The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved.

Creating, reinforcing, changing people’s beliefs or actions

The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. Ethical goals Ethical methods

The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved.

Mental give & take between speaker & listener

The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. Portion of audience speaker most wants to persuade

The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. Questions of fact Questions of value Questions of policy

The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. Deals with truth or falsity of assertion

The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. 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.

The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. 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 an earthquake of 9.0 or above could strike California any day.

The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. Deals with worth, rightness of idea or action

The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. Specific Purpose: To persuade my audience that capital punishment is morally and legally wrong.

The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. I.Capital punishment violates the biblical commandment “Thou shalt not kill.” II.Capital punishment violates the constitutional ban on “cruel and unusual punishment.”

The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. Whether course of action should or should not be taken

The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. Convinces audience policy is desirable Avoids encouraging action to support policy

The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. “To persuade my audience that a balanced-budget amendment should be added to the U.S. Constitution.”

The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. Convinces audience to act in support of policy

The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. “To persuade my audience to vote in the next student election.”

The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. (click above to play)

The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. Need Plan Practicality

The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. Is there a problem that requires change from current policy?

The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. What is speaker’s plan to solve the problem with current policy?

The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. (click above to play)

The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. Will plan solve problem? Will plan create new problems?

The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. (click above to play)

The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. Problem-solution Problem-cause-solution Comparative advantages Monroe’s motivated sequence

The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. Main Point I:Documents existence of problem Main Point II:Presents solution to problem

The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. Specific Purpose: To persuade my audience that the U.S. Congress should pass legislation curbing the spread of phony pharmaceuticals.

The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. I.The spread of phony pharmaceuticals is a serious problem. II.Solving the problem of phony pharmaceuticals requires action by the federal government.

The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. Main Point I:Documents problem Main Point II:Analyzes causes Main Point III:Presents solution

The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. Specific Purpose: To persuade my audience that action is required to deal with the problem of childhood obesity.

The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. I.Childhood obesity is a major problem in the United States. II.There are two major causes of the increase in childhood obesity. III.Solving the problem requires dealing with both causes.

The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. (click above to play)

The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. Each main point explains why one solution is preferable to other

The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. Specific Purpose: To persuade my audience that automakers should put greater emphasis on developing hydrogen fuel-cell cars than gas-electric cars.

The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. I.Unlike hybrid cars, hydrogen cars run entirely without gasoline. II.Unlike hybrid cars, hydrogen cars do not emit any air- polluting exhaust.

The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. Five-step sequence for speeches that seek immediate action

The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. Attention:Gain attention Need:Show need for change Satisfaction:Provide solution Visualization:Enhance solution by visualizing benefits Action:Urge action for solution

The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. (click above to play)

The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. (click above to play)

The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved.