lect_per1

Introduction to Persuasive Speaking:
Notes from October 13th and 15th

INTRODUCTION TO PERSUASIVE SPEAKING:

Remember: Persuasive speaking takes more work, preparation, research and practice, than the informative. Plan accordingly!

Persuasive speaking can be contrasted with informative speaking.
The two appear on a continuum.

Informative ---------------------- Persuasive

There are several points of contrast.

Persuasive speaking urges us to choose from among options: informative speaking reveals and clarifies options.
Persuasive speaking asks the audience for more commitment than does informative speaking.
The ethical obligations for persuasive speakers are even greater than for informative speakers.
The Persuasive speaker is a leader; the informative speaker is a teacher.
Persuasive speaking more often involves emotional appeals that are out of place in speeches to inform.

One focus of persuasion is the question of fact.
This refers to something that we can know to be either true or false, but right now we can argue about it. Examples include historical controversy, predictions, or questions of existence.

"To persuade my audience that the Green Bay Packers will win the Superbowl."
"To persuade my audience that stocks will continue to rise."
"To persuade my audience that Oswald acted alone when assassinating President Kennedy."
"To persuade my audience that T.V. violence causes real world violence."

Another focus of persuasion are the questions of value.
Here is where we argue something is right or wrong, moral or immoral, or better or worse than another thing.

"To persuade my audience that it is wrong to drive over the speed limit."
"To persuade my audience that Pepsi is better than Coke."
"To persuade my audience that it is better to live together before marriage."

Another focus of persuasion can be the questions of policy.
And this is your assignment.
Here is where we argue that some action should or should not be taken.
The form is always: "To persuade my audience that X should do Y."

"To persuade my audience that ISU should turn Morill Hall into a Multi-cultural Center."
"To persuade my audience that the U.S. military should lift its ban on women in combat."
"To persuade my audience that they should donate blood."

Fact, Value or Policy? Exercise
1. To persuade my audience that the U.S. should adopt a mandatory youth service program.
2. To persuade my audience that volunteering will make them feel better about themselves.
3. To persuade my audience to become Peace Corps volunteers.
4. To persuade my audience that experience as volunteers will help them on the job market.
5. To persuade my audience that volunteering is the duty of every citizen.

Your Assignment See your workbook, p. 44-48
Goals: Policy Speech
Topics
Time: 8 minutes
Sources: minimum of 4; review guidelines about sources on p. 10
Visual Aid--your choice

There are two types of persuasive speeches of policy.

The first aims for passive agreement.
The second aims for personal action.

Sample Specific Purpose Statements for Persuasive Speeches to Gain Immediate Action

To persuade my audience to participate in intramural athletics.
To persuade my audience to volunteer as literacy tutors.
To persuade my audience to boycott Nike products.
To persuade my audience to give blood through the Red Cross.
To persuade my audience to sign a petition for longer library hours.

Sample Specific Purpose Statements for Persuasive Speeches to Gain Passive Agreement

To persuade my audience that there should be tougher enforcement of laws to protect the victims of domestic abuse.
To persuade my audience that the federal government should fund political campaigns.
To persuade my audience that the federal government should impose a ban on all advertising for cigarettes and other tobacco products.

Questions to ask as you read or view a sample persuasive speech

What is the speaker's goal?
What are the main points?
How does the structure of the speech help the speaker to make the argument?
How does the speaker try to make you care?
How does the speaker use evidence?
What kinds of sources does the speaker use?

Persuasive Analysis and Structures
Once you have chosen a topic, your next task is to analyze it and prepare for your research.
We will use the traditional concepts that persuaders have used for centuries to argue for change in the status quo.

The three issues to consider are grounded in theories of human psychology.
The Three Ps: Persuasive Speech Stock Issues
1. The Problem issue refers to what is wrong with the status quo.
2. The Plan issue refers to the solution.
3. The Practicality issue refers to considerations of how well the plan solves the problem and its advantages and disadvantages.

II. Patterns of Organization for Persuasive Speaking

Problem-Solution

Specific Purpose: To persuade my audience that they should sign universal organ donor cards.
Central Idea: We can take a step toward solving the serious shortage of organ donors in the United States by signing universal organ donor cards.

