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How to Write an Outline for a Persuasive Speech, with Examples

Jim Peterson has over 20 years experience on speech writing. He wrote over 300 free speech topic ideas and how-to guides for any kind of public speaking and speech writing assignments at My Speech Class.

Persuasive speeches are one of the three most used speeches in our daily lives. Persuasive speech is used when presenters decide to convince their presentation or ideas to their listeners. A compelling speech aims to persuade the listener to believe in a particular point of view. One of the most iconic examples is Martin Luther King’s ‘I had a dream’ speech on the 28th of August 1963.

In this article:

What is Persuasive Speech?

Here are some steps to follow:, persuasive speech outline, final thoughts.

Persuasive speech is a written and delivered essay to convince people of the speaker’s viewpoint or ideas. Persuasive speaking is the type of speaking people engage in the most. This type of speech has a broad spectrum, from arguing about politics to talking about what to have for dinner. Persuasive speaking is highly connected to the audience, as in a sense, the speaker has to meet the audience halfway.

Persuasive Speech Preparation

Persuasive speech preparation doesn’t have to be difficult, as long as you select your topic wisely and prepare thoroughly.

1. Select a Topic and Angle

Come up with a controversial topic that will spark a heated debate, regardless of your position. This could be about anything. Choose a topic that you are passionate about. Select a particular angle to focus on to ensure that your topic isn’t too broad. Research the topic thoroughly, focussing on key facts, arguments for and against your angle, and background.

2. Define Your Persuasive Goal

Once you have chosen your topic, it’s time to decide what your goal is to persuade the audience. Are you trying to persuade them in favor of a certain position or issue? Are you hoping that they change their behavior or an opinion due to your speech? Do you want them to decide to purchase something or donate money to a cause? Knowing your goal will help you make wise decisions about approaching writing and presenting your speech.

3. Analyze the Audience

Understanding your audience’s perspective is critical anytime that you are writing a speech. This is even more important when it comes to a persuasive speech because not only are you wanting to get the audience to listen to you, but you are also hoping for them to take a particular action in response to your speech. First, consider who is in the audience. Consider how the audience members are likely to perceive the topic you are speaking on to better relate to them on the subject. Grasp the obstacles audience members face or have regarding the topic so you can build appropriate persuasive arguments to overcome these obstacles.

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4. Build an Effective Persuasive Argument

Once you have a clear goal, you are knowledgeable about the topic and, have insights regarding your audience, you will be ready to build an effective persuasive argument to deliver in the form of a persuasive speech. 

Start by deciding what persuasive techniques are likely to help you persuade your audience. Would an emotional and psychological appeal to your audience help persuade them? Is there a good way to sway the audience with logic and reason? Is it possible that a bandwagon appeal might be effective?

5. Outline Your Speech

Once you know which persuasive strategies are most likely to be effective, your next step is to create a keyword outline to organize your main points and structure your persuasive speech for maximum impact on the audience.

Start strong, letting your audience know what your topic is, why it matters and, what you hope to achieve at the end of your speech. List your main points, thoroughly covering each point, being sure to build the argument for your position and overcome opposing perspectives. Conclude your speech by appealing to your audience to act in a way that will prove that you persuaded them successfully. Motivation is a big part of persuasion.

6. Deliver a Winning Speech

Select appropriate visual aids to share with your audiences, such as graphs, photos, or illustrations. Practice until you can deliver your speech confidently. Maintain eye contact, project your voice and, avoid using filler words or any form of vocal interference. Let your passion for the subject shine through. Your enthusiasm may be what sways the audience. 

Topic: What topic are you trying to persuade your audience on?

Specific Purpose:  

Central idea:

• Attention grabber – This is potentially the most crucial line. If the audience doesn’t like the opening line, they might be less inclined to listen to the rest of your speech.
• Thesis – This statement is used to inform the audience of the speaker’s mindset and try to get the audience to see the issue their way.
• Qualifications – Tell the audience why you are qualified to speak about the topic to persuade them.

After the introductory portion of the speech is over, the speaker starts presenting reasons to the audience to provide support for the statement. After each reason, the speaker will list examples to provide a factual argument to sway listeners’ opinions.

• Example 1 – Support for the reason given above.
• Example 2 – Support for the reason given above.

The most important part of a persuasive speech is the conclusion, second to the introduction and thesis statement. This is where the speaker must sum up and tie all of their arguments into an organized and solid point.

• Summary: Briefly remind the listeners why they should agree with your position.
• Memorable ending/ Audience challenge: End your speech with a powerful closing thought or recommend a course of action.
• Thank the audience for listening.

Persuasive Speech Outline Examples

Topic: Walking frequently can improve both your mental and physical health.

Specific Purpose: To persuade the audience to start walking to improve their health.

Central idea: Regular walking can improve your mental and physical health.

Life has become all about convenience and ease lately. We have dishwashers, so we don’t have to wash dishes by hand with electric scooters, so we don’t have to paddle while riding. I mean, isn’t it ridiculous?

Today’s luxuries have been welcomed by the masses. They have also been accused of turning us into passive, lethargic sloths. As a reformed sloth, I know how easy it can be to slip into the convenience of things and not want to move off the couch. I want to persuade you to start walking.

Americans lead a passive lifestyle at the expense of their own health.

• This means that we spend approximately 40% of our leisure time in front of the TV.
• Ironically, it is also reported that Americans don’t like many of the shows that they watch.
• Today’s studies indicate that people were experiencing higher bouts of depression than in the 18th and 19th centuries, when work and life were considered problematic.
• The article reports that 12.6% of Americans suffer from anxiety, and 9.5% suffer from severe depression.
• Present the opposition’s claim and refute an argument.
• Nutritionist Phyllis Hall stated that we tend to eat foods high in fat, which produces high levels of cholesterol in our blood, which leads to plaque build-up in our arteries.
• While modifying our diet can help us decrease our risk for heart disease, studies have indicated that people who don’t exercise are at an even greater risk.

In closing, I urge you to start walking more. Walking is a simple, easy activity. Park further away from stores and walk. Walk instead of driving to your nearest convenience store. Take 20 minutes and enjoy a walk around your neighborhood. Hide the TV remote, move off the couch and, walk. Do it for your heart.

Thank you for listening!

Topic: Less screen time can improve your sleep.

Specific Purpose: To persuade the audience to stop using their screens two hours before bed.

Central idea: Ceasing electronics before bed will help you achieve better sleep.

Who doesn’t love to sleep? I don’t think I have ever met anyone who doesn’t like getting a good night’s sleep. Sleep is essential for our bodies to rest and repair themselves.

I love sleeping and, there is no way that I would be able to miss out on a good night’s sleep.

As someone who has had trouble sleeping due to taking my phone into bed with me and laying in bed while entertaining myself on my phone till I fall asleep, I can say that it’s not the healthiest habit, and we should do whatever we can to change it.

• Our natural blue light source is the sun.
• Bluelight is designed to keep us awake.
• Bluelight makes our brain waves more active.
• We find it harder to sleep when our brain waves are more active.
• Having a good night’s rest will improve your mood.
• Being fully rested will increase your productivity.

Using electronics before bed will stimulate your brainwaves and make it more difficult for you to sleep. Bluelight tricks our brains into a false sense of daytime and, in turn, makes it more difficult for us to sleep. So, put down those screens if you love your sleep!

Thank the audience for listening

A persuasive speech is used to convince the audience of the speaker standing on a certain subject. To have a successful persuasive speech, doing the proper planning and executing your speech with confidence will help persuade the audience of your standing on the topic you chose. Persuasive speeches are used every day in the world around us, from planning what’s for dinner to arguing about politics. It is one of the most widely used forms of speech and, with proper planning and execution, you can sway any audience.

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82 Constructing a Persuasive Speech

Learning Objectives

• Define persuasion.
• Define ethos, logos, and pathos.
• Explain the barriers to persuading an audience.
• Construct a clear, reasonable proposition for a short classroom speech.
• Compose an outline for a well-supported persuasive speech.
• Analyze the audience to determine appropriate emotional and personal appeals.

Constructing a Persuasive Speech

In a sense, constructing your persuasive speech is the culmination of the skills you have learned already. In another sense, you are challenged to think somewhat differently. While the steps of analyzing your audience, formulating your purpose and central idea, applying evidence, considering ethics, framing the ideas in appropriate language, and then practicing delivery will of course apply, you will need to consider some expanded options about each of these steps.

Formulating a Proposition

As mentioned before, when thinking about a central idea statement in a persuasive speech, we use the terms “proposition” or claim. Persuasive speeches have one of four types of propositions or claims, which determine your overall approach. Before you move on, you need to determine what type of proposition you should have (based on the audience, context, issues involved in the topic, and assignment for the class).

Proposition of Fact

Speeches with this type of proposition attempt to establish the truth of a statement. There is not a sense of what is morally right and wrong or what should be done about the issue, only that a statement is supported by evidence or not. These propositions are not facts such as “the chemical symbol for water is H20” or “Barack Obama won the presidency in 2008 with 53% of the vote.” Propositions or claims of fact are statements over which persons disagree and there is evidence on both sides, although probably more on one than the other. Some examples of propositions of fact are:

Converting to solar energy can save homeowners money.

John F. Kennedy was assassinated by Lee Harvey Oswald working alone.

Experiments using animals are essential to the development of many life-saving medical procedures.

Climate change has been caused by human activity.

Granting tuition tax credits to the parents of children who attend private schools will perpetuate educational inequity.

Watching violence on television causes violent behavior in children.

William Shakespeare did not write most of the plays attributed to him.

John Doe committed the crime of which he is accused.

Notice that in none of these are any values—good or bad—mentioned. Perpetuating segregation is not portrayed as good or bad, only as an effect of a policy. Of course, most people view educational inequality as a bad thing negatively, just as they view life-saving medical procedures positively. But the point of these propositions is to prove with evidence the truth of a statement, not its inherent value or what the audience should do about it. In fact, in some propositions of fact no action response would even be possible, such as the proposition listed above that Lee Harvey Oswald acted alone in the assassination of President Kennedy.

Propositions of Definition

This is probably not one that you will use in your class, but it bears mentioning here because it is used in legal and scholarly arguments. Propositions of definitions argue that a word, phrase, or concept has a particular meaning. Remembering back to Chapter 7 on supporting materials, we saw that there are various ways to define words, such as by negation, operationalizing, and classification and division. It may be important for you to define your terms, especially if you have a value proposition. Lawyers, legislators, and scholars often write briefs, present speeches, or compose articles to define terms that are vital to defendants, citizens, or disciplines. We saw a proposition of definition defended in the Supreme Court’s 2015 decision to redefine marriage laws as applying to same-sex couples, based on arguments presented in court. Other examples might be:

The Second Amendment to the Constitution does not include possession of automatic weapons for private use.

Alcoholism should be considered a disease because…

A given crime did not meet the standard for first-degree murder.

Thomas Jefferson’s definition of inalienable rights did not include a right to privacy.

In each of these examples, the proposition is that the definition of these things (the Second Amendment, alcoholism, crime, and inalienable rights) needs to be changed or viewed differently, but the audience is not asked to change an attitude or action.

Propositions of Value

It is likely that you or some of your classmates will give speeches with propositions of value. When the proposition has a word such as good, bad, best, worst, just, unjust, ethical, unethical, moral, immoral, advantageous or disadvantageous, it is a proposition of value. Some examples include:

Hybrid cars are the best form of automobile transportation available today.

Homeschooling is more beneficial for children than traditional schooling.

The War in Iraq was not justified.

Capital punishment is morally wrong.

Mascots that involve Native American names, characters, and symbols are demeaning.

A vegan diet is the healthiest one for adults.

Propositions of value require a first step: defining the “value” word. If a war is unjustified, what makes a war “just” or “justified” in the first place? That is a fairly philosophical question. What makes a form of transportation “best” or “better” than another? Isn’t that a matter of personal approach? For different people, “best” might mean “safest,” “least expensive,” “most environmentally responsible,” “stylish,” “powerful,” or “prestigious.” Obviously, in the case of the first proposition above, it means “environmentally responsible.” It would be the first job of the speaker, after introducing the speech and stating the proposition, to explain what “best form of automobile transportation” means. Then the proposition would be defended with separate arguments.

Propositions of Policy

These propositions are easy to identify because they almost always have the word “should” in them. These propositions call for a change in policy or practice (including those in a government, community, or school), or they can call for the audience to adopt a certain behavior. Speeches with propositions of policy can be those that call for passive acceptance and agreement from the audience and those that try to instigate the audience to action, to actually do something immediately or in the long-term.

Our state should require mandatory recertification of lawyers every ten years.

The federal government should act to ensure clean water standards for all citizens.

The federal government should not allow the use of technology to choose the sex of an unborn child.

The state of Georgia should require drivers over the age of 75 to take a vision test and present a certificate of good health from a doctor before renewing their licenses.

Wyeth Daniels should be the next governor of the state.

Young people should monitor their blood pressure regularly to avoid health problems later in life.

As mentioned before, the proposition determines the approach to the speech, especially the organization. Also as mentioned earlier in this chapter, the exact phrasing of the proposition should be carefully done to be reasonable, positive, and appropriate for the context and audience. In the next section we will examine organizational factors for speeches with propositions of fact, value, and policy.

Organization Based on Type of Proposition

Organization for a proposition of fact.

If your proposition is one of fact, you will do best to use a topical organization. Essentially that means that you will have two to four discrete, separate arguments in support of the proposition. For example:

Proposition: Converting to solar energy can save homeowners money.

• The government awards grants.
• The government gives tax credits.
• Solar energy reduces power bills.
• Solar energy requires less money for maintenance.
• Solar energy works when the power grid goes down.

Here is a first draft of another outline for a proposition of fact:

Proposition: Experiments using animals are essential to the development of many life-saving medical procedures.

• Research of the past shows many successes from animal experimentation.
• Research on humans is limited for ethical and legal reasons.
• Computer models for research have limitations.

However, these outlines are just preliminary drafts because preparing a speech of fact requires a great deal of research and understanding of the issues. A speech with a proposition of fact will almost always need an argument or section related to the “reservations,” refuting the arguments that the audience may be preparing in their minds, their mental dialogue. So the second example needs revision, such as:

• The first argument in favor of animal experimentation is the record of successful discoveries from animal research.
• A second reason to support animal experimentation is that research on humans is limited for ethical and legal reasons.
• Thirdly, animal experimentation is needed because computer models for research have limitations.
• There is experimentation for legitimate medical research.
• There is experimentation for cosmetics or shampoos.
• There are protocols for the treatment of animals in experimentation.
• Legitimate medical experimentation follows the protocols.
• Many of the groups that protest animal experimentation have extreme views.
• Some give untrue representations.

To complete this outline, along with introduction and conclusion, there would need to be quotations, statistics, and facts with sources provided to support both the pro-arguments in Main Points I-III and the refutation to the misconceptions about animal experimentation in Subpoints A-C under Point IV.

Organization for a proposition of value

A persuasive speech that incorporates a proposition of value will have a slightly different structure. As mentioned earlier, a proposition of value must first define the “value” word for clarity and provide a basis for the other arguments of the speech. The second or middle section would present the defense or “pro” arguments for the proposition based on the definition. The third section would include refutation of the counter arguments. The following outline draft shows a student trying to structure a speech with a value proposition. Keep in mind it is abbreviated for illustrative purposes, and thus incomplete as an example of what you would submit to your instructor, who will expect more detailed outlines for your speeches.

Proposition: Hybrid cars are the best form of automotive transportation available today.

• It is reliable and durable.
• It is fuel efficient and thus cost efficient.
• It is therefore environmentally responsible.
• Hybrid cars have 99 problems per 100 cars versus 133 problem per 100 conventional cars, according to TrueDelta, a car analysis website much like Consumer Reports.
• J.D. Powers reports hybrids also experience 11 fewer engine and transmission issues than gas-powered vehicles, per 100 vehicles.
• The Toyota Prius gets 48 mpg on the highway and 51 mpg in the city.
• The Ford Fusion hybrid gets 47 mpg in the city and in the country.
• They only emit 51.6 gallons of carbon dioxide every 100 miles.
• Conventional cars emit 74.9 gallons of carbon dioxide every 100 miles.
• The hybrid produces 69% of the harmful gas exhaust that a conventional car does.
• Evidence to address this misconception.

Organization for a propositions of policy

The most common type of outline organizations for speeches with propositions of policy is problem-solution or problem-cause-solution. Typically we do not feel any motivation to change unless we are convinced that some harm, problem, need, or deficiency exists, and even more, that it affects us personally. As the saying goes, “If it ain’t broke, why fix it?”As mentioned before, some policy speeches look for passive agreement or acceptance of the proposition. Some instructors call this type of policy speech a “think” speech since the persuasion is just about changing the way your audience thinks.

On the other hand, other policy speeches seek to move the audience to do something to change a situation or to get involved in a cause, and these are sometimes called a “do” speech since the audience is asked to do something. This second type of policy speech (the “do” speech) is sometimes called a “speech to actuate.” Although a simple problem-solution organization with only two main points is permissible for a speech of actuation, you will probably do well to utilize the more detailed format called Monroe’s Motivated Sequence.

This format, designed by Alan Monroe (1951), who wrote a popular speaking textbook for many years, is based on John Dewey’s reflective thinking process. It seeks to go in-depth with the many questions an audience would have in the process of listening to a persuasive speech. Monroe’s Motivated Sequence involves five steps, which should not be confused with the main points of the outline. Some steps in Monroe’s Motivated Sequence may take two points.

• Attention. This is the introduction, where the speaker brings attention to the importance of the topic as well as his or her own credibility and connection to the topic.
• Need. Here the problem is defined and defended. This step may be divided into two main points, such as the problem and the causes of it, since logically a solution should address the underlying causes as well as the external effects of a problem. It is important to make the audience see the severity of the problem, and how it affects them, their family, or their community. The harm or need can be physical, financial, emotional, educational, or social. It will have to be supported by evidence.
• Satisfaction. A need calls for satisfaction in the same way a problem requires a solution. This step could also, in some cases, take up two main points. Not only does the speaker present the solution and describe it, but she must also defend that it works and will address the causes of the problem as well as the symptoms.
• Visualization. This step looks to the future either positively or negatively. If positive, the benefits from enacting or choosing the solution are shown. If negative, the disadvantages of not doing anything to solve the problem are shown. There may be times when it is acceptable to skip this step, especially if time is limited. The purpose of visualization is to motivate the audience with the benefits or through fear appeals.
• Action. This can be the conclusion, although if the speaker really wants to spend time on moving the audience to action, the action step should be a full main point and the conclusion saved for summary and a dramatic ending. In the action step, the goal is to give specific steps for the audience to take as soon as possible to move toward solving the problem. Whereas the satisfaction step explains the solution overall, the action step gives concrete ways to begin making the solution happen.

The more concrete you can make the action step, the better. Research shows that people are more likely to act if they know how accessible the action can be. For example, if you want students to be vaccinated against the chicken pox virus (which can cause a serious disease called shingles in adults), you can give them directions to and hours for a clinic or health center where vaccinations at a free or discounted price can be obtained.

In some cases for speeches of policy, no huge problem needs solving. Or, there is a problem, but the audience already knows about it and is convinced that the problem exists and is important. In those cases, a format called “comparative advantages” is used, which focuses on how one possible solution is better than other possible ones. The organizational pattern for this kind of proposition might be topical:

• This policy is better because…

If this sounds a little like a commercial that is because advertisements often use comparative advantages to show that one product is better than another. Here is an example:

Proposition: Owning the Barnes and Noble Nook is more advantageous than owning the Amazon Kindle.

• The Nook allows owners to trade and loan books to other owners or people who have downloaded the Nook software, while the Kindle does not.
• The Nook has a color-touch screen, while the Kindle’s screen is black and grey and non-interactive.
• The Nook’s memory can be expanded through microSD, while the Kindle’s memory cannot be upgraded.

Building Upon Your Persuasive Speech’s Arguments

Once you have constructed the key arguments and order of points (remembering that if you use topical order, to put your strongest or most persuasive point last), it is time to move to being sure your points are well supported. In a persuasive speech, there are some things to consider about evidence.

First, your evidence should be from sources that the audience will find credible. If you can find the same essential information from two sources but know that the audience will find the information more credible from one source than another, use and cite the information from the more credible one. For example, if you find the same statistical data on Wikipedia and the U.S. Department of Labor’s website, cite the U.S. Department of Labor (your instructor will probably not accept the Wikipedia site anyway). Audiences also accept information from sources they consider unbiased or indifferent. Gallup polls, for example, have been considered reliable sources of survey data because unlike some organizations, Gallup does not have a cause (political or otherwise) it is supporting.

Secondly, your evidence should be new to the audience. In other words, the best evidence is that which is from credible sources and the audience has not heard before (Reinard, 1988; McCroskey, 1969). If they have heard it before and discounted it, they will not consider your argument well supported. An example is telling people who smoke that smoking will cause lung cancer. Everyone in the U.S. has heard that thousands of times, but 17.8% of the population still smokes, which is more than one in six (Gholipour, 2014). Many of those who smoke have not heard the information that really motivates them to quit yet, and of course quitting is very difficult. Additionally, new evidence is more attention-getting, and you will appear more credible if you tell the audience something new (as long as you cite it well) than if you use the “same old, same old” evidence they have heard before.

Third, in order to be effective and ethical, your supporting evidence should be relevant and not used out of context, and fourth, it should be timely and not out of date.

After choosing the evidence and apportioning it to the correct parts of the speech, you will want to consider use of metaphors, quotations, rhetorical devices, and narratives that will enhance the language and “listenability” of your speech. Narratives are especially good for introduction and conclusions, to get attention and to leave the audience with something dramatic. You might refer to the narrative in the introduction again in the conclusion to give the speech a sense of finality.

Next you will want to decide if you should use any type of presentation aid for the speech. The decision to use visuals such as PowerPoint slides or a video clip in a persuasive speech should take into consideration the effect of the visuals on the audience and the time allotted for the speech. The charts, graphs, or photographs you use should be focused and credibly done.

