speaking to persuade

Stephen E. LucasStephen E. Lucas

C H A P T E RC H A P T E R

McGraw-HillMcGraw-Hill © 2007 Stephen E. Lucas. All rights reserved.© 2007 Stephen E. Lucas. All rights reserved.

Speaking to PersuadeSpeaking to Persuade

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PersuasionPersuasion

The process of creating, reinforcing, or changing people's beliefs or actions.The process of creating, reinforcing, or changing people's beliefs or actions.

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Ethics and PersuasionEthics and Persuasion

• Make sure your goals are ethically sound

• Use ethical methods to communicate your ideas

• Make sure your goals are ethically sound

• Use ethical methods to communicate your ideas

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Degrees of PersuasionDegrees of Persuasion

Persuasion involves any movement by a listener from left to rightPersuasion involves any movement by a listener from left to right

Strongly Opposed

ModeratelyOpposed

SlightlyOpposed

Neutral Slightlyin Favor

Moderatelyin Favor

Strongly in Favor

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Mental Dialogue with the Audience

Mental Dialogue with the Audience

The mental give and take between speaker and listener during a persuasive speech.

The mental give and take between speaker and listener during a persuasive speech.

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Target AudienceTarget Audience

The portion of the whole audience that the speaker most wants to persuade.The portion of the whole audience that the speaker most wants to persuade.

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Types ofPersuasive Speeches

Types ofPersuasive Speeches

• Speeches on questions of fact

• Speeches on questions of value

• Speeches on questions of policy

• Speeches on questions of fact

• Speeches on questions of value

• Speeches on questions of policy

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Question of FactQuestion of Fact

A question about the truth or falsity of an assertion.A question about the truth or falsity of an assertion.

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Persuasive Speech on a Question of Fact

Persuasive Speech on a Question of Fact

Specific Purpose: To persuade my audience that an earthquake of 9.0 or above on

the Richter scale will hit California in the next ten years.

Main Points: I. California is long overdue for a major earthquake.

II. Many geological signs indicate that a major earthquake may happen

soon.

III. Experts agree that a major earthquake could hit California any day.

Specific Purpose: To persuade my audience that an earthquake of 9.0 or above on

the Richter scale will hit California in the next ten years.

Main Points: I. California is long overdue for a major earthquake.

II. Many geological signs indicate that a major earthquake may happen

soon.

III. Experts agree that a major earthquake could hit California any day.

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Question of ValueQuestion of Value

A question about the worth, rightness, morality, and so forth of an idea or action.

A question about the worth, rightness, morality, and so forth of an idea or action.

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Persuasive Speech on aQuestion of Value

Persuasive Speech on aQuestion of Value

Specific Purpose: To persuade my audience thatcapital punishment is morally and legally wrong.

Main Points: I. Capital punishment violates the biblical commandment “Thou shalt not kill.”

II. Capital punishment violates the constitutional ban on “cruel and unusual punishment.”

Specific Purpose: To persuade my audience thatcapital punishment is morally and legally wrong.

Main Points: I. Capital punishment violates the biblical commandment “Thou shalt not kill.”

II. Capital punishment violates the constitutional ban on “cruel and unusual punishment.”

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Question of PolicyQuestion of Policy

A question about whether a specific course of action should or should not be taken.

A question about whether a specific course of action should or should not be taken.

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Persuasive Speech on a Question of Policy

Persuasive Speech on a Question of Policy

Specific Purpose: To persuade my audience thatour state should require mandatory recertification of lawyers every ten years.

Main Points: I. Many citizens are victimized every year by incompetent lawyers.

II. A bill requiring lawyers to stand for recertification every ten years will do much to help solve the problem.

Specific Purpose: To persuade my audience thatour state should require mandatory recertification of lawyers every ten years.

Main Points: I. Many citizens are victimized every year by incompetent lawyers.

II. A bill requiring lawyers to stand for recertification every ten years will do much to help solve the problem.

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Fact, Value, or Policy?Fact, Value, or Policy?

• To persuade my audience that poaching is threatening the survival of animal species throughout the world.

• To persuade my audience that strong international action should be taken to solve the problem of poaching.

• To persuade my audience that poaching is threatening the survival of animal species throughout the world.

• To persuade my audience that strong international action should be taken to solve the problem of poaching.

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Fact, Value, or Policy?Fact, Value, or Policy?

• A federal law should be passed requiring that trunk release systems be standard on all new cars sold in the United States.

• If trunk release systems were standard equipment on all cars sold in the United States, we could save a number of children’s lives each year.

• A federal law should be passed requiring that trunk release systems be standard on all new cars sold in the United States.

• If trunk release systems were standard equipment on all cars sold in the United States, we could save a number of children’s lives each year.

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Types of Speeches on Questions of Policy

Types of Speeches on Questions of Policy

• Speeches to gain passive agreement

• Speeches to gain immediate action

• Speeches to gain passive agreement

• Speeches to gain immediate action

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Speech to Gain Passive Agreement

Speech to Gain Passive Agreement

The speaker’s goal is to convince the audience that a given policy is desirable without encouraging the audience to take action in support of the policy.

The speaker’s goal is to convince the audience that a given policy is desirable without encouraging the audience to take action in support of the policy.

