The Art of Public Speaking THIRTEENTH EDITION Stephen E. Lucas University of Wisconsin—Madison with Paul Stob Vanderbilt University THE ART OF PUBLIC SPEAKING, THIRTEENTH EDITION Published by McGraw-Hill Education, 2 Penn Plaza, New York, NY 10121. Copyright ©2020 by Stephen E. All rights reserved.
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1 2 3 4 5 6 7 8 9 LWI 21 20 19 18 ISBN 978-1-259-92460-6 (bound edition) MHID 1-259-92460-2 (bound edition) ISBN 978-1-260-41293-2 (loose-leaf edition) MHID 1-260-41293-8 (loose-leaf edition) ISBN 978-1-260-41287-1 (annotated instructor’s edition) MHID 1-260-41287-3 (annotated instructor’s edition) Portfolio Manager: Sarah Remington Product Developer: Betty Chen Marketing Manager: Laura Young Program Manager: Marianne Musni Senior Content Project Manager: Danielle Clement Content Project Manager: Tim Coté Senior Buyer: Laura M. Fuller Designer: Egzon Shaqiri Content Licensing Specialist: Carrie Burger Cover Image: ©skyboysv/Shutterstock Compositor: Lumina Datamatics All credits appearing on page or at the end of the book are considered to be an e xtension of the copyright page. Library of Congress Cataloging-in-Publication Data Names: Lucas, Stephen, 1946– author. | Stob, Paul, author.
Title: The art of public speaking / Stephen E. Lucas with Paul Stob. Description: Thirteenth edition. | New York, NY : McGraw-Hill Education, [2019] Identifiers: LCCN 2018038517| ISBN 9781259924606 (bound edition : alk.
paper) | ISBN 1259924602 (bound edition : alk. paper) | ISBN 9781260412932 (loose-leaf edition) | ISBN 1260412938 (loose-leaf edition) Subjects: LCSH: Public speaking. Classification: LCC PN4129.5/1—dc23 LC record available at https://lccn.gov/2018038517 The Internet addresses listed in the text were accurate at the time of publication. The inclusion of a website does not indicate an endorsement by the authors or McGraw-Hill Education, and McGraw-Hill Education does not guarantee the accuracy of the information presented at these sites.com/highered About the Author S tephen E.
Lucas is Professor of Communication Arts and Evjue-Bascom Professor in the Humanities at the Univer- sity of Wisconsin–Madison. He received his bachelor’s degree from the University of California, Santa Barbara, and his master’s and doctorate degrees from Penn State University. Professor Lucas has been recognized for his work as both a scholar and a teacher. His first book, Portents of Rebellion: R hetoric and Revolution in Philadelphia, 1765–1776, received the Golden Anniversary Award of the National Communication Association and was nominated for a Pulitzer Prize.
His major articles include “The Schism in Rhetorical Scholarship,” “The Renaissance of American Public Address: Text and Context in Rhetorical Criti- cism,” “The Stylistic Artistry of the Declaration of Independence,” and “The Rhetorical Ancestry of the Declaration of Indepen- dence,” for which he received the Golden A nniversary Monograph Award of the National Communication Association. His most recent book is Words of a Century: The Top 100 A merican Speeches, Courtesy of Stephen Lucas 1900–1999. Professor Lucas has received a number of teaching awards, including the Chancellor’s Award for Excellence in Teaching at the University of Wisconsin and the National Communication Association’s Donald Ecroyd Award for Outstanding Teaching in Higher Education. He is featured in the Educational Video Group’s program on the history of American public address, and he appeared on the History Channel’s documentary on the Declaration of Independence.
Professor Lucas has directed the introductory public speaking course at the University of Wisconsin–Madison since 1973. Over the years he has been respon- sible for numerous teaching innovations and has supervised the training of hun- dreds of graduate assistants. He has also served as a judge for the major national English-language public speaking competitions in China, has lectured at numer- ous Chinese universities, has conducted workshops for C hinese instructors on teaching public speaking, and has been instrumental in the development of public speaking as a dedicated course in the English curriculum of Chinese universities. The Art of Public Speaking has been translated into several languages, including Chinese, Portuguese, Korean, Romanian, and Japanese.
