persuasive speech vs argumentative speech

Argumentative vs. Persuasive

What's the difference.

Argumentative and persuasive writing are both forms of communication that aim to convince the audience of a particular viewpoint or opinion. However, they differ in their approach and purpose. Argumentative writing focuses on presenting logical reasoning and evidence to support a claim, often engaging in a debate-like structure. It aims to persuade the reader by presenting a strong and well-reasoned argument. On the other hand, persuasive writing appeals to the emotions and values of the audience, using techniques such as storytelling and rhetoric to sway their opinion. It aims to convince the reader by appealing to their emotions and personal beliefs. While both forms of writing are effective in their own ways, argumentative writing relies more on facts and evidence, while persuasive writing relies on emotional appeal and personal connection.

Further Detail

Introduction.

When it comes to communication and expressing opinions, two common approaches are argumentative and persuasive. While both aim to convince others of a particular viewpoint, they differ in their strategies and techniques. In this article, we will explore the attributes of argumentative and persuasive communication styles, highlighting their similarities and differences.

Definition and Purpose

Argumentative communication involves presenting logical reasoning and evidence to support a specific claim or position. The primary goal is to engage in a rational debate, presenting facts and counterarguments to persuade the audience that the presented viewpoint is more valid than others. On the other hand, persuasive communication focuses on appealing to emotions, values, and beliefs to influence the audience's attitudes or behaviors. The purpose is to sway individuals by creating an emotional connection and tapping into their desires or fears.

Approach and Tone

In terms of approach, argumentative communication tends to be more formal and structured. It relies heavily on logical reasoning, critical thinking, and evidence-based support. The tone is often objective and impersonal, aiming to present a well-reasoned case. On the contrary, persuasive communication adopts a more personal and subjective tone. It often employs storytelling, rhetorical devices, and vivid language to evoke emotions and create a sense of connection with the audience.

Evidence and Support

Both argumentative and persuasive communication rely on evidence and support to strengthen their claims. However, the types of evidence used may differ. In argumentative communication, the focus is on empirical data, research findings, expert opinions, and logical deductions. The aim is to provide a solid foundation for the argument and counter any opposing viewpoints. In persuasive communication, anecdotal evidence, personal experiences, testimonials, and appeals to authority or popular opinion are often employed. The goal is to create relatability and establish credibility through emotional resonance.

Structure and Organization

Argumentative communication typically follows a clear and logical structure. It often begins with an introduction that presents the main claim, followed by body paragraphs that provide supporting evidence and counterarguments. Finally, a conclusion summarizes the main points and restates the claim. This structure helps the audience follow the line of reasoning and evaluate the presented arguments objectively. On the other hand, persuasive communication may adopt a more flexible structure. It often starts with an attention-grabbing introduction that captures the audience's interest. The body paragraphs focus on building an emotional connection and presenting persuasive techniques. The conclusion aims to leave a lasting impression and call the audience to action.

Audience Engagement

While both argumentative and persuasive communication aim to engage the audience, they do so in different ways. Argumentative communication relies on intellectual engagement, appealing to the audience's sense of reason and critical thinking. It encourages the audience to evaluate the presented evidence and make an informed decision. Persuasive communication, on the other hand, seeks to create an emotional bond with the audience. It aims to captivate their attention, trigger empathy, and tap into their values and desires. By establishing this emotional connection, persuasive communication can influence the audience's attitudes and behaviors more effectively.

Use in Different Contexts

Argumentative communication is often employed in academic settings, formal debates, and legal proceedings. Its emphasis on logical reasoning and evidence makes it suitable for situations where objectivity and rationality are valued. Persuasive communication, on the other hand, finds its place in advertising, marketing, political campaigns, and public speaking. Its ability to tap into emotions and create a personal connection makes it effective in influencing public opinion, consumer behavior, and decision-making processes.

While argumentative and persuasive communication share the goal of convincing others, they differ in their approach, tone, evidence, structure, and audience engagement. Argumentative communication relies on logical reasoning and evidence-based support, adopting a formal and structured approach. Persuasive communication, on the other hand, appeals to emotions and personal beliefs, using storytelling and vivid language to create a connection with the audience. Understanding the attributes of these communication styles can help individuals choose the most appropriate approach based on the context and desired outcome.

Comparisons may contain inaccurate information about people, places, or facts. Please report any issues.

Argumentative vs Persuasive Text: What’s the Difference?

A lot of people confuse the two or use the words interchangeably. The differences between persuasive and argumentative text are subtle but important. And knowing them will significantly impact our teaching of the two genres. So, argumentative vs. persuasive. What’s the difference?

Argumentative vs. Persuasive Text

The big thing that stands out here is that argumentative text supports the author’s claim with more factual evidence in an attempt to prove that the claim is valid, while persuasive text tends to appeal to the reader’s emotions in an attempt to get the reader to agree with the author’s opinion.

This difference is perhaps why the TEKS (the state standards in Texas) for writing include having the students write “opinion” pieces and the Common Core writing standards call for “opinion pieces,” leaving the word argumentative out of it altogether. To have the students write a true argumentative piece, research needs to be conducted first to gather evidence from credible sources. By contrast, our students can write opinion pieces by drawing from their own experiences and prior knowledge.

How important is it that our 3rd and 4th graders know the difference between the argumentative text and persuasive text?

I don’t really see the need to have our kids outline the differences between persuasive and argumentative texts. And I don’t think it’s worthwhile to practice distinguishing between them. They will get more detailed with it in later grades.

I do, however, think it’s important that we don’t confuse them by using the words interchangeably or teaching the two as the same thing. And let’s be sure to keep the differences between argumentative and persuasive texts in mind as we choose mentor texts.

If you’re wanting to highlight a difference for them, an easy way is to connect it to what they learned in second grade about persuasive. Say something like, “Last year you learned about persuasive text. This year, we’re going to learn about another genre that’s similar but gives a little more factual evidence.”

Need an Argumentative Passage?

I know it’s tough to find an argumentative text that’s appropriate for third grade. That’s why I’m excited to share this free high-interest argumentative passage about recess with you. Grab it and the response sheets that come with it below.

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More About Argumentative Text:

What Is An Argumentative Text? How to Teach It in 3rd Grade

Free Argumentative Text Passage for 3rd Grade

How to Teach Argumentative Text to 3rd Graders

Reading Comprehension Strategies That Will Help 3rd Graders Understand Argumentative Text

How to Introduce Argumentative Text to 3rd Graders

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Argumentative vs. Persuasive Essays: What’s the Difference?

The difference between an argumentative and persuasive essay isn’t always clear. If you’re struggling with either style for your next assignment, don’t worry. The following will clarify everything you need to know so you can write with confidence.

First, we define the primary objectives of argumentative vs. persuasive writing. We then compare the best strategies for starting the writing process. In both cases, the key is knowing your audience, which we will discuss later in this article by Custom-Writing.org experts.

• 🎯 Primary Objectives
• 🎬 Starting Your Essay
• ✍️ Writing Technique
• 👁️ Point of View
• ❓ So, what’s the difference?

🔗 References

🎯 persuasive vs. argumentative writing: primary objectives.

Both argumentative and persuasive essays require you to present your point of view on a specific topic. However, your approach will differ between the two. The words “argumentative” and “persuasive” should help you recognize what you are expected to achieve. Let’s see how.

For the argumentative essay, it is sufficient to present your point of view and nothing more. That said, the information you present should come across as being reliable enough for the readers. They don’t need to agree with your take on the issue at hand. The reader need only acknowledge that your point of view is worth considering.

In a persuasive essay, however, your goal is to get the reader on your side. And so, in addition to presenting sensible information, you want the reader to share your opinion.

Here are some examples to show you the difference. For more examples try and use a thesis statement generator for persuasive essay and for argumentative one, and you’ll clearly see what sets them apart.

Additionally, you can take a look at any example of term paper for college , which will clearly show you the differences between the types. Remember, though, that the more controversial your topic is, the more likely it is that the reader will disagree with you!

🎬 Argumentative vs. Persuasive Essay: How to Start

For either type of essay, the foundation is generally the same. Before even thinking about your introduction, settle on a topic that genuinely interests you. What follows will differ for argumentative and persuasive essays.

In the case of argumentative writing, it’s crucial to have all the information you need to build up a strong set of arguments and examples. Therefore, don’t forget to spend some time researching your topic in earnest. Once you have all the data, you can easily choose which side to take. Never force a paper to align with your personal opinion if you don’t have enough supporting evidence.

In the case of a persuasive essay, your job is to make sure you have a decent topic and identify which side to support. The starting point is a bit less complicated.

✍️ Persuasive vs. Argumentative Essays: Writing Technique

This is where things get interesting in the clash between persuasive and argumentative writing. For college-level writing, it’s never enough to follow a general essay outline . Getting that coveted higher mark requires that you know the unique yet subtle features of both writing styles.

Topical and relevant reasons are the backbone of any argumentative text. This is where preliminary research comes in. Having requisite evidence and facts from credible sources ensures the worthiness of your essay. That way, the reader can validate your point of view.

As with argumentative writing, persuasive essays should include some measure of supporting facts. What distinguishes persuasive writing is that you must also engage the reader on an emotional level. Moreover, there’s no need to present opposing opinions. Your goal is to make the reader take your side. All’s fair in love and war!

👁️ Persuasive vs. Argumentative Essays: Point of View

Let’s talk more about presenting different opinions. You were probably taught that an academic essay includes at least three arguments and an additional counterargument . Keep in mind, however, that this rule applies only to argumentative essays, in which you introduce three or more arguments with evidence to support your point of view. You then offset that point of view by including an opposing opinion. By doing so, you allow the reader to choose a side, even though the facts, as you’ve presented them, are in favor of your opinion. This is a logic-based approach.

In a persuasive essay, you’re not likely to entertain the opposition. Your conviction is the very essence of the essay. Your take on the issue in question must come across as the only sensible approach. If you’re feeling confident, you’re welcome to include a counterargument, but only if you decimate it right away!

👏 The Audience of Argumentative vs. Persuasive Essays

We’ve seen the differences and similarities between argumentative and persuasive writing and walked you through the technical aspects of both. But there’s one final piece of the puzzle to be considered: the question of your audience. This is the biggest difference of them all.

When writing an argumentative essay, remember that you don’t need to convince anyone. There is no audience. You’re simply presenting the information you gathered without expecting anything in return (except maybe a pat on the back from your teacher).

Without an audience, there’s no one to persuade. This touches on another crucial element of the writing process : understanding what and how your readers think. This allows you to pick the best strategy to convince them to join your side.

❓ What’s the Difference between a Persuasive Essay and an Argumentative Essay?

The main difference between a persuasive essay and an argumentative essay comes down to your audience. For persuasive writing, it’s necessary to feel out your audience and wield that knowledge to prove the efficacy of your perspective. For argumentative writing, opt for a logical approach and just present the facts with no intent to persuade anyone.

Persuasive Essay Topics

• Cigarettes manufacturers must be banned. 
• Unrestricted access to women’s health care is crucial for the welfare of future generations.
• College sports need to benefit student-athletes .
• Lowering TOEFL scores across university will benefit international students. 
• American football promotes violence and jeopardize sportsmen’s health.
• Tattoos are fine art. 
• Animal transplantation can reduce the problem of organs shortage.
• Smoking in public places should be banned to protect and improve public health.
• Job drug test has to be made obligatory.  
• It is necessary to prohibit using cellphones while driving .
• Gun control legislation must be revised.
• Surveillance cameras have to be installed in all public places.  
• Mandatory overtime for nurses must be made illegal.  
• Marijuana should be legalized for medical use.
• Business should switch to remote work for an increased talent pool.  
• Experimentation on animals has to be banned.  
• It is crucial to limit clear cutting in rainforest. 
• It is necessary to forbid guns in college campuses .
• Companies should prioritize the development of biometric security.  
• Abortions should be legalized worldwide.
• Children should not have grades in school .
• Wearing face mask in public places should be mandatory.
• English language learners have to be immersed in English. 
• Net neutrality should be supported.  
• Body organs sale should not be allowed.

Argumentative Essay Topics

• Should celebrities be a positive role model ?
• Does the use of social media in nursing violate patients’ rights regarding privacy?
• Is it right to abolish capital punishment ?
• Is it ethical to use animals for research?  
• Should bullies be expelled from school?
• Is it fair to try juveniles as adults ?
• Do you think it wise to lower drinking age to 18?  
• Will implementation of free higher education diminish economic disparities? 
• Should the voluntary euthanasia be permitted?
• Is stem cells use ethical?
• Should schoolchildren study the evolution theory?  
• Is container deposit legislation an urgent issue?
• Is marriage based on love more successful than arranged?
• Should the use of cell phones in public places be banned?
• Is it right for celebrities to be involved in political activism? 
• Do you agree that health insurance has to cover art and music therapy ?
• Does the government have right to monitor its citizens using technology? 
• Is it ethical to perform gene editing on human embryos?
• Do you think online dating as serious as dating in person?  
• Should vaccination of children be compulsory?
• Are the social media platforms a threat to human relationships?
• Are there limits to what should be questioned? 
• Should modern society become vegan?
• Do you think the cigarette smoking should be made illegal?
• Should illegal immigrants have full access to all social services?
• Argumentative Essays // Purdue Writing Lab
• Argumentative Essay Structure (University of Washington)
• Suggestions for Developing Argumentative Essays (UC Berkeley)
• Argumentative essay | Quick guide (article) | Khan Academy
• Writing a Persuasive Essay: Hamilton College
• Persuasion (UMN Libraries)
• Persuasive Writing – Georgetown Law
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Compare argumentative vs. persuasive writing

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Read more: The Ultimate Guide to the Six Traits of Writing

While showing persuasive or argumentative essay examples can be helpful, students also need a concrete and specific list of the ingredients found in each type .

