{"id":537,"date":"2020-11-22T17:57:03","date_gmt":"2020-11-22T17:57:03","guid":{"rendered":"https:\/\/courses.lumenlearning.com\/suny-oswego-businesscommunicationmgrs2\/chapter\/14-7-sample-persuasive-speech\/"},"modified":"2023-04-28T16:59:05","modified_gmt":"2023-04-28T16:59:05","slug":"11-6-sample-persuasive-speech","status":"publish","type":"chapter","link":"https:\/\/courses.lumenlearning.com\/suny-oswego-businesscommunicationmgrs2\/chapter\/11-6-sample-persuasive-speech\/","title":{"raw":"11.6 Functions to Persuade and Sample Persuasive Speech","rendered":"11.6 Functions to Persuade and Sample Persuasive Speech"},"content":{"raw":"<div id=\"mclean-ch14_s03_n01\" class=\"bcc-box bcc-highlight\">\r\n<h3 class=\"title\">Learning Objective<\/h3>\r\n<ol id=\"mclean-ch14_s03_l01\" class=\"orderedlist\">\r\n \t<li>Identify and demonstrate the effective use of five functions of speaking to persuade.<\/li>\r\n \t<li>Understand the structural parts of a persuasive speech.<\/li>\r\n<\/ol>\r\n<\/div>\r\n<p id=\"mclean-ch14_s03_p01\" class=\"para editable block\">What does a presentation to persuade do? There is a range of functions to consider, and they may overlap or you may incorporate more than one as you present. We will discuss how to<\/p>\r\n\r\n<ul id=\"mclean-ch14_s03_l02\" class=\"itemizedlist editable block\">\r\n \t<li>stimulate,<\/li>\r\n \t<li>convince,<\/li>\r\n \t<li>call to action,<\/li>\r\n \t<li>increase consideration, and<\/li>\r\n \t<li>develop tolerance of alternate perspectives.<\/li>\r\n<\/ul>\r\n<p id=\"mclean-ch14_s03_p02\" class=\"para editable block\">We will also examine how each of these functions influences the process of persuasion.<\/p>\r\n\r\n<div id=\"mclean-ch14_s03_s01\" class=\"section\">\r\n<h2 class=\"title editable block\">Stimulate<\/h2>\r\n<p id=\"mclean-ch14_s03_s01_p01\" class=\"para editable block\">When you focus on stimulation as the goal or operational function of your speech, you want to reinforce existing beliefs, intensify them, and bring them to the forefront. Perhaps you\u2019ve been concerned with global warming for quite some time. Many people in the audience may not know about the melting polar ice caps and the loss of significant ice shelves in Antarctica, including part of the Ross Ice Shelf, an iceberg almost 20 miles wide and 124 miles long, more than twice the size of Rhode Island. They may be unaware of how many ice shelves have broken off, the 6 percent drop in global phytoplankton (the basis of many food chains), and the effects of the introduction of fresh water to the oceans. By presenting these facts, you will reinforce existing beliefs, intensify them, and bring the issue to the surface. You might consider the foundation of common ground and commonly held beliefs, and then introduce information that a mainstream audience may not be aware of that supports that common ground as a strategy to stimulate.<\/p>\r\n\r\n<\/div>\r\n<div id=\"mclean-ch14_s03_s02\" class=\"section\">\r\n<h2 class=\"title editable block\">Convince<\/h2>\r\n<p id=\"mclean-ch14_s03_s02_p01\" class=\"para editable block\">In a persuasive speech, the goal is to change the attitudes, beliefs, values, or judgments of your audience. If we look back at the idea of motive, in this speech the prosecuting attorney would try to convince the jury members that the defendant is guilty beyond reasonable doubt. He or she may discuss motive, present facts, all with the goal to convince the jury to believe or find that his or her position is true. In the film <em class=\"emphasis\">The Day After Tomorrow<\/em>, Dennis Quaid stars as a paleoclimatologist who unsuccessfully tries to convince the U.S. vice president that a sudden climate change is about to occur. In the film, much like real life, the vice president listens to Quaid\u2019s position with his own bias in mind, listening for only points that reinforce his point of view while rejecting points that do not.<\/p>\r\n<p id=\"mclean-ch14_s03_s02_p02\" class=\"para editable block\">Audience members will also hold beliefs and are likely to involve their own personal bias. Your goal is to get them to agree with your position, so you will need to plan a range of points and examples to get audience members to consider your topic. Perhaps you present Dennis Quaid\u2019s argument that loss of the North Atlantic Current will drastically change our climate, clearly establishing the problem for the audience. You might cite the review by a professor, for example, who states in reputable science magazine that the film\u2019s depiction of a climate change has a chance of happening, but that the timetable is more on the order of ten years, not seven days as depicted in the film. You then describe a range of possible solutions. If the audience comes to a mental agreement that a problem exists, they will look to you asking, \u201cWhat are the options?\u201d Then you may indicate a solution that is a better alternative, recommending future action.<\/p>\r\n\r\n<\/div>\r\n<div id=\"mclean-ch14_s03_s03\" class=\"section\">\r\n<h2 class=\"title editable block\">Call to Action<\/h2>\r\n<div class=\"\u201dcaption&quot;\" style=\"text-align: center; font-size: .8em; max-width: 450px;\">\r\n<div id=\"mclean-ch14_s03_s03_f01\" class=\"figure small editable block\">\r\n\r\n<a href=\"https:\/\/open.lib.umn.edu\/app\/uploads\/sites\/22\/2015\/11\/14.3.0.jpg\"><img class=\"size-full wp-image-1733\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images\/wp-content\/uploads\/sites\/5485\/2020\/11\/22175649\/14.3.0.jpg\" alt=\"This poster is not...but are you ?\" width=\"450\" height=\"450\" \/><\/a>\r\n<p class=\"para\">A call to action features a clear response for the audience.<\/p>\r\n\r\n<div class=\"copyright\">\r\n<p class=\"para\">P T - <a href=\"https:\/\/www.flickr.com\/photos\/propagandatimes\/6923732114\/\">The poster is not...but are you ?