PURPOSIVE COMMUNICATION

MODULE 5
COMMUNICATION FOR VARIOUS PURPOSES

INTRODUCTION

Communication serves five major purposes: to inform, to express feelings, to imagine, to influence, and to
meet social expectations. Each of these purposes is reflected in a form of communication.

In this module you will be expected to learn the communication for various purposes such as:
1. Preparing a speech or Oral Report
2. Informative communication
3. Persuasive communication
4. Special occasion speeches
5. Types of Speeches Based on Delivery

Module Objectives:
1. Enumerate and explain the various purposes of communication
2. Distinguish informative and persuasive speeches from special-occasion speeches
3. Deliver effectively the introduction and conclusion of your oral presentation to create lasting impression
4. Employ vocal and physical factors, eye contact, and presentation aids for effective delivery

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TOPIC 1
PREPARING A SPEECH OR ORAL REPORT
LEARNING OUTCOMES:
During the learning engagements, the learners are able to:
enumerate and explain the various purposes of communication;
explain the significance and value of preparation before doing a speech or oral report;
prepare and deliver written speeches or oral reports;
search for different types of formal, informal, and occasional speeches; and
deliver effectively the introduction and conclusion of your oral presentation to create lasting
impression;
When we hear the word speaking what comes in our mind might be the president of the nation
giving a speech, politicians, and guest speakers in an event. We speak to express our feelings and thoughts;
one can share his/her experience. He/she can appreciate and be grateful through his/her speech, might as
well you can roast someone and entertain everyone, speaking is so applicable in all we do . It is also used in
school when a student delivers an oral report; it develops the confidence, vocabulary, pronunciation, and
even the speaking skills. In fact speaking is a norm that we all share. We hear a lot of great and influential
speakers from different countries. Through speaking we achieve world peace and through speaking it creates
partnership with other nations. Having the confidence to speak in front of numbers of people can be both
courageous yet critical. Amazing how powerful your message yet critical that leads to conflict. That is why
you need to be direct and clear with your ideas on how you will deliver it. That also applies with the students.
Madrunio and Martin (2018) said that some students and professionals do not like the idea of
speaking in public, whether in front of small or large groups. Just the thought that they will be facing people
already makes them jittery. (p.223) Communication skills are vital for a student s academic success and future
career prospects. In today s challenging environment, students must not only possess academic expertise, but
also the requisite skills to enhance their learning and employability prospects in the future.
An individual learns the basics of oral communication right at home. The school environment takes
this learning a notch higher by teaching the student how to interact with peers and teachers alike. The quality
of communication in student life will define professional communication later in life. Good communication
enables students to assimilate more from the learning process by empowering them to ask relevant questions
and discuss doubts. From the book of Madrunio and Martin entitled Purposive Communication the
following is to be considered to have an effective speech and be a good public speaker:
1. Audience- Know the profile of your listeners. It is important that you know who will listen to you-their
age, gender, educational background, religion, economic status, and interests. Also, know how much the
audience knows about the topic. That way you can avoid discussing points that would run contrary to their
beliefs and practices and thus prevent miscommunication and misunderstanding. Further, you can introduce
new things for them to learn and not simply repeat things that they may have already learned from previous
speakers. Know how to read the posture and the gesture of your audience members as these will signal to you
what kind of an audience they are. Be ready to face different kinds of audiences as there may be some who
are questioners, hecklers, disrupters, hostile, or unresponsive/bored audiences. Know how to deal with any
unpleasant incident or conflict with your audience and always stay in control of the situation.

2. Logistics- It is something basic or essential for every speaker to know who is organizing the event. Know
who will be introducing you and who will be speaking before and after you. That way, you will be able to tie
up the earlier presentation with your own resulting in a more coherent presentation. You may even give the
audience an idea as to what the next talk is going to be.

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2.1 Venue- The venue is equally important. Locate the lights and if you have movable visual aids, know
where to position them. As a speaker, you should also know how to position yourself and how you should
move in front to get the attention of the listeners. Remember to work on your posture and avoid bad habits
when speaking. Do not block the view of your visual aids as you present them. Employ a balanced posture by
not standing on one leg only. Do not lean on any object that will give support to your weight. These postures
give the impression that you lack confidence and authority.

