Review

Have out a list of the patterns of organization for

persuasive speeches of policy.

1. What pattern of organization is being used in the following?

I.Alcohol-related traffic accidents kill more college age people than any other single problem.

II. Drinking and driving is a social problem that is caused by peer pressure, inconsistent laws, and irresponsible actions.

III. You can help combat this problem by taking three simple steps.

2. What pattern of organization is being used in the following?

I. This nation faces a serious crisis of voter apathy.

II. You must register, study and vote to contribute positively to the process.

III. You must act because in a nation where everyone votes responsibly we would achieve the vision of intelligent discussion of issues and candidates who are held accountable. [visualization!]

3. What pattern of organization is being used in the following?

I. Lax security in the ISU dorms threatens the safety of undergraduates.

II. Keeping residence hall entrances locked 24-hours a day will make ISU students safer.

4. What pattern of organization is being used in the following?

I. We could escape the state budget deficit by cutting funding for state services and for state universities.

II. We could escape the state budget deficit by reducing pay to all state employees through furloughs.

III. The best way to escape the state budget deficit is through raising the state’s income taxes.

Building A Persuasive Speech

What are the 3 Ps?

Moving from analysis to proof

Methods of Persuasion

Aristotle: Greek teacher/scientist

(384-322 B.C.)

Student of Plato Teacher of Alexander the Great Author of over 170 works; 30 of which

survive His work, the Rhetoric, is widely

regarded as the most important work on persuasion ever published.

Aristotle asked: how do we come to believe something or to believe we should act in a certain way in the absence of knowing “the truth”?

Ethos--”ethical,” credibility appeal Pathos--”pathetic,” emotional appeal Logos--”logical,” rational appeal

Ethos

Pathos

Logos

Three Types of Support Material

Examples Statistics Testimony

Pathos Logos Ethos

Best when ethos, logos and pathos all work together.

Easiest way to accomplish this? Include

testimony and statistics and examples as you build your case.

Logos, Ethos and Pathos in the Bone Marrow Speech

The statistics and other evidence in the problem section help ground the logos/rational appeal of the speech.

The fact that she is part of the registry, her experience in the process of donating and her evident research build the ethos/credibility appeal.

The stories of need, the simplicity of the process, the examples of lives saved, and the “you can make a difference” appeal establish the pathos/emotional energy of the speech.

Logos, Ethos and Pathos in the Driving Age Speech

Structure and evidence give a strong logos/rational appeal.

Personal connection to tragedy, confidence in delivery, adapting to audience give a strong ethos/credibility appeal.

Personal story, translated numbers, intense conclusion give a clear pathos/emotional appeal.

The Building Blocks Strong Analysis: Problem, Plan, Practicality Evidence / Supporting Material using Ethos,

Logos and Pathos Statistics, Examples, Testimony

Reasoning Principle Specific Instances [generalization] Analogy Causal

Audience Connection— With Content: Mental Dialogue With Structure With Delivery

Analyzing “Bursting the Antibacterial Bubble”

Specific Purpose: To persuade my audience that the federal

government and consumers must act to deal with the problems created by the use of antibacterial household problems.

Central Idea The use of antibacterial household products is

creating health and environmental problems that require action by government and consumer alike.

Sample Speech on Antibacterials Attention—

Compares plotline of movie Boy in the Plastic Bubble with the overuse of antibacterial produces.

Credibility Studied antibacterial products in public health class Read research on the topic

Topic revealed..yes Relating to the audience

Before I learned more I used these products and my survey shows that 70% of you do too.

Language use of “you” “we” “ourselves” Preview

These products create more problems than they solve. We’ll look at some solutions.

Building the Persuasive Speech

I. Use of antibacterial products causes many serious problems.

A. Their use is widespread.B. They are not effective.C. They increase the chance of getting sick.D. They harm the environment.

II. The problems of antibacterial products can be solved through actions by the federal government and consumers.

A. Government must regulate antibacterial products. B. Consumers, you, should stop using antibacterial

products.

Problem Issue: Evidence Use of Antibacterials is widespread.

Statistic Alliance for the Prudent Use of Antibiotics

says 75% of liquid soaps and 33% of bar soap are AB.

Brief examples (shows products) Boston Globe reports other large items

like mattresses. Testimony from New York Times “the

biggest marketing coup since bottled water.”

Problem Issue: Evidence Antibacterials are not effective

Study by Elaine Larson, assoc. dean of the Columbia School of Nursing shows statistical evidence

Study by Eric Kupferberg, assoc. director of the Harvard School for Public Health offers testimony.

Dr. Larson testimony Cold and flu are from viruses not bacteria, so

these products can’t prevent those diseases

Problem Issue: Evidence Antibacterials can increase illness.

