speech analysis template

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How to Write a Rhetorical Analysis Essay–Examples & Template

What is a Rhetorical Analysis Essay?

A rhetorical analysis essay is, as the name suggests, an analysis of someone else’s writing (or speech, or advert, or even cartoon) and how they use not only words but also rhetorical techniques to influence their audience in a certain way. A rhetorical analysis is less interested in what the author is saying and more in how they present it, what effect this has on their readers, whether they achieve their goals, and what approach they use to get there. 

Its structure is similar to that of most essays: An Introduction presents your thesis, a Body analyzes the text you have chosen, breaks it down into sections and explains how arguments have been constructed and how each part persuades, informs, or entertains the reader, and a Conclusion section sums up your evaluation. 

Note that your personal opinion on the matter is not relevant for your analysis and that you don’t state anywhere in your essay whether you agree or disagree with the stance the author takes.

In the following, we will define the key rhetorical concepts you need to write a good rhetorical analysis and give you some practical tips on where to start.

Key Rhetorical Concepts

Your goal when writing a rhetorical analysis is to think about and then carefully describe how the author has designed their text so that it has the intended effect on their audience. To do that, you need to consider a number of key rhetorical strategies: Rhetorical appeals (“Ethos”, “Logos”, and “Pathos”), context, as well as claims, supports, and warrants.

Ethos, Logos, and Pathos were introduced by Aristotle, way back in the 4th century BC, as the main ways in which language can be used to persuade an audience. They still represent the basis of any rhetorical analysis and are often referred to as the “rhetorical triangle”. 

These and other rhetorical techniques can all be combined to create the intended effect, and your job as the one analyzing a text is to break the writer’s arguments down and identify the concepts they are based on.

Rhetorical Appeals

Rhetorical appeal #1: ethos.

Ethos refers to the reputation or authority of the writer regarding the topic of their essay or speech and to how they use this to appeal to their audience. Just like we are more likely to buy a product from a brand or vendor we have confidence in than one we don’t know or have reason to distrust, Ethos-driven texts or speeches rely on the reputation of the author to persuade the reader or listener. When you analyze an essay, you should therefore look at how the writer establishes Ethos through rhetorical devices.

Does the author present themselves as an authority on their subject? If so, how? 

Do they highlight how impeccable their own behavior is to make a moral argument? 

Do they present themselves as an expert by listing their qualifications or experience to convince the reader of their opinion on something?

Rhetorical appeal #2: Pathos

The purpose of Pathos-driven rhetoric is to appeal to the reader’s emotions. A common example of pathos as a rhetorical means is adverts by charities that try to make you donate money to a “good cause”. To evoke the intended emotions in the reader, an author may use passionate language, tell personal stories, and employ vivid imagery so that the reader can imagine themselves in a certain situation and feel empathy with or anger towards others.

Rhetorical appeal #3: Logos

Logos, the “logical” appeal, uses reason to persuade. Reason and logic, supported by data, evidence, clearly defined methodology, and well-constructed arguments, are what most academic writing is based on. Emotions, those of the researcher/writer as well as those of the reader, should stay out of such academic texts, as should anyone’s reputation, beliefs, or personal opinions. 

Text and Context

To analyze a piece of writing, a speech, an advertisement, or even a satirical drawing, you need to look beyond the piece of communication and take the context in which it was created and/or published into account. 

Who is the person who wrote the text/drew the cartoon/designed the ad..? What audience are they trying to reach? Where was the piece published and what was happening there around that time? 

A political speech, for example, can be powerful even when read decades later, but the historical context surrounding it is an important aspect of the effect it was intended to have. 

Claims, Supports, and Warrants

To make any kind of argument, a writer needs to put forward specific claims, support them with data or evidence or even a moral or emotional appeal, and connect the dots logically so that the reader can follow along and agree with the points made.

The connections between statements, so-called “warrants”, follow logical reasoning but are not always clearly stated—the author simply assumes the reader understands the underlying logic, whether they present it “explicitly” or “implicitly”. Implicit warrants are commonly used in advertisements where seemingly happy people use certain products, wear certain clothes, accessories, or perfumes, or live certain lifestyles – with the connotation that, first, the product/perfume/lifestyle is what makes that person happy and, second, the reader wants to be as happy as the person in the ad. Some warrants are never clearly stated, and your job when writing a rhetorical analysis essay is therefore to identify them and bring them to light, to evaluate their validity, their effect on the reader, and the use of such means by the writer/creator. 

What are the Five Rhetorical Situations?

A “rhetorical situation” refers to the circumstance behind a text or other piece of communication that arises from a given context. It explains why a rhetorical piece was created, what its purpose is, and how it was constructed to achieve its aims.

Rhetorical situations can be classified into the following five categories:

Asking such questions when you analyze a text will help you identify all the aspects that play a role in the effect it has on its audience, and will allow you to evaluate whether it achieved its aims or where it may have failed to do so.

Rhetorical Analysis Essay Outline

Analyzing someone else’s work can seem like a big task, but as with every assignment or writing endeavor, you can break it down into smaller, well-defined steps that give you a practical structure to follow. 

To give you an example of how the different parts of your text may look when it’s finished, we will provide you with some excerpts from this rhetorical analysis essay example (which even includes helpful comments) published on the Online Writing Lab website of Excelsior University in Albany, NY. The text that this essay analyzes is this article on why one should or shouldn’t buy an Ipad. If you want more examples so that you can build your own rhetorical analysis template, have a look at this essay on Nabokov’s Lolita and the one provided here about the “Shitty First Drafts” chapter of Anne Lamott’s writing instruction book “Bird by Bird”.

Analyzing the Text

When writing a rhetorical analysis, you don’t choose the concepts or key points you think are relevant or want to address. Rather, you carefully read the text several times asking yourself questions like those listed in the last section on rhetorical situations to identify how the text “works” and how it was written to achieve that effect.

Start with focusing on the author : What do you think was their purpose for writing the text? Do they make one principal claim and then elaborate on that? Or do they discuss different topics? 

Then look at what audience they are talking to: Do they want to make a group of people take some action? Vote for someone? Donate money to a good cause? Who are these people? Is the text reaching this specific audience? Why or why not?

What tone is the author using to address their audience? Are they trying to evoke sympathy? Stir up anger? Are they writing from a personal perspective? Are they painting themselves as an authority on the topic? Are they using academic or informal language?

How does the author support their claims ? What kind of evidence are they presenting? Are they providing explicit or implicit warrants? Are these warrants valid or problematic? Is the provided evidence convincing?  

Asking yourself such questions will help you identify what rhetorical devices a text uses and how well they are put together to achieve a certain aim. Remember, your own opinion and whether you agree with the author are not the point of a rhetorical analysis essay – your task is simply to take the text apart and evaluate it.

If you are still confused about how to write a rhetorical analysis essay, just follow the steps outlined below to write the different parts of your rhetorical analysis: As every other essay, it consists of an Introduction , a Body (the actual analysis), and a Conclusion .

Rhetorical Analysis Introduction

The Introduction section briefly presents the topic of the essay you are analyzing, the author, their main claims, a short summary of the work by you, and your thesis statement . 

Tell the reader what the text you are going to analyze represents (e.g., historically) or why it is relevant (e.g., because it has become some kind of reference for how something is done). Describe what the author claims, asserts, or implies and what techniques they use to make their argument and persuade their audience. Finish off with your thesis statement that prepares the reader for what you are going to present in the next section – do you think that the author’s assumptions/claims/arguments were presented in a logical/appealing/powerful way and reached their audience as intended?

Have a look at an excerpt from the sample essay linked above to see what a rhetorical analysis introduction can look like. See how it introduces the author and article , the context in which it originally appeared , the main claims the author makes , and how this first paragraph ends in a clear thesis statement that the essay will then elaborate on in the following Body section:

Cory Doctorow ’s article on BoingBoing is an older review of the iPad , one of Apple’s most famous products. At the time of this article, however, the iPad was simply the latest Apple product to hit the market and was not yet so popular. Doctorow’s entire career has been entrenched in and around technology. He got his start as a CD-ROM programmer and is now a successful blogger and author. He is currently the co-editor of the BoingBoing blog on which this article was posted. One of his main points in this article comes from Doctorow’s passionate advocacy of free digital media sharing. He argues that the iPad is just another way for established technology companies to control our technological freedom and creativity . In “ Why I Won’t Buy an iPad (and Think You Shouldn’t, Either) ” published on Boing Boing in April of 2010, Cory Doctorow successfully uses his experience with technology, facts about the company Apple, and appeals to consumer needs to convince potential iPad buyers that Apple and its products, specifically the iPad, limit the digital rights of those who use them by controlling and mainstreaming the content that can be used and created on the device . 

Doing the Rhetorical Analysis

The main part of your analysis is the Body , where you dissect the text in detail. Explain what methods the author uses to inform, entertain, and/or persuade the audience. Use Aristotle’s rhetorical triangle and the other key concepts we introduced above. Use quotations from the essay to demonstrate what you mean. Work out why the writer used a certain approach and evaluate (and again, demonstrate using the text itself) how successful they were. Evaluate the effect of each rhetorical technique you identify on the audience and judge whether the effect is in line with the author’s intentions.

To make it easy for the reader to follow your thought process, divide this part of your essay into paragraphs that each focus on one strategy or one concept , and make sure they are all necessary and contribute to the development of your argument(s).

One paragraph of this section of your essay could, for example, look like this:

One example of Doctorow’s position is his comparison of Apple’s iStore to Wal-Mart. This is an appeal to the consumer’s logic—or an appeal to logos. Doctorow wants the reader to take his comparison and consider how an all-powerful corporation like the iStore will affect them. An iPad will only allow for apps and programs purchased through the iStore to be run on it; therefore, a customer must not only purchase an iPad but also any programs he or she wishes to use. Customers cannot create their own programs or modify the hardware in any way. 

As you can see, the author of this sample essay identifies and then explains to the reader how Doctorow uses the concept of Logos to appeal to his readers – not just by pointing out that he does it but by dissecting how it is done.

Rhetorical Analysis Conclusion

The conclusion section of your analysis should restate your main arguments and emphasize once more whether you think the author achieved their goal. Note that this is not the place to introduce new information—only rely on the points you have discussed in the body of your essay. End with a statement that sums up the impact the text has on its audience and maybe society as a whole:

Overall, Doctorow makes a good argument about why there are potentially many better things to drop a great deal of money on instead of the iPad. He gives some valuable information and facts that consumers should take into consideration before going out to purchase the new device. He clearly uses rhetorical tools to help make his case, and, overall, he is effective as a writer, even if, ultimately, he was ineffective in convincing the world not to buy an iPad . 

Frequently Asked Questions about Rhetorical Analysis Essays 

What is a rhetorical analysis essay.

A rhetorical analysis dissects a text or another piece of communication to work out and explain how it impacts its audience, how successfully it achieves its aims, and what rhetorical devices it uses to do that. 

While argumentative essays usually take a stance on a certain topic and argue for it, a rhetorical analysis identifies how someone else constructs their arguments and supports their claims.

What is the correct rhetorical analysis essay format?

Like most other essays, a rhetorical analysis contains an Introduction that presents the thesis statement, a Body that analyzes the piece of communication, explains how arguments have been constructed, and illustrates how each part persuades, informs, or entertains the reader, and a Conclusion section that summarizes the results of the analysis. 

What is the “rhetorical triangle”?

The rhetorical triangle was introduced by Aristotle as the main ways in which language can be used to persuade an audience: Logos appeals to the audience’s reason, Ethos to the writer’s status or authority, and Pathos to the reader’s emotions. Logos, Ethos, and Pathos can all be combined to create the intended effect, and your job as the one analyzing a text is to break the writer’s arguments down and identify what specific concepts each is based on.

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• Delivery Techniques →

How to Conduct a Speech Analysis and Present It Like a Pro

Who doesn't dream of delivering the perfect speech? Every person who speaks in front of a crowd wants to leave them moved. However, not everyone can do that.

Even the greatest speakers have worked for years to master the art of public speaking . Although we may not know their secret, we can learn a lot from their work. That's where speech analysis helps. Let's find out what it is and how to benefit from it.

What Is Speech Analysis?

You probably know the standard definition already – it is a process of studying a speech's good, bad, and pain points. However, what does it have to offer to you?

In essence, speech analysis means understanding the useful information in the speech and setting it aside from what isn't handy. For instance, a renowned speaker comes on stage to deliver a speech , and you have to perform a speech analysis – what will you look for?

You will observe the speaker's gestures, body language , confidence, usage of terms, sentence structure, quality of speech, proper delivery of the message, and much more.

This plethora of factors contributes to a single word called speech analysis. Now that you know what it is, let's have a comprehensive look into these factors.

How Does Speech Analysis Work?

For analyzing a speech, the first thing you need is information.

You need to know the perfect way to begin the speech , convey the message and give an immediate call to action.

You also must identify where the speaker is wrong and what was lacking in the speech.

For instance, if the targeted audience is teenagers, you should be able to tell if the humor and jokes used were appropriate. Was the speech engaging or lackluster? Did the audience understand the message?

Let's see what these aspects entail below.

Introduction of the Speech Analysis

First thing's first, add an introduction. It usually begins with a hook, something to entice the reader. Then it mentions the time and place of the speech, followed by an overview of the address.

Next, you need to mention the speaker, the topic, and the key points of the speech.

Body of the Analysis

Once done with the analysis, you need to begin crafting the body. This includes some special and some general details of the content and delivery, and writing them in a critique manner.

Usually, this begins with a certain action of the speaker, like tone, gesture , or emotion.

The description of some of the common factors is given below.

Identify the Objective of Speech

The purpose plays the most important part here as it is the deciding factor of the nature of the speech.

Is it an entertainment speech with a few jokes and funny lines here and there or an educational speech delivering quality information?

Was it a script written to motivate the audience for a bigger cause? Was it delivered in a manner to promote a product among the audience?

What is the message being conveyed? If it promotes peace and equality and focuses on making the world a better place, your analysis should consider that.

Similarly, identify if the person delivering the speech is the right person for the job. He must deliver the speech perfectly or at least achieve the purpose set.

Once you get your head around these points, making an analysis becomes easy.

Be Mindful of the Target Audience

A good speaker knows that a speaking style used for 50 cannot be used for 2000 people. Similarly, the tone or technique used with business leaders cannot be used with homemakers.

You need to see how well the topic resonates with the audience and how engaged they are.

Say a spokesperson delivers a speech about leading SEO strategies in 2022. The audience will comprise people familiar with digital marketing or those who want to learn it.

It will include related terms, anecdotes, stories , facts, and stats that will bind the audience to the topic.

For the speech analysis, you must also consider if the speech is being broadcasted to an external audience on streaming platforms.

Bring in the Juicy Part: Content of the Speech

The heading says it all.

We cannot stress enough. The content of the speech is by far the most vital part of the script. It can make or break the overall mood.

The Opening: Pay special attention to the opening of the speech. Usually, a hook, controversial statement, or question is used to garner the audience's attention.

An interactive, intuitive opening is much preferred to a dry opening, saying, "Hello everyone, thank you for having me."

The Main Body: Once you write all this down, move on to the body of the content. You need to deduce if the topic was authoritative. Did it include a particular focus on the subject matter? Did it have stories and facts that connected back to the issue?

How did the speaker transition from point to point ?

Speech analysis also requires you to check if statistics or visuals were used to support the arguments. It is better to use graphics to convey the message better, and you need to study if they did the work. You must analyze how well the speech was constructed and organized efficiently.

The Ending Words: Lastly, determine how valuable, memorable, and well defined the ending of the speech was.

Was it concise? Did the review do justice to the speech? Did it list the good and bad parts of the speech? These points will make up for a strong conclusion influencing the reader's mind that you have a strong hold on the subject here.

These were the main three points of speech content; the opening, body, and conclusion. This is an easy approach to follow and can help you with speech analysis quickly.

Observe Style and Delivery Manner

In scripting and speaking, the delivery style and techniques are the best tools, provided you know when and how to use them.

When analyzing a speech, you must view the speech from a critic's perspective. Observe the mood and vibe of the audience during the speech.

Were people bored or engaged ? Was the session interactive? Did it teach you something you didn't know?

These questions will tell you the experience of the audience. Try putting yourself in the audience's shoes, and you will understand how useful it was for them.

Next, observe the speaker.

Was he nervous ? Did he know what he was saying? Often at such times, the body language communicates the confidence of the speaker .

You may also notice the stage area used by the speaker. Did he pace around the stage or stand in one place? All these factors determine the speaker's delivery style and make a significant portion of the analysis.

Determine Correct Usage of Visuals

Yet another critical factor of speech analysis; determining the proper use of visuals. This adds so much life and energy to the speech. The experience becomes more realistic.

According to research, more than 67% of people feel more inclined and engaged in speeches that include visuals.

This is generally true too. An average person would enjoy a speech with infographics, charts, images, short clips, and figures rather than a dull, verbal presentation.

You need to see if the speaker used sufficient visual aids and whether they were succinct in delivering the message.

Did the visuals complement the speech? Were they fun and easy to understand? Did the audience like and engage with them?

Observing these during the speech will make the analysis quick and condensed.

Consider Language and Choice of Words

Since language and words are the modes of communication for the speaker here, it is essential to know how he uses them.

Say the topic is about the best places to buy Bitcoin. You now need to see if the speaker uses the proper terms to address the topic.

Does he explain the concept of Crypto and how it works? Does he tell how Bitcoin reached fame and all its background?

That makes for the comprehensiveness of the topic.

