Persuasion and Emotion
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“People are persuaded more by the depth
of your conviction than by the height of
your logic, more by your own enthusiasm
than any proof you can offer.”
Cavett Robert, Founder of the
National Speaker’s Association
Persuasive Speech
Persuasion
Process of influencing attitudes, beliefs,
values, and behavior.
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Persuasive Speaking
Speech intended to influence the
beliefs, attitudes, values and acts of
others.
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Persuasive Speech
Attitude
A predisposition to respond to people,
ideas, objects, or events in evaluative
ways.
Sayre is a great place to go to school.
Persuasive Speech
Beliefs
The ways people perceive reality to be.
Our conceptions about what is true and
what is false.
Sayre is the best school for preparing
students for successful careers.
Persuasive Speech
Values
People’s most enduring judgments
about what’s good and bad in life.
A good education is the key to a great
life.
Persuasive Speech
When you speak persuasively, you try
to guide the audience to adopt a
particular attitude, belief, or behavior
that you favor.
How is It Different from an
Informative Speech?
Informative
Persuasive
REVEALS OPTIONS
 URGES CHOICE
 SPEAKER IS TEACHER
 SPEAKER IS ADVOCATE
 SUPPORTING MATERIAL
 SUPPORTING MATERIAL
ENLIGHTENS
SATISFYS ADVICE
 LITTLE COMMITMENT
 STRONG COMMITMENT
 SPEAKER’S LEADERSHIP LESS
 SPEAKER’S LEADERSHIP
IMPORTANT
MORE IMPORTANT
 FEWER APPEALS TO FEELINGS
 MORE APPEALS TO FEELINGs
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Monroe’s Motivated
Sequence
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Method for organizing persuasive
speeches based upon problem
solving and human motivation.
Monroe’s Motivated Sequence
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Created by Alan Monroe in the 1930’s
based upon Abraham Maslow’s
Hierarchy of Needs and John Dewey’s
work about problem solving.
All New Students Visit Atlantic
City
5 Steps:
Attention
Need
Satisfaction
Visualization
Action
All
New
Students
Visit
Atlantic City
1. Attention Step
Get the audience’s attention.
 Establish interest in topic: make it
relevant to the audience.
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2. Need Step
Isolate and describe the issue to be
addressed.
 Show the audience they have an
important need to be satisfied.
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3. Satisfaction Step
Identify the solution.
 Offer a proposal to reinforce or
change audience attitudes, beliefs,
and/or values.
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4. Visualization Step
Show the audience how your
proposal will actually benefit them.
 Invoke needs of self-esteem and self
actualization.
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5. Action Step
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Make a direct request of the audience
to act.
Sample Topics for
Monroe’s Motivated Sequence
Persuade the audience to:
 Participate in beach clean up day.
 Volunteer as tutors.
 Vote in the Presidential election.
 Donate food to food bank.
 Sign a petition for longer library
hours.
Sample Speech Using
Monroe’s
Motivated Sequence
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Purpose: To persuade students from
your high school alma mater to
attend
Attention Step
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Strategy 1: Earn a half a million dollars.
Strategy 2: Those with Associates
Degrees earn a half million dollars more
during their lifetime.
Strategy 3: Half a million hairs would be
almost four stories tall.
Strategy 4: I’m just like you.
Need Step
Problem 1: It takes money to get an
education.
 Problem 2: Most nearby colleges
charge too much money for tuition.
 Problem 3: Loans must be paid back.
 Problem 4: Typical colleges offer few
on-line courses.
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Satisfaction Step
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Satisfaction 1: Close to home.
Satisfaction 2: One third as much and an
Associates Degree only takes two years.
Satisfaction 3: Transfer agreements with
many other colleges
Satisfaction 4: Programs that the 4-year
schools don’t have.
Satisfaction 5: Offers many on-line
courses.
Tuition Costs
$8,000
$7,000
$6,000
$5,000
ACCC
Stockton
Rowan
$4,000
$3,000
$2,000
$1,000
$0
Full Time Tuition Per Year
Visualization Step
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Positive Visualization 1: CC grads do amazing
things.
Positive Visualization 2: Dedicated, caring
faculty and small class sizes.
Positive Visualization 3: Open door policy.
Negative Visualization 1: Losing out on a half
million dollars.
Negative Visualization 2: Not getting the
personalized attention you will get at ACCC.
Action Step
Action 1: Half a million dollars
difference between a community
college graduate and someone with a
high school diploma.
 Action 2: Sign up right now for a tour
of the ACCC campus.
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All New Students Visit Atlantic
City
5 Steps:
Attention
Need
Satisfaction
Visualization
Action
All
New
Students
Visit
Atlantic City