2.2 Facilities- Ask beforehand about the pieces of equipment available for you. These facilities should
match the presentation aids that you will use. If there is no available projector, find a way to have one
especially if your visual aids are highly complex. If there are any electrical problems or technical glitches you
encounter, know how to trouble-shoot them.
3. Content of report/speech/lecture- Since you have been invited as a speaker, the organizers might have
sought you because of your reputation as an effective speaker. If the purpose of the event is to inform just
like in a convention, conference, or a training seminar, it is expected that you are able to contribute new
information. If the purpose is to entertain, your speech should be light-hearted, amusing, and lively. If the
purpose is to persuade, your presentation should sound convincing enough. Note, however that any
communicative event may have more than one purpose but there is always a more dominant one.
Preparing an Effective Presentation
An effective presentation is more than just standing up and giving information. A presenter must
consider how best to communicate the information to the audience. Oral presentations require a good deal of
planning. Scholars estimate that approximately 50% of all mistakes in an oral presentation actually occur in
the planning stage (or rather, lack of a planning stage). Use these tips to create a presentation that is both
informative and interesting:
1. Organize your thoughts. Start with an outline and develop good transitions between sections.
Emphasize the real-world significance of your research.
2. Have a strong opening. Why should the audience listen to you? One good way to get their
attention is to start with a question, whether or not you expect an answer.
3. Define terms early. If you are using terms that may be new to the audience, introduce them early
in your presentation. Once an audience gets lost in unfamiliar terminology, it is extremely difficult to
get them back on track.
4. Finish with a bang. Find one or two sentences that sum up the importance of your research.
How is the world better off as a result of what you have done?
5. Design PowerPoint slides to introduce important information. Consider doing a presentation
without PowerPoint. Then consider which points you cannot make without slides. Create only those
slides that are necessary to improve your communication with the audience.
6. Time yourself. Do not wait until the last minute to time your presentation. You only have 15
minutes to speak, so you want to know, as soon as possible, if you are close to that limit.
7. Create effective notes for yourself. Have notes that you can read. Do not write out your entire
talk; use an outline or other brief reminders of what you want to say. Make sure the text is large
enough that you can read it from a distance.
8. Practice, practice, practice. The more you practice your presentation, the more comfortable you
will be in front of an audience. Practice in front of a friend or two and ask for their feedback. Record
yourself and listen to it critically. Make it better and do it again.

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Presenting Effectively
When you start your presentation, the audience will be interested in what you say. Use these tips to help keep
them interested throughout your presentation:
1. Be excited. You are talking about something exciting. If you remember to be excited, your
audience will feel it and automatically become more interested.

2. Speak with confidence. When you are speaking, you are the authority on your topic, but do
not pretend that you know everything. If you do not know the answer to a question, admit
it. Consider deferring the question to your mentor or offer to look into the matter further.
3. Make eye contact with the audience. Your purpose is to communicate with your
audience, and people listen more if they feel you are talking directly to them. As you speak,
let your eyes settle on one person for several seconds before moving on to somebody else.
You do not have to make eye contact with everybody, but make sure you connect with all
areas of the audience equally.
4. Avoid reading from the screen. First, if you are reading from the screen, you are not
making eye contact with your audience. Second, if you put it on your slide, it is because you
wanted them to read it, not you.
5. Blank the screen when a slide is unnecessary. A slide that is not related to what you are
speaking about can distract the audience. Pressing the letter B or the period key displays a
black screen, which lets the audience concentrate solely on your words. Press the same key
to restore the display.
6. Use a pointer only when necessary. If you are using a laser pointer, remember to keep it
off unless you need to highlight something on the screen.
7. Explain your equations and graphs. When you display equations, explain them fully.
Point out all constants and dependent and independent variables. With graphs, tell how they
support your point. Explain the x- and y-axes and show how the graph progresses from left
to right.
8. Pause. Pauses bring audible structure to your presentation. They emphasize important
information, make transitions obvious, and give the audience time to catch up between
points and to read new slides. Pauses always feel much longer to speakers than to listeners.
Practice counting silently to three (slowly) between points.
9. Avoid filler words. Um, like, you know, and many others. To an audience, these are
indications that you do not know what to say; you sound uncomfortable, so they start to feel
uncomfortable as well. Speak slowly enough that you can collect your thoughts before
moving ahead. If you really do not know what to say, pause silently until you do.
10. Relax. It is hard to relax when you are nervous, but your audience will be much more
comfortable if you are too.
11. Breathe. It is fine to be nervous. In fact, you should be all good presenters are nervous
every time they are in front of an audience. The most effective way to keep your nerves in
check aside from a lot of practice before hand is to remember to breathe deeply throughout
your presentation.
12. Acknowledge the people who supported your research. Be sure to thank the people who
made your research possible, including your mentor, research team, collaborators, and other
sources of funding and support.

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Synthesis
1. Preparing a speech or oral report you must follow the principle of public speaking from audience to
logistics, venue, facilities and content of your report.

2. Preparing a speech and oral report require a good deal of planning by following the guidelines in
preparing an effective and informative presentation.

3. To overcome anxiety or stage fright you must strictly abide with the steps given in effective
presentation.

TEST YOURSELF!
1. The following are the steps of having an effective speech and be a good public speaker
which of this is not included?

a.) Audience c.) Facilities

b.) Venue d.) Production

2. As a professional public speaker you need to acquire the following characteristics except
one:
a.) Confidence c.) Organize
b.) Procrastination d.) Productive

3. The following are the benefits that you can get preparing a speech or oral report. Which one
is incorrect?
a.) Improve speaking skills c.) Boosting confidence
b.) Develops critical thinking d.) Gain money and friends

4. The following are the tips having an interesting speech. Which of them is not incorporated
in the choices?
a.) Be excited
b.) Don t make an eye contact with the audience
c.) Avoid reading from the screen
d.) None of the above

5. When can we say that the speaker delivered the speech effectively?
a.) The speaker is shaking
b.) The speaker does not have a modulated voice
c.) Having a vocal fillers
d.) The audience are attentive

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TOPIC 2
INFORMATIVE COMMUNICATION
LEARNING OUTCOMES:
During the learning engagements, the learners are able to:

define and describe what is informative speech; and

enumerate and explain the four classification of an informative speech.

