Persuasive Speaking
Chapter 14

Adler and Rodman’s definition:
“Persuasion: the process of motivating
someone, through communication, to
change a particular belief, attitude, or
behavior.” p. 418
 Examples…beliefs, attitudes, behavior...
Ethical Persuasion
Through speech
 ethical persuasion is not coercion or deceitful.
 “It is communication in the best interest of the
audience that does not depend on false or
misleading information” - p. 421
 It is done because we, the speaker, hope
some good will come of it.
When is persuasion not ethical?
Typically, there are two desired
outcomes of a persuasive speech
1. Convince; change the way an audience
members think, or reinforce what they
may already believe
2. Actuate; move audience members to a
specific behavior.
a. Adoption
b. discontinuance
In order to move our audience, we
must examine where they are at,
and begin from there.
Persuasion is usually
Incremental
Continuum of Cogency
Cogency is believability.
~examine your audience to find where they
stand on an issue
~ move them from that point
People are often offended if we ask them to
leap too far.
Continuum of Cogency
- Absolute truth,
- certainty,
- probability,
- plausible,
- possible,
- ounce of truth
 Discussion- Is there absolute Truth?
Ask the question…
 What will it take to convince my audience to
adopt my opinion? Change their behavior?
 What do I have to prove for them to believe
what I say is true?
 Answering these questions builds the
strength of your argument
 Queen of England
How is the Continuum of Cogency
like Social Judgment Theory?
~both are incremental
 Strongly agree= anchor
 Agree= latitude of acceptance
 Don’t care= latitude of noncommitment
 Strongly disagree= latitude of rejection
Tips:
~set realistic, modest goals.
~Don’t feel bad if not everyone in the audience
walks away believing as you do- it is a
gradual process.
~ “Social Judgment Theory suggests that the best
chance of changing the audience attitudes would
come by presenting an argument based on a position
that fell somewhere within the listener’s latitude of
non-commitment- even if it isn’t the position that you
ultimately wanted them to accept” (p. 420).
But don’t be afraid to assert
your opinion.
 We all have values and make
judgments that we believe are right and
better than others.
 It is ok to tell people what to believe, if
you offer good, honest reasons.
Artistic Appeals; building your
persuasive power

From Aristotle
1. Ethos- ethical appeal; Character
- it makes a difference who is making the
appeal
2. Pathos- emotional appeal
-it makes a difference what the audience feels
like about the appeal
3. Logos- logical, reasoning appeal
-It makes a difference what they think
Artistic Appeals
 “The last function of reason is to
recognize that there are an infinity of
things that surpass it.” -Pascal
Ethos asks how the audience feels about
the speaker
1. What do they think of your character?
Do they see you as trustworthy and credible?
2. Do you demonstrate competence?
Do you seem smart and knowledgeable?
3. Do you have goodwill?
(some times called Charisma or Dynamismenthusiasm)
Do you have the audience’s best interest at heart?
Pathos; how do you use
emotion to persuade?
We are emotional beings, and we persuade
through using emotion.
What emotions do you want the audience to
feel?
What emotions will you convey as a speaker?
~Use Emotion Appropriately~
Logos; logical argument
 Give your audience good reasons to
believe you.
 Walk them through the reasoning
process.
 Don’t underestimate the power of a
conversion story.- How did you come to
hold the opinion your self?
Strengthening your argument.
 Present both sides of any argument, and why
your side is better.
- this makes you seem more knowledgeable
and honest
- It shows that your argument can withstand
pressure
- You never know your own side of a debate,
until you truly understand the opposition.
Review of Structure
 Set a clear purpose
 Describe the problem
-what is the nature of the problem?
- how does it affect your audience?
 Describe the solution
 Describe the desired audience response
-how easy is it to do?
-what are the rewards?
Monroe’s Motivated Sequence
~variation on the problem-solution pattern (page 356)
I.
Attention Step: draws attention to the
subject
II.
Need Step: establishes the problem
III.
Satisfaction Step: proposes a solution
IV. Visualization Step: describes the results of
the solution (Utopia)
V.
Action Step: direct appeal for the audience
to do something