Next, inspect the use of language. Is it appropriate for the audience? Does it use slang words, or is it too bland? Are the terms difficult to understand?

A fine point to make in your speech analysis would be the flow of the speech. In this, you can mention how fast or slow the speaker was.

His articulation of words , the length of sentences, and their ease of understanding. You can also mention the uniqueness or repetitiveness of words, sentences, ideas, or rhetorical devices in the speech .

The only way you can do justice to a speech analysis is by mentioning every good and bad point of the speaker.

Sound Experience

You might wonder why this is important – truth be told, this is an essential factor in crafting a speech analysis. How you hear something tells your mind how to perceive it.

For example, you purchase an online course.

As soon as you hear the tutor's voice, you feel annoyed and request a refund. Why?

Because the first thing your brain captured was the voice of the video playing in your mind, it might have been too sharp, distorted, or garbled for you to hear.

The same is the case with a speech; what you hear and how you hear influence your willingness to listen to the script .

So, you must include how well the speakers worked in your speech analysis. The pitch of the sound, how easy it was to hear and discern the words of the speaker.

This section in the analysis could also use the speaking pace of the reader. Additionally, talk about how the speaker paused after regular intervals to create suspense, arouse excitement, express grief, make a remark or add value to his words.

You will feel special if someone looks you in the eye while you speak – so does the audience. Being a critic and speech analyst, you must observe how the speaker makes eye contact with the audience.

Does he shy away? Does he smile while making direct contact? Or does he keep looking elsewhere, avoiding the audience?

Adding all these points to your analysis will give it leverage over the others.

Gestures also include the movements and timings of the speaker. Did he use his hand to add energy and influence to his words? Were the gestures natural or forced? Were they distracting?

This part won't take up as much space or information but can help identify the right person.

Conclusion of the Speech Analysis

The conclusion is the final part of the analysis, where you summarize the speech and write an ending note.

Say you heard a speech about a woman who lost her husband to the DEA agents. She told with extreme pain and grief how they encountered him and shot him at point blank.

Now here's how you can write its conclusion:

"Samantha's speech engulfed me and the entire audience the moment she began her story. It hooked me, and I could feel her pain moving like waves in the hall and the audience.

However, I believe that the tone and pace should have been slightly lighter for my liking. Otherwise, the unfortunate incident with her husband didn’t allow her to control her emotions."

This will be your judgment and remarks that you acquired throughout the speech analysis. That makes up for a satisfactory conclusion to your speech analysis.

Final Verdict

You might find it challenging to analyze a speech at first, but once you learn the pain points, it's a child's game. Use the above factors to analyze your next speech and get an A+ on that assignment.

A good speech analysis manifests the intent, the audience, the content, the delivery style, visuals, and much more. Now that you know how speech analysis works, you're well versed with all the points.

That brings us to the end of this post. Happy Speaking!

Related: How to Give a Speech Evaluation in Toastmasters

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How to Create a Compelling Rhetorical Analysis Essay Outline

Jim Peterson has over 20 years experience on speech writing. He wrote over 300 free speech topic ideas and how-to guides for any kind of public speaking and speech writing assignments at My Speech Class.

Do you need to write a rhetorical analysis essay outline? Even the word is quite a mouthful, and it can seem far more intimidating than it really is, especially if you’re new to the style. That’s why we’ve put together this super helpful guide to the rhetorical essay format and everything you need to know to get the job done.

In this article:

What is a Rhetorical Analysis Essay?

How long should my rhetorical analysis essay be, rhetorical appeals, analysis and evaluation, thesis statement, prepare to write:, rhetorical analysis introduction, ethos, pathos, logos, rhetorical analysis essay strategies.

Before we look at the rhetorical analysis format, let’s answer a fundamental question – what is a rhetorical analysis essay, anyway? Rhetorical analysis essays take another person’s work of nonfiction (usually, sometimes fiction is allowed) and dig deep into how the message was presented and why. They can be about anything – from books to magazine articles, famous speeches, and even TV commercials and videos. It’s all about looking deeply into how the media created its message and whether it’s effective at delivering it.

Why learn how to write a rhetorical analysis essay? It’s essential to know how people deliver a message. Think of marketing. Successful marketers don’t just make things up and hope for the best! They review what their successful competition is doing and figure out how to leverage it for their brand. This includes creating the right effect with the message, using power words that will drive their campaign, and so on – all skills you will learn while creating the outline for your rhetorical analysis essay.

As you can see, it’s an important critical skill to develop, and your rhetorical analysis essay will help you learn a lot about how humans respond to what we consume as well.

There is no strict rule about how long a rhetorical analysis essay should be, unless you have been given a target word length by your school or professor. You will, however, need to include key parts in your rhetorical analysis-conclusion, opening paragraph, thesis statement, and enough body sections to adequately make your analysis and argument. Our rhetorical analysis thesis outline will assist with this.

How to Write a Rhetorical Analysis Essay?

We will look at the rhetorical analysis essay outline in more detail below. First, however, it’s important to identify the steps you will take in writing your essay, to make sure it is insightful and clear to the reader. How do you analyze your source material?

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You will start by noting the overall rhetorical elements used. Here are four key elements:

• Purpose : Why did the speaker or author create this piece? What were they hoping to achieve or convince people of?
• Audience : Who was the piece directed at? What are their backgrounds and demographics? What unites them as an audience?
• Context : No piece is an island. What was/is happening around the work you are analyzing? What was the social climate, place, and time when it was written? What was happening around it?
• Medium : How is the message being delivered to us? Why would this be the best way to express the thought?

With that framework in mind, now move on to the rhetorical appeals and devices the author uses. This includes ethos, pathos, and logos, which we’ve looked at in detail in the next section. Also, consider how they are evoked – the imagery used, the tone taken, the syntax offered, and so on.

Of course, the point here is an analysis of the content you’ve chosen. So now it’s time to dig deep into how they used these methods and why they selected them. Were they successful or not? Why? Why not? If it wasn’t a successful attempt, what do you think the audience actually felt? At this point, you are building the ‘meat’ of your actual rhetorical analysis essay, so spend a lot of time with this. Remember, your evaluation is your main argument!

We revisit this a little later, but it’s worth adding here, too. Try to take these overall ideas and refine them into a straightforward thesis statement. This will help you build a strong foundation for your essay. This statement must demonstrate:

• The purpose the content creator had for the content
• The methods they used
• How effective they were

And contain the very core of your argument, which the rest of the essay develops further. It could look something like this:

In (content piece), the author compellingly demonstrates how removing access to some forms of public transport adversely affected vulnerable community members. They presented factual data, alongside personal experience and anecdotes that spoke to the problem’s root.

With that core element of your essay nailed down, you can begin to organize the thoughts, ideas, and evidence you’ve unearthed so far into your outline. Let’s take a closer look at it.

Rhetorical Analysis Essay Outline

So, what goes into the outline of a rhetorical analysis essay? It’s worth spending some time creating a rhetorical analysis essay/thesis outline for your work, even if it seems like wasted time. With a streamlined, sensible process in place, and a solid framework to work within, it will be much easier to organize the flow of your thoughts. So it’s time to create your rhetorical analysis outline.

As you go, think about the work you’re analyzing. Focus on aspects like the creator, their intention and message, the setting, and other vital details. Not only will this help you easily create the rhetorical analysis outline, but it will also do a lot of the work.

How to start a rhetorical analysis is one of the most asked questions by students – and with good reason. The introduction needs to achieve many things. You will be telling the reader about what you’re analyzing, whether it achieved its goals, and hooking the reader to keep reading along with you. This means it has to be one of the strongest parts of your essay.

Open on something interesting to pull people into your writing, known as a hook . Then introduce the author and work you are examining. There is no need for deep detail as that’s for the body but enough to grasp the subject. Explain whether or not you think they were successful with their message and why you decided on that judgment.

Here at the end of the introduction is also where your thesis statement will reside. A strong thesis statement is critical to a rhetorical analysis essay. In many ways, it is the lynchpin of the whole essay. Think of it as a quick guide to the entire argument you will be making.

It should be one or two sentences long, very clear and concise, and carry the intent of informing what the reader will get from your paper. You will outline the tools you are using to analyze the source material. Three of these are most typical for rhetorical analysis essays:

• Diction : How the author uses words and styles
• Imagery : The visually descriptive language they use
• Simile : Direct ‘like’ and ‘as’ comparisons between items.

The Body of your rhetorical outline is the most changeable part of the rhetorical analysis essay template. You can make a convincing argument in as little as 500 words . Or you may need more space. Don’t confuse being wordy with being ‘smart’ or ‘effective’- try to use as few words as you need to be concise and clear.

Here is where you will do the bulk of your analysis. Look at how the author used their tools to drive the purpose of the text.

While you can use any number of paragraphs, we suggest at least 3. Each should open with a topic sentence that links it to your thesis statement, proving and fortifying it. Add a relevant quote from the original text that helps demonstrate your point. Then use the rest of the text for your analysis. This should be at least three times longer than the quoted text. Quotes and findings that support your point will be used throughout.

These are the three classic rhetorical appeals that you should use to help you analyze the text. Use them throughout the body.

• Ethos : How the author establishes themselves as reliable and trustworthy with their tone or credentials.
• Pathos : ‘Tugging on your feelings.’ This is how an appeal to the reader’s emotions is made through emotive language or touching stories.
• Logos : This is the root word for Logic, which should give you a hint. How does the author develop their ideas logically? Do they reach sensible conclusions?

Once you’ve established your argument and developed it through the body, you will round off with a paragraph as a conclusion. It’s the most forgotten part of the rhetorical analysis essay format, so keep it in mind! You need to reiterate your main argument to emphasize your point concisely. Give a quick overview of the pros and cons in the text, and restate whether you feel they were effective.

And there you have it! This is the basic rhetorical analysis template that can be adapted to a wide range of essays.

Now you have a rhetorical analysis essay outline/template to follow, but the hard work doesn’t stop there. Throughout your essay, you need to demonstrate strong use of rhetorical analysis strategies to examine the essay contents. This helps you persuade your audience and develop your argument. There are many different strategies, but these are the most commonly used:

• Description : This is the most straightforward strategy, merely telling your reader something through the direct description. What is it? What is it not? This helps them understand what a specific term means as you use it.
• Cause and effect : The key part of this strategy is the cause. The effect is what happened because of that cause. In this way, you join the present (effect) to the past (cause), or the present (cause) to future action (effect).
• Process Analysis : How was something achieved? This is a strategy that’s good for history-focused essays, as it shows how something was achieved in the past but can be used for any topic. For example, this article is a process analysis! You also find process analysis used to explore topics from simple descriptions of how to do tasks, to complex advice like processing grief.
• Exemplification : This is another commonly used strategy. You give examples to illustrate your overall point. Every time you analyze a quote, you’re using this. However, make sure that there is a transparent and explainable relationship between your quote and the point you’re making.
• Compare and Contrast : What is similar and different? This is a strong strategy used often in arguments, speeches, and reports, which is useful for rhetorical analysis.
• Narration : Narration takes the reader on a journey through storytelling, which is why it’s an essential rhetorical strategy. We use life experience and personal stories to make our points.

Analyzing rhetoric is how we evaluate and understand what other creators have made. We also arrive at better ways to make our arguments more efficient through such analysis. That’s why it’s worth exploring all of these rhetorical analysis strategies and how they can be applied to your topic even if you discard some for your practical purposes. 

Don’t just mechanically approach your topic. That way, you just hear what they say. Instead, pay attention to how they say it, using these strategies. This will help you develop your critical thinking, one of the most important things you will ever do. This is your toolkit that will help you evaluate media critically, a skill that will help you throughout your life.

And there you have it! You have learned how to write a rhetorical analysis essay, from choosing your topics to developing a coherent argument in a logical outline. We’ve even looked at some key tips and strategies for your rhetorical analysis essay, too. With this outline and these tools in your kit, you will be able to take your conclusions and express them to the reader logically. Now it’s up to you to practice those skills!

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Speech Analysis #1: How to Study and Critique a Speech

The Speech Analysis Series is a series of articles examining different aspects of presentation analysis. You will learn how to study a speech and how to deliver an effective speech evaluation. Later articles will examine Toastmasters evaluation contests and speech evaluation forms and resources.

• How to Study and Critique a Speech
• The Art of Delivering Evaluations
• Modified Sandwich Technique for Evaluations
• Evaluation Forms, Tools, and Resources
• Toastmasters Evaluation Contests

The first in the series, this article outlines questions to ask yourself when assessing a presentation . Ask these questions whether you attend the presentation, or whether you view a video or read the speech text. These questions also apply when you conduct a self evaluation of your own speeches .

The Most Important Thing to Analyze: The Speech Objectives

Knowing the speaker’s objective is critical to analyzing the speech, and should certainly influence how you study it.

• What is the speaker’s goal? Is it to educate , to motivate , to persuade , or to entertain ?
• What is the primary message being delivered?
• Why is this person delivering this speech ? Are they the right person?
• Was the objective achieved ?

The Audience and Context for the Speech

A speaker will need to use different techniques to connect with an audience of 1500 than they would with an audience of 15. Similarly, different techniques will be applied when communicating with teenagers as opposed to communicating with corporate leaders.

• Where and when is the speech being delivered?
• What are the key demographic features of the audience ? Technical? Students? Elderly? Athletes? Business leaders?
• How large is the audience?
• In addition to the live audience, is there an external target audience ? (e.g. on the Internet or mass media)

Speech Content and Structure

The content of the speech should be selected and organized to achieve the primary speech objective. Focus is important — extraneous information can weaken an otherwise effective argument.

Before the Speech

• Were there other speakers before this one ? Were their messages similar, opposed, or unrelated?
• How was the speaker introduced ? Was it appropriate?
• Did the introduction establish why the audience should listen to this speaker with this topic at this time ?
• What body language was demonstrated by the speaker as they approached the speaking area? Body language at this moment will often indicate their level of confidence .

The Speech Opening

Due to the primacy effect , words, body language, and visuals in the speech opening are all critical to speaking success.

• Was a hook used effectively to draw the audience into the speech? Or did the speaker open with a dry “ It’s great to be here today. “
• Did the speech open with a story ? A joke ? A startling statistic ? A controversial statement ? A powerful visual ?
• Did the speech opening clearly establish the intent of the presentation?
• Was the opening memorable ?

The Speech Body

• Was the presentation focused ? i.e. Did all arguments, stories, anecdotes relate back to the primary objective?
• Were examples or statistics provided to support the arguments ?
• Were metaphors and symbolism use to improve understanding?
• Was the speech organized logically ? Was it easy to follow?
• Did the speaker transition smoothly from one part of the presentation to the next?

The Speech Conclusion

Like the opening, the words, body language, and visuals in the speech conclusion are all critical to speaking success. This is due to the recency effect .

• Was the conclusion concise ?
• Was the conclusion memorable ?
• If appropriate, was there a call-to-action ?

Delivery Skills and Techniques

Delivery skills are like a gigantic toolbox — the best speakers know precisely when to use every tool and for what purpose.

Enthusiasm and Connection to the Audience

• Was the speaker enthusiastic ? How can you tell?
• Was there audience interaction ? Was it effective?
• Was the message you – and we-focused , or was it I- and me-focused ?
• Was humor used?
• Was it safe and appropriate given the audience?
• Were appropriate pauses used before and after the punch lines, phrases, or words?
• Was it relevant to the speech ?

Visual Aids

• Were they designed effectively?
• Did they complement speech arguments ?
• Was the use of visual aids timed well with the speaker’s words?
• Did they add energy to the presentation or remove it?
• Were they simple and easy to understand ?
• Were they easy to see ? e.g. large enough
• Would an additional visual aid help to convey the message?

Use of Stage Area

• Did the speaker make appropriate use of the speaking area?

Physical – Gestures and Eye Contact

• Did the speaker’s posture display confidence and poise?
• Were gestures natural, timely, and complementary ?
• Were gestures   easy to see ?
• Does the speaker have any distracting mannerisms ?
• Was eye contact effective in connecting the speaker to the whole audience?

Vocal Variety

• Was the speaker easy to hear ?
• Were loud and soft variations used appropriately?
• Was the speaking pace  varied? Was it slow enough overall to be understandable?
• Were pauses used to aid understanding, heighten excitement, or provide drama?
• Was the language appropriate for the audience?
• Did the speaker articulate clearly?
• Were sentences short and easy to understand?
• Was technical jargon or unnecessarily complex language used?
• What rhetorical devices were used? e.g. repetition, alliteration, the rule of three , etc.

Intangibles

Sometimes, a technically sound speech can still miss the mark. Likewise, technical deficiencies can sometimes be overcome to produce a must-see presentation. The intangibles are impossible to list, but here are a few questions to consider:

• How did the speech make you feel ?
• Were you convinced ?
• Would you want to listen to this speaker again?
• Were there any original ideas or techniques?

Next in the Speech Analysis Series

The next article in this series – The Art of Delivering Evaluations – examines how best to utilize speech evaluation skills as a teaching tool.

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• Speech Analysis #3: Modified Sandwich Technique for Evaluations
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40 comments.

I absolutely loved this article. It gave me a major idea of what to write on my speech critique. Great information, organized, and detailed!

Great post. I have to say, it was when I started to do exactly what you say that my skills took off.

If anyone wants to go farther, just teach a class on public speaking. You do not need a degree to teach continuing ed. It will help you, as some of my students who went on to teach to improve even more. This is because not only are you observing your students for these points. You are actually teaching them how to attain some of these skills.

oh my god….thank you!! i had no idea where to even start my speech analysis!

