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www.publicspeakingproject.orgpersuasive speakingPublic Speaking: The Virtual Textchapter 16BySarah Stone Watt, Ph.D. &Pepperdine UniversityMalibu, CAJoshua Trey BarnettIndiana UniversityBloomington, INintroductionAt the gas pump, on eggs in thegrocery store, in the examination roomof your doctor’s office, everywhere yougo, advertisers are trying to persuadeyou to buy their product. This form ofpersuasion used to be reserved formagazines and television commercials,but now it is unavoidable. Onemarketing research firm estimates thata person living in a large city todaysees approximately 5,000 ads per day(Story, 2007). It is easy to assume thatour over-exposure to persuasion makesus immune to its effect, but researchdemonstrates that we are moresusceptible than ever. In fact,advertisers have gotten even better atlearning exactly the right times andplaces to reach us by studying differentaudiences and techniques (Aral &Walker, 2012; Blackman, 2009;Rosendaal, Lapierre, van Reijmersdal,& Buijzen, 2011).I do not read advertisements.I would spend all of my timewanting things. Franz KafkaWe also encounter persuasion in ourdaily interactions. Imagine you stop ata café on your way to school, and thebarista persuades you to try somethingnew. While enjoying your espresso, asales person attempts to persuade youto upgrade your home Internet package.Later, while walking across campus,you observe students who areenthusiastically inviting others to jointheir organizations. Within thirtyminutes, you have encountered at leastthree instances of persuasion, and therewere likely others emanating in thechapter objectives:After studying this module, you should be ableto:1.2.3.4.5.6.7.Explain what a persuasivespeech is.Describe the functions ofpersuasive speeches.List the different types ofpersuasive speeches.Identify persuasivestrategies that make aspeech more effective.Apply the appropriateorganizational patternbased on your persuasivegoals.Distinguish betweenethical and unethicalforms of persuasion.Apply module concepts infinal questions andactivities.background unbeknownst to you.Amidst being persuaded, you were alsoactively persuading others. You mayhave tried to convince the Internet salesperson to give you a better deal and anextended contract, and later persuadeda group of friends to enjoy a night onthe town. Persuasion is everywhere.what is persuasivespeaking?You are used to experiencingpersuasion in many forms, and mayhave an easy time identifying examplesof persuasion, but can you explain howpersuasion works? Osborn and Osborn(1997) define persuasion this way:“the art of convincing others to givefavorable attention to our point ofview” (p. 415). There are twocomponents that make this definition achapter outline: Introduction What is Persuasive Speaking? Functions of PersuasiveSpeecheso Speeches to Convinceo Speeches to Actuate Types of Persuasive Speecheso Propositions of Facto Propositions of Valueo Propositions of Policy Choosing a Persuasive SpeechTopic Approaching Audienceso Receptive Audienceso Neutral Audienceso Hostile Audiences Persuasive Strategieso Ethoso Logoso Pathos Organizing PersuasiveMessageso Monroe’s MotivatedSequenceo Direct Method Patterno Causal Patterno Refutation Pattern Conclusion Module Activities Glossary Referencesuseful one. First, it acknowledges theartfulness, or skill, required to persuadeothers. Whether you are challengedwith convincing an auditorium of 500that they should sell their cars and optfor a pedestrian lifestyle or withconvincing your friends to eat pizzainstead of hamburgers, persuasion doesnot normally just happen. Rather it isplanned and executed in a thoughtfulmanner. Second, this definitiondelineates the ends of persuasion—toconvince others to think favorably ofThis work is licensed under the Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 United States License. To view a copy of this license, visit / or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.PDF documents prepared by Donna Painter Graphics.