I. There is a serious shortage of healthy organs available for transplant.
II. By signing a universal organ donor card you can help solve this problem.

Problem-Cause-Solution

Specific Purpose: To persuade my audience that the government must increase its efforts to counter-act global warming.
Central Idea: The effects of global warming are catastrophic, but by understanding what is causing this condition, the government can create policies that can reverse these effects.

I. Scientists agree that a general warming of the earth's atmosphere would lead to devastating effects on the environment.
II. There are several factors responsible for global warming.
III. Government policies directed at industry and individuals can mitigate the effects of global warming.

Monroe’s Motivated Sequence
Best pattern to use for a personal action appeal.
Five Parts: Attention, Need, Satisfaction, Visualization, Action; but only three main points.

ATTENTION
In the Introduction
A scenario of a heart attack

NEED:
I. We have a problem with heart disease and heart failure in America.
A. Every year thousands of Americans die from heart attacks.
B. Only a small part of the population knows how to save someone who is suffering from a heart attack.

SATISFACTION:
II. If more people were trained in CPR more lives could be saved.
A. You can get trained in CPR by attending a Red Cross class.
B. You can get trained in CPR here on campus.

VISUALIZATION:
III. Once you are trained in CPR, you can save a life.
A. Let's look again at the opening scenario.
B. Statistics show that communities that have a large percentage of the population CPR certified have lower rates of death from heart attacks.

ACTION:
In the conclusion
Call to the audience to get trained in CPR

Comparative Advantages
For use only when the audience already agrees that there is a problem that needs to be solved.
The main points are used to discuss the advantages and disadvantages of the various plans suggested.
It is essentially a process of elimination structure.

Example Comparative Advantages:

Intro: We all have heard of the energy crisis, but some may think that it is over. It's not. In my research I discovered that . . . [fill in with cited specific predictions to illustrate that fossil fuels will run out if we continue our present rates of consumption].
[Preview] There are three possible ways to solve this problem, but only one can really work. Today I will persuade you that nuclear power is the only viable answer to our energy crisis.

[The first part of the Body lists and examines and then dismisses the competing options.]

I. We could try to develop wind power.
A. It is being tried. [describe the Plan]
B. It won't work. [Practicality]

II. We could try to develop solar power.
A. It is being tried. [Plan]
B. It won't work. [Practicality]

[The you introduce and defend your proposed plan.]

III. We must develop nuclear power.
A. It is being used. [Plan]
B. It works and will solve our energy crisis. [Practicality]

Conclusion: Call to "action."

Alternative Comparative Advantages format: If you have only 2 plans to compare, you might arrange the speech as follows:

I. Nuclear power is better than solar power because it is more reliable.
II. Nuclear power is better than solar power because it produces more energy for less cost.
III. Nuclear power is better than solar power because it is no more harmful to the environment.

Topical Pattern [See pp. 49-50 in the workbook.]
This pattern may be resorted to when arguing against a change in the status quo.
The strategy is essentially one of listing reasons to keep the present system.
Problem, Plan and Practicality must still be dealt with.

Sample Topical Pattern:

Introduction: CARP+ show that a call for change had been made.

Body
I. We should not abolish casino gambling in Iowa because no one is being hurt by it.
II. We should not abolish casino gambling in Iowa because it is not an immoral activity.
III. We should not abolish casino gambling in Iowa because it increases tourism in the state.
IV. We should not abolish casino gambling in Iowa because it is raising money for education.

Conclusion: Simply reinforce the case and urge the class to act accordingly.

Sample Patterns of Organization: Exercise

Specific Purpose: To persuade my audience to never drink and drive.

I. Alcohol-related traffic accidents are the leading cause of death for college age people.
II. Drinking and driving is a social problem that is caused by peer pressure, inconsistent laws, and irresponsible actions.
III. You can help combat this problem by taking three simple steps.

Specific Purpose: To persuade my audience to vote.

I. This nation faces a serious crisis of voter apathy.
II. You must register, study and vote to contribute positively to the process.
III. In a nation where everyone votes responsibly we would achieve the vision of intelligent discussion of issues and candidates who are held accountable.