Chapter 14: The Persuasive Speech (Speech)

Uncertainty Avoidance Cultures

Cultures where people are uncomfortable with ambiguity and uncertainty (Ex. Japan, Greece, and Russia)

How can you stress your charisma?

Demonstrate a positive outlook

What are the three appeals?

Ethos, pathos, logos

When persuading an audience that holds different attitudes than you, you should anticipate selective exposure; to bypass this selective exposure, what should approach should you take?

First present your evidence and argument, and THEN your thesis so that no audience members don't tune you out from the start

What values should you emphasize with *collectivist* cultures?

Importance of family, loyalty, national identity and pride

What is something to reference to with *high-power distance* cultures?

Important figures and values they believe in

What values should you emphasize with *individualist* culture?

Independence, nonconformity, and uniqueness

What would *uncertainty avoidance* cultures prefer?

Information from experts and explanations that provide where to go for more information and guidance. Appeals to the past also work well.

How should a *question of policy* speech be organized?

It can be organized in a number of ways: cause and effect, comparison and contrast, or problem and solution

Abraham Maslow's Hierarchy of Needs

Maslow's pyramid of human needs; must satisfy levels below before reaching to next. 1. Physiological Needs (Food, water, air) 2. Safety Needs (Security, protection, stability) 3. Belonging and Love needs (Friendship, affection) 4. Self-Esteem Needs (Self-respect, status, fame) 5. Self-Actualization Needs (Self-fulfillment)

Persuasion serve three major goals: 1) To strengthen or weaken attitudes 2) To change attitudes, beliefs, or values 3)_______________

Motivate your audience to take action

_____________ is the process of ______________ another person's attitudes, belief, values, and/or behaviors.

Persuasion; influencing

Fallacies from an argument

Persuasive tactics that have the feel of real arguments and seem to involve logical reasoning, but are actually logically unsound and misleading

What are the three types of speech?

Questions of *facts, value, and policy*

What is something that *low-power distance* cultures would prefer?

References to or testimonials from people similar to your audience

Maslow's hierachy of human needs includes 5 levels: 1. Physiological 2. _________________ 3. Belonging and Love 4.________________ 5. Self-Actualization

Safety; self-esteem

What are some actions that you can persuade you audience to do?

Support a politician, vote for a certain preposition, or join an organization

Credibility

The degree to which your audience regards you as a believable spokesperson

What kind of organization do question of fact persuasive speeches use?

Topical organization so that each reason is given approximately equal weight

How should a *question of value* speech be organized?

Topically, where you go from the least to the most divisive issue.

The larger the group you want your conclusion to cover, the greater the number of specific instances you should examine. (True/False)

True, it makes your argument more valid with a larger amount of support

Reasoning from Sign

Using an observable mark or sign as proof for the existence of a state of affairs

What will be the first step of preparing a persuasive speech?

Visualizing your audience

What is "negative persuasion"?

When you move your audience in the opposite side of your goal

Logical Appeals

You argue on the basis of logic, supported by reliable facts and evidence

Reasoning from Specific Instances

You examine several specific instances and then conclude something about the whole; also known as *induction*

Character

Your listener's level of trust in you and how honest they perceive you to be; stress fairness to establish a moral character

When you have very limited time to present a persuasive speech. the best strategy to moving your audience toward your position is to

a. Ask for small changes in beliefs, values and/or behaviors

If you argue that smoking in public places should be banned because cancer can result from breathing 2nd hand smoke, which type of arguments are you using?

a. Cause and effect

Persuasion is best defined as the process of

a. Influencing another person's attitudes, beliefs, values and/ or behaviors

To demonstrate your character, you demonstrate

a. fairness

Arguing from logical appeals in persuasive speaking

b. Generally leads to more permanent commitment to your position and resistance to counterarguments

Credibility refers most closely to what we call

b. believability

In his persuasive speech, on eliminating the general education requirement at State U., Barry argues "I'be already taken two of the required fifteen courses, and believe me they were a waste of time." Barry's use of reasoning from a specific instances to a generalization is

c. Invalid because the number of specific instances isn't large enough or diverse enough