One of your authors remembers a speech by a student about using seat belts (which is, by the way, an overdone topic). What made the speech effective in this case were photographs of two totaled cars, both of which the student had been driving when they crashed (on two separate occasions). The devastation of the wrecks and his ability to stand before them and give the speech because he had worn his seat belt was effective (although it didn’t say much for his driving ability). If you wanted an audience to donate to disaster relief after an earthquake in a foreign country, a few photographs of the destruction would be effective, and perhaps a map of the area would be helpful. But in this case, less is more. Too many visual aids will likely distract from your overall speech claim.

Finally, since you’ve already had experience in class giving at least one major speech prior to this one, your delivery for the persuasive speech should be especially strong. Since delivery does affect credibility (Burgoon, Birk, & Pfau, 1990), you want to be able to connect visually as you make your appeals. You want to be physically involved and have vocal variety when you tell dramatic narratives that emphasize the human part of your topic. If you do use presentation slides, you want them to work in seamlessly, using black screens when the visuals are not necessary.

Your persuasive speech in class, as well as in real life, is an opportunity to share a passion or cause that you believe will matter to society and help the audience live a better life. Even if you are initially uncomfortable with the idea of persuasion, we use it all the time in different ways. Choose your topic based on your own commitment and experience, look for quality evidence, craft your proposition so that it will be clear and audience appropriate, and put the finishing touches on it with an eye toward enhancing your logos, ethos, and pathos.

Something to Think About

Go to YouTube and look for “Persuasive Speeches by College Students.” There are quite a few. Here’s one example:

https://www.youtube.com/watch?v=SNr7Fx-SM1Y.

Do you find this speech persuasive? Why or why not? Based on the content of this chapter, what did the speaker do correctly or perhaps not so correctly that affected his or her persuasiveness?

Sample Outline: Persuasive Speech on Facebook Usage

By Janet Aguilar

Specific Purpose: To persuade my classmates to eliminate their Facebook use.

Introduction: There she was late into the night still wide awake starring at her phone’s screen. In fact, she had to be at work early in the morning, but scrolling through her Facebook account kept her awake. That girl was me before I deactivated my Facebook account. I honestly could not tell you how many hours I spent on Facebook. In the survey that I presented to you all, one person admitted to spending “too much” time on Facebook. That was me in the past, I spent too much time on Facebook. Time is precious and once it is gone it does not return. So why do you spend precious time on Facebook? Time that could be spent with family, resting, or just being more productive.

Thesis/Preview: Facebook users should eliminate their usage because Facebook can negatively affect their relationships with others, their sleeping patterns and health, and their ability to focus on school work.

• Found myself ignoring my children while they spoke.
• Noticed other people doing the same thing especially in parks and restaurants.
• According to Lynn Postell-Zimmerman on hg.org, Facebook has become a leading cause for divorce.
• In the United States, 1 in 5 couples mentioned Facebook as a reason for divorce in 2009.

Transition: We have discussed how Facebook usage can lead to poor relationships with people, next we will discuss how Facebook can affect your sleep patterns and health.

• In my survey 11 students said they checked their Facebook account before bed.
• Staying on Facebook for long hours before bed.
• According to researchers Steels, Wickham and Acitelli in an article in the Journal of Social & Clinical Psychology titled “Seeing everyone else’s highlight reels: How Facebook usage is linked to depressive symptoms,” because Facebook users only view the positive of their friend’s life they become unhappy with their life and it can lead to becoming depressed and unhappy.
• Marissa Maldonado on psychcentral.com, concluded from recent studies that, “Facebook increases people’s anxiety levels by making them feel inadequate and generating excess worry and stress.”
• Checking Facebook everywhere we go is a sign of addiction
• Not being able to deactivate your Facebook account.

Transitions: Many of you have probably never though as Facebook as a threat to your health, but we will now review how it can affect you as a college student.

• I often found myself on Facebook instead of doing schoolwork.
• I was constantly checking Facebook which takes away from study time.
• I also found myself checking Facebook while in class, which can lead to poor grades and getting in trouble with the professor.
• A study of over 1,800 college students showed a negative relationship between amount of Facebook time and GPA, as reported by Junco in a 2012 article titled, “Too much face and not enough books” from the journal Computers and Human Behavior.

Conclusion: In conclusion, next time you log on to Facebook try deactivating your account for a few day and see the difference. You will soon see how it can bring positive changes in your family relationships, will avoid future health problems, will help you sleep better, and will improve your school performance. Instead of communicating through Facebook try visiting or calling your close friends. Deactivating my account truly helped me, and I can assure you we all can survive without Facebook.

Junco, R. (2012). Too much face and not enough books: The relationship between multiple indices of Facebook use and academic performance. Computers in Human Behavior, 28(1), 187-198.

Maldonado, M. (2014). The Anxiety of Facebook. Psych Central. Retrieved from http://psychcentral.com/lib/the-anxiety-of-facebook/

Postell-Zimmerman, L. (1995-2015). Facebook has become a leading cause in divorce cases. HG.org. Retrieved from http://www.hg.org/article.asp?id=27803

Reedy, C. (2015, March 2). Too much Facebook leads to envy and depression. CNNMoney. Retrieved from http://money.cnn.com/2015/03/02/technology/facebook-envy/

Steers, M. L. N., Wickham, R. E., & Acitelli, L. K. (2014). Seeing everyone else’s highlight reels: How Facebook usage is linked to depressive symptoms. Journal of Social and Clinical Psychology, 33(8), 701-731. DOI: 10.1521/jscp.2014.33.8.701

Exploring Communication in the Real World Copyright © 2020 by Chris Miller is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License , except where otherwise noted.

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Persuasive Speech Outline, with Examples

March 17, 2021 - Gini Beqiri

A persuasive speech is a speech that is given with the intention of convincing the audience to believe or do something. This could be virtually anything – voting, organ donation, recycling, and so on.

A successful persuasive speech effectively convinces the audience to your point of view, providing you come across as trustworthy and knowledgeable about the topic you’re discussing.

So, how do you start convincing a group of strangers to share your opinion? And how do you connect with them enough to earn their trust?

Topics for your persuasive speech

We’ve made a list of persuasive speech topics you could use next time you’re asked to give one. The topics are thought-provoking and things which many people have an opinion on.

When using any of our persuasive speech ideas, make sure you have a solid knowledge about the topic you’re speaking about – and make sure you discuss counter arguments too.

Here are a few ideas to get you started:

• All school children should wear a uniform
• Facebook is making people more socially anxious
• It should be illegal to drive over the age of 80
• Lying isn’t always wrong
• The case for organ donation

Read our full list of  75 persuasive speech topics and ideas .

Preparation: Consider your audience

As with any speech, preparation is crucial. Before you put pen to paper, think about what you want to achieve with your speech. This will help organise your thoughts as you realistically can only cover 2-4 main points before your  audience get bored .

It’s also useful to think about who your audience are at this point. If they are unlikely to know much about your topic then you’ll need to factor in context of your topic when planning the structure and length of your speech. You should also consider their:

• Cultural or religious backgrounds
• Shared concerns, attitudes and problems
• Shared interests, beliefs and hopes
• Baseline attitude – are they hostile, neutral, or open to change?

The factors above will all determine the approach you take to writing your speech. For example, if your topic is about childhood obesity, you could begin with a story about your own children or a shared concern every parent has. This would suit an audience who are more likely to be parents than young professionals who have only just left college.

Remember the 3 main approaches to persuade others

There are three main approaches used to persuade others:

The ethos approach appeals to the audience’s ethics and morals, such as what is the ‘right thing’ to do for humanity, saving the environment, etc.

Pathos persuasion is when you appeal to the audience’s emotions, such as when you  tell a story  that makes them the main character in a difficult situation.

The logos approach to giving a persuasive speech is when you appeal to the audience’s logic – ie. your speech is essentially more driven by facts and logic. The benefit of this technique is that your point of view becomes virtually indisputable because you make the audience feel that only your view is the logical one.

• Ethos, Pathos, Logos: 3 Pillars of Public Speaking and Persuasion

Ideas for your persuasive speech outline

1. structure of your persuasive speech.

The opening and closing of speech are the most important. Consider these carefully when thinking about your persuasive speech outline. A  strong opening  ensures you have the audience’s attention from the start and gives them a positive first impression of you.

You’ll want to  start with a strong opening  such as an attention grabbing statement, statistic of fact. These are usually dramatic or shocking, such as:

Sadly, in the next 18 minutes when I do our chat, four Americans that are alive will be dead from the food that they eat – Jamie Oliver

Another good way of starting a persuasive speech is to include your audience in the picture you’re trying to paint. By making them part of the story, you’re embedding an emotional connection between them and your speech.

You could do this in a more toned-down way by talking about something you know that your audience has in common with you. It’s also helpful at this point to include your credentials in a persuasive speech to gain your audience’s trust.

Obama would spend hours with his team working on the opening and closing statements of his speech.

2. Stating your argument

You should  pick between 2 and 4 themes  to discuss during your speech so that you have enough time to explain your viewpoint and convince your audience to the same way of thinking.

It’s important that each of your points transitions seamlessly into the next one so that your speech has a logical flow. Work on your  connecting sentences  between each of your themes so that your speech is easy to listen to.

Your argument should be backed up by objective research and not purely your subjective opinion. Use examples, analogies, and stories so that the audience can relate more easily to your topic, and therefore are more likely to be persuaded to your point of view.

3. Addressing counter-arguments

Any balanced theory or thought  addresses and disputes counter-arguments  made against it. By addressing these, you’ll strengthen your persuasive speech by refuting your audience’s objections and you’ll show that you are knowledgeable to other thoughts on the topic.

When describing an opposing point of view, don’t explain it in a bias way – explain it in the same way someone who holds that view would describe it. That way, you won’t irritate members of your audience who disagree with you and you’ll show that you’ve reached your point of view through reasoned judgement. Simply identify any counter-argument and pose explanations against them.

• Complete Guide to Debating

4. Closing your speech

Your closing line of your speech is your last chance to convince your audience about what you’re saying. It’s also most likely to be the sentence they remember most about your entire speech so make sure it’s a good one!

The most effective persuasive speeches end  with a  call to action . For example, if you’ve been speaking about organ donation, your call to action might be asking the audience to register as donors.

Practice answering AI questions on your speech and get  feedback on your performance .

If audience members ask you questions, make sure you listen carefully and respectfully to the full question. Don’t interject in the middle of a question or become defensive.

You should show that you have carefully considered their viewpoint and refute it in an objective way (if you have opposing opinions). Ensure you remain patient, friendly and polite at all times.

Example 1: Persuasive speech outline

This example is from the Kentucky Community and Technical College.

Specific purpose

To persuade my audience to start walking in order to improve their health.

Central idea

Regular walking can improve both your mental and physical health.

Introduction

Let’s be honest, we lead an easy life: automatic dishwashers, riding lawnmowers, T.V. remote controls, automatic garage door openers, power screwdrivers, bread machines, electric pencil sharpeners, etc., etc. etc. We live in a time-saving, energy-saving, convenient society. It’s a wonderful life. Or is it?

Continue reading

Example 2: Persuasive speech

Tips for delivering your persuasive speech

• Practice, practice, and practice some more . Record yourself speaking and listen for any nervous habits you have such as a nervous laugh, excessive use of filler words, or speaking too quickly.
• Show confident body language . Stand with your legs hip width apart with your shoulders centrally aligned. Ground your feet to the floor and place your hands beside your body so that hand gestures come freely. Your audience won’t be convinced about your argument if you don’t sound confident in it. Find out more about  confident body language here .
• Don’t memorise your speech word-for-word  or read off a script. If you memorise your persuasive speech, you’ll sound less authentic and panic if you lose your place. Similarly, if you read off a script you won’t sound genuine and you won’t be able to connect with the audience by  making eye contact . In turn, you’ll come across as less trustworthy and knowledgeable. You could simply remember your key points instead, or learn your opening and closing sentences.
• Remember to use facial expressions when storytelling  – they make you more relatable. By sharing a personal story you’ll more likely be speaking your truth which will help you build a connection with the audience too. Facial expressions help bring your story to life and transport the audience into your situation.
• Keep your speech as concise as possible . When practicing the delivery, see if you can edit it to have the same meaning but in a more succinct way. This will keep the audience engaged.

The best persuasive speech ideas are those that spark a level of controversy. However, a public speech is not the time to express an opinion that is considered outside the norm. If in doubt, play it safe and stick to topics that divide opinions about 50-50.

Bear in mind who your audience are and plan your persuasive speech outline accordingly, with researched evidence to support your argument. It’s important to consider counter-arguments to show that you are knowledgeable about the topic as a whole and not bias towards your own line of thought.

eCore Public Speaking Textbook (COMM 1113)

• Download PDF Prints
• The Basics of Public Speaking
• Listening in Public Speaking Settings
• Ethics in Public Speaking
• Unit 1 Glossary
• Developing Topics for Your Speech
• Organizing and Outlining
• Introductions and Conclusions
• Special Occasions
• Unit 2 Glossary
• Audience Analysis
• Researching Your Speeches
• Supporting Your Speech Ideas
• Informative Speaking
• Unit 3 Glossary

Persuasive Speaking

• Logical Reasoning
• Presentation Aids
• Unit 4 Glossary
• Attribution and References

After reading this chapter, the student will be able to:

Define persuasion, define ethos, logos, and pathos, explain the barriers to persuading an audience, construct a clear, reasonable proposition for a short classroom speech, compose an outline for a well-supported persuasive speech, analyze the audience to determine appropriate emotional and personal appeals, why persuade.

When your instructor announced on the syllabus or in class that you would be required to give a persuasive speech for this class, what was your reaction? “Oh, good, I’ve got a great idea,” or, “Oh, no!”? For many people, there is something a little uncomfortable about the word “persuasion.” It often gets paired with ideas of seduction, manipulation, force, lack of choice, or inducement as well as more positive concepts such as encouragement, influence, urging, or logical arguments. You might get suspicious if you think someone is trying to persuade you. You might not appreciate someone telling you to change your viewpoints. On the other hand, you might not think you have any beliefs, attitudes, values, or positions that are worth advocating for in front of an audience.

However, if you think of persuasion simply as a formal speech with a purpose of getting people to do something they do not want to do, then you will miss the value of learning persuasion and its accompanying skills of appeal, argument, and logic. Persuasion is something you do every day, in various forms. Convincing a friend to go see the latest movie instead of staying in to watch TV; giving your instructor a reason to give you an extension on an assignment (do not try that for this speech, though!); writing a cover letter and resume and going through an interview for a job—all of these and so many more are examples of persuasion. In fact, it is hard to think of life without the everyday give-and-take of persuasion.

You may also be thinking, “I’ve given an informative speech. What’s the difference?” While this chapter will refer to all of the content of the preceding chapters as it walks you through the steps of composing your persuasive speech, there is a difference. Although your persuasive speech will involve information—probably even as much as in your informative speech—the key difference is the word “change.” Think of it like this:

INFORMATION + CHANGE = PERSUASION

You will be using the information for the purpose of changing something. First, we try to change the audience’s beliefs, attitudes, and actions, and second, possibly the context they act upon. In the next section we will investigate the persuasive act and then move on to the barriers to persuasion.

A Definition of Persuasion

Persuasion can be defined in two ways, for two purposes. The first (Lucas, 2015) is “the process of creating, reinforcing, or changing people’s beliefs or actions” (p. 306). This is a good, simple straightforward definition to start with, although it does not encompass the complexity of persuasion. This definition does introduce us to what could be called a “scaled” way of thinking about persuasion and change.

Think of persuasion as a continuum or line going both directions. Your audience members, either as a group or individually, are sitting somewhere on that line in reference to your central idea statement, or what we are going to call a proposition in this chapter. In your speech you are proposing the truth or validity of an idea, one which the audience may not find true or acceptable. Sometimes the word “claim” is used for proposition or central idea statement in a persuasive speech, because you are claiming an idea is true or an action is valuable.

For example, your proposition might be, “The main cause of climate change is human activity.” In this case you are not denying that natural forces, such as volcanoes, can affect the climate, but you are claiming that climate change is mainly due to pollution and other harmful things humans have done to the environment. To be an effective persuasive speaker, one of your first jobs after coming up with this topic would be to determine where your audience “sits” on the continuum.

+3 means strongly agree to the point of making lifestyle choices to lessen climate change (such as riding a bike instead of driving a car, recycling, eating certain kinds of foods, and advocating for government policy changes).

+2 means agree but not to the point of acting upon it or only acting on it in small ways.

+1 as mildly in favor of your proposition; that is, they think it’s probably true but the issue doesn’t affect them personally.

0 means neutral, no opinion, or feeling too uninformed to make a decision.

-1 means mildly opposed to the proposition but willing to listen to those with whom they disagree.

-2 means disagreement to the point of dismissing the idea pretty quickly.

-3 means strong opposition to the point that the concept of climate change itself is not even listened to or acknowledged as a valid subject.

Since everyone in the audience is somewhere on this line or continuum, persuasion in this case means moving them to the right, somewhere closer to +3. Thinking about persuasion this way has three values:

• You can visualize and quantify where your audience “sits.”
• You can accept the fact that any movement toward +3 or to the right is a win.
• You can see that trying to change an audience from -3 to +3 in one speech is just about impossible. Therefore, you will be able to take a reasonable approach. In this case, if you knew most of the audience was at -2 or -3, your speech would be about the science behind climate change in order to open their minds to its possible existence. However, that audience is not ready to hear about its being caused mainly by humans or what action should be taken to reverse it.

Your instructor may have the class engage in some activity about your proposed topics in order for you to write your proposition in a way that it is more applicable to your audience. For example, you might have a group discussion on the topics or administer surveys to your fellow students. Some topics are so controversial and divisive that trying to persuade about them in class is inappropriate. Your instructor may forbid some topics or steer you in the direction of others.

You might also ask if it is possible to persuade to the negative, for example, to argue against something or try to move the audience to be opposed to something. In this case you would be trying to move your audience to the left on the continuum rather than to the right. Yes, it is possible to do so, but it might confuse the audience. Also, you might want to think in terms of phrasing your proposition so that it is favorable as well as reasonable. For example, “Elderly people should not be licensed to drive” could be replaced with “Drivers over the age of 75 in our state of should be required to pass a vision and health test every two years to renew their drivers’ licenses.” The first one is not clear (what is “elderly?”), reasonable (no license at all?), or positive (based on restriction) in approach. The second is specific, reasonable, doable, and positive.

It should also be added that the proposition is assumed to be controversial. By that is meant that some people in the audience disagree with your proposition or at least have no opinion; they are not “on your side.” It would be foolish to give a speech when everyone in the audience totally agrees with you at the beginning of the speech. For example, trying to convince your classroom audience that attending college is a good idea is a waste of everyone’s time since, for one reason or another, everyone in your audience has already made that decision. That is not persuasive.

Those who disagree with your proposition but are willing to listen could be called the target audience . These are the members of your audience on whom you are truly focusing your persuasion. At the same time, another cluster of your audience that is not part of your target audience are those who are extremely opposed to your position to the point that they probably will not give you a fair hearing. Finally, some members of your audience may already agree with you, although they don’t know why.

To go back to our original definition, “the process of creating, reinforcing, or changing people’s beliefs or actions,” and each of these purposes implies a different approach. You can think of creating as moving an audience from 0 to +1, +2, or +3. You only really “create” something when it does not already exist, meaning the audience’s attitude will be a 0 since they have no opinion. In creating, you have to first engage the audience that there is a vital issue at stake. Then you must provide arguments in favor of your claim to give the audience a basis for belief.

Reinforcing is moving the audience from +1 toward +3 in the hope that they take action (since the real test of belief is whether people act on it). In reinforcing, the audience already agrees with you but need steps and pushes (nudges) to make it action. Changing is moving from -1 or –2 to +1 or higher. In changing, you must first be credible, provide evidence for your side but also show why the audience’s current beliefs are mistaken or wrong in some way.

However, this simple definition from Lucas, while it gets to the core of “change” that is inherent in persuasion, could be improved with some attention to the ethical component and the “how” of persuasion. For that purpose, let’s look at Perloff’s (2003) definition of persuasion :

A symbolic process in which communicators try to convince other people to change their attitudes or behavior regarding an issue through the transmission of a message, in an atmosphere of free choice. (p. 8)

There are several important factors about this definition. First, notice that persuasion is symbolic, that is, uses language or other symbols (even graphics can be symbols), rather than force or other means. Second, notice that it is an attempt, not always fully successful. Third, there is an “atmosphere of free choice,” in that the persons being persuaded can choose not to believe or act. And fourth, notice that the persuader is “trying to convince others to change.” Modern psychological research has confirmed that the persuader does not change the audience directly. The processes that the human mind goes through while it listens to a persuasive message is like a silent, mental dialogue the audience is having with the speaker’s ideas. The audience members as individuals eventually convince themselves to change based on the “symbols” used by the speaker.

Some of this may sound like splitting hairs, but these are important points. The fact that an audience has free choice means that they are active participants in their own persuasion and that they can choose whether the speaker is successful. This factor calls on the student speaker to be ethical and truthful. Sometimes students will say, “It is just a class assignment, I can lie in this speech,” but that is not a fair or respectful way to treat your classmates.

Further, the basis of your persuasion is language; even though “a picture is worth a thousand words” and can help add emotional appeal to your speech, you want to focus on communicating through words. Also, Perloff’s definition distinguishes between “attitude” and “behavior,” meaning that an audience may be persuaded to think, to feel, or to act. Finally, persuasion is a process. Successful persuasion actually takes a while. One speech can be effective, but usually other messages influence the listener in the long run.

Why is Persuasion Hard?

Persuasion is hard mainly because we have a bias against change. As much as we hear statements like “The only constant is change” or “Variety is the spice of life,” the evidence from research and from our personal experience shows that, in reality, we do not like change. Recent research, for example, in risk aversion, points to how we are more concerned about keeping from losing something than with gaining something. Change is often seen as a loss of something rather than a gain of something else. Change is a step into the unknown, a gamble (Vedantam & Greene, 2013).