Topics & Perspectives

All opinion writing starts with stating a position, stance, or claim. However, the nature of opinion writing is that these topics are debatable—there are differing opinions as to what is correct, fair, or best. And according to the standards—the inclusion (or exclusion) of multiple perspectives is the biggest difference between persuasive writing and argumentative writing.

To consider persuasive writing visually, think of it as a lopsided scale.

Organization & Structure

All genres of argument (e.g., opinion , review, recommendation, persuasive letters, speeches, debates, argument, etc.) utilize a what-and-why structure. The beginning introduces what the writer thinks (e.g., his claim, opinion) and the body outlines why he thinks it (e.g., reasons with evidence). The difference between persuasive and argumentative comes within the body of the written piece.

PERSUASIVE: Traditional instruction encourages starting with the strongest reason. But this means that the reasons will weaken and fizzle by the end.

A more powerful approach would be to leave the reader pondering the best reason. To create this effect, present the reasons in a 2-3-1 order.

First, rank the reasons, determining which is the number one best reason. Which one will resonate with the audience best? That reason should be saved for the final paragraph of the body.

Then, identify the weakest reason of the three. It should be buried in the middle position, leaving the second-best reason to be explained first.

This organization allows students to start with a solid first reason and save their best for last. Leaving “the clincher” for the final body paragraph provides a strong segue into the conclusion.

ARGUMENT: This more sophisticated genre also has 3 (or more) reasons presented within the body. However, there is the added challenge of incorporating the counterclaim with an argumentative versus a persuasive piece.

Ideally, points from the opposition are woven into each of the body paragraphs. After identifying and elaborating on one reason, the writer transitions to explain the opposition’s counterpoint (e.g., However, On the other hand, etc.). Then the writer either concedes or refutes it before introducing the second reason. This They say/I say organization intermixes the strengths and limitations of both perspectives. (TIP: Show this by color coding the two positions.)

Although this is a more sophisticated structure, initially it may be easier to simply develop the counterclaim within its own body paragraph. Insert this additional information all about the opposition after the weakest reason—but before the best one. This would adjust the organization to be: 2-3-CC-1.

Audience & Point of View

A writer tailors his message to the audience—or intended reader . An awareness of the audience impacts the formality of the writing.

If the writer uses first-person pronouns (i.e., I, me, my ), he implies a prior relationship between the writer and the reader. This can make the writer—and thus his opinion—more personal. Conversely, third-person pronouns maintain distance between the writer and reader—keeping the communication formal and among strangers.

PERSUASIVE: Academic writing—including persuasive—typically avoids using first-person I and second-person you . However, there are exceptions in some persuasive writing.

If the intended audience is a specific individual or a group, then direct the persuasive message to them explicitly. This might include naming the audience within the opening or greeting and/or speaking directly to the reader using an occasional you . Acknowledging this personal connection between reader and writer can actually strengthen the persuasive tone.

Consequently, using first-person and second-person pronouns in persuasive writing is not necessarily wrong.

ARGUMENT: Argumentative writing is much more formal. There is no relationship between the writer and reader. Thus, it is always written using third-person pronouns.

Although the writer is sharing his opinion, he replaces I with advocates and supporters and substitutes you with opponents and adversaries . This word choice is essential when writing about a debatable or controversial issue that is already fueled with personal emotion.

The more formal third-person point of view helps maintain a tone of fairness and reasonableness. It keeps the focus on the subject matter—not the feelings of either the writer or the reader.

Tone & Attitude

In addition to teaching students what information to reveal in each body paragraph, provide instruction on how to say it from a persuasive versus argumentative stance.

PERSUASIVE: Although voice is an obvious element of persuasion, writers consider the emotional tactics that will resonate best with their audience. He may present one reason using a disgusted tone, a second reason using a sympathetic voice, and his final reason leaves the reader feeling motivated and inspired.

CAUTION #1: While making strong emotional appeals can fuel persuasive writing, a string of voice-filled and passionate pleas are NOT enough to support an opinion that lacks proof (i.e., evidence, facts, data, quotes).

CAUTION #2: It’s easy to become passionate when explaining only one side. However, avoid any polarizing comments about the opposition (e.g., You’re dumb if you think… ).

ARGUMENT: It’s not that argumentative writing lacks voice. Rather, the tone is simply not as outwardly passionate as the one-sided persuasive.

With the addition of the counterclaim, the writer attempts to demonstrate he is knowledgeable and fair-minded about the issue. This is intended to speak to the skeptical reader and ultimately influence his thinking. Consequently, the writer maintains an objective tone relying on his logical reasons substantiated with evidence. The writer convinces the reader with his information—not his emotion.

At the secondary level, this ingredient of argumentative writing usually includes additional instruction on ethos, pathos, and logos.

While there is a difference between persuasive and argumentative—there are also several similarities—including how the claim is determined and reasons are inferred.

Research & Position

Whether writing a one-sided persuasive versus an argument with multiple perspectives, the writer always enters the process by researching the topic. He gathers information on both/all sides. After studying the issue and the evidence available for all perspectives, aligns with the strongest position—the one with the most evidence . This then converts into his claim or topic sentence .

Reasons & Evidence

When gathering the evidence to determine the strongest side of an argument or persuasive piece, the writer makes a list of facts collected from texts. Each of these text details is potential evidence the writer may cite—but none are the student’s own reasons .

In an argument or persuasive writing, the student must present his reasons to support his opinion. All the details he has collected from text came from other authors—other sources. None are a result of his own thinking.

Consequently, a student must combine several related text details and generate a common category that they all fit. That category or idea is a reason. Then, the grouping of text details serves as the supporting evidence.

According to the college and career-ready standards, the answer to what is argumentative writing, as compared to persuasive writing, comes down to several factors. Therefore, it makes sense that presenting a one-sided persuasive is the standard at the elementary level. This is the foundation of a future argument in middle and high school. If a student can’t woo the reader when presenting one perspective, he will struggle when he must juggle and present two.

Dissect the K-12 Argumentative Standard

Posters | Persuasive | Argumentative

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Home » Language » Linguistic » Difference Between Argumentative and Persuasive Essay

Difference Between Argumentative and Persuasive Essay

Main difference – argumentative vs persuasive essay.

Persuasive essay and Argumentative essay are similar in nature and thus, often confused to be the same though there exists a difference between the two. In fact, Persuasive essay and Argumentative essay are two different types of essays, and  the main difference between them is that the persuasive essay depends on opinions and emotions while an argumentative essay uses logic and reason. Let us first look at these two types of essays in detail and then move on to identify the differences between a persuasive essay and an argumentative essay.

What is an Argumentative Essay

An argumentative essay is a piece of writing that attempts to convince the readers that the author’s idea is true . This is a genre of writing that is used to defend or prove a point. A writer should do a thorough research; gather accurate facts and figures before writing an argumentative essay. This is more like a debate written on paper. While writing an argumentative essay, a writer should be aware of both pros and cons of the argument, and should try to discredit the opposing view by using evidence .

What is a Persuasive Essay

A persuasive essay is a piece of writing that attempts to convince the readers to agree with author’s ideas. In this type of essay, the writer can use his own ideas, opinions and evoke the emotions in the reader in order to convince them to agree to his opinion . A writer of a persuasive essay needs to do research, gather evidence, but a clever writer can create a successful essay without knowing much. This is because; a persuasive writing appeals more to reader’s emotions rather than minds. In persuasive writing, the writer should have certain awareness about the audience . For example, opinions and ideas that could appeal to teenagers may not have the same effect on adults. First person narration and Second person narration (Ex: In my opinion, I believe, etc.,) are commonly used as the writer is addressing the audience directly.

As discussed before, argumentative essays are a genre of writing that attempts to convince the readers to accept the writer’s idea as true, by using statistics, facts and figures, etc. while persuasive essays are a genre of writing that attempts to convince the readers to agree with the writer, by using emotions, personal ideas, etc. In other words, an argumentative essay is based on logic and reasons while a persuasive essay is based on emotions and personal opinions. When it comes preparations, before writing an argumentative essay, the writer needs to do a thorough research on the subject but does not need to have the knowledge about the audience. On the other hand, the writer can write a persuasive essay even without doing much research, but he should have certain  knowledge about the audience.

When we look at both types of essays in the perspective of the audience; an argumentative essay appeals to the minds of the readers whereas, a persuasive essay appeals to the hearts of the readers. Also,  an argumentative essay acknowledges opposing views, but a persuasive essay may not acknowledge opposing views.

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Persuasive vs Argumentative Essays: Key Differences and Writing Tips for Success

Brendaw Waller

July 2, 2024

Read Time: 7 min

It’s not always easy to tell the difference between an argumentative and a persuasive essay. Don’t worry if you’re having trouble with either style for your next task. In this blog, you will understand everything you need to know about persuasive vs argumentative essays.

First, we will talk about the main points of argumentative and persuasive writing. Then, we discuss the best ways to start writing. Whatever you’re writing, you should know your target audience. Keep reading this article to learn more about persuasive vs argumentative essay writing.

Argumentative vs Persuasive Essay Writing: Main Goals

In both argumentative and persuasive writing, you have to say what you think about a subject. But each time, you’ll use it in a different way. It should be clear to you what the goals are by looking at the words “argumentative” and “persuasive.” Let’s take a look. In an argumentative essay, you only need to say what you think. But the people who read your information should also feel like they can trust it. Moreover, they don’t need to agree with you about this subject. The reader only has to agree with you that your point of view is interesting.   But the goal of a persuasive essay is to get people to agree with you. You want the reader to agree with your point of view as well as understand the facts. For more information on the differences between the types of essays, you can look at  persuasive essay examples . But remember that the more controversial your topic is, the less likely it is that the viewer will agree with you.

Tips on How to Begin Argumentative Writing vs Persuasive Writing

Most of the time, both types of writing are about the same thing. Before you even think about  how to start a persuasive essay , pick a subject that interests you. The next step will be different for argumentative and persuasive writing. It’s essential that you have all the information you need to make strong points and give good examples when you’re writing an arguing piece. This is why it’s so important to learn a lot about the field you’ve chosen. When you have all the facts, it’s easy to choose which side to back. You should never push a paper to agree with your point of view if you don’t have enough proof. You get to pick a good persuasive essay topic and decide which side to support when you write a persuasive essay. The beginning is a little easier to understand.

Sounds difficult? Don’t worry! You can  buy persuasive essays  online now.

Argumentative Essay vs Persuasive Essay: Writing Strategies

The dispute of argumentative vs persuasive writing gets interesting now. Following a generic  persuasive essay outline  is never sufficient while writing for college. You need to be aware of the subtle differences between these two writing styles if you want to earn that better grade. Most of the reasons are both recent and significant and form the basis of most argumentative essays. The initial investigation begins here. Having the appropriate evidence and data from credible sources is crucial for an essay’s validity. When that happens, they’ll be able to see things from your perspective. The use of supporting evidence is essential in persuasive essays, just like argumentative writing. Your work will be more convincing if it strikes an emotional chord with the reader. In addition, presenting opposing viewpoints is unnecessary. Having the reader agree with you is your goal. 

Persuasive vs Argumentative Essay: Perspective & Topics

Opinion writing always starts with a view, claim, or stance. But because this is opinion writing, the subjects are debatable—people have different thoughts on what is right, fair, or best. And the guidelines say that the main difference between persuasive vs argumentative essay writing is whether or not different points of view are included.

Structure of Persuasive vs Argumentative Essay

A what-and-why format is used in all types of arguments, such as opinions, reviews, recommendations, persuasive letters, speeches, debates, arguments, and so on. The writer says what he thinks (usually his claim or view) at the beginning, and then he gives reasons for his thoughts in the body. The body of the paper is what makes the distinction between persuasive vs argumentative writing.

Persuasive Essay

According to traditional instruction, you should start with the best reason. In the end, though, this means that the reasons will become less strong.

It would be stronger to leave the reader wondering what the best reason is. Put the reasons in a 2-3-1 order to get this result.

Before you do anything else, you should rank the reasons and choose the best one. Which one do you think will connect with the crowd the most? That reason should come in the last line of the body.

Then, pick the least strong of the three reasons. The second-best reason should come first, and the best reason should be hidden in the middle.

Students can start with a good reason and save their best for last with this organization. Putting “the clincher” at the end of the last body line makes a strong transition to the conclusion.

Argumentative Essay

In this more complex type, there are also three or more reasons given in the body. However, adding the statement to an argumentative piece is harder than adding it to a persuasive piece. 

