Persuasive Speech

* Persuasion

Process of influencing attitudes, beliefs, values, and behavior.

* Persuasive Speaking

Speech intended to influence the beliefs, attitudes, values and acts of others.






Persuasive Speech

Attitude

A predisposition to respond to people, ideas, objects, or events in evaluative ways.

Florida is a great place to go to school.






Persuasive Speech

Beliefs

The ways people perceive reality to be.

Our conceptions about what is true and what is false.

Community colleges are the best schools at preparing students for successful careers.






Persuasive Speech

Values

People’s most enduring judgments about what’s good and bad in life.

A good education is the key to a great life.






Persuasive Speech

When you speak persuasively, you try to guide the audience to adopt a particular attitude, belief, or behavior that you favor.






How is It Different from an Informative Speech?

* URGES CHOICE
* SPEAKER IS ADVOCATE
* SUPPORTING MATERIAL SATISFYS ADVICE
* STRONG COMMITMENT
* SPEAKER’S LEADERSHIP MORE IMPORTANT
* MORE APPEALS TO FEELINGS
* HIGHER ETHICAL OBLIGATION



* REVEALS OPTIONS
* SPEAKER IS TEACHER
* SUPPORTING MATERIAL ENLIGHTENS
* LITTLE COMMITMENT
* SPEAKER’S LEADERSHIP LESS IMPORTANT
* FEWER APPEALS TO FEELINGS
* HIGH ETHICAL OBLIGATION



Persuasive

Informative






Making Your Case:
Trust, Emotion, and Logic

Ethos

Ethical, credibility appeal. Sometimes we come to believe simply because someone we trusted told us so.






Making Your Case:
Trust, Emotion, and Logic

Pathos

Emotional appeal. Sometimes we act because of a gut feeling. Could be positive or negative.






Making Your Case:
Trust, Emotion, and Logic

Logos

Logical, rational appeal. Giving a good reason, evidence and reasoning.






Monroe’s Motivated Sequence

* Method for organizing persuasive speeches based upon problem solving and human motivation.
* Created by Alan Monroe in the 1930’s based upon Abraham Maslow’s Hierarchy of Needs and John Dewey’s work about problem solving.








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5 Steps:

Attention All

Need New

Satisfaction Students

Visualization Visit

Action Atlantic City






1. Attention Step

* Get the audience’s attention.
* Establish interest in topic: make it relevant to the audience.







2. Need Step

* Isolate and describe the issue to be addressed.
* Show the audience they have an important need to be satisfied.







3. Satisfaction Step

* Identify the solution.
* Offer a proposal to reinforce or change audience attitudes, beliefs, and/or values.







4. Visualization Step

* Show the audience how your proposal will actually benefit them.
* Invoke needs of self-esteem and self actualization.







5. Action Step

* Make a direct request of the audience to act.







Sample Topics for
Monroe’s Motivated Sequence

Persuade the audience to:

* Participate in beach clean up day.
* Volunteer as tutors.
* Vote in the Presidential election.
* Give blood through the Red Cross.
* Sign a petition for longer library hours.







Sample Speech Using Monroe’s
Motivated Sequence

* Purpose: To persuade students from your high school alma mater to attend







Attention Step

* Strategy 1: Earn a half a million dollars.
* Strategy 2: Those with Associates Degrees earn a half million dollars more during their lifetime.
* Strategy 3: Half a million hairs would be almost four stories tall.
* Strategy 4: I’m just like you.







Need Step

* Problem 1: It takes money to get an education.
* Problem 2: Most nearby colleges charge too much money for tuition.
* Problem 3: Loans must be paid back.
* Problem 4: Typical colleges offer few on-line courses.







Satisfaction Step

* Satisfaction 1: Close to home.
* Satisfaction 2: One third as much and an Associates Degree only takes two years.
* Satisfaction 3: Transfer agreements with many other colleges
* Satisfaction 4: Programs that the 4-year schools don’t have.
* Satisfaction 5: Offers many on-line courses.







Tuition Costs






Visualization Step

* Positive Visualization 1: CC grads do amazing things.
* Positive Visualization 2: Dedicated, caring faculty and small class sizes.
* Positive Visualization 3: Open door policy.
* Negative Visualization 1: Losing out on a half million dollars.
* Negative Visualization 2: Not getting the personalized attention you will get at ACCC.







Action Step

* Action 1: Half a million dollars difference between a community college graduate and someone with a high school diploma.
* Action 2: Sign up right now for a tour of the ACCC campus.







All New Students Visit Atlantic City

5 Steps:

Attention All

Need New

Satisfaction Students

Visualization Visit

Action Atlantic City