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Specific Purposes for Speeches to Gain Passive Agreement

Specific Purposes for Speeches to Gain Passive Agreement

• To persuade my audience that there should be stricter safety standard on amusement-park rides.

• To persuade my audience that school districts should not allow soft-drink companies to stock their products in school vending machines.

• To persuade my audience that there should be stricter safety standard on amusement-park rides.

• To persuade my audience that school districts should not allow soft-drink companies to stock their products in school vending machines.

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Speech to Gain Immediate ActionSpeech to Gain

Immediate Action

The speaker’s goal is to convince the audience to take action in support of a given policy.

The speaker’s goal is to convince the audience to take action in support of a given policy.

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Specific Purposes for Speeches to Gain Immediate Action

Specific Purposes for Speeches to Gain Immediate Action

• To persuade my audience to donate time to become literacy tutors.

• To persuade my audience to vote in the next presidential election.

• To persuade my audience to donate time to become literacy tutors.

• To persuade my audience to vote in the next presidential election.

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Basic Issues of Policy Speeches

Basic Issues of Policy Speeches

• Need

• Plan

• Practicality

• Need

• Plan

• Practicality

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NeedNeed

Is there a serious problem or need that requires a change from current policy?

Is there a serious problem or need that requires a change from current policy?

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PlanPlan

If there is a problem with current policy, does the speaker have a plan to solve the problem?

If there is a problem with current policy, does the speaker have a plan to solve the problem?

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PracticalityPracticality

• Will the speaker’s plan solve the problem?

• Will the speaker’s plan create new and more serious problems?

• Will the speaker’s plan solve the problem?

• Will the speaker’s plan create new and more serious problems?

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Organizing Speeches on Questions of Policy

Organizing Speeches on Questions of Policy

• Problem-solution order

• Problem-cause-solution order

• Comparative advantages order

• Monroe’s motivated sequence

• Problem-solution order

• Problem-cause-solution order

• Comparative advantages order

• Monroe’s motivated sequence

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Problem-Solution OrderProblem-Solution Order

Main point I: Documents the existence of a problem.

Main point II: Presents a solution to theproblem.


Main point II: Presents a solution to theproblem.

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Problem-Solution OrderProblem-Solution Order

Specific Purpose: To persuade my audience thatthe use of antibacterial chemicals in household products is creating health and environmental problems.

Main Points: I. The use of antibacterial chemicals in household products is a serious

problem.

II. Solving these problems requires a combination of government and consumer action.

Specific Purpose: To persuade my audience thatthe use of antibacterial chemicals in household products is creating health and environmental problems.

Main Points: I. The use of antibacterial chemicals in household products is a serious

problem.

II. Solving these problems requires a combination of government and consumer action.

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Problem-Cause-Solution Order

Problem-Cause-Solution Order


Main point II: Analyzes the causes of the

problem.

Main point III: Presents a solution to the problem.


Main point II: Analyzes the causes of the

problem.

Main point III: Presents a solution to the problem.

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Problem-Cause-Solution OrderProblem-Cause-Solution Order

Specific Purpose: To persuade my audience thatthe age for full motor-vehicle driving privileges should be raised to 18.

Main Points: I. The number of accidents and death involving teenage

drivers is a serious national problem.

II. There are four main causes of the problem.

III. We can help solve these problems by raising the age for full driving privileges.

Specific Purpose: To persuade my audience thatthe age for full motor-vehicle driving privileges should be raised to 18.

Main Points: I. The number of accidents and death involving teenage

drivers is a serious national problem.

II. There are four main causes of the problem.

III. We can help solve these problems by raising the age for full driving privileges.

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Comparative Advantages OrderComparative Advantages Order

Each main point explains why a speaker's solution to a problem is preferable to other potential solutions.

Each main point explains why a speaker's solution to a problem is preferable to other potential solutions.

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Comparative Advantages OrderComparative Advantages Order

Specific Purpose: To persuade my audience thatthe U.S. space program shouldput greater priority on unstaffedscientific missions.

Main Points: I. Unstaffed scientific missions are less costly than staffed space flights.

II. Unstaffed scientific missions provide more practical benefits than staffed space flights.

Specific Purpose: To persuade my audience thatthe U.S. space program shouldput greater priority on unstaffedscientific missions.

Main Points: I. Unstaffed scientific missions are less costly than staffed space flights.

II. Unstaffed scientific missions provide more practical benefits than staffed space flights.

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Monroe’s Motivated SequenceMonroe’s Motivated Sequence

A five-step sequence designed especially for organizing persuasive speeches that seek immediate action.

A five-step sequence designed especially for organizing persuasive speeches that seek immediate action.

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Monroe’s Motivated SequenceMonroe’s Motivated Sequence

Provide a solution to the needProvide a solution to the needSatisfaction:Satisfaction:

Show the need for changeShow the need for changeNeed:Need:

Gain the attention of the audienceGain the attention of the audience

Attention:Attention:

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Monroe’s Motivated Sequence Monroe’s Motivated Sequence

Urge the audience to take action in support of the solutionUrge the audience to take action in support of the solution

Action:Action:

Intensify desire for the solution by visualizing its benefitsIntensify desire for the solution by visualizing its benefits

Visualization:Visualization:

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