You can view persuasion a speech across a ______________.

continuum

To demonstrate charisma in a speech

d. All of the above

For a persuasive speech on a *question of fact*, you'll formulate a thesis based on a _______ ______________.

factual statement

Listeners demand a ________________________________ before making big changes such as changing careers, moving to another state, or committing to an investment strategy.

greater number of reasons and a lot more evidence

In a speech on questions of fact, you'd want to emphasize ________ support.

logical

The greater and more important the change you want to produce in your audience. the ______________ difficult your task will be.

more

Persuasion is the most effective when it strives for _______ changes and works over a period of time.

small

Speeches on *questions of value* will usually seek to _____________ audiences' existing attitudes, beliefs, or values.

strengthen

To demonstrate competence...

...show your listeners that you are knowledgeable and thoroughly familiar with your topic.

Questions of fact concern...

..what is or is not true, what does or does not exist, what did or did not happen.

*Question of value* concern...

..what people consider good or bad, moral or immoral, just or unjust.

Three main of using logical appeals:

1) Specific instances 2) Causes and effects 3) Sign

What is the motivated sequence?

1. Gain *attention* 2. Establish a *need* for change 3.Advance a proposal to *satisfy* the need 4. *Visualize* for the audience how things would be like if your proposal was established 5. Move them to *action*

What are the two parts of selective exposure?

1. Listeners actively seek out information that supports their opinions, beliefs, values, divisions and behaviors 2. Listeners actively avoid information that contradicts their existing opinions, beliefs, attitudes, values, decisions, and behaviors

10. In regard to supporting material for persuasive speech, logical appeals tend to have the most lasting effect. (T/F)

10. True

11. The selective exposure principle holds that listeners will expose themselves to high credibility sources more other than too low credibility sources. (T/F)

11. False

12. According to the text, appealing to an audience's self actualization need is the most common and effective emotional appeal a persuasive speaker can use. (T/F)

12. False

13. Perceptions of what constitutes the credibility of speakers tend to be consistent across cultures. (T/F)

13. False

9. Persuasive speakers may set as their goals to weaken their audience's existing values. (T/F)

9. True

Charisma

A combination of your personality and dynamism as seen by your audience

Collectivist cultures

A culture where the *group* is more important than the individual (Seen in China, Pakistan, and Guatemala)

Individualistic cultures

A culture where the *individual* is seen as more important than the group (Seen in the US, Sweden, and Canada)

Reasoning from Causes and Effects

A form of reasoning in which you conclude that certain effects are due to specific causes or that specific causes produce certain effects.

Questions of Policy

A question about whether a specific course of action should or should not be taken

Commencement speech

A special occasion speech designed to congratulate and inspire recent graduates

Goodwill speech

A special occasion speech in which the speaker seeks to make the image of a person, product, or company more positive.

Speech of Inspiration

A speech whose purpose is to inspire or motivate the audience to positively consider, reflect on, and sometimes even act on the speaker's words

Identification in persuasion refers to

A. Showing your audience that you share with them important beliefs, attitudes, and values

Examples of fallacies of logical appeals:

Appealing to authorities that are not reliable, bandwagon, involving the assumption that one event will lead to another event that everyone agrees would be undesirable (basically misleading the audience)

What would the *long-term orientation* cultures prefer?

Appeals to delayed future rewards such as the value of working hard to earn a promotion

Motivation/Emotional Appeals

Appeals to your listener's feelings, needs, desires, and wants

Short-Term Orientation Cultures

Cultures that emphasize *immediate* rewards (Ex. Puerto Rico, Ghana, and Egypt)

Long-Term Orientation Cultures

Cultures that emphasize long term future rewards (Ex. South Korea, China, Ukraine)

High-Power Distance Cultures

Cultures that tend to emphasize hierarchy, social position, and status differences (Seen in Malaysia, Philippines, and Mexico)

Low-Power Distance Cultures

Cultures that tend to see people as relatively equal and don't emphasize status differences (Seen in Norway, Ireland, and Austria)