INTRODUCTION
Communication is a process of exchange facts, ideas, and opinions and as a means that individual or
organization share meaning and understanding with one another. The ability of fostering speed and effective
communication around the world has shrunk the world and made globalization a reality. Speech is a study
of how people generate shared meaning through the use of verbal and nonverbal symbols. Speech
Communication majors work to develop confidence and effectiveness in their public speaking, interpersonal,
and small group communication skills.
When people share knowledge about the world they live, they are participating in the process of
informative communication. The main goal for an informative speech is to help explain a specific subject and
to help the audience remember the knowledge later. To achieve these goals, a speaker should consider how
best to package the complex understanding that they have cultivated of the topic, from personal experience
and research, into an easily communicable form for the audience.
It is a speech that aims to provide information to the listeners about some topic. The goal of
information is not to persuade listeners to change their beliefs or to actions, but rather the goal is to increase
their knowledge and awareness of the topic. Informative messages attempt to present an objective-that is,
truthful and unbiased-view of the topics being considered. For example, Kim just started her first day at a
new high school. After retrieving her schedule and having a brief meeting with the schools guidance
counselor, Kim makes her way to her first class. Kim s teacher asks her to introduce herself to her classmates.
Kim walks to the front of the class, introduces herself, and tells her fellow students several facts about her
life. By doing this, Kim has just given an informative speech.

FOUR CLASSIFICATIONS OF INFORMATIVE SPEECH

SPEECHES ABOUT OBJECTS
Speeches about objects focus on things existing in the world. Objects include, among other things,
people places, animals or products. Because you are speaking under time constraints, you cannot discuss any
topic in its entirely. Instead, limit your speech to a focused discussion of some aspects of your topic. Some
example topics for speeches about objects include: the Central Intelligence Agency, Tombstones, Surgical
lasers, Franklin Delano Roosevelt, the pituitary gland and lemmings. To focus these topics, you could give a
speech about Franklin Delano Roosevelt and efforts to conceal how he suffered from polio while he was in
office.

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SPEECHES ABOUT PROCESSES

Speeches about processes focus on patterns of action. One type of speech about processes, the
demonstration speeches, teaches people how to perform a process. More frequently, however, you will use
process speeches to explain a process in broader terms. This way, the audience is more likely to understand
the importance or the context of the process. Examples of speech about processes include: how the internet
works, how to construct a good informative speech, as with any speech, be sure to limit your discussion to
information you can explain clearly and completely within time constraints.
SPEECHES ABOUT EVENTS
Speeches about events focus on the things that happened, are happening, or will happen. When
speaking about an event, remember to relate the topic to your audience. A speech chronicling history is
informative, but you should adapt the information to your audience and provide them with some way to use
the information. As always, limit your focus to those aspects of an event that can be adequately discussed
within the time limitations of your assignment. Examples of speeches about events include: the 1963 Civil
Rights March on Washington, Groundhog s Day, and The Battle of the Bulge, The World Series, and the
2000 Presidential elections.
SPEECHES ABOUT CONCEPTS
Speeches about the concepts focus on beliefs, ideas, and theories. While speeches about objects,
processes, and events are fairly concrete. Take care to be clear and understandable when creating and creating
a speech about concept. When selecting a concept, remember you are crafting in informative speech. Often,
speeches about concepts take on a persuasive tone. Focus your efforts toward providing unbiased
information and refrain from making arguments. Because concepts can be vague and involved, limit your
speech to aspects that can be readily explained and understood within the limits. Some examples of topics for
concept speeches include: Democracy, Taoism, Principles of Feminism, The Philosophy of Non-violent
protest, and the Big Bang Theory.
SUBJECTS OF INFORMATIVE SPEECHES
Informative speeches can cover many subjects as long as they can be discussed without persuading or
altering the perceptions of the audience. There are many different subjects that can be used in informative
speeches. College lectures about an event in history or a historical figure would be considered informative
speeches. More Technical subjects, such as the field of advertising, require more technical information and
specific data relevant to the industry. Technical subjects especially, but really all informative speeches, benefit
from the use of visualizations, such as bar graphs or images. For example, an information speech about a
particular actor or actress would likely to focus on providing a description of who the person is and what
movies or plays they have been in. Incorporating famous pictures or clips from works is a way of increasing
the audience s retention of the information about the particular person.

TYPES OF INFORMATIVE SPEECHES

Definitional speeches
In definitional speeches the speaker attempts to set forth the meaning of concepts, theories,
philosophies, or issues that may be unfamiliar to the audience. In thise type of speeches, speakers may begin
by giving the historical derivation, classification, or synonyms of terms of the background of the subject.
Describing the essential attributes of one concept compared to another.

