Logic Is the Art of Persuasion and Public Speaking
Defining a Persuasive Oral communication
Persuasive speeches aim to convince the audition to believe a certain view.
Learning Objectives
Identify the qualities of a persuasive speech
Fundamental Takeaways
Key Points
- Persuasive speeches can come in many forms, such every bit sales pitches, debates, and legal proceedings.
- Persuasive speeches may utilise the three modes of persuasion: ethos, desolation and logos.
- Ethos is the nigh important entreatment in a persuasive voice communication.
- Factors such equally body language, the willingness of the audition, and the environment in which the speech is given, all bear upon the success of a persuasive speech.
- Audience Assay is important in a persuasive spoken communication, equally the audience volition be convinced for their own reasons, not for the speaker's reasons.
Key Terms
- persuasion: the procedure aimed at irresolute a person's (or a group's) attitude or beliefs
- Logos: logical entreatment to the audience; does the speaker's argument make sense?
- pathos: emotional appeal to the audience
- Audition Analysis: the speaker's agreement of the audience's noesis, personal experience, and proximity to a topic
- ethos: credibility of the speaker, assigned to them by the audition
Definition
A persuasive speech is a specific blazon of speech in which the speaker has a goal of disarming the audition to have his or her bespeak of view. The speech is arranged in such a way as to hopefully cause the audience to take all or part of the expressed view. Though the overarching goal of a persuasive oral communication is to convince the audition to have a perspective, not all audiences can be convinced past a single speech and not all perspectives tin can persuade the audience. The success of a persuasive spoken communication is oft measured by the audience's willingness to consider the speaker's argument.
Persuasive Speech: President Gerald Ford and Jimmy Carter meet at the Walnut Street Theater in Philadelphia to fence domestic policy.
The Sales Pitch
An instance of a persuasive speech is a sales pitch. During a sales pitch, the speaker is trying to convince the audience to purchase his or her product or service. If the salesperson is successful, the audience (the person being sold to) will choose to purchase the product or service.
Still, salespeople understand that just because someone does non make a purchase after the first sales pitch does non mean the pitch failed. Persuasion is often a process. People may need multiple persuasive pitches and a lot of outside data before they are gear up to accept a new view.
Components of a Persuasive Oral communication
While ethos is an essential part of a persuasive spoken communication, pathos and logos are normally combined to form the all-time possible argument.
While a speaker can attempt to establish ethos, or credibility, with an audience, information technology is ultimately assigned to them based on the audition'southward perception. If the audience does not perceive the speaker as a apparent source on the topic well-nigh which they are speaking, they volition ultimately have a difficult time considering the speaker's argument.
The logos in a spoken communication, or logical appeals, are arguments that present a ready of information and show why a conclusion must rationally be truthful. For instance, arguments heard in court are logical arguments.
Desolation, emotional appeals, are appeals that seek to make the audience experience a certain way then that they will accept a decision. Negative political ads, for example, often incorporate emotional appeals by juxtaposing an opponent with a negative emotion such as fear.
How to Succeed
Using an attention grabbing device is a powerful way to begin a persuasive speech. If you tin can make your audition express mirth, think virtually a personal feel, or tell an chestnut that produces emotion, they are more likely to mind to the content of your argument. Additionally, keeping a oral communication within 6-8 minutes makes the audition less probable to let their listen wander abroad from what you are maxim.
The effectiveness of a persuasive speech also depends on factors beyond the words of the speech. The willingness of the audience to accept a new view, the body language of the speaker, and the environment in which the oral communication is given all can touch the success of a persuasive speech communication.
A successful speaker will practise their best to establish potent ethos with their audience, and combine pathos and logos to form the best possible argument. Audition analysis is an important gene when giving a persuasive oral communication. For instance, if a speaker is trying to convince the audience non to tell their children about Santa Claus, using arguments that relate and resonate with them, such as encouraging them to remember how they felt when they discovered he wasn't existent, volition be more successful than if the speaker shared a negative personal experience of their own.
The Goals of a Persuasive Spoken language: Convincing, Actuation, and Stimulation
Persuasive speeches can be designed to convince, incite action, or heighten belief by the audition.
Learning Objectives
Define the iii goals of a persuasive voice communication
Key Takeaways
Central Points
- Convincing speeches aim to get the audition to change their mind to have the view put along in the speech communication.
- Actuation speeches seek to incite a certain action in the audience.
- Stimulation speeches are designed to become an audience to believe more enthusiastically in a view.
Central Terms
- actuate: To incite to action; to motivate.
- stimulation: An activity causing excitement or pleasure.
- convince: To make someone believe, or experience sure about something, especially by using logic, argument or testify.