<\/a> - CC BY-NC-ND 2.0.<\/p>\r\n\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n<p id=\"mclean-ch14_s03_s03_p01\" class=\"para editable block\">In this speech, you are calling your audience to action. You are stating that it\u2019s not about stimulating interest to reinforce and accentuate beliefs, or convincing an audience of a viewpoint that you hold, but instead that you want to see your listeners change their behavior. If you were in sales at Toyota, you might incorporate our previous example on global warming to reinforce, and then make a call to action (make a purchase decision), when presenting the Prius hybrid (gas-electric) automobile. The economics, even at current gas prices, might not completely justify the difference in price between a hybrid and a nonhybrid car. However, if you as the salesperson can make a convincing argument that choosing a hybrid car is the right and responsible decision, you may be more likely to get the customer to act. The persuasive speech that focuses on action often generates curiosity, clarifies a problem, and as we have seen, proposes a range of solutions. They key difference here is there is a clear link to action associated with the solutions.<\/p>\r\n<p id=\"mclean-ch14_s03_s03_p02\" class=\"para editable block\">Solutions lead us to considering the goals of action. These goals address the question, \u201cWhat do I want the audience to do as a result of being engaged by my speech?\u201d The goals of action include adoption, discontinuance, deterrence, and continuance.<\/p>\r\n<p id=\"mclean-ch14_s03_s03_p03\" class=\"para editable block\"><strong>Adoption<\/strong>\u00a0means the speaker wants to persuade the audience to take on a new way of thinking, or adopt a new idea. Examples could include buying a new product, voting for a new candidate, or deciding to donate blood. The key is that the audience member adopts, or takes on, a new view, action, or habit.<\/p>\r\n<p id=\"mclean-ch14_s03_s03_p04\" class=\"para editable block\"><strong>Discontinuance<\/strong>\u00a0involves the speaker persuading the audience to stop doing something what they have been doing, such as smoking. Rather than take on a new habit or action, the speaker is asking the audience member to stop an existing behavior or idea. As such, discontinuance is in some ways the opposite of adoption.<\/p>\r\n<p id=\"mclean-ch14_s03_s03_p05\" class=\"para editable block\"><b>Deterrence\u00a0<\/b>is a call action that focuses on persuading audience not to start something if they haven\u2019t already started. Perhaps many people in the audience have never tried illicit drugs, or have not gotten behind the wheel of a car while intoxicated. The goal of action in this case would be to deter, or encourage the audience members to refrain from starting or initiating the behavior.<\/p>\r\n<p id=\"mclean-ch14_s03_s03_p06\" class=\"para editable block\">Finally, with <strong>continuance<\/strong>, the speaker aims to persuade the audience to continue doing what they have been doing, such as reelect a candidate, keep buying product, or staying in school to get an education.<\/p>\r\n<p id=\"mclean-ch14_s03_s03_p07\" class=\"para editable block\">A speaker may choose to address more than one of these goals of action, depending on the audience analysis. If the audience is largely agreeable and supportive, you may find continuance to be one goal, while adoption is secondary.<\/p>\r\n<p id=\"mclean-ch14_s03_s03_p08\" class=\"para editable block\">These goals serve to guide you in the development of solution steps. Solution steps involve suggestions or ways the audience can take action after your speech. They often proceed from national to personal level, or the inverse. Audience members appreciate a clear discussion of the problem in a persuasive speech, but they also appreciate solutions. You might offer a national solution that may be viewed as unworkable, but your solution on a personal level may be more realistic, such as considering an alternate point of view or making a small donation to a worthy cause.<\/p>\r\n\r\n<\/div>\r\n<div id=\"mclean-ch14_s03_s04\" class=\"section\">\r\n<h2 class=\"title editable block\">Increase Consideration<\/h2>\r\n<p id=\"mclean-ch14_s03_s04_p01\" class=\"para editable block\">Perhaps you know that your audience is not open to emotional appeals that involve the fear of global warming, so you choose to base your persuasive speech on something they are more open to: the economic argument and the relative cost of car ownership. In this speech, you want to increase consideration on the part of the audience whose members either hold hostile views or perhaps are neutral and simply curious. You might be able to compare and contrast competing cars and show that the costs over ten years are quite similar, but that the Prius has additional features that are the equivalent of a bonus, including high gas mileage. You might describe tax incentives for ownership, maintenance schedules and costs, and resale value. Your arguments and their support aim at increasing the audience\u2019s consideration of your position. You won\u2019t be asking for action in this presentation, but a corresponding increase of consideration may lead the customer to that point at a later date.