Page 430 - Between One and Many The Art and Science of Public Speaking

Chapter 14 Persuasive Speaking 397

Arjun also brings up the fact that the brewers and distillers of alcohol have
created campaigns for responsible drinking. With tongue-in-cheek he also at-
tacks these campaigns, using an anecdote to show that, in reality, they encour-
age binge drinking.

Persuasive Strategy

Finally, we think Arjun’s speech attempts to stimulate elaborated thinking. His
use of varying types of evidence and his organization suggest he wants audience
members to think critically about what he is saying. Similarly, he wants them to
think critically about the choice to drink or not drink. This is clearly aimed at
the central rather than peripheral route of information processing.

Summary
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Persuasion is both multifacted and diffi cult. Five common purposes for persua-
To evaluate your understand-
sive speaking are: ing of this chapter, visit our
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• Adoption

• Reinforcement
• Inoculation
• Change of attitudes, beliefs, and behaviors
The rhetorical situation affects persuasion and includes:

• Audience
• Context

• Constraints, such as ethics, time, and place
How you are perceived by the audience will affect your success as a persuader.

• Credibility (ethos) is based on perceptions of competence and character.
• Perceptions of similarity and interpersonal attraction can enhance
persuasiveness.
• Nonverbal communication in delivery affects audience impressions before,
during, and after the speech.

Patterns for organizing a persuasive message include the following:
• Problem–solution
• Stock issues