344 16 Understanding PrinciPles of PersUasive sPeaking
Learning Objectives
16.1 Describe the goals of persuasive messages.
16.2 Explain classic and contemporary theories of how persuasion
occurs.
16.3 Describe four ways to motivate listeners to respond to a persuasive
message.
16.4 Prepare and present an audience-centered persuasive speech.It happens to you hundreds of times each day. It appears as commercials on TV,
tweets, Internet ads, and Facebook requests from friends; as advertisements in
magazines and newspapers and on billboards; and as fund-raising letters from
politicians and charities. It also occurs when you are asked to give money to a
worthy cause or to donate blood. “It” is persuasion. Because persuasion is such
an ever-present part of your life, it is important for you to understand how it
works. What are the principles of an activity that can shape your attitudes and
behavior? What do crafters of Internet pop-up ads, salespeople, and politicians
know about how to influence your thinking and behavior that you don’t know?16.1 The Goals of Persuasion
Changing or Reinforcing Audience
Attitudes
Changing or Reinforcing Audience
Beliefs
Changing or Reinforcing Audience
Values
Changing or Reinforcing Audience
Behaviors
16.2 How Persuasion Works
Aristotle’s Traditional Approach:
Using Ethos, Logos, and Pathos to
Persuade
ELM’s Contemporary Approach:
Using a Direct or Indirect Path to
Persuade
Combining Aristotle’s Approach
and the ELM16.3 How to Motivate Listeners
Use Cognitive Dissonance
Use Listeners’ Needs
Use Positive Motivation
Use Negative Motivation
16.4 How to Develop Your Persuasive
Speech
Consider the Audience
Select and Narrow Your Persuasive
Topic
Determine Your Persuasive
Purpose
Develop Your Central Idea and
Main Ideas
Gather Supporting Material
Organize Your Persuasive Speech
Rehearse and Deliver Your Speech