<\/p>\r\n\r\n<\/div>\r\n<div id=\"mclean-ch14_s03_s05\" class=\"section\">\r\n<h2 class=\"title editable block\">Develop Tolerance of Alternate Perspectives<\/h2>\r\n<p id=\"mclean-ch14_s03_s05_p01\" class=\"para editable block\">Finally, you may want to help your audience develop tolerance of alternate perspectives and viewpoints. Perhaps your audience, as in the previous example, is interested in purchasing a car and you are the lead salesperson on that model. As you listen, and do your informal audience analysis, you may learn that horsepower and speed are important values to this customer. You might raise the issue of torque versus horsepower and indicate that the \u201cuumph\u201d you feel as you start a car off the line is torque. Many hybrid and even electric vehicles have great torque, as their systems involve fewer parts and less friction than a corresponding internal combustion-transaxle system. You goal is to help your audience develop tolerance, but not necessarily acceptance, of alternate perspectives. A traditional way of measuring speed has always been how fast a car can go from zero to sixty miles per hour.<\/p>\r\n<p id=\"mclean-ch14_s03_s05_p02\" class=\"para editable block\">You are essentially indicating that there are two relevant factors to consider when discussing speed (horsepower and torque), and asking the customer to consider the alternate perspective. Lots of horsepower might be all right for high speeds, but by raising the issue of their normal driving, they might learn that what counts day in and day out for driving is torque, not horsepower. By starting from common ground, and introducing a related idea, you are persuading your audience to consider an alternate perspective.<\/p>\r\n\r\n<div id=\"mclean-ch14_s03_s05_n02\" class=\"bcc-box bcc-info\">\r\n<h3 class=\"title\">Exercises<\/h3>\r\n<ol id=\"mclean-ch14_s03_s05_l01\" class=\"orderedlist\">\r\n \t<li>Select a commercial for a product or service you do not believe you would ever buy. Evaluate the commercial according to the principles of persuasion described in this section. Does it use more than one principle? Is any principle effective on you as an audience member? If you could change the commercial to increase its persuasive appeal to yourself as a customer, what changes would you make? Discuss your findings with your classmates.<\/li>\r\n \t<li>Which do you think is a more difficult challenge, discontinuance or deterrence? Why? Give some examples and discuss them with your classmates.<\/li>\r\n \t<li>Do you think persuasion by continuance is necessary? Or would people continue a given behavior regardless of any persuasive messages? Think of an example and discuss it with your classmates.<\/li>\r\n<\/ol>\r\n<\/div>\r\n<\/div>\r\n<h1>Sample Persuasive Speech<\/h1>\r\n<p id=\"mclean-ch14_s07_p01\" class=\"para editable block\">Here is a generic, sample speech in an outline form with notes and suggestions.<\/p>\r\n\r\n<div id=\"mclean-ch14_s07_s01\" class=\"section\">\r\n<h2 class=\"title editable block\">Attention Statement<\/h2>\r\n<p id=\"mclean-ch14_s07_s01_p01\" class=\"para editable block\">Show a picture of a person on death row and ask the audience: does an innocent man deserve to die?<\/p>\r\n\r\n<\/div>\r\n<div id=\"mclean-ch14_s07_s02\" class=\"section\">\r\n<h2 class=\"title editable block\">Introduction<\/h2>\r\n<p id=\"mclean-ch14_s07_s02_p01\" class=\"para editable block\">Briefly introduce the man in an Illinois prison and explain that he was released only days before his impending death because DNA evidence (not available when he was convicted), clearly established his innocence.<\/p>\r\n<p id=\"mclean-ch14_s07_s02_p02\" class=\"para editable block\">A statement of your topic and your specific stand on the topic:<\/p>\r\n<p id=\"mclean-ch14_s07_s02_p03\" class=\"para editable block\">\u201cMy speech today is about the death penalty, and I am against it.\u201d<\/p>\r\n<p id=\"mclean-ch14_s07_s02_p04\" class=\"para editable block\">Introduce your credibility and the topic: \u201cMy research on this controversial topic has shown me that deterrence and retribution are central arguments for the death penalty, and today I will address each of these issues in turn.\u201d<\/p>\r\n<p id=\"mclean-ch14_s07_s02_p05\" class=\"para editable block\">State your main points.<\/p>\r\n<p id=\"mclean-ch14_s07_s02_p06\" class=\"para editable block\">\u201cToday I will address the two main arguments for the death penalty, deterrence and retribution, and examine how the governor of one state decided that since some cases were found to be faulty, all cases would be stayed until proven otherwise.\u201d<\/p>\r\n\r\n<\/div>\r\n<div id=\"mclean-ch14_s07_s03\" class=\"section\">\r\n<h2 class=\"title editable block\">Body<\/h2>\r\n<p id=\"mclean-ch14_s07_s03_p01\" class=\"para editable block\">Information: Provide a simple explanation of the death penalty in case there are people who do not know about it. Provide clear definitions of key terms.<\/p>\r\n<p id=\"mclean-ch14_s07_s03_p02\" class=\"para editable block\">Deterrence: Provide arguments by generalization, sign, and authority.<\/p>\r\n<p id=\"mclean-ch14_s07_s03_p03\" class=\"para editable block\">Retribution: Provide arguments by analogy, cause, and principle.<\/p>\r\n<p id=\"mclean-ch14_s07_s03_p04\" class=\"para editable block\">Case study: State of Illinois, Gov. George Ryan. Provide an argument by testimony and authority by quoting: \u201cYou have a system right now\u2026that\u2019s fraught with error and has innumerable opportunities for innocent people to be executed,\u201d Dennis Culloton, spokesman for the Governor, told the <em class=\"emphasis\">Chicago Tribune<\/em>. \u201cHe is determined not to make that mistake.\u201d<\/p>\r\n<p id=\"mclean-ch14_s07_s03_p05\" class=\"para editable block\">Solution steps:<\/p>\r\n\r\n<ol id=\"mclean-ch14_s07_s03_l01\" class=\"orderedlist editable block\">\r\n \t<li><em class=\"emphasis\">National level<\/em>. \u201cStay all executions until the problem that exists in Illinois, and perhaps the nation, is addressed.\u201d<\/li>\r\n \t<li><em class=\"emphasis\">Local level<\/em>. \u201cWe need to encourage our own governor to examine the system we have for similar errors and opportunities for innocent people to be executed.