Persuasive Speech Analysis

1. Persuasive Speech Analysis

2. Speeches • Speeches are written to be spoken in real time. • Words are not to be read but to be heard -sounds are important too! • The audience cannot “rewind”- therefore, key points of the speech must be very clearly expressed • Strategies to ensure the audience can remember the message are important!

3. Genre Conventions • Attention grabbing opening • Clarity of structure –so the audience can follow the speaker’s points • Clear, memorable messagessince the audience cannot re-read it • Powerful and engaging, but audience-friendly vocabulary + imagery • Repetition of words, phrases, sentences • Appropriate tone and formality level adapted to subject and audience • Memorable ending

4. Analysing the Argument • Claim: the X that the sender wants to convince someone about • Data: the reasons used to support the claim • Warrant: the further developed reasons given to support the data

5. Analysing the Argument • Children are overweight. They drink a lot of soft drinks. Soft drinks contain lots of sugar. If you consume large amounts of food with a high sugar content, there is an increased risk of becoming overweight. • Claim: Children are overweight. • Data: They drink a lot of soft drinks. • Warrant: Soft drinks contain lots of sugar. If you consume large amounts sugar, there is an increased risk of becoming overweight. • (The warrant is what establishes a plausible connection between claim and data.)

6. Analysing the Argument • Is the argument valid? • Is the claim backed up by data + a warrant? • Is the data true or believable? • Is there a logical connection between the claim + data? (the warrant)

7. Structure The opening • How does the speaker ‘connect’ with the audience? The body • Try to divide the speech into main points. Conclusion • How does the speaker make the ending memorable?

8. Analysing Appeals Logos • appeal to reason+ intellect matter-of-fact, objective, neutral Ethos • charisma, trustworthiness, integrity Pathos • feelings, word choice, figures of speech

9. Analysing the Language Style Informative • Focus on content, factual information, the outside world. • Markers: factual, logos appeals, neutral words Expressive • Focus on the sender (attitude, feelings, character) • Markers: e.g. personal pronun (I), adjectives, pathos, ethos Directive • Focus on the receiver (what to think or do) • Markers: imperative, pathos, inclusive ‘we’, direct address

10. Level of Formality Highly formal Archiacdiction Many specific words Complex syntax Neutral Standard diction Few specific words Informal Colloquial language Spoken language Slang

11. Tone • Tone is closely connected with formality level • Is the tone : Lofty, grand, solemn, elevated, serious, deploring, despondent, alarming, engaging, motivated, eloquent, idealistic, youthful, ironic, sarcastic or? • How is the tone created? Sounds, word choice, facial expressions? Etc…

12. Persuasive Techniques • Repetition: emphasis and helps audience to focus on the main message • Metaphor • Simile • Personification • Allusion • Figures of Speech traditional yet powerful + often a strong source of emotional persuasion Very popular to make sure people get the point and to create redundancy • Antithesis: ‘right vs. wrong’ creates a strong contrast

13. Analysis of Sounds • Alliteration • Assonance • Consonance • EFFECT: puts emphasis on certain words through sound pictures, slowing down the reading/listening/speaking pace.

14. Writing About Speeches • Don’t just list the structures/techniques • EXPLAIN HOW they serve the speaker’s purpose and affect the audience