1. Stephen E. Lucas C H A P T E R McGraw-Hill © 2007 Stephen E. Lucas. All rights reserved. Speaking to Persuade 15

2. Slide 2 McGraw-Hill © 2007 Stephen E. Lucas. All rights reserved. Persuasion The process of creating, reinforcing, or changing people's beliefs or actions.

3. Slide 3 McGraw-Hill © 2007 Stephen E. Lucas. All rights reserved. Ethics 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

4. Slide 4 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 NeutralSlightly in Favor Moderately in Favor Strongly in Favor

5. Slide 5 McGraw-Hill © 2007 Stephen E. Lucas. All rights reserved. Mental Dialogue with the Audience The mental give and take between speaker and listener during a persuasive speech. Note that this “mental dialogue” manifests itself especially in the “Satisfaction” section of the speech when you address the audience’s concerns, reservations, and excuses for not accepting your call to action.

6. Slide 6 McGraw-Hill © 2007 Stephen E. Lucas. All rights reserved. Target Audience The portion of the whole audience that the speaker most wants to persuade.

7. Slide 7 McGraw-Hill © 2007 Stephen E. Lucas. All rights reserved. Types of Persuasive Speeches Speeches on questions of fact Speeches on questions of value Speeches on questions of policy –This type of persuasive speech will be your focus! Speeches on questions of fact Speeches on questions of value Speeches on questions of policy –This type of persuasive speech will be your focus!

8. Slide 8 McGraw-Hill © 2007 Stephen E. Lucas. All rights reserved. Question of Policy A question about whether a specific course of action should or should not be taken.

9. Slide 9 McGraw-Hill © 2007 Stephen E. Lucas. All rights reserved. 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. 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.

10. Slide 10 McGraw-Hill © 2007 Stephen E. Lucas. All rights reserved. Example of A Specific Purpose Statement for a Question of Policy To persuade my audience that strong international action should be taken to solve the problem of poaching.

11. Slide 11 McGraw-Hill © 2007 Stephen E. Lucas. All rights reserved. Example of a Question of 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.

12. Slide 12 McGraw-Hill © 2007 Stephen E. Lucas. All rights reserved. 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

13. Slide 13 McGraw-Hill © 2007 Stephen E. Lucas. All rights reserved. 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.

14. Slide 14 McGraw-Hill © 2007 Stephen E. Lucas. All rights reserved. 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.

15. Slide 15 McGraw-Hill © 2007 Stephen E. Lucas. All rights reserved. Speech to Gain Immediate Action The speaker’s goal is to convince the audience to take action in support of a given policy.

16. Slide 16 McGraw-Hill © 2007 Stephen E. Lucas. All rights reserved. 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.

17. Slide 17 McGraw-Hill © 2007 Stephen E. Lucas. All rights reserved. Basic Issues of Policy Speeches Need Plan Practicality Need Plan Practicality

18. Slide 18 McGraw-Hill © 2007 Stephen E. Lucas. All rights reserved. Need Is there a serious problem or need that requires a change from current policy?

19. Slide 19 McGraw-Hill © 2007 Stephen E. Lucas. All rights reserved. Plan If there is a problem with current policy, does the speaker have a plan to solve the problem?

20. Slide 20 McGraw-Hill © 2007 Stephen E. Lucas. All rights reserved. Practicality 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?

21. Slide 21 McGraw-Hill © 2007 Stephen E. Lucas. All rights reserved. Example: Practicality See Video Clip 15.2 on Disk One of your CD set.

22. Slide 22 McGraw-Hill © 2007 Stephen E. Lucas. All rights reserved. Organizing Speeches on Questions of Policy Problem-solution order Problem-cause-solution order Comparative advantages order Monroe’s motivated sequence –This is the organizational method that we will use for our class. Problem-solution order Problem-cause-solution order Comparative advantages order Monroe’s motivated sequence –This is the organizational method that we will use for our class.

23. Slide 23 McGraw-Hill © 2007 Stephen E. Lucas. All rights reserved. Monroe’s Motivated Sequence A five-step sequence designed especially for organizing persuasive speeches that seek immediate action.

24. Slide 24 McGraw-Hill © 2007 Stephen E. Lucas. All rights reserved. Monroe’s Motivated Sequence Provide a solution to the need SEE THE NEXT SLIDE FOR MORE INFORMATION ABOUT THIS STEP. Provide a solution to the need SEE THE NEXT SLIDE FOR MORE INFORMATION ABOUT THIS STEP. Satisfaction: Show the need for change Need: Gain the attention of the audience Attention:

25. Slide 25 McGraw-Hill © 2007 Stephen E. Lucas. All rights reserved. More Information About the Satisfaction Step... This step involves two parts: –Addressing the reservations of the audience –Showing the audience that their reservations can be overcome (or satisfied) by following a simple plan This step involves two parts: –Addressing the reservations of the audience –Showing the audience that their reservations can be overcome (or satisfied) by following a simple plan