\u201d<\/li>\r\n \t<li><em class=\"emphasis\">Personal level<\/em>. \u201cVote, write your representatives, and help bring this issue to the forefront in your community.\u201d<\/li>\r\n<\/ol>\r\n<\/div>\r\n<div id=\"mclean-ch14_s07_s04\" class=\"section\">\r\n<h2 class=\"title editable block\">Conclusion<\/h2>\r\n<p id=\"mclean-ch14_s07_s04_p01\" class=\"para editable block\">Reiterate your main points and provide synthesis; do not introduce new content.<\/p>\r\n\r\n<\/div>\r\n<div id=\"mclean-ch14_s07_s05\" class=\"section\">\r\n<h2 class=\"title editable block\">Residual Message<\/h2>\r\n<p id=\"mclean-ch14_s07_s05_p01\" class=\"para editable block\">Imagine that you have been assigned to give a persuasive presentation lasting five to seven minutes. Follow the guidelines in <a class=\"xref\" href=\"#mclean-ch14_s07_s05_t01\">Table 11.5 \"Sample Speech Guidelines\"<\/a> and apply them to your presentation.<\/p>\r\n&nbsp;\r\n<div id=\"mclean-ch14_s07_s05_t01\" class=\"\u201dtable\">\r\n<p class=\"title\"><span class=\"title-prefix\">Table 11.5<\/span>\u00a0Sample Speech Guidelines<\/p>\r\n\r\n<table cellspacing=\"0\" cellpadding=\"0\">\r\n<tbody>\r\n<tr>\r\n<td>1.Topic<\/td>\r\n<td>Choose a product or service that interests you so much that you would like to influence the audience\u2019s attitudes and behavior toward it.<\/td>\r\n<\/tr>\r\n<tr>\r\n<td>2. Purpose<\/td>\r\n<td>Persuasive speakers may plan to secure behavioral changes, influence thinking, or motivate action in their audience. They may state a proposition of fact, value, definition, or policy. They may incorporate appeals to reason, emotion, and\/or basic needs.<\/td>\r\n<\/tr>\r\n<tr>\r\n<td>3. Audience<\/td>\r\n<td>Think about what your audience might already know about your topic and what they may not know, and perhaps any attitudes toward or concerns about it. Consider how this may affect the way that you will present your information. You won\u2019t be able to convert everyone in the audience from a \u201cno\u201d to a \u201cyes,\u201d but you might encourage a couple to consider \u201cmaybe.\u201d Audiences are more likely to change their behavior if it meets their needs, saves them money, involves a small change, or if the proposed change is approached gradually in the presentation.<\/td>\r\n<\/tr>\r\n<tr>\r\n<td>4. Supporting Materials<\/td>\r\n<td>Using the information gathered in your search for information, determine what is most worthwhile, interesting, and important to include in your speech. Time limits will require that you be selective about what you use. Consider information that the audience might want to know that contradicts or challenges your claims and be prepared for questions. Use visual aids to illustrate your message.<\/td>\r\n<\/tr>\r\n<tr>\r\n<td>5. Organization<\/td>\r\n<td>\r\n<ol id=\"mclean-ch14_s07_s05_l01\" class=\"orderedlist\">\r\n \t<li>Write a central idea statement, which expresses the message, or point, that you hope to get across to your listeners in the speech.<\/li>\r\n \t<li>Determine the two to three main points that will be needed to support your central idea.<\/li>\r\n \t<li>Prepare a complete sentence outline of the body of the speech, including solution steps or action items.<\/li>\r\n<\/ol>\r\n<\/td>\r\n<\/tr>\r\n<tr>\r\n<td>6. Introduction<\/td>\r\n<td>Develop an opening that will\r\n<ol id=\"mclean-ch14_s07_s05_l02\" class=\"orderedlist\">\r\n \t<li>get the attention and interest of your listeners,<\/li>\r\n \t<li>express your central idea\/message, and<\/li>\r\n \t<li>lead into the body of your speech.<\/li>\r\n<\/ol>\r\n<\/td>\r\n<\/tr>\r\n<tr>\r\n<td>7. Conclusion<\/td>\r\n<td>The conclusion should review and\/or summarize the important ideas in your speech and bring it to a smooth close.<\/td>\r\n<\/tr>\r\n<tr>\r\n<td>8. Delivery<\/td>\r\n<td>The speech should be delivered extemporaneously, using speaking notes and not reading from the manuscript. Work on maximum eye contact with your listeners. Use any visual aids or handouts that may be helpful.<\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n<\/div>\r\n<div id=\"mclean-ch14_s07_s05_n02\" class=\"bcc-box bcc-info\">\r\n<h3 class=\"title\">Exercises<\/h3>\r\n<ol id=\"mclean-ch14_s07_s05_l03\" class=\"orderedlist\">\r\n \t<li>Apply this framework to your persuasive speech.<\/li>\r\n \t<li>Prepare a three- to five-minute presentation to persuade and present it to the class.<\/li>\r\n \t<li>Review an effective presentation to persuade and present it to the class.<\/li>\r\n \t<li>Review an ineffective presentation to persuade and present it to the class<\/li>\r\n<\/ol>\r\n<\/div>\r\n<\/div>","rendered":"<div id=\"mclean-ch14_s03_n01\" class=\"bcc-box bcc-highlight\">\n<h3 class=\"title\">Learning Objective<\/h3>\n<ol id=\"mclean-ch14_s03_l01\" class=\"orderedlist\">\n<li>Identify and demonstrate the effective use of five functions of speaking to persuade.<\/li>\n<li>Understand the structural parts of a persuasive speech.<\/li>\n<\/ol>\n<\/div>\n<p id=\"mclean-ch14_s03_p01\" class=\"para editable block\">What does a presentation to persuade do? There is a range of functions to consider, and they may overlap or you may incorporate more than one as you present. We will discuss how to<\/p>\n<ul id=\"mclean-ch14_s03_l02\" class=\"itemizedlist editable block\">\n<li>stimulate,<\/li>\n<li>convince,<\/li>\n<li>call to action,<\/li>\n<li>increase consideration, and<\/li>\n<li>develop tolerance of alternate perspectives.<\/li>\n<\/ul>\n<p id=\"mclean-ch14_s03_p02\" class=\"para editable block\">We will also examine how each of these functions influences the process of persuasion.