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Persuasive
Speaking
Introduction to Persuasive Speaking
Types of Persuasive Speeches
Sample Persuasive Speech
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Persuasive Speaking > Introduction to Persuasive Speaking
Introduction to Persuasive Speaking
• Defining a Persuasive Speech
• The Goals of a Persuasive Speech: Convincing, Actuation, and
Stimulation
• Persuasive vs. Informative Speaking
• The Psychology of Persuasion
• The Ethics of Persuasion
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Persuasive Speaking > Introduction to Persuasive Speaking
Defining a Persuasive Speech
• Persuasive speeches can come in many forms, such as sales pitches, debates,
and legal proceedings.
• Persuasive speeches may utilize the three modes of persuasion: ethos, pathos
and logos.
• Ethos is the most important appeal in a persuasive speech.
• Factors such as body language, the willingness of the audience, and the
environment in which the speech is given, all affect the success of a persuasive
speech.
• Audience Analysis is important in a persuasive speech, as the audience will be
convinced for their own reasons, not for the speaker's reasons.
Carter and Ford in a Debate, September 23,
1976
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Persuasive Speaking > Introduction to Persuasive Speaking
The Goals of a Persuasive Speech: Convincing, Actuation, and
Stimulation
• Convincing speeches aim to get the audience to change their mind to accept the
view put forth in the speech.
• Actuation speeches seek to incite a certain action in the audience.
• Stimulation speeches are designed to get an audience to believe more
enthusiastically in a view.
Vote
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Persuasive Speaking > Introduction to Persuasive Speaking
Persuasive vs. Informative Speaking
• Informative speeches (or informational speeches) seek to provide facts, statistics,
or general evidence. They are primarily concerned with the transmission of
knowledge to the audience.
• Persuasive speeches are designed to convince the audience that a certain
viewpoint is correct. In doing so, the speaker may utilize information.
• Informative and persuasive speeches are exemplified by academic lectures and
sales pitches, respectively.
Walter Cronkite
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Persuasive Speaking > Introduction to Persuasive Speaking
The Psychology of Persuasion
• Each person is unique, so there is no single psychological key to persuasion.
• Cialdini proposed six psychological persuasive techniques: reciprocity,
commitment and consistency, social proof, authority, liking, and scarcity.
• The Relationship Based Persuasion technique has four steps: survey the
situation, confront the five barriers to a successful influence encounter, make the
pitch, and secure the commitments.
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Persuasive Speaking > Introduction to Persuasive Speaking
The Ethics of Persuasion
• Methods such as torture, coercion, and brainwashing are always unethical.
• Ethical persuasion has three components: the exploration of the other person's
viewpoint, the explanation of your viewpoint, and the creation of resolutions.
• Tests such as the TARES test and the Fitzpatrick & Gauthier test are used to
determine if a persuasion attempt is ethical.
Al Capone
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Persuasive Speaking > Types of Persuasive Speeches
Types of Persuasive Speeches
• Persuasive Speeches on Questions of Fact
• Persuasive Speeches on Questions of Value
• Persuasive Speeches on Questions of Policy
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Persuasive Speaking > Types of Persuasive Speeches
Persuasive Speeches on Questions of Fact
• Questions of fact contrast with questions of policy (which state that something
should be) and questions of value (which state that something is good, bad,
beautiful, or worthwhile).
• Three basic types of questions of fact are historical controversy, questions of
current existence, and predictions.
• The speaker presents competing evidence in topical order and uses inductive
reasoning to draw a conclusion from the evidence. The conclusion asserts that
the speaker's view is most likely true.
• The speaker has an ethical responsibility to provide reliable, valid evidence to the
audience, and to be aware of and avoid bias in the selection of the evidence.
Cold, Hard Facts
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Persuasive Speaking > Types of Persuasive Speeches
Persuasive Speeches on Questions of Value
• Persuasive speeches on questions of value imply certain actions, but they are not
a call to action.
• Persuasive speeches of value depend on a judgement that something is right or
wrong, moral or immoral, or better or worse than another thing.
• The speech should include an appeal, criteria for judgement, and facts that
support the appeal using the judgement criteria.
Coke vs. Pepsi
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Persuasive Speaking > Types of Persuasive Speeches
Persuasive Speeches on Questions of Policy
• There are four basic organizational patterns for question of policy: problemsolution, problem-solution with cause, comparative advantage of solutions, and
Monroe's motivated sequence.
• Problem-solution considers the need (or the problem to be solved), the plan (or
the solution to the problem), and the practicality (how well the solution will work).
