1. Stephen E. Lucas C H A P T E R McGraw-Hill© 2004 Stephen E. Lucas. All rights reserved. Speaking to Persuade 15

2. Slide 2 McGraw-Hill © 2004 Stephen E. Lucas. All rights reserved. Persuasion The process of creating, reinforcing, or changing people's beliefs or actions.

3. Slide 3 McGraw-Hill © 2004 Stephen E. Lucas. All rights reserved. Ethics and Persuasion Make sure your goals are ethically sound Use ethical methods to communicate your ideas

4. Slide 4 McGraw-Hill © 2004 Stephen E. Lucas. All rights reserved. Degrees of Persuasion Persuasion involves any movement by a listener from left to right Strongly Opposed Moderately Opposed Slightly Opposed NeutralSlightly in Favor Moderately in Favor Strongly in Favor

5. Slide 5 McGraw-Hill © 2004 Stephen E. Lucas. All rights reserved. Mental Dialogue with the Audience The mental give and take between speaker and listener during a persuasive speech.

6. Slide 6 McGraw-Hill © 2004 Stephen E. Lucas. All rights reserved. Target Audience The portion of the whole audience that the speaker most wants to persuade.

7. Slide 7 McGraw-Hill © 2004 Stephen E. Lucas. All rights reserved. Types of Persuasive Speeches Speeches on questions of fact Speeches on questions of value Speeches on questions of policy

8. Slide 8 McGraw-Hill © 2004 Stephen E. Lucas. All rights reserved. Question of Fact A question about the truth or falsity of an assertion.

9. Slide 9 McGraw-Hill © 2004 Stephen E. Lucas. All rights reserved. Persuasive Speech on a Question of Fact Specific Purpose:To persuade my audience that another major earthquake will hit California by the year 2025. 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. Slide 10 McGraw-Hill © 2004 Stephen E. Lucas. All rights reserved. Question of Value A question about the worth, rightness, morality, and so forth of an idea or action.

11. Slide 11 McGraw-Hill © 2004 Stephen E. Lucas. All rights reserved. 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. Slide 12 McGraw-Hill © 2004 Stephen E. Lucas. All rights reserved. Question of Policy A question about whether a specific course of action should or should not be taken.

13. Slide 13 McGraw-Hill © 2004 Stephen E. Lucas. All rights reserved. Persuasive Speech on a Question of Policy Specific Purpose:To persuade my audience that action should be taken now to solve the nation’s shortage of nurses. Main Points: I. The shortage of nurses has become a serious national problem. II. The problem can be solved by offering nurses better salaries and better working conditions.

14. Slide 14 McGraw-Hill © 2004 Stephen E. Lucas. All rights reserved. Types of Speeches on Questions of Policy Speeches to gain passive agreement Speeches to gain immediate action

15. Slide 15 McGraw-Hill © 2004 Stephen E. Lucas. All rights reserved. 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.

16. Slide 16 McGraw-Hill © 2004 Stephen E. Lucas. All rights reserved. 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.

17. Slide 17 McGraw-Hill © 2004 Stephen E. Lucas. All rights reserved. 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. Slide 18 McGraw-Hill © 2004 Stephen E. Lucas. All rights reserved. Specific Purposes for Speeches to Gain Passive Agreement To persuade my audience that there should be tougher enforcement of laws to protect the victims of domestic abuse. To persuade my audience that college scholarship athletes should receive a $250 monthly stipend for personal expenses.

19. Slide 19 McGraw-Hill © 2004 Stephen E. Lucas. All rights reserved. Speech to Gain Immediate Action The speaker’s goal is to convince the audience to take action in support of a given policy.

20. Slide 20 McGraw-Hill © 2004 Stephen E. Lucas. All rights reserved. Specific Purposes for Speeches to Gain Immediate Action To persuade my audience to volunteer as literacy tutors. To persuade my audience to vote in the next presidential election.

21. Slide 21 McGraw-Hill © 2004 Stephen E. Lucas. All rights reserved. Speaking to Gain Immediate Action

22. Slide 22 McGraw-Hill © 2004 Stephen E. Lucas. All rights reserved. Speaking to Gain Immediate Action

23. Slide 23 McGraw-Hill © 2004 Stephen E. Lucas. All rights reserved. Basic Issues of Policy Speeches Need Plan Practicality

24. Slide 24 McGraw-Hill © 2004 Stephen E. Lucas. All rights reserved. Need Is there a serious problem or need that requires a change from current policy?

25. Slide 25 McGraw-Hill © 2004 Stephen E. Lucas. All rights reserved. Plan If there is a problem with current policy, does the speaker have a plan to solve the problem?

26. Slide 26 McGraw-Hill © 2004 Stephen E. Lucas. All rights reserved. Practicality Will the speaker’s plan solve the problem? Will the speaker’s plan create new and more serious problems?

27. Slide 27 McGraw-Hill © 2004 Stephen E. Lucas. All rights reserved. Demonstrating Practicality

28. Slide 28 McGraw-Hill © 2004 Stephen E. Lucas. All rights reserved. Organizing Speeches on Questions of Policy Problem-solution order Problem-cause-solution order Comparative advantages order Monroe’s motivated sequence

29. Slide 29 McGraw-Hill © 2004 Stephen E. Lucas. All rights reserved. Problem-Solution Order Main point I: Documents the existence of a problem. Main point II: Presents a solution to the problem.

30. Slide 30 McGraw-Hill © 2004 Stephen E. Lucas. All rights reserved. Problem-Solution Order Specific Purpose:To persuade my audience that action is needed to deal with the safety problems caused by motorists’ use of cell phones. Main Points:I. The use of cell phones by motorists is causing a growing number of accidents. II. The problem can be solved by a combination of individual and government action.

31. Slide 31 McGraw-Hill © 2004 Stephen E. Lucas. All rights reserved. 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.

32. Slide 32 McGraw-Hill © 2004 Stephen E. Lucas. All rights reserved. Problem-Cause-Solution Order Specific Purpose:To persuade my audience that colleges should take stronger action to control campus crime. Main Points:I. Crime on college campuses is a serious problem. II. There are three major causes for the growth of campus crime. III. An effective solution must deal with all three causes of the problem.

33. Slide 33 McGraw-Hill © 2004 Stephen E. Lucas. All rights reserved. Comparative Advantages Order Each main point explains why a speaker's solution to a problem is preferable to other potential solutions.

34. Slide 34 McGraw-Hill © 2004 Stephen E. Lucas. All rights reserved. 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.

35. Slide 35 McGraw-Hill © 2004 Stephen E. Lucas. All rights reserved. Monroe’s Motivated Sequence A five-step sequence designed especially for organizing persuasive speeches that seek immediate action.

36. Slide 36 McGraw-Hill © 2004 Stephen E. Lucas. All rights reserved. Monroe’s Motivated Sequence Provide a solution to the need Satisfaction: Show the need for changeNeed: Gain the attention of the audience Attention:

37. Slide 37 McGraw-Hill © 2004 Stephen E. Lucas. All rights reserved. Monroe’s Motivated Sequence Urge the audience to take action in support of the solution Action: Intensify desire for the solution by visualizing its benefits Visualization:

38. Slide 38 McGraw-Hill © 2004 Stephen E. Lucas. All rights reserved. Using Monroe’s Motivated Sequence

39. Slide 39 McGraw-Hill © 2004 Stephen E. Lucas. All rights reserved. Using Monroe’s Motivated Sequence

40. Slide 40 McGraw-Hill © 2004 Stephen E. Lucas. All rights reserved.