ABSTRACT
This chapter discusses the process of persuasion and specifically describes how to organize and present a persuasive speech that will motivate people audience to take action or change a belief, attitude, or value. Although many of the people may never seek election to a political office, we all participate in the persuasive process. In addition, people also encounter persuasive appeals on a daily basis; we read newspaper articles, watch television commercials, surf the Internet, and listen to the appeals of sales people and candidates running for office. Candidates for office may also have others speak to their character or trustworthiness. Ethics, the rules that govern moral behavior, must be considered as people develop their persuasive speech. Fallacies are flawed arguments. Such flaws as arguments ad hominem, assumptions of cause and effect, non sequiturs, overgeneralizations, and faulty analogies can weaken persuasive speeches. Finally, a faulty analogy can hinder people persuasive efforts.
