English Language Department

College of Arts and Letters

Bicol University
Legazpi City

First Semester
Academic Year 2020-2021

PROPERTY OF:

__________________________________________________
Name of Student/Course and Year

GEC-15, PURPOSIVE COMMUNICATION Chapter 6

 CHAPTER SIX

COMMUNICATION FOR VARIOUS PURPOSES

WHAT IS THIS LESSON ABOUT?

This chapter covers the fundamentals of successful communication like knowing your
purpose, knowing your audience, organizing your ideas, and following basic communication
principles.
Furthermore, communication is also emphasized as it serves its purposes to inform, evoke,
entertain, argue, and persuade.
Lastly, the factors comprising a rhetorical situation like author, audience, purpose, topic
and occasion are also discussed.

WHAT WILL YOU LEARN?

At the end of this lesson, you are expected to:

1. Identify various communication fundamentals that comprise successful communication;

2. Exhibit understanding on the components of rhetorical situations;
3. Deliver effective speeches relevant to your field of specialization;
4. Enumerate and explain the various purposes of communication;
5. Distinguish informative and persuasive speeches from special-occasion speeches
6. Deliver effectively the introduction and conclusion of your oral presentation to create
lasting impression
7. Employ vocal and physical factors, eye contact, and presentation aids for effective
delivery.

GEC-15, PURPOSIVE COMMUNICATION Chapter 6

LESSON 1:
COMMUNICATION FUNDAMENTALS & RHETORICAL SITUATION

LET’S READ!

According to Oliver Schinkte, communication is a critical part of our daily lives, and it is something
that we often overlook and fail to practice. There are times that we also disregard the importance
of speaking, listening, and other forms of communication.
Although communication is an innate skill that is subconsciously learned and used, this skills needs to
be enhanced in order to attain a strong foundation of your communication ability.
WHAT ARE BASIC COMMUNICATION PRINCIPLES?
In the aspect of communication, there are basic skills that help form the foundations of our more
advanced communication skills. If these basic skills are missing, it is unlikely that more advanced
communication can develop.
As a student, you can thrive whether in writing or speaking, if you understand several foundations
of successful communication. The following are considered as communication fundamentals: know
your purpose, know your audience, organize your ideas, and follow basic communication
principles.
1. KNOW YOUR PURPOSE – why are you speaking? You need to have a specific purpose in
mind. A purpose is an exact statement of what you want your audience to understand, to do,
or to believe. You may want to entertain, inform, or persuade your audience.

2. KNOW YOUR AUDIENCE – to whom will you speak? As a communicator, it is important that
you need to analyze, cater, and respect the needs of your audience.

3. ORGANIZE YOUR IDEAS – how will you put your ideas together? Create an outline to
diagram how your communication will be organized. Your outline should help you ensure that
you don’t omit any vital information.

4. FOLLOW BASIC COMMUNICATION PRINCIPLES – how will you be an effective

communicator? Master the principles of clarity in presenting your ideas, use familiar words in
communicating your thoughts, and be an active participant in the entire communication process.
RHETORICAL SITUATION
According to Sprout, Driscoll and Breeze (2012), there is no one singular rhetorical situation that
applies to all instances of communication. Rather, all human efforts to communicate occur within
innumerable, individual, rhetorical situations that are particular to those specific moments of
communication.
Likewise, Johnson-Sheehan and Paine, in their textbook Writing Today, state than an awareness of
rhetorical situations can help in both composition and analysis. Once you know how to identify and
analyze the elements of rhetorical situations, you will be able to produce writing that meets your
audience’s needs, fits the specific setting you write in, and conveys your intended message and
purpose.
WHAT ARE THE FIVE RHETORICAL SITUATIONS?
As social beings, we communicate on a daily basis. In a broader sense, communication is not only
about using explicit language like speaking and writing words but also about using implicit
messages like tone or eye contact. For an individual to become a successful communicator, he or
she needs to learn how to explicitly and implicitly communicate in various situations. Miller and

GEC-15, PURPOSIVE COMMUNICATION Chapter 6

 Webb (1995) identified additional components to consider in communication called the rhetorical
situation which includes: author, audience, purpose, topic and occasion.

