Chapter 16 - Persuasive Speech Flashcards
What is a persuasive speech?
A speech that aims to change others by prompting them to think, feel, believe, or act differently.
What are the three pillars of persuasive?
Ethos
Pathos
Logos
What is ethos?
It refers to the perceived personal character of the speaker.
When we attribute high ethos to people what do we perceive?
- they have integrity
- they can be trusted
- they have goodwill towards us
- they know what they are talking about
- they are committed to the topic
What is pathos?
It refers to emotional reasons for attitudes, beliefs, or actions. Emotional proofs address the more subjective reasons for or beliefs in people, ideas, causes, and courses of action.
What is logos?
Is rational or logical proof. Logical proofs are arguments, reasoning, and evidence to support claims.
What are forms of reasoning?
Inductive reasoning
Reductive reasoning
What is inductive reasoning?
It begins with specific examples and uses them to draw a general conclusion.
What is deductive reasoning?
It begins with a broad claim that listeners accept. Following this, the speaker then offers a specific claim.
What is the toulmin model?
It includes qualifiers and rebuttals. Consists of claims, grounds, warrant, qualifier and rebuttal?
What is the first component of Toulmin’s model?
Claim: an assertion.
What must one have to believe a claim?
Grounds: evidence or data that supports the claim
How are grounds justified?
Warrants: an explanation of the relevance of the grounds to the claim.
What is a qualifier?
A word or phrase that limits the scope of one’s claim.
What is the final component of Toulmin’s model?
Rebuttal: anticipates and addresses reservations that listeners are likely to have about claims.
What is credibility?
A speaker earns this by convincing listeners that he or she has integrity and goodwill toward them and can be trusted.
What are the three ways that establish goodwill?
- Showing understanding of listeners ideas, feelings, and needs
- Demonstrating empathy or identification with listeners feelings
- Being responsive to listeners while speaking.
How do you develop credibility?
Initial credibility
Derived credibility
Terminal credibility
What is initial credibility?
The expertise and trustworthiness recognized by listeners before a presentation begins.
What is derived credibility?
The expertise and trustworthiness that listeners confer on speakers as a result of how speakers communicate during presentations.
What is terminal credibility?
It is the cumulative expertise, goodwill, and trustworthiness listeners attribute to a speaker - a combination of initial and derived credibility.
What are some ways to enhance credibility?
- State your qualifications
- Show listeners you care about them
- Appeal to your emotions
- Reason carefully
How do you organize speeches for persuasive impact?
- Introduction should capture listeners attention
- Conclusion should summarize main points
- Provide internal summaries of main points
- Provide smooth transitions between parts
- Body of speech should organized to reinforce your thesis
What is a motivated sequence pattern?
Follows a natural pattern of human thought by gaining listeners attention, demonstrating a need, offering a solution, and then helping them visualize and act on the solution.
What falls under one-sided and two-sided presentations?
Listeners expectations
Listeners attitudes
Listeners knowledge
What will listeners expect in a speech?
For the speaker to discuss more than one side of an issue. Expectations can also be shaped by ores perch publicity
Why is it important to acknowledge listeners attitudes?
If they already favor your position, you may not need to discuss alternative positions in depth. However, it listeners favor a position different from yours, then it’s essential to acknowledge and deal with their views.
Why is a listeners knowledge important?
Listeners who are well informers about a topic are likely to be aware of more than one side, so your credibility will be enhanced if you include all sides in your presentation.
What is inoculation?
“Immunizes” listeners in advance against opposing ideas and arguments they may encounter in the future.
What is identification?
Finding common ground, recognizing and enlarging commonalities between communicators.
What are the guidelines for effective persuasive speeches?
- Create common ground with listeners
2. Adapt to listeners avoid fallacious reasoning
What is fallacy?
An error in reasoning (derived from the Latin word fallacia which means deceit)
What are the eight common fallacies in reasoning?
- Ad Hominem arguments
- Post hoc, ergo proper hoc
- The bandwagon appeal
- Slippery slope
- Hasty generalization
- Red herring argument
- Either-or logic
- Reliance on the halo effect
What are ad hominem arguments?
Ones that go to the person instead of the idea
What is post hoc, ergo propter hoc?
A Latin phrase meaning, “after this, therefore because of this.”
What is the bandwagon appeal?
Argues that because most people believe or act a particle way, you should too.
What is the slippery slope?
Claims that once we take the first step, more and more steps inevitably will follow until come unacceptable consequence results.
What is hasty generalization?
A broad claim based on too limited evidence
What is the red herring argument?
Speakers who try to deflect listeners from relevant issues
What is either-or logic?
Simplistic and fallacious
What is reliance on the halo effect?
Occurs when we generalize a person’s authority or expertise in a particular area to other areas that are irrelevant to their person’a experience and knowledge
What are the eight organizational patterns for persuasive speeches?
Time Spatial Topical Star Wave Comparative Problem-solution Cause-effect
What program did the Harvard School of Public Health launch?
The Harvard Alcohol Project
What were the three major networks airing the Harvard Alcohol Project?
ABC, CBS, NBC
