1. Copyright © 2011 Cengage Learning 1.1Chapter 4 – Analyzing Your Audience
Essentials ofEssentials of
Public SpeakingPublic Speaking
Cheryl Hamilton, Ph.D.
5th Edition5th Edition
Analyzing
Your
Audience
Chapter 4
Cheryl HamiltonCheryl Hamilton

2. Copyright © 2011 Cengage Learning 1.2
Key IdeasKey Ideas
 DefineDefine Audience AnalysisAudience Analysis
 Explain why Audience Analysis should be theExplain why Audience Analysis should be the
first step in a speechfirst step in a speech
 Discuss the four ways to analyze an audienceDiscuss the four ways to analyze an audience
 Identify strategies for collecting informationIdentify strategies for collecting information
Chapter 4 – Analyzing Your Audience

3. Copyright © 2011 Cengage Learning 1.3Chapter 4 – Analyzing Your Audience
Flashback . . .Flashback . . .
Values in Aristotle’s DayValues in Aristotle’s Day
In hisIn his RhetoricRhetoric, Aristotle suggests that speakers, Aristotle suggests that speakers
may be more persuasive when they relate theirmay be more persuasive when they relate their
proposals to things that “create or enhance”proposals to things that “create or enhance”
listener happiness – a type of audiencelistener happiness – a type of audience
analysis. His list of things that made Greeksanalysis. His list of things that made Greeks
happy included prominent birth, many children,happy included prominent birth, many children,
good friends, health, beauty, athletic ability,good friends, health, beauty, athletic ability,
wealth, honor, power, and virtue. How many ofwealth, honor, power, and virtue. How many of
these items make people happy today?these items make people happy today?

4. Copyright © 2011 Cengage Learning 1.4Chapter 4 – Analyzing Your Audience
Situational InformationSituational Information
 Voluntary or required attendanceVoluntary or required attendance
 Number of people attendingNumber of people attending
 Audience knowledge about the topicAudience knowledge about the topic
 Audience knowledge about the speakerAudience knowledge about the speaker
 Type of presentation the audience isType of presentation the audience is
expectingexpecting
 Number of previous speakers before youNumber of previous speakers before you

5. Copyright © 2011 Cengage Learning 1.5Chapter 4 – Analyzing Your Audience
Demographic InformationDemographic Information
 AgeAge
 Ethnic or cultural backgroundEthnic or cultural background
 GenderGender
 Group affiliationGroup affiliation
 Marital status (children; elderly parents)Marital status (children; elderly parents)

6. Copyright © 2011 Cengage Learning 1.6Chapter 4 – Analyzing Your Audience
Demographic InformationDemographic Information
 OccupationOccupation
 EducationEducation
 College majorCollege major
 Economic statusEconomic status

7. Copyright © 2011 Cengage Learning 1.7Chapter 4 – Analyzing Your Audience
Psychological InformationPsychological Information
 Value -Value - A deep-seated principle
(often learned from family, school,
or religion) that serves as a personal
guideline for behavior—values are
the underlying support for our
beliefs and attitudes.
(e.g. family security)(e.g. family security)

8. Copyright © 2011 Cengage Learning 1.8Chapter 4 – Analyzing Your Audience
Psychological InformationPsychological Information
 Value -Value - A deep-seated principle
(often learned from family, school,
or religion) that serves as a personal
guideline for behavior—values are
the underlying support for our
beliefs and attitudes.
(e.g. family security)(e.g. family security)

9. Copyright © 2011 Cengage Learning 1.9Chapter 4 – Analyzing Your Audience
The Relationship BetweenThe Relationship Between
Attitudes, Beliefs,Values andAttitudes, Beliefs,Values and
NeedsNeeds
Value
(family security)
Belief
(“Children are better off
With two parents)
Attitude
(anti-divorce)
Needs
Safety and social

10. Copyright © 2011 Cengage Learning 1.10Chapter 4 – Analyzing Your Audience
Psychological InformationPsychological Information
 Belief - The mental acceptance that
something is true even if we can’t
prove it to be true—beliefs are the
reasons we hold the attitudes we
do.
 Attitude -Attitude - A feeling of like, dislike,
approval, or disapproval toward a
person, group, idea, or event—
attitudes influence behaviors.