<\/p>\n<div id=\"mclean-ch14_s03_s01\" class=\"section\">\n<h2 class=\"title editable block\">Stimulate<\/h2>\n<p id=\"mclean-ch14_s03_s01_p01\" class=\"para editable block\">When you focus on stimulation as the goal or operational function of your speech, you want to reinforce existing beliefs, intensify them, and bring them to the forefront. Perhaps you\u2019ve been concerned with global warming for quite some time. Many people in the audience may not know about the melting polar ice caps and the loss of significant ice shelves in Antarctica, including part of the Ross Ice Shelf, an iceberg almost 20 miles wide and 124 miles long, more than twice the size of Rhode Island. They may be unaware of how many ice shelves have broken off, the 6 percent drop in global phytoplankton (the basis of many food chains), and the effects of the introduction of fresh water to the oceans. By presenting these facts, you will reinforce existing beliefs, intensify them, and bring the issue to the surface. You might consider the foundation of common ground and commonly held beliefs, and then introduce information that a mainstream audience may not be aware of that supports that common ground as a strategy to stimulate.<\/p>\n<\/div>\n<div id=\"mclean-ch14_s03_s02\" class=\"section\">\n<h2 class=\"title editable block\">Convince<\/h2>\n<p id=\"mclean-ch14_s03_s02_p01\" class=\"para editable block\">In a persuasive speech, the goal is to change the attitudes, beliefs, values, or judgments of your audience. If we look back at the idea of motive, in this speech the prosecuting attorney would try to convince the jury members that the defendant is guilty beyond reasonable doubt. He or she may discuss motive, present facts, all with the goal to convince the jury to believe or find that his or her position is true. In the film <em class=\"emphasis\">The Day After Tomorrow<\/em>, Dennis Quaid stars as a paleoclimatologist who unsuccessfully tries to convince the U.S. vice president that a sudden climate change is about to occur. In the film, much like real life, the vice president listens to Quaid\u2019s position with his own bias in mind, listening for only points that reinforce his point of view while rejecting points that do not.<\/p>\n<p id=\"mclean-ch14_s03_s02_p02\" class=\"para editable block\">Audience members will also hold beliefs and are likely to involve their own personal bias. Your goal is to get them to agree with your position, so you will need to plan a range of points and examples to get audience members to consider your topic. Perhaps you present Dennis Quaid\u2019s argument that loss of the North Atlantic Current will drastically change our climate, clearly establishing the problem for the audience. You might cite the review by a professor, for example, who states in reputable science magazine that the film\u2019s depiction of a climate change has a chance of happening, but that the timetable is more on the order of ten years, not seven days as depicted in the film. You then describe a range of possible solutions. If the audience comes to a mental agreement that a problem exists, they will look to you asking, \u201cWhat are the options?\u201d Then you may indicate a solution that is a better alternative, recommending future action.<\/p>\n<\/div>\n<div id=\"mclean-ch14_s03_s03\" class=\"section\">\n<h2 class=\"title editable block\">Call to Action<\/h2>\n<div class=\"\u201dcaption&quot;\" style=\"text-align: center; font-size: .8em; max-width: 450px;\">\n<div id=\"mclean-ch14_s03_s03_f01\" class=\"figure small editable block\">\n<p><a href=\"https:\/\/open.lib.umn.edu\/app\/uploads\/sites\/22\/2015\/11\/14.3.0.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-1733\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images\/wp-content\/uploads\/sites\/5485\/2020\/11\/22175649\/14.3.0.jpg\" alt=\"This poster is not...but are you ?\" width=\"450\" height=\"450\" \/><\/a><\/p>\n<p class=\"para\">A call to action features a clear response for the audience.<\/p>\n<div class=\"copyright\">\n<p class=\"para\">P T &#8211; <a href=\"https:\/\/www.flickr.com\/photos\/propagandatimes\/6923732114\/\">The poster is not&#8230;but are you ?<\/a> &#8211; CC BY-NC-ND 2.0.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<p id=\"mclean-ch14_s03_s03_p01\" class=\"para editable block\">In this speech, you are calling your audience to action. You are stating that it\u2019s not about stimulating interest to reinforce and accentuate beliefs, or convincing an audience of a viewpoint that you hold, but instead that you want to see your listeners change their behavior. If you were in sales at Toyota, you might incorporate our previous example on global warming to reinforce, and then make a call to action (make a purchase decision), when presenting the Prius hybrid (gas-electric) automobile. The economics, even at current gas prices, might not completely justify the difference in price between a hybrid and a nonhybrid car. However, if you as the salesperson can make a convincing argument that choosing a hybrid car is the right and responsible decision, you may be more likely to get the customer to act. The persuasive speech that focuses on action often generates curiosity, clarifies a problem, and as we have seen, proposes a range of solutions. They key difference here is there is a clear link to action associated with the solutions.<\/p>\n<p id=\"mclean-ch14_s03_s03_p02\" class=\"para editable block\">Solutions lead us to considering the goals of action. These goals address the question, \u201cWhat do I want the audience to do as a result of being engaged by my speech?\u201d The goals of action include adoption, discontinuance, deterrence, and continuance.<\/p>\n<p id=\"mclean-ch14_s03_s03_p03\" class=\"para editable block\"><strong>Adoption<\/strong>\u00a0means the speaker wants to persuade the audience to take on a new way of thinking, or adopt a new idea. Examples could include buying a new product, voting for a new candidate, or deciding to donate blood. The key is that the audience member adopts, or takes on, a new view, action, or habit.