Persuasion The process of creating, reinforcing, or changing people's beliefs or actions. Lucas 11th edition Persuasion Chapter 16

Ethics and Persuasion Make sure your goals are ethically sound Use ethical methods to communicate your ideas Lucas 11th edition Persuasion Chapter 16

Mental Dialogue with the Audience Lucas 11th edition Persuasion Chapter 16

Audience-Speaker Connection The mental give and take between speaker and listener during a persuasive speech. Lucas 11th edition Persuasion Chapter 16

Persuasion involves any movement by a listener Degrees of Persuasion Strongly Opposed Moderately Opposed Slightly Opposed Neutral Slightly in Favor Moderately in Favor Strongly in Favor Persuasion involves any movement by a listener Lucas 11th edition Persuasion Chapter 16

Target Audience The portion of the whole audience that the speaker most wants to persuade. Lucas 11th edition Persuasion Chapter 16

Types of Persuasive Speeches Speeches on questions of fact Speeches on questions of value Speeches on questions of policy Lucas 11th edition Persuasion Chapter 16

Question of Fact A question about the truth or falsity of an assertion. Lucas 11th edition Persuasion Chapter 16

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: California is long overdue for a major earthquake. Many geological signs indicate that a major earthquake may happen soon. Experts agree that a major earthquake could hit California any day. Topical Organization Lucas 11th edition Persuasion Chapter 16

Question of Value A question about the worth, rightness, morality, and so forth of an idea or action. Lucas 11th edition Persuasion Chapter 16

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 shall not kill.” II. Capital punishment violates the constitutional ban on “cruel and unusual punishment.” Topical Organization Lucas 11th edition Persuasion Chapter 16

Question of Policy A question about whether a specific course of action should or should not be taken. Lucas 11th edition Persuasion Chapter 16

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: Many citizens are victimized every year by incompetent lawyers. A bill requiring lawyers to stand for recertification every ten years will do much to help solve the problem. Problem-Solution Organization Lucas 11th edition Persuasion Chapter 16

Fact, Value, or Policy? Fact 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. Fact Policy Lucas 11th edition Persuasion Chapter 16

Fact, Value, or Policy? Policy Fact 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. Policy Fact Lucas 11th edition Persuasion Chapter 16

Types of Speeches on Questions of Policy Speeches to gain passive agreement Speeches to gain immediate action Lucas 11th edition Persuasion Chapter 16

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. Lucas 11th edition Persuasion Chapter 16

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. Lucas 11th edition Persuasion Chapter 16

Speech to Gain Immediate Action The speaker’s goal is to convince the audience to take action in support of a given policy. Lucas 11th edition Persuasion Chapter 16

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. Lucas 11th edition Persuasion Chapter 16

Basic Issues of Policy Speeches Need Plan Practicality Lucas 11th edition Persuasion Chapter 16

Need Is there a serious problem or need that requires a change from current policy? Lucas 11th edition Persuasion Chapter 16

Plan If there is a problem with current policy, does the speaker have a plan to solve the problem? Lucas 11th edition Persuasion Chapter 16

Practicality Will the speaker’s plan solve the problem? Will the speaker’s plan create new and more serious problems? Lucas 11th edition Persuasion Chapter 16

Organizing Speeches on Questions of Policy Problem-solution order Problem-cause-solution order Comparative advantages order Monroe’s motivated sequence Lucas 11th edition Persuasion Chapter 16

Problem-Solution Order Main point I: Documents the existence of a problem. Main point II: Presents a solution to the problem. Lucas 11th edition Persuasion Chapter 16

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: The use of antibacterial chemicals in household products is a serious problem. Solving these problems requires a combination of government and consumer action. Lucas 11th edition Persuasion Chapter 16

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. Lucas 11th edition Persuasion Chapter 16

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: The number of accidents and death involving teenage drivers is a serious national problem. There are four main causes of the problem. We can help solve these problems by raising the age for full driving privileges. Lucas 11th edition Persuasion Chapter 16

Comparative Advantages Order Each main point explains why a speaker's solution to a problem is preferable to other potential solutions. Lucas 11th edition Persuasion Chapter 16