Chapter 16 Persuasive Speakingwww.publicspeakingproject.orgfor consent are solid practices withdesirable outcomes. By the sametoken, safer sex advocates alsoroutinely spread the message topopulations who might be likely toengage in unsafe or nonconsensualsexual behavior.our point of view. Persuasion“encompasses a wide range ofcommunication activities, includingadvertising, marketing, sales, politicalcampaigns, and interpersonal relations”(German, Gronbeck, Ehninger, &Monroe, 2004, p. 242). Because of itswidespread utility, persuasion is apervasive part of our everyday lives.Although persuasion occurs in nearlyevery facet of our day-to-day lives,there are occasions when more formalacts of persuasion—persuasivespeeches—are appropriate. Persuasivespeeches “intend to influence thebeliefs, attitudes, values, and acts ofothers” (O’Hair & Stewart, 1999, p.337). Unlike an informative speech,where the speaker is charged withmaking some information known to anaudience, in a persuasive speech thespeaker attempts to influence people tothink or behave in a particular way.This art of convincing others ispropelled by reasoned argument, thecornerstone of persuasive speeches.Reasoned arguments, which mightconsist of facts, statistics, personaltestimonies, or narratives, are employedto motivate audiences to think orbehave differently than before theyheard the speech.There are particular circumstancesthat warrant a persuasive approach. AsO’Hair and Stewart point out, it makessense to engage strategies of persuasionwhen your end goal is to influence anyof these things—“beliefs, attitudes,values, and acts”—or to reinforcesomething that already exists. Forinstance, safe sex advocates oftenpresent messages of reinforcement toalready safe sexual actors, remindingthem that wearing condoms and askingscientist would likely recite a numberof statistics linking human productivitywith global warming in her effort toconvince the government officials thatboth the causes and solutions to theclimatic changes were a distinctlyhuman problem.In a nutshell, persuasive speechesmust confront the complex challenge ofinfluencing or reinforcing peoples’beliefs, attitudes, values, or actions, allcharacteristics that may seem natural,ingrained, or unchangeable to anaudience. Because of this, rhetors (orspeakers) must motivate their audiencesto think or behave differently bypresenting reasoned arguments.The triumph of persuasionover force is the sign of acivilized society. Mark Skousenfunctions of persuasivespeechesSo far, we have discussed thefunctions of persuasive speeches—toinfluence or reinforce—onlyperipherally as they relate to ourworking definition. Next, we turn to anin-depth discussion about howpersuasive speeches function.speeches to convinceSome persuasive speeches attempt toinfluence or reinforce particular beliefs,attitudes, or values. In these speeches,called speeches to convince, thespeaker seeks to establish agreementabout a particular topic. For instance, aclimatologist who believes that globalwarming is caused by human behaviormight try to convince an audience ofgovernment officials to adopt thisbelief. She might end her speech bysaying, “In recent years, humans havebeen producing machines that expelCO2 either in their production, theirconsumption, or in both. At the sametime, the level of CO2 in theatmosphere increased dramatically.The connection is clear to many of usthat humans have caused this damageand that it is up to us to similarlyintervene.” Throughout her speech, thespeeches to actuateOther times, persuasive speechesattempt to influence or reinforceactions. Speeches to actuate aredesigned to motivate particularbehaviors. Think of a time when youfound yourself up at 2 a.m. watchinginfomercials. Someone on thetelevision screen was trying very hardto sell you a 20 spatula that morphedinto a spoon with the click of a button.The salesperson described its utilityand innovation for your kitchen, and hedescribed why it would be a goodpurchase for you—after all, how does abusy person like you have time to usetwo different utensils? “But wait,” hewould say, “there’s more!” In case hehad not already convinced you that youneeded this kitchen tool, he ended hisspiel with a final plea—an extraSpoonatula for free. In this infomercial,the salesperson attempted to convinceyou that you needed to buy the kitchentool—it will save you time and money.Thus, not only was the commercial anattempt to convince you to change howyou felt about spoons and spatulas, but16-2

