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CHAPTER 14
PERSUASIVE SPEAKING
CHAPTER SUMMARY
Building on the logical reasoning process established in the previous chapter, Chapter
14 focuses on how to organize those rhetorical appeals into persuasive speeches that
are both effective and ethical.
CHAPTER OUTLINE
Introduction (p. 252): To create an effective persuasive speech, you need to understand
where the audience stands on your topic, phrase a proposition (persuasive speech
goal), choose a suitable organizational framework, and evaluate (if necessary) and/or
revise based on ethical guidelines for persuasive speeches.
I. Persuasive speech goals (p. 252). A proposition is a declarative sentence that
clearly indicates the position you advocate.
A. Types of propositions
1.
A proposition of fact is a statement designed to convince your
2.
A proposition of value is a statement designed to convince the
B. Tailoring propositions to your target audience: the group of people you
most want to persuade.
1.
Tailoring your speech for an “opposed” target audience.
a.
When your target audience is opposed, it is unrealistic to believe
2.
Tailoring your speech for a “no opinion” target audience.
a.
If they are uninformed, they don’t know enough about the topic
to form an opinion.
3.
Tailoring your speech for an “in favor” target audience.
a.
When your target audience is in favor, your task is to reinforce
reinforcing audience’s belief or attitude, you will give a speech to convince. If
your proposition focuses on encouraging your audience to take action, you will
give a speech to actuate (p. 256).
A. Speeches to convince.
2.
Comparative advantage: an organization that shows that a proposed
change has more value than any of the alternatives.
B. Speeches to actuate.
1.
Problem-solution: this pattern explains the nature of a problem and
2.
Problem-cause-solution: a persuasive pattern that examines a
problem, its causes, and the solutions designed to alleviate the
underlying causes.
3.
Motivated sequence: a persuasive organization that combines
problem-solution pattern with explicit appeals designed to motivate the
audience to act.
a.
The attention step is an introduction that piques the audience’s
III. Ethical guidelines for persuasive speeches (p. 263).
A. Ethical persuasive speeches advocate the genuine beliefs of the speaker.
LECTURE IDEAS
1.
By far, the speech most dependent on audience analysis and adaptation is the
persuasive appeal. The speaker must understand the audience to such a degree
that he/she can motivate the audience to action, or affect its belief system. In his
2.
Current is a newspaper that discusses public broadcasting, and related issues, in
the United States. The Gray Page, at http://current.org/files/archive-
3.
Bring examples to class of emotional appeals that have been used in a public
setting. Include both positive and negative emotions. These could be from the news
DISCUSSION QUESTIONS
1.
Most professional organizations have their own code of ethics. Why are they so
important? If most organizations have ethical guidelines, why then are they
continually stressed?
2.
Is it ethical to use negative emotion in a persuasive appeal? Is it right to use
3.
What, if any, are the differences between persuasion in advertising and persuasion
in political speech making? What are the similarities? How does trust relate to each
of these? Which is usually more successful, persuasion in advertising or in political
speeches? Why?
CLASS ACTIVITIES
Activity 14.1: Motivation in Print
This activity is designed to help students identify instances of persuasion in their
everyday lives, using both emotional appeals and appeals to basic needs. Provide
students with a number of magazine ads. In groups, have students discuss the following
prompts using the provided ads. Students should be prepared to share their findings
with the class.
Discussion of Persuasion in Print
What basic appeals to need are being used?
Activity 14.2: Reprint!
Divide students into groups and issue each an ad. The groups must evaluate the ad in
Activity 14.3: Selling What You Can (Impromptu)
Using either a cost/reward strategy or basic needs strategy, have each student select
Activity 14.4: Please! (Impromptu)
This activity combines emotional appeals and incentives as a method of persuasion.
Individually, students must convince the class of why he/she is most deserving of a
Activity 14.5: Determining Persuasive Organization
Show one of the video recordings of a persuasive speech available on the MindTap
Challenge. After showing the video, ask the students to determine the type of appeal
GLOSSARY OF KEY TERMS
action step: the conclusion
criteria satisfaction: an indirect organization that seeks audience agreement on criteria
that should be considered when evaluating a proposition and then shows how the
proposition satisfies those criteria
incremental change: attempting to move your audience only a small degree in your
direction
motivated sequence: a persuasive organization that combines a problem-solution
pattern with explicit appeals designed to motivate the audience to act
problem-solution: persuasive pattern that reveals the nature of a problem and
purposes a solution
proposition: a declarative sentence that clearly indicates the position the speaker will
advocate
refutative: an organization that persuades by both challenging the opposing position
and bolstering one’s own
satisfaction step: explains the proposed solution to the problem
speeches to actuate: a speech designed to incite action
speeches to convince: a speech designed to seek agreement about a belief, value, or
attitude
TEST QUESTIONS
CHAPTER 14
Multiple Choice
1.
A declarative sentence that clearly indicates the position the speaker will advocate is
called a(n) .
a.
attitude
b.
opinion
c.
proposition
d.
ideas
2.