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Descriptive speeches
The purpose of descriptive speech is to provide a detailed, vivid, word of picture of a person, animal,
place or object. Audiences should carry away in their minds a clear vision of the subject. It determines the
characteristics, features, functions, or fine points of the topic.
Explanatory speeches
Similar to the descriptive speech, they both share the function of clarifying the topic. But explanatory
speeches focus on reports of current and historical events, customs, transformations, inventions, policies,
outcomes, and options.
Demonstration speeches
The most practical of all informative speeches, a demonstration speech shows listeners how some
process is accomplished or how to perform it themselves. The focus is on a chronological explanation of
some process, application, or course of action.

PROCESSING AND REFLECTION

Informative speech is an integral part in communication it helps the receiver aware and to be
cognizant in different aspects in life. So if we differentiate an informative speech from other types of
speeches, it is important to stick to the basic facts of the subject. No personal biases, unsubstantiated
information, or popular opinion should be included when stating the main ideas of the topic. The goal is to
educate the audience on the facts, not to provide the speaker s opinion. When crafting an informative speech
look at the subject carefully and eliminate any potential statements that have prejudice or might persuade the
audience.

SYNTHESIS
INFORMATIVE SPEECH
It is a speech that aims to provide information to the listeners about some topic.
SPEECHES ABOUT OBJECTS
Focus on things existing in the world.
SPEECHES ABOUT PROCESSES
Focus on patterns of action.
SPEECHES ABOUT EVENT
Focus on the things that happened, are happening, or will happen.
SPEECHES ABOUT THE CONCEPTS
Focus on beliefs, ideas, and theories.
SPEECH COMMUNICATION
Work to develop confidence and effectiveness in their public speaking, interpersonal, and
small group communication skills.
COMMUNICATION
A process of exchange facts, ideas, and opinions and as a means that individual or
organization share meaning and understanding with one another.
DEFINITIONAL SPEECHES
Describing the essential attributes of one concept compared to another.

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DESCRIPTIVE SPEECHES
The purpose of descriptive speech is to provide a detailed, vivid, word of picture of a
person, animal, place or object.
EXPLANATORY SPEECHES
Focus on reports of current and historical events, customs, transformations, inventions,
policies, outcomes, and options
DEMONSTRATION SPEECH
Shows listeners how some process is accomplished or how to perform it themselves.

TEST YOURSELF!
I.MULTIPLE CHOICES
1. What are the four Classifications on informative speeches discussed in the chapter?
a. Speeches about objects, processes, events, and concepts
b. Speeches about definition, processes, objects, informative
c. Informative speeches, events, concepts, and objects
d. Public speeches, informative speeches, impromptu, extemporaneous

2. What are three methods you can use to avoid abstractions in your informative speech?
a. Definition, contrast, description
b. Demonstration, descriptive, explanatory
c. Description, comparison, contrast
d. Complexity, scope, comparison

3. It is a type speech that focuses on things existing in the world. Objects include, among other
things, people places, animals or products.
a. Speeches about concept
b. Speeches about processes
c. Speeches about objects
d. Speeches about event

4. Type of Speech that focuses on the things that happened, are happening, or will happen.
a. Speeches about concept
b. Speeches about processes
c. Speeches about objects
d. Speeches about event

5. Type of Speech that focuses about the concepts focus on beliefs, ideas, and theories.
a. Speeches about concept
b. Speeches about processes

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c. Speeches about objects

d. Speeches about event

6. A speech that aims to provide information to the listeners about some topic.
a. Persuasive speech
b. Oral report
c. Informative speech

7. It works to develop confidence and effectiveness in their public speaking, interpersonal, and small
group communication skills.
a. Speech communication
b. Communication
c. Informative speech

8. It attempts to present an objective-that is, truthful and unbiased-view of the topics being
considered.
a. Persuasive speech
b. Informative message
c. Speech about processes

9. It is the speaker attempts to set forth the meaning of concepts, theories, philosophies, or issues
that may be unfamiliar to the audience
a. Persuasive speech
b. Descriptive
c. Definition
d. Informative

10. The most practical of all informative speeches, it shows listeners how some process is
accomplished or how to perform it themselves.
a. Demonstrational
b. Descriptive
c. Explanatory
d. communication

II. TRUE OR FALSE

1. In this type of speeches, speakers may begin by giving the historical derivation, classification,
or synonyms of terms of the background of the subject. Describing the essential attributes of
one concept compared to another.
2. The purpose of descriptive speech is to keep a detailed, vague, word of picture of a person,
animal, place or object.

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3. The most practical of all informative speeches, a explanation speech shows listeners how
some process is accomplished or how to perform it themselves. The focus is on a
chronological explanation of some process, application, or course of action.
4. Explanatory speeches focus on reports of current and historical events, customs,
transformations, inventions, policies, outcomes, and options.
5. When speaking about an event, remember to relate the topic to your audience. A speech
chronicling history is informative, but you should adapt the information to your audience
and provide them with some way to use the information.