Excellent article. Will refer members of my club to it.

Dear Eugenia You refer to “members of your club” and I wanted to know an online public speaking club. Does this exist. Regards Berty

Your article is very informative. Hope you post more tips on writing a speech and how to analyse it!! 😎

Thanks for providing this information. I am writing an essay critiquing my own speech in third person. A tough task, but these pointers made it easier. Thank you.

i loved this information very much.now i am preparing for my examination and i think this article will help me to get good mark. thanks

Great summary/overview on basic things to evaluate while listening to a speech. Will be very much helpful when i have to do evaluations for speech class!

Thank you sooooo much for this article!! This is helping me soooo much for my speech analysis!

Thank you so so much! You are awesome and very helpful plus amazing too!

Great job once again! I liked the clarity with which these concepts were explained. Self explanatory and useful for both novice and advanced speakers. Keep it up!

Such a great article, thank you! It truly helped

I have to look at this for a class project and really learned some new tips from this.

This helped immensely; thank you so much!

thank you, you helped me a lot

Best article I found for speech critique and analysis. Definitely a place to come back for speech resource.

Thank you Andrew, great articles and valuable information. I recently joined a Toastmaster’s group and this will really help. Once I figure out how to “tweet” I will be “tweeting” this site to Kwantlen University Students and Alumni.

I absolutely loved this article it gave me a major idea of what to write on my speech critique great information, organized, and detailed!

Fantastic article. For someone that is new to Taostmasters this gives me at least an idea of how I should approach giving an evaluation…frigthening me more than giving a speech!! Thanks!

hi Andrew, this is a great article for someone who is a beginner to evaluate a speech. thanks a lot. -Venkat

very informative article will certainly help me to develop my speech technique.

Thus really helpful…we always read text resurfacely I gained alot from this article. now I know where to start when I want to present information through speech to the public

thank you this helped me vey much.

thanks a lot this just help me with my paper. you explain it better than my teacher

I am a toastmaster who loves to compete. I believe these articles will help me help other to deliver their speeches and both of us can grow.

Hi Andrew Dlugan, i am really happy to come across your site as new trainee in the public speaking and writing profession. i am programmer but i have passion for writing especially poems.Do you have any advice or resources to help me survive in the world of speaking and writing.

Thank You, Best Regards, Lawal Abdulateef Olawle

I came here looking for a speech review but reading this article helped me a lot in my opening speech. I hope many people who are having trouble in analysing there speech they should really open this website. Thank you

This is a helpful source to me. Thanks a lot

Great article. I am preparing to critique a public speaking competition this weekend and I found this article quite helpful Thanks a lot

Hi Andrew, May I use your article in our club newsletter? It is particularly timely as we approach the contest season in Toastmasters. I will source it to your web site and also include a link under the Articles about speaking of our club website.

John Sleigh Rockhampton, Queensland, Australia

Amazing breakdown of how to not only analysis a speech but to also push yourself that inch further to get more scope for marks. I really recommend this webpage. Thank you

Thank you for this amazing information, your 6 minutes guide is great and I am learning so much with it.

Really GREAT JOB! thanks so much! Best! Rasha

I really love this and would want more of this

This information was very informative and knowledgeable.Thank you.

Your articles are very thorough. I really enjoyed reading the first one.

Can you give me some examples of relevant puns used in speeches?

One more treasure trove on the internet. Thanks for sharing DLugan.

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How to Write a Critical Analysis of a Speech

How to Set Up a Rhetorical Analysis

Whether you’re a student or a seasoned professional, the ability to critically analyze a speech is an essential skill for speakers. Understanding the components of a speech and what makes those components successful can help you deliver a speech that your audience finds engaging and enlightening.

Understanding the Different Types of Speeches

When critiquing a speech, you first need to understand the objective of the speech. There are three primary types of speeches: to inform, to persuade or to entertain. Informative speeches are typically rooted in facts and statistics or focus on “how-to” topics. For instance, many TED Talks are informative speeches.

Persuasive speeches also use facts and statistics but use that information to convince an audience to change their behavior or take a certain action. Finally, speeches that are meant to entertain are often those delivered at weddings or social gatherings. They’re often funny or self-deprecating and are populated with anecdotes.

Know Your Audience

Another critical aspect of speech analysis is understanding the audience. Is this a formal setting where your audience expects a serious, informative tone? Is the audience a group of people who are impassioned about a particular subject and could be hostile if you’re trying to change their minds? Is your audience an informal gathering of people who expect a light-hearted or amusing delivery?

You wouldn’t have a person with no sense of humor host a convention for comedians. Likewise, you wouldn’t have a comedian lead a convention for physicians who are discussing breakthroughs in cancer research. Knowing your audience can mean the difference between a successful speech and one that fails.

Know What You’re Analyzing

Once you know the objective of the speech, you’ll need to know what to analyze. In "Rhetoric," ancient Greek philosopher Aristotle wrote that all great speeches share three pillars of rhetoric: logos, pathos and ethos.

While typically applied to persuasive speeches, these three elements are critical for any speech. Logos is the meaning, the reasoning and the logical evidence the speaker uses. Pathos is the words, phrases and personal stories a speaker uses to elicit emotion, and ethos is the credibility and trustworthiness of the speaker. In other words, does the speaker have expertise in this particular subject?

Evaluating a Speech

Critical speech analysis should revolve around the three pillars. As you analyze, you’ll need to determine whether the speech maker is using enough facts and logical evidence to establish credibility.

For instance, if a speaker is delivering information on protecting the environment, is he using credibly sourced facts to support his statements, or is he speaking in generalities? Is he using words, phrases and personal anecdotes that elicit emotion from the audience, or is he using vague words that have no emotional impact?

Finally, through education or background, is the speaker qualified to be speaking on this particular subject? Is she passionate about the subject, or is she coming across as a boring, monotone speaker? Is she using appropriate gestures and body language? Is her voice clear and loud enough to be heard? Finally, is her tone appropriate for the audience?

Use a Speech Analysis Rubric

A rubric can be an effective tool to help you analyze a speech, as it can help you assign a numeric value to each specific component of a speech. If you’re analyzing a speech for a classroom assignment, you’ll likely be given a rubric from which to work. If not, you can easily find one online by searching for “critical speech analysis rubric.”

Many readily available rubrics focus on aspects of Aristotle’s rhetoric by addressing a speech’s structure, format, research, delivery and style and will help you determine whether the speech was appropriate for its particular audience and met its overarching goals.

How to Write an Analysis of a Speech

If you’re working on the critical analysis of a speech for a class assignment, you’ll likely need to complete a written assignment to accompany your assessment. As with any other essay, a written analysis of a speech should include a strong introduction and clear thesis statement, several body paragraphs with topic sentences and strong transitions that clearly support your analysis and an effective conclusion that summarizes your critique.

Be sure that the essay is free of grammar and spelling mistakes and typos. As with any piece of writing, it’s always helpful to have another person review it before you publish it or submit it for a grade.

Related Articles

How to Write a Speech Essay

How to Write About Irony in a Literary Essay

Help to Do a Rhetorical Analysis Essay

How to Write a Speech Proposal

What Are the Causes of Communication Failure?

Speech Vs. Essay

How to Determine the Tone of an Essay

How to Establish Credibility in an Informative Speech

• Brigham Young University: Basic Questions for Rhetorical Analysis

Jennifer Brozak earned her state teaching certificate in Secondary English and Communications from St. Vincent College in Latrobe, Pa., and her bachelor's degree in journalism from the University of Pittsburgh. A former high school English teacher, Jennifer enjoys writing articles about parenting and education and has contributed to Reader's Digest, Mamapedia, Shmoop and more.

Analyzing Famous Speeches as Arguments

• Resources & Preparation
• Instructional Plan
• Related Resources

Traditionally, teachers have encouraged students to engage with and interpret literature—novels, poems, short stories, and plays. Too often, however, the spoken word is left unanalyzed, even though the spoken word has the potential to alter our space just as much than the written. After gaining skill through analyzing a historic and contemporary speech as a class, students will select a famous speech from a list compiled from several resources and write an essay that identifies and explains the rhetorical strategies that the author deliberately chose while crafting the text to make an effective argument. Their analysis will consider questions such as What makes the speech an argument?, How did the author's rhetoric evoke a response from the audience?, and Why are the words still venerated today?

Featured Resources

From theory to practice.

Nearly everything we read and hear is an argument. Speeches are special kinds of arguments and should be analyzed as such. Listeners should keep in mind the context of the situation involving the delivery and the audience-but a keen observer should also pay close attention to the elements of argument within the text. This assignment requires students to look for those elements.

"Since rhetoric is the art of effective communication, its principles can be applied to many facets of everyday life" (Lamb 109). It's through this lesson that students are allowed to see how politicians and leaders manipulate and influence their audiences using specific rhetorical devices in a manner that's so effective that the speeches are revered even today. It's important that we keep showing our students how powerful language can be when it's carefully crafted and arranged.

Further Reading

Common Core Standards

This resource has been aligned to the Common Core State Standards for states in which they have been adopted. If a state does not appear in the drop-down, CCSS alignments are forthcoming.

State Standards

This lesson has been aligned to standards in the following states. If a state does not appear in the drop-down, standard alignments are not currently available for that state.

NCTE/IRA National Standards for the English Language Arts

• 3. Students apply a wide range of strategies to comprehend, interpret, evaluate, and appreciate texts. They draw on their prior experience, their interactions with other readers and writers, their knowledge of word meaning and of other texts, their word identification strategies, and their understanding of textual features (e.g., sound-letter correspondence, sentence structure, context, graphics).
• 4. Students adjust their use of spoken, written, and visual language (e.g., conventions, style, vocabulary) to communicate effectively with a variety of audiences and for different purposes.
• 5. Students employ a wide range of strategies as they write and use different writing process elements appropriately to communicate with different audiences for a variety of purposes.
• 7. Students conduct research on issues and interests by generating ideas and questions, and by posing problems. They gather, evaluate, and synthesize data from a variety of sources (e.g., print and nonprint texts, artifacts, people) to communicate their discoveries in ways that suit their purpose and audience.

Materials and Technology

• ReadWriteThink Notetaker
• Teacher Background and Information Sheet
• Student Assignment Sheet
• List of Speeches for Students
• Queen Elizabeth I’s Speech with Related Questions
• Historical Speech Research Questions
• Peer Response Handout
• Essay Rubric

This website contains audio of the Top 100 speeches of all time.

Included on this site is audio of famous speeches of the 20th century, as well as information about the speeches and background information on the writers.

The "Great Speeches Collection" from The History Place are available here in print and in audio.

This website includes information on finding and documenting sources in the MLA format.

Preparation

• Review the background and information sheet for teachers to familiarize yourself with the assignment and expectations.  Consider your students' background with necessary rhetorical terms such as claims, warrants, the appeals (logos, pathos, ethos), and fallacies; and rhetorical devices such as tone, diction, figurative language, repetition, hyperbole, and understatement. The lesson provides some guidance for direct instruction on these terms, but there are multiple opportunities for building or activating student knowledge through modeling on the two speeches done as a class.
• Check the links to the online resources (in Websites section) make sure that they are still working prior to giving out this assignment.
• Decide whether you want to allow more than one student to analyze and write about the same speech in each class.
• Look over the  List of Speeches for Students to decide if there are any that you would like to add.
• Look over the suggested Essay Rubric and determine the weights you would like to assign to each category.  For example, you might tell students that Support and Research may be worth three times the value of Style. Customize the Essay Rubric to meet the learning goals for your students.
• Reserve the library for Session Three so the students can do research on their speeches.
• President Obama’s Inauguration Speech.
• Former President Bush’s Defends War in Iraq Speech.
• Former President Bush’s 9/11 Speech.
• Former President Clinton’s “I Have Sinned” Speech.

Student Objectives

Students will

• analyze a speech for rhetorical devices and their purpose.
• identify an author’s purposeful manipulation of language.
• identify elements of argument within a speech.
• write an analysis of a speech with in-text documentation.

Session One

• Begin the lesson by asking students what needs to be present in order for a speech to occur. Though the question may seem puzzling—too hard, or too simple—at first, students will eventually identify, as Aristotle did, the need for a speaker, a message, and an audience.
• The class should discuss audience and the importance of identifying the audience for speeches, since they occur in particular moments in time and are delivered to specific audiences. This is a good time to discuss the Rhetorical Triangle (Aristotelian Triad) or discuss a chapter on audience from an argumentative textbook. You may wish to share information from the ReadWriteThink.org lesson Persuasive Techniques in Advertising and  The Rhetorical Triangle from The University of Oklahoma.
• Next distribute Queen Elizabeth’s speech to the troops at Tilbury and use the speech and its historical context as a model for the processes students will use on the speech they select. Provide a bit of background information on the moment in history.
• Then, as a class, go over  Queen Elizabeth’s speech and discuss the rhetorical devices in the speech and the purpose for each one. Adjust the level of guidance you provide, depending on your students' experiences with this type of analysis. The questions provide a place to start, but there are many other stylistic devices to discuss in this selection.

Discuss the audience and the author’s manipulation of the audience. Consider posing questions such as

• This is a successful speech.  Why?
• Elizabeth uses all of the appeals – logos, pathos, and ethos – to convince all of her listeners to fight for her from the loyal follower to the greedy mercenary.  How?
• The tone shifts throughout the selection.  Where?  But more importantly, why?

Martin Luther King, Jr. uses an appeal to pathos in his “I Have a Dream” speech through his historical allusion to Abraham Lincoln’s Emancipation Proclamation: “Five score years ago, a great American, in whose symbolic shadow we stand today, signed the Emancipation Proclamation. This momentous decree came as a great beacon light of hope to millions of Negro slaves who had been seared in the flames of withering injustice. It came as a joyous daybreak to end the long night of their captivity.” This is particularly effective for his audience of people sympathetic to the cause of African American men and women who would have been especially moved by this particular reference since it had such a significant impact on the lives of African Americans.

Session Two

• Continue the work from the previous session by distributing the  Analyzing Famous Speeches as Arguments handout and discussing the assignment and what it requires. See the  background and information sheet for teachers for more details.
• Tell students they will be getting additional practice with analyzing a speech as an argument by showing a short  10-minute clip of a presidential speech . Ask students to think about how the particular moment in history and the national audience contribute to the rhetorical choices made by the speaker.
• Lead a discussion of the speech as an argument with regard to purpose and intent. Work with students to identify warrants, claims, and appeals.
• Ask students to consider how the author manipulates the audience using tone, diction, and stylistic devices. What rhetorical devices aided the author’s manipulation of his audience? Discuss a particular rhetorical device that the President used and the purpose it served.
• Share the Essay Rubric and explain to students the expectations for success on this assignment.
• Allow students to select a speech from the List of Speeches for Students . If they wish to preview any of the speeches, they can type the speaker's name and the title of the speech into a search engine and should have little difficulty finding it.

Session Three

• Take the students to the library and allow them to research their speeches. They should locate their speech and print a copy for them to begin annotating for argumentative structure and rhetorical devices.
• What was the speaker up against?  What is the occasion for the speech?
• What did the author have to keep in mind when composing the text?  
• What were his or her goals?  
• What was his or her ultimate purpose?  
• What was his or her intent?
• Remind students that the writer of the speech is sometimes not the person who delivered the speech, for example, and this will surprise some students. Many people assume that the speaker (president, senator, etc.) is always the writer, and that’s not always the case, so ask your students to check to see who wrote the speech. (They might be surprised at the answer. There’s always a story behind the composition of the speech.)
• Help students find the author of the speech because this will challenge some students. Oftentimes, students assume the speaker is the author, and that’s sometimes not the case. Once the speechwriter is identified, it is easier to find information on the speech. Help students find the history behind the speech without getting too bogged down in the details. They need to understand the climate, but they do not need to be complete experts on the historical details in order to understand the elements of the speech.
• If they wish, students can use the ReadThinkWrite Interactive Notetaker to help them track their notes for their essays. Remind them that their work cannot be saved on this tool and should be printed by the end of the session so they can use it in future work.
• For Session Four, students must bring a thesis, an outline, and all of their research materials to class for a workday. Remind them to refer to the Analyzing Famous Speeches as Arguments , the Essay Rubric , and any notes they may have taken during the first two sessions as they begin their work.
• The thesis statement should answer the following question: What makes this speech an effective argument and worthy of making this list?

Session Four

• Set up students in heterogeneous groups of four. Ask students to share their outlines and thesis statements.
• Go around to check and to monitor as students share their ideas and progress. The students will discuss their speeches and their research thus far.
• Have students discuss the elements of an argument that they plan on addressing.
• Finally, have students work on writing their papers by writing their introductions with an enticing “grab” or “hook.” If time permits, have students share their work. 
• For Session Five, students should bring in their papers. This session would happen in about a week.

Session Five

• In this session, students will respond each other's drafts using the Peer Response Handout .
• Determine and discuss the final due date with your students. Direct students to Diana Hacker’s MLA site for assistance with their citations if necessary. 
• Remind students that their work will be evaluate using the essay rubric .  They should use the criteria along with the comments from their peer to revise and polish their work.
• During the process of analyzing  Queen Elizabeth I’s Speech , consider showing the related scene from the film Elizabeth: The Golden Age . Though the text of the speech is drastically cut and altered, seeing one filmmaker's vision for the scene may help reinforce the notion of historical context and the importance of audience.
• Allow students to read and/or perform parts of the speeches out loud. Then, they can share some of their thinking about the argumentative structure and rhetorical devices used to make the speech effective. This activity could happen as part of the prewriting process or after essays have been completed.
• Require students to write a graduation speech or a speech on another topic. They can peruse print or online news sources to select a current event that interests them.  Have them choose an audience to whom they would deliver an argumentative speech.

