PersuasionPersuasion

Goal of Influencing OthersGoal of Influencing Others

Two Goals:Two Goals:

Influence your audience to:Influence your audience to: Change their attitude,Change their attitude, Change their belief ORChange their belief OR Change their behavior pattern.Change their behavior pattern.

Understand your Understand your AudienceAudience

Supportive- Easy, already in agreementSupportive- Easy, already in agreement Uncommitted – NeutralUncommitted – Neutral Indifferent – Doesn’t careIndifferent – Doesn’t care Opposed – Hardest, holds opposite Opposed – Hardest, holds opposite

beliefbelief

Types of AppealsTypes of Appeals Logical Appeal- Rely on FactsLogical Appeal- Rely on Facts

Emotional Appeal- Rely on FeelingsEmotional Appeal- Rely on Feelings

Personal Appeal – Rely on CredibilityPersonal Appeal – Rely on Credibility

Monroe’s Motivated Monroe’s Motivated Sequence Sequence A Pattern of PersuasionA Pattern of Persuasion

I. Attention StepI. Attention Step II. Need StepII. Need Step III. Satisfaction/Solution StepIII. Satisfaction/Solution Step IV. Visualization StepIV. Visualization Step V. Action StepV. Action Step

I. Attention Step:I. Attention Step:

Why should they listen to you?Why should they listen to you? Begin with a story or startling statement Begin with a story or startling statement Use emotional appeal and visualsUse emotional appeal and visuals

II. Need Step:II. Need Step:

State what is wrong (real and widespread) State what is wrong (real and widespread) that you want to change.that you want to change.

Prove it’s a problem and relate it to your Prove it’s a problem and relate it to your audience.audience.

Give facts and examples (use logic).Give facts and examples (use logic). Build your case like a lawyer – look at it from Build your case like a lawyer – look at it from

different angles.different angles.

III. Satisfaction/Solution Step:III. Satisfaction/Solution Step:

State what you want to do and provide facts State what you want to do and provide facts about how it would fix the problem.about how it would fix the problem.

Have a plan of action to solve it.Have a plan of action to solve it. Tell how your solution is the best way to fix the Tell how your solution is the best way to fix the

problem.problem. What are all the ways this problem can be What are all the ways this problem can be

solved? Think outside the box. Think of solved? Think outside the box. Think of solutions beyond the obvious.solutions beyond the obvious.

Anticipate audience objections and build that Anticipate audience objections and build that into your solution so you are seen to have into your solution so you are seen to have considered all possible sides.considered all possible sides.

IV. Visualization Step:IV. Visualization Step:

Paint a verbal picture of how good the world Paint a verbal picture of how good the world could look if your plan is put into action.could look if your plan is put into action.

Example: “Imagine…” – “Paint a pictureExample: “Imagine…” – “Paint a picture Now tell the audience how bad the world Now tell the audience how bad the world

will look if your plan is not put into action. will look if your plan is not put into action. This step appeals to audience emotions This step appeals to audience emotions

and desires.and desires.

V. Action Step:V. Action Step:

Challenge the audience to do something to Challenge the audience to do something to fix the problemfix the problem

Give an expert’s opinion on how to fix the Give an expert’s opinion on how to fix the problemproblem

Use personal appeal and emotional appealUse personal appeal and emotional appeal

Drunk Driving VictimDrunk Driving VictimJacqueline SaburidoJacqueline Saburido

Jacqui and her DadJacqui and her Dad

The car driven by The car driven by Reggie Stephey, 18 years old.Reggie Stephey, 18 years old.Reggie got 7 years in jail.Reggie got 7 years in jail.

ProblemProblem According to the National Highway Traffic According to the National Highway Traffic

Safety Administration, In 2004, 1,642 people Safety Administration, In 2004, 1,642 people died in drunk-driving accidents. died in drunk-driving accidents.

Each one of those 1,642 people had family Each one of those 1,642 people had family and friends that they left behind. and friends that they left behind.

