persuasive speaking structures and appeals
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Persuasive Speaking Structures and Appeals. Problem-Solution Pattern. Introduction Definition of the Problem Proposed Solution Conclusion. Problem-Solution Pattern. Introduction Audience attention Topic justification Speaker credibility Preview main points. Problem-Solution Pattern. - PowerPoint PPT PresentationTRANSCRIPT
Persuasive Speaking Structures and Appeals
Problem-Solution Pattern
Introduction
Definition of the Problem
Proposed Solution
Conclusion
Problem-Solution Pattern
Introduction Audience attention Topic justification Speaker credibility Preview main points
Problem-Solution Pattern
Definition of the Problem State it Define and illustrate it Reinforce it with evidence Demonstrate relevance to audience
Problem-Solution Pattern
Proposed Solution Offer good details (who, what , when,
where, why, how) demonstrating workability
Offer support for solvency Consider objections and refutation
Problem-Solution Pattern
Conclusion Review main points Present a strong, clear call to action
Give me the money!!!
Monroe’s Motivated Sequence
Attention Step
Need Step
Satisfaction Step
Visualization Step
Action Step
Monroe’s Motivated Sequence
Attention Step Audience attention Topic justification Speaker credibility Preview main points
Monroe’s Motivated Sequence
Need Step State it Define and illustrate it Reinforce it with evidence Demonstrate relevance to audience
Monroe’s Motivated Sequence
Satisfaction Step Offer good details (who, what , when,
where, why, how) demonstrating workability
Offer support for solvency Consider objections and refutation
Monroe’s 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
Conclusion• Review main points• Present a strong, clear call to action
Give me the money!!!
Monroe’s Motivated Sequence
N-A-R Pattern
Introduction
Narrative
Arguments
Refutation
Conclusion
N-A-R Pattern
Introduction Gain audience attention Speaker credibility Typically no preview of main points or
topic justification
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
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
N-A-R Pattern
Refutation Identify and attack or deny plausible
arguments against your proposal No more than 2 or 3 refutative
arguments
Conclusion Review main points Present a strong, clear call to action
Give me the money!!!
N-A-R Pattern
Balance Structure
Introduction
Body
Conclusion
Balance Structure
Introduction Audience attention Topic justification Speaker credibility Typically no preview main points (enhances
sense of anticipation and surprise)
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
Balance Structure
Body For undesirable alternatives:
present positives and then negativesdemonstrate that the negatives
outweigh the positives
Balance Structure
Body For the proposed solution:
present positives and then negativesargue that positives outweigh
negativesoffer a few more "extra" positives to
clinch the proposal
Conclusion Review main points Present a strong, clear call to action
Give me the money!!!
Balance Structure
Types of Persuasive Appeals
Logos: REASON: Use of logical appeals (Support your general claims with concrete, specific data. Reason which begins with specifics and moves toward a generalization is inductive. Reason which starts with a general observation and moves to specifics is deductive.)
Ethos: Use of speaker credibility appeals (Convince your readers that you are fair, honest, and well informed, so they will then trust your values and intentions.)
Pathos: Use of emotional appeals (A carefully reasoned argument will be strengthened by an emotional appeal catered to the audience.)
Logos
Deduction
Reasoning that moves from general principles to specific application of those principles
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.
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
Not All Syllogisms Are the Same
All students who take COMM 201 will have an advantage in the business and professional world.
If students commit themselves to learning as much as they can in COMM 201, they will come away with applicable business and professional skills.
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
Hypothetical Syllogism
Disjunctive Syllogism
Not All Syllogisms Are the Same
All students who take COMM 201 will have an advantage in the business and professional world.
If students commit themselves to learning as much as they can in COMM 201, they will come away with applicable business and professional skills.
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
Hypothetical Syllogism
Disjunctive Syllogism
Not All Syllogisms Are the Same
All students who take COMM 201 will have an advantage in the business and professional world.
If students commit themselves to learning as much as they can in COMM 201, they will come away with applicable business and professional skills.
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
Hypothetical Syllogism
Disjunctive Syllogism
Not All Syllogisms Are the Same
All students who take COMM 201 will have an advantage in the business and professional world.
If students commit themselves to learning as much as they can in COMM 201, they will come away with applicable business and professional skills.
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
Hypothetical Syllogism
Disjunctive Syllogism
Enthymeme:The “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.
Logos
Induction
Reasoning that moves from particular observations to the formulation of general principles or conclusions
Types of Induction
Analogies
Comparisons that link two objects or concepts and assert that what is true of one will be true of another
Types of Induction
Examples
Particular cases, real or hypothetical, brief or extended, that illustrate a specific event
Types of Induction
Statistics
Numerical summaries of large quantities regarding specific incidents used for making generalizations and predictive inferences
Types of Induction
Testimony
Paraphrase or quotation from a credible source on a topic
Expert Prestige Lay
Ethos: Credibility Appeals
Based on audience perception of... Competence Trustworthiness Dynamism
Use ethos in support of, never in place of, logical appeals.
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.
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