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PersuasionThe process of creating, reinforcing, or changing people's beliefs or actions.
Lucas 11th edition Persuasion Chapter 16
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Ethics and Persuasion
Make sure your goals are ethically sound
Use ethical methods to communicate your ideas
Persuasion Chapter 16Lucas 11th edition
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Mental Dialogue with the Audience
Persuasion Chapter 16Lucas 11th edition
Audience-Speaker Connection
The mental give and take between speaker and listener during a persuasive speech.
Persuasion Chapter 16Lucas 11th edition
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Degrees of Persuasion
Strongly Opposed
ModeratelyOpposed
SlightlyOpposed
Neutral Slightlyin Favor
Moderatelyin Favor
Strongly in Favor
Persuasion Chapter 16Lucas 11th edition
Persuasion involves any movement by a listener
Target Audience
The portion of the whole audience that the speaker most wants to persuade.
Persuasion Chapter 16Lucas 11th edition
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Types ofPersuasive Speeches
Speeches on questions of fact Speeches on questions of
value Speeches on questions of
policy
Persuasion Chapter 16Lucas 11th edition
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Question of Fact
A question about the truth or falsity of an assertion.
Persuasion Chapter 16Lucas 11th edition
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Persuasive Speech on a Question of FactSpecific 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.
Main Points:
I. California is long overdue for a major earthquake.
II. Many geological signs indicate that a majorearthquake may happen soon.
III. Experts agree that a major earthquake could hit California any day.
Persuasion Chapter 16Lucas 11th edition
Topical Organization
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Question of Value
A question about the worth, rightness, morality, and so forth of an idea or action.
Persuasion Chapter 16Lucas 11th edition
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Persuasive Speech on aQuestion 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 shall not kill.”
II. Capital punishment violates
the constitutional ban on “cruel and unusual
punishment.” Persuasion Chapter 16Lucas 11th edition
Topical Organization
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Question of Policy
A question about whether a specific course of action should or should not be taken.
Persuasion Chapter 16Lucas 11th edition
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Persuasive Speech on a Question of Policy
Specific Purpose: To persuade my audience that
our state should require mandatory
recertification of lawyers every ten years.
Main Points:
I. Many citizens are victimized every year by incompetent lawyers.
II. A bill requiring lawyers to stand for recertification every ten years will do much to help solve the problem.
Persuasion Chapter 16Lucas 11th edition
Problem-Solution Organization
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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.
Persuasion Chapter 16Lucas 11th edition
Fact
Policy
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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.
Persuasion Chapter 16Lucas 11th edition
Policy
Fact
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Types of Speeches on Questions of Policy Speeches to gain passive
agreement Speeches to gain immediate
action
Persuasion Chapter 16Lucas 11th edition
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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.
Persuasion Chapter 16Lucas 11th edition
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Specific Purposes for Speeches to Gain Passive Agreement
To persuade my audience that there should be stricter safety standard on amusement-park rides.
To persuade my audience that school districts should not allow soft-drink companies to stock their products in school vending machines.
Persuasion Chapter 16Lucas 11th edition
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Speech to Gain Immediate Action
The speaker’s goal is to convince the audience to take action in support of a given policy.
Persuasion Chapter 16Lucas 11th edition
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Specific Purposes for Speeches to Gain Immediate Action
To persuade my audience to donate time to become literacy tutors.
To persuade my audience to vote in the next presidential election.
Persuasion Chapter 16Lucas 11th edition
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Basic Issues of Policy Speeches
Need Plan Practicality
Persuasion Chapter 16Lucas 11th edition
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NeedIs there a serious problem or need that requires a change from current policy?
Persuasion Chapter 16Lucas 11th edition
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PlanIf there is a problem with current policy, does the speaker have a plan to solve the problem?
Persuasion Chapter 16Lucas 11th edition
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Practicality
Will the speaker’s plan solve the problem?
Will the speaker’s plan create new and more serious problems?
Persuasion Chapter 16Lucas 11th edition
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Organizing Speeches on Questions of Policy
Problem-solution order Problem-cause-solution order Comparative advantages order Monroe’s motivated sequence
Persuasion Chapter 16Lucas 11th edition
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Problem-Solution Order
Main point I: Documents the existence
of a problem.Main point II: Presents a solution to
theproblem.
Persuasion Chapter 16Lucas 11th edition
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Problem-Solution Order
Specific Purpose:
To persuade my audience that the use of antibacterial chemicals in household products is creating health and environmental problems.
Main Points:
I. The use of antibacterial chemicals in household products is a serious problem.
II. Solving these problems requires a combination of government and consumer action.
Persuasion Chapter 16Lucas 11th edition
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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.
Persuasion Chapter 16Lucas 11th edition
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Problem-Cause-Solution OrderSpecific Purpose:
To persuade my audience that the age for full motor-vehicle driving privileges should be raised to 18.
