Human Communication: The Basic Course Twelfth Edition PowerPoint™ Presentations prepared by: Naomi Young University of California, San Diego Joseph A.
Download
Report
Transcript Human Communication: The Basic Course Twelfth Edition PowerPoint™ Presentations prepared by: Naomi Young University of California, San Diego Joseph A.
Human Communication:
The Basic Course
Twelfth Edition
PowerPoint™
Presentations
prepared by:
Naomi Young
University of California,
San Diego
Joseph A. DeVito
Hunter College of the City University of New York
Chapter Eighteen:
The Persuasive Speech
This multimedia product and its contents are protected under copyright law. The following are prohibited by law:
any public performance or display, including transmission of any image over a network;
preparation of any derivative work, including the extraction, in whole or in part, of any images;
any rental, lease, or lending of the program.
Copyright ©2012, 2009, 2006 Pearson Education, Inc. All rights reserved.
Chapter Goals
Learn About:
The nature and goals of persuasion and how
attitudes, beliefs, values, and behaviors are
influenced
The major types of persuasive speeches
Learn To
Use the strategies of persuasion in a variety of
communication contexts
Prepare a variety of effective persuasive speeches
on questions of fact, value, and policy
Prevent yourself from being unfairly or unethically
persuaded
Copyright ©2012, 2009, 2006 Pearson Education, Inc. All rights reserved.
3
Goals of Persuasive Speaking
To strengthen or weaken attitudes,
beliefs or values
To change attitudes, beliefs or values
To motivate to action
Persuasion continuum
Copyright ©2012, 2009, 2006 Pearson Education, Inc. All rights reserved.
The Three Persuasive Proofs
Logical (logos)
– Reasoning from specific instances and
generalizations
– Reasoning from cause and effect
– Reasoning from sign
– Listening to logical arguments and fallacies of
reasoning
Anecdotal
evidence
Straw man
Appeal to tradition
Bandwagon
Testimonial
Thin entering wedge
Copyright ©2012, 2009, 2006 Pearson Education, Inc. All rights reserved.
Emotional Appeals
Also called
motivational
appeals
Maslow’s
“Hierarchy of
Needs”
Listening to
emotional appeals
Copyright ©2012, 2009, 2006 Pearson Education, Inc. All rights reserved.
Credibility Appeals
The degree to
which your
audience regards
you as a believable
spokesperson
Competence
Tell listeners of
your competence
Cite a variety of
sources
Stress
competencies of
sources
Character
Stress fairness
Stress concern for
audience
Stress concern for
enduring values
Copyright ©2012, 2009, 2006 Pearson Education, Inc. All rights reserved.
Charisma
Demonstrate positive outlook
Demonstrate enthusiasm
Be emphatic
Copyright ©2012, 2009, 2006 Pearson Education, Inc. All rights reserved.
Listening to Credibility Appeals
and Character Attacks
Personal
interests
Character
attacks
Name-Calling
Glittering
generalities
Copyright ©2012, 2009, 2006 Pearson Education, Inc. All rights reserved.
Principles of Persuasive
Speaking
Focus on your audience
Identify with your audience
Secure a ‘yes’ response
Anticipate selective exposure
Use positive labeling
Ask for reasonable amounts of change
Provide social truth
Motivate your listeners with limited
choices
Copyright ©2012, 2009, 2006 Pearson Education, Inc. All rights reserved.
Persuasive Speeches on a
Question of Fact
Concern what is or is not true
Formulate a thesis on the basis of a
factual statement
Generate main points by asking:
– “How do you know this?”
– “Why would you believe this is true
(factual)?”
Copyright ©2012, 2009, 2006 Pearson Education, Inc. All rights reserved.
Persuasive Speeches on a
Question of Value
Good or bad, moral or
immoral, just or unjust
Generate main points
with questions
– Why is this good?
– Why is this immoral?
– Why is this justified?
Provide support through
research
Copyright ©2012, 2009, 2006 Pearson Education, Inc. All rights reserved.
Persuasive Speech on Question
of Policy
Urging your audience to do something
about an issue concern what should be
done, what procedures should be
adopted, what laws should be changed
Involve questions of values
Develop question of policy by asking
strategic questions
– “Why should the policy be adopted?”
– “Why should this policy be discontinued?”
– “Why is this policy better than what we now
have?”
Copyright ©2012, 2009, 2006 Pearson Education, Inc. All rights reserved.
Special Occasion Speeches
Speech to Secure Goodwill- to get the
audience to change their behavior
toward the person, product, or
company
Demonstrate the contributions that
deserve goodwill
Establish credibility
Don’t be obvious in asking for goodwill
Copyright ©2012, 2009, 2006 Pearson Education, Inc. All rights reserved.
Special Occasion Speeches
The Commencement Speech-to
congratulate and inspire the recent
graduates
Organize the speech in a temporal pattern
Do your research
Be brief
Congratulate the graduates, parents, and
instructors
Offer the graduates a motivational message
Offer good wishes to the graduates
Copyright ©2012, 2009, 2006 Pearson Education, Inc. All rights reserved.
Special Occasion Speeches
The Speech of Inspiration- to inspire,
to raise the spirits of an audience
Demonstrate your oneness with the
audience
Demonstrate your own intense
involvement
Stress emotional appeals
Stress the positive
Copyright ©2012, 2009, 2006 Pearson Education, Inc. All rights reserved.
Knowledge to Action
How can
understanding the
principles of
persuasion help one to
critically evaluate the
messages they
receive?
Copyright ©2012, 2009, 2006 Pearson Education, Inc. All rights reserved.