LUCAS.

Chapter 15: Speaking to Persuade Chapter Objectives

After reading this chapter, students should be able to: 1. 2. 3. !. ". #. %. &. '. 1(. 11. 12. Define persuasion and explain why it is an important subject. Explain why meeting ethical obligations can be especially challenging in persuasive speaking and identify the ethical responsibilities of persuasive speakers. larify the differences between an informative speech and a persuasive speech and explain why speaking to persuade is especially challenging. Explain what it means to say that audiences engage in a mental dialogue with the speaker as they listen to a persuasive speech. Discuss the concept of target audience and its role in persuasive speaking. Define a $uestion of fact and give an example of a specific purpose statement for a persuasive speech on a $uestion of fact. Define a $uestion of value and give an example of a specific purpose statement for a persuasive speech on a $uestion of value. Define a $uestion of policy and give an example of a specific purpose statement for a persuasive speech on a $uestion of policy. Explain the difference between passive agreement and immediate action as goals for persuasive speeches on $uestions of policy. Explain the three basic issues of need) plan) and practicality and their importance in persuasive speeches on $uestions of policy. Discuss the four methods of organi*ation used most often in persuasive speeches on $uestions of policy. +dentify the five steps in ,onroe-s motivated se$uence.

15. Chapter Outline ((((((((+. .ersuasion is the process of creating) reinforcing) or changing people-s beliefs or actions /. ,ost people do a certain amount of persuading everyday) even though they may not call it that. 0.( 1he ability to speak persuasively is beneficial in everything from personal relationships to career aspirations) to civic deliberation. ++.((( ,eeting ethical obligations can be especially challenging when one is speaking to persuade /. .ersuasive speakers should keep in mind the guidelines for ethical speaking. 1. 1hey should make sure their goals are ethically sound. 2. 1hey should study the topic thoroughly so they won-t mislead the audience. 3. 1hey should learn about all sides of an issue and make sure they get the facts right. !. 1hey should be honest in what they say. ". 1hey should guard against subtle forms of dishonesty such as $uoting out of context) portraying a few details as the whole story) and misrepresenting sources. #. 1hey should present evidence fairly and accurately. 0.( .ersuasive speakers should keep in mind the power of language and employ it responsibly. 1. 1hey should respect the rights of free speech and expression. 2. 1hey should avoid name2calling and other forms of abusive language. 3. +f they use emotional appeal) they should make sure it is appropriate to the topic and is supported by facts and logic. +++.(( .ersuasion is a psychological process /. 3f all the types of public speaking) persuasion is the most complex and the most challenging. 1. .ersuasive speeches often deal with controversial topics that involve people-s most basic attitudes) values) and beliefs. 2. 4o matter how skilled a speaker may be) some listeners are so committed to their own ideas that they cannot be persuaded to the speaker-s point of view. 3. 5or this reason) persuasive speakers must enter a speech situation with realistic goals. a. +f listeners are not strongly committed one way or another on the speech topic) a speaker can realistically hope to move some of them toward her or his viewpoint. b. +f listeners are strongly opposed to a speaker-s message) the speaker can consider the speech a success if it moves even a few to reexamine their views. 0.(( 6hen processing persuasive messages listeners engage in a mental give2and2take with the speaker. 1. 7isteners do not sit passively and soak in everything a speaker says.

/s they listen) they assess the speaker-s credibility) delivery) supporting materials) language) and the like. b. 1hey may argue) inside their own minds) with the speaker. 2.( Effective persuasive speakers regard their speeches as a kind of mental dialogue with the audience. a. 6hen preparing the speech) they try to put themselves in the place of the audience and imagine how they will respond. b. /bove all) they try to anticipate audience objections and to answer them in the speech. .(( +t is often helpful for persuasive speakers to think in terms of reaching their target audience. 1. 1he target audience is the part of the whole audience a speaker most wants to reach with his or her message. 2. +n most situations) the target audience consists of uncommitted listeners) listeners who are inclining toward agreement with the speaker) and listeners who disagree with the speaker but who are open to persuasion. 3. 3nce a speaker knows where the target audience stands) she or he can adapt the speech to fit the values and concerns of the target audience. !. oncentrating on the target audience) however) does not mean the speaker should exclude other listeners. a. 1argeting one portion of the audience does not give speakers license to ignore or insult the rest of their listeners. b. / speaker must always keep in mind the ideas and feelings of the entire audience. +8.((( 9ome persuasive speeches deal with $uestions of fact /. .ersuasive speeches on $uestions of fact seek to persuade an audience to accept the speaker-s view of the facts on a particular issue. 1. 9ome $uestions of fact can be answered with certainty:for example) how far is it from 4ew ;ork to 0aghdad< 2. 3ther $uestions of fact cannot be answered with certainty:for example) will the economy be better or worse next year< 0.( / persuasive speech on a $uestion of fact is different from an informative speech. 1. 1he aim of an informative speech is to give information as impartially as possible) not to argue for a particular point of view. 2. =nlike speeches to inform) persuasive speeches on $uestions of fact take a partisan view of the information and try to persuade the audience to accept the speaker-s view about that information. a. 1he legal system is a good model for understanding persuasive speeches on $uestions of fact. b. +n a trial) the competing attorneys will try to persuade the jury that the facts of the case prove either the guilt or the innocence of the defendant. .(( ,ost persuasive speeches on $uestions of fact are organi*ed topically. 1. +n such speeches) each main point will present a reason why the audience should agree with the speaker.

