Chapter 15

1. Chapter 15 Speaking to Persuade

2.  Introduction • What have you done this morning? • Did you persuade? How? • Persuasive Speech: A speech designed to change or reinforce the audience’s beliefs or actions • Persuasion, as a form of communication, has been studied for the past 2,000 years • Famous examples? • Cuban missile crisis: Adlai Stevenson • Colin Powell? • Civil Rights: Martin Luther King • I have taken three classes in it—I teach one; there are still things I am learning about it

3. Introduction (cont’d) • When you speak to persuade, you act as an advocate. Potential Goals? • Defend an idea • Refute an opponent – politics • Sell a program/product – orange clean • Inspire to action (although this will be next time) • You will learn a systematic process in this class • The major type of persuasive speeches we will deal with include: • Fact • Value • Policy

4. But first… The Psychology of Persuasion • Persuasion always occurs in a situation where two or more points of view exist • These perspectives may be polar or just differ by degrees • The difference of opinion produces the need for persuasion • Group projects? My next EGRATS study.

5. The challenge of Persuasive Speaking • Persuasion is the most complex and challenging form of public speaking. • This is why you didn’t start with the persuasive speech • Topics can often be controversial • People resist messages that challenge their attitudes, values and beliefs • Resistance can make your job more difficult • Some audiences will never agree with you, regardless of your level of confidence, preparation and evidence • Be realistic in your expectations • Do not expect to convince people to forgo their previously held perspective • Set your goal to make a few people reconsider their position • Remember that magnitude, not only valence, can be persuasion

6. The challenge of Persuasive Speaking (cont’d) • Audience feedback and prior analysis are KEY • You must know where your audience stands prior to your speech • You must pay attention to feedback during your speech so you can adapt • EYE CONTACT IS ABSOLUTELY NECESSARY • You should have many examples in storage, in case the audience isn’t buying an argument • Above all, realize: Persuasion is all about Strategy

7. How Listeners process persuasive Messages • Persuasion is something speakers do with an audience • The audience won’t be actively participating in the discussion • The audience will be actively participating by influencing your need to clarify points

8. How Listeners process persuasive Messages (cont’d) • Mental dialogue with the audience • The mental give-and-take between speaker and listener during a persuasive speech • Audience assesses: • Credibility, delivery, supporting materials, language, reasoning, and emotional appeals • Mental dialogue is most “vigorous” when the topic is very relevant to the audience members • You must anticipate audience concerns • Put yourself in their perspective • Sometimes the best strategy is to let them counter-argue for a couple of seconds, then knowingly address that point

9. The Target Audience • The portion of the whole audience that the speaker most wants to persuade • Concentrating on a target audience does not mean that you ignore or insult the rest • Consider advertising • Some examples of ad campaigns—who do they relate to; who is the target audience? • Beer – meta analysis and teens • Advertising firms use the same strategies we presented in chapter 5 • Survey – this is almost a requirement • Questionnaires • Interviews

10. Persuasive Speeches on Questions of Fact • What are questions of Fact? • Questions about the truth or falsity of an assertion • Some have definite answers (Bo-ring) • Who are the two teams in the world series? How many seconds are there in an hour? • Typically these answers can be found in reference material • Some are more indefinite • Predictions of future trends? • The Year 2000 • Global catastrophe • Y2K computer bug • Terrorism • Inconclusive evidence (for ideas, watch Conspiracy Theory) • Who Shot JFK? • Can spy satellites really follow my car? • Is OJ innocent? • Do UFOs exist?

11. Persuasive Speeches on Questions of Fact (cont’d) • Questions of Fact only become persuasive in nature when the audience entertains serious doubts with respect to the answer

12. Analyzing Questions of Fact • Persuasive speeches on questions of fact can resemble informative speeches • However, informative speeches are non-partisan; persuasive speeches you should be taking a stand (partisan) • Your goal is to present the facts as persuasively as possible • Draw a conclusion, that is supported by your facts • Consider the need for courtroom trials: you are the lawyer in your closing argument • Organizing Speeches on Questions of Fact • Persuasive speeches on Questions of Fact are typically organized topically

13. Persuasive Speeches on Questions of Value • What are questions of Value? • Questions about the worth, rightness, morality, and so forth of an idea or action • Second Grade: “Whose dad is the best dad ever?” • Is the cloning of human beings morally justifiable? • What are the ethical responsibilities of journalists, teachers or public officials? • “Heroin Town” • Analyzing Questions of Value

14. Persuasive Speeches on Questions of Value(cont’d) • Questions of Value are not simply matters of personal opinion • I enjoy bicycle riding (uh… good for you…)vs. • Bicycle riding is the ideal form of land transportation • Similarly, the justification for your claim • Can NOT be: because I like it (I don’t care.) • Should be: evidence • First define “ideal form of land transportation” • Next relate the bicycle to each of the previous assertions • The evidence you provide becomes your standard by which you measure the claim against

15. Persuasive Speeches on Questions of Value(cont’d) • Organizing Speeches on Questions of Value • Persuasive speeches on questions of value are almost always organized topically

16. Persuasive Speeches on Questions of Policy • What are questions of Policy? (The best) • Questions about whether a specific course of action should or should not be taken • Should we institute online voting as legal for all elections? • Should commercial airline pilots be allowed to carry a gun? • Should UConn allow students, who already are paying tuition and fees, to park for free?

17. Persuasive Speeches on Questions of Policy (cont’d) • Types of Speeches on Questions of Policy • Two potential goals: Gain passive agreement or gain immediate action • Gain Passive Agreement (Persuasive Speech) • Often a consideration of passive vs. active voice • A persuasive speech in which 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 • Ex: To persuade my audience that affirmative-action programs should not be eliminated

18. Persuasive Speeches on Questions of Policy (cont’d) • Types of Speeches on Questions of Policy (cont’d) • Gain Immediate Action (Motivational Speech) • A persuasive speech in which the speaker’s goal is to convince the audience to take action in support of a given policy • Active vs. Passive voice • To persuade my audience to vote in favor of retaining affirmative action policies • Action reinforces belief • Research shows that people tend to forget messages after a few days • Long term change is difficult, but made easier through action

19. Persuasive Speeches on Questions of Policy (cont’d) • Analyzing Questions of Policy • Three basic issues to face in persuasion: Need, Plan, and Practicality • Need • The first basic issue in analyzing a question of policy • Is there a serious problem or need that requires a change from current policy? • If it ain’t broke • Burden of Proof • The obligation facing a persuasive speaker to prove that a change from current policy is necessary

20. Persuasive Speeches on Questions of Policy (cont’d) • Analyzing Questions of Policy (cont’d) • Plan • The second basic issue in analyzing a question of policy • If there is a problem with current policy, does the speaker have a plan to solve the problem? • Note: In class, you won’t have time to give a detailed discussion, just briefly cover its main features • Practicality • The third basic issue in analyzing a question of policy • Will the speaker’s plan solve the problem? • Will it create new and more serious problems? • You must be able to demonstrate that your solution will yield a better result than the current one

21. Organizing Speeches on Questions of Policy • Problem – Solution Order • Recall: The first main point deals with the existence of a problem • Recall: The second point presents a solution • Problem – Cause – Solution Variant • First: Problem • Second: Causes of the Problem • Third: Proposed solution • Comparative Advantages Order • Each main point explains why a speaker’s solution to a problem is preferable to other proposed solutions