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PERSUASIVE SPEAKING - ORGANIZATION
Part 2 (Ch 14)
Review
Goals of Persuasion Audience Attitudes Propositions
Today
II. Patterns for Persuasive Speeches
Types of Persuasion
Speech to Convince Speech to Actuate
Organizational Patterns
Comparative Advantages * Criteria Satisfaction Refutative Statement of Reasons * Problem – Solution * Problem – Cause – Solution Motivated Sequence *
Example Topic
Proposition: ABC brand car is the best choice!
Statement of Reasons
Most basic structure Best for proposition of Fact Main points are reasons
Statement of Reasons
I. Second strongest reasonII. Less strong…III. Strongest reason
Car Example: Statement of Reasons I want my audience to believe that
ABC brand car is the best on the market
I. ABC car is priced reasonablyII. ABC car is very safeIII. ABC car gets excellent gas mileage
Comparative Advantages
Demonstrates that proposed change has more value than status quo (or A is better than B)
Main points are the various advantages
Car example: Comparative Adv. I want my audience to understand
why ABC car is better than XYZ carI. ABC car is priced more reasonably
than XYZ carII. ABC car is safer than XYZ carIII. ABC car gets better gas mileage than
XYZ car
NOT!!!!
I want my audience to understand why ABC car is better than XYZ car
I. Advantages of ABC carII. Disadvantages of XYZ car
Criteria Satisfaction
Seeks agreement on criteria, then demonstrates how criteria are met
Main point 1 = criteria Main point 2 = satisfaction
Car example: Criteria Satisfaction ABC car is a good choiceI. We can agree on criteria in selecting a
carA. PriceB. SafetyC. Gas mileage
II. ABC car meets these criteria, and is therefore a good choice
I. PriceII. SafetyIII. Gas mileage
Refutative
Main points are reasons to challenge opposing arguments
Like “backward” Statement of Reasons
Problem Solution
Clarifies nature of problem and offers a solution
Beneficial for Audiences uninformed / neutral about the
problem Audiences who believe there is a problem,
but unsure / neutral on solutions
Car example: Problem-Solution The high price of gas can be
alleviated by the type of car you driveI. Gas prices are highest in 20 yearsII. ABC vehicle gets excellent gas
mileage
Problem – Cause – Solution
Adds one more point between Problem and Solution
Cause – Discusses the causes of the stated problem
Motivated Sequence
Designed to motivate audience to act Combines “Problem Solution” + Explicit
appeals to act Monroe’s Motivated Sequence
Motivated Sequence
I. Attention (Introduction)II. Need / ProblemIII. Satisfaction / SolutionIV. VisualizationV. Action (Conclusion)
Car example: Motivated SequenceI. Attention: (Introduction)II. Need: Gas prices are high (evidence)III. Satisfaction: Drive a gas efficient car
such as ABC vehicle (show how this solves issue)
IV. Visualization: Further benefits of vehicle (safety, price)
V. Action: Purchase ABC vehicle