14.1: What is Persuasive Speaking?

Learning Objectives

• Explain what a persuasion is.
• Understand why persuasion is an important concept.

At the gas pump, on eggs in the grocery store, in the examination room of your doctor’s office, everywhere you go, advertisers are trying to persuade you to buy their product. This form of persuasion used to be reserved for magazines and television commercials, but now it is unavoidable. One marketing research firm estimates that a person living in a large city today sees approximately 5,000 ads per day (Story, 2007). It is easy to assume that our over-exposure to persuasion makes us immune to its effect, but research demonstrates that we are more susceptible than ever. In fact, advertisers have gotten even better at learning exactly the right times and places to reach us by studying different audiences and techniques (Aral & Walker, 2012; Blackman, 2009; Rosendaal, Lapierre, van Reijmersdal, & Buijzen, 2011).

Understanding Persuasion

We also encounter persuasion in our daily interactions. Imagine you stop at a café on your way to school, and the barista persuades you to try something new. While enjoying your espresso, a sales person attempts to persuade you to upgrade your home Internet package. Later, while walking across campus, you observe students who are enthusiastically inviting others to join their organizations. Within thirty minutes, you have encountered at least three instances of persuasion, and there were likely others emanating in the background unbeknownst to you. Amidst being persuaded, you were also actively persuading others. You may have tried to convince the Internet sales person to give you a better deal and an extended contract, and later persuaded a group of friends to enjoy a night on the town. Persuasion is everywhere.

You are used to experiencing persuasion in many forms, and may have an easy time identifying examples of persuasion, but can you explain how persuasion works? Osborn and Osborn (1997) define persuasion this way: “the art of convincing others to give favorable attention to our point of view” (p. 415). There are two components that make this definition a useful one. First, it acknowledges the artfulness, or skill, required to persuade others. Whether you are challenged with convincing an auditorium of 500 that they should sell their cars and opt for a pedestrian lifestyle or with convincing your friends to eat pizza instead of hamburgers, persuasion does not normally just happen. Rather it is planned and executed in a thoughtful manner. Second, this definition delineates the ends of persuasion—to convince others to think favorably of our point of view. Persuasion “encompasses a wide range of communication activities, including advertising, marketing, sales, political campaigns, and interpersonal relations” (German, Gronbeck, Ehninger, & Monroe, 2004, p. 242). Because of its widespread utility, persuasion is a pervasive part of our everyday lives.

Figure 14.1.1 Activist

Although persuasion occurs in nearly every facet of our day-to-day lives, there are occasions when more formal acts of persuasion—persuasive speeches—are appropriate. Persuasive speeches “intend to influence the beliefs, attitudes, values, and acts of others” (O’Hair & Stewart, 1999, p. 337). Unlike an informative speech, where the speaker is charged with making some information known to an audience, in a persuasive speech the speaker attempts to influence people to think or behave in a particular way. This art of convincing others is propelled by reasoned argument, the cornerstone of persuasive speeches. Reasoned arguments, which might consist of facts, statistics, personal testimonies, or narratives, are employed to motivate audiences to think or behave differently than before they heard the speech.

There are particular circumstances that warrant a persuasive approach. As O’Hair and Stewart point out, it makes sense to engage strategies of persuasion when your end goal is to influence any of these things—“beliefs, attitudes, values, and acts”—or to reinforce something that already exists. For instance, safe sex advocates often present messages of reinforcement to already safe sexual actors, reminding them that wearing condoms and asking for consent are solid practices with desirable outcomes. By the same token, safer sex advocates also routinely spread the message to populations who might be likely to engage in unsafe or nonconsensual sexual behavior.

In a nutshell, persuasive speeches must confront the complex challenge of influencing or reinforcing peoples’ beliefs, attitudes, values, or actions, all characteristics that may seem natural, ingrained, or unchangeable to an audience. Because of this, rhetors (or speakers) must motivate their audiences to think or behave differently by presenting reasoned arguments.

The triumph of persuasion over force is the sign of a civilized society. ~ Mark Skousen