1. 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.

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

3. 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.

4. 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.

5. 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.

6. 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.

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

8. Persuasive Process Awareness Understanding Agreement Enactment
Integration

9. Challenges of Persuasive Speaking

10. 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

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

12. 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

13. Organization for Propositions of Policy

14. Basic Policy Organization
Body
Problem
Solution
Benefits of the solution

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

16. 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.

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

18. 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