Speaking to Persuade

Speaking to Persuade 3e recognizes that members of a democratic society are obliged to participate by expressing their views. This third edition features the concept of dialectical persuasion, which considers persuasion a cooperative act between a speaker and the anticipated audience. Speakers develop effective persuasive messages by exchanging and honing divergent perspectives to arrive at mutually acceptable approaches to controversies. This approach is both classical in theory and practical in application, including features readers of previous editions have valued: theory informing practice emphasis on invention and critical thinking to identify salient issues and ways to approach those issues awakening vivid language and memory for dynamic speech style and delivery practice in reasoning and refuting arguments options and practice in organizing messages guidelines for adapting basic persuasive principles to sales, debate, legal practice, and public advocacy We are pleased to offer you an assortment of instructional aids to integrate seamlessly with Speaking to Persuade 3e. In the Instructor Package you will find A sample Syllabus (editable MSWord and PDF) A full slate of course Assignments, reflecting text content and including learning objectives, chapter references and grading rubrics (editable MSWord and PDF) A list of video Speech Links for public speeches referenced throughout the text (editable MSWord and PDF) Impromptu Speaking Guidelines and PowerPoint Exercises for class or individual impromptu practice (editable PowerPoint and slideshow mode) A complete chapter-by-chapter Test Bank. (editable MSWord) Although Speaking to Persuade 3e serves as a textbook for a persuasion course, it also functions as a self-help workbook for honing persuasive speech skills. Annotated sample speeches with online examples (hyperlinked in the e-edition) demonstrate how others have practiced the art of rhetoric in personal, professional, and social settings.

Table of Contents:
Part One: The Persuasive Perspective Chapter 1: THE WHYS AND WHATS OF PERSUASION Why Persuasion? The Importance of Persuasion Dialectical Persuasion and the World Community So What Is Persuasion? Does Persuasion Infringe on Others’ Rights? How Is Persuasion Different from Force? Is Persuasion Common to All Societies? Since You Asked . . . The Canons of Rhetoric: Stages of Persuasive Speaking In Summary Theory into Practice Oral Practice Part Two: Invention—Preparing to Persuade Chapter 2: THINKING ABOUT CONTROVERSIES Considering Controversies and Issues What Is Worth Arguing? When We Must Choose a Subject Defining the Purpose Framing the Proposition Types of Propositions Looking For and Using Evidence Why Evidence? Primary Versus Secondary Sources Sources of Evidence The Foundational Value of Electronic Information Electronic Resources: Academic Searches Electronic Resources: General Searches About Wikipedia First-Hand Sources Types of Evidence Testimony Examples Facts And Statistics Since You Asked . . . Evaluating Evidence In Summary Theory into Practice Speech Subject Brainstorm Chapter 3: DISCOVERING ARGUMENTS: USING THE COMMON TOPICS The Search for Ideas Critical Thinking and Persuasion The Function of the Common Topics Putting the Topics to Use Since You Asked . . . Speech Preparation Checklist In Summary Theory into Practice Speech Preparation Worksheet Chapter 4: DISCOVERING ARGUMENTS: ANALYZING AND REPAIRING YOUR CREDIBILITY Finding Arguments in Ethos The Ancient View A Contemporary Perspective The Variability of Credibility What Can We Do about Our Ethos? Since You Asked . . . Ethical Considerations for the Persuasive Speaker In Summary Theory into Practice Oral Practice Chapter 5: ANALYZING THE AUDIENCE Uncovering Audience Information First Steps Cautions and Considerations The Opportunity for Audience Polling Constructing an Audience Questionnaire The Likert Scale The Semantic Differential Fixed Alternative Questionnaires Open-Ended Questionnaires What to Do with Audience Information About Me, the Speaker About Experience Since You Asked . . . About Knowledge Audience Attitude and the Proposition Modifying the Proposition In Summary Theory into Practice Sketching out the Audience Survey Part Three: Organization and Style—Speech Construction Chapter 6: PERSUASIVE SPEECH ORGANIZATION Core Structure Organization and the Proposition Propositions of Fact Propositions of Value Propositions of Policy Dealing with Counterarguments Looking Over the Outline Introductions and Conclusions Introductions Attention Connect audience and issue Since You Asked . . . Proposition Signposts Conclusions Review Recall the proposition Reinforce audience connection In Summary Theory into Practice Oral Practice Outline Worksheet for Speech of Fact Outline Worksheet for Speech of Value Outline Worksheet for Speech of Policy Chapter 7: REASONING AND REFUTATION The Nature of Reasoning Forms of Reasoning Deduction Induction Causal Reasoning Comparison Vulnerable Reasoning and Fallacies Faulty Reasoning Types of Fallacies Hasty Generalization, Stereotyping, and Ad Hominem Arguments Appeals to Conformity, Popular Sentiment, and Tradition False Cause Faulty Comparison Building a Refutation Since You Asked . . . In Summary Theory into Practice Chapter 8: VERBAL STYLE IN PERSUASIVE SPEAKING Language and Emotional Appeal The Persuasive Use of Imagination Why Images? Metaphor and Persuasion Finding Places for Images Since You Asked . . . Creating Persuasive Images Terminology and Audience Identification Ultimate Terms and Persuasion Political Correctness and Ultimate Terms Gender and Ultimate Terms Other Perspectives on Usage In Summary Theory into Practice Oral Practice Part Four: Memory and Delivery—Speech Presentation Chapter 9: MEMORY—ENHANCING RECALL AND REDUCING ANXIETY On the Accuracy of Memory How Memory Works Memory in Speechmaking Memory and Invention Mnemonic Devices Thinking and Talking About the Subject Grouping Arguments by Common Topics Memory and Organization: Preparation Outlines Versus Speaking Outlines Using Notes Since You Asked . . . Additional Memory Aids Memory and Speech Anxiety In Summary Theory into Practice Chapter 10: DELIVERY DECISIONS The Dominance of Delivery The Persuasive Persona Demonstrating Attitude through Dress Demonstrating Attitude through Voice Demonstrating Attitude through Body Action A Word about Delivery Style Climate Control Since You Asked . . . Physical Context Time Space The Visual Aid Decision Presentation Software Presentation Guidelines When to Use Visual Aids What Can Go Wrong: A Word of Caution In Summary Theory into Practice Speech Delivery Checklist Part Five: Beyond the Speech: Analysis and Adaptation Chapter 11: ADAPTING THE PERSUASIVE SPEECH Speeches of Advocacy Social or Political Advocacy Sales Persuasion Sales as Dialectic Considering Form The Elevator Pitch Informal Debate A “Culture of Debate” Establishing Format Isolate the Proposition Define the Terms of the Proposition Determine Affirmative and Negative Positions Rebuttal Speeches of Accusation and Defense Editorial Commentary Ethical Considerations in News commentary Legal Persuasion Since You Asked . . . In Summary Theory into Practice Chapter 12: ASSESSING SPEECH EFFECTIVENESS Listening to Persuasion Why is this Person Speaking? Recognize and Evaluate the Speaker’s Reasons Recognize and Respond to Emotional Appeals Evaluating Ethics Framing and Phrasing a Useful Critique How to Critique Since You Asked . . . What Makes a Good Speech? In Summary Theory into Practice Critique for a Generic Persuasive Speech Critique for a Fact or Value Persuasive Speech Critique for a Policy Persuasive Speech Glossary Index