Chapter 16: Speaking to Persuade

Degrees of Persuasion

1. strongly opposed 2. moderately opposed 3. slightly opposed 4. neutral 5. slightly in favor 6. moderately in favor 7. strongly in favor

problem-cause-solution order

a method of organizing persuasive speeches in which the first main point identifies a problem, the second main point analyzes the causes of the problem, and the third main point presents a solution

Monroe's motivated sequence

a method of organizing persuasive speeches the seek immediate action. The five steps of the motivated sequence are: attention, need, satisfaction, visualization, and action

comparative advantages order

a method or organizing persuasive speeches in which each main point explains why a speaker's solution to a problem is preferable to other proposed solutions

problem-solution order

a method or organizing persuasive speeches in which the first main point deals with the existence of a problem and the second a solution

speech to gain immediate action

a persuasive speech in which the speaker's goal is to convince the audience to take action in support of a given policy

question of fact

a question about the truth of falsity of an assertion

question of value

a question about the worth, rightness, morality, and so forth of an idea or action

questions of policy

a question about whether a specific course of action should or should not be taken

The Importance of Persuasion

benefit in every part of life

The Challenge of Persuasive Speaking

depends on how you tailor your message to the values, attitudes, and beliefs of your audience

Analyzing Questions of Fact

informative speech = nonpartisan persuasive speech = partisan

Ethics and Persuasion

need to make sure that your goals are ethically sounds and communicate your ideas

How Listeners Process Persuasive Messages

not what a speaker does "to" an audience but "with" and audience

speech to gain passive agreement

persuasive speech in which 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

Organizing Speeches on Questions of Fact

persuasive speeches on questions of fact are usually organized topically

target audience

portion of the whole audience that the speaker most wants to persuade

need

the first basic issue in analyzing a question of policy: Is there a serious problem or need that requires a change from current policy?

mental dialogue with he audience

the mental give-and-take between speaker and listener during a persuasive speech

burden of proof

the obligation facing a persuasive speaker to prove that a change from current policy is necessary

persuasion

the process of creating, reinforcing, of changing people's beliefs or actions

plan

the second basic issue in analyzing a question of policy: If there is a problem with current policy, does the speaker have a plan to solve the problem?

practicality

the third basic issue in analyzing a question of policy: Will the speaker's plan solve the problem? Will it create new and more serious problems?

The Psychology of Persuasion

where two or more points of a view exist

Types of Speeches on Questions of Policy

your goal it to: gain passive agreement or motivate immediate action from your listeners