奥巴马演讲《A More Perfect Union》说服力分析

Click to edit Master title style,Edit Master text styles,Second level,Third level,Fourth level,Fifth level,2018/6/23,www.islide.cc,#,“A more perfect union”,Persuasion,Some questions and preconceptions,What is persuasion?,What is the goal of persuasion (especially in this speech)?,What methods did the speaker Obama apply to persuade the audience?,Did Obama successfully achieve his persuasion goals?,www.islide.cc,2,definition of persuasion,persuasion methods,concrete analysis,conclusion,CONTENTS,Definition,What is persuasion?,What is the goal of persuasion?,/01,Definition of Persuasion,Persuasion is an umbrella term of,influence,.,Persuasion can attempt to influence a persons,beliefs, attitudes, intentions, motivations,or,behaviors., Gass, Robert H. Seiter, John S. (2010).,Persuasion, social influence, and compliance gaining,(4th ed.). Boston: Allyn & Bacon. p. 33.,Application areas:,In business, persuasion is a process aimed at changing a persons (or a groups) attitude or behavior toward some event, idea, object, or other person(s), by using written, spoken words or visual tools to convey information, feelings, or reasoning, or a combination thereof.,In the pursuit of personal gain, such as,election campaigning,giving a sales pitch, or,in trial advocacy,.,www.islide.cc,5,Persuasion in Public Speaking,Public speaking is deliberately structured with three general purposes: to inform,to persuade,and to entertain.,Persuasion is the use of appeals to reasons, values, and emotions to persuade the audience to think or act in a particular way.,Its ultimate goal,is basic, but difficult to convince the audience to internalize the speakers argument, then embrace it as a part of their core belief system.,In this speech?, to call on all Americans to join hands,Methods ,various standards of classification,Some persuasion methods?,What are applied in this speech?,/02,Persuasion Methods ,Robert Cialdini,Robert Cialdini, in,Influence, his book on persuasion, defined six “influence cues or weapons of influence”.,1. Reciprocity (when offered a free service or gift, repay in kind),2. Commitment and consistency,3. Social proof (the power of the crowd),4. Likeness (tend to say yes to people that they like ,physical attractiveness /other traits/ similarity,),5. Authority (an expert, some authority figures),6. Scarcity (people want more of what they cannot have),www.islide.cc,8,Lists of Methods wikipedia,By appeal to reason,01,logic,logical argument,rhetoric,scientific evidence (proof),scentific method,By appeal to emotion,02,cosmetic advertising,presentation and imagination,pity,propaganda,psychological manipulation,seduction,tradition,Aids to persuasion,03,body language,communication skill or rhetoric,sales techniques,Other techniques,04,deception,hypnosis,（催眠）,power (social and political),subliminal advertising (,潜意识广告,),Coersive techniques,05,brain washing,coersive persuation,force,mind control,torture, source: wikipedia,Persuasion methods Aristotle,Aristotle and his treatise,Rhetoric,According to Aristotle, a speakers ability to persuade depends on how well the speaker appeals to his or her audience in,three means of persuasion,:,1.,logos,= logical arguments (logical appeal),2.,pathos,= the emotion awakened by the speaker in an audience (emotional appeal),3.,ethos,= the character of the speaker (ethical appeal),Concrete Analysis,What persuasion methods are applied in this speech?,Logos, pathos, ethos,/03,Logoslos,Logos is commonly called the logical appeal.,It is the appeal to logic and reason.,/3.1,Logos,To appeal to logic and evoke a rational response, a speaker often uses more theoretical or abstract language that includes,historical analogies,factual data and statistics,quotations,from experts and authorities, and,informed opinions,.,1. Facts,(anecdote, examples),In most cases, facts are perceived to be more objective than opinions and can therefore carry more persuasive force (Corbett, 1990:127).,(1),(2) Obamas personal story,(eager for unity - condemn the divisive statements of Reverend Wright -However, he respect and help balck and white people alike in real life - the issues reflect the complexities of race that needs to be worked through),(3) An example of Ashley Baia (as a white woman, she organizes a mostly African-Amecican community ),(I 2) “Two hundred and twenty-one years ago, a group of men gathered and launched Americas impropable experiment in democracy.” 3“The document they produced was eventually signed but ultimately unfinished. It was stained by this nations original sin of slavery, whose final resolution was left to future generations.” 5“What would be needed were Americans in successive generations who were willing to do their part” 6 “This was one of the tasks we set forth at the beginning of this presidential campaign. We cannot solve the challenges of our time unless we solve them together.”,Logos,2. Quotations,Quoting from authorities will make the language of ones speech more convincing.,to justify a point of view or action, to back up ones ideas, to strengthen credibility,eg.