26. Slide 26 McGraw-Hill © 2007 Stephen E. Lucas. All rights reserved. Step One: Addressing the Audience’s Reservations Brainstorm on your own OR do an audience analysis (See Chapter 5) to determine what would prevent your audience members from accepting your call to action. Example: –If your specific purpose statement is to persuade your audience to drink Coca Cola products instead of Pepsi products, your audience might say... –“Well, I would do that, but.... Coca Cola products are usually more expensive.” Brainstorm on your own OR do an audience analysis (See Chapter 5) to determine what would prevent your audience members from accepting your call to action. Example: –If your specific purpose statement is to persuade your audience to drink Coca Cola products instead of Pepsi products, your audience might say... –“Well, I would do that, but.... Coca Cola products are usually more expensive.”

27. Slide 27 McGraw-Hill © 2007 Stephen E. Lucas. All rights reserved. Step Two: Providing a “Satisfaction” to the Audience’s Reservations Brainstorm on your own OR do research to provide supporting evidence to “combat” the excuse. Example: –Do a survey of local stores and present a chart on which you give the prices of the Coca Cola and Pepsi products. IF the cost of Coca Cola products is less than or comparable to the cost of Pepsi products, you can show this to your audience. –You could interview local store managers and get information on the number of times Coca Cola products go on sale versus the number of times Pepsi products go on sale. When presenting this information, for a visual aid you could use a sale paper on which Coca Cola products are on sale this week –Interview people who say that, regardless of the price, they still prefer the taste of Coca Cola products to the taste of Pepsi products. Brainstorm on your own OR do research to provide supporting evidence to “combat” the excuse. Example: –Do a survey of local stores and present a chart on which you give the prices of the Coca Cola and Pepsi products. IF the cost of Coca Cola products is less than or comparable to the cost of Pepsi products, you can show this to your audience. –You could interview local store managers and get information on the number of times Coca Cola products go on sale versus the number of times Pepsi products go on sale. When presenting this information, for a visual aid you could use a sale paper on which Coca Cola products are on sale this week –Interview people who say that, regardless of the price, they still prefer the taste of Coca Cola products to the taste of Pepsi products.

28. Slide 28 McGraw-Hill © 2007 Stephen E. Lucas. All rights reserved. How do you incorporate this info into the speech? Address Reservation #1. –Follow-up with the satisfaction of that reservation. Address Reservation #2. –Follow up with the satisfaction of that reservation. Address Reservation #3. –Follow up with the satisfaction of that reservation. Address Reservation #1. –Follow-up with the satisfaction of that reservation. Address Reservation #2. –Follow up with the satisfaction of that reservation. Address Reservation #3. –Follow up with the satisfaction of that reservation.

29. Slide 29 McGraw-Hill © 2007 Stephen E. Lucas. All rights reserved. Is there anything else I should know about the “Satisfaction” section? Keep in mind that the information that you use to “combat” the reservations or excuses might be information that you have already incorporated into another part of the body of the speech. – That’s okay. Just address it briefly in the “Satisfaction” section.

30. Slide 30 McGraw-Hill © 2007 Stephen E. Lucas. All rights reserved. Monroe’s Motivated Sequence Urge the audience to take action in support of the solution– Don’t forget that this comes in the conclusion. Action: Intensify desire for the solution by visualizing its benefits – Also include a visualization of what the situation would be like if the action is not taken. Think of this like a pros and cons discussion. Visualization:

31. Slide 31 McGraw-Hill © 2007 Stephen E. Lucas. All rights reserved. Is there anything else that I need to know about the “call to action” portion of the speech? Don’t forget that this comes in the conclusion. Don’t forget that part of the “call to action” is the inclusion of your personal commitment. –You must make a verbal personal commitment to accept your own call to action. If you can’t stand in front of your audience and do this, then you need to change your topic! –Example: If your specific purpose statement is to persuade your audience to eat ten candy bars each day, you must be able to stand in front of your audience and “testify” that you either already to this OR you plan to do this. Don’t forget that this comes in the conclusion. Don’t forget that part of the “call to action” is the inclusion of your personal commitment. –You must make a verbal personal commitment to accept your own call to action. If you can’t stand in front of your audience and do this, then you need to change your topic! –Example: If your specific purpose statement is to persuade your audience to eat ten candy bars each day, you must be able to stand in front of your audience and “testify” that you either already to this OR you plan to do this.

32. Slide 32 McGraw-Hill © 2007 Stephen E. Lucas. All rights reserved. Example: Using Monroe’s Motivated Sequence See Video Clip 15.5 on Disk One of the CD set. View the manuscript version of this entire speech located on the course site. See Video Clip 15.5 on Disk One of the CD set. View the manuscript version of this entire speech located on the course site.