Persuasive Speech

Persuasive speech is a type of speech in which the

speaker aims to convince the audience to accept his
or her point.
What is it?

“’[t]he art of convincing others to give favorable attention to our

point of view” (Osborn & Osborn, 1997 as cited in Watt &
Barnett, p. 16-1).
“Art” = or skill; planned and convince others = to make
executed in a thoughtful others think favorably of
manner our point of view
• Aside from convincing the audience, the
speech provides information to the
audience in order to appeal to them.
Usually, the different appeals to
persuasion are employed in convincing
the audience.
• The speech is presented in a way that the
speaker hopes to make the audience
accept the propositions of the speaker.
• It intends to “influence the beliefs,
attitudes, values, and acts of others”
(O’Hair & Stewart, 1999 as cited in Watt &
Barnett, n.d.)
• Hence, the success of the speech is based
on the audience’s willingness to consider
the arguments of the speaker.
Where is a persuasion
speech being used in our
daily communication?
Where is a persuasion speech being used in
our daily communication?

Advertising Marketing sales

Simply asking a favor

Political campaigns
from someone
Functions of Persuasive Speeches

Speeches to convince = attempt to

The speaker seeks to establish agreement
influence or reinforce particular about a particular topic
beliefs, attitudes, or values

Speeches to actuate = attempt to The speaker attempts to motivate certain

influence or reinforce actions behaviors
 Types of Persuasive Speeches

Propositions of Fact Questions of Value Questions of Policy

Propositions of Fact

It asks if something can

“potentially be verified as
either true or false Whether or not something
(Herrick, 2011 as cited in exists
Watt & Barnett, n.d., p.
16-3).
 Propositions of Value

A proposition in judging the (relative) worth of something

Evaluative claim regarding morality, aesthetics, wisdom, or desirability

Sometimes proposition of value compares multiple options to determine which is

best

Tends to be subjective as the speaker needs to establish evaluation criteria in

which the audience can judge and choose to align with their position
 The speaker advocates for an
appropriate course of action

Proposition of It is used to discuss how we

Policy ought to behave

May call for people to stop a

particular behavior
Components of a Persuasive Speech
• The three appeals to persuasion, ethos, pathos, and logos, are employed in
forming the best possible argument.
• While the speaker attempts to establish ethical appeal, or otherwise
known as ethos (or credibility) with the audience, it’s the audience’s
perception that matters. Hence, is the audience does not think that the
speaker is a credible source, it will be difficult for the audience to be
convinced.
• The logos in the speech (or logical appeal) are the arguments that present
a set of information gathered by the speaker. What are the sources? Why
of all people, the speaker chose certain individuals to quote?
Components of a Persuasive Speech

Pathos (or emotional appeal) seek to

evoke a certain affirmative feeling
from the audience for them to accept In order to succeed in delivering an
the claims of the speaker. Sometimes, effective persuasive speech, the
it already is manipulative in such a speaker should utilize the different
way that it evokes pity, fear, or other appeals to persuasion.
feelings that overshadow the logos,
which should not be the case.
Approaching audiences

• Consider who your audience

or the composition of your
audience
• Behaviors or attitude
(neutral? Hostile?)
• Thoughts
• What do they already
know
Persuasive Strategies
 Ethos (ethical and ethic)

Establish your credibility by appearing to

have “good moral character, common
Help in letting your audience see you as
sense, and concern for the audience’s
credible and interesting
well being” (Beebe & Beebe, 2003 as
cited in Watt & Barnett, n.d.)

Instead, you “mirror the characteristics

idealized by [the] group or culture and
Caveat: It is not about conveying that
demonstrate that you make good moral
you, as an individual, are a good person
choices with regard to your relationship
within the group (p. 16-7).
Ethos (ethical and ethic)
What you wear and how you behave, even before opening your mouth,
can go far in shaping your ethos
• Dress appropriately

Work to appear confident but not arrogant

Give attention in crafting your opening sentence since it will set the tone
for what the audience should expect of your personality as you proceed.
Logos
• Focus on the logical means of proving an argument
• Focus on the reasons for supporting your specific purpose statement
• Begin by making an assertion that requires a logical leap based on the
available evidence
• Toulmin Method:
• Claim (assertion you want the audience to accept)
• Data (preliminary evidence on which the claim is based)
• Warrant (connector that uses “because” or “since”
• *backing the claim
Example:
Move of the argument

Deductive Reasoning
Inductive Reasoning =
= from general
from specific
principle to a claim
examples to a more
regarding a specific
general claim
instance
Move of the argument

Syllogism = begins with a major (or general premise), then moves to minor
premise, then concludes with a specific claim

Make sure to verify the accuracy of the minor premise

Causal reasoning = examines related events to determine which one caused

the order
 Pathos (emotions)

Pathos draws emotions, Tapping into the

sympathies, and prejudices audience’s emotions in Use clear examples that
of the audience to appeal order to accept your illustrate your point
to their non-rational side propositions

Illustrations: verbal, non-

Appeal to fear* Appeal to emotion*
verbal, or visual (imagery)
Ethics of Persuasion
• Persuasion is different to coercion ( a process whereby thoughts are
altered; deception is present)
• Use logical and emotional appeals responsibly
• Avoid using fallacies (errors in reasoning; faulty assumptions)
• If you will use fictional scenarios t demonstrate your point, tell the
audience that you are presenting a “hypothetical” or “imagined”
scenario.
Organizing
persuasive messages
Monroe’s Motivated Sequence
• An organizational pattern that attempts to convince the audience to
respond to a need that is delineated in the speech (Monroe, 1994 as
cited in as cited in Watt & Barnett, n.d.)

1. The attention step = get the audience’s attention and describe the goals and
preview the speech
2. The need step = provide a description of the problem and the consequences
that may happen if the problem goes unresolved. Alert the audience to
their role in mitigating the issue.
Monroe’s Motivated Sequence
3. The satisfaction step = outline your solutions to the problems you have
previously outlined as well as deal with any objections that may arise
4. The visualization step = the audience members are asked to visualize
what will happen if your solutions are implemented and what will happen
if they do not come to fruition. Visualizations should be rich with detail
5. The action appeal step = make a direct appeal for action. Describe
precisely how the audience should react to your speech and how they
should carry out these actions. Provide a concluding comment or
statement
Individual Task:
• Create a persuasive speech outline using Monroe’s Sequence Sample
outline
• Use a numbered outline.
• Cite your sources using APA 6th edition
• Submit it at the Assignment task (c/o Animo Space)
Sources:
• https://courses.lumenlearning.com/boundless-communications/chapt
er/introduction-to-persuasive-speaking/
• www.publicspeakingproject.org