1. Speaking to Persuade

2. Persuasion
Creating, reinforcing, changing people’s beliefs or actions

3. Ethics & Persuasion
Ethical goals
Ethical methods

4. Degrees of Persuasion

5. Mental Dialogue
Mental give & take between speaker & listener

6. Target Audience
Portion of audience speaker most wants to persuade

7. Persuasive Speeches Questions of fact Questions of value
Questions of policy

8. Question of Fact
Deals with truth or falsity of assertion

9. 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.

10. Question of Fact 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.

11. Question of Value
Deals with worth, rightness of idea or action

12. Question of Value Specific Purpose:
To persuade my audience that capital punishment is morally and legally wrong.

13. Question of Value I.
Capital punishment violates the biblical commandment “Thou shalt not kill.”
II.
Capital punishment violates the constitutional ban on “cruel and unusual punishment.”

14. Question of Policy
Whether course of action should or should not be taken

15. Passive Agreement Convinces audience policy is desirable
Avoids encouraging action to support policy

16. Passive Agreement
“To persuade my audience that a balanced-budget amendment should be added to the U.S. Constitution.”

17. Immediate Action
Convinces audience to act in support of policy

18. Immediate Action
“To persuade my audience to vote in the next student election.”

19. Calling for Action

20. Policy Issues
Need
Plan
Practicality

21. Need
Is there a problem that requires change from current policy?

22. Plan
What is speaker’s plan to solve the problem with current policy?

23. Presenting Plan

24. Practicality
Will plan solve problem?
Will plan create new problems?

25. Addressing Practicality

26. Policy Organization Problem-solution Problem-cause-solution
Comparative advantages
Monroe’s motivated sequence

27. Problem-Solution Main Point I: Documents existence of problem
Main Point II:
Presents solution to problem

28. Problem-Solution Specific Purpose:
To persuade my audience that the U.S. Congress should pass legislation curbing the spread of phony pharmaceuticals.

29. Problem-Solution I.
The spread of phony pharmaceuticals is a serious problem.
II.
Solving the problem of phony pharmaceuticals requires action by the federal government.

30. Problem-Cause-Solution
Main Point I:
Documents problem
Main Point II:
Analyzes causes
Main Point III:
Presents solution

31. Problem-Cause-Solution
Specific Purpose:
To persuade my audience that action is required to deal with the problem of childhood obesity.

32. Problem-Cause-Solution
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.

33. Problem-Cause-Solution

34. Comparative Adv.
Each main point explains why one solution is preferable to other

35. Comparative Adv. Specific Purpose:
To persuade my audience that automakers should put greater emphasis on developing hydrogen fuel-cell cars than gas-electric cars.

36. Comparative Adv. I.
Unlike hybrid cars, hydrogen cars run entirely without gasoline.
II.
Unlike hybrid cars, hydrogen cars do not emit any air- polluting exhaust.

37. Motivated Sequence
Five-step sequence for speeches that seek immediate action

38. Motivated Sequence Attention: Gain attention Need:
Show need for change
Satisfaction:
Provide solution
Visualization:
Enhance solution by visualizing benefits
Action:
Urge action for solution

39. Motivated Sequence

40. Sample Speech