Persuasion
The process of creating, reinforcing, or
changing people's beliefs or actions.
Lucas 11th edition
Slide 1
Persuasion Chapter 16
Ethics and Persuasion
 Make sure your goals are ethically sound
 Use ethical methods to communicate your
ideas
Lucas 11th edition
Slide 2
Persuasion Chapter 16
Mental Dialogue with the
Audience
Lucas 11th edition
Slide 3
Persuasion Chapter 16
Audience-Speaker Connection
The mental give and
take between speaker
and listener during a
persuasive speech.
Lucas 11th edition
Persuasion Chapter 16
Degrees of Persuasion
Strongly
Opposed
Moderately
Opposed
Slightly
Opposed
Neutral
Slightly
in Favor
Moderately
in Favor
Strongly
in Favor
Persuasion involves any movement by a listener
Lucas 11th edition
Slide 5
Persuasion Chapter 16
Target Audience
The portion of the whole
audience that the
speaker most wants to
persuade.
Lucas 11th edition
Persuasion Chapter 16
Types of
Persuasive Speeches
 Speeches on questions of fact
 Speeches on questions of value
 Speeches on questions of policy
Lucas 11th edition
Slide 7
Persuasion Chapter 16
Question of Fact
A question about the truth or falsity
of an assertion.
Lucas 11th edition
Slide 8
Persuasion Chapter 16
Persuasive Speech on a 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.
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.
Lucas 11th edition
Slide 9
Persuasion Chapter 16
Question of Value
A question about the worth,
rightness, morality, and so forth
of an idea or action.
Lucas 11th edition
Slide 10
Persuasion Chapter 16
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 shall not kill.”
II. Capital punishment violates
the constitutional ban on
“cruel and unusual punishment.”
Lucas 11th edition
Slide 11
Persuasion Chapter 16
Question of Policy
A question about whether a specific
course of action should or should not
be taken.
Lucas 11th edition
Slide 12
Persuasion Chapter 16
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.
Lucas 11th edition
Slide 13
Persuasion Chapter 16
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.
Lucas 11th edition
Slide 14
Persuasion Chapter 16
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.
Lucas 11th edition
Slide 15
Persuasion Chapter 16
Types of Speeches on
Questions of Policy
 Speeches to gain passive agreement
 Speeches to gain immediate action
Lucas 11th edition
Slide 16
Persuasion Chapter 16
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.
Lucas 11th edition
Slide 17
Persuasion Chapter 16
Specific Purposes for
Speeches to Gain
Passive Agreement
 To persuade my audience that there should
be stricter safety standard on amusementpark rides.
 To persuade my audience that school
districts should not allow soft-drink
companies to stock their products in school
vending machines.
Lucas 11th edition
Slide 18
Persuasion Chapter 16
Speech to Gain
Immediate Action
The speaker’s goal is to convince the
audience to take action in support of a
given policy.
Lucas 11th edition
Slide 19
Persuasion Chapter 16
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.
Lucas 11th edition
Persuasion
Slide
20 Chapter 16
Basic Issues of Policy
Speeches
 Need
 Plan
 Practicality
Lucas 11th edition
Slide 21
Persuasion Chapter 16
Need
Is there a serious problem or need
that requires a change from
current policy?
Lucas 11th edition
Slide 22
Persuasion Chapter 16
Plan
If there is a problem with current policy,
does the speaker have a plan to solve the
problem?
Lucas 11th edition
Slide 23
Persuasion Chapter 16
Practicality
 Will the speaker’s plan solve the problem?
 Will the speaker’s plan create new and more
serious problems?
Lucas 11th edition
Slide 24
Persuasion Chapter 16
Organizing Speeches on
Questions of Policy
 Problem-solution order
 Problem-cause-solution order
 Comparative advantages order
 Monroe’s motivated sequence
Lucas 11th edition
Slide 25
Persuasion Chapter 16
Problem-Solution Order
Main point I:
Main point II:
Lucas 11th edition
Documents the existence
of a problem.
Presents a solution to the
problem.
Slide 26
Persuasion Chapter 16
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.
Lucas 11th edition
Slide 27
Persuasion Chapter 16
Problem-Cause-Solution
Order
Main point I:
Main point II:
Main point III:
Lucas 11th edition
Documents the existence
of a problem.
Analyzes the causes of the
problem.
Presents a solution to the
problem.
Slide 28
Persuasion Chapter 16
Problem-Cause-Solution Order
Specific Purpose:
To persuade my audience that the age for full motorvehicle 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.
Lucas 11th edition
Slide 29
Persuasion Chapter 16
Comparative Advantages Order
Each main point explains why a speaker's
solution to a problem is preferable to
other potential
solutions.
Lucas 11th edition
Slide 30
Persuasion Chapter 16
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.
Lucas 11th edition
Slide 31
Persuasion Chapter 16
Monroe’s Motivated Sequence
A five-step sequence designed especially for
organizing persuasive speeches that seek
immediate action.
Lucas 11th edition
Slide 32
Persuasion Chapter 16
Monroe’s Motivated Sequence
Attention:
Gain the attention of the audience
Need:
Show the need for change
Satisfaction:
Provide a solution to the need
Visualization:
Intensify desire for the solution
by visualizing its benefits
Action:
Urge the audience to take action
in support of the solution
Lucas 11th edition
Slide 33
Persuasion Chapter 16
Monroe’s Motivated Sequence
Attention:
Introduction
Need:
I. First main point
Satisfaction:
II. Second main point
Visualization:
III. Third main point
Action:
Conclusion
Lucas 11th edition
Slide 34
Persuasion Chapter 16
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.
Lucas 11th edition
Slide 35
Persuasion Chapter 16
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.
Lucas 11th edition
Slide 36
Persuasion Chapter 16
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.
Lucas 11th edition
Slide 37
Persuasion Chapter 16
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.
Lucas 11th edition
Slide 38
Persuasion Chapter 16
True-False Quiz
1.
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.
Lucas 11th edition
Slide 39
Persuasion Chapter 16
True-False Quiz
4.
“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.
Lucas 11th edition
Slide 40
Persuasion Chapter 16
True-False Quiz
6. 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.
Lucas 11th edition
Slide 41
Persuasion Chapter 16
True-False Quiz
9. 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.
Lucas 11th edition
Slide 42
Persuasion Chapter 16
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)
Lucas 11th edition
Slide 43
Persuasion Chapter 16
Questions of
FACT
If-then
Truth/falsity
VALUE
Beliefs,
value terms i.e.
good/bad,
moral/immoral,,
POLICY
Need, Plan, &
Practicality
Topical organization
Topical Organization
Passive agreement or
Immediate action
Problem-solution,
Problem-cause-solution,
Comparative advantages,
Monroe’s motivated sequence
Lucas 11th edition
Slide 44
Persuasion Chapter 16