3. Of all the talents bestowed upon men,
none is so precious as the gift of oratory,
(anyone) who enjoys it wields a power
more durable than that of the great king.
Winston Churchill
5. In 350 BC, Aristotle produced The
Art of Rhetoric, which was the
first definitive account of the art of
speechwriting.
It comprises three lectures spread
out across three books.
Aristotle boiled persuasive speaking
down to three essential
ingredients:
Ethos
Pathos
Logos
6. ETHOS
The use of ethos is to gain the trust and respect of audience
by showing that one is credible and ethical, this causes an
appeal to the audience.
Ethos (speaker) uses to persuade the audience:
Character
Credibility
Ethic
7. ETHOS
Examples
• "He is a forensics and ballistics expert for the
federal government - if anyone's qualified to
determine the murder weapon, it's him."
• "Based on the dozens of archaeological
expeditions I've made all over the world, I am
confident that those potsherds are
Mesopotamian in origin."
• "If my age doesn't convince you that I know
what I'm talking about, at least consider that I
am your grandfather and I only want the best for
you."
• "If you're still unsure, please consider that my
advanced degree and fieldwork speak for
themselves."
8. PATHOS
• Pathos is used as a way to
emotionally engage the
audience.
• It takes into consideration
the emotions of the
audience and the emotions
of the argument.
9. PATHOS
Examples
• "If we don't move soon, we're all going to die!
Can't you see how dangerous it would be to stay?"
• "You'll make the right decision because you have
something that not many people do: you have
heart.“
• "I'm not just invested in this community - I love
every building, every business, every hard-
working member of this town.
• "Better men than us have fought and died to
preserve this great nation. Now is our turn to
return the favor. For God and country,
gentlemen!"
• "You will never be satisfied in life if you don't seize
this opportunity. Do you want to live the rest of
your years yearning to know what would have
happened if you just jumped when you had the
chance?"
10. LOGOS
Logos uses logical reasoning and
evidence to persuade.
Logos is a type of persuasion that
appeals to people's logic, making it
very effective in speeches.
Logos means:
Proofs
Apparent proof
11. LOGOS
Examples
• "Ladies and gentlemen of the jury: we have
not only the fingerprints, the lack of an alibi,
a clear motive, and an expressed desire to
commit the robbery… We also have video of
the suspect breaking in. The case could not
be more open and shut."
• "It's a matter of common sense that people
deserve to be treated equally. The
Constitution calls it 'self-evident.' Why, then,
should I have been denied a seat because of
my disability?"
• "History has shown time and again that
absolute power corrupts absolutely."
13. • What is Rhetoric?
• What are the treatise of Rhetoric?
• What are the three types of pesuasive speech
according to Aristotles?
• What types of rhetoric focuses on the future
& which one on urgent change?
• What are the three persuasive appeals
according to Aristotles?
• Can you come up with an example for each
persuasive appeal?
• How can speakers manipulate people?
15. THE AUDIENCE IS MORE
IMPORTANT THAN THE
SPEAKER
• The true measure of the success of
a speech is not how smug and self-
satisfied the speaker feels.
• A successful speech is one in which
the speaker and audience are
aligned.
16. EMOTIONS ARE MORE
POWERFUL THAN
LOGIC
• Emotion is the nuclear botton of
communication: guaranteed to cause an
explosive response.
• Our emotions are more poweful than our
logical minds.
• Different audiences are predisposed to
different emotions, we can appeal to hopes,
fears, anger, affection, pride or shame.
• Emotions appeals cannot be made randomly.
• If the speakers appeals to the incorrect
emotion it can cause a catastrophic collision.
17. LESS IS
MORE
A speaker who presents a lot of information is
unlikely to get his audience to remember all of it.
Speeches should contain what graphic designers
call ´´White Space´´, we should leave the audience
space to think about what we are saying.
Audiences like to be mentally involved into
speeches and will turn off if they are not.
Speeches should always be judged in terms of net
achievement, not gross activity.
19. • They are formula for constructing
sentences to give your words more
impact.
• They are the easiest tricks for any
speechwriter to learn to make their
writing sound more like a speech and
less like an essay.
• Rhetorical devices are a way of
signifying importance to our audience.
20. THE RULE OF THE THREE
Making our points in list of three
will create a sense of completeness
and an illusion of finality.
The rule of three is used to repeat a
single word.
Example:
"Abraham Lincoln´s Goverment of the
the people, by the people, for the
people".
21. IMAGERY
• Imagery allows the speechwriting to bypass
rational scrutiny and strike the message deep
into their audience´s hearts.
• We can use imagery to predispose our
audience to particular emotions or opinions
without giving them any clue what we are
doing.
• Metaphor characterized the two different
approches to rhetoric.
• Aristotles said the gift of metaphor was the
most important skill for any orator.
22. CONTRAST
• Contrast heightens the senses, makes our
speeches more interesting and forces our
audience to pick sides.
• Different contrasts achieve different
effects: short contrasts presents a sharp view
of the world while a long-winded contrasts
projected grandeur and intellect.
• Contrast is often used at the beginning of
speeches.
23. THE TOP THREE MYTHS OF SPEECHWRITING
Speechwriters must write
short sentences.
