PURPOSIVE

COMMUNICATION
CHAPTER 3
Communication for Various Purposes

CONTENTS

LESSON 1:
Informative, Persuasive, and
Argumentative Communication

LESSON 2:
Making Inquiries

LESSON 3:
Public Speaking

Intended Learning
Outcomes
At the end of Module 2, you should be able to:

a. Demonstrate an understanding of the conventions of the explanation

essay;
b. Appreciate the value of clearly explaining a phenomenon; and
c. Write an explanation essay of at least 200 words on a topic of your
choice.
LESSON 1 Informative, Persuasive and Argumentative
Communication

“If you can communicate, you can get by. But if you
communicate skillfully, you can work miracles”
- Jim Rohn

Let’s Achieve these!

a. Differentiate argumentative essay from the explanation essay and the blog,
b. Appreciate the benefits of understanding informative, persuasive, and
argumentative communication; and
c. Create a public service announcement regarding environmental disaster
preparedness employing the concepts of informative, persuasive and
argumentative communication.

Engaging: Before Reading Activity

Direction: Write an anecdote about an experience you had during the first week of your
college life?

Purpose:
Audience:
Title:
 Understanding Informative,
Persuasive, and Argumentative
Communication

When you share something you know about

anything under the sun, you are exercising
ANALYSIS informative communication. This purpose of
communication is factual, accurate, and
unbiased. An informative essay aims to educate
readers. When you write with this purpose, you
1. What is the purpose of communication? can use definition, comparison and contrast,
narration, or present a “how-to” of something.
Informative essays should not be opinionated
nor should it be persuasive.
2. What is/are the difference/s of informative,
persuasive, and argumentative communication? There are five structures to choose when
writing informative communication:
1. Cause and Effect
3. How to present arguments? 2. Comparison and Contrast
3. Order or Sequence
4. Problem-Solution
4. What are the ways in presenting informative, 5. Definition
persuasive and argumentative in
communication?
Persuasion is the process of convincing
people to change their attitude towards an issue
and believe your ideas. It is not similar to
coercion because it does not utilize actions that
would cause damage or danger to a person. It
employs freedom to choose. Persuasive
communication is an effective way to influence
how a person thinks and behaves.

In the workplace, you can use persuasive

communication to have others follow you, to sell
or purchase a product, to increase productivity,
maintain democracy, or to gain new partners.

There are three modes of persuasion according

to Aristotle:
1. Logos refers to the content and discussion
2. Pathos refers to the emotional influence of
the speaker to the audience.
3. Ethos refers to the personal character of the
speaker.

Before you speak, you write. In writing your

speech, you need to organize the content and
design the argumentation in a way that would be
accepted by the audience.
 Be honest with the content and factual with own credibility as an expert of the field.
the argumentation. Honesty and accuracy are
the key to attain persuasive communication.
it is significantly necessary to know the
profile of the audience when creating business
Empathy or being able to feel your audience presentations. The speaker has to assess the
is also important if you want them to believe you. needs and expectations of the audience, their
People believe a speaker if they see that the history, authority and research. It is a must that
speaker feels them. the speaker prepares his/her paper for the
audience because the merit of the presentation
and its success will be dependent on the target
To practice persuasive communication, you audience. The collected information about the
need to look credible to your audience. listeners will complete the advance preparation
Credibility includes not only the way you speak of the speaker since the overall impact of the
but all the non-lexical components of speech will be further evaluated by its recipients;
communication that you have learned. When the audience.
you are on stage, your personal character will be
louder than the words you utter.
the outcome of the presentation is foreseen
during the preparatory stage of the business
In an argumentative communication, you presentation. The speaker is anticipated to
choose a stand on a controversial issue and project and plan for his/her objective; what he
attack or argue against the position or wanted to achieve as a result of his/her speech
perspective of the other person. is a major concern of the planner/presenter.
Now, remember that it is the person’s
perspective that you attack and not the person
No members of the audience will be willing
himself.
to pay attention to a speaker who does not
When presenting your arguments, you should possess the character with credibility. The
be careful not to include comments such as: educational background, expertise of the field,
1. “Stop being stupid.” (implies something is the zest in the presentation, and the appearance
wrong with the person) will encompass a true speaker.
2. “It is a common knowledge that your sister
was a flop in acting, but I expected you to be
better.” (attack on significant others)
3. “Let’s check if you did it right this time.”
(implies a history of getting it wrong)
4. “This task is easy for most people, but I do
understand that it is not easy for you.”
(implies incompetence)
5. Oh well, you did it right this time! And I
thought you were hopeless! (mockery,
implies incompetence)