ANSWER KEYS
I. MULTIPLE CHOICES
1. A. Speeches about objects, processes, events, and concepts
2. B. Description, comparison, contrast
3. C. Speeches about objects
4. D. Speeches about event
5. A. Speeches about concept
6. C. Informative speech
7. A. Speech communication
8. B. Informative message
9. C. Definitional/definition speech
10. B. descriptive

II TRUE OR FALSE
1. TRUE
2. FALSE
3. FALSE
4. TRUE
5. TRUE

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TOPIC 3
PERSUASIVE COMMUNICATION
LEARNING OUTCOMES:
During the learning engagements, the learners are able to:

define and describe what is persuasive communication and its functions and principles; and
prepare persuasive speeches write-ups.

INTRODUCTION
Persuasive communication is any message that is intended to shape, reinforce, or change the responses of
another or others such responses are modified by symbolic transactions (messages) which are sometimes, but
not always, linked with coercive force (indirectly coercive) and which appeal to the reason and emotions of
the target. Generally, persuasion refers to such communicative activities that are mediated. Those that are face-
to-face are called compliance-gaining. Persuasive communication can be targeted at

Cognition. Persuasion can be used to change individuals beliefs about an object or an issue, which includes
attributes, interpretation, definition, outcome, etc.
Attitude. Persuasion can be used to change individuals attitude toward an object or an issue, which refers
to the categorization of an object or an issue along an evaluative dimension (from negative to positive).
Behavior. Persuasion can be used to change individuals behavior, which is the overt actions regarding an
object or an issue.

Persuasion is a literary technique that writers use to present their ideas through reason and logic, in order to
influence the audience. Persuasion may simply use an argument to persuade the readers, or sometimes may
persuade readers to perform a certain action. Simply, it is an art of effective speaking and writing in which
writers make their opinions believable to the audience through logic, by invoking emotions, and by proving
their own credibility.

Types of Persuasion
Persuasion has three basic types:

1. Ethos
It is linked with morality and ethics. In this method of persuasion, writers or speakers convince their audience
of their goodwill and present themselves as trustworthy. In order to determine whether a writer is credible or
not, the audience needs to understand his intention and his strong understanding of the subject.
2. Logos
Logos comes of logic; therefore writers use logic, reasoning, and rationality to convince audiences of their
perspectives.
3. Pathos
The third method is pathos, which invokes and appeals to the emotions of the audience. This is contrary to
logos, as it presents arguments without using logic or reasoning. Many writers consider love, fear, empathy,
and anger as strong factors to influence the emotions of their audiences.

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Function of Persuasion

Persuasion is the most common literary technique. We not only find it in literature, but also in political
speeches, conferences, courtrooms, and advertisements. Through persuasive writing, writers express their
own feelings and opinions by appealing to the audience emotionally and rationally. Hence, it is a very
effective technique to win over the readers or audience. In addition, it helps students to unearth certain
reasons in favor of their points of view, and gives them a chance to research facts linked to their views. While
developing an understanding of how writing can change and influence their thoughts and actions, students
can understand the nature of persuasive work.

6 Principles of Persuasion

1. Principle of Reciprocity

Reciprocity is the mutual expectation for exchange of value or service. In all cultures, when one person gives
something, the receiver is expected to reciprocate, even if only by saying thank you. There is a moment
when the giver has power and influence over the receiver, and if the exchange is dismissed as irrelevant by the
giver the moment is lost. In business this principle has several applications. If you are in customer service and
go out of your way to meet the customer s need, you are appealing to the principle of reciprocity with the
knowledge that all humans perceive the need to reciprocate in this case, by increasing the likelihood of
making a purchase from you because you were especially helpful. Reciprocity builds trust and the relationship
develops, reinforcing everything from personal to brand loyalty. By taking the lead and giving, you build in a
moment where people will feel compelled from social norms and customs to give back.

2. Principle of Scarcity

You want what you can t have, and it s universal. People are naturally attracted to the exclusive, the rare, the
unusual, and the unique. If they are convinced that they need to act now or it will disappear, they are
motivated to action. Scarcity is the perception of inadequate supply or a limited resource. For a sales
representative, scarcity may be a key selling point the particular car, or theater tickets, or pair of shoes you
are considering may be sold to someone else if you delay making a decision. By reminding customers not only
of what they stand to gain but also of what they stand to lose, the representative increases the chances that
the customer will make the shift from contemplation to action and decide to close the sale.

3. Principle of Authority

Trust is central to the purchase decision. Whom does a customer turn to? A salesperson may be part of the
process, but an endorsement by an authority holds credibility that no one with a vested interest can ever
attain. Knowledge of a product, field, trends in the field, and even research can make a salesperson more
effective by the appeal to the principle of authority. It may seem like extra work to educate your customers,
but you need to reveal your expertise to gain credibility. We can borrow a measure of credibility by relating
what experts have indicated about a product, service, market, or trend, and our awareness of competing
viewpoints allows us insight that is valuable to the customer. Reading the manual of a product is not
sufficient to gain expertise you have to do extra homework. The principal of authority involves referencing
experts and expertise.