In the 1960s psychiatrists Thomas Holmes and Richard Rahe wanted to investigate the effect of stress on life and health. As explained on the Mindtools website:

They surveyed more than 5,000 medical patients and asked them to say whether they had experience any of a series of 43 life events in the previous two years. Each event, called a Life Change Unit (LCU), had a different “weight” for stress. The more events the patient added up, the higher the score. The higher the score, and the larger the weight of each event, the more likely the patient was to become ill. (The Holmes and Rahe Stress Scale, 2015)

You can find the Holmes-Rahe stress scale on many websites. What you will find is that the stressful events almost all have to do with change in some life situations—death of a close family member (which might rate 100 LCUs), loss of a job, even some good changes like the Christmas holidays (12 LCUs). Change is stressful. We do not generally embrace things that bring us stress.

Additionally, psychologists have pointed to how we go out of our way to protect our beliefs, attitudes, and values. First, we selectively expose ourselves to messages that we already agree with, rather than those that confront or challenge us. This selective exposure is especially seen in choices of mass media that individuals listen to and read, whether TV, radio, or Internet sites. Not only do we selectively expose ourselves to information, we selectively attend to, perceive, and recall information that supports our existing viewpoints (referred to as selective attention, selective perception, and selective recall).

This principle led Leon Festinger (1957) to form the theory of cognitive dissonance , which states, among other ideas, that when we are confronted with conflicting information or viewpoints, we reach a state of dissonance. This state can be very uncomfortable, and we will do things to get rid of the dissonance and maintain “consonance.” Ideally, at least for a public speaker, the dissonance is relieved or resolved by being persuaded (changed) to a new belief, attitude, or behavior. However, the easiest way to avoid dissonance is to not expose oneself to conflicting messages in the first place.

Additionally, as mentioned before, during a persuasive speech the audience members are holding a mental dialogue with the speaker or at least the speaker’s content. They are putting up rebuttals or counter-arguments. These have been called reservations (as in the audience member would like to believe the speaker but has reservations about doing so). They could be called the “yeah-buts”—the audience members are saying in their minds, “Yeah, I see what you are arguing, but—”. Reservations can be very strong, since, again, the bias is to be loss averse and not to change our actions or beliefs.

In a sense, the reasons not to change can be stronger than even very logical reasons to change. For example, you probably know a friend who will not wear a seatbelt in a car. You can say to your friend, “Don’t you know that the National Highway Traffic Safety Administration (2009) says, and I quote, ‘1,652 lives could be saved and 22,372 serious injuries avoided each year on America’s roadways if seat belt use rates rose to 90 percent in every state’?” What will your friend probably say, even though you have cited a credible source?

They will come up with some reason for not wearing it, even something as dramatic as “I knew a guy who had a cousin who was in an accident and the cop said he died because he was wearing his seatbelt.” You may have had this conversation, or one like it. Their arguments may be less dramatic, such as “I don’t like how it feels” or “I don’t like the government telling me what to do in my car.” For your friend, the argument for wearing a seat belt is not as strong as the argument against it, at least at this moment. If they are open-minded and can listen to evidence, they might experience cognitive dissonance and then be persuaded.

Solutions to the Difficulty of Persuasion

With these reasons for the resistance audience members would have to persuasion, what is a speaker to do? Here are some strategies.

Since change is resisted, we do not make many large or major changes in our lives. We do, however, make smaller, concrete, step-by-step or incremental changes in our lives every day. Going back to our scale, trying to move an audience from -3 to +2 or +3 is too big a move. Having reasonable persuasive goals is the first way to meet resistance. Even moving someone from -3 to -2 is progress, and over time these small shifts can eventually result in a significant amount of persuasion.

Secondly, a speaker must “deal with the reservations.” First, the speaker must acknowledge they exist, which shows audience awareness, but then the speaker must attempt to rebut or refute them. In reality, since persuasion involves a mental dialogue, your audience is more than likely thinking of counter-arguments in their minds. Therefore, including a refutation section in your speech, usually after your presentation of arguments in favor of your proposition, is a required and important strategy.

However, there are some techniques for rebuttal or refutation that work better than others. You would not want to say, “One argument against my proposition is . . . , and that is wrong” or “If you are one of the people who believe this about my proposition, you are wrong.” On the other hand, you could say that the reservations are “misconceptions,” “myths,” or “mistaken ideas” that are commonly held about the proposition.

Generally, strong persuasive speeches offer the audience what are called two-tailed arguments , which bring up a valid issue against your argument which you, as the speaker, must then refute. After acknowledging them and seeking to refute or rebut the reservations, you must also provide evidence for your refutation. Ultimately, this will show your audience that you are aware of both sides of the issue you are presenting and make you a more credible speaker. However, you cannot just say something like this:

One common misconception about wearing seatbelts is that if the car goes off a bridge and is sinking in water, you would not be able to release the belt and get out. First, that rarely happens. Second, if it did, getting the seat belt unbuckled would be the least of your worries. You would have to know how to get out of the car, not just the seat belt. Third, the seat belt would have protected you from any head injuries in such a crash, therefore keeping you conscious and able to help anyone else in the car.

This is a good start, but there are some assertions in here that would need support from a reliable source, such as the argument that the “submerging in water” scenario is rare. If it has happened to someone you know, you probably would not think it is rare.

The third strategy is to keep in mind that since you are asking the audience to change something, they must view the benefits of the change as worth the stress of the change. If you do good audience analysis, you know they are asking, “What’s in it for me?” What benefit or advantage or improvement would happen for the audience members?

If the audience is being persuaded to sign an organ donor card, which is an altruistic action that cannot benefit them in any way because they will be dead, what would be the benefit? Knowing others would have better lives, feeling a sense of contribution to the good of humanity, and helping medical science might be examples. The point is that a speaker should be able to engage the audience at the level of needs, wants, and values as well as logic and evidence.

Traditional Views of Persuasion

In the fourth century BCE, Aristotle took up the study of the public speaking practices of the ruling class in Athenian society. For two years he observed the rhetoric of the men who spoke in the assembly and the courts. In the end, he wrote Rhetoric to explain his theories about what he saw. Among his many conclusions, which have formed the basis of communication study for centuries, was the classification of persuasive appeals into ethos , logos , and pathos . Over the years, Aristotle’s original understanding and definition of these terms have been refined as more research has been done.

Ethos has come to mean the influence of speaker credentials and character in a speech. Ethos is one of the more studied aspects of public speaking, and it was discussed earlier. During the speech, a speaker should seek to utilize their existing credibility, based on the favorable things an audience already knows or believes about the speaker, such as education, expertise, background, and good character. The speaker should also improve or enhance credibility through citing reliable, authoritative sources, strong arguments, showing awareness of the audience, and effective delivery.

The word “ethos” looks very much like the word “ethics,” and there are many close parallels to the trust an audience has in a speaker and their honesty and ethical stance. In terms of ethics, it goes without saying that your speech will be truthful. Another matter to consider is your own personal involvement in the topic. Ideally you have chosen the topic because it means something to you personally.

For example, perhaps your speech is designed to motivate audience members to take action against bullying in schools, and it is important to you because you work with the Boys and Girls Club organization and have seen how anti-bullying programs can have positive results. Sharing your own involvement and commitment is key to the credibility and emotional appeal (ethos and pathos) of the speech, added to the logos (evidence showing the success of the programs and the damage caused by bullying that goes unchecked). However, it would be wrong to manufacture stories of personal involvement that are untrue, even if the proposition is a socially valuable one.

Aristotle’s original meaning for logos had philosophical meanings tied to the Greek worldview that the universe is a place ruled by logic and reason. Logos in a speech was related to standard forms of arguments that the audience would find acceptable. Today we think of logos as both logical and organized arguments and the credible evidence to support the arguments. Chapter 15 will deal with logic and avoiding logical fallacies more specifically.

In words like “empathy,” “sympathy,” and “compassion” we see the root word behind pathos. Pathos , to Aristotle, was using the emotions such as anger, joy, hate, desire for community, and love to persuade the audience of the rightness of a proposition. One example of emotional appeals is using strong visual aids and engaging stories to get the attention of the audience. Someone’s just asking you to donate money to help homeless pets may not have a strong effect, but seeing the ASPCA’s commercials that feature emaciated and mistreated animals is probably much more likely to persuade you to donate (add the music for full emotional effect).

Emotions are also engaged by showing the audience that the proposition relates to their needs. However, we recognize that emotions are complex and that they also can be used to create a smokescreen to logic. Emotional appeals that use inflammatory language—name-calling—are often unethical or at least counterproductive. Some emotions are more appropriate for persuasive speeches than others. Anger and guilt, for example, do have effectiveness but they can backfire. Positive emotions such as pride, sympathy, and contentment are usually more productive.

One negative emotion that is useful and that can be used ethically is fear. When you think about it, we do a number of things in life to avoid negative consequences, and thus, out of fear. Why don’t we drive 100 miles an hour on the interstate? Fear of getting a ticket, fear of paying more for insurance, fear of a crash, fear of hurting ourselves or others. Fear is not always applicable to a specific topic, but research shows that mild fear appeals, under certain circumstances, are very useful. When using fear appeals, the speaker must:

• Prove the fear appeal is valid
• Prove that it applies to the audience
• Prove that the solution can work
• Prove the solution is available to the audience

Without these “proofs,” the audience may dismiss the fear appeal as not being real or not applying to them (O’Keefe, 2002). Mild and reasonable are the keys here. Intense, over-the-top fear appeals, especially showing gory photos, are often dismissed by the audience.

For example, a student gave a speech in one of our classes about flossing teeth. This may seem like an overdone subject, but in this case it wasn’t. He used dramatic and disturbing photos of dental and gum problems but also proved that these photos of gum disease really did come from lack of flossing. He also showed the link between lack of flossing and heart disease. The solution to avoid the gum disease and other effects was readily available, and the student proved through his evidence that the solution of flossing regularly did work to avoid the disease. Fear appeals can be overdone, but mild ones supported by evidence are very useful.

Because we feel positive emotions when our needs are met and negative ones when our needs are not met, aligning your proposition with strong audience needs is part of pathos. Earlier in this book (Unit 3) we examined the well-known Maslow’s hierarchy of needs. Students are often so familiar with it that they do not see its connection to real-life experiences. For example, safety and security needs, the second level on the hierarchy, is much broader than what many of us initially think. It includes:

• supporting the military and homeland security
• buying insurance for oneself and one’s family
• having investments and a will
• personal protection such as taking self-defense classes
• policies on crime and criminal justice in our communities
• buying a security system for your car or home; seat belts and automotive safety
• having the right kind of tires on one’s car (which is actually a viable topic for a speech)

The third level up in Maslow’s hierarchy of needs, love and belongingness, deals with a whole range of human experiences, such as connection with others and friendship; involvement in communities, groups, and clubs; prioritizing family time; worship and connection to a faith community; being involved in children’s lives; patriotism; loyalty; and fulfilling personal commitments.

In the speech outline at the end of the chapter about eliminating Facebook time, the speaker appeals to the three central levels of the hierarchy in her three points: safety and security from online threats, spending more time with family and friends in real time rather than online (love and belonging), and having more time to devote to schoolwork rather than on Facebook (esteem and achievement). Therefore, utilizing Maslow’s hierarchy of needs works as a guide for finding those key needs that relate to your proposition, and by doing so, allows you to incorporate emotional appeals based on needs.

Up to this point in the chapter, we have looked at the goals of persuasion, why it is hard, and how to think about the traditional modes of persuasion based on Aristotle’s theories. In the last section of this chapter, we will look at generating an overall organizational approach to your speech based on your persuasive goals.

Constructing a Persuasive Speech

In a sense, constructing your persuasive speech is the culmination of the skills you have learned already. In another sense, you are challenged to think somewhat differently. While the steps of analyzing your audience, formulating your purpose and central idea, applying evidence, considering ethics, framing the ideas in appropriate language, and then practicing delivery will of course apply, you will need to consider some expanded options about each of these steps.

Formulating a Proposition

As mentioned before, when thinking about a central idea statement in a persuasive speech, we use the terms “proposition” or claim. Persuasive speeches have one of four types of propositions or claims, which determine your overall approach. Before you move on, you need to determine what type of proposition you should have (based on the audience, context, issues involved in the topic, and assignment for the class).

Proposition of Fact

Speeches with this type of proposition attempt to establish the truth of a statement. The core of the proposition (or claim) is not whether something is morally right and wrong or what should be done about the topic, only that a statement is supported by evidence or not. These propositions are not facts such as “the chemical symbol for water is H20” or “Barack Obama won the presidency in 2008 with 53% of the vote.” Propositions or claims of fact are statements over which persons disagree and there is evidence on both sides, although probably more on one than the other. Some examples of propositions of fact are:

• Converting to solar energy can save homeowners money.
• John F. Kennedy was assassinated by Lee Harvey Oswald working alone.
• Experiments using animals are essential to the development of many life-saving medical procedures.
• Climate change has been caused by human activity.
• Granting tuition tax credits to the parents of children who attend private schools will perpetuate educational inequality.
• Watching violence on television causes violent behavior in children.
• William Shakespeare did not write most of the plays attributed to him.
• John Doe committed the crime of which he is accused.

Notice that in none of these are any values—good or bad—mentioned. Perpetuating segregation is not portrayed as good or bad, only as an effect of a policy. Of course, most people view educational inequality negatively, just as they view life-saving medical procedures positively. But the point of these propositions is to prove with evidence the truth of a statement, not its inherent value or what the audience should do about it. In fact, in some propositions of fact no action response would even be possible, such as the proposition listed above that Lee Harvey Oswald acted alone in the assassination of President Kennedy.

Propositions of Definition

This is probably not one that you will use in your class, but it bears mentioning here because it is used in legal and scholarly arguments. Propositions of definitions argue that a word, phrase, or concept has a particular meaning. Remembering back to the chapter on supporting materials, we saw that there are various ways to define words, such as by negation, operationalizing, and classification and division. It may be important for you to define your terms, especially if you have a value proposition. Lawyers, legislators, and scholars often write briefs, present speeches, or compose articles to define terms that are vital to defendants, citizens, or disciplines. We saw a proposition of definition defended in the Supreme Court’s 2015 decision to redefine marriage laws as applying to same-sex couples, based on arguments presented in court. Other examples might be:

• The Second Amendment to the Constitution does not include possession of automatic weapons for private use.
• Alcoholism should be considered a disease because…
• The action committed by Mary Smith did not meet the standard for first-degree murder.
• Thomas Jefferson’s definition of inalienable rights did not include a right to privacy.

In each of these examples, the proposition is that the definition of these things (the Second Amendment, alcoholism, crime, and inalienable rights) needs to be changed or viewed differently, but the audience is not asked to change an attitude or action.

Propositions of Value

It is likely that you or some of your classmates will give speeches with propositions of value. When the proposition has a word such as “good,” “bad,” “best,” “worst,” “just,” “unjust,” “ethical,” “unethical,” “moral,” “immoral,” “beneficial,” “harmful,” “advantageous,” or “disadvantageous,” it is a proposition of value. Some examples include:

• Hybrid cars are the best form of automobile transportation available today.
• Homeschooling is more beneficial for children than traditional schooling.
• The War in Iraq was not justified.
• Capital punishment is morally wrong.
• Mascots that involve Native American names, characters, and symbols are demeaning.
• A vegan diet is the healthiest one for adults.

Propositions of value require a first step: defining the “value” word. If a war is unjustified, what makes a war “just” or “justified” in the first place? That is a fairly philosophical question. What makes a form of transportation “best” or “better” than another? Isn’t that a matter of personal approach? For different people, “best” might mean “safest,” “least expensive,” “most environmentally responsible,” “stylish,” “powerful,” or “prestigious.” Obviously, in the case of the first proposition above, it means “environmentally responsible.” It would be the first job of the speaker, after introducing the speech and stating the proposition, to explain what “best form of automobile transportation” means. Then the proposition would be defended with separate arguments.

Propositions of Policy

These propositions are easy to identify because they almost always have the word “should” in them. These propositions call for a change in policy or practice (including those in a government, community, or school), or they can call for the audience to adopt a certain behavior. Speeches with propositions of policy can be those that call for passive acceptance and agreement from the audience and those that try to instigate the audience to action, to actually do something immediately or in the long-term.

• Our state should require mandatory recertification of lawyers every ten years.
• The federal government should act to ensure clean water standards for all citizens.
• The federal government should not allow the use of technology to choose the sex of an unborn child.
• The state of Georgia should require drivers over the age of 75 to take a vision test and present a certificate of good health from a doctor before renewing their licenses.
• Wyeth Daniels should be the next governor of the state.
• Young people should monitor their blood pressure regularly to avoid health problems later in life.

As mentioned before, the proposition determines the approach to the speech, especially the organization. Also as mentioned earlier in this chapter, the exact phrasing of the proposition should be carefully done to be reasonable, positive, and appropriate for the context and audience. In the next section we will examine organizational factors for speeches with propositions of fact, value, and policy.

Organization Based on Type of Proposition

Organization for a proposition of fact.

If your proposition is one of fact, you will do best to use a topical organization. Essentially that means that you will have two to four discrete, separate arguments in support of the proposition. For example:

Proposition: Converting to solar energy can save homeowners money.

I. Solar energy can be economical to install.

A. The government awards grants.

B. The government gives tax credits.

II. Solar energy reduces power bills.

III. Solar energy requires less money for maintenance.

IV. Solar energy works when the power grid goes down.

Here is a first draft of another outline for a proposition of fact:

Proposition: Experiments using animals are essential to the development of many life-saving medical procedures.

I. Research of the past shows many successes from animal experimentation.

II. Research on humans is limited for ethical and legal reasons.

III. Computer models for research have limitations.

However, these outlines are just preliminary drafts because preparing a speech of fact requires a great deal of research and understanding of the issues. A speech with a proposition of fact will almost always need an argument or section related to the “reservations,” refuting the arguments that the audience may be preparing in their minds, their mental dialogue.

So the second example needs revision, such as:

I. The first argument in favor of animal experimentation is the record of successful discoveries from animal research.

II. A second reason to support animal experimentation is that research on humans is limited for ethical and legal reasons.

III. Animal experimentation is needed because computer models for research have limitations.

IV. Many people today have concerns about animal experimentation.

A. Some believe that all experimentation is equal.

1. There is experimentation for legitimate medical research.

2. There is experimentation for cosmetics or shampoos.

B. Others argue that the animals are mistreated.

1. There are protocols for the treatment of animals in experimentation.

2. Legitimate medical experimentation follows the protocols.

C. Some believe the persuasion of certain advocacy groups like PETA.

1. Many of the groups that protest animal experimentation have extreme views.

2. Some give untrue representations.

To complete this outline, along with introduction and conclusion, there would need to be quotations, statistics, and facts with sources provided to support both the pro-arguments in Main Points I-III and the refutation to the misconceptions about animal experimentation in Subpoints A-C under Point IV.

Organization for a Proposition of Value

A persuasive speech that incorporates a proposition of value will have a slightly different structure. As mentioned earlier, a proposition of value must first define the “value” word for clarity and provide a basis for the other arguments of the speech. The second or middle section would present the defense or “pro” arguments for the proposition based on the definition. The third section would include refutation of the counter arguments or “reservations.”

The following outline draft shows a student trying to structure a speech with a value proposition. Keep in mind it is abbreviated for illustrative purposes, and thus incomplete as an example of what you would submit to your instructor, who will expect more detailed outlines for your speeches.

Proposition: Hybrid cars are the best form of automotive transportation available today.

I. Automotive transportation that is best meets three standards. (Definition)

A. It is reliable and durable.

B. It is fuel efficient and thus cost efficient.

C. It is therefore environmentally responsible.

II. Studies show that hybrid cars are durable and reliable. (Pro-Argument 1)

A. Hybrid cars have 99 problems per 100 cars versus 133 problem per 100 conventional cars, according to TrueDelta, a car analysis website much like Consumer Reports.

B. J.D. Powers reports hybrids also experience 11 fewer engine and transmission issues than gas-powered vehicles, per 100 vehicles.

III. Hybrid cars are fuel-efficient. (Pro-Argument 2)

A. The Toyota Prius gets 48 mpg on the highway and 51 mpg in the city.

B. The Ford Fusion hybrid gets 47 mpg in the city and in the country.

IV. Hybrid cars are environmentally responsible. (Pro-Argument 3)

A. They only emit 51.6 gallons of carbon dioxide every 100 miles.

B. Conventional cars emit 74.9 gallons of carbon dioxide every 100 miles.

C. The hybrid produces 69% of the harmful gas exhaust that a conventional car does.

V. Of course, hybrid cars are relatively new to the market and some have questions about them. (Reservations)

A. Don’t the batteries wear out and aren’t they expensive to replace?

1. Evidence to address this misconception.

2. Evidence to address this misconception.

B. Aren’t hybrid cars only good for certain types of driving and drivers?

C. Aren’t electric cars better?

Organization for a Propositions of Policy

The most common type of outline organizations for speeches with propositions of policy is problem-solution or problem-cause-solution. Typically we do not feel any motivation to change unless we are convinced that some harm, problem, need, or deficiency exists, and even more, that it affects us personally. As the saying goes, “If it ain’t broke, why fix it?”As mentioned before, some policy speeches look for passive agreement or acceptance of the proposition. Some instructors call this type of policy speech a “think” speech since the persuasion is just about changing the way your audience thinks about a policy.

On the other hand, other policy speeches seek to move the audience to do something to change a situation or to get involved in a cause, and these are sometimes called a “do” speech since the audience is asked to do something. This second type of policy speech (the “do” speech) is sometimes called a “speech to actuate.” Although a simple problem-solution organization with only two main points is permissible for a speech of actuation, you will probably do well to utilize the more detailed format called Monroe’s Motivated Sequence.

This format, designed by Alan Monroe (1951), who wrote a popular speaking textbook for many years, is based on John Dewey’s reflective thinking process. It seeks to go in-depth with the many questions an audience would have in the process of listening to a persuasive speech. Monroe’s Motivated Sequence involves five steps, which should not be confused with the main points of the outline. Some steps in Monroe’s Motivated Sequence may take two points.

1. Attention. This is the introduction, where the speaker brings attention to the importance of the topic as well as his or her own credibility and connection to the topic. This step will include the thesis and preview.

2. Need. Here the problem is defined and defended. This step may be divided into two main points, such as the problem and the causes of it, since logically a solution should address the underlying causes as well as the external effects of a problem. It is important to make the audience see the severity of the problem, and how it affects them, their family, or their community. The harm or need can be physical, financial, psychological, legal, emotional, educational, social, or a combination. It will have to be supported by evidence.

3. Satisfaction. A need calls for satisfaction in the same way a problem requires a solution. This step could also, in some cases, take up two main points. Not only does the speaker present the solution and describe it, but they must also defend that it works and will address the causes of the problem as well as the symptoms.

4. Visualization. This step looks to the future either positively or negatively. If positive, the benefits from enacting or choosing the solution are shown. If negative, the disadvantages of not doing anything to solve the problem are shown. There may be times when it is acceptable to skip this step, especially if time is limited. The purpose of visualization is to motivate the audience by revealing future benefits or through fear appeals by showing future harms.

5. Action. This can be the conclusion, although if the speaker really wants to spend time on moving the audience to action, the action step should be a full main point and the conclusion saved for summary and a dramatic ending. In the action step, the goal is to give specific steps for the audience to take as soon as possible to move toward solving the problem. Whereas the satisfaction step explains the solution overall, the action step gives concrete ways to begin making the solution happen.

The more concrete you can make the action step, the better. Research shows that people are more likely to act if they know how accessible the action can be. For example, if you want students to be vaccinated against the chicken pox virus (which can cause a serious disease called shingles in adults), you can give them directions to and hours for a clinic or health center where vaccinations at a free or discounted price can be obtained.

In some cases for speeches of policy, no huge problem needs solving. Or, there is a problem, but the audience already knows about it and is convinced that the problem exists and is important. In those cases, a format called “comparative advantages” is used, which focuses on how one possible solution is better than other possible ones. The organizational pattern for this kind of proposition might be topical:

I. This policy is better because…

II. This policy is better because…

III. This policy is better because…

If this sounds a little like a commercial that is because advertisements often use comparative advantages to show that one product is better than another. Here is an example:

Proposition: Owning the Barnes and Noble Nook is more advantageous than owning the Amazon Kindle.

I. The Nook allows owners to trade and loan books to other owners or people who have downloaded the Nook software, while the Kindle does not.

II. The Nook has a color-touch screen, while the Kindle’s screen is black and grey and non-interactive.

III. The Nook’s memory can be expanded through microSD, while the Kindle’s memory cannot be upgraded.

Building Upon Your Persuasive Speech’s Arguments

Once you have constructed the key arguments and order of points (remembering that if you use topical order, to put your strongest or most persuasive point last), it is time to be sure your points are well supported. In a persuasive speech, there are some things to consider about evidence.

First, your evidence should be from sources that the audience will find credible. If you can find the same essential information from two sources but know that the audience will find the information more credible from one source than another, use and cite the information from the more credible one. For example, if you find the same statistical data on Wikipedia and the U.S. Department of Labor’s website, cite the U.S. Department of Labor (your instructor will probably not accept the Wikipedia site anyway). Audiences also accept information from sources they consider unbiased or indifferent. Gallup polls, for example, have been considered reliable sources of survey data because unlike some organizations, Gallup does not have a cause (political or otherwise) it is supporting.

Secondly, your evidence should be new to the audience. In other words, the best evidence is that which is from credible sources and the audience has not heard before (Reinard, 1988; McCroskey, 1969). If they have heard it before and discounted it, they will not consider your argument well supported. An example is telling people who smoke that smoking will cause lung cancer. Everyone in the U.S. has heard that thousands of times, but 14% of the population still smokes, which is about one in seven (Centers for Disease Control and Prevention, 2017)). Many of those who smoke have not heard the information that really motivates them to quit yet, and of course quitting is very difficult. Additionally, new evidence is more attention-getting, and you will appear more credible if you tell the audience something new (as long as you cite it well) than if you use the “same old, same old” evidence they have heard before.

Third, in order to be effective and ethical, your supporting evidence should be relevant and not used out of context, and fourth, it should be timely and not out of date.

After choosing the evidence and apportioning it to the correct parts of the speech, you will want to consider use of metaphors, quotations, rhetorical devices, and narratives that will enhance the language and “listenability” of your speech. Narratives are especially good for introduction and conclusions, to get attention and to leave the audience with something dramatic. You might refer to the narrative in the introduction again in the conclusion to give the speech a sense of finality.

Next you will want to decide if you should use any type of presentation aid for the speech. The decision to use visuals such as PowerPoint slides or a video clip in a persuasive speech should take into consideration the effect of the visuals on the audience and the time allotted for the speech (as well as your instructor’s specifications). The charts, graphs, or photographs you use should be focused and credibly done.

One of your authors remembers a speech by a student about using seat belts (which is, by the way, an overdone topic). What made the speech effective in this case were photographs of two totaled cars, both of which the student had been driving when they crashed. The devastation of the wrecks and his ability to stand before us and give the speech because he had worn his seat belt was effective (although it didn’t say much for his driving ability). If you wanted an audience to donate to disaster relief after an earthquake in a foreign country, a few photographs of the destruction would be effective, and perhaps a map of the area would be helpful. But in this case, less is more. Too many visual aids will likely distract from your overall speech claim.

Finally, since you’ve already had experience in class giving at least one major speech prior to this one, your delivery for the persuasive speech should be especially strong. Since delivery does affect credibility (Burgoon, Birk,  & Pfau, 1990), you want to be able to connect visually as you make your appeals. You want to be physically involved and have vocal variety when you tell dramatic narratives that emphasize the human angle on your topic. If you do use presentation slides, you want them to work in seamlessly, using black screens when the visuals are not necessary.

Your persuasive speech in class, as well as in real life, is an opportunity to share a passion or cause that you believe will matter to society and help the audience live a better life. Even if you are initially uncomfortable with the idea of persuasion, we use it all the time in different ways. Choose your topic based on your own commitment and experience, look for quality evidence, craft your proposition so that it will be clear and audience appropriate, and put the finishing touches on it with an eye toward enhancing your logos, ethos, and pathos.

Something to Think About

Go to YouTube and look for “Persuasive Speeches by College Students.” There are quite a few. Here’s one example: https://www.youtube.com/watch?v=SNr7Fx-SM1Y.

Do you find this speech persuasive? Why or why not? Based on the content of this chapter, what did the speaker do correctly or perhaps not so correctly that affected his or her persuasiveness?

Sample Outlines

Sample outline: persuasive speech using topical pattern.

By Janet Aguilar

Specific Purpose: To persuade my classmates to eliminate their Facebook use.

Introduction: There she was late into the night still wide awake starring at her phone’s screen. In fact, she had to be at work early in the morning, but scrolling through her Facebook account kept her awake. That girl was me before I deactivated my Facebook account. I honestly could not tell you how many hours I spent on Facebook. In the survey that I presented to you all, one person admitted to spending “too much” time on Facebook. That was me in the past, I spent too much time on Facebook. Time is precious and once it is gone it does not return. So why do you spend precious time on Facebook? Time that could be spent with family, resting, or just being more productive.

Thesis/Preview: Facebook users should eliminate their usage because Facebook can negatively affect their relationships with others, their sleeping patterns and health, and their ability to focus on school work.

I. Family relationships can be affected by your Facebook usage.

A. In the survey conducted in class, 11 of 15 students confessed to have ignored someone while they were speaking.

1. Found myself ignoring my children while they spoke.

2. Noticed other people doing the same thing especially in parks and restaurants.

B. According to Lynn Postell-Zimmerman on hg.org, Facebook has become a leading cause for divorce.

C. In the United States, 1 in 5 couples mentioned Facebook as a reason for divorce in 2009.

Transition: We have discussed how Facebook usage can lead to poor relationships with people, next we will discuss how Facebook can affect your sleep patterns and health.

II. Facebook usage can negatively affect your sleep patterns and health.

A. Checking Facebook before bed.

1. In my survey 11 students said they checked their Facebook account before bed.

2. Staying on Facebook for long hours before bed.

B. Research has shown that Facebook can cause depression, anxiety, and addiction.

1. According to researchers Steels, Wickham and Acitelli in an article in the Journal of Social & Clinical Psychology titled “Seeing everyone else’s highlight reels: How Facebook usage is linked to depressive symptoms,” because Facebook users only view the positive of their friend’s life they become unhappy with their life and it can lead to becoming depressed and unhappy.

2. Marissa Maldonado on psychcentral.com, concluded from recent studies that, “Facebook increases people’s anxiety levels by making them feel inadequate and generating excess worry and stress.”

3. Facebook addiction is a serious issue, according to the article “Too much Facebook leads to anger and depression” found on cnn.com and written by Cara Reedy.

a. Checking Facebook everywhere we go is a sign of addiction

b. Not being able to deactivate your Facebook account. 

Transition: Many of you have probably never though as Facebook as a threat to your health, but we will now review how it can affect you as a college student.

III. Facebook negatively affects students.

A. I often found myself on Facebook instead of doing schoolwork.

B. I was constantly checking Facebook which takes away from study time.

C. I also found myself checking Facebook while in class, which can lead to poor grades and getting in trouble with the professor.

D. A study of over 1,800 college students showed a negative relationship between amount of Facebook time and GPA, as reported by Junco in a 2012 article titled, “Too much face and not enough books” from the journal Computers and Human Behavior.

Conclusion: In conclusion, next time you log on to Facebook try deactivating your account for a few day and see the difference. You will soon see how it can bring positive changes in your family relationships, will avoid future health problems, will help you sleep better, and will improve your school performance. Instead of communicating through Facebook try visiting or calling your close friends. Deactivating my account truly helped me, and I can assure you we all can survive without Facebook.

Junco, R. (2012). Too much face and not enough books: The relationship between multiple indices of Facebook use and academic performance. Computers in Human Behavior, 28(1), 187-198.

Maldonado, M. (2014). The anxiety of Facebook. Psych Central. Retrieved from http://psychcentral.com/lib/the-anxiety-of-facebook/

Postell-Zimmerman, L. (1995-2015). Facebook has become a leading cause in divorce cases. HG.org. Retrieved from http://www.hg.org/article.asp?id=27803 Reedy, C. (2015, March 2). Too much Facebook leads to envy and depression. CNNMoney. Retrieved from http://money.cnn.com/2015/03/02/ technology/facebook-envy/

Steers, M. L. N., Wickham, R. E., & Acitelli, L. K. (2014). Seeing everyone else’s highlight reels: How Facebook usage is linked to depressive symptoms. Journal of Social and Clinical Psychology, 33(8), 701-731. DOI: 10.1521/jscp.2014.33.8.701

Sample Outline: Persuasive Speech Using Monroe’s Motivated Sequence Pattern

Speech to Actuate: Sponsoring a Child in Poverty Specific Purpose: to actuate my audience to sponsor a child through an agency such as Compassion International.

Introduction (Attention Step)

I. How much is $38? That answer depends on what you make, what you are spending it for, and what you get back for it. (Grabber)

II. $38 per month breaks down to a little more than $1.25 per day, which is probably what you spend on a snack or soda in the break room. For us, it’s not very much. (Rapport)

III. I found out that I can provide better health care, nutrition, and even education for a child in Africa, South America, or Asia for the $38 per month by sponsoring a child through Compassion International. (Credibility)

IV. If I can do it, maybe you can too: (Bridge)

Thesis: Through a minimal donation each month, you can make the life of a child in the developing world much better.

Preview: In the next few minutes I would like to discuss the problem, the work of organizations that offer child sponsorships, how research shows they really do alleviate poverty, and what you can do to change the life of a child.

I. The problem is the continued existence and effects of poverty. (Need Step)

A. Poverty is real and rampant in much of the world.

1. According to a 2018 report of the Secretary General of the United Nations, 9.2% of the world lives on less than $1.90 per day.

a. That is 600 million people on the planet.

2. This number is supported by the World Poverty clock of the World Data Lab, which states that 8% of the world’s population lives in extreme poverty.

a. The good news is that this number is one third of what it was in 1990, mostly due to the rising middle class in Asia.

b. The bad news is that 70% of the poor will live in Africa, with Nigeria labeled the “Poverty Capital of the World,” according to the Brookings Institute.

B. Poverty means children do not get adequate health care.

1. One prevalent but avoidable disease is malaria, which takes the lives of 3000 children every day, according to UNICEF.

2. According to the World Health Organization, diarrheal diseases claimed 2.46 million lives in 2012 and is the second leading cause of death of children under 5.

C. Poverty means children do not get adequate nutrition, as stated in a report from UNICEF.

1. Inadequate nutrition leads to stunted growth.

2. Undernutrition contributes to more than one third of all deaths in children under the age of five.

D. Poverty means children are unlikely to reach adult age, according to the CIA World Fact Book quoted on the Infoplease website.

1. Child mortality rate in Africa is 8.04% (percentage dying before age 5), while in North American is .64%

2. Life expectancy in Sub-Saharan Africa is almost 30 years less than in the U.S.

E. Poverty also means children are unlikely to receive education and be trained for profitable work.

1. Nearly a billion people entered the 21st century unable to read a book or sign their names, states the Global Issues website on Poverty Facts.

2. UNESCO, a part of the United Nations, reports that less than a third of adults in Sub-Saharan Africa have completed primary education.

Transition: Although in all respects poverty is better in 2019 than it has been in the past, poverty is still pervasive and needs to be addressed. Fortunately, some great organizations have been addressing this for many years.

II. Some humanitarian organizations address poverty directly through child sponsorships. (Satisfaction Step)

A. These organizations vary in background but not in purpose. The following information is gleaned from each organization’s websites.

1. Compassion International is faith-based, evangelical.

a. Around since early 1950s, started in Korea.

b. Budget of $887 Million.

c. Serves 1.92 million babies, children, and young adults.

d. Works through local community centers and established churches.

2. World Vision is faith-based, evangelical.

a. Around since the 1950s.

b. Budget of far over $1 Billion.

c. 60% goes to local community programs but more goes to global networks, so that 86% goes to services.

d. World Vision has more extensive services than child sponsorship, such as water purification and disaster relief.

e. Sponsors three million children across six continents

3. Children International is secular.

a. Around since 1936.

b. Budget of $125 Million.

c. 88% of income goes directly to programs and children.

d. Sponsors children in ten countries on four continents

e. Sponsors X across X continents

4. Save the Children is secular, through…

a. One hundred years of history, began in post WWI Europe.

b. Budget of $880 Million.

c. 87% goes to services.

d. Sponsors 134 million children in 120 countries, including 450,000 in U.S.

5. There are other similar organizations, such as ChildFund and PlanUSA.

B. These organizations work directly with local community, on-site organizations.

1. The children are involved in a program, such as after school.

2. The children live with their parents and siblings.

3. The sponsor’s donation goes for medicine, extra healthy, nutritious food, shoes for school, and other items.

4. Sponsors can also help donate for birthdays and holidays to the whole family to buy food or farm animals.

Transition: Of course, any time we are donating money to an organization, we want to be sure our money is being effectively and ethnically used.

III. This concern should be addressed in two ways: Is the money really helping, and are the organizations honest? (Continuation of Satisfaction Step)

A. The organizations’ honesty can be investigated.

1. You can check through Charity Navigator.

2. You can check through the Better Business Bureau-Charity.

3. You can check through Charity Watch.

4. You can check through the organizations’ websites.

B. Secondly, is sponsoring a child effective? Yes.

1. According to Bruce Wydick, Professor of Economics at the University of San Francisco, child sponsorship is the fourth most effective strategy for addressing poverty, behind water purification, mosquito nets, and deworming treatments.

2. Dr. Wydick and colleagues’ work has been published in the prestigious Journal of Political Economy from the University of Chicago.

3. He states, “Two researchers and I recently carried out a study (sponsored by the U.S. Agency for International Development) on the long-term impacts of Compassion International’s child sponsorship program. The study, gathering data from over 10,000 individuals in six countries, found substantial impact on adult life outcomes for children who were sponsored through Compassion’s program during the 1980s and ’90s…In adulthood, formerly sponsored children were far more likely to complete secondary school and had a much higher chance of having a white-collar job. They married and had children later in life, were more likely to be church and community leaders, were less likely to live in a home with a dirt floor and more likely to live in a home with electricity.”

Transition: To this point I have spoke of global problems and big solutions. Now I want to bring it down to real life with one example.

IV. I’d like to use my sponsored child, Ukwishaka in Rwanda, as an example of how you can. (Visualization Step)

A. I have sponsored her for five years.

B. She is now ten years old.

C. She lives with two siblings and both parents.

D. She writes me, I write her back, and we share photos at least every two months.

E. The organization gives me reports on her project.

F. I hope one day to go visit her.

G. I believe Ukwishaka now knows her life can be more, can be successful.

Transition: We have looked at the problem of childhood poverty and how reliable, stable nongovernmental organizations are addressing it through child sponsorships. Where does that leave you?

V. I challenge you to sponsor a child like Ukwishaka. (Action Step)

A. Although I sponsor her through Compassion International, there are other organizations.

B. First, do research.

C. Second, look at your budget and be sure you can do this.

1. You don’t want to start and have to stop.

2. Look for places you “waste” money during the month and could use it this way.

3. Fewer snacks from the break room, fewer movies at the Cineplex, brown bag instead of eating out.

D. Talk to a representative at the organization you like.

E. Discuss it with your family.

F. Take the plunge. If you do.

1. Write your child regularly.

2. Consider helping the family, or getting friends to help with extra gifts.

I. In this speech, we have taken a look at the state of poverty for children on this planet, at organizations that are addressing it through child sponsorships, at the effectiveness of these programs, and what you can do.

II. My goal today was not to get an emotional response, but a realistically compassionate one.

III. You have probably heard this story before but it bears repeating. A little girl was walking with her mother on the beach, and the sand was covered with starfish. The little girl wanted to rescue them and send them back to the ocean and kept throwing them in. “It won’t matter, Honey,” said her mother. “You can’t get all of them back in the ocean.” “But it will matter to the ones that I do throw back,” the little girl answered.

IV. We can’t sponsor every child, but we can one, maybe even two. As Forest Witcraft said, “What will matter in 100 years is that I made a difference in the life of a child.” Will you make a difference?

AGScientific. (2019). Top ten deadly diseases in the world. Retrieved from http://agscientific.com/blog/2016/04/top-10-deadly-diseases/

Compassion International. (2019). Financial integrity: The impact of our compassion. Retrieved from https://www.compassion.com/about/financial.htm 

Children’s International. (2019). Accountability. Retrieved from https:// www.children.org/learn-more/accountability

Global Issues. (2013, January 7 ). Poverty facts and stats. Retrieved from http://www.globalissues.org/article/26/poverty-facts-and-stats

Infoplease. (2019). What life expectancy really means. Retrieved form https://www.infoplease.com/world/health-and-social-statistics/life-expectancy-countries-0

Kharas, H., Hamel, K., & Hofer, M. (2018, Dec. 13). Rethinking global poverty reduction in 2019. Retrieved from https://www.brookings.edu/ blog/future-development/2018/12/13/rethinking-global-poverty-reduction-in-2019/

Roser, M. (2019). Child and infant mortality rates. Retrieved from https:// ourworldindata.org/child-mortality

Save the Children. (2019). Financial information. Retrieved from https:// www.savethechildren.org/us/about-us/financial-information

UNICEF. (2008). Tracking progress on child and maternal nutrition: A survival and development priority. Retrieved from https://www.unicef. org/publications/files/Tracking_Progress_on_Child_and_Maternal_Nutrition_EN_110309.pdf UNICEF 2019. The reality of Malaria. Retrieved from https://www.unicef. org/health/files/health_africamalaria.pdf

United Nations. (2019). Poverty eradication. Retrieved from https://sustainabledevelopment.un.org/topics/povertyeradication

World Vision. (2019). Financial accountability. Retrieved from https:// www.worldvision.org/about-us/financial-accountability-2

Wydick, B., Glewwe, P., & Rutledge, L. (2013). Does international child sponsorship work? A six-country study of impacts on adult life outcomes. Journal of Political Economy, 121(2), 393–436. https://doi. org/10.1086/670138

Wydick, B. (2012, Feb.). Cost-effective compassion. Christianity Today, 56(2), 24-29.

Wydick, B. (2013). Want to change the world? Sponsor a child. Christianity Today, 57(5), 20–27.

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Rebuttal Sections

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This resource outlines the generally accepted structure for introductions, body paragraphs, and conclusions in an academic argument paper. Keep in mind that this resource contains guidelines and not strict rules about organization. Your structure needs to be flexible enough to meet the requirements of your purpose and audience.

In order to present a fair and convincing message, you may need to anticipate, research, and outline some of the common positions (arguments) that dispute your thesis. If the situation (purpose) calls for you to do this, you will present and then refute these other positions in the rebuttal section of your essay.

It is important to consider other positions because in most cases, your primary audience will be fence-sitters. Fence-sitters are people who have not decided which side of the argument to support.

People who are on your side of the argument will not need a lot of information to align with your position. People who are completely against your argument—perhaps for ethical or religious reasons—will probably never align with your position no matter how much information you provide. Therefore, the audience you should consider most important are those people who haven't decided which side of the argument they will support—the fence-sitters.

In many cases, these fence-sitters have not decided which side to align with because they see value in both positions. Therefore, to not consider opposing positions to your own in a fair manner may alienate fence-sitters when they see that you are not addressing their concerns or discussion opposing positions at all.

Organizing your rebuttal section

Following the TTEB method outlined in the Body Paragraph section, forecast all the information that will follow in the rebuttal section and then move point by point through the other positions addressing each one as you go. The outline below, adapted from Seyler's Understanding Argument , is an example of a rebuttal section from a thesis essay.

When you rebut or refute an opposing position, use the following three-part organization:

The opponent’s argument : Usually, you should not assume that your reader has read or remembered the argument you are refuting. Thus, at the beginning of your paragraph, you need to state, accurately and fairly, the main points of the argument you will refute.

Your position : Next, make clear the nature of your disagreement with the argument or position you are refuting. Your position might assert, for example, that a writer has not proved his assertion because he has provided evidence that is outdated, or that the argument is filled with fallacies.

Your refutation : The specifics of your counterargument will depend upon the nature of your disagreement. If you challenge the writer’s evidence, then you must present the more recent evidence. If you challenge assumptions, then you must explain why they do not hold up. If your position is that the piece is filled with fallacies, then you must present and explain each fallacy.

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• An Introduction to Punctuation
• Ph.D., Rhetoric and English, University of Georgia
• M.A., Modern English and American Literature, University of Leicester
• B.A., English, State University of New York

In rhetoric, refutation is the part of an argument in which a speaker or writer counters opposing points of view. Also called  confutation .

Refutation is "the key element in debate," say the authors of The Debater's Guide  (2011). Refutation "makes the whole process exciting by relating ideas and arguments from one team to those of the other" ( The Debater's Guide , 2011).

In speeches, refutation and confirmation are often presented "conjointly with one another" (in the words of the unknown author of Ad Herrenium ): support for a claim ( confirmation ) can be enhanced by a challenge to the validity of an opposing claim ( refutation ).

In classical rhetoric , refutation was one of the rhetorical exercises known as the  progymnasmata .

Examples and Observations

"Refutation is the part of an essay that disproves the opposing arguments. It is always necessary in a persuasive paper to refute or answer those arguments. A good method for formulating your refutation is to put yourself in the place of your readers, imagining what their objections might be. In the exploration of the issues connected with your subject, you may have encountered possible opposing viewpoints in discussions with classmates or friends. In the refutation, you refute those arguments by proving the opposing basic proposition untrue or showing the reasons to be invalid...In general, there is a question about whether the refutation should come before or after the proof . The arrangement will differ according to the particular subject and the number and strength of the opposing arguments. If the opposing arguments are strong and widely held, they should be answered at the beginning. In this case, the refutation becomes a large part of the proof . . .. At other times when the opposing arguments are weak, the refutation will play only a minor part in the overall proof." -Winifred Bryan Horner, Rhetoric in the Classical Tradition . St. Martin's, 1988

Indirect and Direct Refutation

• "Debaters refute through an indirect means when they use counter-argument to attack the case of an opponent. Counter-argument is the demonstration of such a high degree of probability for your conclusions that the opposing view loses its probability and is rejected... Direct refutation attacks the arguments of the opponent with no reference to the constructive development of an opposing view...The most effective refutation, as you can probably guess, is a combination of the two methods so that the strengths of the attack come from both the destruction of the opponents' views and the construction of an opposing view." -Jon M. Ericson, James J. Murphy, and Raymond Bud Zeuschner,  The Debater's Guide , 4th ed. Southern Illinois University Press, 2011
• "An effective refutation must speak directly to an opposing argument. Often writers or speakers will claim to be refuting the opposition, but rather than doing so directly, will simply make another argument supporting their own side. This is a form of the fallacy of irrelevance through evading the issue." -Donald Lazere,  Reading and Writing for Civic Literacy: The Critical Citizen's Guide to Argumentative Rhetoric . Taylor & Francis, 2009

Cicero on Confirmation and Refutation

"[T]he statement of the case . . . must clearly point out the question at issue. Then must be conjointly built up the great bulwarks of your cause, by fortifying your own position, and weakening that of your opponent; for there is only one effectual method of vindicating your own cause, and that includes both the confirmation and refutation. You cannot refute the opposite statements without establishing your own; nor can you, on the other hand, establish your own statements without refuting the opposite; their union is demanded by their nature, their object, and their mode of treatment. The whole speech is, in most cases, brought to a conclusion by some amplification of the different points, or by exciting or mollifying the judges; and every aid must be gathered from the preceding, but more especially from the concluding parts of the address, to act as powerfully as possible upon their minds, and make them zealous converts to your cause." -Cicero, De Oratore , 55 BC

Richard Whately on Refutation

"Refutation of Objections should generally be placed in the midst of the Argument; but nearer the beginning than the end. If indeed very strong objections have obtained much currency, or have been just stated by an opponent, so that what is asserted is likely to be regarded as paradoxical , it may be advisable to begin with a Refutation." -Richard Whately, Elements of Rhetoric , 1846)​

FCC Chairman William Kennard's Refutation

"There will be those who say 'Go slow. Don't upset the status quo.' No doubt we will hear this from competitors who perceive that they have an advantage today and want regulation to protect their advantage. Or we will hear from those who are behind in the race to compete and want to slow down deployment for their own self-interest. Or we will hear from those that just want to resist changing the status quo for no other reason than change brings less certainty than the status quo. They will resist change for that reason alone. So we may well hear from a whole chorus of naysayers. And to all of them, I have only one response: we cannot afford to wait. We cannot afford to let the homes and schools and businesses throughout America wait. Not when we have seen the future. We have seen what high capacity broadband can do for education and for our economy. We must act today to create an environment where all competitors have a fair shot at bringing high capacity bandwidth to consumers—especially residential consumers. And especially residential consumers in rural and underserved areas." -William Kennard, Chairman of the FCC, July 27, 1998

Etymology: From the Old English, "beat"

Pronunciation: REF-yoo-TAY-shun

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15.8: Organizing Persuasive Messages

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• Lisa Schreiber and Morgan Hartranft
• Millersville University via Public Speaking Project

Once you have selected your topic, know who your audience is, and have settled on an end goal for your persuasive speech, you can begin drafting your speech. Outlines are organized according to the particular speech, and the following organizational patterns are used routinely for persuasive speeches.

Monroe’s Motivated Sequence

Monroe’s Motivated Sequence is an organizational pattern that attempts to convince the audience to respond to a need that is delineated in the speech (Monroe, 1949). Five separate steps characterize the Motivated Sequence organization style:

1. The attention step should get the audience’s attention as well as describe your goals and preview the speech.

2. The need step should provide a description of the problem as well as the consequences that may result if the problem goes unresolved. In this step, the speaker should also alert audience members to their role in mitigating the issue.

3. The satisfaction step is used to outline your solutions to the problems you have previously outlined as well as deal with any objections that may arise.

4. In the visualization step, audience members are asked to visualize what will happen if your solutions are implemented and what will happen if they do not come to fruition. Visualizations should be rich with detail.

5. The action appeal step should be used to make a direct appeal for action. In this step, you should describe precisely how the audience should react to your speech and how they should carry out these actions. As the final step, you should also offer a concluding comment. See Figure \(\PageIndex{1}\) to see this method of arrangement illustrated.

direct method pattern

If your goal is to convince your audience to adopt a particular idea, you might prefer the direct method pattern as a way of organizing your speech. This pattern consists of a claim and a list of reasons to support it. Every piece of support in the speech directly supports the central claim you wish to make. As Jaffe (2004) points out, “It’s a good pattern to use when listeners are apathetic or neutral, either mildly favoring or mildly opposing your claim” (p. 329). The outline for a speech on vegetarianism in Figure \(\PageIndex{2}\) provides three reasons that vegetarianism provides useful health benefits for people struggling with obesity.

History creates comprehensibility primarily by arranging facts meaningfully and only in a very limited sense by establishing strict causal connections. ~ Johan Huizinga

causal pattern

Similar to a problem-solution speech, which was covered in Chapter 8, a causal speech describes a general cause and a specific effect. In other words, a causal pattern first addresses some cause and then shares what effects resulted. A causal speech can be particularly effective when the speaker wants to convince their audience of the relationship between two things. With sound causal reasoning, a speech of this sort can be used to convince the audience of something they were previously opposed to believing.

As the example in Figure \(\PageIndex{3}\) illustrates, the basic components of the causal speech are the cause and the effect. Such an organizational style is useful when a speaker needs to share the results of a new program, discuss how one act led to another, or discuss the positive/negative outcomes of taking some action. Through this pattern, the speaker can convince audiences to adopt a new belief about a particular phenomenon.

refutation pattern

Sometimes an occasion will arise when your audience is already opposed to your argument. In this case, a refutation pattern can be engaged to persuade audience members that your side of the argument is better or more accurate. In a refutation speech, the speaker must anticipate the audience’s opposition, then bring attention to the tensions between the two sides, and finally refute them using evidential support. Refutation patterns are frequently seen in debates, where speakers are fundamentally opposed to one another’s arguments. Refutation generally happens through a set of four steps: (1) signaling the argument to which you are responding, (2) stating your own argument, (3) providing justification or evidence for your side of the argument, and (4) summarizing your response. An advocate of reusing as opposed to recycling might present the argument in Figure 16.4 to respond to someone who believes recycling is the best way to individually work on environmental stewardship. As this example illustrates, a refutation speech should clearly delineate where the audience is perceived to stand on an issue, why their view is in disagreement with the speaker’s, and why the audience should adopt the speaker’s position. Moreover, the speaker should be sure to highlight the importance of the debate, which will clue the audience into why they should spend their time listening to a speaker who clearly disagrees with them. An example of this pattern can be found on the next page in Figure \(\PageIndex{4}\).

Neither irony nor sarcasm is argument. ~ Samuel Butler

Figure \(\PageIndex{4}\). Sample Outline Refutation Pattern

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17.3 Organizing Persuasive Speeches

Learning objectives.

• Understand three common organizational patterns for persuasive speeches.
• Explain the steps utilized in Monroe’s motivated sequence.
• Explain the parts of a problem-cause-solution speech.
• Explain the process utilized in a comparative advantage persuasive speech.

Steven Lilley – Engaged – CC BY-SA 2.0.

Previously in this text we discussed general guidelines for organizing speeches. In this section, we are going to look at three organizational patterns ideally suited for persuasive speeches: Monroe’s motivated sequence, problem-cause-solution, and comparative advantages.

Monroe’s Motivated Sequence

One of the most commonly cited and discussed organizational patterns for persuasive speeches is Alan H. Monroe’s motivated sequence. The purpose of Monroe’s motivated sequence is to help speakers “sequence supporting materials and motivational appeals to form a useful organizational pattern for speeches as a whole” (German et al., 2010).

While Monroe’s motivated sequence is commonly discussed in most public speaking textbooks, we do want to provide one minor caution. Thus far, almost no research has been conducted that has demonstrated that Monroe’s motivated sequence is any more persuasive than other structural patterns. In the only study conducted experimentally examining Monroe’s motivated sequence, the researchers did not find the method more persuasive, but did note that audience members found the pattern more organized than other methods (Micciche, Pryor, & Butler, 2000). We wanted to add this sidenote because we don’t want you to think that Monroe’s motivated sequence is a kind of magic persuasive bullet; the research simply doesn’t support this notion. At the same time, research does support that organized messages are perceived as more persuasive as a whole, so using Monroe’s motivated sequence to think through one’s persuasive argument could still be very beneficial.

Table 17.1 “Monroe’s Motivated Sequence” lists the basic steps of Monroe’s motivated sequence and the subsequent reaction a speaker desires from his or her audience.

Table 17.1 Monroe’s Motivated Sequence

The first step in Monroe’s motivated sequence is the attention step , in which a speaker attempts to get the audience’s attention. To gain an audience’s attention, we recommend that you think through three specific parts of the attention step. First, you need to have a strong attention-getting device. As previously discussed in Chapter 9 “Introductions Matter: How to Begin a Speech Effectively” , a strong attention getter at the beginning of your speech is very important. Second, you need to make sure you introduce your topic clearly. If your audience doesn’t know what your topic is quickly, they are more likely to stop listening. Lastly, you need to explain to your audience why they should care about your topic.

In the need step of Monroe’s motivated sequence, the speaker establishes that there is a specific need or problem. In Monroe’s conceptualization of need, he talks about four specific parts of the need: statement, illustration, ramification, and pointing. First, a speaker needs to give a clear and concise statement of the problem. This part of a speech should be crystal clear for an audience. Second, the speaker needs to provide one or more examples to illustrate the need. The illustration is an attempt to make the problem concrete for the audience. Next, a speaker needs to provide some kind of evidence (e.g., statistics, examples, testimony) that shows the ramifications or consequences of the problem. Lastly, a speaker needs to point to the audience and show exactly how the problem relates to them personally.

Satisfaction

In the third step of Monroe’s motivated sequence, the satisfaction step , the speaker sets out to satisfy the need or solve the problem. Within this step, Monroe (1935) proposed a five-step plan for satisfying a need:

• Explanation
• Theoretical demonstration
• Reference to practical experience
• Meeting objections

First, you need to clearly state the attitude, value, belief, or action you want your audience to accept. The purpose of this statement is to clearly tell your audience what your ultimate goal is.

Second, you want to make sure that you clearly explain to your audience why they should accept the attitude, value, belief, or action you proposed. Just telling your audience they should do something isn’t strong enough to actually get them to change. Instead, you really need to provide a solid argument for why they should accept your proposed solution.

Third, you need to show how the solution you have proposed meets the need or problem. Monroe calls this link between your solution and the need a theoretical demonstration because you cannot prove that your solution will work. Instead, you theorize based on research and good judgment that your solution will meet the need or solve the problem.

Fourth, to help with this theoretical demonstration, you need to reference practical experience, which should include examples demonstrating that your proposal has worked elsewhere. Research, statistics, and expert testimony are all great ways of referencing practical experience.

Lastly, Monroe recommends that a speaker respond to possible objections. As a persuasive speaker, one of your jobs is to think through your speech and see what counterarguments could be made against your speech and then rebut those arguments within your speech. When you offer rebuttals for arguments against your speech, it shows your audience that you’ve done your homework and educated yourself about multiple sides of the issue.

Visualization

The next step of Monroe’s motivated sequence is the visualization step , in which you ask the audience to visualize a future where the need has been met or the problem solved. In essence, the visualization stage is where a speaker can show the audience why accepting a specific attitude, value, belief, or behavior can positively affect the future. When helping people to picture the future, the more concrete your visualization is, the easier it will be for your audience to see the possible future and be persuaded by it. You also need to make sure that you clearly show how accepting your solution will directly benefit your audience.

According to Monroe, visualization can be conducted in one of three ways: positive, negative, or contrast (Monroe, 1935). The positive method of visualization is where a speaker shows how adopting a proposal leads to a better future (e.g., recycle, and we’ll have a cleaner and safer planet). Conversely, the negative method of visualization is where a speaker shows how not adopting the proposal will lead to a worse future (e.g., don’t recycle, and our world will become polluted and uninhabitable). Monroe also acknowledged that visualization can include a combination of both positive and negative visualization. In essence, you show your audience both possible outcomes and have them decide which one they would rather have.

The final step in Monroe’s motivated sequence is the action step , in which a speaker asks an audience to approve the speaker’s proposal. For understanding purposes, we break action into two distinct parts: audience action and approval. Audience action refers to direct physical behaviors a speaker wants from an audience (e.g., flossing their teeth twice a day, signing a petition, wearing seat belts). Approval, on the other hand, involves an audience’s consent or agreement with a speaker’s proposed attitude, value, or belief.

When preparing an action step, it is important to make sure that the action, whether audience action or approval, is realistic for your audience. Asking your peers in a college classroom to donate one thousand dollars to charity isn’t realistic. Asking your peers to donate one dollar is considerably more realistic. In a persuasive speech based on Monroe’s motivated sequence, the action step will end with the speech’s concluding device. As discussed elsewhere in this text, you need to make sure that you conclude in a vivid way so that the speech ends on a high point and the audience has a sense of energy as well as a sense of closure.

Now that we’ve walked through Monroe’s motivated sequence, let’s look at how you could use Monroe’s motivated sequence to outline a persuasive speech:

Specific Purpose: To persuade my classroom peers that the United States should have stronger laws governing the use of for-profit medical experiments.

Main Points:

• Attention: Want to make nine thousand dollars for just three weeks of work lying around and not doing much? Then be a human guinea pig. Admittedly, you’ll have to have a tube down your throat most of those three weeks, but you’ll earn three thousand dollars a week.
• Need: Every day many uneducated and lower socioeconomic-status citizens are preyed on by medical and pharmaceutical companies for use in for-profit medical and drug experiments. Do you want one of your family members to fall prey to this evil scheme?
• Satisfaction: The United States should have stronger laws governing the use of for-profit medical experiments to ensure that uneducated and lower-socioeconomic-status citizens are protected.
• Visualization: If we enact tougher experiment oversight, we can ensure that medical and pharmaceutical research is conducted in a way that adheres to basic values of American decency. If we do not enact tougher experiment oversight, we could find ourselves in a world where the lines between research subject, guinea pig, and patient become increasingly blurred.
• Action: In order to prevent the atrocities associated with for-profit medical and pharmaceutical experiments, please sign this petition asking the US Department of Health and Human Services to pass stricter regulations on this preying industry that is out of control.

This example shows how you can take a basic speech topic and use Monroe’s motivated sequence to clearly and easily outline your speech efficiently and effectively.

Table 17.2 “Monroe’s Motivated Sequence Checklist” also contains a simple checklist to help you make sure you hit all the important components of Monroe’s motivated sequence.

Table 17.2 Monroe’s Motivated Sequence Checklist

Problem-Cause-Solution

Another format for organizing a persuasive speech is the problem-cause-solution format. In this specific format, you discuss what a problem is, what you believe is causing the problem, and then what the solution should be to correct the problem.

Specific Purpose: To persuade my classroom peers that our campus should adopt a zero-tolerance policy for hate speech.

• Demonstrate that there is distrust among different groups on campus that has led to unnecessary confrontations and violence.
• Show that the confrontations and violence are a result of hate speech that occurred prior to the events.
• Explain how instituting a campus-wide zero-tolerance policy against hate speech could stop the unnecessary confrontations and violence.

In this speech, you want to persuade people to support a new campus-wide policy calling for zero-tolerance of hate speech. Once you have shown the problem, you then explain to your audience that the cause of the unnecessary confrontations and violence is prior incidents of hate speech. Lastly, you argue that a campus-wide zero-tolerance policy could help prevent future unnecessary confrontations and violence. Again, this method of organizing a speech is as simple as its name: problem-cause-solution.

Comparative Advantages

The final method for organizing a persuasive speech is called the comparative advantages speech format. The goal of this speech is to compare items side-by-side and show why one of them is more advantageous than the other. For example, let’s say that you’re giving a speech on which e-book reader is better: Amazon.com’s Kindle or Barnes and Nobles’ Nook. Here’s how you could organize this speech:

Specific Purpose: To persuade my audience that the Nook is more advantageous than the Kindle.

• The Nook allows owners to trade and loan books to other owners or people who have downloaded the Nook software, while the Kindle does not.
• The Nook has a color-touch screen, while the Kindle’s screen is black and grey and noninteractive.
• The Nook’s memory can be expanded through microSD, while the Kindle’s memory cannot be upgraded.

As you can see from this speech’s organization, the simple goal of this speech is to show why one thing has more positives than something else. Obviously, when you are demonstrating comparative advantages, the items you are comparing need to be functional equivalents—or, as the saying goes, you cannot compare apples to oranges.

Key Takeaways

• There are three common patterns that persuaders can utilize to help organize their speeches effectively: Monroe’s motivated sequence, problem-cause-solution, and comparative advantage. Each of these patterns can effectively help a speaker think through his or her thoughts and organize them in a manner that will be more likely to persuade an audience.
• Alan H. Monroe’s (1935) motivated sequence is a commonly used speech format that is used by many people to effectively organize persuasive messages. The pattern consists of five basic stages: attention, need, satisfaction, visualization, and action. In the first stage, a speaker gets an audience’s attention. In the second stage, the speaker shows an audience that a need exists. In the third stage, the speaker shows how his or her persuasive proposal could satisfy the need. The fourth stage shows how the future could be if the persuasive proposal is or is not adopted. Lastly, the speaker urges the audience to take some kind of action to help enact the speaker’s persuasive proposal.
• The problem-cause-solution proposal is a three-pronged speech pattern. The speaker starts by explaining the problem the speaker sees. The speaker then explains what he or she sees as the underlying causes of the problem. Lastly, the speaker proposes a solution to the problem that corrects the underlying causes.
• The comparative advantages speech format is utilized when a speaker is comparing two or more things or ideas and shows why one of the things or ideas has more advantages than the other(s).
• Create a speech using Monroe’s motivated sequence to persuade people to recycle.
• Create a speech using the problem-cause-solution method for a problem you see on your college or university campus.
• Create a comparative advantages speech comparing two brands of toothpaste.

German, K. M., Gronbeck, B. E., Ehninger, D., & Monroe, A. H. (2010). Principles of public speaking (17th ed.). Boston, MA: Allyn & Bacon, p. 236.

Micciche, T., Pryor, B., & Butler, J. (2000). A test of Monroe’s motivated sequence for its effects on ratings of message organization and attitude change. Psychological Reports, 86 , 1135–1138.

Monroe, A. H. (1935). Principles and types of speech . Chicago, IL: Scott Foresman.

Stand up, Speak out Copyright © 2016 by University of Minnesota is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License , except where otherwise noted.

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14.5 Constructing a Persuasive Speech

In a sense, constructing your persuasive speech is the culmination of the skills you have learned already. In another sense, you are challenged to think somewhat differently. While the steps of analyzing your audience, formulating your purpose and central idea, applying evidence, considering ethics, framing the ideas using appropriate language, and then practicing delivery will of course apply, you will need to consider some expanded options about each of these steps.

Formulating a Proposition

As mentioned before, when thinking about a central idea statement in a persuasive speech, we use the terms “proposition” or claim. Persuasive speeches have one of four types of propositions or claims, which determine your overall approach. Before you move on, you need to determine what type of proposition you should have (based on the audience, context, issues involved in the topic, and assignment for the class).

Proposition of Fact

Speeches with this type of proposition attempt to establish the truth of a statement. The core of the proposition (or claim) is not whether something is morally right and wrong or what should be done about the topic, only that a statement is supported by evidence or not. These propositions are not facts such as “the chemical symbol for water is H20” or “Barack Obama won the presidency in 2008 with 53% of the vote.” Propositions or claims of fact are statements over which persons disagree and there is evidence on both sides, although probably more on one than the other. Some examples of propositions of fact are:

Converting to solar energy can save homeowners money.

John F. Kennedy was assassinated by Lee Harvey Oswald working alone.

Experiments using animals are essential to the development of many life-saving medical procedures.

Climate change has been caused by human activity.

Granting tuition tax credits to the parents of children who attend private schools will perpetuate educational inequality.

Watching violence on television causes violent behavior in children.

William Shakespeare did not write most of the plays attributed to him.

John Doe committed the crime of which he is accused.

Notice that in none of these are any values—good or bad—mentioned. Perpetuating segregation is not portrayed as good or bad, only as an effect of a policy. Of course, most people view educational inequality negatively, just as they view life-saving medical procedures positively. But the point of these propositions is to prove with evidence the truth of a statement, not its inherent value or what the audience should do about it. In fact, in some propositions of fact no action response would even be possible, such as the proposition listed above that Lee Harvey Oswald acted alone in the assassination of President Kennedy.

Propositions of Definition

This is probably not one that you will use in your class, but it bears mentioning here because it is used in legal and scholarly arguments. Propositions of definitions argue that a word, phrase, or concept has a particular meaning. There are various ways to define words, such as by negation, operationalizing, and classification and division. It may be important for you to define your terms, especially if you have a value proposition. Lawyers, legislators, and scholars often write briefs, present speeches, or compose articles to define terms that are vital to defendants, citizens, or disciplines. We saw a proposition of definition defended in the Supreme Court’s 2015 decision to redefine marriage laws as applying to same-sex couples, based on arguments presented in court. Other examples might be:

The Second Amendment to the Constitution does not include possession of automatic weapons for private use.

Alcoholism should be considered a disease because…

The action committed by Mary Smith did not meet the standard for first-degree murder.

Thomas Jefferson’s definition of inalienable rights did not include a right to privacy.

In each of these examples, the proposition is that the definition of these things (the Second Amendment, alcoholism, crime, and inalienable rights) needs to be changed or viewed differently, but the audience is not asked to change an attitude or action.

Propositions of Value

It is likely that you or some of your classmates will give speeches with propositions of value. When the proposition has a word such as “good,” “bad,” “best,” “worst,” “just,” “unjust,” “ethical,” “unethical,” “moral,” “immoral,” “beneficial,” “harmful,” “advantageous,” or “disadvantageous,” it is a proposition of value. Some examples include

Hybrid cars are the best form of automobile transportation available today.

Homeschooling is more beneficial for children than traditional schooling.

The War in Iraq was not justified.

Capital punishment is morally wrong.

Mascots that involve Native American names, characters, and symbols are demeaning.

A vegan diet is the healthiest one for adults.

Propositions of value require a first step: defining the “value” word. If a war is unjustified, what makes a war “just” or “justified” in the first place? That is a fairly philosophical question. What makes a form of transportation “best” or “better” than another? Isn’t that a matter of personal approach? For different people, “best” might mean “safest,” “least expensive,” “most environmentally responsible,” “stylish,” “powerful,” or “prestigious.” Obviously, in the case of the first proposition above, it means “environmentally responsible.” It would be the first job of the speaker, after introducing the speech and stating the proposition, to explain what “best form of automobile transportation” means. Then the proposition would be defended with separate arguments.

Propositions of Policy

These propositions are easy to identify because they almost always have the word “should” in them. These propositions call for a change in policy or practice (including those in a government, community, or school), or they can call for the audience to adopt a certain behavior. Speeches with propositions of policy can be those that call for passive acceptance and agreement from the audience and those that try to instigate the audience to action, to actually do something immediately or in the long-term.

Our state should require mandatory recertification of lawyers every ten years.

The federal government should act to ensure clean water standards for all citizens.

The federal government should not allow the use of technology to choose the sex of a fetus.

The state of Georgia should require drivers over the age of 75 to take a vision test and present a certificate of good health from a doctor before renewing their licenses.

Wyeth Daniels should be the next governor of the state.

Young people should monitor their blood pressure regularly to avoid health problems later in life.

As mentioned before, the proposition determines the approach to the speech, especially the organization. Also as mentioned earlier in this chapter, the exact phrasing of the proposition should be carefully done to be reasonable, positive, and appropriate for the context and audience. In the next section, we will examine organizational factors for speeches with propositions of fact, value, and policy.

Organization Based on Type of Proposition

Organization for a proposition of fact.

If your proposition is one of fact, you will do best to use a topical organization. Essentially that means that you will have two to four discrete, separate arguments in support of the proposition. For example:

Proposition: Converting to solar energy can save homeowners money

1. Solar energy can be economical to install.

A. The government awards grants.

B. The government gives tax credits.

2. Solar energy reduces power bills.

3. Solar energy requires less money for maintenance.

4. Solar energy works when the power grid goes down.

Here is a first draft of another outline for a proposition of fact:

Proposition: Experiments using animals are essential to the development of many life-saving medical procedures.

• Research of the past shows many successes from animal experimentation.
• Research on humans is limited for ethical and legal reasons.
• Computer models for research have limitations.

However, these outlines are just preliminary drafts because preparing a speech of fact requires a great deal of research and understanding of the issues. A speech with a proposition of fact will almost always need an argument or section related to the “reservations,” refuting the arguments that the audience may be preparing in their minds, their mental dialogue. So the second example needs revision, such as

1. The first argument in favor of animal experimentation is the record of successful discoveries from animal research.

2. A second reason to support animal experimentation is that research on humans is limited for ethical and legal reasons and computer models for research have limitations. 

3. Many people today have concerns about animal experimentation. 

A. Some believe that all experimentation is equal, that experimenting on animals is no different than experimenting on people. 

B. Others argue that the animals are mistreated.

C. While some animal experimentation is conducted for legitimate medical research, other animal experimentation is conducted to test cosmetics or shampoos.

D. Some believe the persuasion of certain advocacy groups like PETA.

4. However, some of these objections to animal experimentation are unfounded. 

A. There are protocols for the treatment of animals in experimentation.

i. Legitimate medical experimentation follows the protocols. 

B. Many of the groups that protest animal experimentation have extreme views. 

i. Some of these groups give untrue representations of animal experimentation

The completed outline would include quotations, statistics, and facts from reliable sources that support arguments for the proposition as well as refute any misconceptions.

Organization for a Proposition of Value

A persuasive speech that incorporates a proposition of value will have a slightly different structure. As mentioned earlier, a proposition of value must first define the “value” word for clarity and provide a basis for the other arguments of the speech. The second or middle section would present the defense or “pro” arguments for the proposition based on the definition. The third section would include refutation of the counter arguments or “reservations.” The following outline draft shows a student trying to structure a speech with a value proposition. Keep in mind it is abbreviated for illustrative purposes, and thus incomplete as an example of what you would submit to your instructor, who will expect more detailed outlines for your speeches.

Proposition: Hybrid cars are the best form of automotive transportation available today.

I. Automotive transportation that is best meets three standards. (Definition)

A. It is reliable and durable.

B. It is fuel efficient and thus cost efficient.

C. It is therefore environmentally responsible.

II. Studies show that hybrid cars are durable and reliable. (Pro-Argument 1)

A. Hybrid cars have 99 problems per 100 cars versus 133 problems per 100 conventional cars, according to TrueDelta, a car analysis website much like Consumer Reports.

B. J.D. Powers reports hybrids also experience 11 fewer engine and transmission issues than gas-powered vehicles, per 100 vehicles.

III. Hybrid cars are fuel-efficient. (Pro-Argument 2)

A. The Toyota Prius gets 48 mpg on the highway and 51 mpg in the city.

B. The Ford Fusion hybrid gets 47 mpg in the city and in the country.

• Hybrid cars are environmentally responsible. (Pro-Argument 3)

A. They only emit 51.6 gallons of carbon dioxide every 100 miles.

B. Conventional cars emit 74.9 gallons of carbon dioxide every 100 miles.

C. The hybrid produces 69% of the harmful gas exhaust that a conventional car does.

V. Of course, hybrid cars are relatively new to the market and some have questions about them. (Reservations)

A. Don’t the batteries wear out and aren’t they expensive to replace?

1. Evidence to address this misconception.

2. Evidence to address this misconception.

B. Aren’t hybrid cars only good for certain types of driving and drivers?

C. Aren’t electric cars better?

Organization for a Proposition of Policy

The most common type of outline organizations for speeches with propositions of policy is problem-solution or problem-cause-solution. Typically we do not feel any motivation to change unless we are convinced that some harm, problem, need, or deficiency exists, and even more, that it affects us personally. As the saying goes, “If it ain’t broke, why fix it?” As mentioned before, some policy speeches look for passive agreement or acceptance of the proposition. Some instructors call this type of policy speech a “think” speech since the persuasion is just about changing the way your audience thinks about a policy.

On the other hand, other policy speeches seek to move the audience to do something to change a situation or to get involved in a cause, and these are sometimes called a “do” speech since the audience is asked to do something. This second type of policy speech (the “do” speech) is sometimes called a “speech to actuate.” Although a simple problem-solution organization with only two main points is permissible for a speech of actuation, you will probably do well to utilize the more detailed format called Monroe’s Motivated Sequence.

This format, designed by Alan Monroe (1951), who wrote a popular speaking textbook for many years, is based on John Dewey’s reflective thinking process. It seeks to go in-depth with the many questions an audience would have in the process of listening to a persuasive speech. Monroe’s Motivated Sequence involves five steps, which should not be confused with the main points of the outline. Some steps in Monroe’s Motivated Sequence may take two points.

Monroe’s Motivated Sequence

• Attention . This is the introduction, where the speaker brings attention to the importance of the topic as well as his or her own credibility and connection to it. This step will include the thesis of the speaker’s argument. The Attention step consists of four elements in the following order: the Attention-Getter, Orientation, Establishment of Credibility, and the Preview Statement. The Attention-Getter is a statement that pulls the audience into the presentation and makes them want to listen. Orientation establishes the presentation’s topic and tone, which it does through elements that introduce the speaker, present any relevant background information, and establish the speech’s thesis. The speaker can Establish Credibility both verbally and through body language and wardrobe. Speakers can Establish Credibility verbally by sharing with the audience any credentials or experience with the topic they might have. All speakers, regardless of credentials, should Establish Credibility non-verbally by dressing professionally, making consistent eye contact with the audience, properly citing sources, and demonstrating confidence. The Preview Statement is the roadmap for the entire presentation: it briefly introduces the problem and its negative impacts while hinting at the speaker’s solution.  Do not, however, give away the solution in the Preview Statement. Usually, it’s best to let the curiosity build in the audience and introduce it for the first time in the Satisfaction step.
• Need . Here the problem is defined and established with evidence that will show the audience the severity of the problem as well as how it affects them, their families, and/or their communities. The harm or need can be physical, financial, psychological, legal, emotional, educational, social, or a combination. Specific elements of Need are the Problem Statement, Illustration of the Problem, Ramifications (side effects) of the Problem, Pointing, and Clear Criteria for an acceptable solution. The Problem Statement is a direct statement focusing on the specific problem or concern. The Problem Statement is supported by an Illustration, a real-life instance of the problem’s existence, and Ramifications, the side effects and harms of the problem. Ramifications might be supported with a variety of materials that underscore the gravity of the problem and its effects. Pointing is a direct statement drawing a clear connection between the audience and the problem. Pointing explicitly tells the audience why they should care about the problem. Speakers complete the Need step by establishing Clear Criteria that outline the vital features for a solution to be effective without giving away the solution yet.
• Satisfaction . Satisfaction presents the solution to the problem described in Need, as well as explains how the solution works by addressing the causes and symptoms of the problem. Satisfaction includes the Solution Statement, Explanation, Theoretical Demonstration, Practical Experience, and Meeting of Objections. The Solution Statement introduces the solution, while the Explanation details the solution and how it will fix the problem. The Theoretical Demonstration shows how the solution meets the Criteria from the Need step, while the speaker shows where the solution has proven successful with Practical Experience. Practical Experience may be in the form of a success story or specific instance where the solution made a difference. Finally, the speaker Meets Objectives by anticipating and refuting potential concerns about the solution.
• Visualization . Visualization motivates the audience to support the proposed solution by revealing future benefits of implementing it (positive) and/or the harms of failing to implement it (negative). This step requires that the speaker use vivid imagery and language to describe a hypothetical positive or negative future The conditions in this scenario, however, should be probable, and provide the audience with a personalized vision of how their lives will be affected by enacting (or failing to enact) the solution. Speakers can use either positive or negative scenarios, or both. However, where time is limited, speakers may opt to eliminate the “Visualization” step.
• Action .  The Action Step, the presentation’s conclusion, provides the audience with specific steps to take to implement the solution as soon as possible. The Action step consists of the Brake Light, Summary, Challenge/Appeal, and Note of Finality. The Brake Light indicates that the speaker’s presentation is nearing an end through the use of phrases such as “in conclusion” or “in summary.” The Brake Light should segue into the Summary Statement, where the speaker restates the Preview Statement in the past tense as well as emphasizes the solution. The Challenge/Appeal tells the audience what they should do individually to bring about the solution described in the speech, while the Note of Finality is a strong closing statement that leaves the audience reflecting on the presentation.

The more concrete you can make the Action Step, the better. Research shows that people are more likely to act if they know how accessible the action can be. For example, if you want students to be vaccinated against the chickenpox virus (which can cause a serious disease called shingles in adults), you can give them directions to and hours for a clinic or health center where vaccinations at a free or discounted price can be obtained.

For speeches of policy where no huge problem needs solving or where the audience already knows that the problem exists and requires solving, structure your arguments using the Comparative Advantages format, which focuses on how one possible solution is better than others. The organizational pattern for this kind of proposition might be topical:

I. This policy is better because… II. This policy is better because… III. This policy is better because…

If Comparative Advantage sounds a little like a commercial, that is because advertisements often use comparative advantages to show that one product is better than another. Here is an example:

Proposition: Owning the Barnes and Noble Nook is more advantageous than owning the Amazon Kindle.

I. The Nook allows owners to trade and loan books to other owners or people who have downloaded the Nook software, while the Kindle does not. II. The Nook has a color-touch screen, while the Kindle’s screen is black and grey and non-interactive. III. The Nook’s memory can be expanded through microSD, while the Kindle’s memory cannot be upgraded.

Building Upon Your Persuasive Speech’s Arguments

Once you have constructed the key arguments and order of points (remembering that if you use topical order, to put your strongest or most persuasive point last), it is time to be sure your points are well with evidence.

First, your evidence should be from sources that the audience will find credible. If you can find the same essential information from two sources but know that the audience will find the information more credible from one source than another, use and cite the information from the more credible one. For example, if you find the same statistical data on Wikipedia and the U.S. Department of Labor’s website, cite the U.S. Department of Labor (your instructor will probably not accept the Wikipedia site anyway). Audiences also accept information from sources they consider unbiased or indifferent. Gallup polls, for example, have been considered reliable sources of survey data because, unlike some organizations, Gallup does not have a cause (political or otherwise) it is supporting. Consult Chapter 6 for detailed information about finding credible sources of information.

Secondly, your evidence should be new to the audience. In other words, the best evidence is that which is from credible sources and the audience has not heard before (Reinard, 1988; McCroskey, 1969). If they have heard it before and discounted it, they will not consider your argument well supported. An example is telling people who smoke that smoking will cause lung cancer. Everyone in the U.S. has heard that thousands of times, but 14% of the population still smokes, which is about one in seven (Centers for Disease Control and Prevention, 2017). Many of those who smoke have not heard the information that really motivates them to quit yet, and of course quitting is very difficult. Additionally, new evidence is more attention-getting, and you will appear more credible if you tell the audience something new (as long as you cite it well) than if you use the “same old, same old” evidence they have heard before.

Third, in order to be effective and ethical, your supporting evidence should be relevant and not used out of context, and fourth, it should be timely and represent the most recent research on the topic.

After choosing the evidence and apportioning it to the correct parts of the speech, you will want to consider the use of metaphors, quotations, rhetorical devices, and narratives that will enhance the language and “listenability” of your speech. Narratives are especially good for introductions and conclusions, to get attention and to leave the audience with something dramatic. You might refer to the narrative in the introduction again in the conclusion to give the speech a sense of finality.

Next you will want to decide if you should use any type of presentation aid for the speech. The decision to use visuals such as PowerPoint slides or a video clip in a persuasive speech should take into consideration the effect of the visuals on the audience and the time allotted for the speech (as well as your instructor’s specifications). The charts, graphs, or photographs you use should be focused and credibly done.

One of your authors remembers a speech by a student about using seat belts (which is, by the way, an overdone topic). What made the speech effective, in this case, were photographs of two totaled cars, both of which the student had been driving when they crashed. The devastation of the wrecks and his ability to stand before us and give the speech because he had worn his seat belt was effective (although it didn’t say much for his driving ability). If you wanted an audience to donate to disaster relief after an earthquake in a foreign country, a few photographs of the destruction would be effective, and perhaps a map of the area would be helpful. But in this case, less is more. Too many visual aids will likely distract from your overall speech claim.

Finally, since you’ve already had experience in class giving at least one major speech prior to this one, your delivery for the persuasive speech should be especially strong. Because delivery affects credibility (Burgoon, Birk, & Pfau, 1990), you want to be able to connect visually as you make your appeals. You want to be physically involved and have vocal variety when you tell dramatic narratives that emphasize the human angle on your topic. If you do use presentation slides, you want them to work seamlessly, using black screens when the visuals are not necessary.

Your persuasive speech in class, as well as in real life, is an opportunity to share a passion or cause that you believe will matter to society and help the audience live a better life. Even if you are initially uncomfortable with the idea of persuasion, we use it all the time in different ways. Choose your topic based on your own commitment and experience, look for quality evidence, craft your proposition so that it will be clear and audience appropriate, and put the finishing touches on it with an eye toward enhancing your logos, ethos, and pathos.

organizational pattern used for persuasive speeches involving five steps: attention, need, satisfaction, visualization, and action

It’s About Them: Public Speaking in the 21st Century Copyright © 2022 by LOUIS: The Louisiana Library Network is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License , except where otherwise noted.

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Module: Academic Argument

Formula for refutation and rebuttal, learning objective.

• Recognize strategies for rebuttal and refutation of counterargument

Though writers may handle rebuttal and refutation in different ways, there is a formula for success in academic argument. Here are the key parts of that formula:

Accurately represent opposing viewpoints

If you don’t accurately and thoroughly represent opposing viewpoints in your own writing, some of your potential audience will automatically be turned off. Good rebuttal and refutation begins with a solid understanding of all possible points of view on your topic. That may mean you even need to acknowledge and accommodate opposing points of view. Acknowledging other views shows you are aware of ideas that run counter to your claims. You will almost always be expected to at least acknowledge such views in your work. You may also, though, need to accommodate opposing views, especially if many people see them as reasonable. If, for example, you were writing a piece arguing that students should take a gap year between high school and college, it would benefit your work to acknowledge that a gap year isn’t realistic for or even desired by all students. You may further accommodate this other view by explaining how some students may thrive in the structure that school provides and would gain by going directly from high school to college. Remember that even if you cannot prove positions that counter your own are wrong, you can still use rebuttal and refutation to show why they might be problematic, flawed, or just not as good as another possible position for some people.

Use a respectful, non-incendiary tone

It doesn’t help the writer’s cause to offend, upset, or alienate potential readers, even those who hold differing views. Treating all potential readers with respect and avoiding words or phrases that belittle people and/or their views will help you get your points across more effectively. For example, if you are writing a paper on why America would benefit from a third viable major political party, it will not help your cause to write that “Republicans are dumb, and Democrats are whiny.” First, those claims are too general. But even if they weren’t, they won’t help your cause. If you choose to break down the perceived problems with members of political parties, you must do so in a way that is as respectful as possible. Calling someone a name or insulting them (directly or indirectly) is very rarely a successful strategy in argument.

Use reliable information in your rebuttal/refutation

Always be sure to carefully check the ideas or claims you make in rebutting a counterargument. The brain is not an infallible computer, and there are instances when we think we know information is accurate but it isn’t. Sometimes we know a lot about a particular subject but we get information confused or time has changed things a bit. Additionally, we may be tempted to use a source that backs up our ideas perfectly, but it might not be the most reputable, credible, or up-to-date place for information. Don’t assume you just have all of the information to shoot down counterarguments. Use your knowledge, but also do thorough research, double- and triple-check information, and look for sources that are likely to carry weight with readers. For example, it is widely assumed that bulls are attracted to the color red; however, in reality, bulls are colorblind, so what many people assume as fact is incorrect. Be thorough so you have confidence in your claims when you are rebutting/refuting and likewise when you are attempting to prevent yourself from being open to rebuttal/refutation.

Use qualifying words when applicable to help you be more accurate and to avoid locking you into an absolute claim

Qualifying words are terms such as “many,” “most,” “some,” “might,” “rarely,” “doubtful,” “often,” etc. You get the point. These are words that don’t lock you into a claim that could be easily refuted and that can help you more easily rebut counterarguments. For example, if someone says “Nobody dies of tuberculosis anymore” we might get the point that it isn’t as common as it used to be. Still, it isn’t an accurate statement, and a more precise way to phrase such a claim would be to qualify it: “Not many people die each year in America from tuberculosis.” You might not always need to use qualifying terms. If you are making a point that is absolute, feel free to make it strongly; however, if there is a need to give your claim more flexibility, use qualifying words to help you.

• Rebuttal and Refutation. Provided by : University of Mississippi. Project : PLATO Project. License : CC BY-SA: Attribution-ShareAlike

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2.9: Refutation

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• Page ID 7270

• Stephen V. Poulter
• Newman University

The purpose for this section is to address (and overcome) any objections or arguments anyone might have with your claim. An objection is anything stating something contrary to your claim. For our purposes, we will stick with a simple formula: state an objection to your claim in as few words as possible, and then explain in detail why your claim is better . Do this for all the objections you can find. As a rule, there should be at least three major objections to your claim, but not more than about five. If you can think of more than five objections, and if you have difficulty explaining many of them, then you should re-think your claim. If you cannot seem to overcome a particular objection, you may have to change the wording of your claim to avoid or otherwise accommodate that objection, or start over completely. Remember, it is never too late to change your mind. If you change your claim, be sure you change it, and anything else that is taken directly from it, all the way through your writing, starting with the Introduction. To find arguments and objections to your claim, ask your classmates (or anyone familiar with your issue), “Why would anyone object to [ insert your claim here ]?”

1. Draft Checklist:

___List objections to the proposal/claim statement (3 to 5 objections)

___For each objection, respond with reasons why it is not valid

2. Prompts from Draft Checklist:

What are some major objections to my claim?

