2. The ultimate goal of all persuasion is action
four sub-goals:
adoption,
discontinuance,
deterrence,
continuance of a particular behavior.

3. Adoption – an action that asks listeners to demonstrate their acceptance of an attitude, belief, or value by performing the action suggested by the speaker.
Example: Assume you never wanted to donate blood, but then you see a commercial pleading for blood to help victims of a recent disaster. If you give blood the next day, you would be displaying adoption.

4. Discontinuance – the opposite of adoption
Discontinuance – the opposite of adoption. When your action goal is discontinuance, you want your listeners to stop doing something.
Example: You want your listeners to stop using illegal drugs, so you focus on all the problems drugs use can cause.

5. Deterrence – an action goal that asks the listeners to demonstrate their acceptance of an attitude, belief, or value by avoiding a certain behavior.
Example: If you don’t eat junk food, don’t start now. If you don’t own a gun, don’t buy one. If you support busing to promote school integration, then don’t vote to eliminate the law.

6. Continuance – an action goal that asks the listeners to demonstrate their continued acceptance of an attitude.
Example: Keep jogging for your health. Keep reading for pleasure. Stay involved in extracurricular activities. Keep buying from your locally owned store.

7. Evaluate your audience
How does your audience feel about your topic? Agree, disagree, ambivalent, apathetic
What motivates your audience to action? Logic, emotion, credibility?
What is your audience’s age, gender, status, educational level?
Why should your audience care about your topic?
Your answers to these questions will determine the techniques you use to move your audience to action.

8. Aristotle’s Persuasive techniques
Logos – logical reasoning based on evidence
present facts and statistics
Pathos – emotional reasoning that helps the audience identify with the writer's point of view and to feel what the writer feels
use vivid language, emotional language, sensory details, anecdotes
Ethos - the speaker's/author's authority or believability
focus on style and tone to promote an honest and trustworthy reputation.

9. Critiques of great speeches
Dalton Sherman
Martin Luther King, Jr.
Barack Obama

10. Effective persuasive writing techniques
Repeat signature phrase to emphasize a central theme - Anaphora, Epistrophe (all three)
Repeat key theme words (all three)
Make your speech personal for everyone (all three)
Use specific examples (all three)
Use the rule of three (Obama)
Make clear divisions in your argument (all three)
Use quotations and/or allusions (MLK)
Amplify words by drawing contrasts (Obama)
Utilize figurative language – metaphors, analogies, (MLK)
Add sound devices – alliteration, cacophony, euphony (all three)
Address your critics (Obama)

11. Assignment You will be placed in groups of three
As a group, choose a topic and decide a goal for action
(Adoption, discontinuance, deterrence, or continuance)
Bullying in school
Language in school
Expectations in school
Each group member will write a speech to either the BV student body, the BV teachers and administrators and school board, or BV parents. Each group member must choose a different audience than the rest of the group members.

12. Analyze your audience
Brainstorm the best persuasive techniques to move your audience to action – must include three techniques in your speech/essay
Limit your essay to words. Do not include the header or title in your word count
Limited to four linking verbs
Use proper formatting – 12 pt Times New Roman, 1 inch margins, double space (look at notes for descriptive essay)
Due Friday at the beginning of class. No credit will given for a late paper because peer editing will take place on Friday.
Final paper will be due Monday