4. Principle of Commitment and Consistency

Oral communication can be slippery in memory. What we said at one moment or another, unless recorded,
can be hard to recall. Even a handshake, once the symbol of agreement across almost every culture, has lost
some of its symbolic meaning and social regard. In many cultures, the written word holds special meaning. If

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we write it down, or if we sign something, we are more likely to follow through. By extension, even if the
customer won t be writing anything down, if you do so in front of them, it can appeal to the principle of
commitment and consistency and bring the social norm of honoring one s word to bear at the moment of
purchase.

5. Principle of Consensus

Testimonials, or first person reports on experience with a product or service, can be highly persuasive. People
often look to each other when making a purchase decision and the herd mentality is a powerful force across
humanity: if everybody else thinks this product is great, it must be great. We often choose the path of the
herd, particularly when we lack adequate information. Leverage testimonials from clients to attract more
clients by making them part of your team. The principle of consensus involves the tendency of the individual
to follow the lead of the group or peers.

6. Principle of Liking

Safety is the twin of trust as a foundation element for effective communication. If we feel safe, we are more
likely to interact and communicate. We tend to be attracted to people who communicate to us that they like
us, and who make us feel good about ourselves. Given a choice, these are the people with whom we are likely
to associate. Physical attractiveness has long been known to be persuasive, but similarity is also quite effective.
We are drawn to people who are like us, or who we perceive ourselves to be, and often make those judgments
based on external characteristics like dress, age, sex, race, ethnicity, and perceptions of socioeconomic status.
The principle of liking involves the perception of safety and belonging in communication.

SYNTHESIS
Communication - Communication is simply the act of transferring information from one place, person or
group to another. Every communication involves (at least) one sender, a message and a recipient
Persuasion - Persuasion is a literary technique that writers use to present their ideas through reason and
logic, in order to influence the audience. Persuasion may simply use an argument to persuade the readers, or
sometimes may persuade readers to perform a certain action.
Speech - Definition of speech. 1a : the communication or expression of thoughts in spoken words. b :
exchange of spoken words : conversation. 2a : something that is spoken : utterance. b: a usually public
discourse: address.

Principles of Persuasion Reciprocity, scarcity, authority, consistency, liking, consensus. Understanding

these shortcuts and employing them in an ethical manner can significantly increase the chances that someone
will be persuaded by your request.

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TEST YOURSELF!
EXERCISE 1:
FILL IN THE BLACK
1-2. Persuasion is a literary technique that writers use to present their ideas through
_____and_____, in order to influence the audience.
3-4. Persuasion can be used to change individuals _____toward an object or an_____, which refers
to the categorization of an object or an issue along an evaluative dimension (from negative to
positive).
5-6. Logos comes of logic, therefore writers use logic, reasoning, and _________to convince
audiences of their________.
7-8. In this method of persuasion, writers or speakers convince their audience of their________ and
present themselves as___________.
9-10.We tend to be attracted to people who_____________ to us that they like us, and who make
us feel ______about ourselves.

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EXERCISE 2:
Matching type: Write only the letter on the space provided.
____1.Principle of liking A. Trust is central to the purchase decision
____2. Principle of Commitment and B. You want what you can t have, and it s
Consistency universal.
____3. Principle of Authority C. If we feel safe, we are more likely to
interact and communicate.
____4. Principle of Consensus
D. Testimonials, or first person reports on
____5. Principle of Scarcity experience with a product or service, can be
____6. . Pathos highly persuasive.

____7. Principle of Reciprocity E. If we write it down, or if we sign

something, we are more likely to follow
____8. Behavior. through.
____9. Cognition F. object or an issue, which includes
____10. Persuasive communication attributes, interpretation, definition, and
outcome.
G. the overt actions regarding an object or an
issue.
H. as it presents arguments without using
logic or reasoning.
I. reactive or ad hoc response as issues crop
up.
J. mutual expectation for exchange of value or
service.
K. change the responses of another or others
such responses

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Answer key:
Matching type Fill in the Blanks
1.C 1. Reason and Logic
2.E 2. Attitude, issue
3.A 3. Rationality, perspective
4.D 4. Goodwill, trustworthy
5.B 5. Communicate, good
6.H
7.J
8.G
9.F
10.K

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TOPIC 4
GENERAL TYPES OF SPECIAL-OCCASION SPEECHES

LEARNING OUTCOMES:

During the learning engagements, the learners are able to:

distinguish informative and persuasive speeches from special-occasion speeches; and

Identify and explain the different types of special-occasion speeches.

INTRODUCTION

Many entertaining speeches fall under the category of special-occasion speeches. All the speeches in this
category are given to mark the significance of particular events. Common events include weddings, awards
ceremonies, funerals, and political events. In each of these different occasions, speakers are asked to deliver
speeches relating to the event. For purposes of simplicity, we ve broken special-occasion speeches into two
groups: ceremonial speaking and inspirational speaking. As the name implies, special occasion
speeches are delivered during special occasions. They are sometimes given to commemorate a legacy
or to celebrate an achievement. A special occasion speech is short and straight to the point, possibly
lasting for ten minutes or less. A mood is often set through these speeches, enough to change
everyone s spirit.

