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Persuasive Speaking
❖ to reinforce, stimulate, or change your audience’s beliefs, attitudes and/or behaviors by appealing to their needs, desires, interests and even fears.
Classical Persuasive Appeals
❖ Logos - Appeal to reason❖ Pathos - Appeal to emotion ❖ Ethos - Appeal to credibility
Logos
❖ Constructing sound arguments ❖ Claim - “What are you trying to prove?”❖ Evidence - “What is your proof for the claim?”❖ Warrant - provides justification for why the evidence supports
the claim
CLAIM Sugar should be treated as a
controlled substance much like alcohol to protect public health.
EVIDENCE Sugar in the U.S. diet is a
leading culprit in soaring levels of obesity, diabetes, and other noncommunicable diseases.
WARRANT The health effects of excess sugar
consumption largely mirror the effects of drinking too much alcohol, such as high
blood pressure and liver dysfunction.
Pathos ❖ Helps establish a personal connection with the audience ❖ Makes your claims more relatable ❖ Generate emotion by using:
❖ compelling stories❖ vivid imagery ❖ stylistic devices or language ❖ presentation aids
Ethos
❖ Speaker credibility based on audience perception ❖ 3 C’s
❖ competence ❖ character ❖ concern for the audience
Contemporary Persuasive Appeals
❖ Target audiences’ motivations for feeling and acting as they do
❖ Hierarchy of needs
❖ lower levels must be fulfilled before higher levels become important/motivating
Self-actualization needs
(to achieve goals; to reach our highest potential)
Self-esteem needs
(to feel good about ourselves; self-worth
Social needs
(to find acceptance; to have lasting, meaningful relationships)
Safety needs
(to feel protected and secure)
Physiological needs
(to have access to basic sustenance, including food, water, and air)
Persuasive Strategies
❖ Consistency persuades❖ Small, gradual changes persuades❖ Benefits/needs fulfillment persuades
Poor Survey Questions❖ Do you think students should have more classes about communication and science?
❖ Is saving an owl worth the loss of 20,000?
❖ Which is more important to you - a suntan or your life?
❖ Don’t you think unborn babies should have the same rights?
❖ Do you know how much water is too much?
❖ How many books have you read in your lifetime?
❖ Does anyone bite their nails?
❖ Having money for college. Agree or Disagree.
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