• Problem-solution with causes considers the nature and extent of the problem and
the direct relationship between the problem and its causes, and uses the causes
as criteria to evaluate potential solutions.
• Comparative advantages of solutions summarizes the problem briefly, compare
different solutions to find the one that solves the most aspects of the problem, and
Official Policy
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ask the audience to accept and implement the most advantageous solution.
• Monroe's motivated sequence is Attention, Need, Satisfaction, Visualization, and
Action.
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Persuasive Speaking > Sample Persuasive Speech
Sample Persuasive Speech
• Sample Persuasive Speech
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Persuasive Speaking > Sample Persuasive Speech
Sample Persuasive Speech
• Most persuasive speeches are based on policies that require the
acknowledgement and support of governments, public bodies, and constituents.
• President Eisenhower takes a clear stance against increased military spending,
and attempts to change the audience's attitudes and beliefs by drawing
comparisons.
• Ending with a strong conclusion that restates the argument and main points, or
proposes a call-to-action as Eisenhower does in "Chance for Peace," is another
tool used in persuasive speaking.
• Ending with a strong conclusion that re-states the argument and main points,
which illustrate the drawbacks of corn ethanol production, is another persuasive
President Dwight D. Eisenhower
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tool used in the sample speech.
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Appendix
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Persuasive Speaking
Key terms
• actuate To incite to action; to motivate.
• Audience Analysis the speaker's understanding of the audience's knowledge, personal experience, and proximity to a topic
• coercion Use of physical or moral force to compel a person to do something, or to abstain from doing something, thereby
depriving that person of the exercise of free will.
• constituent A resident of a place represented by an elected official.
• convince To make someone believe, or feel sure about something, especially by using logic, argument or evidence.
• ethos credibility of the speaker, assigned to them by the audience
• evidence The available body of facts or information indicating whether a belief or proposition is true or valid.
• informative Providing knowledge, especially useful or interesting information.
• Logos logical appeal to the audience; does the speaker's argument make sense?
• Monroe's Motivated Sequence A method of persuasion developed by Alan H. Monroe, based on establishing a psychological
need for action in the audience and demonstrating how to satisfy the need by taking action.
• pathos emotional appeal to the audience
• persuasion the process aimed at changing a person's (or a group's) attitude or behavior
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Persuasive Speaking
• policy A principle of behavior, conduct, etc., thought to be desirable or necessary, especially as formally expressed by a
government or other authoritative body.
• policy A principle of behavior, conduct, etc., thought to be desirable or necessary, especially as formally expressed by a
government or other authoritative body.
• reciprocity the responses of individuals to the actions of others
• simile A figure of speech in which one thing is compared to another, in the case of English generally using like or as.
• social proof People tend to do things that they see others are doing.
• status quo The state of things; the way things are, as opposed to the way they could be.
• stimulation An activity causing excitement or pleasure.
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Persuasive Speaking
Cold, Hard Facts
Questions of fact focus on convincing the audience that the cold, hard facts are true.
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Wikimedia. "Cold Hard Facts - NARA - 533985.tif." Public domain http://commons.wikimedia.org/wiki/File:Cold_Hard_Facts_-_NARA_-_533985.tif#file View on
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Persuasive Speaking
Coke vs. Pepsi
Persuading the audience that Pepsi is better than Coke is a question of value speech, as it hinges on a value judgement.
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Flickr. "Pepsi Challenge | Flickr - Photo Sharing!." CC BY http://www.flickr.com/photos/haggismac/5090028513/ View on Boundless.com
Persuasive Speaking
Carter and Ford in a Debate, September 23, 1976
President Gerald Ford and Jimmy Carter meet at the Walnut Street Theater in Philadelphia to debate domestic policy during the first of the three FordCarter Debates.
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Wikipedia. "Carter and Ford in a debate, September 23, 1976." Public domain
http://en.wikipedia.org/wiki/File:Carter_and_Ford_in_a_debate,_September_23,_1976.jpg View on Boundless.com
Persuasive Speaking
Al Capone
Al Capone, an American gangster in the early 20th century, used coercion as a persuasive technique, which is unethical.
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Wikimedia. "Al Capone-around 1935." Public domain http://commons.wikimedia.org/wiki/File:Al_Capone-around_1935.jpg View on Boundless.com
Persuasive Speaking
President Dwight D. Eisenhower
President Eisenhower attempted to change prevailing attitudes on the cost of an arms race in his speech "Chance for Peace. "
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Flickr. "All sizes | Dwight D. Eisenhower, Thirty-fourth President (1953-1961) | Flickr - Photo Sharing!." CC BY-SA http://www.flickr.com/photos/nostriimago/2872023782/sizes/o/ View on Boundless.com
Persuasive Speaking
Loch Ness Monster
The existence of the Loch Ness Monster is a question of fact.
