Introduction to Persuasive Speaking Part 2: Persuasion & Reasoning John E. Clayton Nanjung University, Spring, 2004.

Introduction to Persuasive Speaking

Part 2:

Persuasion & Reasoning

John E. Clayton

Nanjung University, Spring, 2004

What is Persuasion?

Motivating an audience, through communication, to voluntarily change a belief, attitude, or behavior.

Four Keys to Effective Persuasion

What you say must… • be Credible (trustworthy; sincere)

• be Reasonable (logical)

• have proper Emotion

• have Audience Involvement

Qualities of Persuasion

Not Coercive “You can lead a horse to water, but you can’t make him drink”

(you can convince them to change -- but you can't make them change)

IncrementalGradual in impact

Three Reasons People Believe

Ethos – Credibility & character of the speaker

Pathos - emotional reasons

Logos - logical reasons

Ethos (character)

We are more likely to believe the words of people

we think are good and ethical.

Ethos (character)Good will toward listeners- Common items between you & listeners- Respect for listeners' attitudes, experiences- Show that what you're saying will benefit them

Expertise- Provide strong support for your claims- Demonstrate personal knowledge

Trustworthiness- Be ethical in using supporting materials- Fairly address other points of view

Pathos (emotion)

we are more likely to believe the words of people who stir our emotions

Pathos (emotion)Personalize the topic- Tell stories listeners can relate to- Translate statistics to make them interesting

Appeal to listeners' needs and values- Show how your advice satisfies their needs- Use examples familiar to listeners- Include quotations from people listeners respect

Make material come alive- Use proper and effective visual aids- Use striking quotes, vigorous language

Logos (logic)

we are more likely to believe the words of people Who appear to be

logical & reasonable

Logos (logic)

Inductive reasoningStarts with examples then draws a conclusion.“Polar ice is melting, sea level is rising and the ozone layer is thinning, therefore we must act to prevent further global climate change

Deductive reasoningStarts with conclusion, shows application to examples.“We must act to prevent further global climate change, because polar ice is melting, sea level is rising…”

Some Persuasion Guidelines

People are more likely to change their Behavior…if the proposition asks for a small change rather than a large change in their lives

Example: trying one vegetarian meal rather than becoming total vegetarians.

Some Persuasion Guidelines

People are more likely to change their Behavior…if the change will benefit them more than it will cost them.

Consider in terms of money, time commitment, energy, and skill.

Some Persuasion Guidelines

People are more likely to change their behavior… if the change meets their needs.

Example:Enroll in our study class and improve your memory ability 70%

Key Points to Remember• Goal of persuasive speaking is to motivate the audience to change a belief, attitude or behavior

• You can’t make them change – you must convince them

• Audience acceptance comes gradually

• An audience needs a reason to change – trust, emotion, logic

Homework

Finish preparing your first speech

• 3 minutes; To be presented March 14th• Written (don’t spend time memorizing!) • “Why you should visit my hometown”• Which “reasons to believe” will you use? Ethos? Pathos? Logos?

Examples

Let’s review some examples

Consider the method used:Ethos? Pathos? Logos?

Winston Churchill – Prime Minister of Britain

Speech given during the dark days of early World War II, when it was not certain that Britain would survive, and the people were very discouraged.

We Will Fight Them On The Beaches

His goal? To encourage and strengthen the people – to give them confidence

Robin Williams – “Jack”After an odd 10-week pregnancy, Jack is born, but he is no ordinary child: Jack’s body grows at four times the normal rate. At 10 years old Jack has the appearance of a 40-year-old.

At first Jack isn’t popular at school; the other kids call him "giant" and "freak." But his teacher encourages him and he keeps trying.

As Jack’s mind grows at the normal rate mentally and emotionally, his body continues to age rapidly.

Jack’s college graduation speech

The 4th of July

• Aliens have surrounded the entire world, and will soon destroy all mankind.• Everything has been tried to defeat them, including nuclear weapons.• One last idea will be attempted – if it fails, the earth is doomed.

•The president gives one last speech.

National Anthems

France – La Marseillaise

United States – The Star Spangled Banner

China – The Chinese National Song

The Actual Star Spangled Banner

Chinese National Song• Originally called "The March of the Volunteers.“

• Written in 1935 as the theme song for a film called "Sons and Daughters of the Storm.“

• It urged people to join the National Resistance Movement against the Japanese in World War II.

• The song immediately swept the nation, and in September 1949, it was adopted as the anthem.

• 1982 officially named the national anthem by the National People's Congress.

Chinese National Song