CHAPTER 15:
PERSUASIVE PRESENTATIONS
PERSUASIVE PRESENTATION
Message designed
strategically to induce
change in audience
Immediate purpose
Long-range goal
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PERSUASIVE PURPOSES
Adoption: listeners
should start a new
behavior (e.g. vote in
local elections)
Discontinuation:
listeners should stop
a current behavior
(e.g. stop skipping
classes)
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PERSUASIVE PURPOSES
Face-to-face is most effective mode of
communication
In-person is more powerful
You will have a captive audience, not a
voluntary audience
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USING ARGUMENT TO PERSUADE
AN ARGUMENT ASSERTS SOME COURSE OF ACTION
1.
2.
3.
Proposition of fact: an assertion
that can be proved or disproved as
consistent with reality (e.g. average
student loan debts are higher in the
U.S. than any other country)
Proposition of value: A statement
that we should embrace as
important to our culture (e.g. We
should support efforts to clean up our
parks)
Proposition of policy: Proposing a
new rule (e.g. Student loans should
be forgiven after 20 years of on-time
payments)
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ARGUMENTATION
Topics are controversial in nature—that is, there is more than one side
to the argument.
Should the drinking
age be lowered to 18?
YES
NO
WHAT ARE SOME
CONTROVERSIAL TOPICS THAT GET YOU
MAD OR “FIRED UP?”
THE PARTS OF AN ARGUMENT
1.
Issue: A concern or problem about which people disagree
(e.g. The welfare system)
2.
Claim: The presenter’s opinion about the issue
(e.g. The welfare system is unjust and needs reform)
3.
Proof: The details that demonstrate the claim is correct and should be
accepted. (e.g. people cheat the system, deserving people can’t get benefits,
and it costs taxpayers too much money.)
There are three types of proof:

Logical appeals (reasons with evidence)

Emotional appeals

Ethical appeals
See Ch. 15
(pp. 336-338)
ARISTOTLE’S MODES OF PERSUASION
Logos
Appeal to the readers’ sense of logic;
provide evidence to support a claim
Pathos
Ethos
Appeal to the readers’ emotions and
motivations with vivid emotional
language and sensory details
Ethical appeal to the authority or
credibility of the writer (we tend to
believe people we respect)
LOGOS: LOGICAL APPEALS
TYPES OF LOGICAL EVIDENCE FOR ARGUMENTS:
Facts: objective truths; facts should appeal to listeners’ sense of logic
Statistics: numerical data (figures, percentages, averages) from credible sources
Quotations and citations: statements from an authority/ recognized expert on the
subject
Examples: descriptions of situations used to illustrate or explain a point; typical
anecdotes to demonstrate truth
Personal experiences: personal stories/accounts
Analogies: comparisons to similar cases
PATHOS: EMOTIONAL APPEALS
Emotional appeals focus on
listeners’ values, needs, and
feelings
 Values: hard-work ethic, patriotism,
kindness . . .
 Needs: desire to feel attractive and
liked . . .
 Feelings: sympathy, compassion, etc. . .
Support this organization to
stop animal cruelty
Tell a story
Elicit fear
Use this toothpaste for a
beautiful smile that shines
ETHOS: ETHICAL APPEALS
Ethical appeals focus on your trustworthiness as a speaker on this topic.
Tips for creating an ethical appeal:
Present yourself as an authority on your topic (What makes you an expert on the
topic?)
Present a well-reasoned argument that avoids errors in logic
Avoid over-using emotional appeals
Raise and counter objections (i.e. acknowledge the other side)
Create goodwill
DISCUSS WITH A PARTNER
Issue (topic)
Claim (your point)
Proof (evidence)
Minimum wage
•
•
•
Logical appeals
Emotional appeals
Ethical appeals
The death penalty
•
•
•
Logical appeals
Emotional appeals
Ethical appeals
Euthanasia
•
•
•
Logical appeals
Emotional appeals
Ethical appeals
???
•
•
•
Logical appeals
Emotional appeals
Ethical appeals
10 TESTS OF EVIDENCE
See pages 334-336
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ORGANIZING YOUR SPEECH
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INTRODUCING PERSUASIVE PRESENTATION
Reveal persuasive
purpose to listeners
Analyzing listeners
Watch out for “Boomerang
effect”: audience likes
you/your message LESS after
your presentation
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FIGURE 15.1
Monroe’s Motivated Sequence.
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MONROE’S MOTIVATED SEQUENCE
1.
2.
3.
4.
5.
Attention
Need
Satisfaction
Visualization
Action
*Use this sequence to help
you outline your speech.
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FIGURE 15.2
Tips for organizing your
arguments.
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OUTLINING YOUR SPEECH
Read sample outline “Change
Your Dial to NPR” on pp. 343-344
Use outline template from our
course website
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SAMPLE PERSUASIVE SPEECHES
Use your persuasive speech rubric
to grade the following
presentations:
1.
http://youtu.be/KYtm8uEo5vU
2.
https://www.youtube.com/watch?v=kplM0CsniQM
3.
http://youtu.be/Tk_7Hd3rDTk
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ETHICAL CONSIDERATIONS
Cite sources accurately
Respect source credibility
Respect audience
Respect opponent
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RESISTING PERSUASION
Avoid persuasive messages
Be skeptical about messages
Check claims
Check source credibility
Think over persuasive appeal
Question ethical basis of proposals
Use knowledge and experience to analyze
persuasive claims
Check claims against your values
See if actions match message
Learn about other viewpoints
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