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Flickr. "Loch Ness Monster | Flickr - Photo Sharing!." CC BY http://www.flickr.com/photos/unukorno/3920685282/ View on Boundless.com
Persuasive Speaking
Official Policy
Policy speeches ask the audience to take action.
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Wikimedia. "Gold seal policy." Public domain http://commons.wikimedia.org/wiki/File%253AGold_seal_policy.svg View on Boundless.com
Persuasive Speaking
Vote
Political candidates use actuation speeches so that their supporters will cast their votes.
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David Westerfield. CC BY http://oldschool.davidwesterfield.net/index.php?m=11&y=08&entry=entry081111-225416 View on Boundless.com
Persuasive Speaking
Walter Cronkite
Journalists, like Walter Cronkite, generally use informational speeches to inform their viewers of news events.
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Persuasive Speaking
A successful persuasive speech
A) appeals to the audience's emotions.
B) All of these answers.
C) appeals to the audience's sense of logic.
D) may not necessarily convince the audience immediately.
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Persuasive Speaking
A successful persuasive speech
A) appeals to the audience's emotions.
B) All of these answers.
C) appeals to the audience's sense of logic.
D) may not necessarily convince the audience immediately.
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Persuasive Speaking
Which of the following is a description of the goal of actuation?
A) The speech is designed to cause the audience to take action.
B) The speech is designed to cause the audience to believe a viewpoint
they did not previously hold.
C) The speech is designed to enhance how fervently the audience
believes in an idea.
D) All of these answers.
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Persuasive Speaking
Which of the following is a description of the goal of actuation?
A) The speech is designed to cause the audience to take action.
B) The speech is designed to cause the audience to believe a viewpoint
they did not previously hold.
C) The speech is designed to enhance how fervently the audience
believes in an idea.
D) All of these answers.
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Persuasive Speaking
Which of the following persuasive goals is the most difficult to
accomplish?
A) To change a person’s attitude
B) To change a person’s values
C) To change a person’s dispositional beliefs
D) To change a person’s core beliefs
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Persuasive Speaking
Which of the following persuasive goals is the most difficult to
accomplish?
A) To change a person’s attitude
B) To change a person’s values
C) To change a person’s dispositional beliefs
D) To change a person’s core beliefs
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Saylor OER. "Communication « Saylor.org – Free Online Courses Built by Professors." CC BY 3.0 http://www.saylor.org/majors/Communication/
Persuasive Speaking
Which of the following is a quality of an informative speech?
A) It is designed to convince the audience of a certain viewpoint.
B) One of its goals is to excite the audience.
C) It appeals to the emotions of the audience members in order to
convince them of something.
D) It seeks to provide facts, statistics, or evidence to transmit knowledge
to the audience.
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Persuasive Speaking
Which of the following is a quality of an informative speech?
A) It is designed to convince the audience of a certain viewpoint.
B) One of its goals is to excite the audience.
C) It appeals to the emotions of the audience members in order to
convince them of something.
D) It seeks to provide facts, statistics, or evidence to transmit knowledge
to the audience.
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Persuasive Speaking
Which of the following is a description of Robert Cialdini's
reciprocity weapon of influence?
A) Once committed to something, people are likely to honor that, even if
the motivation is removed.
B) People tend to return a favor.
C) People will tend to obey authority figures, even if they are asked to
perform objectionable acts.
D) Perceived scarcity will generate demand.
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Persuasive Speaking
Which of the following is a description of Robert Cialdini's
reciprocity weapon of influence?
A) Once committed to something, people are likely to honor that, even if
the motivation is removed.
B) People tend to return a favor.
C) People will tend to obey authority figures, even if they are asked to
perform objectionable acts.
D) Perceived scarcity will generate demand.
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Persuasive Speaking
What is the overall theory of Relationship Based Persuasion?
A) There is no single key to a successful persuasive speech.
B) Some people take longer than others to be persuaded.
C) All of these answers.
D) Persuasion is the art of winning over others.
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Persuasive Speaking
What is the overall theory of Relationship Based Persuasion?
A) There is no single key to a successful persuasive speech.
B) Some people take longer than others to be persuaded.
C) All of these answers.
D) Persuasion is the art of winning over others.
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Persuasive Speaking
Which of the following is a component of ethical persuasion?
A) The exploration of the other person's viewpoint.
B) All of these answers.
C) The exploration of your viewpoint.
D) The creation of resolutions.
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Persuasive Speaking
Which of the following is a component of ethical persuasion?
