CHAPTER 4 :PERSUASIVE SPEECH

BTT 20173 PROFESSIONAL SPEAKING

DEVELOPMENT
BTH4A
SESSION 2 : 2019/2020
 THE MEANING OF PERSUASIVE
SPEECH

• A persuasive speech is a specific type of speech in which the speaker has a goal
of convincing the audience to accept his or her point of view.
• The speech is arranged in such a way as to hopefully cause the audience to
accept all or part of the expressed view. Though the overarching goal of a
persuasive speech is to convince the audience to accept a perspective, not all
audiences can be convinced by a single speech and not all perspectives can
persuade the audience .
 THE MEANING OF PERSUASIVE
SPEECH

• A persuasive speech is a specific type of speech in which the speaker has a goal
of convincing the audience to accept his or her point of view. The speech is
arranged in such a way as to hopefully cause the audience to accept all or part
of the expressed view.

• Think back about 2,000 years ago. Aristotle, the famed philosopher, uncovered
the mysteries of being a really believable public speaker. He believed that there
were three important things that need to work together to really get people to
do what you want them to do. These are the pillars of persuasive speaking and
include:
• Ethos
• Logos
• Pathos
 ARISTOTLE’S PERSUASIVE APPEALS

..\..\The Three Persuasive Appeals- Logos, Ethos, and Pathos.m

p4
 HOW TO BUILD PERSUASIVE APPEALS
IN COMMUNICATIONS

ETHOS LOGOS PATHOS

• Use appropriate and professional • Use statistics or established facts • Use humor to keep people
language for your intended • Name features of a product or engaged
audience service • Show images that evoke strong
• Design your communications • Reference research in support of emotions
professionally your claim • Choose words that get people
• Conduct sound and ethical • Make logical connections excited or emotionally charged
research (and cite all sources) between concepts • Change your tone of voice or
• Use appropriate jargon to • Be specific (when appropriate, be pace to evoke enthusiasm
demonstrate awareness of the as specific as possible and avoid
field and your audience generalizations)
• Follow established conventions
and paradigms
• Use celebrity endorsements (get
credible and well established
people on board with your idea)
• Make logical connections
between ideas
 TYPES OF PERSUASIVE SPEECH

• Factual persuasive speech is based on whether or not a particular topic is true, and is
backed by concrete evidence. This type of speech persuades the audience as to whether
something exists or does not exist, whether it happened or did not happen. For instance,
a college student giving a speech about Neil Armstrong landing on the moon in 1969 is
an example of factual persuasive speech. The moon landing by Neil Armstrong is well
documented and has concrete evidence that supports the fact that it did happen.
• Value persuasive speech is a speech about whether or not something is right or wrong.
It questions the moral or ethical aspect of an issue. For example, have you ever thought
about whether or not capital punishment is moral or immoral? If you were to give a
speech about your stance on the morality of capital punishment, that would be an
example of value persuasive speech.
• Policy persuasive speech is a speech given to convince an audience to either support or
reject a policy, rule, or candidate. For instance, if the president of the United States
disagreed with the current foreign policy and gave a speech to Congress with the goal of
convincing them to agree with his viewpoint, it would be considered a policy persuasive
speech.
 THE SALES PITCH

• An example of a persuasive speech is a sales pitch. During a sales pitch, the

speaker is trying to convince the audience to buy his or her product or service.
If the salesperson is successful, the audience (the person being sold to) will
choose to purchase the product or service.

• However, salespeople understand that just because someone does not make a
purchase after the first sales pitch does not mean the pitch failed. Persuasion is
often a process. People may need multiple persuasive pitches and a lot of
outside information before they are ready to accept a new view.
 PURPOSE OF PERSUASIVE SPEECH
• The overall goal of a persuasive speech is for the audience to accept your viewpoint as the speaker.
However, this is not a complex enough definition to capture the actual goals of different persuasive
speeches. Persuasive speeches can be designed to convince, actuate, and/or stimulate the audience.
Convincing
• A convincing speech is designed to cause the audience to internalize and believe a viewpoint that they
did not previously hold. In a sense, a convincing argument changes the audience's mind. For example,
suppose you are giving a persuasive speech claiming that Coke is better than Pepsi. Your goal is not
just for the audience to hear that you enjoy Coke more, but for Pepsi lovers to change their minds.
Actuation
• An actuation speech has a slightly different goal. An actuation speech is designed to cause the
audience to do something, to take some action. This type of speech is particularly useful if the
audience already shares some or all of your view. For example, at the end of presidential campaigns,
candidates begin to focus on convincing their supporters to actually vote. They are seeking to actuate
the action of voting through their speeches .
Stimulation
• Persuasive speeches can also be used to enhance how passionately the audience believes in an idea. In
this instance, the speaker understands that the audience already believes in the viewpoint, but not to
the degree that he or she would like. As a result, the speaker tries to stimulate the audience, making
them more enthusiastic about the view. For example, religious services often utilize stimulation. They
are not trying to convince those of another religion to switch religions necessarily; there is an
understanding that the congregation already accepts part or all of the religion. Instead, they are trying
to enhance the degree of belief.
 PERSUASIVE SPEECH DEVELOPMENT

