basics of persuasion

Unit Four : 

Unit Four The Persuasive Speech

What Is Persuasive Speech? : 

Persuasion The process of influencing attitudes, beliefs, values, and behavior Persuasive speaking Speech that is intended to influence the beliefs, attitudes, values, and acts of others* What Is Persuasive Speech?

What Is Persuasive Speech?Persuasive vs. Informative : 

The goal of the persuasive speech is to influence audience choices These choices may range from slight shifts in opinion to wholesale changes in behavior Persuasive speeches seek a response As with informative speeches, persuasive speeches respect audience choices* What Is Persuasive Speech?Persuasive vs. Informative

What Is Persuasive Speech?Persuasive Purposes : 

How can you determine whether your topic and goals are persuasive? When you seek to influence an audience’s attitudes about an issue When you seek to influence an audience’s beliefs or understanding about something When you seek to influence an audience’s behavior When you seek to reinforce an audience’s existing attitudes, beliefs or behaviors* What Is Persuasive Speech?Persuasive Purposes

What Is Persuasive Speech? The Process of Persuasion : 

What Is Persuasive Speech? The Process of Persuasion When you speak persuasively, you try to guide the audience to adopt a particular attitude, belief, or behavior that you favor*

What Is Persuasive Speech? The Process of Persuasion : 

Attitude A predisposition to respond to people, ideas, objects, or events in evaluative ways Beliefs The ways people perceive reality to be; our conceptions about what is true and what is false Values People’s most enduring judgements about what’s good and bad in life* What Is Persuasive Speech? The Process of Persuasion

What Is Persuasive Speech? The Process of Persuasion : 

Factors that increase the odds that your efforts at persuasion will succeed: A message should meet the psychological needs of the audience Seek only minor changes in the audience’s attitudes Establish a common ground between yourself and the audience Leave your audience feeling satisfied and competent For change to endure, people must be convinced they will be rewarded in some way What Is Persuasive Speech? The Process of Persuasion

Contemporary Persuasive Appeals : 

These approaches include appealing to audience needs; audience attitudes, values, and behavior; the audience’s ways of processing messages; and the speaker-audience relationship* Contemporary Persuasive Appeals

Contemporary Persuasive Appeals:Appeals to Audience Needs : 

Appealing to audience needs is one of the most commonly used strategies for motivating people Maslow’s hierarchy of needs A set of five basic needs ranging from the essential life-sustaining ones to the less critical self-improvement ones* Contemporary Persuasive Appeals:Appeals to Audience Needs

Contemporary Persuasive Appeals:Motivating the Audience : 

Physiological needs include needs for water, food and air Safety needs relate to feelings of security Social needs refer to the desire for meaningful relationships with others Self-Esteem needs reflect our desire to feel good about ourselves Self-Actualization needs refer to reaching your highest potential* Contemporary Persuasive Appeals:Motivating the Audience

Contemporary Persuasive Appeals:Targeting Behavior : 

Subjective Norms are what audience members believe other people feel about the behavior in question Intentions relate to the audience members’ conscious choice to do or not to do the behavior in question Behavior is the action taken by the audience any time after the speech* Contemporary Persuasive Appeals:Targeting Behavior

Contemporary Persuasive Appeals:Establishing Credibility : 

The relationship between speaker and audience is a crucial element in planning and delivering persuasive speeches Credibility Audience perceptions of and attitudes toward the speaker’s perceived expertise, trustworthiness, similarity to audience members, and attractiveness* Contemporary Persuasive Appeals:Establishing Credibility