Learning Objectives

1.

Define persuasive speaking. Persuasive speaking is the means a speaker uses to modify the thoughts, feelings, or actions of receivers so that they change the attitudes or behavior that the speaker does not approve and, instead, adopt attitudes and behaviors compatible with the speaker's interests and world view. The proposition of the speech indicates the kind of change the persuasive speaker would like to create in receivers.

2.

Define and distinguish between attitudes and beliefs. In order to influence receivers, speakers need to address their attitudes and beliefs. Attitudes are the mental sets or predispositions receivers bring to a speech. Beliefs are the building blocks of attitudes. A receiver's belief system is comprised of everything the receiver believes to be true. Whereas attitudes are measured on a favorable-unfavorable scale, beliefs are measured on a probable-improbable scale. The more central a belief, the harder it is to change.

3.

Distinguish between logical and fallacious reasoning. Speakers who give their receivers logical reasons to support their propositions improve their chances of realizing their speech-making goals. By using deductive and inductive reasoning, as well as reasoning from causes and effects, and reasoning from analogy, speakers can build their case and earn receiver support. Ethical speakers do not rely on fallacious reasoning to win the support of receivers. Among the logical fallacies unethical speakers use are argument ad hominem, red herring, the false division, the false cause, the bandwagon appeal, and the appeal to authority.

4.

Explain the concept of credibility. A speaker's success as a persuader is in part determined by his or her credibility-or how an audience perceives him or her. In order to find a speaker credible, receivers need to believe the speaker is a person of good character, is knowledgeable, and is personable. The assessment of a speaker's credibility can change during or as a result of a speech.

5.

Develop and present a persuasive speech. The job of the persuader is to build an effective case that includes well-supported reasons and appeals for accepting a speaker's proposition. The audience must be drawn into the speech, sense the speaker's conviction and belief in the position he or she is advocating, and be reminded at the conclusion of the speech of what they need to believe and/or do.

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