This may move the listeners to make

decision, change their minds or take any
necessary action. The kind of appeal or
argument can enhance the objective of this
speech type. The use of logical appeal relies on
facts, figures and authorities to illustrate the
position of the speaker. If the speaker prefers to
use the emotional side of the listeners, this could
also be another probable appeal which is known
as the emotional appeal. The character appeal
may be suitable to the speaker’s style if the
intention is to employ his/her
 Learning Task: Create a
public service 3. Which of the following is an example of a
announcement speech about events.
a. Speech about the birth of Helen Keller
b. Speech about the 1941 attack of Pearl Harbor
1. Start creating your public service c. All of the options are correct
announcement regarding environmental
disaster preparedness. d. Speech about an upcoming conference

Below is the rubrics of this activity.

Rubrics and on public service announcement

REFERENCES

Dapat, R., & Chang, L., (2018). Essence and

Essentials of Purposive Communication in the
21st Century,
Zoleta, M.A., Dugyon, E., & Binay-an, I., (2018).
Purposive Communication.

Note: Send your output to the google drive.

ASSESSMENT

Direction: Encircle the letter of the correct

answer.
1. Which of the following terms refers to a
speech that aims to inform listeners about
some topic?
a. Informative Speech
b. Special Occasion Speech
c. Persuasive Speech
d. None of the Option are correct

2. Which of the following is not an example of a

speech about objects?
a. A speech about Harriet Tubman
b. A speech about Bella from the Twilight Saga
c. A speech about polar bear
d. A speech about the Five Tenets of Islam
LESSON 2 Making Inquiries

“Wise men speak because they have something to say;

Fools because they have to say something.”
-Anne Morrow Lindbergh
ro
Let’s Achieve these!
a. Identify the various genres used across professions;
b. Show understanding of the structure of various genres used across professions;
c. Provide information accurately; and
d. Write effective letters of inquiry; and

Engaging: Before Reading Activity

Direction:
Provide the name of the parts of a letter.

186 Int. Dolores Street

Arnaiz Avenue
Pasay City

December 5, 2018

Mr. Davide Ruiz

Proprietor
Zenith Enterprises
28 Dart Street
Paco, Manila

Dear Mr. Ruiz:

Sincerely yours,
ABSTRACTION
George Santillan
Letters of Inquiry
A letter of inquiry asks someone for specific
information. In some cases, such as a request
for promotional material, the recipient will have
ANALYSIS a clear interest in responding to your letter. In
other cases, such as a request for specific
information on a product, the recipient may or
may not be as motivated to respond quickly.
1. What are the other communication materials Consequently, always make the tone of the
of genres used across professionals? letter friendly and make it easy for the recipient
to identify and provide the information you need.

.
FORMAT OF A LETTER OF INQUIRY
Follow this format in writing a letter of inquiry:
2. How different are these genres in terms of
structure when compared to their online 1. In the first paragraph, identify yourself and, if
counterparts? appropriate, your position, and your institution
or firm.
2. In the second paragraph, briefly explain why
. how you will use the
you are writing and
requested information. Offer to keep the
response confidential if such an offer seems
3. In what instances would the traditional form
reasonable.
of genres be useful? What about their online
versions? 3. List the specific information you need. You
can phrase your requests as questions or as a
list of specific items of information. In either
case, make each item clear and discrete. .
4. Conclude your letter by offering your reader
some incentive for responding.
 APPLICATION
ASSESSMENT

Write a letter of application. Direction:

Present your letter of application by reading
it in our virtual class.

Rubrics:

References
https://ethos3.com
https://www.cedarville.edu
https://en.m.Wikipedia.org
LESSON 3 Public Speaking

“If you can communicate, you can get by. But if you
communicate
Skillfully, you can work miracles.”
-Jim Rohn
Let’s Achieve these!

a. Understand the history of public speaking and the nature of communication.

a. Dissect a speech using the general principles of logos, pathos, and ethos; and

a. Give a short, prepared speech in public.

Engaging: Before Reading Questions

1. Why do you think it is important to know the history of public speaking?

_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
________________

2. How should speeches be organized? Why do you think so?

_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
________________

3. Do you think public speaking is important? Why or why not?

_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
________________
 ANALYSIS ABSTRACTION

Direction: Explain the following questions The importance of public speaking cannot be
below. denied. Great speeches have moved nations to
war and revolution; they inspire and move
people to act. What people say, and how they
1. Should public speakers be ethical too? Why say it, can get them elected in public office or
or Why not? create a new movement in society; for the
Greeks, public speaking was political in nature,
and the spoken word was thought to be such an
important skill that citizens were taught the art
2. Who are the people would you consider of rhetoric.
ethical speakers? Public speaking is an important life skill, yet
few people master it. In fact, many people are
afraid of speaking in public. However, the
significance of public speaking has only gotten
3. Who are the speakers you consider unethical? stronger in contemporary times. Public speaking
Explain your answer? platforms, such as TED Talks and YouTube, have
captured and disseminated public speech to an
unprecedented scale, and what one says at the
spur of the moment can live forever on the
internet. Great speeches have created hope in
perilous situations, and have made people
change their minds about the world and their
places in it.
According to acclaimed public speakers,
Dale Carnegie and Joseph Berg Esenwein (2207)
, “Public speaking is public utterance, public
issuance of the man himself; therefore, the first
thing both in time and importance is that the
man should be and think and feel things that are
worthy of being given forth.
Although this chapter includes a short history
on public speaking, we believe that this not
complete without actually reading or watching
great speeches. Aside from written speeches
included, links are also provided to access these
speeches online, should they needed. To be able
to understand how become a good speaker, one
needs to learn how to appreciate a good speech
and aspire to have the kind of skills that good
speakers have.

A Short History of Public

Speaking

There are many public speaking traditions

around the world. We will discuss a few of these
traditions, form the more well-known public
speaking traditions of the Greeks and Romans,
and the public speaking traditions that are found
in the Philippines.
 The most well-known public speaking the ideal speaker was “a good man speaking
traditions come from the West, specially from well.. A good speaker is ethical and of high
the Greco-Roman tradition. The Greeks studied character, and speaking well meant being well-
the art of rhetoric on the island of Sicily, and it informed and presenting the speech effectively.
began with a practical need. Their government
It is interesting to note that during these
had been overthrown, a new democracy was
times, women were not allowed to speak public
formed, and the Greek courts were filled with
in these countries, and that for long time, this
clashing property claims. The Greek teacher of
was true for women in other areas of the world.
rhetoric, Corax and his student, Tisias,
However, during pre-colonial times, the
proceeded to help citizens when it came to
Philippines was one of the few places that
speaking persuasively in courts of law, and this
allowed women to speak in public for the
led to the expansion of the teaching of rhetoric
purpose of presiding over religious rituals. These
to mainland Greece. According to Corax, a basic
women were known as the babaylan,
speech has three parts, the introduction,
priestesses of the community, and along with
evidence, and conclusion, and this simple
the warriors of the community, the mandirigma,
organization of speeches has endured
they were the leaders of pre-colonial Philippines
throughout the ages (Morreale, 2010).
(Mallari, 2013). Although most of the babaylan
Other famous Greek teachers were were women, babaylan priests also existed,
Protagoras, the father of debate, who made his wearing feminine clothing and adopting a
students argue for and against issues of the day, feminized role in Philippine society.
to sharpen their reasoning skills and appreciate
The Philippines actually has its own tradition
different sides of an issue. And there was the
of public speaking. It is called different words in
famous Greek philosopher, Aristotle, also known
different regions in the Philippines. According to
as the father or modern communication.
Montemayor (n.d), among the Tagalogs, the
Aristotle wrote a treatise entitled “Rhetoric,”
Karagatan is said to be a game wherein young
where he discussed the use of logos (logical
men and women duel with each other using
argument), pathos (emotional argument), and
words when it comes to talking about love, while
ethos (the speaker’s character and credibility),
the “Huwego de Prenda… is a game used to
in the use of persuasive speaking (Morreale,
entertain guests and the bereaved family during
2010).
wakes.” During the American period, the more
According to Grenville Kleisser (2009), in widely known Balagtasan was also staged, in
Successful Methods in Public Speaking, “The order to honor Francisco Balagas, a well-known
great orators of the world did not regard Filipino poet. The Balagtasan is “like an
eloquence as simply an endowment of nature, ordinary debate, except that one has to reason
but applied themselves diligently to cultivating and argue in verse. Two master poets are
their powers of expression.” The most famous assigned to defend the pros and cons of an issue,
orator in Ancient Greece was Demosthenes. In and a board of judges sits to determine the
the beginning, he had many flaws when it came winner.” At first, this whole enterprise was
to public speaking, chief among them were his scripted and stages, but thereafter, they were
stammer and weak voice. According to Kleiser made in a more impromptu manner.
(2009), Demosthenes practiced earnestly by When the American brought public
“declaiming on the seashore with pebbles in education in the Philippines, they also brought
his mouth, walking up and downhill while their public speaking traditions along them. The
reciting,” and that his speeches were known for Americans wanted to distinguish themselves
their deliberation and forethought. from the Spanish colonizers by emphasizing
On the other hand, the most famous Roman public education, and did so on a massive scale.
orator was Cicero, whose eloquence was They did this using the medium of the English
described as a “resistless torrent” (Kleiser, language, which has its own peculiarities and
2009). Cicero was a stateman who argued that forms, foremost among them is the dictum to be
the teaching of rhetoric should be considered an straightforward. It is anchored on the public
art form, and that this could be useful in “all speaking tradition founded on Western
practical and public affairs.” Cicero believed Civilization, which is based on the Greek and
that in order to prepare a speech, one should Roman Traditions.
first think of one’s listeners and their interests, In this manner, the Filipino public speaking
and to use certain strategies, such as using tradition brings with it the flamboyant, poetic
humor, questions, etc., to engage the audience manner that flourished under Spanish
(Morreale, 2010). colonization, and the simper, methodical public
The Roman lawyer and educator, Quintilian, speaking traditions of the West.
also forwarded the idea that public speakers
should be ethical. According to Morreale (2010),
 APPLICATION: MAKING YOUR SPEECH
FOR THE CLASS
BATAAN HAS FALLEN
Salvador P. Lopez
1. Start making your speech in class, with the
topic grounded in modern day politics and (1) Bataan has fallen. The Philippine-
current events, entitle “Is the Filipino Still American troops on this was-ravaged and
Worth Dying for?” with the given rubrics blood-stained peninsula have laid down
below. their arms. With heads bloody but
2. Answer the following questions in your note. unbowed, they have yielded to the superior
 What is the purpose of your speech? force and numbers of the enemy.
(2) The world will long remember the epic
 What is the overall effect you want to achieve? struggle that the Filipino and American
 What do you think would make a good soldiers put up in the jungle fastness and
introduction, evidence, and a conclusion? along the rugged coast of Bataan. They
have stood uncomplaining under the
 What particular logic or reasoning do you have constant and grueling fire of the enemy for
when it comes to answering the question? more than three months. Besieged on land,
 What emotional appeal do you want to create and blockaded by sea, cut off from all
when it comes to your speech? sources of help in the Philippines and in
America, the intrepid fighters have done all
 What is it about you, your religion, or your
that human endurance could bear.
social or familial background that can be used (3) For what sustained them through these
when it comes to giving you greater ethos, or months of incessant battle was a force that
credibility, when it comes to your speech? was more than merely physical. It was the
force of an unconquerable faith –
something in the heart and soul that
RUBRICS AND FEEDBACK ON THE PUBLIC
physical adversity and hardship could not
SPEAKING ACTIVITY
destroy! It was the thought that native land
and all that it holds most dear, the thought
of freedom and dignity and pride in those
most priceless of all our human
prerogatives.

QUESTIONS:
(1) What can you observe about Salvador
Lopez’s writing style and choice of words?

2. What effect do they have on the reader?

3. Explain what the speaker means by the

“force of unconquerable faith.”?