Student Assessment / Reflections

• After peer response has taken place, use the essay rubric to provide feedback on student work. You may change the values of the different categories/requirements to better suit the learning goals for your classroom.
• Calendar Activities
• Lesson Plans
• Student Interactives
• Strategy Guides

Students explore the ways that powerful and passionate words communicate the concepts of freedom, justice, discrimination, and the American Dream in Martin Luther King, Jr.'s "I Have a Dream" speech.

While drafting a literary analysis essay (or another type of argument) of their own, students work in pairs to investigate advice for writing conclusions and to analyze conclusions of sample essays. They then draft two conclusions for their essay, select one, and reflect on what they have learned through the process.

Useful for a wide variety of reading and writing activities, this outlining tool allows students to organize up to five levels of information.

This strategy guide clarifies the difference between persuasion and argumentation, stressing the connection between close reading of text to gather evidence and formation of a strong argumentative claim about text.

• Print this resource

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• Kindergarten K

Speech Analyzer

Ai-powered speech analysis tool.

• Analyze historical speeches: Understand the key themes and messages in famous speeches.
• Prepare for exams or research: Quickly identify the main points in a speech for study or research purposes.
• Summarize speeches for articles or reports: Provide a concise summary of a speech for your readers.
• Understand political speeches: Analyze the key messages in political speeches to understand a politician's stance on various issues.

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Rhetorical Analysis Essay

Rhetorical Analysis Essay Outline

Crafting an Effective Rhetorical Analysis Essay Outline - Free Samples!

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Ethos, Pathos, and Logos - Structure, Usage & Examples

Have you ever stared at a blank page, wondering how to begin your rhetorical analysis essay?

You're not alone. Many students find the first step, creating an outline, to be a challenge. 

The truth is - tackling a rhetorical analysis without a well-structured outline can lead to confusion and disorganization. But fear not because there's a solution.

In this blog, we will show you how you can create a rhetorical analysis essay outline. By the end, you’ll have a thorough understanding of what your outline should look like. 

So, keep reading to find out how you can beat the blank pages!

• 1. What Is Rhetorical Analysis Essay?
• 2. Why Create a Rhetorical Analysis Essay Outline?
• 3. Components of a Rhetorical Analysis Outline
• 4. Steps to Create a Rhetorical Analysis Essay Outline
• 5. Rhetorical Analysis Essay Outline Examples

What Is Rhetorical Analysis Essay?

A rhetorical analysis essay is a type of analytical essay that examines how an author uses language and persuasion to get their message across.

It involves analyzing speeches or essays to understand how authors use strategies within the rhetorical triangle to influence their intended audience. These techniques usually involve logical appeal, moral argument, and vivid imagery that appeals to the listener. 

Key Elements to Analyze

In a rhetorical analysis essay, you would be analyzing the text keeping these key rhetorical concepts in mind:

• Ethos: This concerns the credibility of the author or speaker.
• Logos: This focuses on the logical aspects of the argument.
• Pathos: Pathos explores the emotional appeal of the discourse.
• Style and Tone: This involves analyzing the author's writing style and the overall tone of the text.

These elements provide a structured approach to rhetorical analysis, revealing how effective communication is achieved.

Why Create a Rhetorical Analysis Essay Outline?

Writing a rhetorical analysis essay requires a writer to draft a structured piece of writing. This essay type is one of the most challenging tasks students are assigned to do for their academics. 

Apart from conducting a strong analysis, a rhetorical analysis essay depends on how perfectly the essay outline is drafted. 

An outline organizes the raw information and makes it understandable for the readers. It serves as your compass, ensuring you stay on course throughout the rhetoric essay. It helps you structure your ideas and arguments, adding clarity to your essay writing process. 

Moreover, an outline works as a checklist for your essay. It assures you that nothing important is missed in the content.

Components of a Rhetorical Analysis Outline

Now that we've explored why creating an essay outline is essential, it's important to explore the different components of a rhetorical analysis outline. 

Here’s a detailed rhetorical analysis essay outline:

Each element plays a crucial role in crafting a well-structured and persuasive analysis, so let's explore them in detail:

Introduction

The introduction of your rhetorical analysis essay serves as the gateway to your analysis. It's where you captivate your reader's interest, provide essential background information, and present your thesis statement. 

Here are the elements typically included in an introduction paragraph:

• Hook The " hook " is a sentence or two designed to grab the reader's attention. It could be a thought-provoking quote, a surprising fact, or a compelling question. The purpose is to make your reader interested in what you're about to discuss—how an author uses rhetorical devices.
• Background Information After the hook, provide some context. Here, you briefly introduce the text you're analyzing, the author or speaker, and the overall topic. It's like giving your reader a map to navigate through your analysis.
• Thesis Statement The thesis statement is the main argument, your "claim." This concise sentence outlines what you'll be analyzing and what your main points will be. Your thesis should tell the reader what to expect in your analysis.

The body of your essay is where you dissect the author's persuasive techniques and reveal their impact on the audience. It contains sections dedicated to each rhetorical strategy you're examining. 

In these sections, you'll explain the strategies, provide evidence from the text, and offer your insightful analysis of their effectiveness. 

Section for Each Rhetorical Strategy

In the body paragraphs, you'll have sections dedicated to each rhetorical strategy you're analyzing. These sections each will focus on a different aspect of the text. For each strategy, you'll do three things:

• Explanation of the Strategy Start by explaining what the rhetorical technique is. Define it clearly for your reader. This is like providing a dictionary definition.
• Examples from the Text Next, provide examples from the text you're analyzing. These are specific quotes or passages where the author or speaker uses the strategy you're discussing. It's like showing your reader the evidence.
• Analysis of the Effectiveness Finally, analyze how effective the strategy is. This is where you dive deep into the text and explain how and why the strategy persuades the audience. 

The conclusion should leave your readers with a sense of closure and a clear understanding of your analysis. 

You don't introduce new information or arguments in this section; instead, you tie everything together. Here are the three essential elements of an impactful essay conclusion:

• Restate Thesis Start by restating your thesis to remind readers of your main argument. Repeating your main argument clearly helps the reader tie in all they have read in your essay.
• Summarize Main Points Summarize the main points from each section of your analysis. This serves as a reminder of the highlights of your arguments made throughout the essay.
• Final Thoughts Conclude by sharing your thoughts on how the author's strategies affect the audience and the text's broader importance. Encourage readers to consider these strategies' impact and the text's relevance.

This structure in your rhetorical analysis outline ensures that your analysis is clear, well-organized, and persuasive. Each component plays a crucial role in guiding your reader through your analysis.

Steps to Create a Rhetorical Analysis Essay Outline

Creating an essay outline is a crucial step in organizing your thoughts and effectively analyzing a piece of rhetoric. Here are the steps to craft an outline for a rhetorical analysis essay:

Step 1 - Choose the Text

Select the piece of rhetoric that you will be analyzing. It could be a speech, a written essay, an advertisement, a political campaign, or any other form of communication.

Step 2 - Identify Rhetorical Devices and Rhetorical Appeals

Look for rhetorical devices such as metaphor, simile, analogy, hyperbole, and alliteration. Analyze how these devices contribute to the message. Identify any repetition, parallelism, or rhetorical questions used in the text.

Moreover, look for common rhetorical appeals i,e., ethos, pathos, and logos.

Step 3 -  Analyze Appeals and Strategies in Each Section

For each argument, dedicate a body paragraph that will analyze how the author/speaker uses ethos, pathos, and logos.

Note the specific rhetorical devices used in each section and their impact.

Step 4 -  Consider the Effect on the Audience

While outlining the last body paragraph, add points that analyze how the appeals are intended to affect the audience.

Consider whether the author/speaker is trying to persuade, inform, entertain, or provoke a specific emotional response. Include specific examples and quotations from the text to support your analysis.

Step 5 -  Filter Out Extra Information

It's important to know what parts of the arguments should be included and which should be filtered out. 

After having a sketch of the introduction and body paragraphs, remove any information that might feel irrelevant.

Step 6 -  Conclude and Summarize

For the ending, make sure to restate your thesis statement. Include points that directly support your arguments and sum up your analysis.

These steps help you plan your essay for a well-structured, clear, and cohesive essay.

Here's a sample rhetorical analysis essay outline template that analyzes ethos, pathos and logos :

Here’s a practice outline:

Rhetorical Analysis Essay Outline Fill In The Blanks

Rhetorical Analysis Essay Outline Examples

Here are some rhetorical analysis essay outline pdf that you can use as reference outlines:

Rhetorical Analysis Essay Outline Ethos Pathos Logos

Rhetorical Analysis Essay Outline Ap Lang

Visual Rhetorical Analysis Essay Outline

Comparative Rhetorical Analysis Essay Outline

Rhetorical Analysis Essay Introduction Outline

Need more help getting started? Check out these expert rhetorical analysis essay examples to get inspired!

In conclusion, you've got the tools and examples you need to ace your rhetorical analysis essay. The steps we've gone through provide a strong starting point for your academic journey into analyzing persuasive writing. 

But if you ever hit a wall or need help with tight deadlines, don't forget our essay writing service . Our skilled writers have helped lots of students like you get top-notch essays.

So, why wait? Place your order now and set yourself up for academic success!

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Nova Allison is a Digital Content Strategist with over eight years of experience. Nova has also worked as a technical and scientific writer. She is majorly involved in developing and reviewing online content plans that engage and resonate with audiences. Nova has a passion for writing that engages and informs her readers.

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• How to outline a speech

Sample speech outline template

Get a printable. Learn how to outline a speech effectively.

By:  Susan Dugdale  | Last modified: 02-20-2023

There's a printable sample speech outline template below for you to download and use. 

Why? Because a well-completed outline becomes the backbone of your speech. You'll use it to  guide you logically, and carefully, through ALL the aspects you need to consider before you actually write the speech itself.

It will help you clarify what material you want to cover to fit your audience, and speech purpose, as well as help to effectively organize it.

What you'll find on this page:

• t he reasons for using a speech outline
• how to outline a speech : the 4 essentials steps involved in writing an outline - detailed sequential help, with examples, covering: 1. choosing a topic, 2. audience analysis, 3. choosing the best organizational pattern to fit your speech purpose, 4. what to put in each part of your speech: introduction, body and conclusion
• a  printable speech outline template to download  
• links to  2 completed examples of speech outlines  (a demonstration and a persuasive speech. Both with printable outlines to download.)
• a link to 7 completed examples of impromptu speech outlines , each with printable speech outline templates 
• links to more resources for preparing an effective speech  

Why bother writing a speech outline?

Because completing a speech outline is the first vital step toward preparing a successful speech.

It is often overlooked in a misguided attempt to get on with what is considered the real work: writing the speech, or the words you're going to say.

Despite what many people think, time spent completing an outline is not wasted.  Instead, it helps you save it. A nd sidestep any anxiety caused by inadequate preparation.

The process might appear daunting and horrifically time consuming but prepare a speech outline all the same.☺

What you'll learn about speech structure, matching content  to your speech purpose and your audience's needs will pay you back over and over again. I  promise you, having an outline will make giving a speech easier and less stressful. 

How to best use this page

Read the page all the way through to familiarize yourself with the terms and the process. When you're done, click the link at the foot of the page to download and print the blank sample speech outline template for your own use.

How to outline a speech: 4 essential steps

The process of outlining a speech is broken down into 4 essential steps.

(Click a heading to find out more about each one)

• deciding on your topic
• considering the audience and refining your topic to suit them
• deciding on the purpose of the speech
• choosing an organizational method to support your speech purpose
• opening greeting and attention getter
• defining your thesis statement (a summary of what your speech is about)
• establishing your credibility
• an overview and the benefit to the audience
• transition or link between introduction and body
• main ideas with supporting ideas
• examples and details
• summary of main points
• closer or call to action

Remember this old saying?

First: tell them what you're going to tell them. Second: tell them. Third: tell them what you told them.

A simple, or basic, speech outline follows that advice.

• 'Tell them what you're going to tell them' becomes your introduction
• 'Tell them' forms the body
• 'Tell them what you told them' is your conclusion

Step 1 - Preparation for writing a speech outline

You need to complete this step before you do anything else. It is made up of five smaller steps, each of them an important part of the overall process. The decisions you make at this point will have a major impact on the final outcome of your speech. 

By the time you are finished step 1 you will have:

• decided on your topic
• analyzed your audience
• refined your topic to meet the needs of your audience
• decided on the specific purpose of your speech
• chosen the best fitting of six organizational patterns to use - one matching your purpose and your material 

Start with choosing a topic

The place to begin is deciding what you are going to talk about.

For example, if you are a realtor (real estate agent) who has been asked to talk to a suburban community group residential real estate seems like a good logical topic to pick.

(If you don't have a topic in mind, go to speech topics . You'll find 100s of them ordered by speech type and theme.)

Put yourself to one side & focus on your audience

However, before you make a final decision considering more closely who will be listening to you makes better sense than assuming whatever you come up with will be right!

How do you really know what aspects of your topic are best suited to meet your audience's needs? Or what would be of real benefit for them to hear about?

The scope of the topic 'residential real estate' is huge.

Your speech could cover any number of sub-topics like: financial advice for first home buyers, how to thoroughly check a house before purchase, the rise of mortgagee default sales, the collapse of property development schemes, how to purchase properties for makeovers...

Analyze your audience

So before you settle on the exact topic of your speech analyze your audience .

Without analysis you are 'guessing' what would be interesting and relevant for them to hear.

Refine your topic

Using what you found out about your audience, decide on an aspect of your topic that will be of benefit to them and the angle you will take on it. Take care with this. One size does not fit all!

For example a speech on housing affordability which includes a step by step plan toward buying a first home will likely interest an audience of youngish, (late 20s- early 40s), people with steady professional incomes.

But for another audience, (e.g. one that is older, less financially secure, or younger and not ready to consider settling yet...), it could be completely inappropriate.

Minimize the risk of getting it wrong by finding out as much as you can about your audience.

Deciding on the purpose of your speech

What is the purpose of this speech? Why are you giving it?

Is it to persuade or inform? Is it to demonstrate, entertain, or welcome? Or is it a combination of these?

What do you want your speech to achieve? Is there a particular action you want people to take as a result of listening to you?

Your answers to all of these questions will dictate what organizational pattern you'll use for your speech, its content and tone.

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Choosing an organizational pattern or method

There are 6 basic organizational patterns or methods of arranging the body (main points) of your material. Choose the one most appropriate for your need.

1. Cause - Effect

Because event 'A' happened, event 'B' occurred.

• Because the driver was speeding, they crashed the car.
• Because of the earthquake, the city was destroyed.
• Because the minimum wage is low, families can not afford good health care.

2. Problem - Solution

The problem is 'X'. The answer is 'Y'.

• The problem is unaffordable housing. The solution is community funded housing complexes.
• The problem is unemployment. The solution is meaningful, sustainable education and employment programs.
• The problem is poor food choices. The solution is practical community outreach programs to teach people about nutrition, food buying, storage and preparation, along side living wages, educational and employment programs.

This pattern suits a broad topic which can be broken down into  naturally occurring sub-topics.

• The broad topic is 'Vocal Variety'. Its  sub-topics include rate of speech, use of pausing,  voice tone, volume, articulation...
• The broad topic is 'Organizational speech patterns'. Sub-topics could be problem-solution, cause- effect, logical...
• The broad topic is 'Residential real estate'. Its sub-topics could include houses for first-home buyers, how to apply for a mortgage, how to select the right neighborhood to buy in, the impact of high-density housing...

4. Spatial or geographic

Use this pattern for topics dealing with physical spaces.

• The 10 most popular tourist attractions in New Zealand.
• The European migration patterns of the 19th century.  
• The population shift from country to town in USA.

5. Time or chronological/sequential

These are either historical topics or demonstration speeches. The foundation of both is an ordered sequence of events.

For example:

• The history of women's suffrage in USA, the abolition of slavery 
• How to bake a cake, how to mend a puncture in a bicycle tire, or how to knot a tie 

6. Advantage - disadvantage

Use this pattern to examine the range of positive and negative aspects of an idea or event.

• What are the advantages and disadvantages of private schooling?
• What are the advantages and disadvantages of lowering the voting age?
• What is good about supporting local industry? What is negative about supporting local industry?

Step Two - Outlining the introduction

The 5 parts of preparing an introduction

1. greeting & attention getter.

How are you going to greet your  audience, grab their attention and compel them to listen?

You could use a rhetorical question, a startling statistic, a quotation or a humorous one-liner. To be effective it must be related to your topic and apt for your audience.

• Rhetorical question How many of you really are more afraid of public speaking than death?
• A startling statistic Apparently in USA 75% of the population experiences public speaking anxiety. Some just a little. And some a lot.
• A quotation Mark Twain famously said, there are only two types of speakers in the world: the nervous and the liars.
• Humorous Speaker of United States House of Representatives, Nancy Pelosi set a record for the longest speech on the House floor: 8 hours and 7 minutes. Relax. I only plan on taking 15 minutes of your valuable time. * * Be careful with humor. It will only work if it's appropriate; that is fitting for the occasion, and understood by the majority of your audience. For more about Nancy's record:  Nancy Pelosi's all-day marathon speech sets record as longest continuous speech since at least 1909.

For more on effective speech openings see: How to write a speech introduction - 12 of the best ways to start a speech

2. Thesis statement

This is a short summary of your speech topic and your point of view or angle.