Stephen Lucas and his wife, Patty, live in Madison, Wisconsin, and have two sons, Jeff and Ryan. His interests include travel, sports, art, and photography. iii Brief Contents SPEAKING AND LISTENING 1 Speaking in Public 2 2 Ethics and Public Speaking 26 3 Listening 44 4 Giving Your First Speech 60 SPEECH PREPARATION: GETTING STARTED 5 Selecting a Topic and a Purpose 74 6 Analyzing the Audience 94 7 Gathering Materials 114 8 Supporting Your Ideas 134 SPEECH PREPARATION: ORGANIZING AND OUTLINING 9 Organizing the Body of the Speech 158 10 Beginning and Ending the Speech 176 11 Outlining the Speech 196 PRESENTING THE SPEECH 12 Using Language 212 13 Delivery 230 14 Using Visual Aids 250 VARIETIES OF PUBLIC SPEAKING 15 Speaking to Inform 268 16 Speaking to Persuade 290 17 Methods of Persuasion 316 18 Speaking on Special Occasions 344 19 Presenting Your Speech Online 356 20 Speaking in Small Groups 372 APPENDIX Speeches for Analysis and Discussion A-1 iv Contents A Note from the Author xvi Highlights of the Thirteenth Edition xvii McGraw-Hill Connect and Instructor Resources xviii Acknowledgments xxii Reviewers, Contributors, and Symposia Participants xxiii PART ONE SPEAKING AND LISTENING Chapter 1 Speaking in Public 2 The Power of Public Speaking 4 The Tradition of Public Speaking 5 Similarities Between Public Speaking and Conversation 6 Differences Between Public Speaking and Conversation 8 Developing Confidence: Your Speech Class 8 Nervousness Is Normal 9 Dealing with Nervousness 10 Public Speaking and Critical Thinking 16 The Speech Communication Process 17 Speaker 17 Message 18 Channel 18 Listener 18 Feedback 19 Interference 20 Situation 20 The Speech Communication Process: Example with Commentary 21 Public Speaking in a Multicultural World 21 Cultural Diversity in the Modern World 21 Cultural Diversity and Public Speaking 22 Avoiding Ethnocentrism 23 Courtesy of Josh Shipp Chapter 2 Ethics and Public Speaking 26 The Importance of Ethics 28 Guidelines for Ethical Speaking 29 Make Sure Your Goals Are Ethically Sound 29 Be Fully Prepared for Each Speech 30 Be Honest in What You Say 31 v Avoid Name-Calling and Other Forms of Abusive Language 32 Put Ethical Principles into Practice 33 Plagiarism 34 Global Plagiarism 35 Patchwork Plagiarism 35 Incremental Plagiarism 36 Plagiarism and the Internet 38 Guidelines for Ethical Listening 39 Be Courteous and Attentive 39 Avoid Prejudging the Speaker 40 Maintain the Free and Open Expression of Ideas 40 Chapter 3 Listening 44 Listening Is Important 46 Listening and Critical Thinking 47 Four Causes of Poor Listening 48 Not Concentrating 48 Listening Too Hard 48 Jumping to Conclusions 49 Focusing on Delivery and Personal Appearance 50 How to Become a Better Listener 51 Take Listening Seriously 51 Be an Active Listener 51 Resist Distractions 51 Don’t Be Diverted by Appearance or Delivery 53 Suspend Judgment 54 Focus Your Listening 54 Develop Note-Taking Skills 56 ©sturti/Getty Images Chapter 4 Giving Your First Speech 60 Preparing Your Speech 60 Developing the Speech 60 Organizing the Speech 63 Delivering Your Speech 65 Speaking Extemporaneously 66 Rehearsing the Speech 66 Presenting the Speech 67 Sample Speeches with Commentary 68 vi Contents PART TWO SPEECH PREPARATION: GETTING STARTED Chapter 5 Selecting a Topic and a Purpose 74 Choosing a Topic 76 Topics You Know a Lot About 76 Topics You Want to Know More About 77 Brainstorming for Topics 78 