Took the lives of 303 young people between Took the lives of 303 young people between the ages of 15 and 24 years old the ages of 15 and 24 years old

SolutionSolution Don’t Drink and Drive!Don’t Drink and Drive!

Don’t get in a car with someone who is Don’t get in a car with someone who is drinking.drinking.

Make a plan with your friends.Make a plan with your friends.

Make a plan with your family.Make a plan with your family.

Visualize the FutureVisualize the Future

Future’s so bright Missing a Friend

Take Action Now!Take Action Now! Designate a driver.Designate a driver.

Call a cab.Call a cab.

Think before you drink.Think before you drink.

Take care of each other.Take care of each other.

Make a pledgeMake a pledge

Poster to help awarenessPoster to help awareness

Possible Topics:Possible Topics: Think of something that you all believe in Think of something that you all believe in stronglystrongly. Think of something you . Think of something you

would like to change. In a persuasive speech the speaker must identify the would like to change. In a persuasive speech the speaker must identify the problem and advocate a solution to the problem…problem and advocate a solution to the problem…

Political IssuesPolitical Issues: taxes, lawsuits, affirmative action, handgun control, capital : taxes, lawsuits, affirmative action, handgun control, capital punishment, ban cell phones in cars, education reform, texting, voting age, punishment, ban cell phones in cars, education reform, texting, voting age, war, seat belt laws, helmet laws, lottery or gambling, euthanasia, illegal war, seat belt laws, helmet laws, lottery or gambling, euthanasia, illegal immigration, racial profiling, space program, child soldiers, TSA… immigration, racial profiling, space program, child soldiers, TSA…

Environmental Issues: Environmental Issues: animal rights in medical research, endangered animal rights in medical research, endangered species, alternative energy, public transportation, recycling, and hybrid cars…species, alternative energy, public transportation, recycling, and hybrid cars…

School Related Issues:School Related Issues: dress code, safety, homework, courses offered, dress code, safety, homework, courses offered, grades, cheating in school, and seatbelts on school busses, bullying, and grades, cheating in school, and seatbelts on school busses, bullying, and cyber-bullying, educational testing, corporal punishment at school… cyber-bullying, educational testing, corporal punishment at school…

Health:Health: food, eating healthy, exercise, medicine, health care, vegetarianism, food, eating healthy, exercise, medicine, health care, vegetarianism, DWI, drug abuse, body piercing, tattoos, cloning, stem cell research, blood DWI, drug abuse, body piercing, tattoos, cloning, stem cell research, blood donation, hand washing, smoking/smoking ban, steroid use, eating disorders, donation, hand washing, smoking/smoking ban, steroid use, eating disorders, drink water, stop TV, corporal punishment in schools (spanking), organ drink water, stop TV, corporal punishment in schools (spanking), organ donation, stop domestic violence, stop child abuse…donation, stop domestic violence, stop child abuse…

Driver Ed: Driver Ed: Driving age, teen driving laws…Driving age, teen driving laws… Media: Media: violence in media, rating system for movies and musicviolence in media, rating system for movies and music TerrorismTerrorism: : How does the US control it? Pirates…How does the US control it? Pirates… Sports: Sports: Emphasis on sports in school, women’s VS. men’s sports, adult Emphasis on sports in school, women’s VS. men’s sports, adult

misbehavior in kid’s sports, pros paid too much…misbehavior in kid’s sports, pros paid too much…

Minimum of 3 sources, NOT including Minimum of 3 sources, NOT including Wikipedia or Yahoo Answers.Wikipedia or Yahoo Answers.

Primary Source: Interview, Survey…Primary Source: Interview, Survey… Other Sources: Internet, magazines…Other Sources: Internet, magazines… Follow all 5 guidelines of Monroe’s Follow all 5 guidelines of Monroe’s

Motivated Sequence.Motivated Sequence. Length: 2-minute minimum per person.Length: 2-minute minimum per person.

Your SpeechYour Speech

Monroe’s Motivated Monroe’s Motivated Sequence ExampleSequence Example

http://www.youtube.com/watch?http://www.youtube.com/watch?v=k0ED3PckYaMv=k0ED3PckYaM