1. 15
Speaking to Persuade

2. Persuasion
The process of creating, reinforcing, or changing people's beliefs or actions.

3. Ethics and Persuasion Make sure your goals are ethically sound
Use ethical methods to communicate your ideas

4. 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 from left to right

5. Mental Dialogue with the Audience
The mental give and take between speaker and listener during a persuasive speech.

6. Target Audience
The portion of the whole audience that the speaker most wants to persuade.

7. Types of Persuasive Speeches
Speeches on questions of fact
Speeches on questions of value
Speeches on questions of policy

8. Question of Fact
A question about the truth or falsity of an assertion.

9. 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: 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 a major earthquake could hit California any day.

10. Question of Value
A question about the worth, rightness, morality, and so forth of an idea or action.

11. 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 shalt not kill.”
II. Capital punishment violates the constitutional ban on “cruel and unusual punishment.”

12. Question of Policy
A question about whether a specific course of action should or should not be taken.

13. 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: I. Many citizens are victimized every year by incompetent lawyers.
II. A bill requiring lawyers to stand for recertification every ten years will do much to help solve the problem.

14. Fact, Value, or 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.

15. Fact, Value, or Policy?
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.

16. Types of Speeches on Questions of Policy
Speeches to gain passive agreement
Speeches to gain immediate action

17. 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.

18. 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.

19. Speech to Gain Immediate Action
The speaker’s goal is to convince the audience to take action in support of a given policy.

20. 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.

21. Basic Issues of Policy Speeches
Need
Plan
Practicality

22. Need
Is there a serious problem or need that requires a change from current policy?

23. Plan
If there is a problem with current policy, does the speaker have a plan to solve the problem?

24. Practicality Will the speaker’s plan solve the problem?
Will the speaker’s plan create new and more serious problems?

25. Organizing Speeches on Questions of Policy
Problem-solution order
Problem-cause-solution order
Comparative advantages order
Monroe’s motivated sequence

26. Problem-Solution Order
Main point I: Documents the existence of a problem.
Main point II: Presents a solution to the problem.

27. 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: I. The use of antibacterial chemicals in household products is a serious problem.
II. Solving these problems requires a combination of government and consumer action.

28. 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.

29. 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: I. The number of accidents and death involving teenage drivers is a serious national problem.
II. There are four main causes of the problem.
III. We can help solve these problems by raising the age for full driving privileges.

30. Comparative Advantages Order
Each main point explains why a speaker's solution to a problem is preferable to other potential solutions.

31. 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.

32. Monroe’s Motivated Sequence
A five-step sequence designed especially for organizing persuasive speeches that seek immediate action.

33. Monroe’s Motivated Sequence
Attention:
Gain the attention of the audience
Need:
Show the need for change
Satisfaction:
Provide a solution to the need

34. Monroe’s Motivated Sequence
Visualization:
Intensify desire for the solution by visualizing its benefits
Action:
Urge the audience to take action in support of the solution