Chapter 16 Persuasive Speakingalso an effort to incite you to action—to actually purchase the Spoonatula.This illustrates a function of persuasivespeeches, to motivate behavior.types of persuasivespeechesPersuasive speeches revolve aroundpropositions that can be defendedthrough the use of data and reasoning.Persuasive propositions respond to oneof three types of questions: questions offact, questions of value, and questionsof policy. These questions can help thespeaker determine what forms ofargument and reasoning are necessaryto support a specific purpose statement.Everything we hear is anopinion, not a fact.Everything we see is aperspective, not the truth. Marcus Aureliuspropositions of factQuestions of fact ask whethersomething “can potentially be verifiedas either true or false” (Herrick, 2011,p. 20). These questions can seem verystraightforward—something is or it isnot—but in reality, the search for truthis a complex endeavor. Questions offact rarely address simple issues suchas, “is the sky blue?” They tend to dealwith deep-seated controversies such asthe existence of global warming, thecause of a major disaster, or someone’sguilt or innocence in a court of law. Toanswer these questions, a propositionof fact may focus on whether or notsomething exists. For example, in theU.S. there is a debate over theprevalence of racial profiling, thepractice of law enforcement officerstargeting people for investigation andarrest based on skin color. On onehand, the American Civil LibertiesUnion advances the proposition:“Racial profiling continues to be aprevalent and egregious form ofdiscrimination in the United States”(ACLU, 2012, para. 2). They verifythis claim using data from governmentstudies, crime statistics, and personalnarratives. However, journalistwww.publicspeakingproject.orgHeather MacDonald (2002) proposesthat studies confirming racial profilingare often based in “junk science”; infact she says, “there’s no credibleevidence that racial profiling exists”(para. 1). To substantiate herproposition, MacDonald relies on astudy of traffic stops on the New Jerseyturnpike along with personal narratives,policy analysis, and testimony from acriminologist. The claim that racialprofiling exists is either true or false,but there is evidence for and againstboth propositions; therefore noconsensus exists.While some propositions of fact dealwith the existence of a particularphenomenon or the accuracy of atheory, others focus on causality. Forexample, the U.S. governmentappointed a commission to evaluate thecauses of the nation’s recent economiccrisis. In their report the commissionconcluded by proposing thatrecklessness in the financial industryand failures on the part of governmentregulators caused the economic crisis.However, Congressman Paul Ryan hasproposed that Medicare is to blame,and the chief investment officer at JPMorgan has proposed that U.S. housingpolicy is the root cause of the problem(Angelides, 2011). Each of these threepropositions of fact is backed by itsown set of historical and economicanalysis.Propositions of fact may also be usedto make predictions concerning whatwill happen in the future. In thesummer of 2011, ten miles of a popularSouthern California freeway wereclosed for an entire weekend.Motorists, news outlets, andgovernment officials called the closure“Carmageddon” because they proposedthere would be an “inevitable and likelyepic traffic tie-up” (Kandel, 2011, para.1). As a result of the predictionsmotorists stayed off the roads and madealternative plans that weekend resultingin much lighter traffic than expected.The proposition may have been true,but the prediction was not fulfilledbecause people were persuaded to stayoff the freeway.When advancing propositions offact, you should focus on the evidenceyou can offer in support of yourproposition. First, make sure that yourspeech contains sufficient evidence toback up your proposition. Next, takethe time to interpret that evidence sothat it makes sense to your audience.Last, emphasize the relationshipbetween your evidence and yourproposition as well as its relevance tothe audience (Herrick, 2011).Bitter experience has taughtus how fundamental ourvalues are and how great themission they represent. Jan Peter Balkenendepropositions of valuePersuasive speakers may also becalled to address questions of value,which call for a proposition judging the(relative) worth of something. Thesepropositions make an evaluative claimregarding morality, aesthetics, wisdom,or desirability. For example, somevegetarians propose that eating meat isimmoral because of the way thatanimals are slaughtered. Vegetariansmay base this claim in a philosophy ofutilitarianism or animal rights(DeGrazia, 2009).Sometimes a proposition of valuecompares multiple options to determinewhich is best. Consumers call for thesecomparisons regularly to determinewhich products to buy. Car buyersmay look to the most recent Car andDriver “10 Best Cars” list to determinetheir next purchase. In labeling a carone of the best on the market for agiven year Car and Driver (2011) says16-3

Chapter 16 Persuasive Speakingthat the cars “don’t have to be thenewest, and they don’t have to beexpensive . . . They just have to meetour abundant needs while satisfying ourevery want” (para. 1).Both the vegetarian and carexamples offer standards for evaluatingthe proposition. Since propositions ofvalue tend to be more subjective,speakers need to establish evaluationcriteria by which the audience canjudge and choose to align with theirposition. When advancing aproposition of value, offer a clear set ofcriteria, offer evidence for yourevaluation, and apply the evidence todemonstrate that you have satisfied theevaluation criteria (Herrick, 2011).An inner process stands inneed of outward criteria. Ludwig WittgensteinThe 2005 disagreement betweenfamily members over removing awoman’s feeding tube after she hadbeen in a coma for 15 years sparked