Chapter 13: Persuasive Speaking
Persuasive speaking begins with an assessment of the rhetorical situation, which includes the goal(s) the speech is designed to achieve. Among the goals a persuasive speech may be trying to achieve are to reinforce existing beliefs, to inoculate against counterpersuasion, to change attitudes, and to prompt the audience to act. Opinion leadership is the hallmark of the successful persuasive speaker. Aristotle proposes a three-part model of persuasion comprising ethos, logos, and pathos. Elaboration likelihood shows speakers the two potential paths an audience can take in response to a persuasive message. Evidence greatly enhances a persuasive presentation. Three types of evidence commonly used are personal experience, expert testimony, and facts and statistics, or first-order, second-order, and third-order data respectively. Two-sided messages are generally more effective than one-sided speeches. Sometimes speakers use appeals designed to produce conditioned rather than elaborated responses from an audience.
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