360 16.4 Understanding PrinciPles of PersUasive sPeaking
a convincing insistence that a need will go unmet unless a particular action or
attitude change occurs.
Cognitive dissonance, needs, and appeals to the emotions, both positive
and negative, can all persuade listeners to change their attitudes, beliefs, values,
and behavior. Realize, however, that persuasion is not as simple as these ap-
proaches might lead you to believe. There is no precise formula for motivating
and convincing an audience; attitude change occurs differently in each individ-
ual. Persuasion is an art that draws on science. Cultivating a sensitivity to listen-
ers’ emotions and needs and ethically using public-speaking strategies you have
learned will help you to make your persuasive messages effective.Quick check
Using Fear appeals Effectively
fear appeals are more effective when
• the fear appeal is directed toward loved ones.
• you have high credibility.
• the threat is perceived as real and may actually happen.
• the fear appeal is strongly supported by evidence.
• the fear appeal empowers listeners to act.How to Develop Your Persuasive
Speech
16.4 Prepare and present an audience-centered persuasive speech.
Although you now understand what persuasion is and how it works, you may
still be concerned about how to go about preparing your persuasive speech. The
process of developing a persuasive speech follows the same audience-centered
path you would take to develop any speech, as illustrated by our now familiar
model of the speechmaking process in Figure 16.3. You consider your audience
at every step when attempting to persuade listeners.Consider the Audience
Although being audience-centered is important in every speaking situation, it
is vital when your objective is to persuade. It would be a challenge to persuade
someone without knowing something about his or her interests, attitudes, be-
liefs, values, and behaviors.
Remember that while you are speaking, audience members have a variety
of thoughts running through their heads. Your job as a speaker is to develop a16.4