The overall goal of a persuasive speech is for the audition to accept your viewpoint as the speaker. However, this is not a nuanced plenty definition to capture the actual goals of different persuasive speeches. Persuasive speeches can exist designed to convince, actuate, and/or stimulate the audience.
Convincing
A convincing oral communication is designed to cause the audience to internalize and believe a viewpoint that they did not previously hold. In a sense, a convincing argument changes the audience's mind. For example, suppose y'all are giving a persuasive speech claiming that Coke is better than Pepsi. Your goal is not only for the audition to hear that you enjoy Coke more, but for Pepsi lovers to change their minds.
Actuation: Political candidates use actuation speeches so that their supporters will cast their votes.
Actuation
An actuation voice communication has a slightly different goal. An actuation voice communication is designed to cause the audience to do something, to take some action. This type of speech is specially useful if the audience already shares some or all of your view. For example, at the end of presidential campaigns, candidates begin to focus on disarming their supporters to actually vote. They are seeking to actuate the action of voting through their speeches.
Stimulation
Persuasive speeches tin can besides be used to raise how fervently the audition believes in an idea. In this instance, the speaker understands that the audience already believes in the viewpoint, but not to the caste that he or she would similar. As a outcome, the speaker tries to stimulate the audience, making them more than enthusiastic about the view. For instance, religious services oftentimes utilize stimulation. They are not trying to convince those of another faith to switch religions necessarily; there is an understanding that the congregation already accepts part or all of the faith. Instead, they are trying to enhance the caste of belief.
Persuasive vs. Informative Speaking
Informative and persuasive speeches differ in what they want the audience to walk abroad with: facts or an opinion.
Learning Objectives
Differentiate between informative and persuasive speeches
Primal Takeaways
Central Points
- Informative speeches (or advisory speeches) seek to provide facts, statistics, or full general testify. They are primarily concerned with the transmission of knowledge to the audition.
- Persuasive speeches are designed to convince the audience that a certain viewpoint is correct. In doing so, the speaker may utilize information.
- Informative and persuasive speeches are exemplified by bookish lectures and sales pitches, respectively.
Fundamental Terms
- informative: Providing knowledge, especially useful or interesting information.
Informative (or advisory) and persuasive speaking are related, but distinct, types of speeches. The divergence between the two lies in the speaker'southward end goal and what the speaker wants the audience to leave with.
Informative speeches are probably the most prevalent multifariousness of oral communication. The goal is always to supply information and facts to the audition. This information tin can come in the class of statistics, facts, or other forms of evidence. Informational speeches exercise non tell people what to do with the information; their goal is for the audience to have and sympathize the information. Academic lectures are frequently informational speeches, because the professor is attempting to present facts and then the students can understand them.
Informative Speeches: Journalists, like Walter Cronkite, more often than not employ informative speeches to inform their viewers most news events.
Informational speeches may have a tendency to get overdrawn and dull. Their goal is not to excite the audience members, just rather to provide them with cognition they did not accept before the speech.
Like informational speeches, persuasive speeches utilize information. However, persuasive speeches are designed for the audience to not merely hear and understand the information, but to apply it to be convinced of a viewpoint. The end goal of a persuasive speech is not for the audition to have data, just rather for them to have a certain view. Persuasive speeches may use some of the aforementioned techniques as advisory speeches, just can as well use emotions to convince the audience. A sales pitch is i instance of a persuasive speech.
A common cry against certain persuasive speeches is that they rely besides much on emotion and not enough on facts. A persuasive speech that succeeds in convincing the audition to accept a view but is based on faulty or misleading information is unethical.
The Psychology of Persuasion
Each private is persuaded by different things over different fourth dimension-periods, and then to exist effective each pitch must be customized.
Learning Objectives
Explain the two psychological theories of persuasion
Key Takeaways
Key Points
- Each person is unique, so in that location is no single psychological key to persuasion.
- Cialdini proposed six psychological persuasive techniques: reciprocity, delivery and consistency, social proof, authorization, liking, and scarcity.
- The Human relationship Based Persuasion technique has iv steps: survey the situation, confront the five barriers to a successful influence encounter, brand the pitch, and secure the commitments.
Key Terms
- reciprocity: the responses of individuals to the deportment of others
- social proof: People tend to exercise things that they see others are doing.
There is no unmarried central to a successful persuasive spoken communication. Some people take longer than others to exist persuaded, and some respond to different persuasion techniques. Therefore, persuasive speakers should exist cognizant of audience characteristics to customize the pitch.
Persuasion: A persuasive speech communication is given with the goal of influencing how the audition thinks about a certain topic.
The psychology of persuasion is best exemplified by two theories that try to explain how people are influenced.