Speechwriters must always
write in the active, not the
passive voice.
You need to have an
incredible mastery of
English grammar.
26. 1- DO NOT START
WRITING TOO
SOON
•A speechwriter
should not start
writing a speech
without knowing
what shape the final
speech will take.
27. 2- THE SPEAKER IS
ALWAYS RIGHT
•The speech writing
process should be base
99% around what the
speaker wants and 1%
around what everyone
else wants.
28. 3- TAKE CHARGE
OF THE
SPEECHWRITING
PROCESS
This doesn’t mean that we have to
work in isolation; far from it, we should
welcome feeddback but at the same
time we must know when to close the
doors.
29. 4- SEPARATE THE
CREATIVE AND
RATIONAL PARTS OF
THE PROCESS.
Do not mix creativity
and logic, by doing
that we will only
reduce our
effectiveness.
30. 5- KEEP YOUR
ROLE AND
INFLUENCE
PRIVATE.
Many speakers are
embarrassed of using a
speechwriter since it
could lead them to
being lampooned.
31.
32. STEP ONE:
RESEARCHING THE
SPEAKER, ISSUE AND
AUDIENCE.
• Every speech must be an
original composition, based on
an analysis of the unique
congregation of speakers, issue
and audicence.
• The starting point must be to
research each one of them.
33. STEP TWO:
SET A CLEAR AIM
FOR THE SPEECH
Keep in mind that our aim must
be realistic.
We must take into account :
Who our speech is aiming to
influence.
What is the change in
behaviour, emotion, or thinking
we are seeking.
34. STEP THREE:
DISCOVER A BIG IDEA
FOR THE SPEECH
There are a lot of techniques
that can help you find your
big idea.
Example:
Brainstorming
Word association
35. STEP FOUR:
ORGANIZE THE
ARGUMENTS
Organize your arguments into
logical structures.
You can do that by :
Writing your ideas on Post-it
notes.
Cutting or pasting blocks on a
computer.
Talking about your ideas.
36. STEP FIVE:
WRITE THE FIRST
DRAFT
• Find a quiet place where you can
concentrate.
• Keep writing! do not stuck
yourself arranging your
arguments.
• Keep your speaker, audience and
aim at the front of your mind all
the time.
• Never drift so far away from your
central idea.
37. SUMMARY
• Starting principle: Don’t start writing too
son; stay close to the sepaker;take charge
of the speech;keep the research & creative
process separate.
1. Research the speaker, the issue and the
audience.
2. Establish a clear aim.
3. Discover a “big idea”.
4. Organize the argument.
5. Preoduce a first draft.
39. ✔The key to persuasion
can be summed up in
two simple words:
“audience focus”.
✔Arguments come
down to three things:
intuition, emotion
and reason.
PERSUASION
40. ✔Persuasion is about
seduction not
assertion.
✔Have a clear picture of
the audience in your
mind all the time
while you are writing.
The clearer the
picture, the easier the
writing.
41. Easy-to-follow-four-
step of persuasion
I. Grabbing and holding
the audience’s
attention.
✔Attention is crucial to
any communication
activity: if no one is
listening, why bother
communicating at all?
42. ✔Many speechwriters
swear that the best
way to start a speech is
with a story
particularly in
inspirational,
motivational or social
speeches.
43. ✔Fight for attention
throughout the
speech.
✔Audiences also like
to feel they have
something to grapple
with, so it is often
good to expose a
conflict at the
beginning of the
speech.
44. II. Security Acceptance
Show the
audience that
the speaker
is on their
side.
1
Make the audience feel
important by reinforcing
the idea that it is they
who are the stars of the
day.
2
Mimic the audience. A
speaker cannot mimic
all of his audience’s
actions at once, but he
can mimic their
language.
3
45. ✔Empathize with the
audience: we feel
better disposed to
people who reinforce
our own feelings.
✔Build up common
ground with the
audience (example:
identification of a
common enemy).
46. III.
Winning
Agreement
✔Avoid confronting your
audience too directly;
instead try to present the
illusion of agreement.
✔Create an illusion of
critical mass: cite opinion
polls, quote supporters,
share anecdotes or
produce any other form
of social proof to show
that people agree with us.
47. IV. Motivating
Action
✔Construct your
speech around a
robust framework of
rewards and
punishments ( if they
do what we want,
they will go to heaven;
if they don’t, they will
go to hell).
48. Questions
1. What is persuasion?
2. How persuasion
Works?
3. What are the modes
of persuasion?
49. Answers
1. The process of changing or
reinforcing attitudes, beliefs,
values, or behaviors. In a
persuasive speech, the
speaker explicitly asks the
audience to make a choice,
rather than just informing them
of the options.
2. You can be persuaded by
logic, reasoning, arguments,
and evidence presented to
you.
3. Ethos, Pathos, Logos
50. Impromptu Activity
• Description
• The purpose of this activity is to
produce a 30-second TV short
persuasive advertisement using
persuasive strategies.
Students will create a new drink
and draw an advertisement for
that drink.
Students will name the drink
and draw a picture of the can.
Students will present the
advertisement that persuades
the consumer.
