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Communication
Embracing Difference
Fourth Edition
Dunn and Goodnight
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Chapter 16
The Persuasive Speech
PowerPoint edited by Kristin Harkin Jurczak,
Purdue University Calumet
Copyright © 2014, 2011, 2008 Pearson Education, Inc. All Rights Reserved.
1
Persuasion
The act of convincing an audience,
through verbal or nonverbal
communication, to adopt or change an
attitude or belief, or to take an action.
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Developing a Persuasive
Objective
• Define your goal
• What do you want the audience to do
after listening to your speech?
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Topics for a Persuasive Speech
• Current Events
• Controversial Subjects
• Subject matter that can:
• Motivate the audience
• Attempt to change attitudes, values, or
beliefs
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Organizing Your Persuasive
Speech… Problem/Solution
• First describe a problem that exists and
then offer solutions to the problem
• Many times the solution you offer is the
proposal you want the audience to
believe or act
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Organizing Your Persuasive
Speech… Topical Sequence
• Provide good reasons for the belief or
action you want the audience to take
• Put your strongest idea first or last
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Organizing Your Persuasive
Speech… Comparative Advantage
• When your audience already
understands the problem, but is looking
for the best solution
• Compare solutions and show how your
plan is superior
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Organizing Your Persuasive
Speech… Motivated Sequence
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•
•
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Arouse attention
Show a need
Satisfy a need
Visualize results
Call for action
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Developing Persuasive Appeals
• Speaker Credibility Appeals
• A significant role in the persuasion process
• Perception is a strong determinant in
establishing credibility
• What is your experience with this topic?
• Why are you the expert?
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Developing Persuasive Appeals
• Competence
• Demonstrated ability or quality, a measure
of the speaker’s knowledge concerning a
topic
• Use supporting material
• Oral citations
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Developing Persuasive Appeals
• Dynamism
• A degree of excitement
• Show your excitement for the topic and
speech
• Facial expressions, gestures, movement,
and vocal inflection should match your
topic
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Developing Persuasive Appeals
• Trustworthiness
• The “character” you communicate to your
audience
• Ethics
• The rules that govern your moral behavior
• Your audience will believe someone
who they feel is trustworthy and reliable
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Enhancing Credibility
• Establish common ground with
audience
• Tell the audience you are like them in
some way
• Share information about yourself
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Enhancing Credibility
• Indicate special knowledge
• Why you are uniquely qualified to talk
about this topic
• Special background or experience
• Research efforts for speech
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Enhancing Credibility
• Logical appeals
• Logical argument
• Deductive reasoning
• Inductive reasoning
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Fallacies
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Ad Hominem
Faulty Cause/Effect Argument
Non Sequitur
Overgeneralizations
Faulty Analogy
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Enhancing Credibility
• Emotional appeals
• Trigger emotions or feelings of an
audience
• Should support a well-reasoned argument
• Photographs, emotionally-charged
language
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Improving Persuasive Speaking
• Choose a topic based on your analysis of
self, audience, and situation
• Arrange ideas using organizational patterns
• Include logical and emotional appeals
• Avoid argument fallacies
• Establish credibility through verbal and
nonverbal behavior
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