Determining the General Purpose 79 Determining the Specific Purpose 80 Tips for Formulating the Specific Purpose Statement 82 Questions to Ask About Your Specific Purpose 84 Phrasing the Central Idea 86 What Is the Central Idea? 86 Guidelines for the Central Idea 88 Chapter 6 Analyzing the Audience 94 Audience-Centeredness 96 Your Classmates as an Audience 96 The Psychology of Audiences 97 Demographic Audience Analysis 98 Age 99 Religion 100 Racial, Ethnic, and Cultural Background 100 Gender and Sexual Orientation 101 Group Membership 102 Situational Audience Analysis 102 Size 103 Physical Setting 103 Disposition Toward the Topic 103 Disposition Toward the Speaker 105 Disposition Toward the Occasion 106 Getting Information About the Audience 107 Adapting to the Audience 109 Audience Adaptation Before the Speech 110 Audience Adaptation During the Speech 110 ©Handout/Getty Images Contents vii Chapter 7 Gathering Materials 114 Using Your Own Knowledge and Experience 114 Doing Library Research 116 Librarians 116 The Catalogue 117 Reference Works 117 Newspaper and Periodical Databases 118 Academic Databases 119 Searching the Internet 120 Search Engines 120 Specialized Research Resources 120 Evaluating Internet Documents 122 Interviewing 125 Before the Interview 125 During the Interview 126 After the Interview 128 Tips for Doing Research 128 Start Early 128 Make a Preliminary Bibliography 128 Take Notes Efficiently 129 Think About Your Materials as You Research 131 Chapter 8 Supporting Your Ideas 134 Examples 136 Brief Examples 137 Extended Examples 137 Hypothetical Examples 138 Tips for Using Examples 138 Statistics 141 Understanding Statistics 142 Tips for Using Statistics 145 Testimony 148 Expert Testimony 149 Peer Testimony 149 Quoting Versus Paraphrasing 150 Tips for Using Testimony 150 Citing Sources Orally 153 ©Cooper Neill/Getty Images viii Contents PART THREE SPEECH PREPARATION: ORGANIZING AND OUTLINING Chapter 9 Organizing the Body of the Speech 158 Organization Is Important 158 Main Points 160 Number of Main Points 162 Strategic Order of Main Points 162 Tips for Preparing Main Points 167 Supporting Materials 168 Connectives 170 Transitions 171 Internal Previews 171 Internal Summaries 172 Signposts 172 Chapter 10 Beginning and Ending the Speech 176 The Introduction 178 Get Attention and Interest 178 Reveal the Topic 183 Establish Credibility and Goodwill 184 Preview the Body of the Speech 185 Sample Introduction with Commentary 186 Tips for the Introduction 187 The Conclusion 188 Signal the End of the Speech 188 Reinforce the Central Idea 190 Sample Conclusion with Commentary 193 Tips for the Conclusion 193 Chapter 11 Outlining the Speech 196 The Preparation Outline 196 Guidelines for the Preparation Outline 198 Sample Preparation Outline with Commentary 202 The Speaking Outline 205 Guidelines for the Speaking Outline 206 Sample Speaking Outline with Commentary 208 Contents ix PART FOUR PRESENTING THE SPEECH Chapter 12 Using Language 212 Meanings of Words 212 Using Language Accurately 214 Using Language Clearly 216 Use Familiar Words 216 Choose Concrete Words 217 Eliminate Clutter 218 Using Language Vividly 219 Imagery 219 Rhythm 222 Using Language Appropriately 224 Appropriateness to the Occasion 225 Appropriateness to the Audience 225 Appropriateness to the Topic 226 Appropriateness to the Speaker 226 A Note on Inclusive Language 226 Chapter 13 Delivery 230 What Is Good Delivery?