ABSTRACT
This chapter begins by explaining the nature of persuasion and helping speakers choose an appropriate speech purpose while appropriately adapting to their audience and engaging in civil persuasive discourse. It also explores the structure of argument (e.g., claim, warrant, evidence) and the types of claims (e.g., fact, value, and policy) that speakers necessarily employ for moving listeners to action or convincing them to change their minds. Structuring the message is important after deciding upon the type of claim, so the chapter offers insight into different organizational strategies, such as problem–solution, refutational, and Monroe’s motivated sequence. Last, the chapter provides an explanation of invitational rhetoric as an approach to civil persuasive speechmaking.