anational debate over the value of lifethat highlights the importance ofevaluation criteria. After years offailed medical treatments andrehabilitation attempts, Terri Schiavo’shusband petitioned the court to removeher feeding tube, initiating a legal battlewith her parents that went all the wayto the President of the United States(Cerminara & Goodman, 2012).Opposing sides in the debate bothclaimed to value life. To support hisproposition that his wife had a right todie, Mr. Schaivo applied the evaluationcriteria of quality of life and arguedthat she would not want to continue towww.publicspeakingproject.orglive in a vegetative state (Caplan,2005). Ms. Schiavo’s parentsvehemently disagreed with hisargument. They also claimed to valuelife and, with the support of religiousgroups, relied on the evaluation criteriaof the sanctity of life to contend thatshe should be kept alive (CatholicCulture, 2005). Both sides gainedwidespread support based on people’sagreement or disagreement with theirevaluation criteria. Despiteintervention on behalf of both state andfederal legislators, the courts eventuallyruled that Mr. Schiavo had the right tohave his wife’s feeding tube removedand allow her to die.A policy is a temporary creedliable to be changed, butwhile it holds good, it has gotto be pursued with apostoliczeal. Mahatma Gandhinew behavior—shopping with reusablebags.When answering a question ofpolicy, speakers will typically begin bydescribing the status quo. If you arearguing that a change must be made,you must first identify the probleminherent in the current behavior, andthen demonstrate that the problem issignificant enough to warrantimmediate consideration. Once youhave established that there is a problemwhich the audience ought to consider,you can then offer your proposal for apreferable course of action (Herrick,2011). Then, it is up to you todemonstrate that your proposed policywill have more benefits than costs.propositions of policyAlthough the Schiavo case wasrooted in a question of value, the debateresulted in a question of policy.Questions of policy ask the speaker toadvocate for an appropriate course ofaction. This form of persuasive speechis used every day in Congress todetermine laws, but it is also usedinterpersonally to determine how weought to behave. A proposition ofpolicy may call for people to stop aparticular behavior, or to start one. Forexample, some U.S. cities have startedbanning single use plastic bags ingrocery stores. Long before officialpublic policy on this issue wasestablished, organizations such as TheSurfrider Foundation and the EarthResource Foundation advocated thatpeople stop using these bags because ofthe damage plastic bags cause tomarine life. In this case localgovernments and private organizationsattempted to persuade people to stopengaging in a damaging behavior—shopping with single use plastic bags.However, the organizations alsoattempted to persuade people to start aIn 2011 the U.S. Postal Service, thenation’s second-largest employer, toldCongress it was facing an 8.3 billionbudget shortfall (Bingham, 2011). Tosolve the problem, the Postal Serviceproposed that be permitted to endSaturday mail delivery and close somepost offices. To make their argument,they first described the status quosaying that the demand for their servicehad dramatically decreased with thepopularity of email and online bill-payservices. They explained that inpreceding years they laid off workersand cut spending to help with theshortfall of revenue, but now anotherplan was necessary to avoid defaultingon their financial obligations. Theyoffered evidence that people preferredending Saturday mail to alternativessuch as paying more for stamps orallocating more tax money to postoffices (Bingham, 2011). Althoughthey made a compelling case, the USPSstill needed to overcome perceiveddisadvantages to their proposition suchas the negative impact on businesses16-4

Chapter 16 Persuasive Speakingand rural towns (Bingham, 2011;Stephenson, 2012). A full year later,the policy proposition passed the U.S.Senate but continues to await approvalin the House (Stephenson, 2012).choosing a persuasivespeech topicIn order to offer a persuasive speech,you must decide precisely what it isyou want to talk about, to whom youwill be speaking, and to what ends youhope the speech will lead. Persuasivespeeches do not normally happenwithin a vacuum, even in a publicspeaking course where that might seemto be the case. In fact, most persuasivespeeches serve as a response to largercircumstances—gas prices increasedramatically and drivers cannot affordto fill up their tanks; war veteranssuffer from post-traumatic stressdisorder (PTSD) and can find littlegovernmental assistance for thenecessary treatments; an election isforthcoming and candidates need tosecure votes. These are just a fewtimes when a persuasive speech wouldmake sense. A driver might try topersuade their employer to embracetelecommuting as a response to thehigh rate of gasoline. Veterans withPTSD might stage speeches to anational audience imploring them towww.publicspeakingproject.orgadvocate for better mental health carefor people who have fought in wars.And candidates, of course, will givemany speeches