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Explain the concept of the target audience and its role in persuasive speaking

The portion of the whole audience that the speaker most wants to persuade

Explain how to use examples effectively in a speech

Use examples to clarify ideas Use examples to reinforce your ideas Use examples to personalize your ideas Make ex. Vivid and rich Practice delivery to enhance extended examples

Explain why speaking to persuade is especially challenging

-Objective is more ambitious -Audience analysis and adaptation become more demanding ----Making sure your goals are ethically sound and that you use ethical methods to communicate your ideas -Deal with controversial topic that touch on listeners' basic attitudes, values and beliefs ----Audience may resist persuasion

Explain the difference between passive agreement and immediate action as goals for persuasive speeches on questions of policy

-Passive agreement The speaker's goal is to convince the audience that a given policy is desirable without encouraging the audience to take action in support of the policy -Example There should be stricter safety standards on amusement park rides The US patent system should be overhauled so as to promote innovation -Immediate action The speaker's goal is to convince the audience to take action in support of a given policy -Example To participate in alternate spring break To give time to Big Brothers or Big Sisters To establish retirement accounts early in their careers

Describe three methods a speaker can use to generate emotional appeal

-Use emotional language Emotion-laden words, words with strong emotional power to produce the desired effect -Example Glittering dreams, betrayed, sacred duty, American dream -Develop vivid examples Vivid, richly textured examples -Speak with sincerity and conviction --Feel the emotions yourself as a speaker ----Emotions will communicate itself to the audience through everything you say and do --------Ex. Tone, rate, gestures, expressions

Identify the major demographic and situational traits of audiences and explain their importance to audience analysis

Age Gender Religion Sexual orientation Racial, ethnic, and cultural background Group membership

Explain how a speaker can adapt to the audience while preparing the speech and delivering the speech

-Before: --Assessing how your audience is likely to respond to what you say in your speech --Adjusting what you say to make it as clear, appropriate, and convincing as possible -During --Find another way to present vis aids --Modify intro --Adjust delivery --Condense speech --Keep eye out for audience feedback

Describe and differentiate among the three types of examples

-Brief A specific case referred to in passing to illustrate a point -Extended A story, narrative, or anecdote developed at some length to illustrate a point -Hypothetical An example that describes an imaginary or fictitious situation

Discuss the use of audience-analysis questionnaires, including the three basic types of questions and guidelines for effective use of questionnaires

-Consists of 2 steps: ---Identifying the general demographic features of your audience ' ---Gauging an importance of those features to a specific speaking situation -Questions: --Fixed alternative: offer a fixed choice between 2+ responses --Scale questions: resemble fixed, but allow more leeway in responding --Open ended: give max leeway to respond , not getting info needed -Guidelines: --Plan the questionnaire carefully to elicit precisely the info you need --Use all 3 types of questions-fix alternative, scale, open ended --Make sure the questions are clear and unambiguous --Keep questionnaire brief

Describe credibility, the two primary factors which affect it, the three types of credibility, and the three ways a speaker can enhance credibility

-Credibility The audience's perception of whether a speaker is qualified to speak on a given topic -Two primary factors that influence a speaker's credibility --Competence How an audience regards a speaker's intelligence, expertise, and knowledge of the subject --Character How an audience regards a speaker's sincerity, trustworthiness, and concern for the well-being of the audience -Types of credibility --Initial The credibility of the speaker before she or he starts to speak --Derived The credibility of the speaker produced by everything she or he says and does during the speech itself --Terminal The credibility of the speaker at the end of the speech -Enhancing Your Credibility --Explain your competence By advertising your expertise on the speech topic --Establish common ground with your audience The speaker connects himself or herself with the values, attitudes, or experiences of the audience --Deliver your speeches fluently, expressively, and with conviction

Discuss evidence: what it is, why persuasive speakers need to use it, and what strategies a speaker should follow to use evidence effectively

-Evidence Supporting materials used to prove or disprove something Justifies the speaker's claims -Tips for Using evidence --Use specific evidence State it in specific rather than general terms --Use novel evidence New evidence to the audience --Use evidence from credible sources Evidence from competent, credible sources are more persuasive than evidence from less qualified sources --Make clear the point of your evidence ---Do not count on listeners to draw the conclusion you want them to reach ---Logos Logical appeal of a speaker Evidence and reasoning

List and differentiate among the three major kinds of supporting materials

-Examples Brief ex: a specific case referred to and passing to illustrate a point Extended ex: A story, narrative, or anecdote developed at some length to illustrate a point Hypothetical ex: an example that describes an imaginary/fictitious situation -Statistics Tips Use stats to quantify Use stats sparingly Explain stats Round off Use visual aids -Testimony Expert testimony: testimony from people who are recognized experts in their field Peer testimony: Testimony from ordinary people with firsthand experience or insight on the topic

Discuss testimony; distinguish between peer testimony and expert testimony; explain the proper use of testimony in a speech

-Expert testimony: testimony from people who are recognized experts in their field -Peer testimony: Testimony from ordinary people with firsthand experience or insight on the topic -Tips: quote/paraphrase accurately Use testimony from qualified sources Use testimony from unbiased Identify people you quote from

Define, identify, and give examples of questions of fact, value, and policy; give an example of a specific purpose statement for each

-Fact A question about the truth or falsity of an assertion -Example William Shakespeare did not write the plays attributed to him To persuade my audience that An earthquake of 9.0 or higher will hit California in the next ten years -Value A question about the worth, rightness, morality, and so forth of an idea or action -Example Bicycle riding is the ideal form of land transportation -Policy A question about whether a specific course of action should or should not be taken -Example What measures should be taken to protect people's privacy online? Should the electoral college be abolished? What steps should be taken to reduce erosion of America's coastlines?

Explain why speakers must be audience-centered, and what it means to say that audiences are egocentric

-Gain a desired response from listeners -Adapt your message to the goals , values and attitudes to your audience -Questions: ---To whom am I speaking ---What do I want them to know, believe, or do as a result of my speech? ---What is the most effective way of composing/presenting my speech to accomplish that aim. -Egocentric They pay close attention to the messages that affect their own values, beliefs, and well being.

Identify and describe the eight major logical fallacies which speakers should guard against

-Hasty generalization A speaker jumps to a general conclusion on the basis of insufficient evidence -Example Throughout american history, military leaders have always made excellent presidents. Look at the examples of George Washington, Andrew Jackson, and Dwight Eisenhower -False Cause A speaker mistakenly assumes that because one event follows another, the first event is the cause of the second -Example When a team from the NFC wins the Super Bowl, economic growth during the next recent year is stronger than when a team from the AFC wins the Super Bowl. Therefore, if we want economic growth, we should root for a team from the NFC to win this year's Super Bowl -Invalid Analogy An analogy in which the two cases being compared are not essentially alike -Example Employees are like nails. Just as nails must be hit on the head to get them to work, so must employees -Bandwagon A fallacy which assumes that because something is popular, it is therefore good, correct or desirable -Example The governor must be correct in his approach to social policy; after all, the polls show that 60 percent of the people support him -Red Herring A fallacy that introduces an irrelevant issue to divert attention from the subject under discussion -Example How dare my opponents accuse me of political corruption at a time when we are working to improve the quality of life for all people in the US -Ad hominem A fallacy that attacks the person rather than dealing with the real issue in dispute -Example The head of the commerce commission has a number of interesting economic proposals, but let's not forget that she comes from a very wealthy family -Either-or A fallacy that forces listeners to choose between two alternatives when more than two alternatives exist -Example The government must either raise taxes or eliminate services for the poor -Slippery Slope A fallacy which assumes that taking a first step will lead to a subsequent steps that cannot be prevented -Example Now that the TSA is allowed to use full body scanners and invasive pat downs before letting us through security, it's only a matter of time before they strip-search every man, woman and child who wants to fly on a plane -Appeal to tradition A fallacy which assumes that something old is automatically better than something new -Example I don't see any reason to abolish the electoral college. It has been around since the adoption of the US Constitution in 1787, and we should keep it as long as the US continues to exist -Appeal to Novelty A fallacy which assumes that something new is automatically better than something old -Example Our church should adopt the 2011 New International Version of the Bible because it is 400 years newer than the King James Version

Explain the differences between an informative speech and a persuasive

-Informative speaking aims to inform the audience about a specific topic -Persuasive speaking aims to persuade the audience to perform a certain action or convince the audience to adopt the belief or opinion of the speaker (advocate)

Differentiate among the mean, median, and mode

-Mean The average value of a group of numbers -Median The middle number in a group of numbers arranged from highest to lowest -Mode The number that occurs most frequently in a group of numbers

Explain what it means to say that audiences engage in a mental dialogue with speakers

-Must anticipate possible objections from the audience will raise to your point of view -Put yourself in the place of your audience and imagine how they will respond

