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Chapter 16: Persuasive Public Speaking
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Chapter 16: Persuasive Public Speaking

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Presentation created for COMM 107 - Oral Communication: Principles and Practice

Presentation created for COMM 107 - Oral Communication: Principles and Practice

University of Maryland

Source: Communication: A Social and Career Focus by Berko, Wolvin & Wolvin

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Chapter 16: Persuasive Public Speaking Chapter 16: Persuasive Public Speaking Presentation Transcript

  • Chapter 16: Persuasive Public Speaking If you are opinionated, here is your chance.
  • Types of persuasive speeches
    • Conviction
    • Action
    • Good persuasive speeches are…
      • Timely
      • Controversial
      • Audience-aware
      • Well-developed
      • Valuable to society
  • Persuasion process
    • Claim
    • Appeals
    • Done?
    • NO!
  • Persuasion process Things to consider
    • Theory of field-related standards
      • Not all people reach conclusion in the same way, thus they may react differently to the same evidence or psychological appeals
      • Include as many appeals as you can
    • Group norm standards
      • When speaking to a group, you can assume that they will have some similar or overlapping views
    • Individual norm standards
      • Some individuals are more influential than others. If you get them on your side, everyone else is in the bag
  • Components of the persuasive speech
  • Components of a persuasive speech
    • Ethos
      • Speaker credibility
    • Logos
      • Logical arguments
    • Pathos
      • Psychological appeals
  • Speaker credibility (ethos)
    • Competence
      • Wisdom
      • Authority
      • knowledge
  • Speaker credibility (ethos)
    • Charisma
      • Appealing
      • Concerned
      • Enthusiastic
      • Sincere
  • Speaker credibility (ethos)
    • Character
      • Reputation
      • Honesty
      • Sensitivity
  • Logical arguments (logos)
    • Your speech has to “make sense”
      • Clear statement of the purpose of what you are proposing
      • Reasons you believe or want the audience to believe in what you are proposing
      • Cite credible sources
      • Well-developed arguments that flow
      • Statement of desired outcome, stand or action
      • Absence of false facts, or partial information
  • Logical arguments guide your central idea
    • Proposition of facts (will)
    • Proposition of value (good, bad)
    • Proposition of policy (should)
    • Inductive argument (evidence, conclusion)
    • Deductive argument (premise, conclusion)
    • Whatever your choice, you need valid evidence
  • Logical fallacies
    • Generalizations
      • All Greeks…
    • Faulty analogical reasoning
      • AIDS vs. Bubonic plagues
    • Faulty causal reasoning
      • Something caused something else, no qualification
    • Ignoring the issue
      • Relevant arguments used to obscure the issue
    • Ad hominem arguments
      • Attacks on personal character of the source
    • Ad populum arguments
      • Appeal to people’s prejudices and passions
    • Ad ignorantium arguments
      • Attempt to prove that something is true because it cannot be disproved
  • How do you sell your point of view?
    • Critical thinking
      • Propose plan of action, Set forth criteria, Propose solution
    • Comparative advantage
      • Propose solution (s) that are workable, desirable, and practical
    • Monroe’s Motivated Sequence
      • Attention
      • Need
      • Satisfaction
      • Visualization
      • Action
    • Elaboration Likelihood Model
      • If the topic is one that the listener has encountered before, is interested and involved in, and enjoys talking about, he/she is more likely to process the speaker’s arguments
    • Social support
      • If the individual feels that he/she has the support of others and they’re all “in it together,” he/she will be persuaded by a message
  • Psychological appeals (pathos)
    • Ethnographic theory of human drives
      • Survival
      • Pleasure
      • Security
      • Territoriality
    • Maslow’s Hierarchy of Needs
  • Appeals to motivate listeners
    • Adventure
    • Anger
    • Companionship
    • Deference
    • Fear
    • Gender
    • Guilt
    • Happiness
    • Health
    • Hero worship
    • Humor
    • Independence
    • Liking
    • Loyalty
    • Nostalgia
    • Revulsion
    • Safety
    • Savings
    • Sex
    • Sympathy
  •  
  • And remember that all of this has to be arranged in a way that makes sense
  • Standard three-part outline
    • Introduction
      • Attention-getter
      • Statement of credibility
      • Preview
      • Central idea
    • TRANSITION!
    • Body
      • 2-3 WELL developed arguments
    • TRANSITION! TRANSITION! TRANSITION!
      • Supporting material
    • TRANSITION!
    • Conclusion
      • Summary
      • Clincher / final memorable statement
  • Structure
    • Spatial
    • Chronological
    • Topical
    • Causal
    • Comparison-contrast
    • Problem-solution
  • FALL 2009 The Good, the Bad, the ugly
  • The Ugly
  • The Bad
  • The Good
  • BONUS