11. Copyright © 2011 Cengage Learning 1.11Chapter 4 – Analyzing Your Audience
Psychological InformationPsychological Information
 Need - A state in which some
sort of unsatisfied condition
exists—needs are a result of
our attitudes, beliefs, and
values.

12. Copyright © 2011 Cengage Learning 1.12Chapter 4 – Analyzing Your Audience
Physiological
Safety
Social
Self-esteem
Self-actualization
Maslow’s Hierarchy of NeedsMaslow’s Hierarchy of Needs

13. Copyright © 2011 Cengage Learning 1.13
Applying Needs AnalysisApplying Needs Analysis
 Each audience will have different franes ofEach audience will have different franes of
referencereference
 Lower levels of Maslow’s hierarch must beLower levels of Maslow’s hierarch must be
satisfied before listeners focus on highersatisfied before listeners focus on higher
levelslevels
 Met needs no longer motivateMet needs no longer motivate
 Fitting message to audience needs is calledFitting message to audience needs is called
framingframing..
Chapter 4 – Analyzing Your Audience

14. Copyright © 2011 Cengage Learning 1.14Chapter 4 – Analyzing Your Audience
Audience TypesAudience Types
 FriendlyFriendly
– Heard you speak before
– Positive to what you are saying
– Sold on your topic
 NeutralNeutral
– Consider themselves objective
– Open to new information
– Looking for logic and facts

15. Copyright © 2011 Cengage Learning 1.15Chapter 4 – Analyzing Your Audience
Audience TypesAudience Types
 Uninterested or indifferentUninterested or indifferent
– Short attention span
– With they were somewhere else
– Will be polite but probably will take a “mental holiday”
 HostileHostile
– Predisposed to dislike you or your topic
– This audience is the greatest challenge

16. Copyright © 2011 Cengage Learning 1.16Chapter 4 – Analyzing Your Audience
Speaking StrategiesSpeaking Strategies
 Friendly audienceFriendly audience
– Any pattern of organization
– Audience participation.
– Warm, enthusiastic delivery.
– Verbal & visual supports.
 Neutral audienceNeutral audience
– Problem-solution organization.
– Controlled, authoritative delivery.
– Expert, non-flashy verbal and visual supports.

17. Copyright © 2011 Cengage Learning 1.17Chapter 4 – Analyzing Your Audience
Speaking SrategiesSpeaking Srategies
 Uninterested audienceUninterested audience
– Three-point or brief organization.
– Dynamic, entertaining delivery.
– Humorous, colorful, & powerful verbal and visual
supports.
 Hostile audienceHostile audience
– Topical, time, or spatial organization.
– Calm, controlled delivery.
– Objective, expert supports; avoid narratives & humor.

18. Copyright © 2011 Cengage Learning 1.18Chapter 4 – Analyzing Your Audience
Using Audience InformationUsing Audience Information
 Determine needs of the audienceDetermine needs of the audience
 Determine relevant attitudes, beliefs andDetermine relevant attitudes, beliefs and
valuesvalues
 Determine evidence & emotional appealsDetermine evidence & emotional appeals
 Select visual aids & attention-gettersSelect visual aids & attention-getters
 Determine how to best motivate andDetermine how to best motivate and
persuadepersuade

19. Copyright © 2011 Cengage Learning 1.19Chapter 4 – Analyzing Your Audience
Essentials ofEssentials of
Public SpeakingPublic Speaking
Cheryl Hamilton, Ph.D.
5th Edition5th Edition
Analyzing
Your
Audience
Chapter 4
Cheryl HamiltonCheryl Hamilton