Persuasion in Our History Nation Nearly Founded on Argument Nation Nearly Founded on Argument How to respond to the Muslim halt to overland trade 1340 How to respond to the Muslim halt to overland trade 1340 The African route Argument about the location of Asia

Persuasion in Our History Columbus’ argument from ego Columbus’ argument from ego “admiral of the ocean sea” “admiral of the ocean sea” Viceroy of all claimed lands 10% of all revenues

Mercatur 1569

Development

The Pilgrims

The Purchase of Manhattan

Declaration Draft

State of the Union Address

Public Opinion Before the Speech %Approve % Disapprove % Democrat s All Democrats1483 Republicans8711 Independents4843 Men Women444939

Public Opinion Before the Speech %Approve % Disapprove % Democrat s Whites Non-whites African Americans Rural Big City Suburb475036

The State of the Union

Extrinsic Analysis Who were the audiences? Who were the audiences? Republican Office Holders Democratic Office Holders The Social Conservatives General America

Analysis Invention Invention Ethos EthosLogosPathos

Analysis Invention Invention Ethos EthosLogosPathos Arrangement Arrangement Style Style Delivery Delivery

The Effect? MSNBC call in poll (n>40,000) MSNBC call in poll (n>40,000) More Optimistic Less optimistic the War in Iraq 39% 61% the War on Terror 38% 62% Social Security 36% 64% the economy 37% 63% next four years 37% 63% More Optimistic Less optimistic the War in Iraq 39% 61% the War on Terror 38% 62% Social Security 36% 64% the economy 37% 63% next four years 37% 63%

The Effect? CNN poll (n=485 ; 52% Republicans, 25% Democrats) What was your overall reaction to Bush's speech tonight ? very positive60% somewhat positive26% somewhat negative10% very negative3% both positive and negative1% Do you think the policies being proposed by George W. Bush will move the country in the right direction or the wrong direction? Before Speech After Speech right direction67% 77% wrong direction29% 20% no opinion 4% 3% Issues Importance for Next Year Agreement with Bush Approach Before Speech After Speech Before Speech After Speech the economy 14% 13% 64% 71% health care 11% 10% 55% 70% social security 11% 19% 51% 66% taxes 4% 2% terrorism 23% 23% Iraq 35% 30% 66% 78%