Persuasive Speaking Structures and Appeals

1
Persuasive Speaking Structures and Appeals
2
Problem-Solution Pattern

• Introduction
• Definition of the Problem
• Proposed Solution
• Conclusion

3
Problem-Solution Pattern

• Introduction
• Audience attention
• Topic justification
• Speaker credibility
• Preview main points

4
Problem-Solution Pattern

• Definition of the Problem
• State it
• Define and illustrate it
• Reinforce it with evidence
• Demonstrate relevance to audience

5
Problem-Solution Pattern

• Proposed Solution
• Offer good details (who, what , when, where, why,
  how) demonstrating workability
• Offer support for solvency
• Consider objections and refutation

6
Problem-Solution Pattern

• Conclusion
• Review main points
• Present a strong, clear call to action

Give me the money!!!
7
Monroes Motivated Sequence

• Attention Step
• Need Step
• Satisfaction Step
• Visualization Step
• Action Step

8
Monroes Motivated Sequence

• Attention Step
• Audience attention
• Topic justification
• Speaker credibility
• Preview main points

9
Monroes Motivated Sequence

• Need Step
• State it
• Define and illustrate it
• Reinforce it with evidence
• Demonstrate relevance to audience

10
Monroes Motivated Sequence

• Satisfaction Step
• Offer good details (who, what , when, where, why,
  how) demonstrating workability
• Offer support for solvency
• Consider objections and refutation

11
Monroes Motivated Sequence

• Visualization Step
• Paint a visual picture of the future you are
  proposing
• May also include the future if the proposal is
  NOT accepted

12
Monroes Motivated Sequence

• Conclusion
• Review main points
• Present a strong, clear call to action

Give me the money!!!
13
N-A-R Pattern

• Introduction
• Narrative
• Arguments
• Refutation
• Conclusion

14
N-A-R Pattern

• Introduction
• Gain audience attention
• Speaker credibility
• Typically no preview of main points or topic
  justification

15
N-A-R Pattern

• Narrative
• A fully developed story designed to suggest a
  particular perspective on reality
• Should be real as opposed to hypothetical for
  overall impact and to allow for good realism and
  extensive detail

16
N-A-R Pattern

• Arguments
• Offer 2 to 4 arguments
• Include of logos, ethos, and pathos for support
• Clearly articulate each as a single main point

17
N-A-R Pattern

• Refutation
• Identify and attack or deny plausible arguments
  against your proposal
• No more than 2 or 3 refutative arguments

18
N-A-R Pattern

• Conclusion
• Review main points
• Present a strong, clear call to action

Give me the money!!!
19
Balance Structure

• Introduction
• Body
• Conclusion

20
Balance Structure

• Introduction
• Audience attention
• Topic justification
• Speaker credibility
• Typically no preview main points (enhances sense
  of anticipation and surprise)

21
Balance Structure

• Body
• A series of alternatives (3 or 4), saving the
  proposed alternative for the last point
• Each alternative serves as one main point in the
  speech body

22
Balance Structure

• Body
• For undesirable alternatives
• present positives and then negatives
• demonstrate that the negatives outweigh the
  positives

23
Balance Structure

• Body
• For the proposed solution
• present positives and then negatives
• argue that positives outweigh negatives
• offer a few more "extra" positives to clinch the
  proposal

24
Balance Structure

• Conclusion
• Review main points
• Present a strong, clear call to action

Give me the money!!!
25
Types of Persuasive Appeals

• Logos Use of logical appeals
• Ethos Use of speaker credibility appeals
• Pathos Use of emotional appeals

26
Logos

• Deduction
• Reasoning that moves from general principles to
  specific application of those principles

27
Types of Deduction

• Causal Argument Reasoning that connects two
  elements or events and claims that one (effect)
  is produced by the other (cause).
• Argument from Sign Reasoning that, because two
  things often are related, when we see one, the
  other is expected to occur also.
• Syllogism A blueprint for deductive reasoning.

28
Elements of a Syllogism

• Major premise An accepted truth statement
  regarding a general category
• Minor premise Identifies a specific instance
  within that general category
• Conclusion Logically drawn from the major and
  minor premises

29
Not All Syllogisms Are the Same
If students commit themselves to learning as much
as they can in COMM 201, they will come away with
applicable business and professional skills.
All students who take COMM 201 will have an
advantage in the business and professional world.
Hypothetical Syllogism
Disjunctive Syllogism
Either students learn good presentational skills
in college, or they will need to learn in the
business and professional world through painful
trial and error.
Categorical Syllogism
30
Not All Syllogisms Are the Same
If students commit themselves to learning as much
as they can in COMM 201, they will come away with
applicable business and professional skills.
All students who take COMM 201 will have an
advantage in the business and professional world.
Hypothetical Syllogism
Disjunctive Syllogism
Either students learn good presentational skills
in college, or they will need to learn in the
business and professional world through painful
trial and error.
Categorical Syllogism
31
Not All Syllogisms Are the Same
If students commit themselves to learning as much
as they can in COMM 201, they will come away with
applicable business and professional skills.
All students who take COMM 201 will have an
advantage in the business and professional world.
Hypothetical Syllogism
Disjunctive Syllogism
Either students learn good presentational skills
in college, or they will need to learn in the
business and professional world through painful
trial and error.
Categorical Syllogism
32
Not All Syllogisms Are the Same
If students commit themselves to learning as much
as they can in COMM 201, they will come away with
applicable business and professional skills.
All students who take COMM 201 will have an
advantage in the business and professional world.
Hypothetical Syllogism
Disjunctive Syllogism
Either students learn good presentational skills
in college, or they will need to learn in the
business and professional world through painful
trial and error.
Categorical Syllogism
33
EnthymemeThe Practical Syllogism

• A syllogism in which one or more of the elements
  is unstated but implied.
• The audience must fill in and complete the
  enthymeme.
• This "participation" is part of the enthymeme's
  persuasive power.

34
Logos

• Induction
• Reasoning that moves from particular
  observations to the formulation of general
  principles or conclusions

35
Types of Induction

• Analogies
• Comparisons that link two objects or concepts
  and assert that what is true of one will be true
  of another

36
Types of Induction

• Examples
• Particular cases, real or hypothetical, brief or
  extended, that illustrate a specific event

37
Types of Induction

• Statistics
• Numerical summaries of large quantities
  regarding specific incidents used for making
  generalizations and predictive inferences

38
Types of Induction

• Testimony
• Paraphrase or quotation from a credible source
  on a topic
• Expert Prestige Lay

39
Ethos Credibility Appeals

• Based on audience perception of...
• Competence
• Trustworthiness
• Dynamism
• Use ethos in support of, never in place of,
  logical appeals.

40
Pathos Emotional Appeals

• Some strategies...
• Identify and tap into audience's values
• Use vivid, emotive language
• Use detailed, real stories
• Allow your emotion to be revealed in the delivery
  (emotional contagion)
• Use pathos in support of, never in place of,
  logical appeals.

41
Refutation Arguing from Anticipation

• Why do this? Isn't it just hurting your own case?
• Some options for refutation
• Denial
• Minimization
• Exposing inconsistent statements of opposition
• Turning the tables