Example:  

Green politics is no longer a fanciful fringe fad. It is a necessity.

3. Credibility

This segment establishes your right to speak on the topic. It cites your qualification or expertise.

Using myself as an example, I can speak about preparing speeches because I've written many over the past twenty or so years. Prior to becoming a professional speech writer , I taught high school level English and drama and I also belonged to the global public speaking club Toastmasters for a long time. 

4. Summative overview

This is a brief outline of the main points you are going to cover.

Today I am going to share with you three effective ways to lessen public speaking fear.

The first and second cover aspects of preparation: writing and rehearsal or practice: actually doing the work, rather than being frightened of it. ☺  The third is about the benefits of public speaking. 

5. Benefit(s)

What's in your speech for your audience? Why will they want to hear what you've got to tell them? Be specific. Tell them.

When you make a decision to speak up in public you also gain: confidence, the ability to take on leadership roles, a growing collection of presentation skills like story telling, how to use your voice, the ability to use props well, how to listen, how to craft a speech to meet the needs of specific audiences... In short, you release the potential to become a bigger and better you * .

( * For more see  14 benefits of public speaking .)

Step Three - Outlining the body of your speech

This is the heart of your speech, the place where you lay out what you want to share with your audience.

Generally three main ideas, along with supporting examples, work more effectively than  four or five or more.  If you have a number of them to choose from, go with your three strongest points. And if one of your final three is noticeably weaker sandwich it between the other two.

If you intend to use visual aids (slides showing graphs, tables or images), or actual props, mark them in too.

Note: If you're unsure about the exact nature of links or transitions and how they work or what they are, you'll find more about them, with examples, on my page how to write a speech

• Main Idea 3 - Supporting ideas - Details and examples - Visuals or props - Transition to...

Step Four - Outlining the conclusion of your speech

There are four parts to preparing an effective conclusion to your speech. Use them to draw together and summarize all the material from your introduction and the body of your speech, and end with a clincher! 

• Summary of main ideas These are the main points you covered in the body of your speech.
• Re-statement of thesis statement Use the statement from your introduction to reinforce your message.
• Re-statement of benefit to audience Remind the audience of the benefits they'll receive through carrying out whatever your propose. Again this comes from your introduction.
• Closer, Clincher or Call to Action This is your final sentence. To ensure your speech ends with a bang rather than a whimper check out this page on how to end a speech memorably. You'll find options and examples.

Get your printable sample speech outline template

This is a simple four page PDF of all four steps and their sub- headings with spaces for you to write your notes. Click to download and print your sample speech outline now.

2 completed examples of speech outlines

Use these links to go to a fully completed:

• demonstration speech outline example  on how to leave an effective voice mail message (with a free printable sequential demonstration speech outline template) 
• persuasive speech topic outline  example on overcoming public speaking fear using Monroe's Motivated Sequence (with a free printable MMS persuasive speech outline template)

Example impromptu speech outline patterns

Impromptu speech outline patterns - seven different structural formats, each with completed examples and a free blank printable outline for you to download and use. 

Other resources for preparing successful speeches

Planning and writing, rehearsing a speech.

Once you're done with planning, completing your sample speech outline and writing find out how to rehearse. A speech is a live performance. Rehearsal helps you expose and iron out glitches before you find them out the hard way - in front of your audience.

Speech evaluation

And if your speech is being assessed check out this standard speech evaluation form to see what aspects are likely to be judged and how a rating scale works.

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A 9-Step Practical Guide On How To Analyze A Speech – Speech Analysis of I have A Dream Speech as an Example

A speech, as we all know, is a vocal opinion of a speaker’s stand. Speeches are usually used as an effective tool for rallying support, conveying opinion, as well as influencing the thoughts of others (usually the audience) to accept or agree with the thoughts of the Speaker.

For a speech to achieve its goal, the words used in a speech are usually chosen carefully. This is so because, through a speech, the audience can perceive the interest or personal motives of the Speaker.

However, in most cases, there is usually a need to consider what was not said in a speech, or what the motive of the Speaker was. For this reason, speech analysis comes in handy in order to have a full understanding of a speech.

What is Speech Analysis?

In its simplest form, speech analysis or speech interpretation can be said to be the process of extracting important pieces of information that are contained in a speech. When carrying out speech analysis, there is usually a need to take note of some essential and necessary components of the Speech . These include;

1. Analyzing the purpose or intent of the Speech

For instance, a speech may be written to entertain the audience with some humorous lines, persuade the audience into thinking or agreeing with the opinion of the Speaker, or to inform the audience about something which the Speaker is skilled in.

2. The target audience and how the Speech relates to them

Also of paramount importance during speech analysis is  taking note of who the target audience is, and how the Speech relates to the audience .

For instance, when analyzing a speech that was delivered to support the need for a pay rise in an organization, in that case, it will be expected that the audience listening to such a speech will be members of staff of the organization who are clamoring for a rise in their pay.

3. The effective and validity of the Speech 

Finally, when carrying out speech analysis, another core aspect to consider is the effectiveness and  validity of the Speech to see whether or not it contains relevant and important proofs  such as examples, statistics, facts, and dates to back the claims contained the Speech.

Still using the same above example about a speech about a pay rise in an organization, the Speaker may have to include facts such as the agreed terms for a pay rise in the organization. 

With that, such a speech would be said to have concrete facts and evidence to support its claims and the need for it.

Highly Recommended Next Articles

7 Basic Components of Public Speaking & Tips for Effective Delivery

The I Have A Dream Speech by Martin Luther King Jr (with Video+Audio+Full Transcript and Historical Context)

What is the First Step in Rhetoric Analysis?

The Structure of a Speech

Although a speech can be written and presented in more ways than one, every Speech usually shares three basic elements in common. These elements include;

• The Introduction of a Speech

The introduction of a speech is one of the most important elements of a speech since it is usually designed to grab the attention of the audience, either with a hook, a preview of what the Speech is all about, a joke, a controversial statement, a startling statistics, why the Speech is important, or a powerful visual.

Introducing a speech with such powerful elements is an excellent way to give the audience reasons why they should listen to the Speaker, instead of starting with a dry  “hello everyone, it’s a great privilege to talk to you today.”

Due to the ultimate role which the introduction of a speech plays, making the right choice of other key elements such as body language, words, and other visuals to usher in a speech are all very important to make the introduction of a speech achieve its goal.

• The Body of a Speech

After the introduction comes the body of a speech, which is the part that contains the Speaker’s main points. These points are usually expected to be supported with relevant examples, details, statistics, and facts, which are explained in simply and concisely.

In the body of a speech, the Speaker should make necessary effort to ensure that all the facts and pieces of evidence presented in the Speech aligns with the primary objective of the Speech. As mentioned earlier, these facts and proofs should all be presented in a simple and clear language for the understanding of the audience.

• The Conclusion of a Speech

The concluding part of a speech also packs as much power as the other two parts mentioned earlier. 

In the conclusion section, the Speaker makes a substantial effort to remind the audience of the major points made in the Speech and then ends the Speech with thought-provoking words that will motivate the audience to respond to the final call to action in the Speech.

Also, in the conclusion of a speech, the Speaker should be concise about what he expects from the audience, whether it is for a petition to be signed, requesting their support, for a product to be bought, or for some other specific actions from the audience as contained in the Speech. 

How to Analyze and Interpret a Speech? 9 Key Questions to effective speech Analysis.

When analyzing a speech, there are usually some things, precisely nine questions that you must consider for effective speech analysis.

However, when analyzing a speech, don’t feel satisfied by merely outline these nine important questions in the Speech and answering them. Instead, there should be a complementary explanation or example of how these nine key questions work using a speech as an example. So, in analyzing a speech, here are the 9 key questions you must give appropriate answers to for effective speech analysis .

1. Who is the Speaker?

In analyzing a speech, you have to consider who is the Speaker, and how does the Speaker’s rank, position, personal views, motives, or experience affect the Speech.

2. Who is/are the Audience?

In this case, you have to consider who are the members of the audience. By so doing, you will have to look closely to know whether or not the audience are the people who are directly affected or needs the message conveyed by the content of the Speech.

3. What is the Type of Speech?

By considering the type of Speech under analysis, you try to dig deeper to know the motive or intent of the Speaker for the Speech. 

In this regard, the Speech delivered might be one that is intended to inform or educate the audience, entertain, or even persuade the audience to take certain steps of action.

4. What is the Structure of the Speech?

By analyzing the structure of the Speech, you are to consider how the Speech is being structured by the Speaker. In this case, you are required to analyze whether or not the Speech was well-structured into an introduction, a body and a conclusion.

Also worthy of note about the structure of a speech during analysis is checking to see whether or not there is a governing or central idea that is being captured in every bit of the Speech.

5. What is the Purpose of the Speech?

Like I mentioned earlier, every Speech is usually aimed at achieving a purpose. For some, the purpose might be to persuade the audience, entertain, or even to open the eyes of the audience about a piece of information they are yet to know.

With this, it is therefore very important to consider the purpose of a speech to know the mission of the Speaker when carrying out speech analysis.

6. What is the Content/Circumstances of the Speech

In evaluating the content and circumstances of a speech, you consider the events that have created the need for the Speech. In doing this, you may have to pay closer attention to specific elements such as;  

• Where the Speech is taking place , and how the choice of the geographical location of the Speech affects the acceptance of the Speech by the audience
• When the Speech is being delivered . This is very important because there might a special time or event that is currently going on, which may serve as the best time to deliver such a speech.
• Why is the Speech being delivered? In this case, you look at the reason why the Speaker is giving a speech, and by so doing, you also consider the expectation of the Speaker from the Speech.

7. What are the Techniques used by the Speaker?

Techniques employed by the Speaker are usually the various modes of persuasion, in which the Speaker adopts. These techniques are also known as rhetorical appeals , and they are ways of persuading the audience to believe the Speaker’s point of view.

As a way of swaying the audience to buy the Speaker’s point of view, a speaker may adopt Aristotle’s mode of persuasion known by the names;

• Ethos  – persuading the audience through the credibility, authority, experience, and personality of the Speaker   
• Pathos  – persuading the audience by creating an emotional response, which may either fear, happiness, or sadness through a convincing story or an impassionate plea.
• L ogos  –  persuading the audience through the use of logic, figures, facts, and data in a speech.

Also very important when analyzing a speech is looking out for the use of stylistic devices such as the use of contrast in a statement, repetition (the rule of three using triads), irony, or even imagery by the Speaker.

8. Is the Intention of the Speech Achieved?

By analyzing a speech to see whether or not it has achieved its purpose, you may have to carry out some evaluations to ascertain if the Speech was successful.

•  Affected/impacted the target audience
• Fit into the occasion which it was delivered
• Is convincing
• Use of ethos, pathos, and logs was balanced
• The argument is valid or solid.

9. What is the overall result of the analysis of the Speech?

After a thorough evaluation of a speech, you should be able to come up with a complete summary of the speech analysis outcome. Obviously, this will come as a result of the analysis of the various parts and components of the Speech as mentioned by the various questions above.

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The next point of discussion is a practical example of how to make a speech analysis by using the nine-step approach shared. Before digging into that, let me add below some of the top related and interesting articles that can add to what you’re learning from this one. If any of the titles picks your interest, please click and open in a new tab, so you can check them out later. Enjoy!

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An Easy Guide to All 15 Types of Speech

Analyzing the I Have A Dream Speech by Martin Luther King Jr

In a bid to have a full understanding of how the various questions that should be considered when carrying out speech analysis work, we shall be considering the heroic Speech delivered by a civil rights leader – Martin Luther King Jr, on August 28, 1963, in front of the Lincoln Memorial Mall. 

Before we go straight into the analysis of the “ I Have A Dream ” Speech, let’s take a quick look at the context of the Speech. 

Exactly 100 years ago, the US President, Abraham Lincoln signed the Emancipation Proclamation of negro slaves in the US, and in 1963 in which the emancipation proclamation was due, it was time for negro slaves to gain absolute freedom and civil rights in the US. 

It was in response to this long-awaited dream come true that Martin Luther King Jr and other civil rights activists made the March on Washington in a peaceful protest to have the present parliament in 1963 to enact the emancipation proclamation and put an end to their years of captivity.

Related Article: The I Have A Dream Speech by Martin Luther King Jr (with Video+Audio+Full Transcript and Historical Context)

Alternatively, you can just watch the 17 minutes full Speech through the link below;

Below are some excerpts of the “I Have A Dream” speech by Martin Luther King Jr at the Lincoln National Mall, interspersed with my analytical thoughts in a bid to answer the 9 key questions you must ask when analyzing a speech.

The Speaker, in this case, is Martin Luther King Jr, who is a prominent negro civil rights activist fighting to secure freedom and emancipation for his fellow negroes.

The audience who are physically present and listening to Martin Luther’s “I Have A Dream” speech is majorly the African Americans who are also joining their voices in the fight for their emancipation. 

Also, present during the Speech are other “white” skin American citizens who are probably in support of the emancipation protest by the negroes.

However, it is evident that members of media were present to cover the event, and so it is obvious that the Speech was open to everyone who could have access to a live stream of the Speech

“And so, we’ve come to cash this check, a check that will give us upon demand the riches of freedom and the security of justice.”

From the excerpt above, it is obvious that Martin Luther’s Speech was a call demanding for the freedom and the enactment of the civil rights decree in favor of the negroes.

Although Dr. King’s Speech wasn’t divided into distinct parts with an introduction, body, and conclusion, the Speech is, however, seen to be coherent with a smooth flow of information. 

He started by reminding his fellow negroes about the history of the emancipation proclamation by Abraham Lincoln.

“Five score years ago, a great American, in whose symbolic shadow we stand today, signed the Emancipation Proclamation. This momentous decree came as a great beacon light of hope to millions of Negro slaves who had been seared in the flames of withering injustice. It came as a joyous daybreak to end the long night of their captivity.”

From there, the Speaker, Martin Luther, went further to remind his audience of the undue injustice and oppression the negroes were going through in various parts of America despite the vast national resources available for all to benefit from.

“But one hundred years later, the Negro still is not free. One hundred years later, the life of the Negro is still sadly crippled by the manacles of segregation and the chains of discrimination. One hundred years later, the Negro lives on a lonely island of poverty in the midst of a vast ocean of material prosperity. One hundred years later, the Negro is still languished in the corners of American society and finds himself an exile in his own land.”

Finally, as Martin Luther’s conclusion, there was a call to action for the emancipation and freedom of the negroes in every part of America by the then government.

“And so let freedom ring from the prodigious hilltops of New Hampshire. Let freedom ring from the mighty mountains of New York. Let freedom ring from the heightening Alleghenies of Pennsylvania. Let freedom ring from the snow-capped Rockies of Colorado. Let freedom ring from the curvaceous slopes of California. But not only that: Let freedom ring from Stone Mountain of Georgia. Let freedom ring from Lookout Mountain of Tennessee. Let freedom ring from every hill and molehill of Mississippi. From every mountainside, let freedom ring.”

From the content of Dr. King’s Speech, it is very obvious that the purpose of the Speech was to persuade the American government in 1963 to sign and enact the civil rights law that will bring absolute freedom and emancipation to the African American amongst them.

“We have also come to this hallowed spot to remind America of the fierce urgency of Now. This is no time to engage in the luxury of cooling off or to take the tranquillizing drug of gradualism. Now is the time to make real the promises of democracy. Now is the time to rise from the dark and desolate valley of segregation to the sunlit path of racial justice. Now is the time to lift our nation from the quicksands of racial injustice to the solid rock of brotherhood. Now is the time to make justice a reality for all of God’s children.”

Firstly, the circumstances that necessitated Martin Luther’s Speech was the undue segregation mated out to the negroes in America.

“There are those who are asking the devotees of civil rights, “When will you be satisfied?” We can never be satisfied as long as the Negro is the victim of the unspeakable horrors of police brutality. We can never be satisfied as long as our bodies, heavy with the fatigue of travel, cannot gain lodging in the motels of the highways and the hotels of the cities. We cannot be satisfied as long as a Negro in Mississippi cannot vote, and a Negro in New York believes he has nothing for which to vote. No, no, we are not satisfied, and we will not be satisfied until “justice rolls down like waters, and righteousness like a mighty stream.”

Also worthy of note and analysis is the geographical location where the Speech was delivered and the choice of such location. 

In this case, Martin Luther’s Speech was delivered at the Lincoln National Mall, just in front of the statue of Abraham Lincoln. And the choice of this place was to bring to mind the fact that about 100 years ago, Abraham Lincoln, whose statue is right behind the Speaker, signed the Emancipation Proclamation of the negroes in America.

The choice of the time at which the Speech was delivered was the perfect timing since it was precisely 100 years after the Emancipation Proclamation was made by Abraham Lincoln.

In an attempt to persuade and convince the audience of the need for the negro’s freedom and emancipation, Martin Luther employed pathos to stir up an emotional response of sadness about the undue injustice the negroes were going through;

“I have a dream that one day on the red hills of Georgia, the sons of former slaves and the sons of former slave owners will be able to sit down together at the table of brotherhood.”

“I am not unmindful that some of you have come here out of great trials and tribulations. Some of you have come fresh from narrow jail cells. And some of you have come from areas where your quest — quest for freedom left you battered by the storms of persecution and staggered by the winds of police brutality. You have been the veterans of creative suffering.”

Dr. King also employed logos to give data and figures that will support his call for the emancipation of the African Americans.

“Five score years ago, a great American, in whose symbolic shadow we stand today, signed the Emancipation Proclamation.”