Each of the body paragraphs should include points from the other side. After naming and going into more detail about one reason, the writer moves on to explain the other side’s point of view (e.g., But, On the other hand, etc.). The writer then either agrees with it or disagrees with it before giving the second reason. This “They Say/I Say” organization mixes the good and bad points of both points of view.

(HINT: Color code the two places to show this.)

Even though this is a more complex structure, it might be better to start by just developing the counterclaim in its own paragraph. Put this extra knowledge about the other side after the weakest reason but before the strongest one. This would change the structure to 2-3-CC-1.

Persuasive Essay vs Argumentative Writing: Point of View & Audience

A writer makes his writing that fits the audience or person he wants to read it. The level of seriousness of the writing is affected by the audience or readers.

If a writer uses first-person words like “I,” “me,” or “my,” it means that he or she knows the reader already. In this way, the writer and his view may become more personal. Third-person pronouns, on the other hand, keep the reader and writer apart, making the conversation official and between strangers.

Persuasive writing avoids using “I” and “you” in the first and second person most of the time. But there are times when effective writing doesn’t follow this rule.

If you want to persuade a particular person or group, be sure to address them directly in your message. This could mean addressing the audience by name in the introduction or greeting and/or talking directly to the reader by saying “you” from time to time. Taking into account this personal link between reader and writer can actually make the tone more convincing.

Because of this, it’s not always wrong to use first- and second-person names in persuasive writing.

Argumentative

There is a lot more formality in argumentative writing. The writer and the reader don’t know each other. Because of this, third-person names are always used when writing it.

That being said, the author is giving his view, but he changes “I” to “supporters” and “opponents” to “you.” This choice of words is very important when writing about a problem that is controversial or up for debate and is already emotional for the writer.

The third-person point of view is more formal and helps keep the tone fair and realistic. At the same time, it puts the focus on the subject and not on how the writer or reader feels.

Persuasive Essay vs Argumentative Essay: Tone & Attitude

Teach your children not only what information to include in each body paragraph but also how to say it in a persuasive way rather than argumentative.

Voice is an essential part of persuasion, but writers also think about which emotional strategies will work best with their readers. For example, he might use an angry tone for one reason and a sympathetic tone for another. His last reason should make the reader feel driven and inspired.

Tip #1: Strong emotional arguments can help with persuasion, but a long list of passionate and passionate pleas is NOT enough to back up an opinion that doesn’t have proof (e.g., evidence, facts, data, and quotes).

Tip #2: It’s easy to get angry when you only talk about one side. But don’t say hurtful things about the other side, like “You’re stupid if you think…”

The lack of voice is not the problem with argumentative writing. Instead, the tone isn’t as emotional as the one-sided persuasive one.

By adding the counterclaim, the writer tries to show that he knows about the problem and is not biased in any way. This is meant to speak to the sceptical reader and change his mind in the end. Because of this, the writer keeps an objective tone by using his logical arguments supported by proof. The writer persuades the reader not with his or her feelings but with facts.

This part of argumentative writing is generally taught with more emphasis on ethos, pathos, and logos at the secondary level. There are some differences between persuasive and argumentative writing, but there are also some similarities, like how the point is made and why it makes sense.

Position and Research

When writing an argument with more than one point of view or a persuasive piece with only one point of view, the writer always starts by studying the subject. He gets information from all sides. After looking into the problem and the evidence for each side, it aligns with the strongest position, the one that has the most evidence. After this, his claim or topic line comes next.

Reasons and Proof

The writer makes a list of facts from texts to help them figure out which side of an argument or persuasive piece is the best. All of these parts of the text could be used as proof by the writer, but none of them are the student’s own reasons.

In an argumentative or persuasive paper, the student needs to give reasons for why they believe what they do. All the information he got from the text came from other writers or sources. None of them come from his own thoughts.

So, a student has to put together a bunch of text details that are connected and come up with a category that they all fit into. That category or idea is a reason. After that, the grouping of textual information is used as proof.

The examples given by the college and career-ready standards show that persuasive writing vs argumentative writing is different in a number of ways. Because of this, it makes sense that, at the basic level, giving a one-sided argument is the norm. This is the basis for a future argument that will happen in middle school and high school. If a student can’t get the reader to see things from one point of view, it will be hard for him to do so when he has to show two.

Frequently Asked Questions (FAQs)

Q1: is an argumentative essay the same as a persuasive essay.

Ans. Both are not exactly the same, but there are some similarities like research, position, evidence, etc. 

Q2: What is the difference between argumentative and persuasive?

Ans. In an argumentative essay, we support our point of view with scientific research and facts. However, in a persuasive essay, we use emotions alongside facts to convince the reader. In an argumentative essay, the goal is not necessarily to persuade the audience but rather to demonstrate that our viewpoint is correct based on evidence.

Q3: How do you know if an essay is persuasive or argumentative?

Ans. Opinions are the foundation of persuasive writing. Argumentative writing is based on facts. Your students could be asked to write an argumentative paper that doesn’t need much or any study.

Q4: What is the difference between informative, persuasive and argumentative essays?

Ans. Informative writing is meant to teach, and the goal of persuasive writing is to persuade, while argumentative writing aims to persuade while also giving and arguing against counterarguments.

Q5: What is considered an argumentative essay?

Ans. The argumentative essay is a type of writing that asks students to research a subject, find, create, and assess evidence, and provide a clear position on the subject.

Q6: What is an example of a persuasive argument?

Ans. For instance, “The average worker cannot live on the hourly minimum wage”. The statement is likely true, but strong reasons should make a case for the positive. In other words, the thesis statement should talk about how the minimum wage of a dollar an hour is too low or not enough.

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The Difference between the Argumentative and Persuasive Essays

Argument and persuasion are two different concepts in English. An argumentative essay is a piece of writing that attempts to convince the readers that the author’s idea is true. This is a genre of writing that is used to defend or prove a point. A writer should do a through research; gather accurate facts and figures before writing an argumentative essay. This is more like a debate written on paper. While writing an argumentative essay, a writer should be aware of both pros and cons of the argument, and should try to discredit the opposing view by using evidence.

A persuasive essay is a piece of writing that attempts to convince the readers to agree with author’s ideas. In this type of essay, the writer can use his own ideas, opinions and evoke the emotions in the reader in order to convince them to agree to his opinion. A writer of a persuasive essay needs to do research, gather evidence, but a clever writer can create a successful essay without knowing much. This is because; a persuasive writing appeals more to readers’ emotions rather than minds. In persuasive writing, the writer should have certain awareness about the audience. For example, opinions and ideas that could appeal to teenagers may not have the same effect on adults. First person narration and second person narration ( Example: In my opinion, I believe, etc.) are commonly used as the writer is addressing the audience directly.

Looking at the purpose of both essays, argumentative essay attempts to convince the readers to accept the writer’s idea as true by using statistics, facts and figures, etc. Whereas  persuasive essay attempts to convince the readers to agree with the writer, by using emotions, personal ideas, etc.

In addition, when it comes to audience, for persuasive essay, the writer needs an intended audience to address his request or need to. Who can give him what he wants? but for argumentative essay, the writer doesn’t need an intended audience. The writer is satisfied with simply “putting the truth out there.”

Also, argumentative essay acknowledges opposing views, and needs a thorough research before starting while persuasive essay may not acknowledge opposing views and can be written without doing much research.

Although both types of essays are not just descriptive, but prescriptive. On some level they both have a call to action. They both answer objections. They are both essays and follow a pretty typical structure in that regard.

In conclusion, argumentative essay appeals to the minds of the readers. On the other hand, persuasive essay appeals to the hearts of the readers.

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15 Persuasive Speeches

Speeches that Make a Change

In this chapter . . .

For many public speeches, the specific purpose is to convince the audience of a particular opinion or claim or to convince them to take some action in response to the speech. When your intention is to affect change in your audience (not just the acquisition of knowledge) then you are delivering a persuasive speech. In this chapter you will learn about the elements of persuasion, why persuasion is difficult, and how to overcome people’s resistance to change by using effective and ethical methods.

Although a persuasive speech involves information—even as much as an informative speech—the key difference is that a persuasive speech is designed for “creating, reinforcing, or changing people’s beliefs or actions” (Lucas, 2015. p. 306). A persuasive speech makes something happen. In other words, it performs a job.

Traditional Views of Persuasion

In the fourth century BCE, the classic philosopher Aristotle took up the study of the public practices of the ruling class in Athenian society. For two years he observed the  rhetoric  (the art of persuasion) of the men who spoke in the assembly and the courts. In the end, he developed a theory about persuasiveness that has come down to us in history as a treatise called Rhetoric. Among his many ideas was the identification of three elements essential to persuasion: ethos, logos, and pathos. In short, they mean credibility, reasonability, and emotion.

Ethos has come to mean speaker character and credentials. It is the element that establishes the audience’s trust in you as a speaker. A speaker’s credibility is based on who the speaker is and what they know: experience, education, expertise, and background. If you’re delivering a persuasive speech about adopting a pet from a shelter and you have raised several shelter dogs, then you have credibility through experience and should share that fact about yourself with the audience to enhance their trust in your persuasive argument. Another way to establish your credibility is through research sources. You may not be an expert in climate change, but if you were giving a persuasive speech about it, you can cite reliable authoritative sources.

The word ethos looks very much like the word “ethics,” and there are many close parallels to the trust an audience has in a speaker and their honesty and ethical stance. In terms of ethics, it goes without saying that your speech will be truthful.

In addition to expertise and truthfulness is your personal involvement in the topic. Ideally you have chosen the topic because it means something to you personally. Audiences will have more trust in you if they feel you have something as stake or something personal in the subject. For example, perhaps your speech is designed to motivate audience members to take action against bullying in schools, and it’s important to you because you work with the Boys and Girls Club organization and have seen how anti-bullying programs can have positive results. Sharing your own involvement and commitment is key to establishing your credibility on this topic.

Logos is the second key element in Aristotle’s theory of rhetoric. Related to our word “logic,” the Greek term logos in persuasion means presenting ideas that appeal to logic or reason. Logos in a speech pertain to arguments that the audience would find acceptable. Imagine a speech, for example, which has the goal of persuading an audience to adopt healthier eating habits. Would the speech be effective if the arguments focused on how expensive organic foods are? Of course not.

Logic and reason are persuasive not only as matters of content.  Logos  pertains to organization, as well. An effective persuasive speech presents arguments in an organized fashion.

In words like “empathy,” “sympathy,” and “compassion” we see the root word behind the Greek word pathos. Pathos, for Aristotle, meant exciting emotions such as anger, joy, hate, love, and desire to persuade the audience of the rightness of a proposition. In a positive sense, appealing to the emotions of the audience is a highly effective persuasive tool. In the earlier example of a speech designed to encourage an audience to take action against bullying in schools, including a touching story about a student experiencing bullying would make the audience more likely to support your call for action.

However, we recognize that pathos can be used in a negative way. Emotional appeals that use anger, guilt, hatred, inflammatory language like name-calling, or that try to frighten the audience with horrible images, are counter-productive and even unethical. They might incite emotion in the audience, but they are poor uses of pathos.

One negative emotion used frequently by persuasive speakers is fear. Candidates for political office, for example, often try to provoke fear to move us to vote for them. Intense, over-the-top fear appeals, based on factual falsehoods or cherry-picking, and/or including shocking photos, are not ethical and are often dismissed by discerning audience members. Appealing to the emotion of fear can be ethical if it’s managed carefully. This means being strictly factual and avoiding extremes.

Persuasion and the Audience

It makes sense that if a speaker wants to affect the audience’s beliefs or actions, then the speaker must be perfectly clear about their expectations. If you were listening to a persuasive speech call for your audience to support animals, wouldn’t you want to know exactly what “support” the speaker was talking about? Giving money to charities? Volunteering at an animal shelter? Writing state legislators and urging them to change laws? Your job as a persuasive speaker is to be clear about what you want to create, reinforce, or change in your audience.

For your speech to have persuasive power, you must also consider your audience and choose a goal that is feasible for them. Persuasion isn’t an on/off switch. It’s more like a thermometer. Skillful persuasive speakers respect and identify a persuasive goal that is calibrated to the audience. Think of persuasion as a continuum or line going both directions. At one end is strong disagreement. At the other end is strong agreement. Your audience members, either as a group or individually, are sitting somewhere on that line in relation to your central idea statement, or what we are going to call a proposition in this chapter.

For example, your speech proposition might be something like “The main cause of climate change is human activity.” You are claiming that climate change is due to the harmful things that humans have done to the environment. To be an effective persuasive speaker, one of your first jobs after choosing this topic would be to determine where your audience “sits” on the continuum.

+ 3 means strongly agree to the point of making lifestyle choices to lessen climate change (such as riding a bike instead of driving a car, recycling, eating certain kinds of foods, and advocating for government policy changes). + 2 means agree but not to the point of acting upon it or only acting on it in small ways. + 1 as mildly agrees with your proposition; that is, they think it’s probably true, but the issue doesn’t affect them personally. 0 means neutral, no opinion, or feeling too uninformed to decide. – 1 means mildly opposed to the proposition but willing to listen to those with whom they disagree. – 2 means disagreement to the point of dismissing the idea pretty quickly. – 3 means strong opposition to the point that the concept of climate change itself isn’t even listened to or acknowledged as a valid subject.