1. AUTHOR
a. Consider your needs as an author:
i. Work habits
ii. Style
iii. Environment
b. Knowing your style and being able to edit and adjust to a particular situation is essential
to effective communication.
2. AUDIENCE
a. The level of formality and intimacy are determined by the recipients of communication, your
audience.
b. Different audiences:
o Friend/classmates (personal, informal, jargon, slang)
o Professionals (professional tone, formal language)
3. PURPOSE
a. identify the purpose why you communicate, is it to:
o Inform
o Persuade
o Convince
o Entertain
4. TOPIC
a. this is a specific area of a particular subject that you choose to communicate.
b. this should be clearly revealed to your audience.
5. OCCASION
a. this is one of the circumstances prompting a communication.
b. There should be formality, purpose and tone in an occasion.

INFO CORNER!
Rhetorical Situation – in the classical tradition, the art of public speaking is called rhetoric, the
circumstances in which you give your speech or presentation are the rhetorical situation.
By understanding the rhetorical situation, you can gauge the best ways to reach your listeners
and get your points across. In so doing, you’ll make the transition from your viewpoint to that
of your audience members. Remember, that without an audience to listen and respond to you,
it’s really not much of a speech. The audience gives you the space and time as a speaker to
fulfil your role and, hopefully, their expectations. Just as a group makes a leader, an
audience makes a speaker. By looking to your audience, you shift your attention from an
internal focus (you) to an external (them/others) emphasis. This “other-orientation” is key to
your success as an effective speaker.
Source: http://open.lib.umn.edu/businesscommunication/chapter/12-1-rhetorical-situation/

TASK #1

GEC-15, PURPOSIVE COMMUNICATION Chapter 6

LESSON 2: PREPARING A SPEECH OR ORAL REPORT
LET’S READ!

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.
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.

GEC-15, PURPOSIVE COMMUNICATION Chapter 6

 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.
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

GEC-15, PURPOSIVE COMMUNICATION Chapter 6

 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.

TASK #2

GEC-15, PURPOSIVE COMMUNICATION Chapter 6

LESSON 3: INFORMATIVE COMMUNICATION
LET’S READ!

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 counsellor, 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.

 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

GEC-15, PURPOSIVE COMMUNICATION Chapter 6

 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 these 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.

 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,

GEC-15, PURPOSIVE COMMUNICATION Chapter 6

 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.

INFO CORNER!
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.

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.

TASK #3

GEC-15, PURPOSIVE COMMUNICATION Chapter 6

LESSON 4: PERSUASIVE COMMUNICATION
LET’S READ!

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.
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

GEC-15, PURPOSIVE COMMUNICATION Chapter 6

 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 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

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 socioeconomic status. The principle of liking involves the perception of safety and belonging in
communication.

TASK #4

LESSON 5: GENERAL TYPES OF SPECIAL-OCCASION SPEECHES

LET’S READ!

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 despite various
circumstances. The speech is a means of showing one‘s appreciation through words of praise and
gratitude.
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

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 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.
CEREMONIAL SPEAKING
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:
o Balance the length of the introduction paragraph with the total speech length.
o Avoid broad, sweeping, and too general statements.
o 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.
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:
a. Thank the givers of the award or honor,
b. Thank those who helped you achieve your goal, and
c. Put the award or honor into perspective.

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, and 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.
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 honoured. 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.

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 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
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.
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.

TASK #5

GEC-15, PURPOSIVE COMMUNICATION Chapter 6

LESSON 6: TYPES OF SPEECHES BASED ON DELIVERY
LET’S READ!