He also invoked a sentiment of nostalgia and the figure of the President Abraham Lincoln, who he clearly calls a “Great American”, the man who signed and declared the emancipation of negroes, but also was hailed as a hero by both white and negroes.

I also noted the use of irony to express the supposed reasons why the negroes are undergoing injustice and segregation in America.

“But we refuse to believe that the bank of justice is bankrupt. We refuse to believe that there are insufficient funds in the great vaults of opportunity of this nation. And so, we’ve come to cash this check, a check that will give us upon demand the riches of freedom and the security of justice.”

Although the Speech wasn’t intended to convince or persuade the audience to accept or agree to the need for the emancipation of the negro, since the majority of the audience who present during the Speech were all civil rights activists protesting for the passage of the civil rights law.

However, the “I Have A Dream” speech by Martin Luther King can be said to have achieved its intentions, especially as it helped the African American to secure the passage of the civil rights law into effect later in 1964.

In summary, I think that the “I Have A Dream” speech by Martin Luther King Jr was a timely call for the freedom of the negroes in America after the successful completion of 100 years after the emancipation proclamation by Abraham Lincoln.

The choice of the geographical location for the Speech was apt, and it was the perfect place to call to mind the emancipation proclamation for the negroes.

The use of various speech techniques such as the use of pathos and logos by Martin Luther was a good way to connect with the audience and make them see the urgent need for why African Americans needed to secure civil rights in America. Finally, concluding his speech with a call for freedom to reign in every part of America, where the negroes were undergoing injustice, was a very good way in which Martin Luther King Jr used in ending his Speech.

• https://study.com/academy/lesson/practice-analyzing-and-interpreting-a-speech.html   
• http://sixminutes.dlugan.com/speech-evaluation-1-how-to-study-critique-speech/  
• http://jorgenboge.wikidot.com/how-to-analyze-a-speech
• http://www.readwritethink.org/files/resources/lesson_images/lesson885/speech-analysis.pdf  
• https://mannerofspeaking.org/speech-analyses/
• https://examples.yourdictionary.com/examples-of-ethos-logos-and-pathos.html
• https://www.theclassroom.com/write-irony-literary-essay-14211.html

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How to Analyse your Audience for a Speech

March 2, 2021 - Sophie Thompson

This article will teach you how to perform audience analysis for your speech or presentation and the different types of audience you might encounter. The type of audience affects the choice of language, humour, opening sentences, length and many more.

Here is a great overview from the  University of Pittsburgh :

Audience analysis involves identifying the audience and adapting a speech to their interests, level of understanding, attitudes, and beliefs. Taking an audience-cantered approach is important because a speaker’s effectiveness will be improved if the presentation is created and delivered in an appropriate manner. Identifying the audience through extensive research is often difficult, so audience adaptation often relies on the healthy use of imagination.

Four types of audience

This audience does not want to be listening to you. This could be for many reasons, from not liking the organisation you are representing, to wanting to get home and watch their favourite TV show.

They can be openly hostile and disagree with you. If audience analysis shows that you’ll be faced with this audience (e.g. you have the last slot of a busy day of presentation), consider the following:

• Work hard on  developing trust  and interest
• Construct your presentation from an area of agreement or point of disagreement
• Use plenty of references and data to back up your points
• Challenge them, ask questions during your speech and engage them

Speaking to a hostile audience? Make sure you understand the type of audience you will be up against and build you speech accordingly.

2. Critical

Often at technical conferences, you get critical people who believe they are extremely intelligent and relish the thought of proving part of your presentation incorrect. Use the following techniques:

• Use lots of evidence with strong references
• Argue both sides of the case, clearly stating pros and cons of each
• Try not to exaggerate, keep to the facts

3. Uninformed

This is the most common type of audience you will encounter. They might know a little about your presentation topic but certainly not in great detail.

• Open up with questions so you can understand the level of knowledge on your topic
• Spend a few slides going over the basics of your topic
• Use  simple language  and avoid acronyms
• Give basic facts and try to relate information to something people understand (e.g. if talking about space and using huge numbers, relate them to things people can comprehend)

4. Sympathetic

This audience is willing to listen and wants to be there. They can be interested in your topic, excited to see you talk (you might be a well-known figure in your speaking field), have an emotional attachment – these people are the easiest to persuade.

• Use the state of this audience to ask for help / funding etc.
• Trigger emotions which powerful stories

People checking their watches? Make sure you understand the situation your audience is in. If your presentation is the last of the day, you’ll most likely have a hostile audience. Take this into account and structure your speech accordingly.

Different personalities in a meeting

The following section discusses the four types of  audience personalities  and an audience analysis on them.

• Scrupulous about preparation before and after meetings
• Arrives on time, keeps to time and prevents drift
• Takes very detailed minutes and listens intently
• Reflects on discussion, makes considered contributions
• Drives decision making and ensures time is not wasted
• Cuts across distractions and leads meetings well
• Manages difficult people assertively
• Ensures the action plan is implemented
• Builds rapport easily and connects people together
• Remembers coffee, cake and connects people together
• Averts conflict, when it threatens
• Supports the team and leader fully
• Entertains, engages when in the limelight
• Challenges old way of thinking
• Generates creative ideas and opens new possibilities
• Tells the truth, brings on debate, breaks through niceties

Features of each personality:

Analytical  – 100% accurate, chronology, don’t rush, focus on facts, internally focussed, distant from others, systematic, critical

Driver  – 100% task, headlines, don’t waste time, focus on action, future focused, leading others, quick to decide, impatient

Amiable  – 100% social, relationships, don’t intimidate, focus on feelings, present focused, asks questions, dislike conflict, support, kind

Expressive  – 100% impulsive, vision & ideas, don’t limit, focus on themes, externally focused, makes statements, competitive & chaotic, unpredictable, energetic

How to gauge the audiences interest

Greet people before your speech.

This is a great way to perform early audience analysis. If possible, stand near the entrance and  greet people  as they come in. Ask them questions to gauge their level of knowledge and expectations. Example questions can be “what industry are working in?” and “how long they have been working at…”

Call and Response Technique

Ask carefully  prepared questions  at the beginning of you speech to understand the mood and experience of the audience. You could ask “Raise your hand if you have used a virtual reality headset before” for example.

Research the Event

Read up about the conference you are attending. Find out what the other presentations are about and how they might relate to your speech to give you a head start on audience analysis. This gives you an idea of how technical and prepared your audience might be.

For additional information on understanding your audience and audience analysis, read:

• Know your Audience: What it Takes to Persuade, Inspire and Motivate them
• Public Speaking: Know Your Audience

Key audience analysis factors

Audience expectations.

Different audiences can have completely  different expectations  about the topics and speaker. Ignoring these differences can have a negative effect on your speech. Imagine that you’re asked to speak at the memorial service for a close friend.

The audience will expect your speech to praise the life of the deceased. If you start talking about the flaws of the person, the audience is likely to react badly to it.

Knowledge of topic

You need to find out how much your audience already knows about your topic as an audiences knowledge can vary widely. Two ways to achieve this could be:

• Research who else is speaking at the event and the topics they are presenting (if it’s been made public)
• Gauge the type of people who will attend using the event website or social media profiles

Never overestimate the audience’s knowledge of a topic. If you start speaking about complex algorithms for robotics, but the listeners are not familiar with basic genetics, they’ll quickly lose interest and find something to distract themselves with.

On the other hand, drastically underestimating the audience’s knowledge may result in a speech that sounds condescending.

Presentation setting, such as what time you are presenting and style of the conference room, will influence audience’s ability and desire to listen.

Finding out ahead of time the different environment and situational factors. This will give you plenty of time to prepare for an audience of 1000 when you were expecting 50. You want to understand whether there will be a stage, where your slides will be shown, what technology is available to you, who is presenting before you and other factors.

Take into account the way that the setting will affect audience attention and participation. If you’re scheduled to speak at the end of the day, you’ll have to make the speech more entertaining and appear more enthusiasm to keep their attention.

Read more about how to  speak to an unruly crowd  if you’re stuck with an end of day presentation slot.

Audience size

Your speech will change depending on the size of the audience. In general, the larger the audience the more formal the presentation should be. Using everyday language when speaking to a group of 5 people is often appropriate.

However, you’ll need a well throughout structure and  literary techniques  when talking to 500 people. Large audiences often require that you use a microphone and speak from an elevated platform.

Attitude toward topic

Being able to understand the audiences attitudes about a topic will help you connect with them. Imagine you’re trying to convince people at a town hall to build a new college. You’ll be inclined to spend the majority of the speech giving reasons why a college would benefit the town.

If you find that the major worry was how much this would cost students, you can talk more about funding available to the students. The  persuasive power  of the speech is therefore directed at the most important obstacle to the building the college.

Demographics

The demographic factors of an audience include:

• Ethnic background
• Job or Career

These categories often underpin the individuals experiences and beliefs, so you should tailor your speech accordingly. Presenting at a conference in London will be a very different experience to presenting in Shanghai. The structure of your speech and words you use will probably be very different.

Using demographic factors to guide speech-making does not mean changing the goal of the speech for every different audience; rather, consider what pieces of information will be most important for members of different demographic groups.

Voluntariness

Audiences are either hostile, critical, uninformed or sympathetic. Knowing the difference will assist in establishing the content of your speech. It’s very hard to generate and maintain interest with a hostile audience. You’ll definitely want to know if you’re up against this so you can plan ahead for it.

Egocentrism

Most audience members are interested in things that directly affect them or their company. An effective speaker must be able to show their audience why the topic they are speaking on should be important to them.

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SOAPStone Strategy for Written Analysis

The SOAPSTone Strategy for Written Analysis is a simple method of rhetorical criticism designed to help with the process of analyzing texts, writing about written texts, and even planning for the writing of an original text. SOAPSTone is an acronym, standing for Speaker, Occasion, Audience, Purpose, Subject, and Tone. By utilizing the six parts of the SOAPSTone strategy, you can take nearly any written text (for example, a novel, journal article, speech, creative nonfiction piece, or any other written document) and develop a good sense for what the author was intending to do with the document and how audiences may (or may not) react to the text. See the graphic here, or read the description in larger text below.

Related: See the OPTIC Strategy for Visual Analysis

STEP 1: DETERMINE THE SPEAKER. Identify who is telling the story or giving the information. Is it an omniscient narrator, a character in the story, or the actual author? Why do you think the author chose that person to be the speaker? What details about this person are important to know?

STEP 2: RECOGNIZE THE OCCASION. The occasion refers to the time and place of the story or written document. When and where do the events take place? From what geographical and chronological context is the speaker thinking and acting? How does the time and place affect and inform the text? What details are given about the occasion in the text itself?

STEP 3: DESCRIBE THE AUDIENCE. Consider the primary, secondary, and even tertiary audiences of this text. Who was the text written for? Why was it written for them? What characteristics do you know about the audience and how do you know that the text was written with them in mind?

STEP 4: ESTABLISH THE PURPOSE. Why would the author write this particular text for the audience you noted above? Determine the meaning and message underlying the prose and ask yourself: what value does this give to my audience? What does the author think or hope the audience of the text will think about the text or do as a result of it? How does the author effectively (or ineffectively) make his or her purpose clear and realize the purpose’s goals?

STEP 5: INVESTIGATE THE SUBJECT. Knowing the audience and purpose of the document, in conjunction with the occasion and speaker allows you to better understand the subject or topic of the text. What is the author really getting at? What belies the story or prose, possibly providing a deeper meaning? What does the author reveal (or not reveal) when addressing the subject?

STEP 6: DISSECT THE TONE. Evaluate the word choice, organization, and rhetorical patterns in the prose. How do the textual elements make the audience feel? How does the author feel about the subject? Is the message heavy-handed, or is it subtle? What can you say about the syntactical construction and structure of the text in regards to tone?

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License:  Creative Commons Attribution license (reuse allowed) . Attribution: Audience Analysis by  COMMpadres Media. 

As an instructional designer, you will find yourself standing at the podium making instructional or informational presentations and communicating with groups of people in meetings and conferences and various other formal settings. Honing your leadership and presentation skills are a must for any professional scenario you are placed in.  This section will discuss the importance of conducting an audience analysis and tailoring your presentation/speech to your audience while leveraging your leadership skills.

Learning Objectives

• Describe the value of acknowledging your audience.
• Explain the importance of choosing a worthwhile topic.
• Explain how to adapt your speech to your audience’s needs.
• Explain the value of speaking with credibility.
• Describe how to gather and use demographic information.
• Explain how to gather and use psychographic information.
• Describe how to gather and use situational information.
• List several tools for gathering audience information.
• Create effective tools for gathering audience information
• Explain how you can use your audience analysis when you prepare a speech.
• Recognize how your audience analysis can help you alter your speech while speaking.

Why Conduct an Audience Analysis

Picture yourself in front of the audience, about to deliver your speech. This is the moment when your relationship with your audience begins, and the quality of this relationship will influence how receptive they will be to your ideas, or at least how willing they’ll be to listen to what you have to say. One of the best ways to initiate this relationship is by finding a way to acknowledge your audience. This can be as simple as establishing eye contact and thanking them for coming to hear your presentation. If they’ve braved bad weather, are missing a world-class sports event, or are putting up with an inconvenience such as a stuffy conference room, tell them how much you appreciate their presence in spite of the circumstances. This can go a long way toward getting them “on board” with your message.

Choosing a Worthwhile Topic

Your selection of a topic should reflect your regard for the audience. There is no universal list of good or bad topics, but you have an ethical responsibility to select a topic that will be worth listening to. As a student, you are probably sensitive to how unpleasant it would be to listen to a speech on a highly complex or technical topic that you found impossible to understand. However, have you considered that audiences do not want to waste their time or attention listening to a speech that is too simple? Many students find themselves tempted to choose an easy topic, or a topic they already know a great deal about. This is an understandable temptation; if you are like most students, you have many commitments and the demands on your time are considerable. Many experts encourage students to begin with something they already know. However, our experience tells us that students often do this simply to reduce their workload. For example, if the purpose of your speech is to inform or persuade students in your public speaking class, a topic such as fitness, drunk driving, the Greek system (campus fraternities and sororities), or credit card responsibility may be easy for you to address, but it is unlikely to go very far toward informing your audience, and in all likelihood, it will not be persuading them either. Instead, your audience members and your professor will quickly recognize that you were thinking of your own needs rather than those of your audience.

To avoid this trap, it behooves you to seek a topic that will be novel and interesting both for you and for your audience. It will also be important to do some credible research in order to ensure that even the most informed audience members will learn something from you. There are many topics that could provide a refreshing departure from your usual academic studies. Topics such as the Bermuda Triangle, biopiracy, the environmental niche of sharks, the green lifestyle, and the historic Oneida Community all provide interesting views of human and natural phenomena not usually provided in public education. Such topics might be more likely to hold the interest of your classroom audience than topics they’ve heard about time and time again.

You should be aware that your audience will not have the same set of knowledge that you do. For instance, if you are speaking about biopiracy, you should probably define it and give a clear example. If your speech is on the green lifestyle, it would be important to frame it as a realistic choice, not a goal so remote as to be hopeless. In each case, you should use audience analysis to consider how your audience will respond to you, your topic, and your message.

Nothing is more lamentable than a rhetorical actor who endeavors to make grandiose the impressions of others through the utilization of an elephantine albeit nonsensical argot—or nothing is worse than a speaker who tries to impress the audience with a giant vocabulary that no one understands. In the first portion of the preceding sentence, we pulled out as many polysyllabic words as we could find. Unfortunately, most people will just find the sentence wordy and the meaning will pass right over their heads. As such, we as public speakers must ensure that we are clear in what we say.

Make sure that you state your topic clearly at the outset, using words that your audience will understand. Letting them know what to expect from your speech shows consideration for them as listeners and lets them know that you value their time and attention.

Throughout your speech, define your terms clearly and carefully in order to avoid misleading or alarming people by mistake. Be careful not to use jargon or “insider” language that will exclude listeners who aren’t “in the know.” If you approach audience analysis in haste, you might find yourself presenting a speech with no clear message. You might avoid making any statements outright from fear of offending. It is much better to know to whom you’re speaking and to present a clear, decisive message that lets listeners know what you think.

Adapt Your Speech to Audience Needs

When preparing a speech for a classroom audience consisting of other students and your professor, you may feel that you know their interests and expectations fairly well. However, we learn public speaking in order to be able to address other audiences where we can do some good. In some cases, your audience might consist of young children who are not ready to accept the fact that a whale is not a fish or that the moon is always round even though it sometimes appears to be a crescent or a half circle. In other cases, your audience might include retirees living on fixed incomes and who therefore might not agree that raising local taxes is a vital “investment in the future.”

Even in an audience that appears to be homogeneous—composed of people who are very similar to one another—different listeners will understand the same ideas in different ways. Every member of every audience has his or her own frame of reference—the unique set of perspectives, experience, knowledge, and values belonging to every individual. An audience member who has been in a car accident caused by a drunk driver might not appreciate a lighthearted joke about barhopping. Similarly, stressing the importance of graduate school might be discouraging to audience members who don’t know whether they can even afford to stay in college to complete an undergraduate degree.

These examples illustrate why audience analysis—the process of learning all you reasonably can about your audience—is so centrally important. Audience analysis includes consideration of demographic information, such as the gender, age range, marital status, race, and ethnicity of the people in your audience. Another, perhaps less obvious, demographic factor is socioeconomic status, which refers to a combination of characteristics including income, wealth, level of education, and occupational prestige. Each of these dimensions gives you some information about which kinds of topics, and which aspects of various topics, will be well received.