A) The exploration of the other person's viewpoint.
B) All of these answers.
C) The exploration of your viewpoint.
D) The creation of resolutions.
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Persuasive Speaking
Which of the following is a type of question of fact?
A) Historical controversy
B) All of these answers.
C) Questions of current existence
D) Predictions for the future
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Persuasive Speaking
Which of the following is a type of question of fact?
A) Historical controversy
B) All of these answers.
C) Questions of current existence
D) Predictions for the future
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Persuasive Speaking
"When developing a persuasive speech, begin with a statement
that something is true, meaning that it happened or did not
happen, exists or does not exist."The previous statement
describes the speech's
A) reasoning.
B) thesis.
C) evidence.
D) organization.
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Persuasive Speaking
"When developing a persuasive speech, begin with a statement
that something is true, meaning that it happened or did not
happen, exists or does not exist."The previous statement
describes the speech's
A) reasoning.
B) thesis.
C) evidence.
D) organization.
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Persuasive Speaking
A persuasive speech of value is a speech which
A) argues that something is, something exists, or something doesn't
exist.
B) argues that something is right or wrong, moral or immoral, or better or
worse than something else.
C) advocates a change from the status quo.
D) All of these answers.
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Persuasive Speaking
A persuasive speech of value is a speech which
A) argues that something is, something exists, or something doesn't
exist.
B) argues that something is right or wrong, moral or immoral, or better or
worse than something else.
C) advocates a change from the status quo.
D) All of these answers.
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Persuasive Speaking
Which of the following is an example of a way to organize a
persuasive speech on a policy issue?
A) Define the need to address a problem, a plan to solve it, and how the
plan will succeed.
B) Name the problem, discuss the causes of the problem, and connect
the solution to the causes.
C) Summarize the problem, compare different solutions, and explain why
one solution is best.
D) All of these answers.
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Persuasive Speaking
Which of the following is an example of a way to organize a
persuasive speech on a policy issue?
A) Define the need to address a problem, a plan to solve it, and how the
plan will succeed.
B) Name the problem, discuss the causes of the problem, and connect
the solution to the causes.
C) Summarize the problem, compare different solutions, and explain why
one solution is best.
D) All of these answers.
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Persuasive Speaking
Which of the following best describes the Satisfaction step of Alan
Monroe's motivated sequence?
A) Show how the topic applies to the psychological needs of the
audience members.
B) Solve the issue and provide solutions that the government or
community can implement.
C) Describe what will happen if the solution is or is not implemented.
D) Grab the audience's attention using a shocking or dramatic story,
example, statistic, or quotation.
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Persuasive Speaking
Which of the following best describes the Satisfaction step of Alan
Monroe's motivated sequence?
A) Show how the topic applies to the psychological needs of the
audience members.
B) Solve the issue and provide solutions that the government or
community can implement.
C) Describe what will happen if the solution is or is not implemented.
D) Grab the audience's attention using a shocking or dramatic story,
example, statistic, or quotation.
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Persuasive Speaking
The primary function of the speech Ian’s Entertaining Speech –
You Should Date a CS Student was to entertain; however, it was
also persuasive. Which type of policy claim did it make?
A) Immediate action
B) Passive agreement
C) Delayed agreement
D) Delayed action
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Persuasive Speaking
The primary function of the speech Ian’s Entertaining Speech –
You Should Date a CS Student was to entertain; however, it was
also persuasive. Which type of policy claim did it make?
A) Immediate action
B) Passive agreement
C) Delayed agreement
D) Delayed action
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Saylor OER. "Communication « Saylor.org – Free Online Courses Built by Professors." CC BY 3.0
http://www.saylor.org/majors/Communication/
Persuasive Speaking
Eisenhower's "Chance for Peace" speech was successful
because of its effective use of
A) All of these answers.
B) similes.
C) descriptive language.
D) an appeal to the audience's emotions.
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Persuasive Speaking
Eisenhower's "Chance for Peace" speech was successful
because of its effective use of
A) All of these answers.
B) similes.
C) descriptive language.
D) an appeal to the audience's emotions.
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Persuasive Speaking
Attribution
• Wiktionary. "policy." CC BY-SA 3.0 http://en.wiktionary.org/wiki/policy
• Wikispaces. "JTEnglish - Persuasive Speaking." CC BY-SA http://jtenglish.wikispaces.com/Persuasive+Speaking
• Wikipedia. "Persuasion." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Persuasion
• Wiktionary. "reciprocity." CC BY-SA 3.0 http://en.wiktionary.org/wiki/reciprocity
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Persuasive Speaking
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