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Ethics and Persuasion
Make sure your goals are ethically sound
Use ethical methods to communicate your ideas
Degrees of Persuasion
Persuasion involves any movement by a listener from left to rightPersuasion involves any movement by a listener from left to right
Strongly Opposed
ModeratelyOpposed
SlightlyOpposed
Neutral Slightlyin Favor
Moderatelyin Favor
Strongly in Favor
Mental Dialogue with the Audience
The mental give and take between speaker and listener during a persuasive speech.
Types ofPersuasive Speeches
Speeches on questions of fact Speeches on questions of
value Speeches on questions of
policy
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.
Question of Value
A question about the worth, rightness, morality, and so forth of an idea or action.
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 shalt not kill.”
II. Capital punishment violates
the constitutional ban on “cruel and unusual
punishment.”
Question of Policy
A question about whether a specific course of action should or should not be taken.
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.
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.
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.
Types of Speeches on Questions of Policy Speeches to gain passive
agreement Speeches to gain immediate
action
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.
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.
Speech to Gain Immediate Action
The speaker’s goal is to convince the audience to take action in support of a given policy.
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.
Practicality
Will the speaker’s plan solve the problem?
Will the speaker’s plan create new and more serious problems?
Organizing Speeches on Questions of Policy
Problem-solution order Problem-cause-solution order Comparative advantages order Monroe’s motivated sequence
Problem-Solution Order
Main point I: Documents the existence of a
problem.Main point II:
Presents a solution to the problem.
Problem-Solution Order
Specific Purpose: To persuade my audience thatthe 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.
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.
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.
Comparative Advantages Order
Each main point explains why a speaker's solution to a problem is preferable to other potential solutions.
Comparative Advantages Order
Specific Purpose: To persuade my audience that
the U.S. space program shouldput greater priority on unstaffedscientific 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.
Monroe’s Motivated Sequence
A five-step sequence designed especially for organizing persuasive speeches that seek immediate action.
Monroe’s Motivated Sequence
Provide a solution to the needProvide a solution to the need
Satisfaction:Satisfaction:
Show the need for changeShow the need for changeNeed:Need:
Gain the attention of the audienceGain the attention of the audience
Attention:Attention:
Monroe’s Motivated Sequence
Urge the audience to take action in support of the solution
Urge the audience to take action in support of the solution
Action:Action:
Intensify desire for the solution by visualizing its benefits
Intensify desire for the solution by visualizing its benefits
Visualization:Visualization: