Essentials of Human
Communication, 6/e
Chapter Thirteen:
The Persuasive
Speech
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Chapter Thirteen Goals
 Use
techniques and strategies of
persuasion in a wide variety of
situations.
 Prepare persuasive speeches on
questions of fact, value, and policy.
 Prevent yourself from being unfairly or
unethically influenced.
Copyright (c) Allyn & Bacon 2008
Guidelines for Persuasive Speaking
Anticipate selective exposure
Ask for change
Identify with your audience
Copyright (c) Allyn & Bacon 2008
1—Selective Exposure
•
Listeners seek
information that
supports their opinions,
beliefs, values,
decisions, and
behaviors and avoid
information that
contradicts them
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2—Amount of Change
•
•
Techniques of Change
Foot-in-the-Door—begins
with small steps to get to
major change
Door-in-the-Face—begins
with large request and
then moves to modest
one that could be
accepted
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3—Identification
Creating a common sense of
experience and identity with the
audience through storytelling,
sharing
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Supporting Materials
Logical Appeals
Reasoning from Specific Instances and
Generalizations
Reasoning from Causes to Effects
Reasoning from a Sign
Emotional Appeals
Physiological Needs
Safety Needs
Belonging and Love Needs
Self-Esteem Needs
Self-Actualization Needs
Copyright (c) Allyn & Bacon 2008
Supporting Materials
Emotional Appeals
Maslow’s Hierarchy of Needs
Self-actualization
Self-esteem and approval
Belonging and love
Safety
Physiological
Human beings operate from
the bottom up on this scale.
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Maslow’s Hierarchy of Needs
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Supporting Materials
Credibility Appeals
•
Competence
•
Character
•
Charisma
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Supporting Materials in Cultural Perspective
Individualist and collectivist cultures
High- and low-power-distance cultures
High- and low-uncertainty-avoidance cultures
Masculine and feminine cultures
High- and low-context cultures
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Types of Persuasive Speeches
Questions of Fact
•
•
•
What is or is not true
What does or does not exist
What did or did not happen
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Types of Persuasive Speeches
Questions of Value
Good or bad
 Moral or immoral
 Just or unjust

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Types of Persuasive Speeches
Questions of Policy




What should be done
What procedures should be adopted
What laws should be changed
What policy should be followed
Copyright (c) Allyn & Bacon 2008