Persuasive Speech/

speaking/communication

Presented by
Qurat-ul-ain Abro
PhD scholar
 Definition
 The term ‘persuasion’ means to force someone into
something.
 The art of persuasion is the art of finding the best
available means of moving a specific audience in a specific
situation to a specific decision.
 Persuasive comm un i cat i on means, persuading
others to understand what one is trying to
communicate.
 Persuasive comm un i cat i on has one core purpose:
get the readers to support, believe, and act in favour of
presenter.
Different type of persuasive speech or
communication
 Designing Persuasive
Communications
 First, establish communications objective.
 Create awareness
 Promote image
Message retention
 Inspire action
 Designing Persuasive
Communications (Contd.)
Second, choose media strategy.
 Which Media does your target audience listen to
or read?
 Consumer profile - specific media consumers
read or watch.
 Audience profile - descriptions of audiences that
listen to/watch specific media.
 Designing Persuasive
Communications
(Contd.)
Third, decide on message strategy.
Goal of the message strategy is to be
persuasive relative to the
communications objective.
 Issues to be considered:
 Words vs. pictures
 Vividness

 Repetition
 Comparative Advertising
Messages that directly compare a
brand to a competing brand.
 Comparison in terms of one or more
specific attributes.
 Most effective when they help
consumers differentiate between two
brands.
Disadvantages: Consumers may not be
able to differentiate false claims.
 Emotional Appeals
Fear appeals
 Used in over 15% of TV ads
 Used to either encourage or discourage certain
behaviors
 The intensity of the fear appeal is related to its
effectiveness - moderate levels of fear appear
to be most effective.
 Humor Appeals

 Humor Appeals
 Most effective when:
Clearly identifies brand and humor does


not overwhelm the product

 Distracts attention away from counter

argument
 Appropriate to brand’s image

 Used with existing products

 Used with low-involvement products

 Humor Appeals (Contd.)
 Most effective when:
 Audience is younger, better educated,
upscale, professional
Ads are shown in action-adventure
environment rather than sitcoms
(contrast effect, Gestalt)
 Language
It’s very important to use language that fits the
audience and the purpose you want to
achieve.
 Inappropriate language uses can damage your
credibility, undermine your argument, or alienate
your audience
 The following sums up the aspects of language:
1. Levels of Formality
2. In-Group Jargon
3. Slang and idiomatic expressions
4. Deceitful language and Euphemisms
 Levels of Formality
 The level of formality should be
determined by the expectations of your
audience and your purpose
 Formal (To an unknown audience
 Semi-formal (To a well-known
individual or audience)
 Informal (Incorrect)
 Distinguish between formal and
semi formal depending on purpose
 Group Jargon
 Jargonor specialized language used by small
groups of like-minded individuals.
 Avoidusing in-group jargon in general audience without
explanations.
Use group-specific jargon, if you want to address in-group
audience.
 Notusing the jargon when it is expected by your
audience can

Signal to the audience that you are not a
member of that group
 Mean you have not mastered the group's
terminology
 Can damage your credibility
 Processes to Persuade by A
Communication
 There are four kinds of processes that determine the
extent to which a person will be persuaded by a
communication.
1. Attention: One must first get the intended
audience to listen to what one has to say.
2. Comprehension: The intended audience
must understand the argument or message
presented.
3. Acceptance: The intended audience must accept
the arguments or conclusions presented in the
communication; this acceptance is based on the
rewards presented in the message.
4. Retention: The message must be remembered,
 Variables for Persuasive
Communication
1. Source: What characteristics of the speaker
affect the persuasive impact?
2. Communication: What aspects of
the message will have the most impact?
3. Audience: How persuadable are the
individuals in the audience?
4. Audience Reactions: What aspects of the
source and communication elicit counter
arguing reactions in the audience?
THANK YOU