.
Examples-Deductive
Comparative Advantage Method:
Thesis: Vote for Jon Medlock for senior class
president.
I.
Jon has more experience than any
other candidate.
II.
Jon has shown the ability to work
harder than any other candidate.
III.
Jon’s fresh ideas will benefit you more
than any other candidate’s ideas will.
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Fallacies
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Hasty Generalization
False Premise
False sign (circumstantial evidence)
False cause
False analogy
Begging the question (circular reasoning)
Aristotle’s Rhetorical Proofs
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Ethos: {ē- thäs} Speaker Credibility
This includes: honesty, sincerity,
competency, credentials, composure,
image, dynamism, and goodwill
In your speech this means?
Prior Ethos vs. Demonstrative Ethos
Aristotle’s Rhetorical Proofs
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Pathos: {pā-thäs, -thȯs, -thōs}
Emotional Appeal
Arousal of: fear, anger, pity, joy, sadness,
etc.
Audience Analysis
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Favorable/Supportive Audience Tips
-Use Emotional appeals to intensify your
listeners’ support.
-Get your audience to make a public
commitment.
-Provide several specific alternatives for action.
-Prepare your audience to carry your message
to others.
Audience Analysis
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Uncommitted or Neutral Audience Tips:
-Stress attention factors! Why?
-Stress material that clarifies and
illuminates your information
-establish strong credibility
-use strong logical and emotional
appeals
Audience Analysis
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Indifferent/Apathetic audience:
-captive audiences: like this class!
-Stress attention factors! Why?
-Stress relevancy factors! Why?
-Dynamism!
Audience Analysis
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Hostile/Opposed Audience Tips:
-Set realistic goals: one speech most
likely will not change everyone’s
attitudes/beliefs
-Stress Common Ground!
-Extensive logos and establish strong
ethos
-DO NOT USE EMOTIONAL APPEALS!
Goals of Persuasive Speaking
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Change attitudes-state of mind or emotion
toward a person or situation (opinionverbal expression of attitude)
Change beliefs-an unwavering conviction
in the truth of a statement or in the
existence of something, especially when
supported by evidence
Change in behavior-call to action
Propositions of Persuasion
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Proposition of fact: speaker and listener
differ over the alleged validity of a fact
Proposition of value: Speaker and listener
differ the validity of a value judgement
such as: good or bad, right or wrong,
better or worse, justified or unjustified
Proposition of policy: