Stephen E. Lucas
C H A P T E R
McGraw-Hill © 2007 Stephen E. Lucas. All rights reserved.
Speaking to Persuade
15
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McGraw-Hill © 2007 Stephen E. Lucas. All rights reserved.
Persuasion The process of creating, reinforcing, or changing people's beliefs or actions.
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Ethics and Persuasion
• Make sure your goals are ethically sound
• Use ethical methods to communicate your ideas
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McGraw-Hill © 2007 Stephen E. Lucas. All rights reserved.
Degrees of Persuasion
Persuasion involves any movement by a listener from left to right
Strongly Opposed
Moderately Opposed
Slightly Opposed
Neutral Slightly in Favor
Moderately in Favor
Strongly in Favor
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Mental Dialogue with the Audience
The mental give and take between speaker and listener during a persuasive speech.
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Target Audience The portion of the whole audience that the speaker most wants to persuade.
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Types of Persuasive Speeches
• Speeches on questions of fact • Speeches on questions of value • Speeches on questions of policy
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Question of Fact A question about the truth or falsity of an assertion.
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McGraw-Hill © 2007 Stephen E. Lucas. All rights reserved.
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.
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McGraw-Hill © 2007 Stephen E. Lucas. All rights reserved.
Question of Value A question about the worth, rightness, morality, and so forth of an idea or action.
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Persuasive Speech on a Question of Value
Specific Purpose: To persuade my audience that capital 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 Policy 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
Specific Purpose: To persuade my audience that our 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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McGraw-Hill © 2007 Stephen E. Lucas. All rights reserved.
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.
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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.
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Types of Speeches on Questions of Policy
• Speeches to gain passive agreement • Speeches to gain immediate action
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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.
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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.
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Speech to Gain Immediate Action
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
• 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
• Need • Plan • Practicality
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Need Is there a serious problem or need that requires a change from current policy?
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Plan If there is a problem with current policy, does the speaker have a plan to solve the problem?
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Practicality
• 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
• Problem-solution order • Problem-cause-solution order • Comparative advantages order • Monroe’s motivated sequence
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Problem-Solution Order
Main point I: Documents the existence of a problem.
Main point II: Presents a solution to the problem.
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Problem-Solution Order
Specific Purpose: To persuade my audience that the 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
Main point I: Documents the existence of a 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 Order Specific Purpose: To persuade my audience that
the 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 Order
Each main point explains why a speaker's solution to a problem is preferable to other potential solutions.
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Comparative Advantages Order
Specific Purpose: To persuade my audience that the U.S. space program should put greater priority on unstaffed scientific 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 Sequence
A five-step sequence designed especially for organizing persuasive speeches that seek immediate action.
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McGraw-Hill © 2007 Stephen E. Lucas. All rights reserved.
Monroe’s Motivated Sequence
Provide a solution to the need Satisfaction:
Show the need for change Need:
Gain the attention of the audience
Attention:
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Monroe’s Motivated Sequence
Urge the audience to take action in support of the solution
Action:
Intensify desire for the solution by visualizing its benefits
Visualization:
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