<\/p>\n<p id=\"mclean-ch14_s03_s03_p04\" class=\"para editable block\"><strong>Discontinuance<\/strong>\u00a0involves the speaker persuading the audience to stop doing something what they have been doing, such as smoking. Rather than take on a new habit or action, the speaker is asking the audience member to stop an existing behavior or idea. As such, discontinuance is in some ways the opposite of adoption.<\/p>\n<p id=\"mclean-ch14_s03_s03_p05\" class=\"para editable block\"><b>Deterrence\u00a0<\/b>is a call action that focuses on persuading audience not to start something if they haven\u2019t already started. Perhaps many people in the audience have never tried illicit drugs, or have not gotten behind the wheel of a car while intoxicated. The goal of action in this case would be to deter, or encourage the audience members to refrain from starting or initiating the behavior.<\/p>\n<p id=\"mclean-ch14_s03_s03_p06\" class=\"para editable block\">Finally, with <strong>continuance<\/strong>, the speaker aims to persuade the audience to continue doing what they have been doing, such as reelect a candidate, keep buying product, or staying in school to get an education.<\/p>\n<p id=\"mclean-ch14_s03_s03_p07\" class=\"para editable block\">A speaker may choose to address more than one of these goals of action, depending on the audience analysis. If the audience is largely agreeable and supportive, you may find continuance to be one goal, while adoption is secondary.<\/p>\n<p id=\"mclean-ch14_s03_s03_p08\" class=\"para editable block\">These goals serve to guide you in the development of solution steps. Solution steps involve suggestions or ways the audience can take action after your speech. They often proceed from national to personal level, or the inverse. Audience members appreciate a clear discussion of the problem in a persuasive speech, but they also appreciate solutions. You might offer a national solution that may be viewed as unworkable, but your solution on a personal level may be more realistic, such as considering an alternate point of view or making a small donation to a worthy cause.<\/p>\n<\/div>\n<div id=\"mclean-ch14_s03_s04\" class=\"section\">\n<h2 class=\"title editable block\">Increase Consideration<\/h2>\n<p id=\"mclean-ch14_s03_s04_p01\" class=\"para editable block\">Perhaps you know that your audience is not open to emotional appeals that involve the fear of global warming, so you choose to base your persuasive speech on something they are more open to: the economic argument and the relative cost of car ownership. In this speech, you want to increase consideration on the part of the audience whose members either hold hostile views or perhaps are neutral and simply curious. You might be able to compare and contrast competing cars and show that the costs over ten years are quite similar, but that the Prius has additional features that are the equivalent of a bonus, including high gas mileage. You might describe tax incentives for ownership, maintenance schedules and costs, and resale value. Your arguments and their support aim at increasing the audience\u2019s consideration of your position. You won\u2019t be asking for action in this presentation, but a corresponding increase of consideration may lead the customer to that point at a later date.<\/p>\n<\/div>\n<div id=\"mclean-ch14_s03_s05\" class=\"section\">\n<h2 class=\"title editable block\">Develop Tolerance of Alternate Perspectives<\/h2>\n<p id=\"mclean-ch14_s03_s05_p01\" class=\"para editable block\">Finally, you may want to help your audience develop tolerance of alternate perspectives and viewpoints. Perhaps your audience, as in the previous example, is interested in purchasing a car and you are the lead salesperson on that model. As you listen, and do your informal audience analysis, you may learn that horsepower and speed are important values to this customer. You might raise the issue of torque versus horsepower and indicate that the \u201cuumph\u201d you feel as you start a car off the line is torque. Many hybrid and even electric vehicles have great torque, as their systems involve fewer parts and less friction than a corresponding internal combustion-transaxle system. You goal is to help your audience develop tolerance, but not necessarily acceptance, of alternate perspectives. A traditional way of measuring speed has always been how fast a car can go from zero to sixty miles per hour.<\/p>\n<p id=\"mclean-ch14_s03_s05_p02\" class=\"para editable block\">You are essentially indicating that there are two relevant factors to consider when discussing speed (horsepower and torque), and asking the customer to consider the alternate perspective. Lots of horsepower might be all right for high speeds, but by raising the issue of their normal driving, they might learn that what counts day in and day out for driving is torque, not horsepower. By starting from common ground, and introducing a related idea, you are persuading your audience to consider an alternate perspective.<\/p>\n<div id=\"mclean-ch14_s03_s05_n02\" class=\"bcc-box bcc-info\">\n<h3 class=\"title\">Exercises<\/h3>\n<ol id=\"mclean-ch14_s03_s05_l01\" class=\"orderedlist\">\n<li>Select a commercial for a product or service you do not believe you would ever buy. Evaluate the commercial according to the principles of persuasion described in this section. Does it use more than one principle? Is any principle effective on you as an audience member? If you could change the commercial to increase its persuasive appeal to yourself as a customer, what changes would you make? Discuss your findings with your classmates.<\/li>\n<li>Which do you think is a more difficult challenge, discontinuance or deterrence? Why? Give some examples and discuss them with your classmates.