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Methods of Persuasive Speaking > Getting the Most Out of a Persuasive Speech
Getting the Most Out of a Persuasive Speech
• Expect Selective Exposure
• Don't Expect Too Much
• Employ Empathy and Sensitivity
• Using Different Kinds of Appeals
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Methods of Persuasive Speaking > Getting the Most Out of a Persuasive Speech
Expect Selective Exposure
• The selective exposure theory is a concept that refers to individuals' tendency to
favor information that reinforces pre-existing views while avoiding contradictory
information.
• Selective exposure operates by reinforcing beliefs rather than exposing
individuals to a diverse array of viewpoints.
• Perceived usefulness of information, perceived norm of fairness, and curiosity
regarding valuable information are three factors that can counteract selective
exposure.
Does the Music Conform?
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Methods of Persuasive Speaking > Getting the Most Out of a Persuasive Speech
Don't Expect Too Much
• The expected effectiveness of each speech depends on a number of factors, such
as the audience, venue, time allotted, and the speaker's experience.
• The expected quality of the delivery depends on the speaker's experience and
comfort. Even the most gifted speakers make mistakes, so expecting perfection
from a novice is unreasonable.
• Anxiety of public speaking sometimes is derived from the idea that the audience
expects perfection. In reality, most audiences are sympathetic and want the
speaker to succeed.
Martin Luther King, Jr.
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Methods of Persuasive Speaking > Getting the Most Out of a Persuasive Speech
Employ Empathy and Sensitivity
• Appeals to empathy and sensitivity are called emotional appeals. Emotional
appeals seek to impart certain feelings in the audience so that they will act a
certain way. They can be much more powerful than logical arguments in some
situations.
• To deploy an emotional appeal you need to share carefully selected information
that naturally makes your audience feel a certain way.
• Audiences can sense inauthentic emotional appeals and react negatively because
they feel that they are being negatively. Poorly used emotional appeals can have
the exact opposite effect than intended.
Audience Emotion
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Methods of Persuasive Speaking > Getting the Most Out of a Persuasive Speech
Using Different Kinds of Appeals
• Aristotle defined 3 types of appeals: logos (evidential), pathos (emotional), and
ethos (based on moral standing). Logos and pathos are the two most common
contemporary categories.
• Evidential appeals (logical appeals, logos) are based entirely on evidence that is
then shown to cause a certain outcome based on rationality alone. This is the
type of appeal allowed in scientific research and in courts of law.
• Emotional appeals (pathos) attempt to cause the audience to feel certain
emotions in order to persuade them. Stories and metaphors are examples of
emotional appeals.
Courtroom
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Appendix
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Methods of Persuasive Speaking
Key terms
• audience A group of people within hearing; specifically a group of people listening to a performance, speech etc.; the crowd
seeing a stage performance.
• emotional appeal An an attempt to make the audience feel certain emotions so that they will be more likely to be engaged by
the speech. Also known as pathos.
• emotional appeal An an attempt to make the audience feel certain emotions so that they will be more likely to be engaged by
the speech. Also known as pathos.
• evidential appeal An attempt to show the logical connection between a set of evidence and a consequence. Also known as
logical appeal or logos.
• persuasion the process aimed at changing a person's (or a group's) attitude or behavior
• selective exposure The selective exposure theory is a concept in media and communication research that refers to individuals'
tendency to favor information that reinforces pre-existing views while avoiding contradictory information.
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Methods of Persuasive Speaking
Does the Music Conform?
Whether or not someone enjoys this concert may depend on their pre-existing views regarding the type of music. You'll face the same challenge when
giving a persuasive speech.
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Schipul. "Benjamin Zander at The Up Experience October 27th 2011 - Photo Schipul - The Web Marketing Company." CC BY
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Methods of Persuasive Speaking
Courtroom
The only type of rhetorical appeal accepted in a courtroom in an evidential appeal.
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Methods of Persuasive Speaking
Martin Luther King, Jr.
Martin Luther King's "I have a dream" speech is one of the most historic and powerful speeches in history. He began with a story: "Five score years ago,
a great American, in whose symbolic shadow we stand, signed the Emancipation Proclamation. This momentous decree came as a great beacon light of
hope to millions of Negro slaves who had been seared in the flames of withering injustice. It came as a joyous daybreak to end the long night of
captivity.But one hundred years later, we must face the tragic fact that the Negro is still not free. One hundred years later, the life of the Negro is still
sadly crippled by the manacles of segregation and the chains of discrimination. One hundred years later, the Negro lives on a lonely island of poverty in
the midst of a vast ocean of material prosperity. One hundred years later, the Negro is still languishing in the corners of American society and finds
himself an exile in his own land. So we have come here today to dramatize an appalling condition. " With this opening, he captured his audience's
attention, and the rest is history.
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Fotopedia. "Martin Luther King Jr. - I Have A Dream Speech by e-strategyblog.com in 1964 - Martin Luther King, Jr., Nobel Prize - The Fotopedia Community
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Methods of Persuasive Speaking
Audience Emotion
Emotional appeals seek to cause members of the audience to feel a certain way.
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Schipul. "The Up Experience 2011 Audience in Houston, TX - Photo Schipul - The Web Marketing Company." CC BY http://www.schipul.com/photos/3686/in/122/
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Methods of Persuasive Speaking
Which of the following best describes the selective exposure
theory?
A) The theory that suggests consumers strive for information that results
in cognitive equilibrium.
B) The theory that people tend to favor information that reinforces their
preexisting opinions.
C) The theory that listeners are easily swayed by new information based
on their trust of the speaker.
D) The theory that people will pay closer attention when the information
contradicts previous opinions.
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Methods of Persuasive Speaking
Which of the following best describes the selective exposure
theory?
A) The theory that suggests consumers strive for information that results
in cognitive equilibrium.
B) The theory that people tend to favor information that reinforces their
preexisting opinions.
C) The theory that listeners are easily swayed by new information based
on their trust of the speaker.
D) The theory that people will pay closer attention when the information
contradicts previous opinions.
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Methods of Persuasive Speaking
Many speakers get nervous before giving a speech because they
think the audience expects perfection. This is
A) true. Most audiences expect you to speak perfectly.
B) false. Most audiences expect you to fail.
C) false. Most audiences are like a sympathetic friend.
D) true. Audiences assume you are a professional speaker and won't
make any mistakes.
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Methods of Persuasive Speaking
Many speakers get nervous before giving a speech because they
think the audience expects perfection. This is
A) true. Most audiences expect you to speak perfectly.
B) false. Most audiences expect you to fail.
C) false. Most audiences are like a sympathetic friend.
D) true. Audiences assume you are a professional speaker and won't
make any mistakes.
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Methods of Persuasive Speaking
Which of the following is an example of a drawback of appealing
to the emotions of your audience?
A) If taken too far, an appeal to emotion can seem forced.
B) Audiences may feel manipulated by a disingenuous emotional appeal.
C) If an emotional appeal appears inauthentic, an audience may reject
the appeal and the speaker.
D) All of these answers.
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Methods of Persuasive Speaking
Which of the following is an example of a drawback of appealing
to the emotions of your audience?
A) If taken too far, an appeal to emotion can seem forced.
B) Audiences may feel manipulated by a disingenuous emotional appeal.
C) If an emotional appeal appears inauthentic, an audience may reject
the appeal and the speaker.
D) All of these answers.
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Methods of Persuasive Speaking
A woman gives a press conference because her daughter has
been kidnapped. The woman cries and begs for her daughter to
be returned. This exemplifies which type of appeal?
A) Logos
B) Pathos
C) Evidential
D) Logical
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Methods of Persuasive Speaking
A woman gives a press conference because her daughter has
been kidnapped. The woman cries and begs for her daughter to
be returned. This exemplifies which type of appeal?
A) Logos
B) Pathos
C) Evidential
D) Logical
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Methods of Persuasive Speaking
Attribution
• Wikipedia. "Ethos." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Ethos#Rhetoric
• Wikipedia. "Persuasion." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Persuasion
• Wikipedia. "Pathos." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Pathos
• Boundless Learning. "Boundless." CC BY-SA 3.0 http://www.boundless.com//communications/definition/evidential-appeal
• Wikipedia. "Appeal to emotion." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Appeal_to_emotion
• Wikipedia. "Logos." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Logos
• Boundless Learning. "Boundless." CC BY-SA 3.0 http://www.boundless.com//communications/definition/emotional-appeal
• Brigham Young University. CC BY-SA http://rhetoric.byu.edu/Encompassing%2520Terms/audience.htm
• Wikipedia. "Selective exposure theory." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Selective_exposure_theory
• Wikispaces. CC BY-SA http://muneastafrica.wikispaces.com/Public+Speaking
• Wikipedia. "Persuasion." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Persuasion
• Wikipedia. "selective exposure." CC BY-SA 3.0 http://en.wikipedia.org/wiki/selective%20exposure
• Wikipedia. "Ethos." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Ethos#Rhetoric
• Wiktionary. "audience." CC BY-SA 3.0 http://en.wiktionary.org/wiki/audience
• Wikipedia. "Persuasion." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Persuasion
• Wikipedia. "Ethos." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Ethos#Rhetoric
• Wikipedia. "Appeal to emotion." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Appeal_to_emotion
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Methods of Persuasive Speaking
• Blog. "Speech Coach: Fear of Speaking in Public - Speech Coach: Fear of Speaking in Public - Blog.hr." CC BY-SA
http://blog.dnevnik.hr/marquisedwar6140908/2012/02/1629914331/speech-coach-fear-of-speaking-in-public.html
• Boundless Learning. "Boundless." CC BY-SA 3.0 http://www.boundless.com//communications/definition/emotional-appeal
• Brigham Young University. "rhetorical pedagogy." CC BY-SA http://rhetoric.byu.edu/Pedagogy/Pedagogy.htm
• Wiktionary. "persuasion." CC BY-SA 3.0 http://en.wiktionary.org/wiki/persuasion
• Wikispaces. CC BY-SA http://muneastafrica.wikispaces.com/Public+Speaking
• Wikipedia. "Persuasion." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Persuasion
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