Chapter 17
Speeches to Persuade
What is Persuasive
Speaking?

Asking an audience to “buy”
something
 Products
 Beliefs
 Attitudes
 Ideas
Persuasive Speaking
Induce audience to believe as
you do
 Influence audience to take action
 Examples:
 Going to a concert
 More time for a project
 Drinking and driving is uncool

Analyzing Your Audience
The audience is
never the
enemy
 Your main
purpose - get
as many
supporters as
possible

Four Types of Audiences
 Supportive:

Friendly
an audience that likes the
speaker and what the speaker has
to say. They are willing to support
and promote the speaker’s
ideas.
Four Types of Audiences
 Uncommitted:
 An
Neutral
audience that is neutral about
the speaker’s topic.
Four Types of Audiences


Indifferent: Apathetic
An audience that is
apathetic or
disinterested in the
speaker and his
topic. They do not
find the topic
relevant.
Four Types of Audiences
 Opposed:
 An
Hostile
audience that is hostile to
the speaker and the speaker’s
topic.
More Definitions


Compromise- a negotiation strategy
in which each individual gives up
something to meet in the middle.
Disclaimer- a speaker’s attempt to
explain what is not to be inferred by
the speech, or an acknowledgment of
incomplete expertise on the subject.
More Defintions
 Ethos-
your listeners will buy
what you are selling them
because they trust in you and
your credibility.
 Goodwill- a genuine interest or
concern.
More Definitions
 Reputation-
the way that a
person is known to others
 Sincerity- the quality of being
honesty and genuine
 Competency- an ability to get
something done.
More Definitions
 Credentials-
qualifications
 Composure-
a calm, controlled
manner
Three Appeals
 Logical:
 Appeal
to intellect with
reasoning and evidence
 Provide proof: Specific
evidence or facts
 Example: I have a perfect
driving record.
Three Appeals
Emotional:
Appeal to feelings by aiming
for the heart
Often stronger than logic
Example: You’ve been so
busy with work that I’d love
to help you run errands.
Three Appeals
 Personal:
Appeal to audience’s trust
with believability
Honesty, integrity, sincerity,
competency, composure
Example: Have I ever let you
down when it counts?
United Approach
 Using
two or three of Aristotle’s
appeals to persuade an
audience
 Some people require different
approaches
 Convince and motivate others!
Name these appeals regarding
driving the new family car:
“I have checked it out, and the
insurance would not go up much.”
 Logical
 “I promise to always tell you the truth
about where I am going.”
 Personal
 “When you were a kid, didn’t you want
to be given some responsibility, too?”
 Emotional

“I would feel so proud for others to
see me in the new car!”
 Emotional
 “The new car would be less likely to
have engine problems.”
 Logical
 “I will give you my word that I will be
a responsible driver.”
 Personal

Name these slogans and their appeals

"You're in good hands with Allstate."


“The quicker picker-upper.”


ALLSTATE INSURANCE
 Personal
BOUNTY
 Logical
"M'm M'm Good."

CAMPBELL'S CONDENSED SOUPS
 Emotional

"The milk chocolate melts in your mouth - not in
your hand."


"You deserve a break today."


M&Ms CANDY
 Logical
MCDONALD'S
 Emotional
"Breakfast of Champions."

WHEATIES CEREAL
 Personal