Robert Cialdini, in his book on persuasion, defined six "weapons of influence:"
- Reciprocity: People tend to render a favor. In Cialdini'south conferences, he often uses the case of Ethiopia providing thousands of dollars in humanitarian help to Mexico just after the 1985 convulsion, despite Ethiopia suffering from a crippling dearth and ceremonious war at the time. Ethiopia had been reciprocating for the diplomatic back up Mexico provided when Italian republic invaded Federal democratic republic of ethiopia in 1937.
- Commitment and Consistency: Once people commit to what they think is correct, they are more likely to honour that commitment even if the original motivation is subsequently removed. For example, in automobile sales, suddenly raising the cost at the last moment works considering buyers have already decided to purchase.
- Social Proof: People will do things they run into other people are doing. In one experiment, if one or more person looked up into the sky, bystanders would so look up to encounter what they could see. This experiment was aborted, as so many people looked up that they stopped traffic.
- Potency: People will tend to obey authority figures, fifty-fifty if they are asked to perform objectionable acts. Cialdini cites incidents like the Milgram experiments in the early on 1960s and the My Lai massacre in 1968.
- Liking: People are easily persuaded by other people whom they similar. Cialdini cites the marketing of Tupperware, wherein people were more likely to buy from others they liked. Some of the biases favoring more attractive people are discussed, but generally more aesthetically pleasing people tend to use this influence over others.
- Scarcity: Perceived scarcity will generate demand. For case, maxim that offers are available for a "limited time just" encourages sales.
The second theory is called Human relationship Based Persuasion. Information technology was adult by Richard Shell and Mario Moussa. The overall theory is that persuasion is the art of winning over others. Their four step approach is:
- Survey your situation: This footstep includes an assay of the persuader'south situation, goals and challenges.
- Face the v barriers: Five obstacles pose the greatest risks to a successful influence encounter – relationships, credibility, communication mismatches, belief systems, and interest and needs.
- Brand your pitch: People need a solid reason to justify a conclusion, yet at the same fourth dimension many decisions are fabricated on basis of intuition. This footstep also deals with presentation skills.
- Secure your commitments: In order to safeguard the longtime success of a persuasive decision, it is vital to deal with politics at both the individual and organizational level.
The Ethics of Persuasion
Persuasion is unethical if information technology is for personal proceeds at the expense of others, or for personal gain without the knowledge of the audition.
Learning Objectives
Hash out the qualities that assure that persuasion is upstanding
Key Takeaways
Key Points
- Methods such equally torture, coercion, and brainwashing are ever unethical.
- Ethical persuasion has iii components: the exploration of the other person's viewpoint, the explanation of your viewpoint, and the creation of resolutions.
- Tests such as the TARES exam and the Fitzpatrick & Gauthier test are used to determine if a persuasion endeavor is ethical.
Key Terms
- coercion: Utilize of physical or moral force to compel a person to do something, or to abstain from doing something, thereby depriving that person of the exercise of complimentary will.
Ethics of Persuasion
Not all persuasion is upstanding. Persuasion is widely considered unethical if it is for the purpose of personal gain at the expense of others, or for personal gain without the noesis of the audition. Furthermore, some methods of persuasion are wholly written off as unethical. For case, coercion, brainwashing, and torture are never considered upstanding.
Agreement Ethics: Al Capone, an American gangster in the early 20th century, used coercion as a persuasive technique, which isn't ethical.
Barring whatever of the persuasive methods that are easily distinguished as unethical (such equally torture), the line betwixt ethical and unethical is less clearly demarcated. Upstanding persuasion has a serial of common characteristics that are missing in unethical persuasion. Ethical persuasion seeks to reach the post-obit three goals:
- Explore the other person's viewpoint
- Explain your viewpoint
- Create resolutions
Notably, this approach involves input from the audition and an honest caption of your viewpoint. If yous accept questions about the ideals of a persuasive attempt, there are a number of tests that can be washed.
TARES Examination
Sherry Baker and David Martinson proposed a five-role TARES test to help guide the PR practitioner to ascertain ethical persuasion. An ethical persuasive speech must accept all of the following components:
- Truthfulness of the bulletin
- Authenticity of the persuader
- Respect for the audience
- Disinterestedness of the persuasive appeal
Fitzpatrick & Gauthier
Fitzpatrick and Gauthier developed a serial of questions that must exist honestly answered to determine how ethical a pitch is:
- For what purpose is persuasion being employed?
- Toward what choices and with what consequences for private lives is persuasion being used?
- Does the persuasion in this case contribute to or interfere with the decision-making process for its target audience?
Source: https://courses.lumenlearning.com/boundless-communications/chapter/introduction-to-persuasive-speaking/