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/s in other speeches using topical order) persuasive speeches on $uestions of fact should subdivide the topic logically and consistently.

8.(( 9ome persuasive speeches deal with $uestions of value /. >uestions of value re$uire judgments based on a person-s beliefs about what is right or wrong) good or bad) moral or immoral) etc. 0. 6hen dealing with a $uestion of value) a speaker needs to justify her or his value judgment in light of a clearly defined set of standards. 1. 1he first step is to define the speaker-s standards for value judgment. 2. 1he second step is to judge the subject of the speech against those standards. .( 9peeches on $uestions of value are usually organi*ed topically. 1. 1he first main point establishes the standards for the speaker-s value judgment. 2. 1he second main point applies those standards to the speech topic. 8+.(( ,ost persuasive speeches deal with $uestions of policy /. >uestions of policy deal with specific courses of action. 1. 1hey inevitably involve $uestions of fact. 2. 1hey may also involve $uestions of value. 3. 0ut they always go beyond $uestions of fact or value to decide whether something should or should not be done. 0.( 1here are two types of persuasive speeches on $uestions of policy. 1. 3ne type seeks to gain passive agreement that a policy is desirable) necessary) and practical. a. 1he speaker-s aim is to affect the thinking of listeners. b. 1he speaker does not try to get listeners to take action in support of the policy. 2.( 1he second type seeks to motivate the audience to take immediate action. a. 1he speaker-s aim is to get the audience to do something in support of the policy. b. 6hen seeking immediate action) speakers should make their recommendations for action as specific as possible. .(( .ersuasive speeches on $uestions of policy must address three basic issues:need) plan) and practicality. 1. 1he first basic issue is need. a. 9peakers who advocate a change in policy must prove there is a need for the change. b. 9peakers who oppose a change in policy will try to show there is no need for change. 2.( 1he second basic issue is plan. a. /fter showing the need for change) a persuasive speaker must offer a specific plan:policy:that will solve the need. b. 1he speaker should be as specific as time allows in identifying the major features of the plan. 3.( 1he third basic issue is practicality. a. 9peakers who advocate a new policy must show their plan is workable and will solve the need without creating new problems.

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9peakers who oppose a shift in policy will argue that a proposed plan is impractical and will create more problems than it will solve. 1he amount of time devoted to need) plan) and practicality in any given speech will depend on the topic and the audience.

8++.(( 5our patterns of organi*ation are especially effective for persuasive speeches on $uestions of policy /. 1he first pattern is problem2solution order. 1. 9peeches that advocate a change in policy often fall naturally into problem2 solution order. a. 1he first main point shows the need for a new policy by proving the existence of a serious problem. b. 1he second main point presents a plan for solving the problem and demonstrates its practicality. 2.( .roblem2solution order can also be used in speeches opposing a change in policy. a. 1he first main point shows that there is no need for change. b. 1he second main point shows that even if there were a need) the proposed new policy would not solve it and would create serious problems of its own. 0.(( 1he second pattern is problem2cause2solution order. 1. 9peeches following this method of organi*ation have three main points. a. 1he first main point shows the existence of a problem. b. 1he second main point analy*es the causes of the problem. c. 1he third main point presents a solution to the problem. 2.( .roblem2cause2solution order makes it easier to check whether the proposed solution will get at the causes of the problem) rather than merely controlling its symptoms. .( 1he third pattern is comparative advantages order. 1. 1his pattern of organi*ation is most effective when the audience already agrees there is a need for a new policy. 2. ?ather than dwelling on the need) the speaker devotes each main point to explaining why his or her plan is preferable to other solutions. D.( 1he fourth pattern is ,onroe-s motivated se$uence. 1. 1he motivated se$uence has five steps that follow the psychology of persuasion. a. 1he first step is to gain the attention of the audience. b. 1he second step is to show the need for a change. c. 1he third step is to satisfy the sense of need by presenting a plan that will remedy the need. d. 1he fourth step is to visuali*e the benefits and practicality of the plan. e. 1he fifth step is to urge the audience to take action in support of the plan. 2.( 0ecause it is psychologically based) the motivated se$uence is especially valuable for persuasive speeches that seek immediate action.