Hi.
For the purpose of this lecture, we're going
to focus on some basic and general elements
to consider when making a persuasive speech.
These are elements that you should consider when planning your speech.
It is very important that you define both the purpose
of your speech and the audience that you are speaking to.
This will assist you in placing the right amount of attention
on the various elements of a persuasive speech.

When presenting your persuasive speech, you
might want to develop or refine your arguments.
The goal is to think of what you're going to say
and how you're going to say it in order to maximize persuasion.
For example, are you going to use comparisons,
such as indicating similarities and differences of a product,
or the degrees in which one product is better than another;
or relationships, such as the cause and effect
of investing in a business or the consequences
of failing to properly brand a product;
or circumstances, such as whether something is possible or impossible;
and finally, testimonies, such as interviews, documents, or research data
to support a business plan?

You should also consider how you would arrange your argument,
how you organize your content from beginning to end,
and how you link ideas is an important strategy for getting the audience
to hear the main message you want.
The style of your speech, such as word choice, the arrangement of words,
or sentence structure, should also be considered.
Take a moment and think about the adjective fact.
One dictionary senses having much or too much flesh or fat.
In a sentence using the common sense of fat, I think he is ugly and fat,
the word fat attracts a negative connotation
because here it is associated with the word ugly.
A mental image of what the person may look like
is created even if only vaguely.
Now, consider these sentences where fat has been replaced by other adjectives.
I think he is ugly and corpulent.
I think he is ugly and obese.
Do these sentences conjure a similar picture?
Probably not.
The rather formal adjective corpulent, in the first,
seems to clash with the rest of the words.
Obese in the second sentence adds negative connotation
to an already negative sentence.
Let's look at another example.
The following words all have the basic meaning of small.
Which ones are neutral,
that is, have no added meaning?
Which ones have positive or negative connotations?
Of course, these connotations may also vary from country to country.

In addition to connotation, your word choice in arrangement of words
could build up your credibility or your idea.
Emphasize the logic of your ideas and/or appeal to the emotion of your audience.
It's also good to know a few rhetorical devices in understanding how they work.
Some comma rhetorical devices found in persuasive speeches
include metaphors and similes, repetition and alliteration.
Understanding this, will allow you to use language to appeal to your audience
and be persuasive.
Now, there are three common devices that could help you do this.
They are ethos, logos, and pathos.
'Ethos'', the first one to consider, is appealing to authority.
For the purpose of this lecture and to make it simple,
this means using language to increase authority
or credibility of the presenter.
For example, you may wish to express your expertise in a subject
to show that you know what you are talking about.
Logos is appealing to logic.
In this case, a present may be relying on evidence or facts
to support their argument or claim.
'Pathos' is appealing to [the] emotions of the audience.
Here, presenter may use language, examples, facts,
or other means that draw on certain emotions to convince an audience.
For example, using negative words and examples that create
fear when discussing a problem may assist in persuading the audience
[of] the need for a solution.
How you deliver your speech is equally important?
Novice speakers often feel that they need to say as much content as they can
in a given speech.
And when there is a time limit, they may speak fast
in order to cover all the content that they think listeners should know.
However, the result of this is likely to have a negative impact on the speech.
Speaking too fast makes it difficult for listeners to follow your main points.
You should speak at a pace that is comprehensible.
If you have a time limit, choose your content wisely.
Defining your purpose in audience can help you organize your content.
Speed and rhythm are important because a good persuasive speaker
will make use of these to add meaning and emphasis on key ideas or arguments.
For example, using stress and pausing in your speech can help
set the pace, tone, and persuasiveness of your message.
OK, just to recap, there are various elements
that make up a persuasive speech.
These can include word choice, word connotation, style of language,
and devices that appeal to the audience in different ways.
It also includes the rhythm of speech and the use of stress and pausing.
In this course, we will also focus on the general organization
of a persuasive speech and how to identify
the audience and purpose of your speech.