This document discusses organizational patterns for persuasive speeches. It identifies 10 patterns: comparative advantages, criteria satisfaction, refutative, statement of reasons, problem-solution, problem-cause-solution, and motivated sequence. Each pattern has 2-3 main points and is explained using an example of arguing that the ABC car brand is the best choice. The motivated sequence pattern in particular structures the speech around gaining attention, establishing a need/problem, presenting a satisfying solution, visualizing benefits, and calling to action.

1. PERSUASIVE
SPEAKING -
ORGANIZATION
Part 2 (Ch 14)

2. Review
 Goals of Persuasion
 Audience Attitudes
 Propositions

3. Today
II. Patterns for Persuasive Speeches

4. Types of Persuasion
 Speech to Convince
 Speech to Actuate

5. Organizational Patterns
 Comparative Advantages *
 Criteria Satisfaction
 Refutative
 Statement of Reasons *
 Problem – Solution *
 Problem – Cause – Solution
 Motivated Sequence *

6. Example Topic
 Proposition: ABC brand car is the best choice!

7. Statement of Reasons
 Most basic structure
 Best for proposition of Fact
 Main points are reasons

8. Statement of Reasons
I. Second strongest reason
II. Less strong…
III. Strongest reason

9. Car Example: Statement of
Reasons
 I want my audience to believe that ABC
brand car is the best on the market
I. ABC car is priced reasonably
II. ABC car is very safe
III. ABC car gets excellent gas mileage

10. Comparative Advantages
 Demonstrates that proposed change has more
value than status quo (or A is better than B)
 Main points are the various advantages

11. Car example: Comparative Adv.
 I want my audience to understand why ABC
car is better than XYZ car
I. ABC car is priced more reasonably than
XYZ car
II. ABC car is safer than XYZ car
III. ABC car gets better gas mileage than XYZ
car

12. NOT!!!!
 I want my audience to understand why ABC
car is better than XYZ car
I. Advantages of ABC car
II. Disadvantages of XYZ car

13. Criteria Satisfaction
 Seeks agreement on criteria, then
demonstrates how criteria are met
 Main point 1 = criteria
 Main point 2 = satisfaction

14. Car example: Criteria
Satisfaction
 ABC car is a good choice
I. We can agree on criteria in selecting a car
A. Price
B. Safety
C. Gas mileage
II. ABC car meets these criteria, and is
therefore a good choice
I. Price
II. Safety
III. Gas mileage

15. Refutative
 Main points are reasons to challenge opposing
arguments
 Like “backward” Statement of Reasons

16. Problem Solution
 Clarifies nature of problem and offers a
solution
 Beneficial for
 Audiences uninformed / neutral about the
problem
 Audiences who believe there is a problem, but
unsure / neutral on solutions

17. Car example: Problem-Solution
 The high price of gas can be alleviated by
the type of car you drive
I. Gas prices are highest in 20 years
II. ABC vehicle gets excellent gas mileage

18. Problem – Cause – Solution
 Adds one more point between Problem and
Solution
 Cause – Discusses the causes of the stated
problem

19. Motivated Sequence
 Designed to motivate audience to act
 Combines “Problem Solution” + Explicit
appeals to act
 Monroe’s Motivated Sequence

20. Motivated Sequence
I. Attention (Introduction)
II. Need / Problem
III. Satisfaction / Solution
IV. Visualization
V. Action (Conclusion)

21. Car example: Motivated
Sequence
I. Attention: (Introduction)
II. Need: Gas prices are high (evidence)
III. Satisfaction: Drive a gas efficient car such
as ABC vehicle (show how this solves issue)
IV. Visualization: Further benefits of vehicle
(safety, price)
V. Action: Purchase ABC vehicle