Suppose you are preparing to give an informative speech about early childhood health care. If your audience is a group of couples who have each recently had a new baby and who live in an affluent suburb, you can expect that they will be young adults with high socioeconomic status; they will likely be eager to know about the very best available health care for their children, whether they are healthy or have various medical problems. In contrast, if your audience is a group of nurses, they may differ in age, but will be similar in education and occupational prestige. They will already know quite a lot about the topic, so you will want to find an aspect that may be new for them, such as community health care resources for families with limited financial resources or for referring children with special needs. As another example, if you are addressing a city council committee that is considering whether to fund a children’s health care initiative, your audience is likely to have very mixed demographics.

Audience analysis also takes into account what market researchers call psychographic information, which is more personal and more difficult to predict than demographics. Psychographic information involves the beliefs, attitudes, and values that your audience members embrace. Respecting your audience means that you avoid offending, excluding, or trivializing the beliefs and values they hold. Returning to the topic of early childhood health care, you can expect new parents to be passionate about wanting the best for their child. The psychographics of a group of nurses would revolve around their professional competence and the need to provide “standard of care” for their patients. In a city council committee meeting, the topic of early childhood health care may be a highly personal and emotional issue for some of your listeners, while for others it may be strictly a matter of dollars and cents.

Consider Audience Diversity

Diversity is a key dimension of audience membership and, therefore, of audience analysis. While the term “diversity” is often used to refer to racial and ethnic minorities, it is important to realize that audiences can be diverse in many other ways as well. Being mindful of diversity means being respectful of all people and striving to avoid racism, ethnocentrism, sexism, ageism, elitism, and other assumptions. An interesting “ism” that is not often mentioned is chronocentrism, or the assumption that people today are superior to people who lived in earlier eras (Russell, 1991).

Sociologists John R. Logan and Wenquan Zhang analyzed racial and ethnic diversity in US cities and observed a pattern that rewrites the traditional “rules” of neighborhood change (Logan & Zhang, 2010). Whereas in our grandparents’ day a racially mixed neighborhood was one with African American and white residents, in recent decades, many more people from a variety of Asian and Latin American countries have immigrated to the United States. As a result, many cities have neighborhoods that are richly diverse with Asian, Hispanic, and African American cultural influences as well as those of white European Americans. Each cultural group consists of people from many communities and occupations. Each cultural group came to the United States for different reasons and came from different communities and occupations within their original cultures. Even though it can be easy to assume that people from a culture are exactly like each other, we undermine our credibility when we create our message as though members of these cultures are carbon copies of each other.

One of the author’s classes included two students from China. During a discussion of cultural similarity and difference, one remarked, “I thought we would have the same tastes in food because we are both from China, but she likes different spices and cooking techniques than I do.”

While race, ethnicity, and culture may be relatively visible aspects of diversity, there are many other aspects that are less obvious, so your audience is often more diverse than you might initially think. Suppose you are going to give a talk on pool safety to residents of a very affluent suburban community—will all your audience members be wealthy? No. There might be some who are unemployed, some who are behind on their mortgage payments, some who live in rented rooms, not to mention some who work as babysitters or housekeepers. Furthermore, if your listeners have some characteristic in common, it doesn’t mean that they all think alike. For instance, if your audience consists of people who are members of military families, don’t assume that they all have identical beliefs about national security. If there are many business students in your audience, don’t assume they all agree about the relative importance of ethics and profits. Instead, recognize that a range of opinion exists.

This is where the frame of reference we mentioned earlier becomes an important concept. People have a wide variety of reasons for making the choices they make and for doing the things they do. For instance, a business student, while knowing that profitability is important, might have a strong interest in green lifestyles, low energy use, and alternative energy sources, areas of economic development that might require a great deal of investment before profits are realized. In fact, some business students may want to be involved in a paradigm shift away from “business as usual.”

These examples illustrate how important it is to use audience analysis to avoid stereotyping—taking for granted that people with a certain characteristic in common have the same likes, dislikes, values, and beliefs. All members of our audiences deserve to have the same sensitivity and the same respect extended to them as unique individuals. Respecting diversity is not merely a responsibility within public speaking; it should be a responsibility we strive to embrace in all our human interactions.

Avoid Offending Your Audience

It might seem obvious that speakers should use audience analysis to avoid making offensive remarks, but even very experienced speakers sometimes forget this basic rule. If you were an Anglo-American elected official addressing a Latino audience, would you make a joke about a Mexican American person’s name sounding similar to the name of a popular brand of tequila? In fact, a state governor did just that in June 2011. Not suprisingly, news organizations covering the event reported that the joke fell flat (Shahid, 2011). People are members of groups they didn’t choose and can’t change. We didn’t choose our race, ethnicity, sex, age, sexual orientation, intellectual potential, or appearance. We already know that jokes aimed at people because of their membership in these groups are not just politically incorrect but also ethically wrong.

It is not only insensitive humor that can offend an audience. Speakers also need to be aware of language and nonverbal behaviors that state or imply a negative message about people based on their various membership groups. Examples include language that suggests that all scientists are men, that all relationships are heterosexual, or that all ethnic minorities are unpatriotic. By the same token, we should avoid embedding assumptions about people in our messages. Even the most subtle suggestion may not go unnoticed. For example, if, in your speech, you assume that elderly people are frail and expensively medicated, you may offend people whose elder loved ones do not conform in any way to your assumptions.

Scholars Samovar and McDaniel tell us that ethical language choices require four guidelines:

• Be accurate; present the facts accurately.
• Be aware of the emotional impact; make sure that you don’t manipulate feelings.
• Avoid hateful words; refrain from language that disparages or belittles people.
• Be sensitive to the audience; know how audience members prefer to be identified (e.g., Native American instead of Indian, women instead of girls, African American instead of black, disabled instead of crippled) (Samovar & McDaniel, 2007).

If you alienate your audience, they will stop listening. They will refuse to accept your message, no matter how true or important it is. They might even become hostile. If you fail to recognize the complexity of your audience members and if you treat them as stereotypes, they will resent your assumptions and doubt your credibility.

Ethical Speaking is Sincere Speaking

Ethos is the term Aristotle used to refer to what we now call credibility: the perception that the speaker is honest, knowledgeable, and rightly motivated. Your ethos, or credibility, must be established as you build rapport with your listeners. Have you put forth the effort to learn who they are and what you can offer to them in your speech? Do you respect them as individual human beings? Do you respect them enough to serve their needs and interests? Is your topic relevant and appropriate for them? Is your approach honest and sensitive to their preexisting beliefs? Your ability to answer these questions in a constructive way must be based on the best demographic and psychographic information you can use to learn about your listeners.

The audience needs to know they can trust the speaker’s motivations, intentions, and knowledge. They must believe that the speaker has no hidden motives, will not manipulate or trick them, and has their best interests at heart.

In order to convey regard and respect for the audience, you must be sincere. You must examine the motives behind your topic choice, the true purpose of your speech, and your willingness to do the work of making sure the content of the speech is true and represents reality. This can be difficult for students who face time constraints and multiple demands on their efforts. However, the attitude you assume for this task represents, in part, the kind of professional, citizen, parent, and human being you want to be. Even if you’ve given this issue little thought up to now, you can examine your motives and the integrity of your research and message construction. Ethically, you should.

Types of Audience Analysis

While audience analysis does not guarantee against errors in judgment, it will help you make good choices in topic, language, style of presentation, and other aspects of your speech. The more you know about your audience, the better you can serve their interests and needs. There are certainly limits to what we can learn through information collection, and we need to acknowledge that before making assumptions, but knowing how to gather and use information through audience analysis is an essential skill for successful speakers.

Demographic Analysis

As indicated earlier, demographic information includes factors such as gender, age range, marital status, race and ethnicity, and socioeconomic status. In your public speaking class, you probably already know how many students are male and female, their approximate ages, and so forth. But how can you assess the demographics of an audience ahead of time if you have had no previous contact with them? In many cases, you can ask the person or organization that has invited you to speak; it’s likely that they can tell you a lot about the demographics of the people who are expected to come to hear you.

Whatever method you use to gather demographics, exercise respect from the outset. For instance, if you are collecting information about whether audience members have ever been divorced, be aware that not everyone will want to answer your questions. You can’t require them to do so, and you may not make assumptions about their reluctance to discuss the topic. You must allow them their privacy.

There are certain things you can learn about an audience based on age. For instance, if your audience members are first-year college students, you can assume that they have grown up in the post-9/11 era and have limited memory of what life was like before the “war on terror.” If your audience includes people in their forties and fifties, it is likely they remember a time when people feared they would contract the AIDS virus from shaking hands or using a public restroom. People who are in their sixties today came of age during the 1960s, the era of the Vietnam War and a time of social confrontation and experimentation. They also have frames of reference that contribute to the way they think, but it may not be easy to predict which side of the issues they support

Gender can define human experience. Clearly, most women have had a different cultural experience from that of men within the same culture. Some women have found themselves excluded from certain careers. Some men have found themselves blamed for the limitations imposed on women. In books such as You Just Don’t Understand and Talking from 9 to 5, linguist Deborah Tannen has written extensively on differences between men’s and women’s communication styles. Tannen explains, “This is not to say that all women and all men, or all boys and girls, behave any one way. Many factors influence our styles, including regional and ethnic backgrounds, family experience and individual personality. But gender is a key factor, and understanding its influence can help clarify what happens when we talk” (Tannen, 1994).

Marriage tends to impose additional roles on both men and women and divorce even more so, especially if there are children. Even if your audience consists of young adults who have not yet made occupational or marital commitments, they are still aware that gender and the choices they make about issues such as careers and relationships will influence their experience as adults.

In past generations, Americans often used the metaphor of a “melting pot” to symbolize the assimilation of immigrants from various countries and cultures into a unified, harmonious “American people.” Today, we are aware of the limitations in that metaphor, and have largely replaced it with a multiculturalist view that describes the American fabric as a “patchwork” or a “mosaic.” We know that people who immigrate do not abandon their cultures of origin in order to conform to a standard American identity. In fact, cultural continuity is now viewed as a healthy source of identity.

We also know that subcultures and cocultures exist within and alongside larger cultural groups. For example, while we are aware that Native American people do not all embrace the same values, beliefs, and customs as mainstream white Americans, we also know that members of the Navajo nation have different values, beliefs, and customs from those of members of the Sioux or the Seneca. We know that African American people in urban centers like Detroit and Boston do not share the same cultural experiences as those living in rural Mississippi. Similarly, white Americans in San Francisco may be culturally rooted in the narrative of distant ancestors from Scotland, Italy, or Sweden or in the experience of having emigrated much more recently from Australia, Croatia, or Poland.

Not all cultural membership is visibly obvious. For example, people in German American and Italian American families have widely different sets of values and practices, yet others may not be able to differentiate members of these groups. Differences are what make each group interesting and are important sources of knowledge, perspectives, and creativity.

There is wide variability in religion as well. The Pew Forum on Religion and Public Life found in a nationwide survey that 84 percent of Americans identify with at least one of a dozen major religions, including Christianity, Judaism, Buddhism, Islam, Hinduism, and others. Within Christianity alone, there are half a dozen categories including Roman Catholic, Mormon, Jehovah’s Witness, Orthodox (Greek and Russian), and a variety of Protestant denominations. Another 6 percent said they were unaffiliated but religious, meaning that only one American in ten is atheist, agnostic, or “nothing in particular” (Pew Forum on Religion & Public Life, 2008).

Even within a given denomination, a great deal of diversity can be found. For instance, among Roman Catholics alone, there are people who are devoutly religious, people who self-identify as Catholic but do not attend mass or engage in other religious practices, and others who faithfully make confession and attend mass but who openly question Papal doctrine on various issues. Catholicism among immigrants from the Caribbean and Brazil is often blended with indigenous religion or with religion imported from the west coast of Africa. It is very different from Catholicism in the Vatican.

The dimensions of diversity in the religion demographic are almost endless, and they are not limited by denomination. Imagine conducting an audience analysis of people belonging to an individual congregation rather than a denomination: even there, you will most likely find a multitude of variations that involve how one was brought up, adoption of a faith system as an adult, how strictly one observes religious practices, and so on.

Yet, even with these multiple facets, religion is still a meaningful demographic lens. It can be an indicator of probable patterns in family relationships, family size, and moral attitudes.

Group Membership

In your classroom audience alone, there will be students from a variety of academic majors. Every major has its own set of values, goals, principles, and codes of ethics. A political science student preparing for law school might seem to have little in common with a student of music therapy, for instance. In addition, there are other group memberships that influence how audience members understand the world. Fraternities and sororities, sports teams, campus organizations, political parties, volunteerism, and cultural communities all provide people with ways of understanding the world as it is and as we think it should be.

Because public speaking audiences are very often members of one group or another, group membership is a useful and often easy to access facet of audience analysis. The more you know about the associations of your audience members, the better prepared you will be to tailor your speech to their interests, expectations, and needs.

Education is expensive, and people pursue education for many reasons. Some people seek to become educated, while others seek to earn professional credentials. Both are important motivations. If you know the education levels attained by members of your audience, you might not know their motivations, but you will know to what extent they could somehow afford the money for an education, afford the time to get an education, and survive educational demands successfully.

The kind of education is also important. For instance, an airplane mechanic undergoes a very different kind of education and training from that of an accountant or a software engineer. This means that not only the attained level of education but also the particular field is important in your understanding of your audience.

People choose occupations for reasons of motivation and interest, but their occupations also influence their perceptions and their interests. There are many misconceptions about most occupations. For instance, many people believe that teachers work an eight-hour day and have summers off. When you ask teachers, however, you might be surprised to find out that they take work home with them for evenings and weekends, and during the summer, they may teach summer school as well as taking courses in order to keep up with new developments in their fields. But even if you don’t know those things, you would still know that teachers have had rigorous generalized and specialized qualifying education, that they have a complex set of responsibilities in the classroom and the institution, and that, to some extent, they have chosen a relatively low-paying occupation over such fields as law, advertising, media, fine and performing arts, or medicine. If your audience includes doctors and nurses, you know that you are speaking to people with differing but important philosophies of health and illness. Learning about those occupational realities is important in avoiding wrong assumptions and stereotypes. We insist that you not assume that nurses are merely doctors “lite.” Their skills, concerns, and responsibilities are almost entirely different, and both are crucially necessary to effective health care.

Psychographic Analysis

Earlier, we mentioned psychographic information, which includes such things as values, opinions, attitudes, and beliefs. Authors Grice and Skinner present a model in which values are the basis for beliefs, attitudes, and behaviors (Grice & Skinner, 2009). Values are the foundation of their pyramid model. They say, “A value expresses a judgment of what is desirable and undesirable, right and wrong, or good and evil. Values are usually stated in the form of a word or phrase. For example, most of us probably share the values of equality, freedom, honesty, fairness, justice, good health, and family. These values compose the principles or standards we use to judge and develop our beliefs, attitudes, and behaviors.”

It is important to recognize that, while demographic information is fairly straightforward and verifiable, psychographic information is much less clear-cut. Two different people who both say they believe in equal educational opportunity may have very different interpretations of what “equal opportunity” means. People who say they don’t buy junk food may have very different standards for what specific kinds of foods are considered “junk food.”

We also acknowledge that people inherit some values from their family upbringing, cultural influences, and life experiences. The extent to which someone values family loyalty and obedience to parents, thrift, humility, and work may be determined by these influences more than by individual choice.

Psychographic analysis can reveal preexisting notions that limit your audience’s frame of reference. By knowing about such notions ahead of time, you can address them in your speech. Audiences are likely to have two basic kinds of preexisting notions: those about the topic and those about the speaker.

Preexisting Notions about Your Topic

Many things are a great deal more complex than we realize. Media stereotypes often contribute to our oversimplifications. For instance, one of your authors, teaching public speaking in the past decade, was surprised to hear a student claim that “the hippies meant well, but they did it wrong.” Aside from the question of the “it” that was done wrong, there was a question about how little the student actually knew about the diverse hippy cultures and their aspirations. The student seemed unaware that some of “the hippies” were the forebears of such things as organic bakeries, natural food co-ops, urban gardens, recycling, alternative energy, wellness, and other arguably positive developments.

It’s important to know your audience in order to make a rational judgment about how their views of your topic might be shaped. In speaking to an audience that might have differing definitions, you should take care to define your terms in a clear, honest way.

At the opposite end from oversimplification is the level of sophistication your audience might embody. Your audience analysis should include factors that reveal it. Suppose you are speaking about trends in civil rights in the United States. You cannot pretend that advancement of civil rights is virtually complete nor can you claim that no progress has been made. It is likely that in a college classroom, the audience will know that although much progress has been made, there are still pockets of prejudice, discrimination, and violence. When you speak to an audience that is cognitively complex, your strategy must be different from one you would use for an audience that is less educated in the topic. With a cognitively complex audience, you must acknowledge the overall complexity while stating that your focus will be on only one dimension. With an audience that’s uninformed about your topic, that strategy in a persuasive speech could confuse them; they might well prefer a black-and-white message with no gray areas. You must decide whether it is ethical to represent your topic this way.

When you prepare to do your audience analysis, include questions that reveal how much your audience already knows about your topic. Try to ascertain the existence of stereotyped, oversimplified, or prejudiced attitudes about it. This could make a difference in your choice of topic or in your approach to the audience and topic.

Preexisting Notions about You

People form opinions readily. For instance, we know that students form impressions of teachers the moment they walk into our classrooms on the first day. You get an immediate impression of our age, competence, and attitude simply from our appearance and nonverbal behavior. In addition, many have heard other students say what they think of us.