Since everyone in the audience is somewhere on this line or continuum, you can accept the fact that any movement toward +3 or to the right is a win. Trying to change an audience from -3 (strong disagreement) to +3 (strong agreement) in a single speech would be quite impossible. When you understand this, you can make strategic choices about the content of your speech.

In this example, if you knew that most of the audience was at -2 or -3, your speech could focus on opening their minds to the possibility of climate change and provide the science behind human causes. On the other hand, if you knew your audience was at +1 or +2, you could focus on urging them to take bold steps, like giving up their gasoline-powered vehicles.

A proposition is assumed to be in some way controversial, or a “stretch” for the audience. Some people in the audience will disagree with your proposition or at least have no opinion; they are not “on your side.”

There will be those in the audience who disagree with your proposition but who are willing to listen. Some members of the audience may already agree with you, although they don’t know why. Both groups could be called the  target audience . At the same time, another cluster of your audience may be extremely opposed to your position to the degree that they probably will not give you a fair hearing. They probably can’t be persuaded. Focus on your target audience, they are the one you can persuade.

Why is Persuasion Hard?

Persuasion is hard mainly because we have a bias against change. We go out of our way to protect our beliefs, attitudes, and values. We selectively expose ourselves to messages that we already agree with, rather than those that confront or challenge us. We find it uncomfortable to be confronted with conflicting information or viewpoints.

Additionally, during a persuasive speech the audience members are holding a mental dialogue with the speaker or at least the speaker’s content. The processes that the human mind goes through while it listens to a persuasive message is like a silent conversation. In their minds, audience members are producing doubts or reservations about your proposal. If we could listen in on one of these conversations, it might go something like this:

Speaker: Switching to a plant-based diet is the best action you can take to support a reduction in the CO-2 emissions harming the climate. Audience Member Mind: Yeah, I hear what you’re saying, but eating like that won’t give me enough protein.

The audience member has a doubt or reservation about the speaker’s proposal. We can call these doubts “yeah, buts” because the audience members are thinking, “Yeah, but what about—?”  It’s a skill of good persuasion speechwriting to anticipate reservations.

Solutions to the Difficulty of Persuasion

With these reasons for the resistance audience members have to persuasion, what is a speaker to do? Here are some strategies.

First, choose a feasible goal for the persuasive action you want the audience to take. Going back to our continuum, trying to move an audience from -3 to +2 or +3 is too big a move. Having reasonable persuasive goals is the first way to meet resistance. Even moving someone from -3 to -2 is progress, and over time these small shifts can eventually result in a significant amount of persuasion.

Secondly, as speakers we must address reservations. While speechwriters aren’t mind-readers, we can easily imagine reservations about our proposition and build a response to those reservations into the speech. Using the example above, a speaker might say:

Switching to a plant-based diet is the best action you can take to support a reduction in the CO-2 emissions harming the climate. I urge all of you to consider this important dietary change. Perhaps you are thinking that a plant-based diet won’t provide enough protein. That is a common concern. Nutritionists at the website Forks Over Knives explain how the staples of a PB diet—whole grains, legumes, and nuts—provide ample protein.

Here, the speaker acknowledges a valid reservation and then offers a rebuttal. This is called a two-tailed argument. The speaker articulates a possible argument against their proposition and then refutes it.

The third strategy is to keep in mind that since you are asking the audience to change something, they must view the benefits of the change as worth the stress of the change. In effect, audiences want to know: “What’s in it for me?” (WIIFM). As a speaker, you should give thought to that question and in your speech address the benefit, advantage, or improvement that the audience will gain by taking the action you propose.

Structure of a Persuasive Speech

A persuasive speech shares with an informational speech the same four elements for a strongly structured speech: introduction, body, conclusion, and connectors. Like informative speeches, preparation requires thoughtful attention to the given circumstances of the speech occasion, as well as audience analysis in terms of demographic and psychographic features. That said, there are some elements unique to a persuasive speech.

General and Specific Purpose General Purpose: To Persuade Specific Purpose: To motivate my audience of campus administrators to provide LGBTQ+ safe spaces on campus.

This looks familiar up to this point. The general purpose is one of the three broad speech goals (to instruct, to persuade, to inspire or entertain). The specific purpose statement follows a clear T.W.A.C. pattern:

T o +  W ord: To convince A udience: campus administrators C ontent: LGBTQ+ safe spaces

What is unique to persuasive speeches is what comes next, the proposition.

Propositions

Informational speeches require a thesis. This is the central idea of the speech; its “takeaway.” Persuasive speeches equally require a strong focus on the main idea, but we call this something else: a  proposition . A proposition is a statement that expresses a judgement or opinion about which you want audience in agreement. Remember that propositions must be something that can be argued. To say, “The earth is round” isn’t a proposition. “The earth is flat” is a proposition.

• Converting to solar energy saves homeowners money.
• A vegan diet is the most ethical way to eat.
• Universities should provide on-line learning options for all classes.
• The Constitution’s Second Amendment does not include possession of automatic weapons for private use.

Like a thesis statement for an informative speech, a proposition statement is best when it not only clearly states the judgment or opinion for which you seek audience agreement, but also provides a succinct preview of the reasons for that judgement.

Universities should provide LGBTQ+ safe spaces on campus to promote visibility, build community, and protect well-being for LGBTQ+ students and their allies.

Types of Propositions

If you take a closer look at the propositions above, you’ll notice that they suggest several types of persuasion. In fact, there are several broad categories of propositions, determined by their primary goal. These are: a) propositions of fact, b) propositions of value, c) propositions of policy, and d) propositions of definition.

Proposition of Fact

Speeches with this type of proposition attempt to establish the truth of a statement. The core of the proposition isn’t whether something is morally right or wrong, only that a statement is supported by evidence or not. These propositions are not facts such as “the chemical symbol for water is H20.” Rather, propositions of fact are statements over which people disagree and there is evidence on both sides. Some examples of propositions of fact are:

• Experiments using animals are essential to the development of many life-saving medical procedures.
• Climate change has been caused by human activity.

Notice that in none of these are any values—good or bad—mentioned. The point of these propositions is to prove with evidence the truth of a statement.

Proposition of Value

Propositions of fact have the primary purpose of arguing that something exists in a particular way. Propositions of value, on the other hand, have as their primary purpose to argue that one thing is better than another. When the proposition has a word such as “good,” “bad,” “best,” “worst,” “just,” “unjust,” “ethical,” “unethical,” “moral,” “immoral,” “beneficial,” “harmful,” “advantageous,” or “disadvantageous,” then it’s a proposition of value. Some examples include:

• Hybrid cars are the best form of automobile transportation available today.
• Mascots that involve Native American names, characters, and symbols are unjust.

Propositions of value require a first step: defining the “value” word. If you are trying to convince your audience that something is “unjust,” you will have to make clear what you mean by that term. For different people, “best” might mean “safest,” “least expensive,” “most environmentally responsible,” “stylish,” “powerful,” or “prestigious.” Obviously, in the case of the first proposition above, it means “environmentally responsible.” It’s the first job of the speaker, after introducing the speech and stating the proposition, to explain what “best form of automobile transportation” means. Then the proposition would be defended with separate arguments.

Proposition of Policy

These propositions are easy to identify because they almost always have the word “should” in them. These propositions call for a change in policy or practice (including those in a government, community, or school), or they can call for the audience to adopt a certain behavior.

• The federal government should act to ensure clean water standards for all citizens.
• Universities should eliminate attendance requirements.
• States should lower taxes on food.

The proposition determines the approach to the speech, especially the organization. The exact phrasing of the proposition should be carefully done to be reasonable, positive, and appropriate for the context and audience.

Propositions of Definition

Propositions of definitions argue that a word, phrase, or concept has a particular meaning. Lawyers, legislators, and scholars often write briefs, present persuasive speeches, or compose articles to define terms that are vital to defendants, citizens, or disciplines. Some examples might be:

• The Second Amendment to the Constitution does not include possession of automatic weapons for private use.
• Alcoholism should be considered a disease because…
• Thomas Jefferson’s definition of inalienable rights did not include a right to privacy.

In each of these examples, the proposition is that the definition of these things needs to be changed or viewed differently, but the audience isn’t asked to change an attitude or action.

These are not strict categories. A proposition of value most likely contains elements of facts and definitions, for example. However, identifying the primary category for a persuasive speech focuses the speaker on the ultimate purpose of the speech.

Pro-Arguments

Once you know your proposition, the next step is to make your case for your judgement or opinion through clear and distinct points. These are the main points of the body of your persuasive speech. We call these the “pro” or “for” arguments. You should present at least three distinct arguments in favor of your proposition. Expanding on the example above,

General Purpose: To Persuade Specific Purpose:  To motivate my audience of campus administrators to provide LGBTQ+ safe spaces on campus. Proposition: Universities should provide LGBTQ+ safe spaces on campus in order to promote visibility, build community, and protect well-being for LGBTQ+ students and their allies.

Three pro-arguments for the proposition are:

Pro-Argument #1: Creating a safe space makes LGBTQ+ community more visible and central to campus life, instead of marginalized. Pro-Argument #2: Safe spaces create a place where LGBTQ+ and their allies learn to build networks, friendship, and support circles. Pro-Argument #3: With a safe and centralized space bringing together this community, instances of bias or harassment can be brought to counselors, making for a safer community.

Two-Tailed Arguments

There is one more crucial element following pro-arguments. These are unique to persuasive speeches. As discussed above, it’s essential to anticipate and address audience reservations about your propositions. These are the two-tailed arguments that articulate the reservation and then address it or refute it. In the example we’re using, such a statement might look like this:

“Perhaps you are thinking that an LGBTQ+ safe space isn’t necessary on campus because there are already places on campus that provide this function. I understand that concern. However, a space that is officially provided by the University provides access to resources with trained personnel. The national organization CampusPride provides training to university facilitators for exactly this reason.”

There are some techniques for rebuttal or refutation that work better than others. You would not want to say, “If you are one of the people who believe this about my proposition, you are wrong.” It’s better to say that their reservations are “misconceptions,” “myths,” or “mistaken ideas” that are commonly held about the proposition.

Building Upon Your Persuasive Speech’s Arguments

Once you have constructed the key arguments, it’s time to be sure the main points are well supported with evidence.

First, your evidence should be from sources that the audience will find credible. If you can find the same essential information from two sources but know that the audience will find the information more credible from one source than another, use and cite the information from the more credible one. For example, if you find the same statistical data on Wikipedia and the US Department of Labor’s website, cite the US Department of Labor. Audiences also accept information from sources they consider unbiased or indifferent. Gallup polls, for example, have been considered reliable sources of survey data because unlike some organizations, Gallup does not have a cause (political or otherwise) it’s supporting.

Secondly, your evidence should be new to the audience. New evidence is more attention-getting, and you will appear more credible if you tell the audience something new (as long as you cite it well) than if you use the “same old, same old” evidence they have heard before.

Third, in order to be effective and ethical, your supporting evidence should be relevant and not used out of context, manipulated, or edited to change its meaning.

After choosing the evidence and apportioning it to the correct parts of the speech, you will want to consider the use of metaphors, quotations, rhetorical devices, and narratives that will enhance the language and “listenability” of your speech. Narratives are especially good for introduction and conclusions, to get attention and to leave the audience with something dramatic. You might refer to the narrative in the introduction again in the conclusion to give the speech a sense of finality.

Lastly, you will want to decide if you should use any type of presentation aid for the speech. The decision to use visuals such as PowerPoint slides or a video clip in a persuasive speech should take into consideration the effect of the visuals on the audience and the time allotted for the speech. The charts, graphs, or photographs you use should be focused and credibly done.

Organization of a Persuasive Speech

You can see that the overall structure of a persuasive speech follows a common model: introduction, body (arguments and support), two-tailed arguments, and conclusion. Study the example at the end of this chapter to see this structure in action.

In speechwriting, you can think of a speech structure like the building of a house and organization like the arrangement of the rooms within it. As with other speeches, persuasive speeches can be organized topically, chronologically, or spatially. However, persuasive speeches often follow a problem-solution or problem-cause-solution pattern.

Organization for a proposition of fact

If your proposition is one of fact or definition, it will be best to use a topical organization for the body of your speech. That means that you will have two to four discrete, separate topics in support of the proposition.

Proposition: Converting to solar energy saves homeowners money.

• (Pro-Argument 1) Solar energy can be economical to install.
• (Pro-Argument 2) The government awards grants for solar.
• (Pro-Argument 3) Solar energy reduces power bills.
• (Pro-Argument 4) Solar energy requires less money for maintenance.

Organization for a proposition of value

A persuasive speech that incorporates a proposition of value will have a slightly different structure. A proposition of value must first define the “value” word for clarity and provide a basis for the other arguments of the speech. Then the pro-arguments for the proposition based on the definition.

Proposition: Hybrid cars are the best form of automotive transportation available today.

