1. TODAY’S LECTURE IS
ESSENTIAL!
BE SURE TO PAY ATTENTION
AND TAKE NOTES!

2. Persuasion
Attempt to change or reinforce:
 Attitudes
 Beliefs
 Values
 Behaviors

3. Purposes of Persuasion
 Adoption: new idea, attitude, belief
 Discontinuance: stop doing something
 Deterrence: avoid activity
 Continuance: continue belief or activity

4. Types of Persuasive Speeches
 Propositions of fact
– What is or what is not
 Propositions of value
– How good or bad something is
 Propositions of policy
– What ought to be

5. Monroe’s Motivated Sequence
 Attention
 Need / Problem
 Satisfaction / Solution
 Visualization
 Action

6. Monroe’s Motivated Sequence
Source: Diego Campos
 Attention: Hey! Listen to me, I have a
PROBLEM!
 Need: Let me EXPLAIN the problem.
 Satisfaction: But, I have a SOLUTION!
 Visualization: If we IMPLEMENT my
solution, this is what will happen.
 Action: You can help me in this specific
way. Are YOU willing to help me?

7. Still like Malandro’s…
 Attention = Introduction
 Need = Main Point 1
 Satisfaction = Main Point 2
 Visualization = Main Point 3
 Action = Summary and Close with Impact

8. Support
 Each Main Point = Claim (the point you’re
trying to make)
 Sub-point = Evidence
 Sub-point = Evidence
 Sub-point = Counter argument

9. Introduction: Attention
I. Open with impact
II. Connect with audience
III. Thesis statement
IV. Preview (should be vague)

10. Main Point I: Need (Problem)
A. Claim (This a problem)
1. Evidence
2. Evidence
A. Claim (This is a problem)
1. Evidence
2. Evidence
A. Counter-Claim (If needed)
(Signpost)

11. Main Point II: Satisfaction
(Solution)
A. Claim (this is how we fix the problem)
1. Evidence (how it will work)
2. Evidence (why it will work)
3. Evidence (it’s worked in other places)
4. Counter-Claim (if needed)
(Signpost)

12. Main Point III: Visualization
A.Picture the World
 Positive
 Negative
 Negative/positive

13. Conclusion: Action
I. Summarize
II. Call to action (what do you want us to
do?)
I. Petition, promissory note, donation
II. Act vs. think about
III. Immediate
III. Close with impact
- May be part of call

14. Monroe’s Motivated Sequence In
Action
Source: MJ Wagner
 Attention
– Last week a box of ten, shivering, starving puppies
was found on campus
 Need
– Millions of animals are abandoned, starved, abused,
and die every year
 Satisfaction
– By having your pet spayed or neutered, and
encouraging others to do so, you can prevent the
needless suffering of unwanted animals

15. Monroe’s Motivated Sequence In
Action
 Visualization
– Picture a world where all pets are wanted, all
pets have good homes; all pets are safe and
well fed
 Action
– Please, be a responsible pet owner and spay
or neuter your pets!