Changing attitudes, beliefs, values, or behavior. Persuasion The art of gaining fair and favorable consideration for our points of view. Changing attitudes, beliefs, values, or behavior.

Choosing a topic Proposition of fact Proposition of value Proposition of policy

Proposition of Fact Low carbohydrate diets are safe and effective. Global warming is not occurring in our atmosphere. Lee Harvey Oswald is solely responsible for the assassination of JFK.

Proposition of Value It is wrong to turn away immigrants who want to come to the United States. Communism is a better form of government than democracy. Home-schooling is better than public or private schooling.

Proposition of Policy Everyone should exercise three times a week. Each student in our school should receive a new personal computer. All handguns should be licensed.

Which type of persuasive topic is this? Colleges should abolish academic tenure. The current administration is responsible for the slow economic growth. Capital punishment is good for the country. The quality of the military has improved since women joined. Everyone should learn how to do CPR. Rock music is better than classical music. There should be a curfew for people under 18.

Cognitive Dissonance Discomfort created by conflict between what you already believe and new evidence that is presented to you

Persuasive Process Awareness Understanding Agreement Enactment Integration

Challenges of Persuasive Speaking

Enticing a Reluctant Audience to Listen Establish identification and goodwill Start with areas of agreement Emphasize explanation over argument Cite authorities audience will respect Set modest goals Make a multi-sided presentation

Moving from Attitude to Action Spark enthusiasm Demonstrate need for involvement Present clear plan of action Give specific, easy instructions

Design for Fact/Value Speech [Categorical] Proposition—statement you want audience to believe Specific purpose—”To persuade my audience that…(proposition)” Main points—3-4 reasons why the proposition is true/ why audience should believe proposition Thesis—list the reasons

Organization for Propositions of Policy

Basic Policy Organization Body Problem Solution Benefits of the solution

Introduction Get attention Establish your credibility Preview the problem, the solution, and the benefits of the solution.

Conclusion I. Review the problem, the solution, and the benefits. II. Tell the audience what they should do to help solve the problem. III. Closing statement.

Monroe’s Motivated Sequence Attention (Introduction) Need (Problem) Satisfaction (Solution) Visualization (Benefits) V. Action (Conclusion)

Refutative Design Each main point argues against an opposing point State the point you are refuting Tell audience how you will refute the point Present evidence—Cite Sources Tell how the evidence disproves the opposing point