• (Definition of value) Automotive transportation that is best meets three standards: dependable, economical, and environmentally responsible.
• (Pro-Argument 1) Studies show that hybrid cars are durable and dependable.
• (Pro-Argument 2) Hybrid cars are fuel-efficient.
• (Pro-Argument 3) Hybrid cars are environmentally responsible.

Organization for a propositions of policy

The most common type of outline organizations for speeches with propositions of policy is problem-solution or problem-cause-solution. Typically, we don’t feel any motivation to change unless we are convinced that some harm, problem, need, or deficiency exists, and even more, that it affects us personally. Therefore, the organization of a speech about policy needs to first explain the problem and its cause, followed by the solution in the form of 3-5 pro-arguments.

Proposition: Universities should provide on-line learning options for all classes.

• (Problem) Regular attendance in a physical classroom is no longer possible for all students.
• (Cause) Changes brought about by the COVID pandemic have made guaranteed classroom attendance difficult.
• (Pro-Argument 1) Providing on-line learning options protects the health of students.
• (Pro-Argument 2) On-line learning serves students who cannot come to campus.
• (Pro-Argument 3) Access to on-line learning allows students to maintain employment while still going to school.

To complete this outline, along with introduction and conclusion, your pro-arguments should be supported with fact, quotations, and statistics.

Your persuasive speech in class, as well as in real life, is an opportunity to share a passion or cause that you believe will matter to society and help the audience live a better life. Even if you are initially uncomfortable with the idea of persuasion, we use it all the time in diverse ways. Choose your topic based on your commitment and experience, look for quality evidence, craft your proposition so that it will be clear and audience appropriate, and put the finishing touches on it with an eye toward enhancing your logos , ethos , and pathos .

Media Attributions

• Persuasion Scale © Mechele Leon is licensed under a CC BY-NC-SA (Attribution NonCommercial ShareAlike) license

Public Speaking as Performance Copyright © 2023 by Mechele Leon is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License , except where otherwise noted.

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Meggie Mapes

Learning Objectives

• Define what an argument is.
• Discuss uses of ethos, pathos, and logos.
• Identify the argument structure of claim, evidence, and warrant.
• Explore effective language.

You may be wondering, “What exactly is an argument? Haven’t I already decided on my main argument and topic?”

An argument is a series of statements in support of a claim, assertion, or proposition. So far, we’ve discussed thesis statements as the main argumentative through-line for a speech—it’s what you want to inform, persuade, or entertain the audience about.

Your thesis statement, however, is just one component of an argument, i.e. “here’s what I want to inform you about / persuade you to consider.” It is the main claim of your speech. Your task is to prove the reliability of that claim (with evidence) and demonstrate, through the body of the speech, how or why that information should matter to the audience. In this chapter, we will fill in the other structural components of an argument to make sure that your thesis statement has adequate support and proof. We’ll also outline the importance of language and tips to guarantee that your language increases the effective presentation of your argument.

An Overview of Arguments

It may be tempting to view arguments as only relevant to persuasion or persuasive speeches. After all, we commonly think of arguments as occurring between different perspectives or viewpoints with the goal of changing someone’s mind. Arguments are important when persuading, but you should have clear evidence and explanations for any type of information sharing.

All speech types require proof to demonstrate the reliability of their claims. Remember, when you speak, you are being an advocate and selecting information that you find relevant to your audience, so arguments are necessary to, at a bare minimum, build in details about the topic’s importance.

With speeches that primarily inform, a sound argument demonstrates the relevance and significance of the topic for your audience. In other words, “this is important information because…” or “here’s why you should care about this.” If you are giving a ceremonial speech, you should provide examples of your insights. In a speech of introduction, for example, you may claim that the speaker has expertise, but you should also provide evidence of their previous accomplishments and demonstrate why those accomplishments are significant.

For each speech type, a well-crafted speech will have multiple arguments throughout. Yes, your thesis statement is central to speech, and your content should be crafted around that idea – you will use your entire speech to prove the reliability of that statement. You will also have internal arguments, i.e. your speech’s main points or the “meat” of your speech.

All speech types require arguments, and all arguments use the rhetorical appeals of ethos, pathos, and logos to elicit a particular feeling or response from your audience.

Ethos , or establishing your credibility as a speaker, is necessary for any speech. If you’re informing the audience about a key topic, they need to know that you’re a trustworthy and reliable speaker. A key way to prove that credibility is through crafting arguments that are equally credible. Using reliable and well-tested evidence is one way to establish ethos.

Using reason or logic, otherwise known as logos , is also a key rhetorical appeal. By using logos, you can select logical evidence that is well-reasoned, particularly when you’re informing or persuading.

Pathos , or emotional appeals, allows you to embed evidence or explanations that pull on your audience’s heartstrings or other feelings and values. Pathos is common in ceremonial speeches, particularly speeches that eulogize or celebrate a special occasion.

All three rhetorical appeals are important mechanisms to motivate your audience to listen or act. All three should be done ethically and with the speech context and audience in mind.

Regardless of which rhetorical proof you use, your arguments should be well-researched and well-structured. Below, we explore the structure of an argument in more detail.

The Structur e : Claim, Evidence, Warrant

Arguments have the following basic structure (see Figure 19.1):

• Claim: the main proposition crafted as a declarative statement.
• Evidence: the support or proof for the claim.
• Warrant: the connection between the evidence and the claim.

Each component of the structure is necessary to formulate a compelling argument.

The Toulmin Model

British Philosopher, Stephen Toulmin, created the “Toulmin Model” – a model that describes the structure of an argument or method of reasoning. Claim, evidence, and warrant are, if done well, necessary to create a good argument (O’Connor, 1958).

Evidence and warrants are the specifics that make your ideas, arguments, assertions, points, or concepts real and concrete by relating the information to your audience. Not all audiences are compelled by the same evidence, for example, so creating a well-structured argument also means being responsive to audiences.

Consider going to lunch with a friend. Your friend suggests a restaurant that you have not heard of, so you request some additional information, proof, or evidence of their choice. We could map the argument like this:

• Claim: “Let’s go to Jack’s Shack for lunch.”
• Evidence: “I have been there a few times and they have good servers.”

So far, your friend is highlighting service as the evidence to support their claim that Jack’s Shack is a good choice for lunch. However, the warrant is still missing. For a warrant, they need to demonstrate why good service is sufficient proof to support their claim. Remember that the warrant is the connection. For example:

• Warrant: “You were a server, so I know that you really appreciate good service. I have never had a bad experience at Jack’s Shack, so I am confident that it’s a good lunch choice for both of us.”

In this case, they do a good job of both connecting the evidence to the claim and connecting the argument to their audience – you! They have selected evidence based on your previous experience as a server (likely in hopes to win you over to their claim!).

Using “claim, evidence, and warrant” can assist you in verifying that all parts of the argumentative structure are present. Below, we dive deeper into each category.

A claim is a declarative statement or assertion—it is something that you want your audience to accept or know. Like we’ve mentioned, your thesis statement is a key claim in your speech because it’s the main argument that you’re asking the audience to consider.

Different claims serve different purposes. Depending on the purpose of the argument, claims can be factual, opinionated, or informative. Some claims, for example, may be overtly persuading the audience to change their mind about a controversial issue, i.e. “you should support this local policy initiative.”

Alternatively, a claim may develop the significance of a topic (i.e. “this is why you should care about this information”) or highlight a key informative component about a person, place, or thing (“Hillary Clinton had an intriguing upbringing”). You might, for example, write a speech that informs the audience about college textbook affordability. Your working thesis might read, “Universities are developing textbook affordability initiatives.” Your next step would be to develop main points and locate evidence that supports your claim.

It’s important to develop confidence around writing and identifying your claims. Identifying your main ideas will allow you to then identify evidence in support of those declarative statements. If you aren’t confident about what claims you’re making, it will be difficult to identify the evidence in support of that idea, and your argument won’t be structurally complete. Remember that your thesis statement, your main claim, but you likely have claims throughout your speech (like your main points).

Evidence is the proof or support for your claim. It answers the question, “how do I know this is true?” With any type of evidence, there are three overarching considerations.

First, is this the most timely and relevant type of support for my claim? If your evidence isn’t timely (or has been disproven), it may drastically influence the credibility of your claim.

Second, is this evidence relatable and clear for my audience? Your audience should be able to understand the evidence, including any references or ideas within your information. Have you ever heard a joke or insight about a television show that you’ve never seen? If so, understanding the joke can be difficult. The same is true for your audience, so stay focused on their knowledge base and level of understanding.

Third, did I cherry-pick? Avoid cherry-picking evidence to support your claims. While we’ve discussed claims first, it’s important to arrive at a claim after seeing all the evidence (i.e. doing the research). Rather than finding evidence to fit your idea (cherry-picking), the evidence should help you arrive at the appropriate claim. Cherry-picking evidence can reduce your ethos and weakened your argument.

With these insights in mind, we will introduce you to five evidence types : examples, narratives, facts, statistics, and testimony. Each provides a different type of support, and it’s suggested that you integrate a variety of different evidence types. Understanding the different types of evidence will assist as you work to structure arguments and select support that best fits the goal of your speech.

Examples are specific instances that illuminate a concept. They are designed to give audiences a reference point. An example must be quickly understandable—something the audience can pull out of their memory or experience quickly.

Evidence by example would look like this:

Claim: Textbook affordability initiatives are assisting universities in implementing reputable, affordable textbooks.

Evidence : Ohio has implemented a textbook affordability initiative, the Open Ed Collaborative, to alleviate the financial strain for students (Jaggers, Rivera, Akani, 2019).

Ohio’s affordability initiative functions as evidence by example. This example assists in demonstrating that such initiatives have been successfully implemented. Without providing an example, your audience may be skeptical about the feasibility of your claim.

Examples can be drawn directly from experience, i.e. this is a real example, or an example can be hypothetical where audiences are asked to consider potential scenarios.

Narratives are stories that clarify, dramatize, and emphasize ideas. They have, if done well, strong emotional power (or pathos). While there is no universal type of narrative, a good story often draws the audience in by identifying characters and resolving a plot issue. Narratives can be personal or historical.

Person narratives are powerful tools to relate to your audience and embed a story about your experience with the topic. As evidence, they allow you to say, “I experienced or saw this thing first hand.” As the speaker, using your own experience as evidence can draw the audience in and help them understand why you’re invested in the topic. Of course, personal narratives must be true. Telling an untrue personal narrative may negatively influence your ethos for an audience.

Historical narratives (sometimes called documented narratives) are stories about a past person, place, or thing. They have power because they can prove and clarify an idea by using a common form— the story. By “historical” we do not mean that the story refers to something that happened many years ago, only that it has happened in the past and there were witnesses to validate the happening. Historical narratives are common in informative speeches.

Facts are observations, verified by multiple credible sources, that are true or false. The National Center for Science Education (2008) defines fact as:

an observation that has been repeatedly confirmed an . . . is accepted as ‘true.’ Truth in science, however, is never final and what is accepted as a fact today may be modified or even discarded tomorrow.

“The sun is a star” is an example of a fact. It’s been observed and verified based on current scientific understanding and categorization; however, future technology may update or disprove that fact.

In our modern information age, we recommend “fact-checking a fact” because misinformation can be presented as truth. This means verifying all facts through credible research (revisit the earlier chapter on research). Avoid taking factual information for granted and make sure that the evidence comes from reputable sources that are up-to-date.

S tatistics are the collection, analysis, comparison, and interpretation of numerical data. As evidence, they are useful in summarizing complex information, quantifying, or making comparisons. Statistics are powerful pieces of evidence because numbers appear straightforward. Numbers provide evidence that quantifies, and statistics can be helpful to clarify a concept or highlighting the depth of a problem.

You may be wondering, “What does this actually mean ?” (excuse our statistical humor). We often know a statistic when we find one, but it can be tricky to understand how a statistic was derived.

Averages and percentages are two common deployments of statistical evidence.

An “ a verage ” can be statistically misleading, but it often refers to the mean of a data set. You can determine the mean (or average) by adding up the figures and dividing by the number of figures present. If you’re giving a speech on climate change, you might note that, in 2015, the average summer temperature was 97 degrees while, in 1985, it was just 92 degrees.

When using statistics, comparisons can help translate the statistic for an audience. In the example above, 97 degrees may seem hot, but the audience has nothing to compare that statistic to. The 30-year comparison assists in demonstrating a change in temperature.

A percentag e expresses a proportion of out 100. For example, you might argue that “textbook costs have risen more than 1000% since 1977” (Popken, 2015). By using a statistical percentage, 1000% sounds pretty substantial. It may be important, however, to accompany your percentage with a comparison to assist the audience in understanding that “This is 3 times higher than the normal rate of inflation” (UTA Libraries). You might also clarify that “college textbooks have risen more than any other college-related cost” (Bureau of Labor Statistics, 2016).

You are responsible for the statistical information that you deploy. It’s all too common for us as information consumers to grab a quick statistic that sounds appealing, but that information may not be reliable.

Be aware of three major statistical issues: small samples, unrepresentative samples, and correlation as causation. In a small sample, an argument is being made from too few examples. In an unrepresentative sample, a conclusion is based on surveys of people who do not represent, or resemble, the ones to whom the conclusion is being applied. Finally, it’s common to conflate correlation as causation. In statistics, a correlation refers to the relationship between two variables while causation means that one variable resulted from the other. Be careful not to assume that a correlation means that something has caused the second.