during a campaign thattease out the various reasons they, andnot another candidate, should beelected. Appendix A (at the end of thechapter) offers a lengthier list ofpossible topics for persuasive speaking,but keep in mind the advice thatBurnett offers in Chapter 8 (publicspeaking: the virtual text) regardingtopic selection. The topics in AppendixA are written as propositions that canbe defended. Some are propositions offact, others are propositions of value,and yet others are propositions ofpolicy.If I can get you to laugh withme, you like me better, whichmakes you more open to myideas. And if I can persuadeyou to laugh at the particularpoint I make, by laughing atit you acknowledge its truth. John Cleeseapproaching audiencesWhen choosing a topic for yourpersuasive speech, it is crucial toconsider the composition of youraudience. Because persuasive speechesare intended to influence or reinforcean audience’s thoughts or behaviors,speakers must consider what and howthe audience thinks, feels, and does.Your audience might be ambivalentabout your topic, or they may bestrongly opposed, in strong agreement,or somewhere along the spectrum. Inpersuasive speeches, it matters wherethey fall on this continuum. Forinstance, if you want to argue thatabortion should be illegal and youraudience is composed of pro-lifeadvocates, your speech might seem likeyou are preaching to the choir. But ifyour audience is made up of staunchpro-choice activists, your speech wouldbe raising a significant objection to aset of beliefs, values, attitudes, andactions the audience was alreadycommitted to.Decaro, Adams and Jefferis offeradvice for carrying out a thoroughaudience analysis in Chapter 5 of thisbook. Some questions you might askbefore giving a speech include, “Whois hosting the speech?” Often this canprovide a great deal of informationabout who will be in the audience.Audience members at a National RifleAssociation gathering probably do notneed to be convinced that the SecondAmendment to the U.S. Constitution—the right to keep and bear arms—isworth upholding. You should also ask,“Is the audience fairly heterogeneous?”In a public speaking class, you may beable to gauge that through yourinteractions with your fellowclassmates before you make your wayto the podium; but in other settings thismay not be the case. If an organizationis sponsoring or has invited you tospeak, this is a question that can bedirected to organizational staff withaccess to demographic information.Some demographics that may beuseful as you craft your speech includeage, gender, sexual orientation, ethnicor cultural background, socioeconomicstatus, religion, and political affiliation.Each of these characteristics is knownto influence a listener’s beliefs,attitudes, values, and actions.receptive audiencesPersuasive speakers will notgenerally address an audience thatalready fully agrees with them and isbehaving in the way they would like,because that audience no longer needsto be persuaded. However, you mayfind yourself in situations that allow16-5

Chapter 16 Persuasive Speakingyou to appeal to a receptive audiencewhich already knows something aboutyour topic and is generally supportiveof, or open to, the point you are tryingto make. For example, parents aregenerally interested in keeping theirchildren safe. If you seek to persuadethem that they should work with theirkids to prevent them from being takenadvantage of on social networkingsites, they are likely to welcome whatyou have to say. Although they arealready convinced that it is important tokeep their children safe, this audiencemay not yet be persuaded that theyhave the need or ability to keep theirkids safe in an online environment. Inorder to persuade this receptiveaudience, you should first attempt tofoster identification with them byhighlighting things you have incommon. If you are a parent you mightsay something like, “I have twochildren and one of my biggestconcerns is making sure they are safe.”If you are not a parent you might say,“one of the things I appreciate mostabout my parents is that I know theyare always trying to keep me safe.”With these statements, you not onlyrelate to the audience, but alsodemonstrate that you share a commonconcern.If you would persuade, youmust appeal to interest ratherthan intellect. Benjamin FranklinNext, offer a clear statement ofpurpose and tell the audience what youwould like them to do in response towww.publicspeakingproject.orgyour message. If the audience isalready likely to agree with your point,they will be looking for ways to act onit. Offer practical steps that they cantake. Even if the steps must be carriedout later (i.e. the parents in our examplemay have to wait to get home and starttalking with their child about socialnetworking habits), give them a way torespond to the message immediatelyand show their support. In this caseyou may have them write down the firstthing they will say to their child, orpractice saying it to the person next tothem. Having them act on yourmessage before leaving reinforces theiralready favorable response to what youare asking (Beebe & Beebe, 2003).I swore never to be silentwhenever and whereverhuman beings enduresuffering and humiliation. Wemust always