A target audience that is uninterested in, unconcerned about, or indifferent toward a
topic is called .
a.
in favor of
b.
neutral
c.
apathetic
d.
opposed to
ANS: c SEE PAGE 255
3.
A statement designed to convince your audience that something is or is not true, or
will or will not occur is called a(n):
a.
proposition of fact
b.
proposition of value
c.
proposition of policy
d.
proposition of belief
4.
"I want to convince the audience that teachers should have to take and pass the
same tests as public school children" is an example of a .
a.
proposition of fact
b.
proposition of value
c.
proposition of policy
d.
proposition of belief
5.
The group of people you most want to persuade, which usually cluster around a
point on a sample opinion continuum, is called the .
a.
neutral audience
b.
persuasion focus group
c.
audience
d.
target audience
6.
When facing an audience that is opposed to your perspective, you should seek
, or movement of small degrees in your direction.
a.
incremental change
b.
minuscule change
c.
monumental change
d.
attitudinal change
7.
A straightforward organization in which the best-supported reasons are presented in
a meaningful order is called a(n):
a.
speech to convince
b.
speech to actuate
c.
uninformed audience
d.
statement of reasons
8.
A speech containing the assumption that there is a problem that audience members
can help solve by taking certain actions is called a:
a.
speech to convince
b.
statement of reasons
c.
speech to actuate
d.
persuasive speech
9.
This type of pattern reveals the nature of a problem and proposes a solution.
a.
problem-solution pattern
b.
problem-cause-solution pattern
c.
motivated step
d.
motivated sequence
10.
The speech pattern which arranges main points according to opposing arguments
and then both challenges those arguments and bolsters your own is called:
a.
problem-solution pattern
b.
problem-cause-solution pattern
c.
refutative pattern
d.
statement of reasons
11.
“Smoking cigarettes will damage your lungs beyond repair” is a proposition of
.
a.
incremental change
b.
value
c.
policy
d.
apathy
12.
An audience that does not know enough about a topic to have formed an opinion is
called:
a.
neutral
b.
apathetic
c.
proposition of policy
d.
in favor
13.
A speech designed to seek agreement about a belief, value, or attitude is called
a(n):
a.
speech to convince
b.
speech to actuate
c.
opposition of speech
d.
statement of reasons
14.
The following is an ethical guideline for persuasive speeches:
a.
ethical persuasive speeches advocate the genuine beliefs of the speaker
b.
ethical persuasive speeches provide choice
c.
ethical persuasive speeches use representative supporting information
d.
all of these
15.
A persuasive organization that combines a problem–solution pattern with explicit
appeals designed to motivate the audience to act is called a(n):
a.
attention step
b.
need step
c.
motivated sequence
d.
satisfaction step
16.
All of the following are organizational frameworks of speeches to actuate EXCEPT:
a.
motivated sequence
b.
problem-solution
c.
problem-cause-solution
d.
statement of reasons
17.
The step is responsible for reviewing the main ideas and emphasizing
the action being advocated in the speech.
a.
attention
b.
satisfaction
c.
action
d.
visualization
18.
The step allows the audience to imagine what will happen if the
speaker’s plan is implemented and is successful.
a.
attention
b.
satisfaction
c.
action
d.
visualization
19.
The step explores the nature of the problem and why something
needs to change.
a.
attention
b.
need
c.
action
d.
visualization
ANS: b SEE PAGE 260
20.
The step piques the audience’s curiosity, identifies the goal, and
previews main points.
a.
attention
b.
satisfaction
c.
action
d.
visualization step
ANS: a SEE PAGE 260
True-False
21.
T F It is realistic to believe you will be able to change your target audience’s
attitude from “opposed” to “favor” in one speech.
22.
T F If a neutral audience is uninformed about your topic, you need to provide
basic information before you try to persuade them.
23.
T F When you are speaking to an audience that is in favor of your topic you
should try to motivate them to action.
24.
T F Persuasive speech goals are stated as propositions, which clearly indicate
the position the speaker will advocate.
25.
T F A proposition of policy is a statement designed to convince your audience
that they should take a specific course of action.
26.
T F If an audience is apathetic to your topic, you should find another topic.
27.
T F The problem-solution organizational pattern usually has three main points, to
present the solution, to examine the problem, and suggest what action to
take.
28.
T F A criteria satisfaction framework helps to organize main points
by challenging opposing arguments.
29.
T F The need step is essentially the introduction of your speech.
30.
T F The visualization step asks the audience to imagine the future if your
proposed solution is implemented successfully, as well as if your
proposal is not adopted.
ADDITIONAL RESOURCES
Chang, C. (2002). Self-congruency as a cue in different advertising-
processing contexts. Communication Research, 29(5), 503–538.
Lyttle, J. (2001). The effectiveness of humor in persuasion: The case of
business ethics training. Journal of General Psychology, 128(2), 206–
217.
Spears, L. A. (2002). Persuasive techniques used in fundraising messages.
Journal of Technical Writing and Communication, 32(3), 245.