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. Lucas 11th edition Persuasion Chapter 16

Monroe’s Motivated Sequence A five-step sequence designed especially for organizing persuasive speeches that seek immediate action. Lucas 11th edition Persuasion Chapter 16

Monroe’s Motivated Sequence Attention: Gain the attention of the audience Need: Show the need for change Satisfaction: Provide a solution to the need Visualization: Intensify desire for the solution by visualizing its benefits Action: Urge the audience to take action in support of the solution Lucas 11th edition Persuasion Chapter 16

Monroe’s Motivated Sequence Attention: Introduction Need: I. First main point Satisfaction: II. Second main point Visualization: III. Third main point Action: Conclusion Lucas 11th edition Persuasion Chapter 16

Identifying Question of Fact, Value, & Policy President Franklin D. Roosevelt knew in advance about the Japanese plan to attack Pearl Harbor and allowed it to happen. If Franklin D. Roosevelt knew in advance about the Japanese plan to attack Pearl Harbor, he was wrong in allowing it to happen. Fact Value Lucas 11th edition Persuasion Chapter 16

Identifying Questions of Fact, Value, & Policy Using lie detector tests as screening devices for jobs in private business is a violation of the employee’s right to privacy. The use of lie detector tests for screening employees in private business should be banned by law. Fact Policy Lucas 11th edition Persuasion Chapter 16

Identifying Questions of Fact, Value, & Policy A federal law should be passed requiring that anti- lock brakes be standard on all new cars sold in the United States. If anti-lock brakes were standard equipment on all cars sold in the United States, we could reduce the number of traffic fatalities by 5,000 lives every year. Policy Fact Lucas 11th edition Persuasion Chapter 16

Identifying Questions of Fact, Value, & Policy Colorizing classic movies such as Casablanca violates the artistic integrity of such movies. Congress should protect the artistic integrity of movies such as Casablanca by passing a law prohibiting the colorization of classic American films. Value Policy Lucas 11th edition Persuasion Chapter 16

True-False Quiz When trying to persuade a hostile audience, you should usually be wary of even mentioning their objections to your point of view. A persuasive speech on a question of fact is essentially the same as an informative speech Persuasive speeches on questions of value usually argue directly for or against particular courses of action. Lucas 11th edition Persuasion Chapter 16

True-False Quiz “To persuade my audience that capital punishment does not deter people from committing crimes such as murder” is a specific purpose statement for a persuasive speech on a question of policy. Research indicates that audiences often engage in a mental give-and-take with the speaker as they listen to a persuasive speech. Lucas 11th edition Persuasion Chapter 16

True-False Quiz When trying to persuade listeners to take action, you should usually be specific about the action you want them to take. The burden of proof rests with the persuasive speaker who advocates change. When you discuss a question of policy, you must deal with three basic issues—attention, plan, and action. Lucas 11th edition Persuasion Chapter 16

True-False Quiz If you advocate a new policy in a persuasive speech, your main points will usually fall naturally into topical order. Monroe’s motivated sequence is most appropriate for speeches that try to persuade listeners to take immediate action. Lucas 11th edition Persuasion Chapter 16

Practice—Page 348 #2 Original Statement: To persuade my audience that it is unfair for judges to favor natural parents over adoptive parents in child custody disputes. (question of value) Rewritten Statement: To persuade my audience that the courts should establish clear guidelines for settling disputes between adoptive parents and natural parents in child custody cases. (question of policy) Rewritten Statement: To persuade my audience that if the courts established clear guidelines for child custody cases, there would be fewer disputes between adoptive and natural parents. (question of fact) Lucas 11th edition Persuasion Chapter 16

Questions of FACT If-then Truth/falsity Topical organization VALUE Beliefs, value terms i.e. good/bad, moral/immoral,, Topical Organization POLICY Need, Plan, & Practicality Passive agreement or Immediate action Problem-solution, Problem-cause-solution, Comparative advantages, Monroe’s motivated sequence Lucas 11th edition Persuasion Chapter 16