(I 1) “We the people, in order to form a more perfect union.”, the preamble to the United States Constitution,eg. (II 27),As William Faulkner once wrote, “The past isnt dead and buried. In fact, it isnt even past.”, so many of the disparities that exist between the African-American community and a larger American community today can be traced directly to inequalities passed on from an earlier generation.,eg. Let us be our brothers keeper, Scripture tells us.,Pathospes,Pathos is achieved by evoking peoples emotions, and emphasizing common values.,/3.2,Pathos,1. Appeal to pity,to arouse the sympathetic feelings of the audience, thus to strengthen their persuasive power,eg.,(II 28) Segregated schools were, and are, inferior schools; we still havent fixed them.,(II 29) Legalized discrimination where blacks were prevented, often through violence, from owning property, or loans were not granted to African-American business owners.,(II 30) A lack of economic opportunity among black men, and the shame and frustration.,(II 32) That legacy of defeat was passed on to future generations. Even for those blacks who did make it, questions of race, and racism, continue to define their worldview in fundamental ways.,eg. (II 34) In fact, a similar anger exists within segments of the white community. Theyve worked hard all their lives, many times only to see their jobs shipped overseas or their pension dumped after a lifetime of labor.,Pathos,2. Appeal to patriotism,Patriotism covers such attitudes such as: pride in its achievements and culture, the desire to preserve its character and the basis of the culture, and identification with other members of the nation.,eg. (II 60) “As so many generations have come to realize over the course of the two hundred and twenty-one years since a band of patriots signed that document right here in Philadelophia, that is where the perfection begins.”,(his praise of and faith in American people/ tradition and their common legacy),Pathos,3. Appeal to hope,It is a belief in a more positive future.,eg. (II 41) But what we know what we have seen is that America can change. That is the true genius of this nation. What we already achieved gives us hope the audacity to hope for what we can and must achieve tomorrow.,Pathos,4. Appeal to religious emotion,eg. (II 43) “Let us be our brothers keeper,Scripture,tells us. Let us be our sisters keeper.”,借神之力。总统并没有忽视宗教情感的作用。,Ethosis,ethos refers to the credibility of the speaker.,/3.3,Ethos,During the presidential campaign, it is very important for Obama to convince the audience that,he is the right person to lead them through the current crisis,.,Ethos is composed of three dimensions: 1virtue, 2intelligence and good sense, 3good will,1. Approach the audience,through the mode of address,Plural personal pronouns are much more frequently used than the first person singular pronouns,Frequency of Occurrence,I,me,my,we,us,our,Number,32+11=43,9+1=10,18+5=23,26+37=63,2+5=7,14+16=30,Ethos,2. Intelligence and good sense,The speaker establishes his intelligence and good sense by demonstrating a certain amount of knowledge of the subject. Obamas intelligence and good sense are expressed through the criticism of some improper ways of dealing with problems.,eg. (II 35) “Anger over welfare and affirmative action helped forge the Reagan Coalition. Politicians routinely exploited fears of crime for their own electoral ends. Talk show hosts and conservative commentators built entire careers unmasking bogus claims of racism while dismissing legitimate discussions of racial injustice and inequality as mere political correctness or reverse racism.”,Aid to persuasion: Rhetoric devices,figures of speech,/3.4,Rhetoric Devices,1. Persuading through,phonetic,figures of speech,（语音的）,There exist in English numerous phonetic figures of speech, such as,alliteration, consonance, assonance, onomatopoeia, apostrophe, end-rhyme etc,. These FS have more to do with sound than the sense of words, making use of phonology to achieve musical effects and vividness.,The employment of these phonetic figures of speech will make the copy more readable and more memorable.,By highlighting the sounds of words,alliteration,catches the attention of the audience and makes the idea impressed deeply on the audience, which helps Barack Obama persuade to audience to support him.,Rhetoric,2. Persuading through,syntactical,figures of speech,（句法的）,The frequently used ones are,repetition, parallelism, antithesis, rhetorical question and allusion,.,Parallelism, or parallel structure, is a FS writers use to give clarity and force to the language.,The proper and skillful application of parallelism certainly will make the addresses more expressive, believable and powerful.,Favored by many speakers when persuading,antithesis,places contrasting ideas side by side for emphasis and rhythm.,Rhetoric,3. Persuading through,lexical,figures of speech,（词汇的）,The frequently used ones are,metaphor, metonymy, synecdoche, personification, hyperbole,.,Metaphor,In summary, metaphor is widely used to add forcefulness, to intimate a mood, to suggest the shading of an attitude, and more importantly, to stimulate and involve the imagination of the audience. It is a primary device for expression, an efficient resource in conveying thoughts.,Conclusion,persuasion in public speaking,/04,Persuasion,Definition,Purpose,Methods,persuasion,methods,logos,(logic),facts,quotations,pathos,(emotion),pity,patriotism,hope,religious emotion,ethos,(ethic),approach the audience,intelligence and good sense,goodwill,aid to persuasion: rhetoric,phonetic,syntactical,lexical,References,武晶云,.,公共演讲劝说力的语用探析,J.,语文学刊外语教育教学,2011,(4): 62-63.,方芳,.,劝说和同一观照下的巴拉克奥巴马总统竞选演讲分析,D.,江西：江西财经大学,2011,:,21-42,An Analysis of Barack Obamas Presidential Campaign Speeches in the Light of Persuasion and Identification, master dissertion, Fang Fang, Jiangxi University of Finance and Economics,任志芬,.,奥巴马演说中修辞格的运用及其言后之果研究,D.,河南：河南师范大学，,2011,：,19-42,Exploring the perlocutionary effect through figures of speech in Barack Obamas speechs, Henan Normal University, Ren Zhifen,wikipedia,Thanks for your attention!,