PERSUASIVE SPEAKING - ORGANIZATION

Part 2 (Ch 14)

Review

Goals of Persuasion Audience Attitudes Propositions

Today

II. Patterns for Persuasive Speeches

Types of Persuasion

Speech to Convince Speech to Actuate

Organizational Patterns

Comparative Advantages * Criteria Satisfaction Refutative Statement of Reasons * Problem – Solution * Problem – Cause – Solution Motivated Sequence *

Example Topic

Proposition: ABC brand car is the best choice!

Statement of Reasons

Most basic structure Best for proposition of Fact Main points are reasons

Statement of Reasons

I. Second strongest reasonII. Less strong…III. Strongest reason

Car Example: Statement of Reasons I want my audience to believe that

ABC brand car is the best on the market

I. ABC car is priced reasonablyII. ABC car is very safeIII. ABC car gets excellent gas mileage

Comparative Advantages

Demonstrates that proposed change has more value than status quo (or A is better than B)

Main points are the various advantages

Car example: Comparative Adv. I want my audience to understand

why ABC car is better than XYZ carI. ABC car is priced more reasonably

than XYZ carII. ABC car is safer than XYZ carIII. ABC car gets better gas mileage than

XYZ car

NOT!!!!

I want my audience to understand why ABC car is better than XYZ car

I. Advantages of ABC carII. Disadvantages of XYZ car

Criteria Satisfaction

Seeks agreement on criteria, then demonstrates how criteria are met

Main point 1 = criteria Main point 2 = satisfaction

Car example: Criteria Satisfaction ABC car is a good choiceI. We can agree on criteria in selecting a

carA. PriceB. SafetyC. Gas mileage

II. ABC car meets these criteria, and is therefore a good choice

I. PriceII. SafetyIII. Gas mileage

Refutative

Main points are reasons to challenge opposing arguments

Like “backward” Statement of Reasons

Problem Solution

Clarifies nature of problem and offers a solution

Beneficial for Audiences uninformed / neutral about the

problem Audiences who believe there is a problem,

but unsure / neutral on solutions

Car example: Problem-Solution The high price of gas can be

alleviated by the type of car you driveI. Gas prices are highest in 20 yearsII. ABC vehicle gets excellent gas

mileage

Problem – Cause – Solution

Adds one more point between Problem and Solution

Cause – Discusses the causes of the stated problem

Motivated Sequence

Designed to motivate audience to act Combines “Problem Solution” + Explicit

appeals to act Monroe’s Motivated Sequence

Motivated Sequence

I. Attention (Introduction)II. Need / ProblemIII. Satisfaction / SolutionIV. VisualizationV. Action (Conclusion)

Car example: Motivated SequenceI. Attention: (Introduction)II. Need: Gas prices are high (evidence)III. Satisfaction: Drive a gas efficient car

such as ABC vehicle (show how this solves issue)

IV. Visualization: Further benefits of vehicle (safety, price)

V. Action: Purchase ABC vehicle