A few other statistical tips:

• Use statistics as support, not as a main point. The audience may cringe or tune you out for saying, “Now I’d like to give you some statistics about the problem of gangs in our part of the state.” That sounds as exciting as reading the telephone book! Use the statistics to support an argument.
• Regarding sources, depend on the reliable ones. Use the earlier chapter on research as a guide to criticizing and evaluating credible sources.
• Do not overuse statistics. While there is no hard and fast rule on how many to use, there are other good supporting materials and you would not want to depend on statistics alone. You want to choose the statistics and numerical data that will strengthen your argument the most and drive your point home. Statistics can have emotional power as well as probative value if used sparingly.
• Explain your statistics as needed, but do not make your speech a statistics lesson. If you say, “My blog has 500 subscribers” to a group of people who know little about blogs, that might sound impressive, but is it? You can also provide a story of an individual, and then tie the individual into the statistic. After telling a story of the daily struggles of a young mother with multiple sclerosis, you could follow up with “This is just one story in the 400,000 people who suffer from MS in the United States today, according to National MS Society.”

Testimony is the words of others. As evidence, testimony can be valuable to gain insight into an expert or a peer’s opinion, experience, or expertise about a topic. Testimony can provide an audience with a relevant perspective that the speaker isn’t able to provide. We’ll discuss two types of testimony: expert and non-expert.

Expert Testimony

What is an expert? An expert is someone with recognized credentials, knowledge, education, and/or experience in a subject. To quote an expert on expertise, “To be an expert, someone needs to have considerable knowledge on a topic or considerable skill in accomplishing something” (Weinstein, 1993).

A campus bookstore manager could provide necessary testimony on the changing affordability of textbooks over time, for example. As someone working with instructors, students, and publishers, the manager would likely have an insight and a perspective that would be difficult to capture otherwise. They would provide unique and credible evidence.

In using expert testimony, you should follow these guidelines:

• Use the expert’s testimony in their relevant field. A person may have a Nobel Prize in economics, but that does not make them an expert in biology.
• Provide at least some of the expert’s relevant credentials.
• If you interviewed the expert yourself, make that clear in the speech also. “When I spoke with Dr. Mary Thompson, principal of Park Lake High School, on October 12, she informed me that . . .”

Expert testimony is one of your strongest supporting materials to prove your arguments. When integrating their testimony as evidence, make sure their testimony clearly supports your claim (rather than an interesting idea on the topic that is tangential to your assertions).

Non-Expert/Peer Testimony

Any quotation from a friend, family member, or classmate about an incident or topic would be peer testimony. It is useful in helping the audience understand a topic from a personal point of view. For example, you may draw on testimony from a campus student who was unable to afford their campus textbooks. While they may lack formalized expertise in textbook affordability, their testimony might demonstrate how the high cost limited their engagement with the class. Their perspective and insight would be valuable for an audience to hear.

The third component of any argument is the warrant. Warrants connect the evidence and the claim. They often answer the question, “what does this mean?” Warrants are an important component of a complete argument because they:

• Highlight the significance of the evidence;
• Detail how the evidence supports the claims;
• Outline the relevance of the claim and evidence to the audience.

For example, consider the claim that “communication studies provide necessary skills to land you a job.” To support that claim, you might locate a statistic and argue that, “The New York Times had a recent article stating that 80% of jobs want good critical thinking and interpersonal skills.” It’s unclear, however, how a communication studies major would prepare someone to fulfill those needs. To complete the argument, you could include a warrant that explains, “communication studies classes facilitate interpersonal skills and work to embed critical thinking activities throughout the curriculum.” You are connecting the job skills (critical thinking) from the evidence to the discipline (communication studies) from your claim.

Despite their importance, warrants are often excluded from arguments. As speechwriters and researchers, we spend lots of time with our information and evidence, and we take for granted what we know. If you are familiar with communication studies, the connection between the New York Times statistic referenced above and the assertion that communication studies provides necessary job skills may seem obvious. For an unfamiliar audience, the warrant provides more explanation and legitimacy to the evidence.

We know what you’re thinking: “Really? Do I always need an explicit warrant?”

Some warrants are indeed inferred , meaning that we often recognize the underlying warrant without it being explicitly stated. For example, I might say, “The baking time for my cookies was too hot. The cookies burned.” In this statement, I’m claiming that the temperature is too hot and using burnt cookies as the evidence. We could reasonably infer the warrant, i.e. “burnt cookies are a sign that they were in the oven for too long.”

Inferred warrants are common in everyday arguments and conversations; however, in a formal speech, having a clear warrant will increase the clarity of your argument. If you decide that no explicit warrant is needed, it’s still necessary to ask, “what does this argument mean for my thesis? What does it mean for my audience?” Your goal is to keep as many audience members listening as possible, and warrants allow you to think critically about the information that you’re presenting to that audience.

When writing warrants, keep the following insights in mind:

• Avoid exaggerating your evidence, and make sure your warrant honors what the evidence is capable of supporting;
• Center your thesis statement. Remember that your thesis statement, as your main argument, should be the primary focus when you’re explaining and warranting your evidence.
• A good warrant should be crafted with your content and context in mind. As you work on warrants, ask, “why is this claim/evidence important here? For this argument? Now? For this audience?”
• Say it with us: ethos, pathos, and logos! Warrants can help clarify the goal of your argument. What appeal are you using? Can the warrant amplify that appeal?

Now that you have a better understanding of each component of an argument, let’s conclude this section with a few complete examples.

Claim : The Iowa Wildcats will win the championship. Evidence: In 2019, the National Sporting Association found that the Wildcats had the most consistent and well-rounded coaching staff. Referees of the game agreed, and also praised the players’ ability for high scoring. Warrant: Good coaching and high scoring are probable indicators of past champions and, given this year’s findings, the Wildcats are on mark to win it all.

Here’s an example with a more general approach to track the potential avenues for evidence:

Claim: Sally Smith will win the presidential election. Evidence: [select evidence that highlights their probable win, including: they’ve won the most primaries; they won the Iowa caucus; they’re doing well in swing states; they have raised all the money; they have the most organized campaign.” Warrant: [based on your evidence selection, you can warrant why that evidence supports a presidential win].

Using Language Effectively

Claim, evidence, and warrant are useful categories when constructing or identifying a well-reasoned argument. However, a speech is much more than this simple structure over and over (how boring, huh?).

When we craft arguments, it’s tempting to view our audience as logic-seekers who rely solely on rationality, but that’s not true. Instead, Walter Fisher (1984) argues that humans are storytellers, and we make sense of the world through good stories. A good speech integrates argumentative components while telling a compelling story about your argument to the audience. A key piece of that story is how you craft the language—language aids in telling an effective story.

Language: What Do We Mean?

Language is any formal system of gestures, signs, sounds, and symbols used or conceived as a means of communicating thought, either through written, enacted, or spoken means. Linguists believe there are far more than 6,900 languages and distinct dialects spoken in the world today (Anderson, 2012). Despite being a formal system, language results in different interpretations and meanings for different audiences.

It is helpful for public speakers to keep this in mind, especially regarding denotative and connotative meaning. Wrench, Goding, Johnson, and Attias (2011) use this example to explain the difference:

When we hear or use the word “blue,” we may be referring to a portion of the visual spectrum dominated by energy with a wave-length of roughly 440–490 nanometers. You could also say that the color in question is an equal mixture of both red and green light. While both of these are technically correct ways to interpret the word “blue,” we’re pretty sure that neither of these definitions is how you thought about the word. When hearing the word “blue,” you may have thought of your favorite color, the color of the sky on a spring day, or the color of a really ugly car you saw in the parking lot. When people think about language, there are two different types of meanings that people must be aware of: denotative and connotative. (p. 407)

Denotative meaning is the specific meaning associated with a word. We sometimes refer to denotative meanings as dictionary definitions. The scientific definitions provided above for the word “blue” are examples of definitions that might be found in a dictionary. Connotative meaning is the idea suggested by or associated with a word at a cultural or personal level. In addition to the examples above, the word “blue” can evoke many other ideas:

• State of depression (feeling blue)
• Indication of winning (a blue ribbon)
• Side during the Civil War (blues vs. grays)
• Sudden event (out of the blue)
• States that lean toward the Democratic Party in their voting
• A slang expression for obscenity (blue comedy)

Given these differences, the language you select may have different interpretations and lead to different perspectives. As a speechwriter (and communicator), being aware of different interpretations can allow you to select language that is the most effective for your speaking context and audience.

Using Language to Craft Your Argument

Have you ever called someone a “wordsmith?” If so, you’re likely complimenting their masterful application of language. Language is not just something we use; it is part of who we are and how we think. As such, language can assist in clarifying your content and creating an effective message.

Achieve Clarity

Clear language is powerful language. If you are not clear, specific, precise, detailed, and sensory with your language, you won’t have to worry about being emotional or persuasive, because you won’t be understood. The goal of clarity is to reduce abstraction; clarity will allow your audience to more effectively track your argument and insight, especially because they only have one chance to listen.

Concreteness aids clarity. We usually think of concreteness as the opposite of abstraction. Language that evokes many different visual images in the minds of your audience is abstract language. Unfortunately, when abstract language is used, the images evoked might not be the ones you really want to evoke. Instead, work to be concrete, detailed, and specific. “Pity,” for example, is a bit abstract. How might you describe pity by using more concrete words?

Clear descriptions or definitions can aid in concreteness and clarity.

To define means to set limits on something; defining a word is setting limits on what it means, how the audience should think about the word, and/or how you will use it. We know there are denotative and connotative definitions or meanings for words, which we usually think of as objective and subjective responses to words. You only need to define words that would be unfamiliar to the audience or words that you want to use in a specialized way.

Describing is also helpful in clarifying abstraction. The key to description is to think in terms of the five senses: sight (visual:  how does the thing look in terms of color, size, shape); hearing (auditory: volume, musical qualities); taste (gustatory: sweet, bitter, salty, sour, gritty, smooth, chewy); smell (olfactory: sweet, rancid, fragrant, aromatic, musky); and feel (tactile: rough, silky, nubby, scratchy).

If you were, for example, talking about your dog, concrete and detailed language could assist in “bring your dog to life,” so to speak, in the moment.

• Boring and abstract: My dog is pretty great. He is well-behaved, cute, and is friendly to all of our neighbors. I get a lot of compliments about him, and I really enjoy hanging out with him outside in the summer.
• Concrete and descriptive: Buckley, my golden-brown Sharpei mix, is a one-of-a-kind hound. Through positive treat reinforcement, he learned to sit, shake, and lay down within one month. He will also give kisses with his large and wrinkly snout. He greets passing neighbors with a smile and enjoys Midwest sunbathing on our back deck in the 70-degree heat.

 Doesn’t the second description do the image more justice ? Being concrete and descriptive paints a picture for the audience and can increase your warrant’s efficacy. Being descriptive, however, doesn’t mean adding more words. In fact, you should aim to “reduce language clutter.” Your descriptions should still be purposeful and important.

Be Effective

Language achieves effectiveness by communicating the right message to the audience. Clarity contributes to effectiveness, but effectiveness also includes using familiar and interesting language.

Familiar language is language that your audience is accustomed to hearing and experiencing. Different communities and audiences use language differently. If you are part of an organization, team, or volunteer group, there may be language that is specific and commonly used in those circles. We call that language jargon , or specific, technical language that is used in a given community. If you were speaking to that community, drawing on those references would be appropriate because they would be familiar to that audience. For other audiences, drawing on jargon would be ineffective and either fail to communicate an idea to the audience or implicitly community that you haven’t translated your message well (reducing your ethos).

In addition to using familiar language, draw on language that’s accurate and interesting. This is difficult, we’ll admit it! But in a speech, your words are a key component of keeping the audience motivated to listen, so interesting language can peak and maintain audience interest.

Active language is interesting language. Active voice , when the subject in a sentence performs the action, can assist in having active and engaging word choices. An active sentence would read, “humans caused climate change” as opposed to a passive approach of, “climate change was caused by humans.” Place subjects at the forefront. A helpful resource on active voice can be found here.

You must, however, be reflexive in the language process.

Practicing Reflexivity

Language reflects our beliefs, attitudes, and values – words are the mechanism we use to communicate our ideas or insights. As we learned earlier in this book, communication both creates and is created by culture. When we select language, we are also representing and creating ideas and cultures – language has a lot of power.

To that end, language should be a means of inclusion and identification, rather than exclusion.

You might be thinking, “Well I am always inclusive in my language,” or “I’d never intentionally use language that’s not inclusive.” We understand, but intention is less important than effect.

Consider the term “millennial”— a categorization that refers to a particular age group. It can be useful to categorize different generations, particularly from a historical and contemporary perspective. However, people often argue that “millennials are the laziest generation” or “millennials don’t know hard work!” In these examples, the intention may be descriptive, but they are selecting language that perpetuates unfair and biased assumptions about millions of people. The language is disempowering (and the evidence, when present, is weak).

