Ch. 16 Persuasive speech
receptive audience
already knows something about your topic and is generally supportive of, or open to, the point your are trying to make.
warrant
an often unstated general connection
Monroe's Motivated Sequence
an organizaitonal pattern that attempts to convince the audience to respond to a need that is delineated in the speech
propositions of policy
ask the speaker to advocate for an appropriate course of action
claim
assertion that your want the audience to accept
steps of Monroe's Motivated Sequence
attention, need, satisfactory, visualization, action appeal
how to provide foundational support for the claim
by offering examples, statistics, testimony, or other information which further substantiates the argument
refutation pattern of arrangement
can be engaged to persuade audience members that your side of the argument is better or more accurate
three common elements of basic arguments
claim, data, warrant
neutral audience
not passionate about the topic or the speaker, often because they don't have enough information or because they are not aware that they should be concerned
data
preliminary evidence on which the claim is based
propositions of value
proposition judging the relative worth of something
backing for the claim
provides foundational support for the claim
different types of audiences
receptive, neutral, hostile
causal pattern
similar to a problem-solution speech, describe a general cause and a specific effect, first address some cause and then share what effects resulted
hostile audience
take issue with your topic or with you as a speaker
how to make an assertion that requires a logical leap based on the available evidence
use basic arguments, strengthen the basic arguments with backing for the claim
strategies to appeal to pathos
use clear examples that illustrate your points
how can illustrations be crafted
verbally, nonverbally, visually
inductive reasoning
move from specific examples to a more general claim
process of propositions of policy
1. describing the status quo 2. offer your proposal for a preferable course of action 3. demonstrate that your proposed policy will have more benefits than costs
appeal to receptive audience
1. foster identification with them 2. offer a clear statement of purpose and tell the audience what you would like them to do in response to your message
how to foster identification with receptive audience
1. highlighting things you have in common 2. relate to the audience and demonstrate that your share a common concern
steps of persuading hostile audience
1. if the audience is not likely to agree with your proposition, wait until later in the speech to offer it 2. identify areas of agreement 3. offer your proposition, as a way of addressing your shared goals 4. acknowledge reservations and demonstrate that you have given them ample consideration, showing that you understand and respect their opposing position is the most important step toward encouraging a hostile audience to at least hear you out
how to focus on the evidence you can offer in support of your proposition
1. make sure that your speech contains sufficient evidence to back up your proposition 2. take the time to interpret that evidence so that it makes sense to your audience 3. emphasize the relationship between your evidence and your proposition as well as its relevance to the audience
how to advance proposition of value
1. offer a clear set of criteria 2. offer evidence for your evaluation 3. apply the evidence to demonstrate that you have satisfied the evaluation criteria
steps of refutation pattern of arrangement
1. signaling the argument to which you are responding 2. stating your own argument 3. providing justification or evidence for your side of the argument 4. summarizing your response
Direct Method Pattern
A speech designed to present a claim with a list of several supporting pieces of data.
what to do if neutral audience are simply more concerned about the topic or more inclined to consider the behavior change you are advocating
consider offering resources for more information, offer few minor steps they can take when they are ready
goal of Direct Method Pattern
convince your audience to adopt a particular idea
pathos
draws on the emotions, sympathies, and prejudices of the audience to appeal to their non-rational side
What to do to appeal to ethos
dress appropriately, work to appear confident, but not arrogant, be sure to maintain enthusiasm about the speech, give great attention to crafting of your opening sentences
When is causal pattern of persuasive speech arrangement effective
effective when the speaker wants to convince their audience of the relationship between two things
ethos
establish credibility with the audience by appearing to have good moral character, common sense, and concern for the audience's well-being
causally arrangement
examine related events to determine which one caused the other(may begin with a cause and attempt to determine its effect)
types of persuasive speeches
fact, value, policy
how do advance proposition of fact
focus on the evidence you can offer in support of your proposition
propositions of fact
focus on whether or not something exists
challenge of persuading neutral audience
foster their interest in your proposition
how to foster neutral audience's interest in your proposition
gaining their attention by offering a story or statistic that relates the topic directly to the dominant demographic in the audience/someone they care about
why offer a clear statement of purpose and tell the audience what you would like them to do in response to your message
having them act on your message before leaving reinforces their already favorable response to what you are asking
arrangement of elements of basic argument
inductively, deductively, causally
logos
logical means of proving an argument
primary goal of persuading hostile audience
make them listen what you gonna say
what to do to appeal to logos
making an assertion that requires a logical leap based on the available evidence
deductive reasoning
move from general principle to a claim regarding a specific instance