• However , how do I respond (as completely as possible) to each objection? Why is it that my opponent’s claim will not work ? Why is it wrong ?

Template/Draft

Refutation means, “Overcoming objections to my claim statement.” The formula is to boil down an objection to your claim to one statement only, then to use as many sentences/statements as you can to explain why the objection is wrong.

Template/Draft from Prompts:

Some teachers say that this changes the definition of "elements of composition" to something more like "modes," and teaching modes is out of style. Other teachers say that this focus on elements ignores written conventions and “standards.” Others say that a method like this one is too “prescriptive.”

Some teachers say that this changes the definition of "elements of composition" to something more like "modes," and teaching modes is out of style. However , adding modes to the notion of composition elements reflects a long rhetorical tradition, one much longer than the current emphasis on objective analysis. A little over a hundred years ago, the emphasis in academic writing changed to reflect a strong scientific approach towards knowledge. Student writers went from modeling themselves after classical rhetoricians and various literary genres, as well as "investigating" the world, to primarily investigation as a means of literary interpretation. Writing as a writer became, in the academic world, writing as an observer. It gradually became necessary to write about writing, rather than simply writing. This objective form of writing, in order to stay ostensibly objective, could not consist of the very things it was observing and analyzing. Therefore, instead of objective analysis being made up of "modes" like narrative, analogy, definition, comparison, description, argumentation, and so on, it had to have a structure all its own. Therefore, it shifted from a writing in the "modes" to writing simply in certain kinds of "sentences" and "paragraphs." The argument here is to show that, even though it is a useful form of writing, objective analysis is not "composition." It is, in a sense, "precomposed" for your writing convenience. This position advocates for admitting that writers can be "analytical" and "objective" while learning to utilize modes, or mode-like structures, in an essay. They can also be "narrative," "argumentative," "descriptive," and so on, in an analysis. So the shift from looking at elements of composition as "sentence/paragraph" elements to "mode" elements is more a re-infusion of those elements of composition that have existed for over two thousand years into a system that favors objective analysis, at the expense of other modes, almost exclusively.

Other teachers say that this focus on elements ignores written conventions and “standards.” However , they do not take into consideration …

[Note: continue with this pattern for each objection.]

How to answer the prompts

Imagine why anyone would object to your claim, and write down his or her arguments. Remember any objections you have read or heard (or have gotten from classmates and others), and write them down in summary form. Make a one-sentence summary of each objection.

(Here is my claim: Teachers should teach essays by putting more emphasis on elements of composition and how to arrange those elements in an essay.)

Here are some possible objections to this claim:

• "You are changing the definition of "elements of composition" to something more like "modes,” and we all know that teaching modes is out of style."
• "This is a mechanical and formulaic way to teach writing; it is not "natural"."
• "Teaching students how to write this way is more like "creative writing"."
• "Writers should learn the "basics" of grammar and usage before they learn to write in certain styles."

There may be other objections, but these are the ones I have heard, or expect to hear, most often. Make a list of the major objections to your claim . Put them into sentences and a single paragraph.

Prompts 2, 3, and 4

However, how do I respond ( as copiously and completely as possible ) to each objection? Why is it that my opponent’s claim will not work ? Why is it wrong ?

Now take each objection sentence in your list, one at a time, and respond to it. Please note that the response should be much longer than the objection . Be sure that your response to each objection is quite a bit longer than the objection itself. Remember, this is your chance to explain why you are doing or saying what you are doing or saying, in spite of some objections. Give as many reasons as you can for why you think each objection will not work or is wrong in some way. If you need extra prompting to answer this question, ask the other two questions: “Why won’t my opponent’s claim work? Why is it wrong?”

(Objection number 1 from above):

Some people say that this changes the definition of "elements of composition" to something more like "modes," and teaching modes is out of style.

Now I respond to this accusation in at least one paragraph (the more I can respond with the better).

Begin your rebuttal with the word “however,” which signals to the reader that you are changing course from the first sentence.

Example \(\PageIndex{1}\):

However , adding modes to the notion of composition elements reflects a long rhetorical tradition, one much longer than the current emphasis on objective analysis. A little over a hundred years ago, the emphasis in academic writing changed to reflect a strong scientific approach towards knowledge. Student writers went from modeling themselves after classical rhetoricians and various literary genres, as well as "investigating" the world, to primarily investigation as a means of literary interpretation. Writing as a writer became, in the academic world, writing as an observer. It gradually became necessary to write about writing, rather than simply writing. This objective form of writing, in order to stay ostensibly objective, could not consist of the very things it was observing and analyzing. Therefore, instead of objective analysis being made up of "modes" like narrative, analogy, definition, comparison, description, argumentation, and so on, it had to have a structure all its own. Therefore, it shifted from a writing in the "modes" to writing simply in certain kinds of "sentences" and "paragraphs." The argument here is to show that, even though it is a useful form of writing, objective analysis is not "composition." It is, in a sense, "pre-composed" for your writing convenience. This position advocates for admitting that writers can be "analytical" and "objective" while learning to utilize modes, or mode-like structures, in an essay. They can also be "narrative," "argumentative," "descriptive," and so on, in an analysis. So the shift from looking at elements of composition as "sentence/paragraph" elements to "mode" elements is more a re-infusion of those elements of composition that have existed for over two thousand years into a system that favors objective analysis, at the expense of other modes, almost exclusively.

Now, using “ however ,”, combine the first objection with the first response:

Example \(\PageIndex{2}\):

Some people say that this changes the definition of "elements of composition" to something more like "modes," and teaching modes is out of style. However, adding modes to the notion of composition elements reflects a long rhetorical tradition...

Then finish combining the response and the objection. Note that the objection to my claim is only one sentence, but my response is at least one very long paragraph.

Then go to objection number two and follow the same process. Then follow the same process for each objection until you have answered each one . Finally, arrange them by objection, then response, and one at time, until you have a completed assignment.

17.3 Organizing Persuasive Speeches

Learning objectives.

• Understand three common organizational patterns for persuasive speeches.
• Explain the steps utilized in Monroe’s motivated sequence.
• Explain the parts of a problem-cause-solution speech.
• Explain the process utilized in a comparative advantage persuasive speech.

Previously in this text we discussed general guidelines for organizing speeches. In this section, we are going to look at three organizational patterns ideally suited for persuasive speeches: Monroe’s motivated sequence, problem-cause-solution, and comparative advantages.

Monroe’s Motivated Sequence

One of the most commonly cited and discussed organizational patterns for persuasive speeches is Alan H. Monroe’s motivated sequence. The purpose of Monroe’s motivated sequence is to help speakers “sequence supporting materials and motivational appeals to form a useful organizational pattern for speeches as a whole.” German, K. M., Gronbeck, B. E., Ehninger, D., & Monroe, A. H. (2010). Principles of public speaking (17th ed.). Boston, MA: Allyn & Bacon, p. 236.

While Monroe’s motivated sequence is commonly discussed in most public speaking textbooks, we do want to provide one minor caution. Thus far, almost no research has been conducted that has demonstrated that Monroe’s motivated sequence is any more persuasive than other structural patterns. In the only study conducted experimentally examining Monroe’s motivated sequence, the researchers did not find the method more persuasive, but did note that audience members found the pattern more organized than other methods. Micciche, T., Pryor, B., & Butler, J. (2000). A test of Monroe’s motivated sequence for its effects on ratings of message organization and attitude change. Psychological Reports, 86 , 1135–1138. We wanted to add this sidenote because we don’t want you to think that Monroe’s motivated sequence is a kind of magic persuasive bullet; the research simply doesn’t support this notion. At the same time, research does support that organized messages are perceived as more persuasive as a whole, so using Monroe’s motivated sequence to think through one’s persuasive argument could still be very beneficial.

Table 17.1 "Monroe’s Motivated Sequence" lists the basic steps of Monroe’s motivated sequence and the subsequent reaction a speaker desires from his or her audience.

Table 17.1 Monroe’s Motivated Sequence

The first step in Monroe’s motivated sequence is the attention step First step in Monroe’s motivated sequence where a speaker attempts to get his or her audience’s attention. , in which a speaker attempts to get the audience’s attention. To gain an audience’s attention, we recommend that you think through three specific parts of the attention step. First, you need to have a strong attention-getting device. As previously discussed in Chapter 9 "Introductions Matter: How to Begin a Speech Effectively" , a strong attention getter at the beginning of your speech is very important. Second, you need to make sure you introduce your topic clearly. If your audience doesn’t know what your topic is quickly, they are more likely to stop listening. Lastly, you need to explain to your audience why they should care about your topic.

In the need step Second step in Monroe’s motivated sequence where a speaker establishes that there is a specific need or problem. of Monroe’s motivated sequence, the speaker establishes that there is a specific need or problem. In Monroe’s conceptualization of need, he talks about four specific parts of the need: statement, illustration, ramification, and pointing. First, a speaker needs to give a clear and concise statement of the problem. This part of a speech should be crystal clear for an audience. Second, the speaker needs to provide one or more examples to illustrate the need. The illustration is an attempt to make the problem concrete for the audience. Next, a speaker needs to provide some kind of evidence (e.g., statistics, examples, testimony) that shows the ramifications or consequences of the problem. Lastly, a speaker needs to point to the audience and show exactly how the problem relates to them personally.

Satisfaction

In the third step of Monroe’s motivated sequence, the satisfaction step Third step in Monroe’s motivated sequence where a speaker sets out to satisfy the need or solve the problem. , the speaker sets out to satisfy the need or solve the problem. Within this step, Monroe (1935) proposed a five-step plan for satisfying a need:

• Explanation
• Theoretical demonstration
• Reference to practical experience
• Meeting objections

First, you need to clearly state the attitude, value, belief, or action you want your audience to accept. The purpose of this statement is to clearly tell your audience what your ultimate goal is.

Second, you want to make sure that you clearly explain to your audience why they should accept the attitude, value, belief, or action you proposed. Just telling your audience they should do something isn’t strong enough to actually get them to change. Instead, you really need to provide a solid argument for why they should accept your proposed solution.

Third, you need to show how the solution you have proposed meets the need or problem. Monroe calls this link between your solution and the need a theoretical demonstration because you cannot prove that your solution will work. Instead, you theorize based on research and good judgment that your solution will meet the need or solve the problem.

Fourth, to help with this theoretical demonstration, you need to reference practical experience, which should include examples demonstrating that your proposal has worked elsewhere. Research, statistics, and expert testimony are all great ways of referencing practical experience.

Lastly, Monroe recommends that a speaker respond to possible objections. As a persuasive speaker, one of your jobs is to think through your speech and see what counterarguments could be made against your speech and then rebut those arguments within your speech. When you offer rebuttals for arguments against your speech, it shows your audience that you’ve done your homework and educated yourself about multiple sides of the issue.

Visualization

The next step of Monroe’s motivated sequence is the visualization step Fourth step in Monroe’s motivated sequence where a speaker asks his or her audience to visualize a future where the need has been met or the problem solved. , in which you ask the audience to visualize a future where the need has been met or the problem solved. In essence, the visualization stage is where a speaker can show the audience why accepting a specific attitude, value, belief, or behavior can positively affect the future. When helping people to picture the future, the more concrete your visualization is, the easier it will be for your audience to see the possible future and be persuaded by it. You also need to make sure that you clearly show how accepting your solution will directly benefit your audience.

According to Monroe, visualization can be conducted in one of three ways: positive, negative, or contrast. Monroe, A. H. (1935). Principles and types of speech . Chicago, IL: Scott Foresman. The positive method of visualization is where a speaker shows how adopting a proposal leads to a better future (e.g., recycle, and we’ll have a cleaner and safer planet). Conversely, the negative method of visualization is where a speaker shows how not adopting the proposal will lead to a worse future (e.g., don’t recycle, and our world will become polluted and uninhabitable). Monroe also acknowledged that visualization can include a combination of both positive and negative visualization. In essence, you show your audience both possible outcomes and have them decide which one they would rather have.

The final step in Monroe’s motivated sequence is the action step Fifth step in Monroe’s motivated sequence where a speaker asks for an audience to approve the speaker’s proposal. , in which a speaker asks an audience to approve the speaker’s proposal. For understanding purposes, we break action into two distinct parts: audience action and approval. Audience action refers to direct physical behaviors a speaker wants from an audience (e.g., flossing their teeth twice a day, signing a petition, wearing seat belts). Approval, on the other hand, involves an audience’s consent or agreement with a speaker’s proposed attitude, value, or belief.

When preparing an action step, it is important to make sure that the action, whether audience action or approval, is realistic for your audience. Asking your peers in a college classroom to donate one thousand dollars to charity isn’t realistic. Asking your peers to donate one dollar is considerably more realistic. In a persuasive speech based on Monroe’s motivated sequence, the action step will end with the speech’s concluding device. As discussed elsewhere in this text, you need to make sure that you conclude in a vivid way so that the speech ends on a high point and the audience has a sense of energy as well as a sense of closure.

Now that we’ve walked through Monroe’s motivated sequence, let’s look at how you could use Monroe’s motivated sequence to outline a persuasive speech:

Specific Purpose: To persuade my classroom peers that the United States should have stronger laws governing the use of for-profit medical experiments.

Main Points:

• Attention: Want to make nine thousand dollars for just three weeks of work lying around and not doing much? Then be a human guinea pig. Admittedly, you’ll have to have a tube down your throat most of those three weeks, but you’ll earn three thousand dollars a week.
• Need: Every day many uneducated and lower socioeconomic-status citizens are preyed on by medical and pharmaceutical companies for use in for-profit medical and drug experiments. Do you want one of your family members to fall prey to this evil scheme?
• Satisfaction: The United States should have stronger laws governing the use of for-profit medical experiments to ensure that uneducated and lower-socioeconomic-status citizens are protected.
• Visualization: If we enact tougher experiment oversight, we can ensure that medical and pharmaceutical research is conducted in a way that adheres to basic values of American decency. If we do not enact tougher experiment oversight, we could find ourselves in a world where the lines between research subject, guinea pig, and patient become increasingly blurred.
• Action: In order to prevent the atrocities associated with for-profit medical and pharmaceutical experiments, please sign this petition asking the US Department of Health and Human Services to pass stricter regulations on this preying industry that is out of control.

This example shows how you can take a basic speech topic and use Monroe’s motivated sequence to clearly and easily outline your speech efficiently and effectively.

Table 17.2 "Monroe’s Motivated Sequence Checklist" also contains a simple checklist to help you make sure you hit all the important components of Monroe’s motivated sequence.

Table 17.2 Monroe’s Motivated Sequence Checklist

Problem-Cause-Solution

Another format for organizing a persuasive speech is the problem-cause-solution format. In this specific format, you discuss what a problem is, what you believe is causing the problem, and then what the solution should be to correct the problem.

Specific Purpose: To persuade my classroom peers that our campus should adopt a zero-tolerance policy for hate speech.

• Demonstrate that there is distrust among different groups on campus that has led to unnecessary confrontations and violence.
• Show that the confrontations and violence are a result of hate speech that occurred prior to the events.
• Explain how instituting a campus-wide zero-tolerance policy against hate speech could stop the unnecessary confrontations and violence.

In this speech, you want to persuade people to support a new campus-wide policy calling for zero-tolerance of hate speech. Once you have shown the problem, you then explain to your audience that the cause of the unnecessary confrontations and violence is prior incidents of hate speech. Lastly, you argue that a campus-wide zero-tolerance policy could help prevent future unnecessary confrontations and violence. Again, this method of organizing a speech is as simple as its name: problem-cause-solution.

Comparative Advantages

The final method for organizing a persuasive speech is called the comparative advantages speech format. The goal of this speech is to compare items side-by-side and show why one of them is more advantageous than the other. For example, let’s say that you’re giving a speech on which e-book reader is better: Amazon.com’s Kindle or Barnes and Nobles’ Nook. Here’s how you could organize this speech:

Specific Purpose: To persuade my audience that the Nook is more advantageous than the Kindle.

• The Nook allows owners to trade and loan books to other owners or people who have downloaded the Nook software, while the Kindle does not.
• The Nook has a color-touch screen, while the Kindle’s screen is black and grey and noninteractive.
• The Nook’s memory can be expanded through microSD, while the Kindle’s memory cannot be upgraded.

As you can see from this speech’s organization, the simple goal of this speech is to show why one thing has more positives than something else. Obviously, when you are demonstrating comparative advantages, the items you are comparing need to be functional equivalents—or, as the saying goes, you cannot compare apples to oranges.

Key Takeaways

• There are three common patterns that persuaders can utilize to help organize their speeches effectively: Monroe’s motivated sequence, problem-cause-solution, and comparative advantage. Each of these patterns can effectively help a speaker think through his or her thoughts and organize them in a manner that will be more likely to persuade an audience.
• Alan H. Monroe’s (1935) motivated sequence is a commonly used speech format that is used by many people to effectively organize persuasive messages. The pattern consists of five basic stages: attention, need, satisfaction, visualization, and action. In the first stage, a speaker gets an audience’s attention. In the second stage, the speaker shows an audience that a need exists. In the third stage, the speaker shows how his or her persuasive proposal could satisfy the need. The fourth stage shows how the future could be if the persuasive proposal is or is not adopted. Lastly, the speaker urges the audience to take some kind of action to help enact the speaker’s persuasive proposal.
• The problem-cause-solution proposal is a three-pronged speech pattern. The speaker starts by explaining the problem the speaker sees. The speaker then explains what he or she sees as the underlying causes of the problem. Lastly, the speaker proposes a solution to the problem that corrects the underlying causes.
• The comparative advantages speech format is utilized when a speaker is comparing two or more things or ideas and shows why one of the things or ideas has more advantages than the other(s).
• Create a speech using Monroe’s motivated sequence to persuade people to recycle.
• Create a speech using the problem-cause-solution method for a problem you see on your college or university campus.
• Create a comparative advantages speech comparing two brands of toothpaste.

17.3 Why is Persuasion Hard?

In the 1960s psychiatrists Thomas Holmes and Richard Rahe wanted to investigate the effect of stress on life and health. As explained on the Mindtools website:

They surveyed more than 5,000 medical patients and asked them to say whether they had experience any of a series of 43 life events in the previous two years. Each event, called a Life Change Unit (LCU), had a different “weight” for stress. The more events the patient added up, the higher the score. The higher the score, and the larger the weight of each event, the more likely the patient was to become ill. (The Holmes and Rahe Stress Scale, 2015)

You can find the Holmes-Rahe stress scale on many websites. What you will find is that the stressful events almost all have to do with change in some life situations—death of a close family member (which might rate 100 LCUs), loss of a job, even some good changes like the Christmas holidays(12 LCUs). Change is stressful. We do not generally embrace things that bring us stress.

Additionally, psychologists have pointed to how we go out of our way to protect our beliefs, attitudes, and values. First, we selectively expose ourselves to messages that we already agree with, rather than those that confront or challenge us. This selective exposure is especially seen in choices of mass media that individuals listen to and read, whether TV, radio, or Internet sites. Not only do we selectively expose ourselves to information, we selectively attend to, perceive, and recall information that supports our existing viewpoints (referred to as selective attention, selective perception, and selective recall).

This principle led Leon Festinger (1957) to form the theory of cognitive dissonance , which states, among other ideas, that when we are confronted with conflicting information or viewpoints, we reach a state of dissonance. This state can be very uncomfortable, and we will do things to get rid of the dissonance and maintain “consonance.” Ideally, at least for a public speaker, the dissonance is relieved or resolved by being persuaded (changed) to a new belief, attitude, or behavior. However, the easiest way to avoid dissonance is to not expose oneself to conflicting messages in the first place.

Additionally, as mentioned before, during a persuasive speech the audience members are holding a mental dialogue with the speaker or at least the speaker’s content. They are putting up rebuttals or counter-arguments. These have been called reservations (as in the audience member would like to believe the speaker but has reservations about doing so). They could be called the “yeah-buts”—the audience members are saying in their minds, “Yeah, I see what you are arguing, but—”. Reservations can be very strong, since, again, the bias is to be loss averse and not to change our actions or beliefs.

In a sense, the reasons not to change can be stronger than even very logical reasons to change. For example, you probably know a friend who will not wear a seatbelt in a car. You can say to your friend, “Don’t you know that the National Highway Traffic Safety Administration (2009) says, and I quote, ‘1,652 lives could be saved and 22,372 serious injuries avoided each year on America’s roadways if seat belt use rates rose to 90 percent in every state’?” What will your friend probably say, even though you have cited a credible source?

They will come up with some reason for not wearing it, even something as dramatic as “I knew a guy who had a cousin who was in an accident and the cop said he died because he was wearing his seatbelt.” You may have had this conversation, or one like it. Their arguments may be less dramatic, such as “I don’t like how it feels” or “I don’t like the government telling me what to do in my car.” For your friend, the argument for wearing a seat belt is not as strong as the argument against it, at least at this moment. If they are open-minded and can listen to evidence, they might experience cognitive dissonance and then be persuaded.

Solutions to the Difficulty of Persuasion

With these reasons for the resistance audience members would have to persuasion, what is a speaker to do? Here are some strategies.

Since change is resisted, we do not make many large or major changes in our lives. We do, however, make smaller, concrete, step-by-step or incremental changes in our lives every day. Going back to our scale in Figure 13.1, trying to move an audience from -3 to +2 or +3 is too big a move. Having reasonable persuasive goals is the first way to meet resistance. Even moving someone from -3 to -2 is progress, and over time these small shifts can eventually result in a significant amount of persuasion.

Secondly, a speaker must “deal with the reservations.” First, the speaker must acknowledge they exist, which shows audience awareness, but then the speaker must attempt to rebut or refute them. In reality, since persuasion involves a mental dialogue, your audience is more than likely thinking of counter-arguments in their minds. Therefore, including a refutation section in your speech, usually after your presentation of arguments in favor of your proposition, is a required and important strategy.

However, there are some techniques for rebuttal or refutation that work better than others. You would not want to say, “One argument against my proposition is . . . , and that is wrong” or “If you are one of the people who believe this about my proposition, you are wrong.” On the other hand, you could say that the reservations are “misconceptions,” “myths,” or “mistaken ideas” that are commonly held about the proposition.

