How to Write a Persuasive Speech Part One: Understanding Principles of Persuasion

Summary

This video discusses the importance of understanding persuasive speech, outlining key concepts such as persuasion, motivation, and social judgment theory. Persuasion is a gradual process aimed at changing attitudes, beliefs, and behaviors, often requiring logical evidence, credibility, and emotional appeal. Motivation drives this process, utilizing strategies like appealing to needs or highlighting positive outcomes. The social judgment theory categorizes listeners based on their acceptance, rejection, or neutrality toward ideas. Effective persuasion depends on tailoring speeches to the audience’s position and using various motivational strategies to encourage action.

Takeaways

• 😀 Persuasion is an essential part of daily life, whether we're trying to change someone else's opinion, persuade ourselves, or be influenced by others.
• 😀 Effective persuasive speech involves understanding the concepts of persuasion, motivation, and social judgment theory.
• 😀 Persuasion is a gradual process, often moving listeners toward acting on their beliefs through logical reasoning, emotional appeal, and credibility.
• 😀 Persuasion should begin with humility, acknowledging that you can learn from those you attempt to persuade.
• 😀 Ethical leadership, cultural competence, and community engagement are important principles when creating a persuasive speech.
• 😀 Motivation in persuasion is crucial to move listeners along the continuum, from neutral to acceptance or action.
• 😀 Maslow's hierarchy of needs can be used to motivate listeners by appealing to their physical, emotional, and social needs.
• 😀 Social judgment theory suggests that every audience member will fall into one of three categories: rejection, non-commitment, or acceptance.
• 😀 Tailoring your speech to the audience's current stance (rejection, non-commitment, or acceptance) is essential for successful persuasion.
• 😀 The goal of a persuasive speech is not merely to inform, but to change attitudes, beliefs, or behaviors and motivate the audience to act on their own.

Q & A

What are the main goals of persuasive speech?

The main goal of persuasive speech is to change or influence the attitudes, beliefs, values, or behaviors of the audience. It is a gradual process that aims to motivate the audience to take action based on new information or perspectives.

How does the process of persuasion occur?

Persuasion occurs through the use of logos (logical reasoning), ethos (credibility), and pathos (emotional appeal). Logical evidence is presented, credible sources are used to establish trust, and emotions are ethically appealed to in order to motivate the audience.

What is the role of motivation in persuasion?

Motivation drives the audience along the persuasion continuum. It involves making the audience uncomfortable with their current beliefs, appealing to their needs (e.g., Maslow's hierarchy), showing positive outcomes of adopting a new belief, or highlighting the negative consequences of inaction.

What is the Social Judgment Theory and how does it relate to persuasion?

Social Judgment Theory suggests that each audience member falls into one of three categories: rejection, non-commitment, or acceptance. This theory helps determine how to approach an audience based on their current stance on an issue, allowing the speaker to tailor their arguments and motivation techniques accordingly.

Why is it important to understand the audience when preparing a persuasive speech?

Understanding the audience allows the speaker to construct arguments and motivate effectively. If the audience is opposed, more evidence is needed; if they are undecided, they should be challenged to act. A tailored approach increases the likelihood of successfully persuading the audience.

What is the difference between informing and persuading in a speech?

The goal of an informative speech is to educate the audience by presenting facts and information. A persuasive speech, however, aims to influence the audience’s attitudes or behaviors and encourages them to take specific actions or adopt a particular viewpoint.

How can speakers use Maslow’s hierarchy of needs in persuasive speech?

Speakers can appeal to the audience’s unmet needs according to Maslow’s hierarchy, such as safety, belonging, or esteem. Addressing these needs can motivate the audience to embrace new perspectives or take action, as fulfilling these needs is often a strong driving force.

What is the significance of ethics in persuasive speech?

Ethical persuasion is crucial because it ensures that the speaker's motivations align with the audience's well-being. Persuasion should be based on credibility, cultural competence, and responsible leadership, rather than manipulation or deceit.

What should the specific purpose of a persuasive speech be?

The specific purpose of a persuasive speech should clearly define the desired outcome or action the speaker wants the audience to take after listening. It provides direction for the speech and helps in constructing the message to achieve that specific goal.

What are the four approaches to motivation in persuasive speeches?

The four approaches to motivation are: (1) making the audience uncomfortable with their current beliefs, (2) appealing to basic needs, (3) highlighting the positive outcomes of adopting the new position, and (4) showing the negative consequences of inaction.