Page 327 - Essentials of Human Communication

306 ChaPter 14 The Persuasive Speech

Objectives Self-Check
● Can you define and give examples of persuasive speeches of fact, value, and policy?
● Can you prepare and present such speeches with appropriate theses and main points, supporting
materials, and organization?

Messages in the Media Wrap Up
As you watch advertisements, notice the persuasive techniques being used. How do they establish credibility?
How do they appeal to your emotions? How do they present evidence and argument to persuade you to
change toothpastes or to buy the new designer tote?

summary of Concepts and skills Study and Review materials for this chapter
are at MyCommunicationLab

Listen to the Audio Chapter Summary 5. Persuasive speeches on questions of value focus on issues
at MyCommunicationLab of good and bad, justice and injustice.
This chapter looked at the persuasive speech, first covering 6. Persuasive speeches on questions of policy focus on what
guidelines and types of supporting materials for persuasion should or should not be done, what procedures should or
and then discussing three main types of persuasive speeches. should not be adopted.

goals of Persuasion To be an effective public speaker, you need to master a
variety of persuading skills. Place a check mark next to those
1. Persuasion has three main goals: (1) to strengthen or skills you want to work on most.
weaken attitudes, beliefs, or values, (2) to change attitudes,
beliefs, or values, and (3) to motivate to action. 1. In my persuasive speeches I apply (where rele-
vant) the principles of persuasion: selective expo-
guidelines for Persuasive Speaking sure, amounts of change, and identification.
2. Among the important guidelines for persuasive speaking 2. In my persuasive speeches I critically analyze rea-
are (1) focus on your audience, (2) ask for reasonable soning from specific instances to generalizations,
amounts of change, (3) anticipate selective exposure, (4) causes and effects, and sign.
adapt to the culture of your audience, and (5) follow a mo- 3. When listening to persuasive attempts, I detect
tivated sequence. fallacies such as personal attacks, appeals to au-
thority, appeal to numbers, and the slippery slope.
Supporting Materials 4. To motivate my audience I use motivational

3. Three major types of support have special importance in appeals—for example, appeals to desires for
speeches of persuasion: logical appeals, emotional appeals, power, control, and influence; self-esteem and
and credibility appeals. approval; safety; achievement; and financial gain.
5. In my speeches I seek to establish my credibility
Three Types of Persuasive Speeches by displaying competence, high moral character,
and dynamism, as well as charisma.
4. Persuasive speeches on questions of fact focus on what is or
is not true.