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The Power of Persuasive Speech

1. Introduction to Persuasive Speech

The idea of a persuasive speech is one in which a person is trying to win their audience over to their way of thinking. It often involves attacking the credibility of another person or source, trying to make the audience think the way you do. Persuasive speeches can be done on any topic, issue or subject. They are designed to be to the point and factual in order to sway the listener to a specific direction or belief. It is often the first type of speech taught to students because it involves them. It helps students to understand that in life, they may be called upon to give a persuasive speech in the workplace or other organizations and that it is a great skill to have. Throughout this course, you may be asked to give a number of different types of speeches. Your teacher has asked you to give a persuasive speech. You may give this speech on a subject that you are trying to persuade your parents to allow you to do. This could be anything from getting out of a punishment to making a purchase. You may want to persuade your parents to raise your allowance, extend your curfew, or have a later bedtime. This speech might seem silly but is more for the sake of your understanding. If you are able to, in fact, convince your parents to allow you to do it, then you have succeeded in writing a persuasive speech.

2. Techniques for Effective Persuasion

Using the right words in the right way can make all the difference. Would an Aristotelian aristocrat, an Olympian athlete, a Coca-Cola addict, and a relational gymnast have in common? They would all find a good reason to come to Wittenberg. For centuries, the human race has been captivated by persuasive speech. Whether the motives have been upper-class domination or better athletic performance, it is clear that the power of persuasive speech can be seen anywhere, anytime. Most renowned for his reasoning and all-around intellect, Aristotle wrote “The Art of Rhetoric” in the third century B.C. It is still widely regarded as a blueprint for the art of persuasion and has many enduring observations that are still as valid now as they were over two thousand years ago. Now, after years of field research, conducting comprehensive interviews with top persuaders in the modern-day context, and in a lifelong endeavor to imitate the rhetorical genius of Dwayne Johnson and David Hasselhoff, I have come to tell you about the power of persuasive speech. Few people in our society are able to maintain their health, wealth, and happiness unless they are able to influence others. Your son will have a very tough time trying to get the girl’s attention unless he can persuade her that he is worth talking to first. An employee will not raise his standard of living or increase the size of his office unless he can influence his employer to provide a raise or a promotion. Despite the common stereotypes, even the most upstanding citizens will have a tough time avoiding traffic tickets with subliminal messages of bribery. Influence is a very powerful tool, and a good understanding of persuasion techniques can set you up for a life of triumph and achievement. The first step is to equip you with the right terminology and concepts to give you a better understanding of how to use persuasive speech. This, in itself, is a persuasive speech. The best way to achieve long-term change in a person is to make an impression on their subconscious mind. This can be achieved in many ways. Associating your cause with a concrete object is a great way to do this because it gives people a simple and easy way to remember what it is you are trying to persuade them to do. Pepe Jeans launched a great ad campaign to reduce public urination in India, associating an image of a cool guy with a guitar, standing in the street under a spotlight with a catchy catch line “Now, where do you take a leak?” This ad was effective because every time someone thinks of public urination, the image of the guy from the ad comes to mind. An image of something that is easy to relate to yourself is even more effective. “Hippies Against Plastic” is a cause that is aimed at changing people’s habit of using plastic bags. They have an image of a turtle with a sad facial expression caught in a plastic ring from a six-pack of beers. This is very effective because everyone loves animals and at some point has been able to relate to the fact that buying beer seems like a good idea at the time.

3. The Impact of Persuasive Language

Through the powerful words of Brutus, Shakespeare illustrates the very techniques of rhetoric. Here, his skilled oratory and use of persuasive language would captivate the audience and bring them around to his point of view. In the 2nd scene of Act III, when Brutus is asked by Cassius as to why they have met upon the Capitol, Brutus replies in a quick and pithy manner, “Your believe me for mine honour, and have respect to mine honour, that you may believe: censure me in your wisdom, and awake your senses, that you may the better judge.” Though seemingly reluctant, he acquiesces to the desires of Cassius to state the reason for their meeting. Through exhorting Cassius to listen and judge him with all sincerity, Brutus effectively takes the stand and gains the focused attention of Cassius. He has successfully initiated his persuasive attempt. Now that the audience is prepared to listen, it is necessary to present the persuasive message with maximal impact in order to more easily sway opinion. This is the same tactic employed by the modern telemarketer, who will ensure that you are paying full attention to what he has to say before he begins to spin his web of words around you. Coming back to Shakespeare, Brutus continues to show his strength as an orator. He utters, “That you have wronged me doth appear in this: you have condemned and noted Lucius Pella for taking bribes.” Here the audience is inwardly nodding their heads in agreement. A foul deed… and with these few simple words, the fate of the crowd is sealed. The mention of any foul play is already cause for concern, and a direct condemnation of the parties involved simply serves to increase the repugnance of what was supposedly led to by these acts. At this point in time, Brutus continues with further accusations, before finally suggesting that Rome is better off without the conspirators, ultimately saying that they should bestow at this some sort of honorable sentence. The decision has been made, and without any force or aggressive action, Brutus has managed to swing the tide of opinion to that which he desires, via manipulation of the present facts using rhetoric to sweeten the words spoken.

4. Overcoming Objections and Counterarguments

Since obstacles to conviction typically arise during main speech stanzas, consider introducing the stock-issues system earlier for an audience of experienced debaters or when you are assigning them briefs. Stock issues are questions that must be answered in the affirmative or the negative in order to logically determine a decision on the proposition. Identifying clearly for your audience what your affirmative answer is will help them recognize relevant argumentation, and will make the objections to your specific arguments clearer. People are generally better at forming cogent arguments when they are asked to contrast two propositions and then hehicle. Sometimes it is useful to ask them to analyze their objections and counterarguments in a separate sheet or in a highlighted form. Above all, the debater must be patient in the face of objections and counterarguments. Quick and hasty dismissals of the Negative’s objections can leave the audience and your judge with the impression that you have something to hide. Remember that the goal is not to win an argument right at this moment, but to build a cohesive argument that answers all relevant issues and leads naturally into a conclusion which affirms the resolution. The more thoroughly you have answered a question, the less likely the audience is to raise the same objection again and the easier it will be to win over the audience on that point at a later time.

5. Concluding Remarks on the Art of Persuasion

Ethos is the credibility of the persuader. It can be used as a tool to further strengthen the persuader’s argument or used as a smoke screen to make someone believe a lie. The credibility of an idea is directly related to the credibility of the person who expresses it. People are more inclined to act upon an idea if it is backed by a solid person and has a good probability of success. Ethos takes on many forms such as a politician’s charisma, a salesman’s stern handshake, a doctor recommending his patients a healthy lifestyle, or a parent leading by example. High ethos is the most effective persuasion tool but also the most dangerous; people will believe anything from a credible source, which means a good idea can be twisted into a bad one.

In short, Aristotle articulates that persuasion requires ethos, pathos, and logos. Contrary to the belief of many, persuasion is not manipulating or forcing someone to think a certain way. It’s more of expressing your views and trying to make others see the benefits of acting upon your recommendations. With ethos, pathos, and logos as tools for persuasion, you can influence others in the decision-making process. What you want to persuade them to do depends on the goal. Whether it be a debate on a political issue, sale of a car, a romantic relationship, or getting your children to eat their vegetables, you want others to believe that your idea is a good idea.