chapter 15 -- speaking to peersuade

8/12/2019 Chapter 15 -- Speaking to Peersuade

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Stephen E. Lucas

C H A P T E R

McGraw-Hil l © 2007 Stephen E. Luc as. All righ ts reserved.

Speaking to Persuade

15



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Persuasion

The process of creating, reinforcing, orchanging people's beliefs or actions.



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Ethics and Persuasion

•

Make sure your goals are ethicallysound

• Use ethical methods to communicate

your ideas



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Degrees of Persuasion

Persuasion involves any movement by alistener from left to right

Strongly

Opposed

Moderately

Opposed

Slightly

Opposed

Neutral Slightly

in Favor

Moderately

in Favor

Strongly

in Favor



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Mental Dialogue with theAudience

The mental give and take betweenspeaker and listener during a

persuasive speech.



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Target Audience

The portion of the whole audience thatthe speaker most wants to persuade.



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Types ofPersuasive Speeches

•

Speeches on questions of fact• Speeches on questions of value

• Speeches on questions of policy



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Question of Fact

A question about the truth or falsityof an assertion.



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Persuasive Speech on a

Question of FactSpecific Purpose: To persuade my audience that an

earthquake of 9.0 or above onthe Richter scale will hit

California in the next ten years.Main Points: I. California is long overdue for

a major earthquake.

II. Many geological signsindicate that a majorearthquake may happen soon.

III. Experts agree that a majorearthquake could hitCalifornia any day.



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Question of Value

A question about the worth,rightness, morality, and so

forth of an idea or action.



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Question of Value

Specific Purpose: To persuade my audience thatcapital punishment is morally

and legally wrong.

Main Points: I. Capital punishment violatesthe biblical commandment“Thou shalt not kill.”

II. Capital punishment violatesthe constitutional ban on“cruel and unusual punishment.”

S



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Question of Policy

A question about whether aspecific course of action should

or should not be taken.

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Question of PolicySpecific Purpose: To persuade my audience that

our state should requiremandatory recertification of

lawyers every ten years.

Main Points: I. Many citizens are victimizedevery year by incompetentlawyers.

II. A bill requiring lawyers tostand for recertification everyten years will do much to helpsolve the problem.

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Fact, Value, or Policy?

• To persuade my audience thatpoaching is threatening thesurvival of animal speciesthroughout the world.

• To persuade my audience thatstrong international actionshould be taken to solve theproblem of poaching.

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Fact, Value, or Policy?

• A federal law should be passedrequiring that trunk releasesystems be standard on all new

cars sold in the United States.

• If trunk release systems werestandard equipment on all cars

sold in the United States, we couldsave a number of children’s liveseach year.

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Types of Speeches on

Questions of Policy

• Speeches to gain passive agreement• Speeches to gain immediate action

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Speech to GainPassive Agreement

The speaker’s goal is to convincethe audience that a given policy isdesirable without encouraging theaudience to take action in support

of the policy.

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Specific Purposes for

Speeches to GainPassive Agreement

• To persuade my audience that there

should be stricter safety standard onamusement-park rides.

• To persuade my audience that school

districts should not allow soft-drinkcompanies to stock their products inschool vending machines.

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Speech to GainImmediate Action

The speaker’s goal is to convincethe audience to take action in

support of a given policy.

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Specific Purposes for

Speeches to GainImmediate Action

• To persuade my audience to donate

time to become literacy tutors.

• To persuade my audience to vote in

the next presidential election.

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Basic Issues of PolicySpeeches

• Need• Plan

• Practicality

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Need

Is there a serious problem orneed that requires a change

from current policy?

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Plan

If there is a problem with currentpolicy, does the speaker have a

plan to solve the problem?

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Practicality

•

Will the speaker’s plan solve theproblem?

• Will the speaker’s plan create new

and more serious problems?

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Organizing Speeches onQuestions of Policy

•Problem-solution order

• Problem-cause-solution order

• Comparative advantages order

• Monroe’s motivated sequence

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Problem-Solution Order

Main point I: Documents the existence

of a problem.Main point II: Presents a solution to the

problem.

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Problem-Solution Order

Specific Purpose: To persuade my audience thatthe use of antibacterialchemicals in householdproducts is creating health andenvironmental problems.

Main Points: I. The use of antibacterialchemicals in householdproducts is a serious problem.

II. Solving these problemsrequires a combination ofgovernment and consumeraction.

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Problem-Cause-Solution

OrderMain point I: Documents the existence

of a problem.

Main point II: Analyzes the causes of theproblem.

Main point III: Presents a solution to the

problem.

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Problem-Cause-Solution Order

Specific Purpose: To persuade my audience thatthe age for full motor-vehicledriving privileges should beraised to 18.

Main Points: I. The number of accidents anddeath involving teenagedrivers is a serious nationalproblem.

II. There are four main causes

of the problem.

III. We can help solve theseproblems by raising the agefor full driving privileges.

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Comparative Advantages Order

Each main point explains why aspeaker's solution to a problem ispreferable to other potentialsolutions.

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Comparative Advantages Order

Specific Purpose: To persuade my audience thatthe U.S. space program shouldput greater priority on unstaffedscientific missions.

Main Points: I. Unstaffed scientific missionsare less costly than staffedspace flights.

II. Unstaffed scientific missionsprovide more practicalbenefits than staffed spaceflights.

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Monroe’s Motivated Sequence

A five-step sequence designed

especially for organizing persuasive

speeches that seek immediate action.

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Provide a solution to the needSatisfaction:

Show the need for changeNeed:

Gain the attention of the

audience

Attention:

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Urge the audience to take action

in support of the solution

Action:

Intensify desire for the solution

by visualizing its benefits

Visualization:

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