There are four ways in which a speaker can deliver his or her information. Once can speak from
his head, commit every word to memory, read from a script or use a blended approach.
These are the four primary types of speech delivery:
Manuscript, Memorized, Impromptu and Extemporaneous.
Manuscript speaking, like it sounds, involves reading your speech word-for-word from its written
form.
The advantage to delivering a speech this way is that you can perfectly plan and control the
wording of your speech. This sounds like it is ideal, but really it is not. In most speeches you should
be striving for an informal, conversational delivery style. Reading prevents that, as well as eye
contact. Also, with set wording, you can‘t adapt the speech if the audience isn‘t following or
interested in your speech.
Memorized, like it sounds, involves committing your entire speech to memory. Once again, this
sounds great. But, practically speaking, who has time memorize even a short speech? And like a
manuscript speech, you can‘t adapt the feedback from the audience.
An Impromptu speech is the one that you are asked to deliver with little or no preparation.
Finally, the Extemporaneous speech is a speech delivered with some prepared structure, such as
notes or an outline, but is otherwise delivered off-the-cuff. In most cases, this is going to be your
best choice. The note allows you to structure your speech, without handcuffing you in the event that
your audience needs you to adapt. Also, you will sound more natural and conversational, and this
will help hold audience attention.
ASPECTS OF PHYSICAL DELIVERY
There are six aspects of physical delivery that will be covered in this section:
Voice Use, Facial Expressions, Eye Contact, Gesturing and Movement.
Effective Voice Use involves several elements. Naturally, one of the most important aspects is
volume. As a speaker you must be loud enough to be heard by everyone in the room, but not so
loud that you sound unnatural and bossy. It is also necessary to vary the pitch, rate, tone of your
voice to avoid sounding monotonous.
Your audience gathers a lot of information from your facial expression. If your facial expressions
and your spoken words conflict, the audience is likely to believe your face. So make sure that your
facial expressions mesh with the feelings and ideas being expressed.
The simple rule on eye contact is this: The more, the better. A good strategy for eye contact is to
make brief (a beat or two) eye contact with the members of the audience in one section of the

GEC-15, PURPOSIVE COMMUNICATION Chapter 6

 audience and then move to another section. Ideally, you should be making eye contact with
someone whenever words are being spoken in your speech.
One of the most common questions that people have about public speaking is: What do I do with
my hands? The quick and easy answer is: Whatever comes naturally (unless clutching the podium is
what comes naturally). The key to good gesturing is variety, which most of us have in our
everyday gestures.
The final aspect of physical delivery is movement. If you are positioned behind a podium, your
movements are obviously going to be restricted. But if you are not using a podium, feel free to
walk to different parts of the stage as you deliver your speech. This keeps different parts of the
audience involved and adds variety.

METHODS OF SPEECH DELIVERY

1. Manuscript Speaking
o Rarely done well enough to be interesting
o Type your manuscript in short, easy-to-scan phrases
o Use appropriate nonverbal messages
o Do not read the speech too quickly
o Vary the rhythm, inflections, and pace of your delivery
o Use gestures and movement to add nonverbal interest

2. Memorized Speaking
o Do not deliver your memorized speech too rapidly
o Avoid patterns of vocal inflection that make the presentation sound recited
o Use gestures and movement to add interest and emphasis to your message

3. Impromptu Speaking
o “off the cuff”
o Consider your audience
o Be brief
o Organize
o Draw upon your personal experience and knowledge
o Use gestures and movement that arise naturally from what you are saying
o Be aware of the potential impact of your communication

4. Extemporaneous Speaking
o Method of delivery preferred by most audiences
o Use a full-content preparation outline when you begin to rehearse your presentation
o Prepare an abbreviated delivery outline and speaking notes
o Do not try to memorize your message word for word
o As you deliver your presentation, adapt it to your audience

EFFECTIVE NONVERBAL DELIVERY

o Vocal Delivery
o Volume
o Pitch
o Rate
o Articulation
o Appearance

RECAP Characteristics of Nonverbal Delivery

Gestures should be relaxed, definite, varied, and appropriate.
Movement should be purposeful

GEC-15, PURPOSIVE COMMUNICATION Chapter 6

 Posture should feel natural and be appropriate to your topic, audience,
and occasion
Eye Contact should be established before you say anything and sustained
throughout your presentation
Facial Expression should be alert, friendly, and appropriate
Volume should be loud enough to be heard and varied
Pitch should be varied to sustain audience interest
Rate should be neither too fast nor too slow
Articulation should be clear and distinct
Appearance should conform to what the audience expects

GEC-15, PURPOSIVE COMMUNICATION Chapter 6