• Monroe’s Motivated Sequence

• A powerful method of structuring a persuasive message is by using a motivated sequence. The organizational
plan developed by Alan Monroe focuses on developing a psychological need in the audience and then
illustrating how to satisfy that need by supporting the plan or policy advocated in the speech, as follows:
• • Attention: Get the audience’s attention using a detailed story, shocking example, dramatic statistic, or
quotations.
• • Need: Show how the topic applies to the psychological need of the audience members. The premise is
that action is motivated by audience needs. Go beyond establishing that there is a significant problem; show
that the need will not go away by itself. Convince the audience members that they each have a personal need
to take action.
• • Satisfaction: Solve the issue. Provide specific and viable solutions that the government or community
can implement.
• • Visualization: Tell the audience what will happen if the solution is or is not implemented. Be visual and
detailed. Paint a picture for the audience of what they will experience and what the world will look like when
the need is satisfied through the speech’s plan.
• • Action: Tell the audience members what specific action they can take to solve the problem and change
existing policy.
• The advantage of Monroe’s motivated sequence is that it emphasizes what the audience can do. Too often, the
audience feels like a situation is hopeless; Monroe’s motivated sequence emphasizes the actions the audience
can take.
 IN-CLASS AUDIENCE ANALYSIS

• What is Audience Analysis?

• Audience analysis is the process of examining information about your listeners.

That analysis helps you to adapt your message so that your listeners will
respond as you wish.
• In everyday conversations you adapt your message to your audience. For
example, if you went to a party the night before, you would explain the party
differently to your friends and family. To your best friend you might say, "We
partied all night and there were tons of people there." To your mother you
might say, "Oh, I had fun with my friends." And to your significant other you
might say, "It was fun, I had a great bonding time with my friends." In each of
these situations, you are adapting your message to your listening audience.
• There are three phases in audience analysis: adaptation before, during, and
after the speech.
 AUDIENCE ANALYSIS - ADAPTING TO
YOUR AUDIENCE BEFORE YOU SPEAK

• When we analyze our audience, there are three ways to do this; demographic
analysis, attitudinal analysis, and environmental analysis.
• Demographic Analysis involves age, gender, culture, ethnicity, race, religion,
and educational level.
• Attitudinal Analysis addresses the audience's attitudes, beliefs, and values.
• Environmental Analysis is finding out things like the seating arrangement, the
number of people likely to attend, and the room lighting. The way the seats are
arranged will affect the audience's response. It is also important to know how
many people will be there for the speech. And the way the room is lighted will
affect the way the audience responds. If it is dark and the speaker is showing
overheads, there will not be conversation. But if the room is light and open, the
audience may feel more free to talk. The seating arrangement, the number of
people and the room lighting are all factors that will affect the speech.
 EXAMPLES OF THE ANALYSIS
QUESTIONS

• What are the audience's

beliefs, and attitudes,
toward the topic? How many will be in the
audience?
• What is the age of people in the audience? • What are the relevant
audience values and How will the seating be
• Are there significant cultural differences motives in regard to this arranged?
within the audience? topic?
• What is the educational level of the audience Will there be a podium? a
microphone?
• How many males and females are there in
the audience
Attitudinal Analysis Will there be noise and
distractions?

Demographic Analysis
Environmental Analysis
 ACTIVITY

• Based on the notes, write a persuasive speech.

• The context must be about selling any tourism product / package to your
potential customers.
• Consult your lecturer to make sure you are on the right track.
• Practice your presentation.
• Present your persuasive speech via online class schedule by your lecturer.
(14/07/2020)
• Your presentation will be recorded for future retrieval.
-THE END-
THANK YOU