The same is almost certainly true of you. But it’s not always easy to get others to be honest about their impressions of you. They’re likely to tell you what they think you want to hear. Sometimes, however, you do know what others think. They might think of you as a jock, a suit-wearing conservative, a nature lover, and so on. Based on these impressions, your audience might expect a boring speech, a shallow speech, a sermon, and so on. However, your concern should still be serving your audience’s needs and interests, not debunking their opinions of you or managing your image. In order to help them be receptive, you address their interests directly, and make sure they get an interesting, ethical speech.

Situational Analysis

The next type of analysis is called the situational audience analysis because it focuses on characteristics related to the specific speaking situation. The situational audience analysis can be divided into two main questions:

• How many people came to hear my speech and why are they here? What events, concerns, and needs motivated them to come? What is their interest level, and what else might be competing for their attention?
• What is the physical environment of the speaking situation? What is the size of the audience, layout of the room, existence of a podium or a microphone, and availability of digital media for visual aids? Are there any distractions, such as traffic noise?

Audience Size

In a typical class, your audience is likely to consist of twenty to thirty listeners. This audience size gives you the latitude to be relatively informal within the bounds of good judgment. It isn’t too difficult to let each audience member feel as though you’re speaking to him or her. However, you would not become so informal that you allow your carefully prepared speech to lapse into shallow entertainment. With larger audiences, it’s more difficult to reach out to each listener, and your speech will tend to be more formal, staying more strictly within its careful outline. You will have to work harder to prepare visual and audio material that reaches the people sitting at the back of the room, including possibly using amplification.

There are many occasions for speeches. Awards ceremonies, conventions and conferences, holidays, and other celebrations are some examples. However, there are also less joyful reasons for a speech, such as funerals, disasters, and the delivery of bad news. As always, there are likely to be mixed reactions. For instance, award ceremonies are good for community and institutional morale, but we wouldn’t be surprised to find at least a little resentment from listeners who feel deserving but were overlooked. Likewise, for a speech announcing bad news, it is likely that at least a few listeners will be glad the bad news wasn’t even worse. If your speech is to deliver bad news, it’s important to be honest but also to avoid traumatizing your audience. For instance, if you are a condominium board member speaking to a residents’ meeting after the building was damaged by a hurricane, you will need to provide accurate data about the extent of the damage and the anticipated cost and time required for repairs. At the same time, it would be needlessly upsetting to launch into a graphic description of injuries suffered by people, animals, and property in neighboring areas not connected to your condomium complex.

Some of the most successful speeches benefit from situational analysis to identify audience concerns related to the occasion. For example, when the president of the United States gives the annual State of the Union address, the occasion calls for commenting on the condition of the nation and outlining the legislative agenda for the coming year. The speech could be a formality that would interest only “policy wonks,” or with the use of good situational audience analysis, it could be a popular event reinforcing the connection between the president and the American people. In January 2011, knowing that the United States’ economy was slowly recovering and that jobless rates were still very high, President Barack Obama and his staff knew that the focus of the speech had to be on jobs. Similarly, in January 2003, President George W. Bush’s State of the Union speech focused on the “war on terror” and his reasons for justifying the invasion of Iraq. If you look at the history of State of the Union Addresses, you’ll often find that the speeches are tailored to the political, social, and economic situations facing the United States at those times.

Voluntary Audience

A voluntary audience gathers because they want to hear the speech, attend the event, or participate in an event. A classroom audience, in contrast, is likely to be a captive audience. Captive audiences are required to be present or feel obligated to do so. Given the limited choices perceived, a captive audience might give only grudging attention. Even when there’s an element of choice, the likely consequences of nonattendance will keep audience members from leaving. The audience’s relative perception of choice increases the importance of holding their interest.

Whether or not the audience members chose to be present, you want them to be interested in what you have to say. Almost any audience will be interested in a topic that pertains directly to them. However, your audience might also be receptive to topics that are indirectly or potentially pertinent to their lives. This means that if you choose a topic such as advances in the treatment of spinal cord injury or advances in green technology, you should do your best to show how these topics are potentially relevant to their lives or careers.

However, there are some topics that appeal to audience curiosity even when it seems there’s little chance of direct pertinence. For instance, topics such as Blackbeard the pirate or ceremonial tattoos among the Maori might pique the interests of various audiences. Depending on the instructions you get from your instructor, you can consider building an interesting message about something outside the daily foci of our attention.

Physical Setting

The physical setting can make or break even the best speeches, so it is important to exercise as much control as you can over it. In your classroom, conditions might not be ideal, but at least the setting is familiar. Still, you know your classroom from the perspective of an audience member, not a speaker standing in the front—which is why you should seek out any opportunity to rehearse your speech during a minute when the room is empty. If you will be giving your presentation somewhere else, it is a good idea to visit the venue ahead of time if at all possible and make note of any factors that will affect how you present your speech. In any case, be sure to arrive well in advance of your speaking time so that you will have time to check that the microphone works, to test out any visual aids, and to request any needed adjustments in lighting, room ventilation, or other factors to eliminate distractions and make your audience more comfortable.

Conducting an Audience Analysis

Now that we have described what audience analysis is and why it is important, let’s examine some details of how to conduct it. Exactly how can you learn about the people who will make up your audience?

Direct Observation

One way to learn about people is to observe them. By observing nonverbal patterns of behavior, you can learn a great deal as long as you are careful how you interpret the behaviors. For instance, do people greet each other with a handshake, a hug, a smile, or a nod? Do members of opposite sexes make physical contact? Does the setting suggest more conservative behavior? By listening in on conversations, you can find out the issues that concern people. Are people in the campus center talking about political unrest in the Middle East? About concerns over future Pell Grant funding? We suggest that you consider the ethical dimensions of eavesdropping, however. Are you simply overhearing an open conversation, or are you prying into a highly personal or private discussion?

Interviews and Surveys

Because your demographic analysis will be limited to your most likely audience, your most accurate way to learn about them is to seek personal information through interviews and surveys. An interview is a one-on-one exchange in which you ask questions of a respondent, whereas a survey is a set of questions administered to several—or, preferably, many—respondents. Interviews may be conducted face-to-face, by phone, or by written means, such as texting. They allow more in-depth discussion than surveys, and they are also more time consuming to conduct. Surveys are also sometimes conducted face-to-face or by phone, but online surveys are increasingly common. You may collect and tabulate survey results manually, or set up an automated online survey through the free or subscription portals of sites like Survey Monkey and Zoomerang. Using an online survey provides the advantage of keeping responses anonymous, which may increase your audience members’ willingness to participate and to answer personal questions. Surveys are an efficient way to collect information quickly; however, in contrast to interviews, they don’t allow for follow-up questions to help you understand why your respondent gave a certain answer.

When you use interviews and surveys, there are several important things to keep in mind:

• Make sure your interview and survey questions are directly related to your speech topic. Do not use interviews to delve into private areas of people’s lives. For instance, if your speech is about the debate between creationism and evolution, limit your questions to their opinions about that topic; do not meander into their beliefs about sexual behavior or their personal religious practices.
• Create and use a standard set of questions. If you “ad lib” your questions so that they are phrased differently for different interviewees, you will be comparing “apples and oranges” when you compare the responses you’ve obtained.
• Keep interviews and surveys short, or you could alienate your audience long before your speech is even outlined. Tell them the purpose of the interview or survey and make sure they understand that their participation is voluntary.
• Don’t rely on just a few respondents to inform you about your entire audience. In all likelihood, you have a cognitively diverse audience. In order to accurately identify trends, you will likely need to interview or survey at least ten to twenty people.

In addition, when you conduct interviews and surveys, keep in mind that people are sometimes less than honest in describing their beliefs, attitudes, and behavior. This widely recognized weakness of interviews and survey research is known as socially desirable responding: the tendency to give responses that are considered socially acceptable. Marketing professor Ashok Lalwani divides socially desirable responding into two types: (1) impression management, or intentionally portraying oneself in a favorable light and (2) self-deceptive enhancement, or exaggerating one’s good qualities, often unconsciously (Lalwani, 2009).

You can reduce the effects of socially desirable responding by choosing your questions carefully. As marketing consultant Terry Vavra advises, “one should never ask what one can’t logically expect respondents to honestly reveal” (Vavra, 2009). For example, if you want to know audience members’ attitudes about body piercing, you are likely to get more honest answers by asking “Do you think body piercing is attractive?” rather than “How many piercings do you have and where on your body are they located?”

Focus Groups

A focus group is a small group of people who give you feedback about their perceptions. As with interviews and surveys, in a focus group you should use a limited list of carefully prepared questions designed to get at the information you need to understand their beliefs, attitudes, and values specifically related to your topic.

If you conduct a focus group, part of your task will be striking a balance between allowing the discussion to flow freely according to what group members have to say and keeping the group focused on the questions. It’s also your job to guide the group in maintaining responsible and respectful behavior toward each other.

In evaluating focus group feedback, do your best to be receptive to what people had to say, whether or not it conforms to what you expected. Your purpose in conducting the group was to understand group members’ beliefs, attitudes, and values about your topic, not to confirm your assumptions.

Using Existing Data about Your Audience

Occasionally, existing information will be available about your audience. For instance, if you have a student audience, it might not be difficult to find out what their academic majors are. You might also be able to find out their degree of investment in their educations; for instance, you could reasonably assume that the seniors in the audience have been successful students who have invested at least three years pursuing a higher education. Sophomores have at least survived their first year but may not have matched the seniors in demonstrating strong values toward education and the work ethic necessary to earn a degree.

In another kind of an audience, you might be able to learn other significant facts. For instance, are they veterans? Are they retired teachers? Are they members of a voluntary civic organization such as the Lions Club or Mothers Against Drunk Driving (MADD)? This kind of information should help you respond to their concerns and interests.

In other cases, you may be able to use demographics collected by public and private organizations. Demographic analysis is done by the US Census Bureau through the American Community Survey, which is conducted every year, and through other specialized demographic surveys (Bureau of the Census, 2011; Bureau of the Census, 2011). The Census Bureau analysis generally captures information about people in all the regions of the United States, but you can drill down in census data to see results by state, by age group, by gender, by race, and by other factors.

Demographic information about narrower segments of the United States, down to the level of individual zip codes, is available through private organizations such as The Nielsen Company (http://www.claritas.com/MyBestSegments/Default.jsp?ID=20&SubID=&pageName=ZIP%2BCode%2BLook-up), Sperling’s Best Places (http://www.bestplaces.net), and Point2Homes (http://homes.point2.com). Sales and marketing professionals use this data, and you may find it useful for your audience analysis as well.

Using Your Audience Analysis

A good audience analysis takes time, thought, preparation, implementation, and processing. If done well, it will yield information that will help you interact effectively with your audience. Professional speakers, corporate executives, sales associates, and entertainers all rely on audience analysis to connect with their listeners. So do political candidates, whose chances of gaining votes depend on crafting the message and mood to appeal to each specific audience. One audience might be preoccupied with jobs, another with property taxes, and another with crime. Similarly, your audience analysis should help you identify the interests of your audience. Ultimately, a successful audience analysis can guide you in preparing the basic content of your speech and help you adjust your speech “on the fly.”

Prepare Content with Your Audience in Mind

The first thing a good audience analysis can do is help you focus your content for your specific audience. If you are planning on a delivering a persuasive speech on why people should become vegans and you find out through analysis that half of your audience are daughters and sons of cattle ranchers, you need to carefully think through your approach to the content. Maybe you’ll need to tweak your topic to focus on just the benefits of veganism without trying to persuade the audience explicitly. The last thing you want to do as a speaker is stand before an audience who is highly negative toward your topic before you ever open your mouth. While there will always be some naysayers in any audience, if you think through your topic with your audience in mind, you may be able to find a topic that will be both interesting to you as a speaker and beneficial to your audience as well.

In addition to adjusting the topic of your speech prior to the speaking event, you can also use your audience analysis to help ensure that the content of your speech will be as clear and understandable as humanly possible. We can use our audience analysis to help sure that we are clear.

One area of clarity to be careful of is the use of idioms your audience may not know. An idiom is a word or phrase where the meaning cannot be predicted from normal, dictionary definitions. Many idioms are culturally or temporally based. For example, the phrase “according to Hoyle” indicates that something is done “by the book” or “by the rules,” as in “These measurements aren’t according to Hoyle, but they’re close enough to give a general idea.” Most of us have no clue who Hoyle was or what this idiom means. It refers to Edmond Hoyle, who wrote some of the most popular card-playing rule books back in the 1700s in England. Today, card game enthusiasts may understand the intent of “according to Hoyle,” but for most people it no longer carries specific meaning. When thinking about your speech, be careful not to accidentally use idioms that you find commonplace but your audience may not.

Adjusting Your Speech Based on Your Analysis

In addition to using audience analysis to help formulate speech content, we can also use our audience analysis to make adjustments during the actual speech. These adjustments can pertain to the audience and to the physical setting.

The feedback you receive from your audience during your speech is a valuable indication of ways to adjust your presentation. If you’re speaking after lunch and notice audience members looking drowsy, you can make adjustments to liven up the tone of your speech. You could use humor. You could raise your voice slightly. You could pose some questions and ask for a show of hands to get your listeners actively involved. As another example, you may notice from frowns and headshaking that some listeners aren’t convinced by the arguments you are presenting. In this case, you could spend more time on a specific area of your speech and provide more evidence than you originally intended. Good speakers can learn a lot by watching their audience while speaking and then make specific adjustments to both the content and delivery of the speech to enhance the speech’s ultimate impact.

The second kind of adjustment has to do with the physical setting for your speech. For example, your situational analysis may reveal that you’ll be speaking in a large auditorium when you had expected a nice, cozy conference room. If you’ve created visual aids for a small, intimate environment, you may have to omit it, or tell your listeners that they can view it after the presentation. You may also need to account for a microphone. If you’re lucky enough to have a cordless microphone, then you won’t have to make too many adjustments to your speaking style. If, on the other hand, the microphone is corded or is attached to an unmovable podium, you’ll have to make adjustments to how you deliver the presentation.

In preparing a speech about wealth distribution in the United States, one of our students had the opposite problem. Anticipating a large room, she had planned to use a one-hundred-foot tape measure to illustrate the percentage of the nation’s wealth owned by the top one-fifth of the population. However, when she arrived she found that the room was only twelve by twenty feet, so that she had to walk back and forth zigzagging the tape from end to end to stretch out one hundred feet. Had she thought more creatively about how to adapt to the physical setting, she could have changed her plans to use just ten feet of the tape measure to symbolize 100 percent of the wealth.

• Ethos is the term Aristotle used to refer to what we now call credibility: the perception that the speaker is honest, knowledgeable, and rightly motivated.
• Demographic information includes factors such as gender, age range, marital status, race and ethnicity, and socioeconomic status.
• Psychographic information, which includes such things as values, opinions, attitudes, and beliefs.
• Situational Audience Analys is because it focuses on characteristics related to the specific speaking situation.
• Voluntary Audiences gather because they want to hear the speech, attend the event, or participate in an event.
• Captive Audiences are required to be present or feel obligated to do so.

Key Takeaways

• Audience analysis should be conducted so you can acknowledge your audience and their beliefs, knowledge, and attitudes.
• Audience analysis should guide your choice of a topic so that you select a topic that is relevant and useful to them. Controversial topics can be excellent topics, but be sure to consider your audience when selecting your topic and deciding how to approach it.
• Audience analysis requires that you adapt to the needs of your audience; this includes considering cultural diversity, making your message clear, avoiding offensive remarks, and speaking with sincerity.
• While the term “diversity” is often used to refer to racial and ethnic minorities, it is important to realize that audiences can be diverse in many other ways as well. Being mindful of diversity means being respectful of all people and striving to avoid racism, ethnocentrism, sexism, ageism, elitism, and other assumptions.
• Demographic audience analysis focuses on group memberships of audience members. Another element of audience is psychographic information, which focuses on audience attitudes, beliefs, and values.
• Situational analysis of the occasion, physical setting, and other factors are also critical to effective audience analysis.
• Several options exist for learning about your audience, including direct observation, interviews, surveys, focus groups, and using existing research about your audience.
• In order to create effective tools for audience analysis, interview and survey questions must be clear and to the point, focus groups must be facilitated carefully, and you must be aware of multiple interpretations of direct observations or existing research about your audience.
• You can use your audience analysis to provide you further information about what types of content would be appropriate and meaningful for your specific audience.
• You can use your audience analysis to help you make adjustments to your speech in terms of both how you present the speech within a given environment and also how you adapt your content and delivery based on audience feedback during the speech.
• Brainstorm a list of topics for an informative or persuasive speech. By yourself or with a partner, identify the kinds of information you need about your audience in order to make ethical decisions about how you approach the speech.
• Make a list of values or opinions you have that might not conform to popular views. Why might these be important for a speaker to know before attempting to inform or persuade you?
• Pretend you have been asked to give a speech about environmental conservation in the United States. What audience beliefs, attitudes, values, concerns, and other variables should you consider?
• With a partner, identify an instance when you observed a speaker give a poor speech due to failing to analyze the situation. What steps could the speaker have taken to more effectively analyze the situation?
• Create a seven-question set designed to discover your audience’s attitudes about your speech topic. Have a partner evaluate your questions for clarity, respect for audience privacy, and relevance to your topic.
• Think of a controversial topic and list all the various perspectives about it that you can think of or discover. If people of various perspectives were in your audience, how might you acknowledge them during your introduction?

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