Speech to Persuade: Reinforce
This is an awesome article by James Croft
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http://harvardhumanist.org/2012/06/14/the-freethinkers-political-textbook-logos-ethos-pathos/
I. ATTENTION (SOCIAL COHENSION--get attention, prepare audience for topic
A. remind audience of things they have in common related to your topic
B. remind audience of events they have in common related to your topic
C. remind audience of values they have in common related to your topic
D. remind audience of enemies they have in common related to your topic
(Be sure that you identify the enemy as something that the audience can affect. i.e., wearing seat belts- the enemy is their own apathy or lack of knowledge. This is the underlying enemy or reason why the audience isn't wearing their seat belts).** value as related to the motive appeal / Maslow's hierarchy.
II. NEED/ PROBLEM--make audience really see they need (want) something or make them uncomfortable with the status quo.
(use need for action step A. or B and problem for C or D).
A. state need/problem
B. illustrate need/problem (make it visceral, sensory, local, age related).
C. ramification (show that the need/ problem is serious or significant).
D. pointing (connect the need/problem to the audience's experience).
(Through the use of motive appeals you need to create sufficient arousal to stimulate the audience to act).
III. SATISFACTION/ SOLUTION (Use satisfaction if you used need in II. Use solution if you used problem in step II).
A. state the need/solution
B. explain how the behavior is consistent with values that already exist refer to the motive appeal you developed in step I. C).
C. theoretical demonstration of satisfaction/solution/ slogan
D. workability
E. answer objections
IV. VISUALIZATION--help the audience "Imagine " the results..(Use one of the following steps, but be sure you have two items of support as noted on the sample outlines. Use: A for action step A or B, B for action step D, and C for action step C).
A. positive visualization reiterates the benefit--what will happen on adoption
B. negative visualization reiterates the harm that is avoided--what will happen if not adopted
C. comparison/ contrast reiterates the harm and the replacement that offers a benefit--adoption vs. non-adoption
V. ACTION (What do you want the audience to do? Use one of the following steps, but be sure you have two items of support as noted on the sample outlines).
A. Adoption- focus on the benefit, demonstrate, offer testimony, give examples
B. Continuance- remind the audience of the benefit offer an additional inducement
C. Discontinuance- demonstrate harm of current situation and benefit of replacing the behavior, show the benefit of replacement
D. Deterrence- show that the harm is so significant that the behavior should be avoided or extinguished.
Return to Handouts index page
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http://harvardhumanist.org/2012/06/14/the-freethinkers-political-textbook-logos-ethos-pathos/
I. ATTENTION (SOCIAL COHENSION--get attention, prepare audience for topic
A. remind audience of things they have in common related to your topic
B. remind audience of events they have in common related to your topic
C. remind audience of values they have in common related to your topic
D. remind audience of enemies they have in common related to your topic
(Be sure that you identify the enemy as something that the audience can affect. i.e., wearing seat belts- the enemy is their own apathy or lack of knowledge. This is the underlying enemy or reason why the audience isn't wearing their seat belts).** value as related to the motive appeal / Maslow's hierarchy.
II. NEED/ PROBLEM--make audience really see they need (want) something or make them uncomfortable with the status quo.
(use need for action step A. or B and problem for C or D).
A. state need/problem
B. illustrate need/problem (make it visceral, sensory, local, age related).
C. ramification (show that the need/ problem is serious or significant).
D. pointing (connect the need/problem to the audience's experience).
(Through the use of motive appeals you need to create sufficient arousal to stimulate the audience to act).
III. SATISFACTION/ SOLUTION (Use satisfaction if you used need in II. Use solution if you used problem in step II).
A. state the need/solution
B. explain how the behavior is consistent with values that already exist refer to the motive appeal you developed in step I. C).
C. theoretical demonstration of satisfaction/solution/ slogan
D. workability
E. answer objections
IV. VISUALIZATION--help the audience "Imagine " the results..(Use one of the following steps, but be sure you have two items of support as noted on the sample outlines. Use: A for action step A or B, B for action step D, and C for action step C).
A. positive visualization reiterates the benefit--what will happen on adoption
B. negative visualization reiterates the harm that is avoided--what will happen if not adopted
C. comparison/ contrast reiterates the harm and the replacement that offers a benefit--adoption vs. non-adoption
V. ACTION (What do you want the audience to do? Use one of the following steps, but be sure you have two items of support as noted on the sample outlines).
A. Adoption- focus on the benefit, demonstrate, offer testimony, give examples
B. Continuance- remind the audience of the benefit offer an additional inducement
C. Discontinuance- demonstrate harm of current situation and benefit of replacing the behavior, show the benefit of replacement
D. Deterrence- show that the harm is so significant that the behavior should be avoided or extinguished.
Return to Handouts index page