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Speaking to Persuade
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Persuasion Creating, reinforcing, changing people’s beliefs or actions
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Ethics & Persuasion Ethical goals Ethical methods
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Degrees of Persuasion
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Mental Dialogue Mental give & take between speaker & listener
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Target Audience Portion of audience speaker most wants to persuade
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Persuasive Speeches Questions of fact Questions of value
Questions of policy
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Question of Fact Deals with truth or falsity of assertion
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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.
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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.
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Question of Value Deals with worth, rightness of idea or action
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Question of Value Specific Purpose:
To persuade my audience that capital punishment is morally and legally wrong.
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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.”
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Question of Policy Whether course of action should or should not be taken
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Passive Agreement Convinces audience policy is desirable
Avoids encouraging action to support policy
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Passive Agreement “To persuade my audience that a balanced-budget amendment should be added to the U.S. Constitution.”
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Immediate Action Convinces audience to act in support of policy
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Immediate Action “To persuade my audience to vote in the next student election.”
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Calling for Action
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Policy Issues Need Plan Practicality
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Need Is there a problem that requires change from current policy?
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Plan What is speaker’s plan to solve the problem with current policy?
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Presenting Plan
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Practicality Will plan solve problem? Will plan create new problems?
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Addressing Practicality
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Policy Organization Problem-solution Problem-cause-solution
Comparative advantages Monroe’s motivated sequence
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Problem-Solution Main Point I: Documents existence of problem
Main Point II: Presents solution to problem
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Problem-Solution Specific Purpose:
To persuade my audience that the U.S. Congress should pass legislation curbing the spread of phony pharmaceuticals.
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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.
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Problem-Cause-Solution
Main Point I: Documents problem Main Point II: Analyzes causes Main Point III: Presents solution
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Problem-Cause-Solution
Specific Purpose: To persuade my audience that action is required to deal with the problem of childhood obesity.
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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.
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Problem-Cause-Solution
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Comparative Adv. Each main point explains why one solution is preferable to other
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Comparative Adv. Specific Purpose:
To persuade my audience that automakers should put greater emphasis on developing hydrogen fuel-cell cars than gas-electric cars.
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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.
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Motivated Sequence Five-step sequence for speeches that seek immediate action
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Motivated Sequence Attention: Gain attention Need:
Show need for change Satisfaction: Provide solution Visualization: Enhance solution by visualizing benefits Action: Urge action for solution
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Motivated Sequence
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Sample Speech
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