To give a good special occasion speech, you need to know your topic well. Do your research agenda,
especially when you re dealing with names and titles of significant people. There s nothing more
insulting than delivering a speech that has the wrong information and no factual basis whatsoever.
From there, you ll be able to add your own words and ideas to the speech Use an optimistic tone.
Even when you are presenting a eulogy, you need to be able to set a positive vibe that celebrates a
person s time here on earth. For introducing significant individuals, a good presentation speech that
depicts honor and gratitude would definitely do the job. Keep in mind that a special occasion speech is
meant to relay a positive message to an audience.

For special occasion speeches, it usually relates to the personal aspect. A special occasion speech can
often give pride to the individual being honored. It is a good way to recognize one s effort. For
instance, a welcome speech gives thanks to the audience for being present desp ite various
circumstances. The speech is a means of showing one s appreciation through words of praise and
gratitude.

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Image 5. President Rodrigo Duterte s 2nd State of the Nation s Address

FUNCTIONS OF SPECIAL-OCCASION SPEECH

Entertain and Celebrate - speeches intended to entertain an audience may be either informative
or persuasive, the rhetorical situation often provides a clear indication of when a speech falls into
the special occasion category. An awards banquet and weddings are examples of special
occasions that call for a speaker to present an upbeat, light speech designed to amuse the
audience while celebrating a person, event, or situation.
Commemorate - When we think of a speech crafted to commemorate something or someone,
perhaps a eulogy is the first type to come to mind. Speeches of commemoration can also include
building or monument dedications that are designed to honor the memory of the person or
situation that inspired the site.
Inspire - Often the rhetorical situation calls for a speaker to present words of wisdom and
guidance based upon their own personal experiences or what they ve learned through shared
experiences of the audience they are addressing.
Advocate - This textbook is dedicated to encouraging students to stand up and speak out and
this type of special occasion speech encompasses the speeches in which individuals do just that.
Speeches of advocacy focus on goals and values, and are often cause-oriented or crafted to
impact policy-setting or change in some way.

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CEREMONIAL SPEAKING

Image 6. Chris Hill Chris Hoy Acceptance Speech CC BY-NC-ND 2.0.

Ceremonial Speeches:

Speeches given during a ceremony or a ritual marked by observance of formality or etiquette. These
ceremonies tend to be very special for people, so it shouldn t be surprising that they are opportunities for
speech making.

Speeches of Introduction:

Which is a mini-speech given by the host of a ceremony that introduces another speaker and his or her
speech.

Effective Speech of Introduction:

- Balance the length of the intro
duction paragraph with the total speech length.
- Avoid broad, sweeping, and too general statements.
- Be clear, direct and straightforward in your speech.

Speeches of Presentation:

A speech of presentation is a brief speech given to accompany a prize or honor. Publicly speaking to an
audience with intent to inform, demonstrate, explain or persuade. The presentation is normally written, then
performed and includes an introduction, a body consisting of main focal points and a conclusion.

Good Presentation Speech:

Refer to the occasion by telling why you are there and why it is a special day. Explain briefly what the award
represents, and describe the following: symbol, goal, categories, history and previous winners. Describe the
organization you are representing and explain why you are privileged to present the award. Offer personal
thoughts, experiences, and feelings about the award. Praise the recipient by citing relevant outstanding
contributions, achievements, or records and adapt them to the goals and meaning of the special occasion. Ask
the recipient to come forward and read the text or inscription of the award. Congratulate the awardee.

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Speeches of Acceptance

The complement to a speech of presentation is the speech of acceptance. The speech of acceptance is a
speech given by the recipient of a prize or honor.

There are three typical components of a speech of acceptance:

Thank the givers of the award or honor,

Thank those who helped you achieve your goal, and
Put the award or honor into perspective.

Image 7. Philippines bid presentation of acceptance of Manuel Pangilinan during the

FIBA World Cup 2019

Speeches of Dedication

A speech of dedication is delivered when a new store opens, a building is named after someone, a plaque
is placed on a wall, a new library is completed, and so on. These speeches are designed to highlight the
importance of the project and possibly those to whom the project has been dedicated.

Image 7. The Bataan Campaign (2015)

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Roasts

The roast speech is a very interesting and peculiar speech because it is designed to both praise and good-
naturedly insult a person being honored. Generally, roasts are given at the conclusion of a banquet in honor
of someone s life achievements. The television station Comedy Central has been conducting roasts of various
celebrities for a few years.

Eulogies

A eulogy is a speech given in honor of someone who has died. A eulogy is a speech or writing in praise of a
person or thing, especially one who recently died or retired or as a term of endearment.

Speeches of Farewell

A speech of farewell allows someone to say good-bye to one part of his or her life as he or she is moving on
to the next part of life. Maybe you ve accepted a new job and are leaving your current job, or you re
graduating from college and entering the work force.

INSPIRATIONAL SPEAKING

Image 8. Nick Vujicic (motivational speaker}

Inspirational Speeches:
The goal of an inspirational speech is to elicit or arouse an emotional state within an audience. In Section
18.2.1 "Ceremonial Speaking", we looked at ceremonial speeches. Although some inspirational speeches are
sometimes tied to ceremonial occasions, there are also other speaking contexts that call for inspirational
speeches. For our purposes, we are going to look at two types of inspirational speeches: goodwill and
speeches of commencement.

