This multimedia product and its contents are protected under copyright law. The following are prohibited by law: any public performance or display, including transmission of any image over a network; preparation of any derivative work, including the extraction, in whole or in part, of any images; any rental, lease, or lending of the program. Chapter Sixteen: Understanding Principles of Persuasive Speaking Steven A. Beebe & Susan J. Beebe Public Speaking: AN AUDIENCE-CENTERED APPROACH 6/e Microsoft Image Copyright © Allyn & Bacon 2006 Understanding Principles of Persuasive Speaking ?the power of speech, to stir men?s blood. - William Shakespeare Copyright © Allyn & Bacon 2006 Consider the Audience Copyright © Allyn & Bacon 2006 Persuasion Defined The Process of Changing or Reinforcing Attitudes Beliefs Values Behavior Values Most Deeply Ingrained Copyright © Allyn & Bacon 2006 How Persuasion Works Persuade Directly by Logic, Reasoning, Arguments, and Evidence Persuade by Peripheral Strategies, a More Indirect Route Which is Best Depends on Audience Copyright © Allyn & Bacon 2006 How to Motivate Listeners Use Dissonance Dissonance Means Lack of Harmony or Agreement Thinking That is Inconsistent or Uncomfortable Create Need to Restore Balance Identify Problem or Need Microsoft Image Copyright © Allyn & Bacon 2006 How Listeners Cope With Dissonance Discredit Source Reinterpret Message Seek New Information Stop Listening Change Microsoft Image Copyright © Allyn & Bacon 2006 Copyright © Allyn & Bacon 2006 Copyright © Allyn & Bacon 2006 Copyright © Allyn & Bacon 2006 How to Motivate Listeners Self-Actualization Needs Self-Esteem Needs Social Needs Safety Needs Physiological Needs Use Listener Needs Copyright © Allyn & Bacon 2006 How to Motivate Listeners Use Positive Motivation Know What Listeners Value Appeal to Those Values Translate Into Benefits Microsoft Image Copyright © Allyn & Bacon 2006 How to Motivate Listeners Use Negative Motivation ? Fear Appeals Direct at Loved Ones Speaker Must be Perceived Positively Threat Must be Perceived as Real Greater Intensity Better to a Point Empower Listeners to Act Copyright © Allyn & Bacon 2006 How to Develop Your Persuasive Speech Consider the Audience Select and Narrow Topic Determine Persuasive Purpose Who Are They? What Can I Do In This Time Frame? What Do I Want Them to Do? Copyright © Allyn & Bacon 2006 How to Develop Your Persuasive Speech Develop Central and Main Ideas Propositions of Fact True or False Propositions of Value Worth or Importance Propositions of Policy Advocates Action Microsoft Image Copyright © Allyn & Bacon 2006 Putting Persuasive Principles Into Practice Audience Attitudes, Beliefs, and Values Help Predict Response Audience Motivated to Avoid Dissonance Fear Appeals can Motivate Audience to Take Action Copyright © Allyn & Bacon 2006 Copyright © Allyn & Bacon 2006
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