Explain the basic issues of need, plan, and practically and their importance in persuasive speeches on question of policy

-Need Is there a serious problem or need that requires a change from current policy? -Burden of Proof: the obligation facing a persuasive speaker to prove that a change from current policy is necessary -Example Is there a need for more student parking on campus Is there a need for the school district to replace traditional textbooks with e-textbooks Is there a need for national ID card in the US -People are not inclined to adopt a new policy unless they are convinced that the old one is not working -Plan If there is a problem with current policy, does the speaker have a plan to solve the problem -Example What can we do to get more student parking on campus How much will e-textbooks cost? Who will pay for them? What devices will students use to read them? What information should be included on a national ID card? Who will be responsible for collecting the information and creating the cards? -Should identify the major features of the plan -Practically Will the speaker's plan solve the problem? Will it create new and more serious problems? -Example Building a multi-level parking garage on campus would provide more student parking but the cost would require a sharp increase in tuition Switching to e-textbooks would save the school district more money in the long run, but the initial investment would be costly at the time when the district's budget is already stretched thin A national ID card might be an easy way for people to verify their identity for security purposes, but it could also infringe on civil liberties and give the government too much personal information about individuals

Discuss the role of emotional appeals in persuasive speeches

-Pathos Intended to make listeners feel sad, angry, guilty, afraid, happy, proud, sympathetic, reverent, or the like -Fear Of serious illness, natural disasters, sexual assault, personal rejection, economic hardship -Compassion For war refugees, battered women, neglected animals, starving children, victims of AIDS -Pride In one's country, family, school, ethnic heritage, personal accomplishments -Anger At terrorists, business leaders who act unethically, members of Congress who abuse the public trust, landlords, thieves -Guilt Not helping people, not considering the rights of others -Reverence For an admired person, traditions and institutions, for one's deity

Discuss Monroe's motivated sequence; identify the five steps, and explain why this organizational method is considered particularly valuable

-Preferred because it is more detailed than problem-solution Follows process of human thinking and leads the listener step by step to the desired action -Attention Relating to the audience Showing importance of topic Startling statement Arousing curiosity Posing a question Telling a story Visual aids -Need Show there is a serious problem with supporting materials -Satisfaction Providing a solution to the problem Present a plan and show how it will work -Visualization Visualizing its benefits Vivid imagery to show how they will profit from your policy and see how much better conditions will be once your plan is adopted -Action Say what you want the audience to do and how to do it

Identify and discuss the four methods of organization used most often in persuasive speeches on questions of policy

-Problem-Solution Order First main point deals with the existence of a problem Second main point presents a solution to the problem -Problem-Cause-Solution Order 1st main point identifies a problem 2nd main point analyzes the causes of the problem 3rd main point presents a solution to the problem -Comparative Advantages Order Each main point explains why a speaker's solution to a problem is preferable to other proposed solutions

Identify, apply, and evaluate the use of the four basic methods of reasoning

-Reasoning from specific instances Reasoning that moves from particular facts to a general conclusion -Example My physical education course last term was easy My roommate's physical education course was easy My brother's physical education course was easy Conclusion: physical education courses are easy -Reasoning from principle Reasoning that moves from a general principle to a specific conclusion Opposite of reasoning from specific instances -Example All people are mortal Socrates is a person Therefore socrates is mortal -Causal Reasoning Reasoning that seeks to establish the relationships between causes and effects -Example Because that patch of ice was there, I fell and broke my arm -Analogical reasoning Reasoning in which a speaker compares two similar cases and infers what is true for the first case to also be true for the second -Example If you are good at tennis, you will probably be good at ping pong

Discuss the use of statistics in speeches, including the three questions to ask in judging their reliability (representative? Measures used correctly? From a reliable source?)

-Stats representative? Race, sample size, occupation -Stats measured correctly Mean-average Median-middle # Mode-most frequent Stats from reliable source

Situational traits of audiences

Size - no matter what size group you are addressing, bear in mind one basic principle: the larger the audience, the more formal your presentation must be. Physical setting - any adverse conditions can seriously impair your audience's willingness to accept your ideas or even listen to you at all. Disposition toward the topic: Interest, Knowledge Attitude Disposition toward the speaker - the more competent listeners believe a speaker to be, the more likely they are to accept what he or she says / the more likely they are to respond positively to that speaker's message. Disposition toward the occasion - no matter what the situation, listeners have fairly definite ideas about the speeches they consider appropriate. Speakers who seriously violate those expectations can almost always count on infuriating the audience.