Study Guide for chapters 17-20

Chapter 17
Informative speaking:
Goals: enhance understanding, maintain interest, be remembered
Types:
objects , procedures, people, events, ideas

Enhance audience understanding:
clarity (preview, connect points in order, summarize key points, visual outline, stay on point, pace your speech)
principles/ techniques (immediate info, engage, connect to life, relevance to life, solve issues)
clarify unfamiliar and complex points (analogies, vivid descriptions)
Visual reinforcement

Maintain audience attention:
Establish motive for listening
Tell a story (conflict, action, suspense, humor)
Relate to listeners
Enhance audience recall:
Repeat main ideas
Keep it simple
Pace the flow

Chapter 18
Persuasive Speaking:
Changing or reinforcing attitudes, beliefs, values and/or behaviors.
Attitudes: learned disposition
Beliefs: solid understanding (T/F)
Values: ethical judgments( good, bad, right, wrong, worth)

Approaches: Proofs
Ethos: credibility
Logos: logic
Pathos: emotional appeal

ELM: Elaboration Likelihood Model (how audiences interpret persuasive messages)
Two routes: direct – critical (elaborate) and passive- peripheral (do not elaborate)

Motivate listeners:
Dissonance: create imbalance then restore
Coping strategies: discredit source, reinterpret message, seek new info., stop listening, change attitude etc.
Listener needs: Maslow’s hierarchy of basic needs
Physiological needs: comfort
Safety: security
Social: valued
Self- esteem: think well of ourselves
Self actualization: meet potential
Positive vs. Negative Motivation: benefits vs threats and fear appeals

Develop your persuasive speech:
Consider audience:
Diversity, Ethics
Select and narrow topic:
Controversy, Media and Internet resources
Determine your purpose:
Social judgment theory (latitudes of acceptance, rejection, and noncommitment)
Develop your Central idea and main ideas:
Proposition: audience agreement (propositions of fact (T/F), value (worth)and policy (specific action)

Chapter 19
Persuasive Strategies:
Establishing credibility: competence, trustworthiness, dynamism (charisma)
Enhancing credibility: initial vs. derived vs. terminal
Logic/ Evidence: Inductive (general to specific) vs. Deductive reasoning (minor- major premise) vs. Casual (relate)
Support: evidence: facts, examples, hypotheticals, opinions, statistics
Avoid Fallacies: causal, bandwagon, either- or, hasty generalizations, ad hominen ( personal attack), red herring (attack by irrelevant facts), misplaced authority (unrelated credibility- spokespeople), non- sequitur (inconsistent connections)
Emotional appeals: Strategies:
Concrete examples, vivid language, nonverbal gestures, visual imagery, appropriate metaphors, appropriate fear appeals, shared myths
Specified target emotions: hope, pride, courage, reverence
Adaption:
Receptive audience: identification, clarify objective, be honest and clear, solicit immediate show of support, be ethical and effective with appeals, make action appealing and easy
Neutral audience: capture attention early, refer to shared beliefs, relate to listeners and kin, be realistic about goals
Unreceptive audience: do not immediately announce point, hit points of agreement before disagreement, tread lightly- don’t expect immediate changes of heart, acknowledge opposing viewpts., establish credibility, try to encourage understanding rather than advocacy
Strategies for Organization:
Problem- solution, refutation, cause and effect, motivated order,
Chapter 20
Special Occasion speeches
Workplace: reports
Public relations: discuss issues, anticipate criticism
Ceremonial:
Introduction (brief/ accurate)
Toasts (salute)
Award Presentations: (occasion, history and significance of event, name the person)
Nominations
Acceptances
Keynote: summarize emphasis of importance
Commencement addresses
Commemorative Addresses/ Tributes
Eulogies
Humor Effectiveness: topics, stories, verbal strategies ( puns, hyperbole- exaggeration, understatement, irony, wit)