PERSUASIVESPEAKING - GOALSPart 1 (Ch 14)
TodayI.    Goals of Persuasion     A.   Audience Attitude     B.   Propositions
What is Persuasion?Text: Goal is to influence audience attitudes,beliefs, values and / or behaviors (Ch 13)
“Rhetoric”Rhetoric, n.: 1a. The art or study of usinglanguage effectively and persuasively. – 3b.Language that is elaborat...
Persuasive GoalsRelates directly to Audience
Persuasive Goals  Audience Attitude • General positive or negative feeling   toward topic  Target Audience • The group of ...
Persuasive Goals  Must be adapted to  audience attitudes • Opposed • Neutral • In favor
Audience: Opposed   Goal: Incremental change     May need to change original proposition     Goal is a small change, no...
Audience: Neutral   Why is the audience neutral???   Goal: Provide straightforward reasons to    support proposition
Audience: In favor   Mildly in favor     Goal:   Reinforce this attitude   In favor     Goal:   Move audience to act
Persuasive Speech Goals   Proposition: A declarative sentence that    clearly indicates the position on the topic.   Pro...
Persuasive Speech Goals   Proposition: A declarative sentence that    clearly indicates the position on the topic.     “...
Proposition = Specific Goal   Fact   Value   Policy
Examples   Fact       … Students who attend a university after receiving a        degree from a community college are mo...
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14 01 pers_goals_15ed_notes

  1. 1. PERSUASIVESPEAKING - GOALSPart 1 (Ch 14)
  2. 2. TodayI. Goals of Persuasion A. Audience Attitude B. Propositions
  3. 3. What is Persuasion?Text: Goal is to influence audience attitudes,beliefs, values and / or behaviors (Ch 13)
  4. 4. “Rhetoric”Rhetoric, n.: 1a. The art or study of usinglanguage effectively and persuasively. – 3b.Language that is elaborate, pretentious,insincere, or intellectually vacuous.Aristotle’s definition of Rhetoric: The American Heritage Dictionary
  5. 5. Persuasive GoalsRelates directly to Audience
  6. 6. Persuasive Goals Audience Attitude • General positive or negative feeling toward topic Target Audience • The group of people you most want to persuade
  7. 7. Persuasive Goals Must be adapted to audience attitudes • Opposed • Neutral • In favor
  8. 8. Audience: Opposed Goal: Incremental change  May need to change original proposition  Goal is a small change, not complete change
  9. 9. Audience: Neutral Why is the audience neutral??? Goal: Provide straightforward reasons to support proposition
  10. 10. Audience: In favor Mildly in favor  Goal: Reinforce this attitude In favor  Goal: Move audience to act
  11. 11. Persuasive Speech Goals Proposition: A declarative sentence that clearly indicates the position on the topic. Proposition = Specific Goal
  12. 12. Persuasive Speech Goals Proposition: A declarative sentence that clearly indicates the position on the topic.  “I want to convince my audience that smoking causes cancer”  “I want to convince my audience that it is wrong to smoke in public places”  “I want to convince my audience to stop smoking”
  13. 13. Proposition = Specific Goal Fact Value Policy
  14. 14. Examples Fact  … Students who attend a university after receiving a degree from a community college are more successful than incoming freshmen at a university. Value  … Funding for community colleges is an important issue Policy  … You should attend a community college  …. Community colleges should receive more funding
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