Speeches to Ensure Goodwill

Goodwill is an intangible asset that is made up of the favor or reputation of an individual or

organization. Speeches of goodwill are often given in an attempt to get audience members to view the person
or organization more favorably. Although speeches of goodwill are clearly persuasive, they try not to be
obvious about the persuasive intent and are often delivered as information-giving speeches that focus on an
individual or organization s positives attributes.

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There are three basic types of speeches of goodwill:

Public relations,
Justification, and
Apology.

Speeches for Public Relations

In a public relations speech, the speaker is speaking to enhance one s own image or the image of his or her
organization. You can almost think of these speeches as cheerleading speeches because the ultimate goal is to
get people to like the speaker and what he or she represents.

Speeches of Justification

The second common speech of goodwill is the speech of justification, which is given when someone attempts
to defend why certain actions were taken or will be taken. In these speeches, speakers have already enacted
(or decided to enact) some kind of behavior, and are now attempting to justify why the behavior is or was
appropriate.

Speeches of Apology

The final speech of goodwill is the speech of apology which is to ask forgiveness .Frankly, these speeches
have become more and more commonplace. Every time we turn around, a politician, professional athlete,
musician, or actor/actress is doing something reprehensible and getting caught. In fact, the speech of apology
has quickly become a fodder for humor as well. In your apology, you need to be specific and detailed and
say exactly what you did wrong

Speeches for Commencements

The second type of inspirational speech is the speech of commencement, which is designed to recognize and
celebrate the achievements of a graduating class or other group of people. The most typical form of
commencement speech happens when someone graduates from school.

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PROCESSING AND REFLECTION

The speech is written and spoken to appeal to the senses. Some speeches are written to inform
people of a current or past happening. This is a speech about an event, and it is meant to bring people up to
speed on things that have, are or will be going on in the world. In every walk of life, we are called upon to be
public speakers.
As teachers, we take the floor daily. While other professions may not address audiences as frequently
- board meetings, presentations, interviews, small-group collaboration, and one-on-one informational sharing
occurs. These are all forms of public speaking, which require people to be able to encode a valuable message
to at least one other person. Communicating clearly can allow individuals to advance in his or her career,
obtain a dream job, find success, and improve the quality of his or her craft no matter what that craft may be.
This idea is powerful and one that has fueled my passion for teaching young people to love public speaking
or mildly tolerate it.

In addition to communicating as part of their careers, students will also be asked to speak public in
some of life's most important events. Weddings, funerals, significant. birthdays, anniversaries, and other
functions that occur among family and friends. To help students begin to realize that they will need to speak
at these functions throughout their lives and give them a little practice with real-world speaking, I've
developed a few activities during my final unit (Special Occasion Unit) in my speech class to help make public
speaking more realistic.

SYNTHESIS

Ceremonial Speeches- ritual marked by observance of formality or etiquette

Speeches of Introduction- a mini-speech given by the host of the ceremony
Speeches of Presentation- speech given to accompany a prize or honor
Speeches of Acceptance- speech given by the recipient of a prize or honor
Speeches of Dedication- to whom the project has been dedicated
Roasts- designed to both praise and good-naturedly insult a person being honored
Eulogies- a speech given in honor of someone who has died
Speeches of Farewell- speech is to elicit or arouse an emotional state within an
audience
Inspirational Speeches- made up of the favor or reputation of an individual or
organization
Speeches to Ensure Goodwill- intangible asset that is made up of the favor or reputation
of an individual or organization
Speeches for Public Relations- cheerleading speeches because the ultimate goal is to get
people to like the speaker and what he or she represents.
Speeches of Justification- to defend why certain actions were taken or will be taken
Speeches of Apology- to ask forgiveness
Speeches for Commencements- to recognize and celebrate the achievements of a
graduating class or other group of people.

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TEST YOURSELF!

I. MULTIPLE CHOICES

1.) A mini-speech given by the host of a ceremony that introduces another and his or her speech.
a. Ceremonial Speech b. Speech of Presentation
b. Speech of Introduction d. Speech of Acceptance

2.) Speeches given during a ritual marked by observance of formality or etiquette.

a. Speech of Dedication b. Ceremonial Speeches
c. Roast d. Toast

3. What is Inspirational Speech?

a. .to elicit or arouse an emotional state within an audience
b. to defend why certain actions were taken or will be taken
c. to inform, demonstrate, explain or persuade
d. to entertain an audience may be either informative or persuasive

4. It is a speech given in honor of someone who has died.

a. Roast b. Commencement
c. Eulogies d. Apology

5. Which is NOT a function of Special-Occasion Speeches?

a. Entertain and Celebrate b. Inspire
b. Advocate d. Justify

II. ENUMERATION
Different kinds of Ceremonial Speaking
Different kinds of Inspirational Speaking
Functions of Special-Occasion Speeches

III. VENN DIAGRAM

Draw a Venn Diagram that shows the similarities and differences of Ceremonial and
Inspirational Speaking

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