Language assists us in categorizing or understanding different cultures, ideas, or people; we rely on language to sort information and differentiate ourselves. In turn, language influences our perceptions, even in unconscious and biased ways.

The key is to practice reflexivity about language choices. Language isn’t perfect, so thinking reflexively about language will take time and practice.

For example, if you were crafting a hypothetical example about an experience in health care, you might open with a hypothetical example: “Imagine sitting for hours in the waiting room with no relief. Fidgeting and in pain, you feel hopeless and forgotten within the system. Finally, you’re greeted by the doctor and he escorts you to a procedure room.” It’s a great story and there is vivid and clear language. But are there any changes that you’d make to the language used?

Remember that this is a hypothetical example. Using reflexive thinking, we might question the use of “he” to describe the doctor. Are there doctors that are a “he”? Certainly. Are all doctors a “he”? Certainly not. It’s important to question how “he” gets generalized to stand-in for doctors or how we may assume that all credible doctors are men.

Practicing reflexivity means questioning the assumptions present in our language choices (like police men rather than police officers). Continue to be conscious of what language you draw on to describe certain people, places, or ideas. If you aren’t sure what language choices are best to describe a group, ask; listen, and don’t assume.

In this chapter, we discussed crafting complete, well-reasoned arguments. Claim, evidence, and warrant are helpful structural components when crafting arguments. Remember, too, that language plays a central role in telling a compelling story.

A series of statements in support of a claim, assertion, or proposition

speaker credibility

Appeals to reason or logic

Appeals to emotion

a declarative statement or assertion

proof or support for your claim

specific instances that illuminate a concept

stories that clarify, dramatize, and emphasize ideas

the collection, analysis, comparison, and interpretation of numerical data

the words of others

Warrants connect the evidence and the claim

we often recognize the underlying warrant without it being explicitly stated

the specific meaning associated with a word

the idea suggested by or associated with a word at a cultural or personal level

Setting limits on what it means, how the audience should think about the word, and/or how you will use it

specific, technical language that is used in a given community.

when the subject in a sentence performs the action

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Persuasive Speeches — Types, Topics, and Examples

What is a persuasive speech.

In a persuasive speech, the speaker aims to convince the audience to accept a particular perspective on a person, place, object, idea, etc. The speaker strives to cause the audience to accept the point of view presented in the speech.

The success of a persuasive speech often relies on the speaker’s use of ethos, pathos, and logos.

Ethos is the speaker’s credibility. Audiences are more likely to accept an argument if they find the speaker trustworthy. To establish credibility during a persuasive speech, speakers can do the following:

Use familiar language.

Select examples that connect to the specific audience.

Utilize credible and well-known sources.

Logically structure the speech in an audience-friendly way.

Use appropriate eye contact, volume, pacing, and inflection.

Pathos appeals to the audience’s emotions. Speakers who create an emotional bond with their audience are typically more convincing. Tapping into the audience’s emotions can be accomplished through the following:

Select evidence that can elicit an emotional response.

Use emotionally-charged words. (The city has a problem … vs. The city has a disease …)

Incorporate analogies and metaphors that connect to a specific emotion to draw a parallel between the reference and topic.

Utilize vivid imagery and sensory words, allowing the audience to visualize the information.

Employ an appropriate tone, inflection, and pace to reflect the emotion.

Logos appeals to the audience’s logic by offering supporting evidence. Speakers can improve their logical appeal in the following ways:

Use comprehensive evidence the audience can understand.

Confirm the evidence logically supports the argument’s claims and stems from credible sources.

Ensure that evidence is specific and avoid any vague or questionable information.

Types of persuasive speeches

The three main types of persuasive speeches are factual, value, and policy.

A factual persuasive speech focuses solely on factual information to prove the existence or absence of something through substantial proof. This is the only type of persuasive speech that exclusively uses objective information rather than subjective. As such, the argument does not rely on the speaker’s interpretation of the information. Essentially, a factual persuasive speech includes historical controversy, a question of current existence, or a prediction:

Historical controversy concerns whether an event happened or whether an object actually existed.

Questions of current existence involve the knowledge that something is currently happening.

Predictions incorporate the analysis of patterns to convince the audience that an event will happen again.

A value persuasive speech concerns the morality of a certain topic. Speakers incorporate facts within these speeches; however, the speaker’s interpretation of those facts creates the argument. These speeches are highly subjective, so the argument cannot be proven to be absolutely true or false.

A policy persuasive speech centers around the speaker’s support or rejection of a public policy, rule, or law. Much like a value speech, speakers provide evidence supporting their viewpoint; however, they provide subjective conclusions based on the facts they provide.

How to write a persuasive speech

Incorporate the following steps when writing a persuasive speech:

Step 1 – Identify the type of persuasive speech (factual, value, or policy) that will help accomplish the goal of the presentation.

Step 2 – Select a good persuasive speech topic to accomplish the goal and choose a position .

Step 3 – Locate credible and reliable sources and identify evidence in support of the topic/position. Revisit Step 2 if there is a lack of relevant resources.

Step 4 – Identify the audience and understand their baseline attitude about the topic.

Step 5 – When constructing an introduction , keep the following questions in mind:

What’s the topic of the speech?

What’s the occasion?

Who’s the audience?

What’s the purpose of the speech?

Step 6 – Utilize the evidence within the previously identified sources to construct the body of the speech. Keeping the audience in mind, determine which pieces of evidence can best help develop the argument. Discuss each point in detail, allowing the audience to understand how the facts support the perspective.

Step 7 – Addressing counterarguments can help speakers build their credibility, as it highlights their breadth of knowledge.

Step 8 – Conclude the speech with an overview of the central purpose and how the main ideas identified in the body support the overall argument.

Persuasive speech outline

One of the best ways to prepare a great persuasive speech is by using an outline. When structuring an outline, include an introduction, body, and conclusion:

Introduction

Attention Grabbers

Ask a question that allows the audience to respond in a non-verbal way; ask a rhetorical question that makes the audience think of the topic without requiring a response.

Incorporate a well-known quote that introduces the topic. Using the words of a celebrated individual gives credibility and authority to the information in the speech.

Offer a startling statement or information about the topic, typically done using data or statistics.

Provide a brief anecdote or story that relates to the topic.

Starting a speech with a humorous statement often makes the audience more comfortable with the speaker.

Provide information on how the selected topic may impact the audience .

Include any background information pertinent to the topic that the audience needs to know to understand the speech in its entirety.

Give the thesis statement in connection to the main topic and identify the main ideas that will help accomplish the central purpose.

Identify evidence

Summarize its meaning

Explain how it helps prove the support/main claim

Evidence 3 (Continue as needed)

Support 3 (Continue as needed)

Restate thesis

Review main supports

Concluding statement

Give the audience a call to action to do something specific.

Identify the overall importan ce of the topic and position.

Persuasive speech topics

The following table identifies some common or interesting persuasive speech topics for high school and college students:

Persuasive speech examples

The following list identifies some of history’s most famous persuasive speeches:

John F. Kennedy’s Inaugural Address: “Ask Not What Your Country Can Do for You”

Lyndon B. Johnson: “We Shall Overcome”

Marc Antony: “Friends, Romans, Countrymen…” in William Shakespeare’s Julius Caesar

Ronald Reagan: “Tear Down this Wall”

Sojourner Truth: “Ain’t I a Woman?”

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Persuasive Speech Outline, with Examples

March 17, 2021 - Gini Beqiri

A persuasive speech is a speech that is given with the intention of convincing the audience to believe or do something. This could be virtually anything – voting, organ donation, recycling, and so on.

A successful persuasive speech effectively convinces the audience to your point of view, providing you come across as trustworthy and knowledgeable about the topic you’re discussing.

So, how do you start convincing a group of strangers to share your opinion? And how do you connect with them enough to earn their trust?

Topics for your persuasive speech

We’ve made a list of persuasive speech topics you could use next time you’re asked to give one. The topics are thought-provoking and things which many people have an opinion on.

When using any of our persuasive speech ideas, make sure you have a solid knowledge about the topic you’re speaking about – and make sure you discuss counter arguments too.

Here are a few ideas to get you started:

• All school children should wear a uniform
• Facebook is making people more socially anxious
• It should be illegal to drive over the age of 80
• Lying isn’t always wrong
• The case for organ donation

Read our full list of  75 persuasive speech topics and ideas .

Preparation: Consider your audience

As with any speech, preparation is crucial. Before you put pen to paper, think about what you want to achieve with your speech. This will help organise your thoughts as you realistically can only cover 2-4 main points before your  audience get bored .

It’s also useful to think about who your audience are at this point. If they are unlikely to know much about your topic then you’ll need to factor in context of your topic when planning the structure and length of your speech. You should also consider their:

• Cultural or religious backgrounds
• Shared concerns, attitudes and problems
• Shared interests, beliefs and hopes
• Baseline attitude – are they hostile, neutral, or open to change?

The factors above will all determine the approach you take to writing your speech. For example, if your topic is about childhood obesity, you could begin with a story about your own children or a shared concern every parent has. This would suit an audience who are more likely to be parents than young professionals who have only just left college.

Remember the 3 main approaches to persuade others

There are three main approaches used to persuade others:

The ethos approach appeals to the audience’s ethics and morals, such as what is the ‘right thing’ to do for humanity, saving the environment, etc.

Pathos persuasion is when you appeal to the audience’s emotions, such as when you  tell a story  that makes them the main character in a difficult situation.

The logos approach to giving a persuasive speech is when you appeal to the audience’s logic – ie. your speech is essentially more driven by facts and logic. The benefit of this technique is that your point of view becomes virtually indisputable because you make the audience feel that only your view is the logical one.

• Ethos, Pathos, Logos: 3 Pillars of Public Speaking and Persuasion

Ideas for your persuasive speech outline

1. structure of your persuasive speech.

The opening and closing of speech are the most important. Consider these carefully when thinking about your persuasive speech outline. A  strong opening  ensures you have the audience’s attention from the start and gives them a positive first impression of you.

You’ll want to  start with a strong opening  such as an attention grabbing statement, statistic of fact. These are usually dramatic or shocking, such as:

Sadly, in the next 18 minutes when I do our chat, four Americans that are alive will be dead from the food that they eat – Jamie Oliver

Another good way of starting a persuasive speech is to include your audience in the picture you’re trying to paint. By making them part of the story, you’re embedding an emotional connection between them and your speech.

You could do this in a more toned-down way by talking about something you know that your audience has in common with you. It’s also helpful at this point to include your credentials in a persuasive speech to gain your audience’s trust.

Obama would spend hours with his team working on the opening and closing statements of his speech.

2. Stating your argument

You should  pick between 2 and 4 themes  to discuss during your speech so that you have enough time to explain your viewpoint and convince your audience to the same way of thinking.

It’s important that each of your points transitions seamlessly into the next one so that your speech has a logical flow. Work on your  connecting sentences  between each of your themes so that your speech is easy to listen to.

Your argument should be backed up by objective research and not purely your subjective opinion. Use examples, analogies, and stories so that the audience can relate more easily to your topic, and therefore are more likely to be persuaded to your point of view.

3. Addressing counter-arguments

Any balanced theory or thought  addresses and disputes counter-arguments  made against it. By addressing these, you’ll strengthen your persuasive speech by refuting your audience’s objections and you’ll show that you are knowledgeable to other thoughts on the topic.

When describing an opposing point of view, don’t explain it in a bias way – explain it in the same way someone who holds that view would describe it. That way, you won’t irritate members of your audience who disagree with you and you’ll show that you’ve reached your point of view through reasoned judgement. Simply identify any counter-argument and pose explanations against them.

• Complete Guide to Debating

4. Closing your speech

Your closing line of your speech is your last chance to convince your audience about what you’re saying. It’s also most likely to be the sentence they remember most about your entire speech so make sure it’s a good one!

The most effective persuasive speeches end  with a  call to action . For example, if you’ve been speaking about organ donation, your call to action might be asking the audience to register as donors.

Practice answering AI questions on your speech and get  feedback on your performance .

If audience members ask you questions, make sure you listen carefully and respectfully to the full question. Don’t interject in the middle of a question or become defensive.

You should show that you have carefully considered their viewpoint and refute it in an objective way (if you have opposing opinions). Ensure you remain patient, friendly and polite at all times.

Example 1: Persuasive speech outline

This example is from the Kentucky Community and Technical College.

Specific purpose

To persuade my audience to start walking in order to improve their health.

Central idea

Regular walking can improve both your mental and physical health.

Introduction

Let’s be honest, we lead an easy life: automatic dishwashers, riding lawnmowers, T.V. remote controls, automatic garage door openers, power screwdrivers, bread machines, electric pencil sharpeners, etc., etc. etc. We live in a time-saving, energy-saving, convenient society. It’s a wonderful life. Or is it?

