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PERSUASIVESPEAKING -ORGANIZATIONPart 2 (Ch 14)
Review   Goals of Persuasion     Audience  Attitudes     Propositions
TodayII. Patterns for Persuasive Speeches
Types of Persuasion   Speech to Convince   Speech to Actuate
Organizational Patterns   Comparative Advantages *   Criteria Satisfaction   Refutative   Statement of Reasons *   Pr...
Example Topic   Proposition: ABC brand car is the best choice!
Statement of Reasons   Most basic structure   Best for proposition of Fact   Main points are reasons
Statement of ReasonsI.     Second strongest reasonII.    Less strong…III.   Strongest reason
Car Example: Statement ofReasons      I want my audience to believe that ABC       brand car is the best on the marketI. ...
Comparative Advantages   Demonstrates that proposed change has more    value than status quo (or A is better than B)   M...
Car example: Comparative Adv.      I want my audience to understand why ABC       car is better than XYZ carI.     ABC ca...
NOT!!!!     I want my audience to understand why ABC      car is better than XYZ carI.    Advantages of ABC carII.   Disa...
Criteria Satisfaction   Seeks agreement on criteria, then    demonstrates how criteria are met   Main point 1 = criteria...
Car example: CriteriaSatisfaction            ABC car is a good choiceI.           We can agree on criteria in selecting a...
Refutative   Main points are reasons to challenge opposing    arguments   Like “backward” Statement of Reasons
Problem Solution   Clarifies nature of problem and offers a    solution   Beneficial for     Audiences   uninformed / n...
Car example: Problem-Solution     The high price of gas can be alleviated by      the type of car you driveI.    Gas pric...
Problem – Cause – Solution   Adds one more point between Problem and    Solution   Cause – Discusses the causes of the s...
Motivated Sequence   Designed to motivate audience to act   Combines “Problem Solution” + Explicit    appeals to act   ...
Motivated SequenceI.     Attention (Introduction)II.    Need / ProblemIII.   Satisfaction / SolutionIV.    VisualizationV....
Car example: MotivatedSequenceI.     Attention: (Introduction)II.    Need: Gas prices are high (evidence)III.   Satisfacti...
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14 02 pers_org_15ed_notes

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14 02 pers_org_15ed_notes

  1. 1. PERSUASIVESPEAKING -ORGANIZATIONPart 2 (Ch 14)
  2. 2. Review Goals of Persuasion  Audience Attitudes  Propositions
  3. 3. TodayII. Patterns for Persuasive Speeches
  4. 4. Types of Persuasion Speech to Convince Speech to Actuate
  5. 5. Organizational Patterns Comparative Advantages * Criteria Satisfaction Refutative Statement of Reasons * Problem – Solution * Problem – Cause – Solution Motivated Sequence *
  6. 6. Example Topic Proposition: ABC brand car is the best choice!
  7. 7. Statement of Reasons Most basic structure Best for proposition of Fact Main points are reasons
  8. 8. Statement of ReasonsI. Second strongest reasonII. Less strong…III. Strongest reason
  9. 9. Car Example: Statement ofReasons I want my audience to believe that ABC brand car is the best on the marketI. ABC car is priced reasonablyII. ABC car is very safeIII. ABC car gets excellent gas mileage
  10. 10. Comparative Advantages Demonstrates that proposed change has more value than status quo (or A is better than B) Main points are the various advantages
  11. 11. Car example: Comparative Adv. I want my audience to understand why ABC car is better than XYZ carI. ABC car is priced more reasonably than XYZ carII. ABC car is safer than XYZ carIII. ABC car gets better gas mileage than XYZ car
  12. 12. NOT!!!! I want my audience to understand why ABC car is better than XYZ carI. Advantages of ABC carII. Disadvantages of XYZ car
  13. 13. Criteria Satisfaction Seeks agreement on criteria, then demonstrates how criteria are met Main point 1 = criteria Main point 2 = satisfaction
  14. 14. Car example: CriteriaSatisfaction ABC car is a good choiceI. We can agree on criteria in selecting a car A. Price B. Safety C. Gas mileageII. ABC car meets these criteria, and is therefore a good choice I. Price II. Safety III. Gas mileage
  15. 15. Refutative Main points are reasons to challenge opposing arguments Like “backward” Statement of Reasons
  16. 16. Problem Solution Clarifies nature of problem and offers a solution Beneficial for  Audiences uninformed / neutral about the problem  Audiences who believe there is a problem, but unsure / neutral on solutions
  17. 17. Car example: Problem-Solution The high price of gas can be alleviated by the type of car you driveI. Gas prices are highest in 20 yearsII. ABC vehicle gets excellent gas mileage
  18. 18. Problem – Cause – Solution Adds one more point between Problem and Solution Cause – Discusses the causes of the stated problem
  19. 19. Motivated Sequence Designed to motivate audience to act Combines “Problem Solution” + Explicit appeals to act Monroe’s Motivated Sequence
  20. 20. Motivated SequenceI. Attention (Introduction)II. Need / ProblemIII. Satisfaction / SolutionIV. VisualizationV. Action (Conclusion)
  21. 21. Car example: MotivatedSequenceI. Attention: (Introduction)II. Need: Gas prices are high (evidence)III. Satisfaction: Drive a gas efficient car such as ABC vehicle (show how this solves issue)IV. Visualization: Further benefits of vehicle (safety, price)V. Action: Purchase ABC vehicle

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