Testimony from Stuart Levy, prof. of microbiology and medicine at Tufts.

Testimony from Dr. James Chin, research scientist from South Wales.

Low dose exposure to bacteria and viruses keeps us healthy.

Testimony from Dr. Myron Genel, Chair of the AMA council on scientific affairs.

Antibiotic resistant bacteria are untreatable

Problem Issue: Evidence Antibacterials “appear to harm the

environment” Testimony, Rolf Halden of Johns Hopkins

reports on antibacterials in the water supply.

Testimony U.S. Geological Survey reports antibacterial chemicals in remote water.

“These chemicals are known to pollute the water supply, disrupt fish reproduction and growth.” [???]

Plan & Practicality Issue Federal legislation should regulate the use of

antibacterial products. FDA regulates antibiotics by requiring prescription

from a doctor so they can regulate this. You should stop buying these products.

Centers for Disease Control testimony says you can keep germs away by using regular soap.

Study at U North Carolina found hand washing to be more effective.

Sickbert-Bennet , public epidemiologist, testimony that it is more practical since you wash away germs rather than rubbing them into your skin.

Appeals in Antibacterial Speech Ethos

Lots of testimony with clearly identified and credible sources

Obvious personal concern Pathos

Personal concern; esp. antibiotic resistance and environmental issue

“throwing our money away” Logos

Central appeal of this speech Antibacterials can’t kill the viruses that cause

disease; don’t work; cause harms

Patterns of Reasoning

Read the following passage out loud.

FINISHED FILES ARE THE RE-SULT OF YEARS OF SCIENTIF-IC STUDY COMBINED WITHTHE EXPERIENCE OF YEARS.

Reasoning: deduction & induction

Deduction: arguments that run from general to specific; they are characterized by necessity.

Induction: arguments that run from specific to general; they are characterized by an inductive leap.

Classic form of Deduction: the syllogism

The U.S. Constitution guarantees citizens the right to vote.

Women are citizens. The U.S. Constitution guarantees

women the right to vote.

Induction & Deduction Argument in yesterday’s Daily that the Supreme

Court should rule that lethal injection is inhumane. Sodium pentothal wears off before death causing

extreme pain. Trapped prisoner cannot speak. Texas has banned the use of these drugs to put

dogs and cats to sleep. The example of Angel Diaz..took 37 min. and two

injections and he was conscious for 24 minutes.

And so lethal injection is not humane. INDUCTION

Deduction or Argument from Principle

There is no form of execution that can be made humane. Lethal injection is a form of execution.

Lethal injection can not be made humane.

The Enthymeme:

Assumes that the audience will supply a part that is missing. She’s a girl; she can’t throw the ball.

Girl’s can’t throw balls. He’s a man; he won’t stop to ask

directions. Men won’t stop to ask directions.

The people of Iraq are intelligent people, they support Democracy.

Intelligent people support Democracy.

Enthymemes 16 year olds have undeveloped brains so

they can’t judge risks. People with undeveloped brains can’t

judge risks.

By writing a letter to your representative, you can help pass this law.

Writing letters leads to passing new laws.

Beware the false principle

The police say he committed the crime, so he committed the crime.

stereotypes starting from principles that only

those who already agree with you would maintain.

Inductive reasoning: specific instances

Otherwise known as generalization arguments.

Surveys and studies are often grounded in reasoning from specific instances.

Neilson ratings and representative samples “composed of a cross-section of nearly

10,000 representative homes throughout the United States”

Specific Instances: Antibacterial Soaps

Antibacterials are not effective Study Columbia School of Nursing shows

people who use are just as likely to get sick as those who don’t.

Testimony by Eric Kupferberg: products don’t lower the # of germs you encounter.

Dr. Larson testimony Cold and flu are from viruses not bacteria, so

these products can’t prevent those diseases

Specific Instances: Teen Driving Speech

There are too many car accidents, death and injuries involving teen drivers. National Hwy Safety Administration Info

7 % of drivers, but are 14% of fatalities 3,657 teen drivers killed last year 2,384 teen passengers killed 2, 625 21 and older killed in accidents with teen

drivers Insurance Institute for Highway Safety

Teens have highest % of crashes caused by speeding, and driver error and the most single car crashes

USA Today says 16 yr olds are 3 times more likely to be in a fatal crash than older drivers.

Beware the Hasty Generalization

my friends and I watched violent cartoons and never committed a crime, so . . . .

the two people I sat next to in lecture got Bs on their speeches, so everybody but me got a B on the speech.