<\/li>\n<li>Do you think persuasion by continuance is necessary? Or would people continue a given behavior regardless of any persuasive messages? Think of an example and discuss it with your classmates.<\/li>\n<\/ol>\n<\/div>\n<\/div>\n<h1>Sample Persuasive Speech<\/h1>\n<p id=\"mclean-ch14_s07_p01\" class=\"para editable block\">Here is a generic, sample speech in an outline form with notes and suggestions.<\/p>\n<div id=\"mclean-ch14_s07_s01\" class=\"section\">\n<h2 class=\"title editable block\">Attention Statement<\/h2>\n<p id=\"mclean-ch14_s07_s01_p01\" class=\"para editable block\">Show a picture of a person on death row and ask the audience: does an innocent man deserve to die?<\/p>\n<\/div>\n<div id=\"mclean-ch14_s07_s02\" class=\"section\">\n<h2 class=\"title editable block\">Introduction<\/h2>\n<p id=\"mclean-ch14_s07_s02_p01\" class=\"para editable block\">Briefly introduce the man in an Illinois prison and explain that he was released only days before his impending death because DNA evidence (not available when he was convicted), clearly established his innocence.<\/p>\n<p id=\"mclean-ch14_s07_s02_p02\" class=\"para editable block\">A statement of your topic and your specific stand on the topic:<\/p>\n<p id=\"mclean-ch14_s07_s02_p03\" class=\"para editable block\">\u201cMy speech today is about the death penalty, and I am against it.\u201d<\/p>\n<p id=\"mclean-ch14_s07_s02_p04\" class=\"para editable block\">Introduce your credibility and the topic: \u201cMy research on this controversial topic has shown me that deterrence and retribution are central arguments for the death penalty, and today I will address each of these issues in turn.\u201d<\/p>\n<p id=\"mclean-ch14_s07_s02_p05\" class=\"para editable block\">State your main points.<\/p>\n<p id=\"mclean-ch14_s07_s02_p06\" class=\"para editable block\">\u201cToday I will address the two main arguments for the death penalty, deterrence and retribution, and examine how the governor of one state decided that since some cases were found to be faulty, all cases would be stayed until proven otherwise.\u201d<\/p>\n<\/div>\n<div id=\"mclean-ch14_s07_s03\" class=\"section\">\n<h2 class=\"title editable block\">Body<\/h2>\n<p id=\"mclean-ch14_s07_s03_p01\" class=\"para editable block\">Information: Provide a simple explanation of the death penalty in case there are people who do not know about it. Provide clear definitions of key terms.<\/p>\n<p id=\"mclean-ch14_s07_s03_p02\" class=\"para editable block\">Deterrence: Provide arguments by generalization, sign, and authority.<\/p>\n<p id=\"mclean-ch14_s07_s03_p03\" class=\"para editable block\">Retribution: Provide arguments by analogy, cause, and principle.<\/p>\n<p id=\"mclean-ch14_s07_s03_p04\" class=\"para editable block\">Case study: State of Illinois, Gov. George Ryan. Provide an argument by testimony and authority by quoting: \u201cYou have a system right now\u2026that\u2019s fraught with error and has innumerable opportunities for innocent people to be executed,\u201d Dennis Culloton, spokesman for the Governor, told the <em class=\"emphasis\">Chicago Tribune<\/em>. \u201cHe is determined not to make that mistake.\u201d<\/p>\n<p id=\"mclean-ch14_s07_s03_p05\" class=\"para editable block\">Solution steps:<\/p>\n<ol id=\"mclean-ch14_s07_s03_l01\" class=\"orderedlist editable block\">\n<li><em class=\"emphasis\">National level<\/em>. \u201cStay all executions until the problem that exists in Illinois, and perhaps the nation, is addressed.\u201d<\/li>\n<li><em class=\"emphasis\">Local level<\/em>. \u201cWe need to encourage our own governor to examine the system we have for similar errors and opportunities for innocent people to be executed.\u201d<\/li>\n<li><em class=\"emphasis\">Personal level<\/em>. \u201cVote, write your representatives, and help bring this issue to the forefront in your community.\u201d<\/li>\n<\/ol>\n<\/div>\n<div id=\"mclean-ch14_s07_s04\" class=\"section\">\n<h2 class=\"title editable block\">Conclusion<\/h2>\n<p id=\"mclean-ch14_s07_s04_p01\" class=\"para editable block\">Reiterate your main points and provide synthesis; do not introduce new content.<\/p>\n<\/div>\n<div id=\"mclean-ch14_s07_s05\" class=\"section\">\n<h2 class=\"title editable block\">Residual Message<\/h2>\n<p id=\"mclean-ch14_s07_s05_p01\" class=\"para editable block\">Imagine that you have been assigned to give a persuasive presentation lasting five to seven minutes. Follow the guidelines in <a class=\"xref\" href=\"#mclean-ch14_s07_s05_t01\">Table 11.5 &#8220;Sample Speech Guidelines&#8221;<\/a> and apply them to your presentation.<\/p>\n<p>&nbsp;<\/p>\n<div id=\"mclean-ch14_s07_s05_t01\" class=\"\u201dtable\">\n<p class=\"title\"><span class=\"title-prefix\">Table 11.5<\/span>\u00a0Sample Speech Guidelines<\/p>\n<table cellpadding=\"0\" style=\"border-spacing: 0px;\">\n<tbody>\n<tr>\n<td>1.Topic<\/td>\n<td>Choose a product or service that interests you so much that you would like to influence the audience\u2019s attitudes and behavior toward it.<\/td>\n<\/tr>\n<tr>\n<td>2. Purpose<\/td>\n<td>Persuasive speakers may plan to secure behavioral changes, influence thinking, or motivate action in their audience. They may state a proposition of fact, value, definition, or policy. They may incorporate appeals to reason, emotion, and\/or basic needs.<\/td>\n<\/tr>\n<tr>\n<td>3. Audience<\/td>\n<td>Think about what your audience might already know about your topic and what they may not know, and perhaps any attitudes toward or concerns about it. Consider how this may affect the way that you will present your information. You won\u2019t be able to convert everyone in the audience from a \u201cno\u201d to a \u201cyes,\u201d but you might encourage a couple to consider \u201cmaybe.