UCPN1005 The Art of Persuasion

Hong Kong Baptist University

UCPN1005 The Art of Persuasion

Course Outline

Course instructor: Dr Zeping Michelle HUANG

Department of Communication Studies

Consultation Hours

To be announced by your individual section lecturer during the class.

Suggested Main Textbook

Lucas, S. E. (2019). The art of public speaking. New York, NY: McGraw-Hill.

Recommended Reading

Burg, B. (2011). The art of persuasion: Winning without intimidation. Mechanicsburg, PA: Tremendous Life Books.

Erickson, J. (2019). The art of persuasion: How to influence people and get what you want. Yellow Kite.

Gass, R. & Seiter, J. (2019). Arguing, reasoning, and thinking well. Routledge.

Gass, R. & Seiter, J. (2015). Persuasion: Social influence and compliance gaining. Routledge.

Hudson, M. (2018). Persuasion: Get what you want in any situation. (Independently published).

Powers, J. H. (2016). Public speaking: The lively art. New York: McGraw-Hill.

Kuhnke, K. (2015). Body language for dummies. 3rd edition. West Sussex: John Wiley & Sons, Ltd.

Fujishin, R. (2015). The natural speaker. 5th edition. Pearson.

Rodgers, H. (2019). The power of persuasion: Influence human behavior, become more persuasive, and get others to do

what you want. (Independently published).

Sykes, V. (2019). Influence human behavior: Techniques and attributes to understand the psychology behind persuasion

and manipulation. (Independently published).

Course Objectives

The goal of this course is to help you develop your ability to prepare and present persuasive speeches for delivery before

a variety of community and professional audiences. It is expected that enhancing your skill in organizing your ideas and

communicating them to others will contribute to your personal and professional effectiveness. To help accomplish this

goal, this course will introduce the key principles of persuasion and show you how to apply them to construct high-quality

persuasive speeches. Also supporting the general goal, the subject will help you assess, critique, and appreciate the

speeches of others by teaching you the standards of evaluation that apply to effective persuasion particularly in speech.

The Intended Learning Outcomes (ILOs) are itemized below. By the end of the course, you should be able to:

? Recall and explain in your own words the key concepts, principles, and theories underlying effective persuasion

in speech, including those related to topic selection, audience analysis, speech construction, organizing and

developing persuasive speeches, researching and selecting appropriate supporting materials,

? Create effective diagnostic outlines, design effective visual aids, use oral language in rhetorically effective ways,

develop persuasive arguments, and deliver conversationally natural speeches before a variety of audiences;

? Apply the relevant concepts, principles, and theories of persuasion for the preparation of high-quality persuasive

speeches;

? Conduct meaningful audience analysis so that you can adapt your persuasive speeches to your intended audiences

appropriately;

? Use a variety of high-quality resources to enrich your persuasive presentation skills;

? Prepare thoughtful diagnostic outlines that help you produce better organized and more fully developed

persuasive speeches by using a systematic formatting and rigorous evaluation process; and

? Analyze and evaluate the persuasive speeches produced by others using the key concepts, principles and theories

of effective persuasion to guide your analysis and evaluation.

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Outcome-based Learning Activities & Assessments

The following types of learning activities and assessments will be assigned and assessed during the semester in order to

foster the intended student learning outcomes.

? Speaking: You will present 1 original* persuasive speech and 2 mini presentations that will focus on improving

your logical thinking and persuasive skills. Thus, the majority of your speech grade will be derived from your

speech and presentations. Makeup speeches will only be allowed when full medical documentation is provided.

? Outline: The content of the outline should be the same as what you will present in the persuasive speech by the

end of the course as it aims to help you prepare for your persuasive speech presentation of the course. A fullsentence English outline of your speech will be submitted to Turnitin before your speech presentation so that

your lecturer can read and comment on your ideas before you officially present in front of your classmates.

? Elevator pitch: You are required to submit a video-taped ¡°elevator pitch¡± of yourself to showcase your

persuasive presentation skills. This assignment aims to help you wrap up the basic skills, principles, and theories

underlying persuasive presentation you have learned from the course. More importantly, it is guiding you to

prepare yourself for any digital interviews under the Information Age.

? Speech analysis: To apply the concepts and theories you have learnt in this course, you will have a chance to

analyze a subtitled video of a classic or a contemporary speech. The knowledge you need for this assessment can

all be found in your textbook and class materials.

? Reading: You are encouraged to read the suggested chapters assigned for a particular day before you come to

class. Please note that photocopying the entire books is illegal.

Assessment

Brief Description

Weighting

Assignment 1

Persuasive Speech Project

60%

Pitching Your

Idea

You will give a presentation of the supporting materials, arguments and

counterargument of your speech and explain how you will organize your

arguments and employ inductive and deductive reasoning in your full speech in

4 to 5 minutes.

15%

Speech introduction outline^: You will submit a one-page diagnostic outline of

your persuasive speech introduction to Turnitin.

5%

Speech introduction presentation*: You will present the introduction section of

your persuasive speech in 2-3 minutes.

5%

Full speech outline^: You will submit a 4-to-5-page diagnostic outline of the

WHOLE persuasive speech to Turnitin.

10%

Full speech presentation*: You will present a complete persuasive speech

including introduction, body, and conclusion in 7 to 8 minutes.

25%

Speech

Introduction

Full Speech

Assignment 2

Elevator Self-pitch

You will select a professional scenario as the context of your elevator self-pitch

and video-record the self-pitch in English for 1.5 minutes maximum to persuade

your future employer to offer you job opportunity or the admission panel of an

academic institution to admit your application.

15%

Assignment 3

Speech Analysis^

15%

You will analyze a TED Talk based on the content of the speech and the delivery

skills of the speaker and submit a 700-900 words essay.

Class

Activities

You will join the class activities throughout the semester to consolidate the

knowledge learned in this course.

10%

100%

Important notes:

As for all assessments, penalties will be applied for late submission without any valid and significant reasons presented

to your instructor in advance. 20% of the marks will be deducted for late submissions, and no submission will be

accepted if it is late for more than 7 days.

* Speeches that are your own work submitted before in other course(s) and are prepared and presented by others

previously and/or students from other section(s) will also be regarded (self-)plagiarism.

^ In general, a similarity rate higher than 20% will be regarded as (self-)plagiarism in all written assessments.

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