“but Mom, everybody else is going to the party! which moves us toward the bandwagon

fallacy

Arguments from Analogy

Figurative He won’t make a good company

president because you can’t teach an old dog new tricks

Literal Socialized medicine works in Canada,

so socialized medicine will work in the U.S.

both are grounded in the concept of similarity

Figurative Analogies

Useful for framing an argument Not useful as proof/evidence

It doesn’t really pass the test of similarity

It is typically heard as pathos not logos

Figurative AnalogyMalcolm X on integrating the Civil Rights Movement "It’s just like when you’ve got some coffee that’s

too black, which means it’s too strong. What do you do? You integrate it with cream, you make it weak. But if you pour too much cream in it, you won’t even know you ever had coffee. It used to be hot, it becomes cool. It used to be strong, it becomes weak. It used to wake you up, now it puts you to sleep."

"Message to the Grass Roots," speech, Nov. 1963, Detroit (published in Malcolm X Speaks, ch. 1, 1965).

Analogies can help prove claims When it comes to putting down cats

and dogs, Texas bans the use of the lethal injection drugs used to execute death row inmates.

If such drugs are too inhumane to use on animals, they are too inhumane to use on people.

The cases compared are literally similar.

Analogies can help prove practicality

We can solve the problems of antibacterial products by government regulation.

The government already regulate antibiotics since you need a prescription to get them.

So the government can regulate antibiotics in consumer products.

Analogies can help prove practicality

We eliminated the half penny in 1857 without harmful effect, so we can eliminate the penny today.

Weak Analogies? A ban on all alcohol use in the dorms

will work at ISU because such a ban worked at Luther College.

The university shouldn’t be able to tell me what classes I have to take; after all, the store manager doesn’t tell me what groceries to buy.

We praise the lives of soldiers who sacrificed their lives for the sake of others, why can’t we celebrate embryos sacrificed in order to save the lives of others?

Causal Arguments

The most challenging of the types of reasoning.

We can’t see causal relationships, we can only infer them.

Examples cigarettes cause lung cancer “Billing problems at bookstore cause

overdraft fees”

Causal Argument Challenges

“post hoc ergo propter hoc” “after this therefore because of this” confusing a relationship in time with

cause and effect seen in superstitions seen in “just look what happened

after we . . . . “ arguments.

Causal Argument Challenges multiple causation

rainforest destruction is the cause of global warming

T.V. is responsible for school violence. my printer problem caused me to be

unable to do my speech correlation vs. causation

Causal Reasoning

Antibacterial Products Dr. Larson testimony

Cold and flu are caused by viruses not bacteria, so these products can’t prevent those diseases

Chewing Tobacco causal chain: Chewing tobacco contains grit and

sand, which wear away at teeth; it also contains sugar which wears away at teeth, leading to cavities and then tooth loss. Loss of teeth in turn can encourage gum disease, which can lead to additional tooth loss.

Tips for success in causal reasoning.

use causal chains to help the audience see the causal relationship.

use testimony of experts to support conclusions

combine them with specific instances arguments

Fallacies of Reasoning False principle Hasty generalization Weak (invalid) analogy Post Hoc or false cause

Additional Fallacies Bandwagon Red herring Slippery slope Ad hominem Either-or

Practice

What kind of reasoning and how strong is

it? 1. According to a study by the American

Medical Association, men with bald spots have three times the risk of heart attack as men with a full head of hair. Strange as it may seem, it looks as if baldness is a cause of heart attacks.

2. The U.S. Constitution guarantees all citizens the right to bear arms. Gun control legislation infringes on the right of citizens to bear arms. Therefore, gun control legislation is contrary to the Constitution.

More practice

3. If we encourage elementary school students to use computers in class, they will spend less time reading books. As a result, they will fall behind in developing reading, writing and thinking skills. Pretty soon we’ll have a generation of illiterates on our hands.

4. Raising a child is like having a pet--you need to feed it, play with it, and everything will be fine.

More practice

4. I don’t see any reason to wear a helmet when I ride a bike. Everyone bikes without a helmet.

5. There can be no doubt that the Great Depression was caused by Herbert Hoover. He became President in March 1929, and the stock market crashed just seven months later.

More practice

6. It’s ridiculous to worry about protecting America’s national parks against pollution and overuse when innocent people are being killed by domestic terrorists.

7. I can’t support Representative Frey’s proposal for campaign finance reform. After all, he was kicked out of law school for cheating on an exam.

END

Patrick Henry: “Give me liberty or give me death!” Problem

It is a question of freedom or slavery Our petition has been received with an

“insidious smile.” They are preparing for war.

Plan [almost comparative advantages case] We’ve tried argument. We’ve tried humble supplication We have petitioned. We must fight!

Practicality We may be weak, but we are stronger now

than we would be later. They are not prepared for resistance. We have millions of people engaged in a

holy cause. There is a just God who will support us. There are friends who will help us. There is, in fact, no choice.