Chapter 17 Speeches to Persuade. What is Persuasive Speaking? Asking an audience to “buy” something Asking an audience to “buy” something Products Products.

Chapter 17Chapter 17

Speeches to Speeches to PersuadePersuade

What is Persuasive What is Persuasive Speaking?Speaking?

Asking an audience to “buy” Asking an audience to “buy” somethingsomething ProductsProducts BeliefsBeliefs AttitudesAttitudes IdeasIdeas

Persuasive SpeakingPersuasive Speaking Induce audience to believe as Induce audience to believe as

you doyou do Influence audience to take Influence audience to take

actionaction Examples:Examples:

Going to a concertGoing to a concert More time for a projectMore time for a project Drinking and driving is Drinking and driving is

uncooluncool

Analyzing Your AudienceAnalyzing Your Audience

The audience The audience is never the is never the enemyenemy

Your main Your main purpose - get purpose - get as many as many supporters as supporters as possiblepossible

Four Types of AudiencesFour Types of Audiences

SupportiveSupportive: : FriendlyFriendly an audience that likes the an audience that likes the

speaker and what the speaker and what the speaker has to say. They are speaker has to say. They are willing to support and willing to support and promote thepromote the speaker’s speaker’s ideas.ideas.

Four Types of AudiencesFour Types of Audiences

UncommittedUncommitted: : NeutralNeutral An audience that is neutral An audience that is neutral

about the speaker’s topic.about the speaker’s topic.

Four Types of AudiencesFour Types of Audiences Indifferent:

Apathetic An audience that is

apathetic or disinterested in the speaker and his topic. They do not find the topic relevant.

Four Types of AudiencesFour Types of Audiences Opposed: Hostile An audience that is hostile An audience that is hostile

to the speaker and the to the speaker and the speaker’s topic.speaker’s topic.

More DefinitionsMore Definitions

Compromise- Compromise- a negotiation strategy a negotiation strategy in which each individual gives up in which each individual gives up something to meet in the middle.something to meet in the middle.

Disclaimer- Disclaimer- a speaker’s attempt to a speaker’s attempt to explain what is not to be inferred by explain what is not to be inferred by the speech, or an acknowledgment of the speech, or an acknowledgment of incomplete expertise on the subject.incomplete expertise on the subject.

More DefintionsMore Defintions

Ethos- Ethos- your listeners will buy your listeners will buy what you are selling them what you are selling them because they trust in you and because they trust in you and your credibility.your credibility.

Goodwill- Goodwill- a genuine interest a genuine interest or concern.or concern.

More DefinitionsMore Definitions

Reputation- Reputation- the way that a the way that a person is known to othersperson is known to others

Sincerity- Sincerity- the quality of the quality of being honesty and genuinebeing honesty and genuine

Competency- Competency- an ability to an ability to get something done.get something done.

More DefinitionsMore Definitions

Credentials- Credentials- qualificationsqualifications

Composure- Composure- a calm, a calm, controlled mannercontrolled manner

Three AppealsThree Appeals Logical:Logical:

Appeal to intellect with Appeal to intellect with reasoning and evidencereasoning and evidence

Provide proof: Specific Provide proof: Specific evidence or factsevidence or facts

Example: I have a perfect Example: I have a perfect driving record.driving record.

Three AppealsThree AppealsEmotional:

Appeal to feelings by aiming for the heart

Often stronger than logicExample: You’ve been so busy with work that I’d love to help you run errands.

Three AppealsThree Appeals Personal:

Appeal to audience’s trust with believability

Honesty, integrity, sincerity, competency, composure

Example: Have I ever let you down when it counts?

United ApproachUnited Approach

Using two or three of Using two or three of Aristotle’s appeals to Aristotle’s appeals to persuade an audiencepersuade an audience

Some people require Some people require different approachesdifferent approaches

Convince and motivate Convince and motivate others!others!

Name these appeals regarding Name these appeals regarding driving the new family cardriving the new family car::

““I have checked it out, and the I have checked it out, and the insurance would not go up much.”insurance would not go up much.” LogicalLogical

““I promise to always tell you the I promise to always tell you the truth about where I am going.”truth about where I am going.” PersonalPersonal

“ “When you were a kid, didn’t you When you were a kid, didn’t you want to be given some want to be given some responsibility, too?”responsibility, too?” EmotionalEmotional

““I would feel so proud for others I would feel so proud for others to see me in the new car!”to see me in the new car!” EmotionalEmotional

““The new car would be less likely The new car would be less likely to have engine problems.”to have engine problems.” LogicalLogical

““I will give you my word that I I will give you my word that I will be a responsible driver.”will be a responsible driver.” PersonalPersonal

Name these slogans and their appealsName these slogans and their appeals "You're in good hands with Allstate.""You're in good hands with Allstate."

ALLSTATE INSURANCEALLSTATE INSURANCEPersonalPersonal

““The quicker picker-upper.”The quicker picker-upper.” BOUNTYBOUNTY

LogicalLogical "M'm M'm Good.""M'm M'm Good."

CAMPBELL'S CONDENSED SOUPSCAMPBELL'S CONDENSED SOUPSEmotionalEmotional

"The milk chocolate melts in your mouth - "The milk chocolate melts in your mouth - not in your hand."not in your hand." M&Ms CANDYM&Ms CANDY

LogicalLogical "You deserve a break today.""You deserve a break today."

MCDONALD'SMCDONALD'SEmotionalEmotional

"Breakfast of Champions.""Breakfast of Champions." WHEATIES CEREALWHEATIES CEREAL

PersonalPersonal