Generally, strong persuasive speeches offer the audience what are called two-tailed arguments , which bring up a valid issue against your argument which you, as the speaker, must then refute. After acknowledging them and seeking to refute or rebut the reservations, you must also provide evidence for your refutation. Ultimately, this will show your audience that you are aware of both sides of the issue you are presenting and make you a more credible speaker. However, you cannot just say something like this:

One common misconception about wearing seatbelts is that if the car goes off a bridge and is sinking in water, you would not be able to release the belt and get out. First, that rarely happens. Second, if it did, getting the seat belt unbuckled would be the least of your worries. You would have to know how to get out of the car, not just the seat belt. Third, the seat belt would have protected you from any head injuries in such a crash, therefore keeping you conscious and able to help anyone else in the car.

This is a good start, but there are some assertions in here that would need support from a reliable source, such as the argument that the “submerging in water” scenario is rare. If it has happened to someone you know, you probably would not think it is rare.

The third strategy is to keep in mind that since you are asking the audience to change something, they must view the benefits of the change as worth the stress of the change. If you do good audience analysis, you know they are asking, “What’s in it for me?” What benefit or advantage or improvement would happen for the audience members?

If the audience is being persuaded to sign an organ donor card, which is an altruistic action that cannot benefit them in any way because they will be dead, what would be the benefit? Knowing others would have better lives, feeling a sense of contribution to the good of humanity, and helping medical science might be examples. The point is that a speaker should be able to engage the audience at the level of needs, wants, and values as well as logic and evidence.

the decision to expose ourselves to messages that we already agree with, rather than those that confront or challenge us

a psychological phenomenon where people confronted with conflicting information or viewpoints reach a state of dissonance (generally the disagreement between conflicting thoughts and/or actions), which can be very uncomfortable, and results in actions to get rid of the dissonance and maintain consonance

persuasive technique in which a speaker brings up a counter-argument to their own topic and then directly refutes the claim

Introduction to Speech Communication Copyright © 2021 by Individual authors retain copyright of their work. is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License , except where otherwise noted.

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15 Persuasive Speeches

Speeches that Make a Change

In this chapter . . .

For many public speeches, the specific purpose is to convince the audience of a particular opinion or claim or to convince them to take some action in response to the speech. When your intention is to affect change in your audience (not just the acquisition of knowledge) then you are delivering a persuasive speech. In this chapter you will learn about the elements of persuasion, why persuasion is difficult, and how to overcome people’s resistance to change by using effective and ethical methods.

Although a persuasive speech involves information—even as much as an informative speech—the key difference is that a persuasive speech is designed for “creating, reinforcing, or changing people’s beliefs or actions” (Lucas, 2015. p. 306). A persuasive speech makes something happen. In other words, it performs a job.

Traditional Views of Persuasion

In the fourth century BCE, the classic philosopher Aristotle took up the study of the public practices of the ruling class in Athenian society. For two years he observed the  rhetoric  (the art of persuasion) of the men who spoke in the assembly and the courts. In the end, he developed a theory about persuasiveness that has come down to us in history as a treatise called Rhetoric. Among his many ideas was the identification of three elements essential to persuasion: ethos, logos, and pathos. In short, they mean credibility, reasonability, and emotion.

Ethos has come to mean speaker character and credentials. It is the element that establishes the audience’s trust in you as a speaker. A speaker’s credibility is based on who the speaker is and what they know: experience, education, expertise, and background. If you’re delivering a persuasive speech about adopting a pet from a shelter and you have raised several shelter dogs, then you have credibility through experience and should share that fact about yourself with the audience to enhance their trust in your persuasive argument. Another way to establish your credibility is through research sources. You may not be an expert in climate change, but if you were giving a persuasive speech about it, you can cite reliable authoritative sources.

The word ethos looks very much like the word “ethics,” and there are many close parallels to the trust an audience has in a speaker and their honesty and ethical stance. In terms of ethics, it goes without saying that your speech will be truthful.

In addition to expertise and truthfulness is your personal involvement in the topic. Ideally you have chosen the topic because it means something to you personally. Audiences will have more trust in you if they feel you have something as stake or something personal in the subject. For example, perhaps your speech is designed to motivate audience members to take action against bullying in schools, and it’s important to you because you work with the Boys and Girls Club organization and have seen how anti-bullying programs can have positive results. Sharing your own involvement and commitment is key to establishing your credibility on this topic.

Logos is the second key element in Aristotle’s theory of rhetoric. Related to our word “logic,” the Greek term logos in persuasion means presenting ideas that appeal to logic or reason. Logos in a speech pertain to arguments that the audience would find acceptable. Imagine a speech, for example, which has the goal of persuading an audience to adopt healthier eating habits. Would the speech be effective if the arguments focused on how expensive organic foods are? Of course not.

Logic and reason are persuasive not only as matters of content.  Logos  pertains to organization, as well. An effective persuasive speech presents arguments in an organized fashion.

In words like “empathy,” “sympathy,” and “compassion” we see the root word behind the Greek word pathos. Pathos, for Aristotle, meant exciting emotions such as anger, joy, hate, love, and desire to persuade the audience of the rightness of a proposition. In a positive sense, appealing to the emotions of the audience is a highly effective persuasive tool. In the earlier example of a speech designed to encourage an audience to take action against bullying in schools, including a touching story about a student experiencing bullying would make the audience more likely to support your call for action.

However, we recognize that pathos can be used in a negative way. Emotional appeals that use anger, guilt, hatred, inflammatory language like name-calling, or that try to frighten the audience with horrible images, are counter-productive and even unethical. They might incite emotion in the audience, but they are poor uses of pathos.

One negative emotion used frequently by persuasive speakers is fear. Candidates for political office, for example, often try to provoke fear to move us to vote for them. Intense, over-the-top fear appeals, based on factual falsehoods or cherry-picking, and/or including shocking photos, are not ethical and are often dismissed by discerning audience members. Appealing to the emotion of fear can be ethical if it’s managed carefully. This means being strictly factual and avoiding extremes.

Persuasion and the Audience

It makes sense that if a speaker wants to affect the audience’s beliefs or actions, then the speaker must be perfectly clear about their expectations. If you were listening to a persuasive speech call for your audience to support animals, wouldn’t you want to know exactly what “support” the speaker was talking about? Giving money to charities? Volunteering at an animal shelter? Writing state legislators and urging them to change laws? Your job as a persuasive speaker is to be clear about what you want to create, reinforce, or change in your audience.

For your speech to have persuasive power, you must also consider your audience and choose a goal that is feasible for them. Persuasion isn’t an on/off switch. It’s more like a thermometer. Skillful persuasive speakers respect and identify a persuasive goal that is calibrated to the audience. Think of persuasion as a continuum or line going both directions. At one end is strong disagreement. At the other end is strong agreement. Your audience members, either as a group or individually, are sitting somewhere on that line in relation to your central idea statement, or what we are going to call a proposition in this chapter.

For example, your speech proposition might be something like “The main cause of climate change is human activity.” You are claiming that climate change is due to the harmful things that humans have done to the environment. To be an effective persuasive speaker, one of your first jobs after choosing this topic would be to determine where your audience “sits” on the continuum.

+ 3 means strongly agree to the point of making lifestyle choices to lessen climate change (such as riding a bike instead of driving a car, recycling, eating certain kinds of foods, and advocating for government policy changes). + 2 means agree but not to the point of acting upon it or only acting on it in small ways. + 1 as mildly agrees with your proposition; that is, they think it’s probably true, but the issue doesn’t affect them personally. 0 means neutral, no opinion, or feeling too uninformed to decide. – 1 means mildly opposed to the proposition but willing to listen to those with whom they disagree. – 2 means disagreement to the point of dismissing the idea pretty quickly. – 3 means strong opposition to the point that the concept of climate change itself isn’t even listened to or acknowledged as a valid subject.

Since everyone in the audience is somewhere on this line or continuum, you can accept the fact that any movement toward +3 or to the right is a win. Trying to change an audience from -3 (strong disagreement) to +3 (strong agreement) in a single speech would be quite impossible. When you understand this, you can make strategic choices about the content of your speech.

In this example, if you knew that most of the audience was at -2 or -3, your speech could focus on opening their minds to the possibility of climate change and provide the science behind human causes. On the other hand, if you knew your audience was at +1 or +2, you could focus on urging them to take bold steps, like giving up their gasoline-powered vehicles.

A proposition is assumed to be in some way controversial, or a “stretch” for the audience. Some people in the audience will disagree with your proposition or at least have no opinion; they are not “on your side.”

There will be those in the audience who disagree with your proposition but who are willing to listen. Some members of the audience may already agree with you, although they don’t know why. Both groups could be called the  target audience . At the same time, another cluster of your audience may be extremely opposed to your position to the degree that they probably will not give you a fair hearing. They probably can’t be persuaded. Focus on your target audience, they are the one you can persuade.

Why is Persuasion Hard?

Persuasion is hard mainly because we have a bias against change. We go out of our way to protect our beliefs, attitudes, and values. We selectively expose ourselves to messages that we already agree with, rather than those that confront or challenge us. We find it uncomfortable to be confronted with conflicting information or viewpoints.

Additionally, during a persuasive speech the audience members are holding a mental dialogue with the speaker or at least the speaker’s content. The processes that the human mind goes through while it listens to a persuasive message is like a silent conversation. In their minds, audience members are producing doubts or reservations about your proposal. If we could listen in on one of these conversations, it might go something like this:

Speaker: Switching to a plant-based diet is the best action you can take to support a reduction in the CO-2 emissions harming the climate. Audience Member Mind: Yeah, I hear what you’re saying, but eating like that won’t give me enough protein.

The audience member has a doubt or reservation about the speaker’s proposal. We can call these doubts “yeah, buts” because the audience members are thinking, “Yeah, but what about—?”  It’s a skill of good persuasion speechwriting to anticipate reservations.

Solutions to the Difficulty of Persuasion

With these reasons for the resistance audience members have to persuasion, what is a speaker to do? Here are some strategies.

First, choose a feasible goal for the persuasive action you want the audience to take. Going back to our continuum, trying to move an audience from -3 to +2 or +3 is too big a move. Having reasonable persuasive goals is the first way to meet resistance. Even moving someone from -3 to -2 is progress, and over time these small shifts can eventually result in a significant amount of persuasion.

Secondly, as speakers we must address reservations. While speechwriters aren’t mind-readers, we can easily imagine reservations about our proposition and build a response to those reservations into the speech. Using the example above, a speaker might say:

Switching to a plant-based diet is the best action you can take to support a reduction in the CO-2 emissions harming the climate. I urge all of you to consider this important dietary change. Perhaps you are thinking that a plant-based diet won’t provide enough protein. That is a common concern. Nutritionists at the website Forks Over Knives explain how the staples of a PB diet—whole grains, legumes, and nuts—provide ample protein.

Here, the speaker acknowledges a valid reservation and then offers a rebuttal. This is called a two-tailed argument. The speaker articulates a possible argument against their proposition and then refutes it.

The third strategy is to keep in mind that since you are asking the audience to change something, they must view the benefits of the change as worth the stress of the change. In effect, audiences want to know: “What’s in it for me?” (WIIFM). As a speaker, you should give thought to that question and in your speech address the benefit, advantage, or improvement that the audience will gain by taking the action you propose.

Structure of a Persuasive Speech

A persuasive speech shares with an informational speech the same four elements for a strongly structured speech: introduction, body, conclusion, and connectors. Like informative speeches, preparation requires thoughtful attention to the given circumstances of the speech occasion, as well as audience analysis in terms of demographic and psychographic features. That said, there are some elements unique to a persuasive speech.

General and Specific Purpose General Purpose: To Persuade Specific Purpose: To motivate my audience of campus administrators to provide LGBTQ+ safe spaces on campus.

This looks familiar up to this point. The general purpose is one of the three broad speech goals (to instruct, to persuade, to inspire or entertain). The specific purpose statement follows a clear T.W.A.C. pattern:

T o +  W ord: To convince A udience: campus administrators C ontent: LGBTQ+ safe spaces

What is unique to persuasive speeches is what comes next, the proposition.

Propositions

Informational speeches require a thesis. This is the central idea of the speech; its “takeaway.” Persuasive speeches equally require a strong focus on the main idea, but we call this something else: a  proposition . A proposition is a statement that expresses a judgement or opinion about which you want audience in agreement. Remember that propositions must be something that can be argued. To say, “The earth is round” isn’t a proposition. “The earth is flat” is a proposition.

• Converting to solar energy saves homeowners money.
• A vegan diet is the most ethical way to eat.
• Universities should provide on-line learning options for all classes.
• The Constitution’s Second Amendment does not include possession of automatic weapons for private use.

Like a thesis statement for an informative speech, a proposition statement is best when it not only clearly states the judgment or opinion for which you seek audience agreement, but also provides a succinct preview of the reasons for that judgement.

Universities should provide LGBTQ+ safe spaces on campus to promote visibility, build community, and protect well-being for LGBTQ+ students and their allies.

Types of Propositions

If you take a closer look at the propositions above, you’ll notice that they suggest several types of persuasion. In fact, there are several broad categories of propositions, determined by their primary goal. These are: a) propositions of fact, b) propositions of value, c) propositions of policy, and d) propositions of definition.

Proposition of Fact

Speeches with this type of proposition attempt to establish the truth of a statement. The core of the proposition isn’t whether something is morally right or wrong, only that a statement is supported by evidence or not. These propositions are not facts such as “the chemical symbol for water is H20.” Rather, propositions of fact are statements over which people disagree and there is evidence on both sides. Some examples of propositions of fact are:

• Experiments using animals are essential to the development of many life-saving medical procedures.
• Climate change has been caused by human activity.

Notice that in none of these are any values—good or bad—mentioned. The point of these propositions is to prove with evidence the truth of a statement.

Proposition of Value

Propositions of fact have the primary purpose of arguing that something exists in a particular way. Propositions of value, on the other hand, have as their primary purpose to argue that one thing is better than another. When the proposition has a word such as “good,” “bad,” “best,” “worst,” “just,” “unjust,” “ethical,” “unethical,” “moral,” “immoral,” “beneficial,” “harmful,” “advantageous,” or “disadvantageous,” then it’s a proposition of value. Some examples include:

• Hybrid cars are the best form of automobile transportation available today.
• Mascots that involve Native American names, characters, and symbols are unjust.

Propositions of value require a first step: defining the “value” word. If you are trying to convince your audience that something is “unjust,” you will have to make clear what you mean by that term. For different people, “best” might mean “safest,” “least expensive,” “most environmentally responsible,” “stylish,” “powerful,” or “prestigious.” Obviously, in the case of the first proposition above, it means “environmentally responsible.” It’s the first job of the speaker, after introducing the speech and stating the proposition, to explain what “best form of automobile transportation” means. Then the proposition would be defended with separate arguments.

Proposition of Policy

These propositions are easy to identify because they almost always have the word “should” in them. These propositions call for a change in policy or practice (including those in a government, community, or school), or they can call for the audience to adopt a certain behavior.

• The federal government should act to ensure clean water standards for all citizens.
• Universities should eliminate attendance requirements.
• States should lower taxes on food.

The proposition determines the approach to the speech, especially the organization. The exact phrasing of the proposition should be carefully done to be reasonable, positive, and appropriate for the context and audience.

Propositions of Definition

Propositions of definitions argue that a word, phrase, or concept has a particular meaning. Lawyers, legislators, and scholars often write briefs, present persuasive speeches, or compose articles to define terms that are vital to defendants, citizens, or disciplines. Some examples might be:

• The Second Amendment to the Constitution does not include possession of automatic weapons for private use.
• Alcoholism should be considered a disease because…
• Thomas Jefferson’s definition of inalienable rights did not include a right to privacy.

In each of these examples, the proposition is that the definition of these things needs to be changed or viewed differently, but the audience isn’t asked to change an attitude or action.

These are not strict categories. A proposition of value most likely contains elements of facts and definitions, for example. However, identifying the primary category for a persuasive speech focuses the speaker on the ultimate purpose of the speech.

Pro-Arguments

Once you know your proposition, the next step is to make your case for your judgement or opinion through clear and distinct points. These are the main points of the body of your persuasive speech. We call these the “pro” or “for” arguments. You should present at least three distinct arguments in favor of your proposition. Expanding on the example above,

General Purpose: To Persuade Specific Purpose:  To motivate my audience of campus administrators to provide LGBTQ+ safe spaces on campus. Proposition: Universities should provide LGBTQ+ safe spaces on campus in order to promote visibility, build community, and protect well-being for LGBTQ+ students and their allies.

Three pro-arguments for the proposition are:

Pro-Argument #1: Creating a safe space makes LGBTQ+ community more visible and central to campus life, instead of marginalized. Pro-Argument #2: Safe spaces create a place where LGBTQ+ and their allies learn to build networks, friendship, and support circles. Pro-Argument #3: With a safe and centralized space bringing together this community, instances of bias or harassment can be brought to counselors, making for a safer community.

Two-Tailed Arguments

There is one more crucial element following pro-arguments. These are unique to persuasive speeches. As discussed above, it’s essential to anticipate and address audience reservations about your propositions. These are the two-tailed arguments that articulate the reservation and then address it or refute it. In the example we’re using, such a statement might look like this:

“Perhaps you are thinking that an LGBTQ+ safe space isn’t necessary on campus because there are already places on campus that provide this function. I understand that concern. However, a space that is officially provided by the University provides access to resources with trained personnel. The national organization CampusPride provides training to university facilitators for exactly this reason.”

There are some techniques for rebuttal or refutation that work better than others. You would not want to say, “If you are one of the people who believe this about my proposition, you are wrong.” It’s better to say that their reservations are “misconceptions,” “myths,” or “mistaken ideas” that are commonly held about the proposition.

Building Upon Your Persuasive Speech’s Arguments

Once you have constructed the key arguments, it’s time to be sure the main points are well supported with evidence.

First, your evidence should be from sources that the audience will find credible. If you can find the same essential information from two sources but know that the audience will find the information more credible from one source than another, use and cite the information from the more credible one. For example, if you find the same statistical data on Wikipedia and the US Department of Labor’s website, cite the US Department of Labor. Audiences also accept information from sources they consider unbiased or indifferent. Gallup polls, for example, have been considered reliable sources of survey data because unlike some organizations, Gallup does not have a cause (political or otherwise) it’s supporting.

Secondly, your evidence should be new to the audience. New evidence is more attention-getting, and you will appear more credible if you tell the audience something new (as long as you cite it well) than if you use the “same old, same old” evidence they have heard before.

Third, in order to be effective and ethical, your supporting evidence should be relevant and not used out of context, manipulated, or edited to change its meaning.

After choosing the evidence and apportioning it to the correct parts of the speech, you will want to consider the use of metaphors, quotations, rhetorical devices, and narratives that will enhance the language and “listenability” of your speech. Narratives are especially good for introduction and conclusions, to get attention and to leave the audience with something dramatic. You might refer to the narrative in the introduction again in the conclusion to give the speech a sense of finality.

Lastly, you will want to decide if you should use any type of presentation aid for the speech. The decision to use visuals such as PowerPoint slides or a video clip in a persuasive speech should take into consideration the effect of the visuals on the audience and the time allotted for the speech. The charts, graphs, or photographs you use should be focused and credibly done.

Organization of a Persuasive Speech

You can see that the overall structure of a persuasive speech follows a common model: introduction, body (arguments and support), two-tailed arguments, and conclusion. Study the example at the end of this chapter to see this structure in action.

In speechwriting, you can think of a speech structure like the building of a house and organization like the arrangement of the rooms within it. As with other speeches, persuasive speeches can be organized topically, chronologically, or spatially. However, persuasive speeches often follow a problem-solution or problem-cause-solution pattern.

Organization for a proposition of fact

If your proposition is one of fact or definition, it will be best to use a topical organization for the body of your speech. That means that you will have two to four discrete, separate topics in support of the proposition.

Proposition: Converting to solar energy saves homeowners money.

• (Pro-Argument 1) Solar energy can be economical to install.
• (Pro-Argument 2) The government awards grants for solar.
• (Pro-Argument 3) Solar energy reduces power bills.
• (Pro-Argument 4) Solar energy requires less money for maintenance.

Organization for a proposition of value

A persuasive speech that incorporates a proposition of value will have a slightly different structure. A proposition of value must first define the “value” word for clarity and provide a basis for the other arguments of the speech. Then the pro-arguments for the proposition based on the definition.

Proposition: Hybrid cars are the best form of automotive transportation available today.

• (Definition of value) Automotive transportation that is best meets three standards: dependable, economical, and environmentally responsible.
• (Pro-Argument 1) Studies show that hybrid cars are durable and dependable.
• (Pro-Argument 2) Hybrid cars are fuel-efficient.
• (Pro-Argument 3) Hybrid cars are environmentally responsible.

Organization for a propositions of policy

The most common type of outline organizations for speeches with propositions of policy is problem-solution or problem-cause-solution. Typically, we don’t feel any motivation to change unless we are convinced that some harm, problem, need, or deficiency exists, and even more, that it affects us personally. Therefore, the organization of a speech about policy needs to first explain the problem and its cause, followed by the solution in the form of 3-5 pro-arguments.

Proposition: Universities should provide on-line learning options for all classes.

• (Problem) Regular attendance in a physical classroom is no longer possible for all students.
• (Cause) Changes brought about by the COVID pandemic have made guaranteed classroom attendance difficult.
• (Pro-Argument 1) Providing on-line learning options protects the health of students.
• (Pro-Argument 2) On-line learning serves students who cannot come to campus.
• (Pro-Argument 3) Access to on-line learning allows students to maintain employment while still going to school.

To complete this outline, along with introduction and conclusion, your pro-arguments should be supported with fact, quotations, and statistics.

Your persuasive speech in class, as well as in real life, is an opportunity to share a passion or cause that you believe will matter to society and help the audience live a better life. Even if you are initially uncomfortable with the idea of persuasion, we use it all the time in diverse ways. Choose your topic based on your commitment and experience, look for quality evidence, craft your proposition so that it will be clear and audience appropriate, and put the finishing touches on it with an eye toward enhancing your logos , ethos , and pathos .

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