take sides.Neutrality helps theoppressor, never the victim.Silence encourages thetormentor, never thetormented. Elie Wieselneutral audiencesMost of the groups that a persuasivespeaker addresses are neutralaudiences. These audiences are notpassionate about the topic or speaker,often because they do not have enoughinformation or because they are notaware that they should be concerned.Beebe & Beebe (2003) explain that thechallenge in addressing a neutralaudience is to foster their interest inyour proposition. They offer a few tipsfor cultivating interest in a neutralaudience. Begin by gaining theirattention. To do this you might offer astory or statistic that relates the topicdirectly to the dominant demographicin the audience. If you are trying toconvince first-year college students toavoid credit card solicitors on campusyou might start with something like, “Iknow those t-shirts the credit cardvendors are handing out are stylish and,best of all, free! But that t-shirt couldcost you thousands of dollars beforeyou even graduate.” Rather thanbeginning with a diatribe on the evils ofdebt, which many of them may not yethave experienced, you relate to theirdesire for a free t-shirt and a commonbelief they are likely to share, that“free” should not translate to“expensive.” If you cannot relate thetopic directly to the audience, anotherapproach is to relate the topic tosomeone they care about, like a familymember or friend. Keep in mind that,while the receptive audience may beeager to respond immediately, theneutral audience may simply be moreconcerned about the topic or moreinclined to consider the behaviorchange you are advocating (Beebe &Beebe, 2003). In this case, consideroffering resources for moreinformation, or a few minor steps theycan take when they are ready.He who dreads hostility toomuch is unfit to rule. Lucius Annaeus Senecahostile audiencesUnfortunately, some audiences maybe resistant or even hostile to yourpersuasive speech. A hostile audiencemay take issue with your topic or withyou as a speaker. In this case, yourprimary goal is to persuade theaudience to listen to what you have tosay (Beebe & Beebe, 2003). Once theyare willing to listen, then you will havethe ability to change their minds in thefuture. Later in this chapter we willaddress ways that you can foster abetter relationship with the audience bybuilding your ethos. However, if the16-6

Chapter 16 Persuasive Speakingaudience is opposed to yourproposition, there are a few steps thatyou can take to encourage them to atleast hear you out. If the audience is notlikely to agree with your proposition,wait until later in the speech to offer it.Opening with a clear statement ofpurpose, which a receptive audiencewelcomes, will make an unreceptiveaudience more hostile to your goals.For example, if you begin by tellingbusiness owners that you think theyshould pay workers more, they arelikely to think of all the reasons thatwill threaten their livelihood rather thanlistening to your message. Instead,begin by highlighting issues on whichyou agree. You might open with adiscussion of the challenges businessesface in attempting to retain qualityworkers and increase productivity.I have spent many years ofmy life in opposition, and Irather like the role. Eleanor RooseveltOnce you have identified areas ofagreement, you can offer yourproposition as a way of addressing yourshared goals. To promote an increasein wages, you might explain that astudy of more than 10,000 workers andmanagers in a variety of industriesdemonstrated that companies who paytheir workers more were also moremotivated to invest in new technology,enhance their management techniques,better train workers, and better delivertheir services, all of which lead tohigher productivity and increasedprofits (Applebaum & Bernhardt,2004). Focusing on areas of agreementwill make the audience more receptiveto your proposition, but they will stillhold some reservations. Acknowledgethose reservations and demonstrate thatyou have given them ampleconsideration. Cite credible evidencethat supports your proposition in lightof those reservations. Showing thatyou understand and respect theiropposing position is the most importantstep toward encouraging a hostileaudience to at least hear you out.www.publicspeakingproject.orgpersuasive strategiesethosIn addition to understanding howyour audience feels about the topic youare addressing, you will need to takesteps to help them see you as credibleand interesting. The audience’sperception of you as a speaker isinfluential in determining whether ornot they will choose to accept yourproposition. Aristotle called thiselement of the speech ethos, “a Greekword that is closely related to our termsethical and ethnic” (Campbell &Huxman, 2009, p. 232). He taughtspeakers to establish credibility withthe audience by appearing to have goodmoral character, common sense, andconcern

speech is. 2. Describe the functions of persuasive speeches. 3. List the different types of persuasive speeches. 4. Identify persuasive strategies that make a speech more effective. Topic 5. Apply the appropriate organizational pattern based on your persuasive goals. 6. Distingu

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