Understanding Principles of

Persuasive Speaking

Mrs. Christianson
Speech 1010
Public Speaking



Persuasion Defined
Persuasion is the process of changing or reinforcing attitudes,
beliefs, values, or behaviors.
In a persuasive speech, the speaker explicitly asks the audience to
make a choice, rather than just informing them of the options.
Attitude is a learned predisposition to respond favorably or
unfavorably toward something. Attitudes are easier to change than
beliefs or values.
Beliefs are what you understand to be true or false. A belief is
easier to change than a value.
Values are an enduring conception of right or wrong, good or bad.

How Persuasive Works
The elaboration likelihood model (ELM) of
persuasion explains how you are persuaded to do or
think about something.
The theory suggests that there are two ways you can be
persuaded:
You can be persuaded by the logic, reasoning,
arguments, and evidence presented to you.
You can be persuaded by such peripheral strategies
as catchy music used in advertisement or simply
liking the salesperson who is selling you a product.
How to Motivate Listeners
Persuasion works because listeners are motivated to respond to a
message.
Use Dissonance
According to dissonance theory, when you are presented with
information inconsistent with your current attitudes, beliefs, or
values, you become aware that you have a problem.
You experience a kind of discomfort called cognitive dissonance.
The first tactic in such a speech is to identify an existing problem or
need.
Effective persuasion, however, requires that you create dissonance,
suggest a solution, and restore balance.
You can restore balance by showing your credibility, clarifying your
message, and refuting well-created arguments.
How to Motivate Listeners
Use Listeners Needs
Abraham Maslow created a hierarchy of needs that motivates
everyones behavior.
Physiological Needs: The most basic human needs air, water, and
food.
Safety Needs: We have a need to feel safe, secure, and protected, and we
need to be able to predict that our own and our loved ones needs for
safety will be met.
Social Needs: We need contact with others and reassurance that they
care about us.
Self-Esteem Needs: The need for self-esteem reflects our desire to think
well of ourselves.
Self Actualization Needs: The need to fully realize ones highest
potential
Self-
Actualization
Needs
Self-Esteem
Needs
Social Needs
Safety Needs
Physiological Needs
Maslows Hierarchy of Needs
How to Motivate Listeners
Use Positive Motivation
Positive motivational appeals are statements
that suggest good things will happen if the
speakers advice is heeded.
Knowing what your audience members view
as desirable, good, and virtuous can help you
select the benefits of your persuasive proposal
that will best appeal to them.


Developing Your Persuasive
Speech
Consider the audience
Be cautious not to make stereotypical assumptions about an audience
based only on cultural factors.
Select and Narrow Your Persuasive Topic
Youll present a better speech if you select a topic you can speak
about with sincere conviction.
The ideal topic speaks to need, concern, or issue of the audience as
well as to your interests.
Determine Your Persuasive Purpose
People rarely make major life changes after hearing just one
persuasive message.
Your persuasive-speaking goal may be to move listeners a bit closer
to your ultimate objective.
Developing Your Persuasive
Speech
When persuading others, most people find it useful to state their
central idea in the form of a proposition.
A proposition is a statement with which you want your audience
to agree.
Proposition of fact focuses on whether something is true or false, on
whether it did or did not happen.
Proposition of value is a statement that calls for the listener to judge
the worth or importance of something.
Proposition of policy advocates a specific action changing a
policy, procedure, or behavior.
Ethics Question
Kristi believes she has a flair for words and, in her speech on
ecology, uses many metaphoric and alliterative expressions
like trembling trees and lacy leaves.

She believes that poetic language will persuade her listeners
more than basic facts and statistics.

Do you agree? Explain your answer.
POP QUIZ
1. What are beliefs?

2. What are values?

3. What are the physiological needs in Marlows hierarchy?

4. What does ELM explain?

5. What is a proposition of policy?

6. What are positive motivational appeals?