Main Points:
I. The number of accidents and death involving teenage drivers is a serious national problem.
II. There are four main causes of the problem.
III. We can help solve these problems by raising the age for full driving privileges.
Persuasion Chapter 16Lucas 11th edition
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Comparative Advantages Order
Each main point explains why a speaker's solution to a problem is preferable to other potential solutions.
Persuasion Chapter 16Lucas 11th edition
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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.
Persuasion Chapter 16Lucas 11th edition
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Monroe’s Motivated Sequence
A five-step sequence designed especially for organizing persuasive speeches that seek immediate action.
Persuasion Chapter 16Lucas 11th edition
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Monroe’s Motivated Sequence
Provide a solution to the needProvide a solution to the needSatisfaction:Satisfaction:
Show the need for changeShow the need for changeNeed:Need:
Gain the attention of the audienceGain the attention of the audienceAttention:Attention:
Persuasion Chapter 16Lucas 11th edition
Visualization:Visualization:
Action:Action:
Intensify desire for the solution by visualizing its benefitsIntensify desire for the solution by visualizing its benefits
Urge the audience to take action in support of the solutionUrge the audience to take action in support of the solution
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Monroe’s Motivated Sequence
II. Second main pointII. Second main pointSatisfaction:Satisfaction:
I. First main pointI. First main pointNeed:Need:
IntroductionIntroductionAttention:Attention:
Persuasion Chapter 16Lucas 11th edition
Visualization:Visualization:
Action:Action:
III. Third main pointIII. Third main point
ConclusionConclusion
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Identifying Question of Fact,
Value, & Policy President Franklin D. Roosevelt knew in advance about the Japanese plan to attack Pearl Harbor and allowed it to happen.
If Franklin D. Roosevelt knew in advance about the Japanese plan to attack Pearl Harbor, he was wrong in allowing it to happen.
Persuasion Chapter 16Lucas 11th edition
Fact
Value
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Identifying Questions of Fact, Value, & Policy Using lie detector tests as screening
devices for jobs in private business is a violation of the employee’s right to privacy.
The use of lie detector tests for screening employees in private business should be banned by law.
Persuasion Chapter 16Lucas 11th edition
Fact
Policy
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Identifying Questions of Fact, Value, & Policy A federal law should be passed requiring
that anti-lock brakes be standard on all new cars sold in the United States.
If anti-lock brakes were standard equipment on all cars sold in the United States, we could reduce the number of traffic fatalities by 5,000 lives every year.
Persuasion Chapter 16Lucas 11th edition
Policy
Fact
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Identifying Questions of Fact, Value, & Policy Colorizing classic movies such as
Casablanca violates the artistic integrity of such movies.
Congress should protect the artistic integrity of movies such as Casablanca by passing a law prohibiting the colorization of classic American films.
Persuasion Chapter 16Lucas 11th edition
Value
Policy
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True-False Quiz1. When trying to persuade a hostile
audience, you should usually be wary of even mentioning their objections to your point of view.
2. A persuasive speech on a question of fact is essentially the same as an informative speech
3. Persuasive speeches on questions of value usually argue directly for or against particular courses of action.
Persuasion Chapter 16Lucas 11th edition
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True-False Quiz4. “To persuade my audience that
capital punishment does not deter people from committing crimes such as murder” is a specific purpose statement for a persuasive speech on a question of policy.
5. Research indicates that audiences often engage in a mental give-and-take with the speaker as they listen to a persuasive speech.
Persuasion Chapter 16Lucas 11th edition
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True-False Quiz6. When trying to persuade listeners to
take action, you should usually be specific about the action you want them to take.
7. The burden of proof rests with the persuasive speaker who advocates change.
8. When you discuss a question of policy, you must deal with three basic issues—attention, plan, and action.
Persuasion Chapter 16Lucas 11th edition
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True-False Quiz9. If you advocate a new policy in a
persuasive speech, your main points will usually fall naturally into topical order.
10.Monroe’s motivated sequence is most appropriate for speeches that try to persuade listeners to take immediate action.
Persuasion Chapter 16Lucas 11th edition
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Practice—Page 348 #2
Original Statement: To persuade my audience that it is unfair for judges to favor natural parents over adoptive parents in child custody disputes. (question of value)
Rewritten Statement: To persuade my audience that the courts should establish clear guidelines for settling disputes between adoptive parents and natural parents in child custody cases. (question of policy)
Rewritten Statement: To persuade my audience that if the courts established clear guidelines for child custody cases, there would be fewer disputes between adoptive and natural parents. (question of fact)
Persuasion Chapter 16Lucas 11th edition
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Questions of
FACT
If-thenTruth/falsity
Topical organization
VALUE
Beliefs, value terms i.e.
good/bad, moral/immoral,,
Topical Organization
POLICY
Need, Plan, & Practicality
Passive agreement or Immediate
action
Problem-solution, Problem-cause-solution,
Comparative advantages, Monroe’s motivated
sequence
Lucas 11th edition Persuasion Chapter 16