\u201d Audiences are more likely to change their behavior if it meets their needs, saves them money, involves a small change, or if the proposed change is approached gradually in the presentation.<\/td>\n<\/tr>\n<tr>\n<td>4. Supporting Materials<\/td>\n<td>Using the information gathered in your search for information, determine what is most worthwhile, interesting, and important to include in your speech. Time limits will require that you be selective about what you use. Consider information that the audience might want to know that contradicts or challenges your claims and be prepared for questions. Use visual aids to illustrate your message.<\/td>\n<\/tr>\n<tr>\n<td>5. Organization<\/td>\n<td>\n<ol id=\"mclean-ch14_s07_s05_l01\" class=\"orderedlist\">\n<li>Write a central idea statement, which expresses the message, or point, that you hope to get across to your listeners in the speech.<\/li>\n<li>Determine the two to three main points that will be needed to support your central idea.<\/li>\n<li>Prepare a complete sentence outline of the body of the speech, including solution steps or action items.<\/li>\n<\/ol>\n<\/td>\n<\/tr>\n<tr>\n<td>6. Introduction<\/td>\n<td>Develop an opening that will<\/p>\n<ol id=\"mclean-ch14_s07_s05_l02\" class=\"orderedlist\">\n<li>get the attention and interest of your listeners,<\/li>\n<li>express your central idea\/message, and<\/li>\n<li>lead into the body of your speech.<\/li>\n<\/ol>\n<\/td>\n<\/tr>\n<tr>\n<td>7. Conclusion<\/td>\n<td>The conclusion should review and\/or summarize the important ideas in your speech and bring it to a smooth close.<\/td>\n<\/tr>\n<tr>\n<td>8. Delivery<\/td>\n<td>The speech should be delivered extemporaneously, using speaking notes and not reading from the manuscript. Work on maximum eye contact with your listeners. Use any visual aids or handouts that may be helpful.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<div id=\"mclean-ch14_s07_s05_n02\" class=\"bcc-box bcc-info\">\n<h3 class=\"title\">Exercises<\/h3>\n<ol id=\"mclean-ch14_s07_s05_l03\" class=\"orderedlist\">\n<li>Apply this framework to your persuasive speech.<\/li>\n<li>Prepare a three- to five-minute presentation to persuade and present it to the class.<\/li>\n<li>Review an effective presentation to persuade and present it to the class.<\/li>\n<li>Review an ineffective presentation to persuade and present it to the class<\/li>\n<\/ol>\n<\/div>\n<\/div>\n\n\t\t\t <section class=\"citations-section\" role=\"contentinfo\">\n\t\t\t <h3>Candela Citations<\/h3>\n\t\t\t\t\t <div>\n\t\t\t\t\t\t <div id=\"citation-list-537\">\n\t\t\t\t\t\t\t <div class=\"licensing\"><div class=\"license-attribution-dropdown-subheading\">CC licensed content, Shared previously<\/div><ul class=\"citation-list\"><li>Business Communication for Success. <strong>Authored by<\/strong>: University of Minnesota. <strong>Located at<\/strong>: <a target=\"_blank\" href=\"https:\/\/open.lib.umn.edu\/businesscommunication\/chapter\/14-7-sample-persuasive-speech\/\">https:\/\/open.lib.umn.edu\/businesscommunication\/chapter\/14-7-sample-persuasive-speech\/<\/a>. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by-nc-sa\/4.0\/\">CC BY-NC-SA: Attribution-NonCommercial-ShareAlike<\/a><\/em><\/li><\/ul><\/div>\n\t\t\t\t\t\t <\/div>\n\t\t\t\t\t <\/div>\n\t\t\t <\/section>","protected":false},"author":85404,"menu_order":6,"template":"","meta":{"_candela_citation":"[{\"type\":\"cc\",\"description\":\"Business Communication for Success\",\"author\":\"University of Minnesota\",\"organization\":\"\",\"url\":\"https:\/\/open.lib.umn.edu\/businesscommunication\/chapter\/14-7-sample-persuasive-speech\/\",\"project\":\"\",\"license\":\"cc-by-nc-sa\",\"license_terms\":\"\"}]","CANDELA_OUTCOMES_GUID":"","pb_show_title":"on","pb_short_title":"","pb_subtitle":"","pb_authors":[],"pb_section_license":""},"chapter-type":[],"contributor":[],"license":[],"class_list":["post-537","chapter","type-chapter","status-publish","hentry"],"part":713,"_links":{"self":[{"href":"https:\/\/courses.lumenlearning.com\/suny-oswego-businesscommunicationmgrs2\/wp-json\/pressbooks\/v2\/chapters\/537","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/courses.lumenlearning.com\/suny-oswego-businesscommunicationmgrs2\/wp-json\/pressbooks\/v2\/chapters"}],"about":[{"href":"https:\/\/courses.lumenlearning.com\/suny-oswego-businesscommunicationmgrs2\/wp-json\/wp\/v2\/types\/chapter"}],"author":[{"embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/suny-oswego-businesscommunicationmgrs2\/wp-json\/wp\/v2\/users\/85404"}],"version-history":[{"count":10,"href":"https:\/\/courses.lumenlearning.com\/suny-oswego-businesscommunicationmgrs2\/wp-json\/pressbooks\/v2\/chapters\/537\/revisions"}],"predecessor-version":[{"id":1857,"href":"https:\/\/courses.lumenlearning.com\/suny-oswego-businesscommunicationmgrs2\/wp-json\/pressbooks\/v2\/chapters\/537\/revisions\/1857"}],"part":[{"href":"https:\/\/courses.lumenlearning.com\/suny-oswego-businesscommunicationmgrs2\/wp-json\/pressbooks\/v2\/parts\/713"}],"metadata":[{"href":"https:\/\/courses.lumenlearning.com\/suny-oswego-businesscommunicationmgrs2\/wp-json\/pressbooks\/v2\/chapters\/537\/metadata\/"}],"wp:attachment":[{"href":"https:\/\/courses.lumenlearning.com\/suny-oswego-businesscommunicationmgrs2\/wp-json\/wp\/v2\/media?parent=537"}],"wp:term":[{"taxonomy":"chapter-type","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/suny-oswego-businesscommunicationmgrs2\/wp-json\/pressbooks\/v2\/chapter-type?post=537"},{"taxonomy":"contributor","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/suny-oswego-businesscommunicationmgrs2\/wp-json\/wp\/v2\/contributor?post=537"},{"taxonomy":"license","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/suny-oswego-businesscommunicationmgrs2\/wp-json\/wp\/v2\/license?post=537"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}