Purposive Communication 7

PURPOSIVE COMMUNICATION
Lesson VII: Informative Speaking and Persuasive Speaking
Objectives:
By the end of this lesson, you should be able to:

1. Know the difference between informative speaking and persuasive speaking; and
2. Analyze speeches and identify perceived strengths and weaknesses.
Discussion
Informative Speaking
Informative speeches “explain or describe facts, truths and principles in ways that stimulate
interest, facilitate understanding and increase the likelihood of remembering” on the part of the audience.
Effective informative speeches are “intellectually stimulating, relevant, creative, memorable, and address
diverse learning styles.”
Methods of Informing
1. Description (portraying things, events or ideas vividly)
2. Definition (stating the meaning of things or ideas)
3. Comparison and Contrast (evaluating similarities and differences between events or ideas)
4. Narration (recounting a sequence of events or ideas)
5. Demonstration (exhibiting how something is performed or how a process works)
Common Informative Speech Frameworks

1. Process Speech Framework
This framework is commonly used in showing how things are created, accomplished or changed
based on a given system. (example: speech on how to apply for a scholarship grant)
2. Expository Framework
This framework is generally utilized in explaining or discussing social issues, historical events and
forces, a theory or principle, or a creative work. (example: speech on the current global
pandemic)
Persuasive Speaking
Persuasive speeches “influence the attitudes, values, beliefs, or behavior” of the audience
members. The members of the audience may either display positive, neutral or negative attitude toward a
topic. Persuasive speech goals serve as propositions: proposition of fact, proposition of value or
proposition of policy.
Developing Arguments (Logos) that Support One’s Proposition
1. Finding reasons which you can use as main points
2. Selecting evidence – factual statements or expert opinions – to support your reasons
3. Determining types of arguments such as arguing from example, analogy, causation, or sign
4. Avoiding fallacies such as hasty generalization, false cause, ad hominem or personal attack,
‘either-or’ option, and ‘straw person’ or false depiction/attribution of a negative quality to a person
Increasing Audience Involvement through Emotional Appeal (Pathos)
1. Evoking negative emotions such as fear, guilt, shame, anger and sadness
2. Evoking positive emotion like happiness, pride, relief, hope and compassion
Cueing the Audience through Credibility (Ethos)

1. Personalizing information
2. Empathizing with the audience
3. Responsiveness to the audience
Motivating the Audience to Act through Incentives

1. Stressing physical rewards such as food, shelter, money, sex
2. Accentuating psychological rewards like self-esteem and peace of mind
3. Highlighting social rewards including acceptance, popularity, status
Persuasive speeches usually follow any of these organizational patterns:

1. Statement of Reasons
2. Comparative Advantages
3. Criteria Satisfaction
4. Refutative
5. Problem-Solution
6. Problem-Cause-Solution
7. Motivated Sequence
Supplementary Digital Reference
Informative versus Persuasive Speaking from Communication Coach by Alex Lyon

(https://www.youtube.com/watch?v=85gg_pgij4l)
References: Communicate! by R. Verderber, K. Verderber and D. Sellnow; A First Look at Communication Theory by E. Griffin;
Communication, Values and Society by C. Maslog; Communicating Effectively by S. Hybels and R. Weaver; Communicating for
Results by C. Hamilton; Academic Writing by S. Bailey; Research Paper Writing by E. Manlapaz and M. E. Francisco; Business and
Professional Communication by K. Quintanilla and S. Wahl; Communicating at Work by R. Adler and J. Elmhorst; Guide to
Managerial Communication: Effective Business Writing and Speaking by M. Munter; Tools for Tech nical and Professional
Communication by A. Bell; Communication for Society by M. L. Santos and M. T. Uychoco

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PURPOSIVE COMMUNICATION

Lesson VII: Informative Speaking and Persuasive Speaking

By the end of this lesson, you should be able to:

Common Informative Speech Frameworks

Cueing the Audience through Credibility (Ethos)

Motivating the Audience to Act through Incentives

Persuasive speeches usually follow any of these organizational patterns:

Supplementary Digital Reference

Informative versus Persuasive Speaking from Communication Coach by Alex Lyon

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