Adapted from: http://www.public.iastate.edu/~aslagell/spcm212/lect_persuasion.html
Two Points on a Continuum
Informative ---------------------- Persuasive
and Various Points on a Persuasive
Continuum
Highly
Opposed
Opposed
Neutral
In favor
Highly
in favor
How we process persuasive
messages: Elaboration Likelihood
Model (ELM)
 People process information in one of two ways:
 the central route—listening carefully, thinking about
what is said
 The peripheral route—relying on simple cues such as
speaker credibility or a gut feeling
 The route we use depends on how important we
perceive the issue is for us; how involved with the
issue we are
Using the ELM—What it means for
a speaker
 Develop your topic to increase the likelihood that your
audience members feel personally involved with the
topic.
 Develop sound reasons so audience members who use
the central, critical thinking approach will find your
arguments convincing.
 For members who are less involved, you will want to
appeal to their emotions and include information that
enables them to see you as credible.
Points of Contrast between
Informative and Persuasive Speeches
 Persuasive speaking urges us to choose from among




options: informative speaking reveals and clarifies
options.
Persuasive speaking asks the audience for more
commitment than does informative speaking.
The ethical obligations for persuasive speakers are even
greater than for informative speakers.
The persuasive speaker is a leader; the informative
speaker is a teacher.
Persuasive speaking more often involves emotional
appeals that are out of place in speeches to inform.
Types of Persuasive Goals
 Proposition of fact: a statement designed to convince
your audience that something did or did not exist or
occur in the past, is or is not true in the present, or wil
or will not occur in the future.
 Proposition of value: a statement designed to
convince your audience that something is good, bad,
desirable, undesirable, fair, unfair, etc.
 Proposition of policy: a statement designed to
convince your audience that a specific course of action
should be taken.
Proposition of Policy
 Will implore listeners using phrases such as “do
it/don’t do it,” “should/shouldn’t,” and “must/must
not.”
Two Types of Persuasive Speeches
of Policy
 The first aims for passive agreement.
 The second aims for personal action.
Specific Purpose Statements to
Gain Immediate Action
 To persuade my audience to participate in intramural




athletics.
To persuade my audience to volunteer as literacy
tutors.
To persuade my audience to vote in the next
presidential election.
To persuade my audience to give blood through the
Red Cross.
To persuade my audience to sign a petition for longer
library hours.