Continue reading

Example 2: Persuasive speech

Tips for delivering your persuasive speech

• Practice, practice, and practice some more . Record yourself speaking and listen for any nervous habits you have such as a nervous laugh, excessive use of filler words, or speaking too quickly.
• Show confident body language . Stand with your legs hip width apart with your shoulders centrally aligned. Ground your feet to the floor and place your hands beside your body so that hand gestures come freely. Your audience won’t be convinced about your argument if you don’t sound confident in it. Find out more about  confident body language here .
• Don’t memorise your speech word-for-word  or read off a script. If you memorise your persuasive speech, you’ll sound less authentic and panic if you lose your place. Similarly, if you read off a script you won’t sound genuine and you won’t be able to connect with the audience by  making eye contact . In turn, you’ll come across as less trustworthy and knowledgeable. You could simply remember your key points instead, or learn your opening and closing sentences.
• Remember to use facial expressions when storytelling  – they make you more relatable. By sharing a personal story you’ll more likely be speaking your truth which will help you build a connection with the audience too. Facial expressions help bring your story to life and transport the audience into your situation.
• Keep your speech as concise as possible . When practicing the delivery, see if you can edit it to have the same meaning but in a more succinct way. This will keep the audience engaged.

The best persuasive speech ideas are those that spark a level of controversy. However, a public speech is not the time to express an opinion that is considered outside the norm. If in doubt, play it safe and stick to topics that divide opinions about 50-50.

Bear in mind who your audience are and plan your persuasive speech outline accordingly, with researched evidence to support your argument. It’s important to consider counter-arguments to show that you are knowledgeable about the topic as a whole and not bias towards your own line of thought.

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Module 10: Persuasive Speaking

Structure of a persuasive speech, learning objectives.

Identify characteristic structures of a persuasive speech.

In many ways, a persuasive speech is structured like an informative speech. It has an introduction with an attention-getter and a clear thesis statement. It also has a body where the speaker presents their main points and it ends with a conclusion that sums up the main point of the speech.

The biggest difference is that the primary purpose of an informative speech is to explain whereas the primary purpose of a persuasive speech is to advocate the audience adopt a point of view or take a course of action. A persuasive speech, in other words, is an argument  supported by well-thought-out reasons and relevant, appropriate, and credible supporting evidence.

We can classify persuasive speeches into three broad categories:

• The widely used pesticide Atrazine is extremely harmful to amphibians.
• All house-cats should  be kept indoors to protect the songbird population.
• Offshore tax havens, while legal, are immoral and unpatriotic .

The organizational pattern we select and the type of supporting material we use should support the overall argument we are making.

The informative speech organizational patterns we covered earlier can work for a persuasive speech as well. In addition, the following organization patterns are especially suited to persuasive speeches (these are covered in more detail in Module 6: Organizing and Outlining Your Speech):

• Causal : Also known as cause-effect, the causal pattern describes some cause and then identifies what effects resulted from the cause. This can be a useful pattern to use when you are speaking about the positive or negative consequences of taking a particular action.
• Problem-solution : With this organizational pattern, you provide two main points. The first main point focuses on a problem that exists and the second details your proposed solution to the problem. This is an especially good organization pattern for speeches arguing for policy changes.
• Problem-cause-solution: This is a variation of the problem-solution organizational pattern. A three-step organizational pattern where the speaker starts by explaining the problem, then explains the causes of the problem, and lastly proposes a solution to the problem.
• Comparative advantage : A speaker compares two or more things or ideas and explains why one of the things or ideas has more advantages or is better than the other.
• Monroe’s motivated sequence : An organizational pattern that is a more elaborate variation of the problem-cause-solution pattern.  We’ll go into more depth on Monroe’s motivated sequence on the next page.
• Structure of a Persuasive Speech. Authored by : Mike Randolph with Lumen Learning. License : CC BY: Attribution

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17.2 Types of Persuasive Speeches

Learning objectives.

• Differentiate among the four types of persuasive claims.
• Understand how the four types of persuasive claims lead to different types of persuasive speeches.
• Explain the two types of policy claims.

Burns Library, Boston College – Maya Angelou – CC BY-NC-ND 2.0.

Obviously, there are many different persuasive speech topics you could select for a public speaking class. Anything from localized claims like changing a specific college or university policy to larger societal claims like adding more enforcement against the trafficking of women and children in the United States could make for an interesting persuasive speech. You’ll notice in the previous sentence we referred to the two topics as claims. In this use of the word “claim,” we are declaring the goodness or positivity of an attitude, value, belief, or behavior that others may dispute. As a result of the dispute between our perceptions of the goodness of an attitude, value, belief, or behavior and the perceptions of others, we attempt to support the claim we make using some sort of evidence and logic as we attempt to persuade others. There are four common claims that can be made: definitional, factual, policy, and value.

Definitional Claims

The first common types of claims that a persuasive speaker can make are definitional or classification claims. Definitional claims are claims over the denotation or classification of what something is. In essence, we are trying to argue for what something is or what something is not. Most definitional claims falling to a basic argument formula:

X is (or is not) a Y because it has (or does not have) features A , B , or C .

For example, maybe you’re trying to persuade your class that while therapeutic massage is often performed on nude clients, it is not a form of prostitution. You could start by explaining what therapeutic massage is and then what prostitution is. You could even look at the legal definition of prostitution and demonstrate to your peers that therapeutic massage does not fall into the legal definition of prostitution because it does not involve the behaviors characterized by that definition.

Factual Claims

Factual claims set out to argue the truth or falsity of an assertion. Some factual claims are simple to answer: Barack Obama is the first African American President; the tallest man in the world, Robert Wadlow, was eight feet and eleven inches tall; Facebook wasn’t profitable until 2009. All these factual claims are well documented by evidence and can be easily supported with a little research.

However, many factual claims cannot be answered absolutely. Some factual claims are simply hard to determine the falsity or trueness of because the final answer on the subject has not been discovered (e.g., when is censorship good, what rights should animals have, when does life begin). Probably the most historically interesting and consistent factual claim is the existence of a higher power, God, or other religious deity. The simple fact of the matter is that there is not enough evidence to clearly answer this factual claim in any specific direction, which is where the notion of faith must be involved in this factual claim.

Other factual claims that may not be easily answered using evidence are predictions of what may or may not happen. For example, you could give a speech on the future of climate change or the future of terrorism in the United States. While there may be evidence that something will happen in the future, unless you’re a psychic, you don’t actually know what will happen in the future.

When thinking of factual claims, it often helps to pretend that you’re putting a specific claim on trial and as the speaker your job is to defend your claim as a lawyer would defend a client. Ultimately, your job is to be more persuasive than your audience members who act as both opposition attorneys and judges.

Policy Claims

The third common claim that is seen in persuasive speeches is the policy claim —a statement about the nature of a problem and the solution that should be implemented. Policy claims are probably the most common form of persuasive speaking because we live in a society surrounded by problems and people who have ideas about how to fix these problems. Let’s look at a few examples of possible policy claims:

• The United States should stop capital punishment.
• The United States should become independent from the use of foreign oil.
• Human cloning for organ donations should be legal.
• Nonviolent drug offenders should be sent to rehabilitation centers and not prisons.
• The tobacco industry should be required to pay 100 percent of the medical bills for individuals dying of smoking-related cancers.
• The United States needs to invest more in preventing poverty at home and less in feeding the starving around the world.

Each of these claims has a clear perspective that is being advocated. Policy claims will always have a clear and direct opinion for what should occur and what needs to change. When examining policy claims, we generally talk about two different persuasive goals: passive agreement and immediate action.

Gain Passive Agreement

When we attempt to gain the passive agreement of our audiences, our goal is to get our audiences to agree with what we are saying and our specific policy without asking the audience to do anything to enact the policy. For example, maybe your speech is on why the Federal Communications Commission should regulate violence on television like it does foul language (i.e., no violence until after 9 p.m.). Your goal as a speaker is to get your audience to agree that it is in our best interest as a society to prevent violence from being shown on television before 9 p.m., but you are not seeking to have your audience run out and call their senators or congressmen or even sign a petition. Often the first step in larger political change is simply getting a massive number people to agree with your policy perspective.

Let’s look at a few more passive agreement claims:

• Racial profiling of individuals suspected of belonging to known terrorist groups is a way to make America safer.
• Requiring American citizens to “show their papers” is a violation of democracy and resembles tactics of Nazi Germany and communist Russia.
• Colleges and universities should voluntarily implement a standardized testing program to ensure student learning outcomes are similar across different institutions.

In each of these claims, the goal is to sway one’s audience to a specific attitude, value, or belief, but not necessarily to get the audience to enact any specific behaviors.

Gain Immediate Action

The alternative to passive agreement is immediate action, or persuading your audience to start engaging in a specific behavior. Many passive agreement topics can become immediate action-oriented topics as soon as you tell your audience what behavior they should engage in (e.g., sign a petition, call a senator, vote). While it is much easier to elicit passive agreement than to get people to do something, you should always try to get your audience to act and do so quickly. A common mistake that speakers make is telling people to enact a behavior that will occur in the future. The longer it takes for people to engage in the action you desire, the less likely it is that your audience will engage in that behavior.

Here are some examples of good claims with immediate calls to action:

• College students should eat more fruit, so I am encouraging everyone to eat the apple I have provided you and start getting more fruit in your diet.
• Teaching a child to read is one way to ensure that the next generation will be stronger than those that have come before us, so please sign up right now to volunteer one hour a week to help teach a child to read.
• The United States should reduce its nuclear arsenal by 20 percent over the next five years. Please sign the letter provided encouraging the president to take this necessary step for global peace. Once you’ve signed the letter, hand it to me, and I’ll fax it to the White House today.

Each of these three examples starts with a basic claim and then tags on an immediate call to action. Remember, the faster you can get people to engage in a behavior the more likely they actually will.

Value Claims

The final type of claim is a value claim , or a claim where the speaker is advocating a judgment claim about something (e.g., it’s good or bad, it’s right or wrong, it’s beautiful or ugly, moral or immoral).

Let’s look at three value claims. We’ve italicized the evaluative term in each claim:

• Dating people on the Internet is an immoral form of dating.
• SUVs are gas guzzling monstrosities .
• It’s unfair for pregnant women to have special parking spaces at malls, shopping centers, and stores.

Each of these three claims could definitely be made by a speaker and other speakers could say the exact opposite. When making a value claim, it’s hard to ascertain why someone has chosen a specific value stance without understanding her or his criteria for making the evaluative statement. For example, if someone finds all forms of technology immoral, then it’s really no surprise that he or she would find Internet dating immoral as well. As such, you need to clearly explain your criteria for making the evaluative statement. For example, when we examine the SUV claim, if your criteria for the term “gas guzzling monstrosity” are ecological impact, safety, and gas consumption, then your evaluative statement can be more easily understood and evaluated by your audience. If, however, you state that your criterion is that SUVs are bigger than military vehicles and shouldn’t be on the road, then your statement takes on a slightly different meaning. Ultimately, when making a value claim, you need to make sure that you clearly label your evaluative term and provide clear criteria for how you came to that evaluation.

Key Takeaways

• There are four types of persuasive claims. Definition claims argue the denotation or classification of what something is. Factual claims argue the truth or falsity about an assertion being made. Policy claims argue the nature of a problem and the solution that should be taken. Lastly, value claims argue a judgment about something (e.g., it’s good or bad, it’s right or wrong, it’s beautiful or ugly, moral or immoral).
• Each of the four claims leads to different types of persuasive speeches. As such, public speakers need to be aware what type of claim they are advocating in order to understand the best methods of persuasion.
• In policy claims, persuaders attempt to convince their audiences to either passively accept or actively act. When persuaders attempt to gain passive agreement from an audience, they hope that an audience will agree with what is said about a specific policy without asking the audience to do anything to enact the policy. Gaining immediate action, on the other hand, occurs when a persuader gets the audience to actively engage in a specific behavior.
• Look at the list of the top one hundred speeches in the United States during the twentieth century compiled by Stephen E. Lucas and Martin J. Medhurst ( http://www.americanrhetoric.com/top100speechesall.html ). Select a speech and examine the speech to determine which type of claim is being made by the speech.
• Look at the list of the top one hundred speeches in the United States during the twentieth century compiled by Stephen E. Lucas and Martin J. Medhurst and find a policy speech ( http://www.americanrhetoric.com/top100speechesall.html ). Which type of policy outcome was the speech aimed at achieving—passive agreement or immediate action? What evidence do you have from the speech to support your answer?

Stand up, Speak out Copyright © 2016 by University of Minnesota is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License , except where otherwise noted.

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Public Speaking - COM 231: Informative and Persuasive Speeches

• Informative and Persuasive Speeches
• Find Articles and Videos
• Evaluating Information
• Avoiding Plagiarism
• MLA Citation
• In-Class Activity

Informative Speaking

Informative speaking generally centers on talking about people, events, processes, places, or things. Informing an audience about one of these subjects without being persuasive is often a difficult task to complete. For example, a speech informing an audience about growing peace lilies as houseplants might ultimately persuade the audience to buy and grow peace lilies. All speech has an effect that might enable individuals to self-persuade themselves. The line walked during an informative speech, as opposed to a persuasive speech, is to not make persuasion an explicit and obvious goal. An informative speech on peace lilies might cover both the advantages and disadvantages of these houseplants; a persuasive speech would take a firm position on the virtues of peace lilies.

Tips for Informative Speaking

Analyze the audience. What can the audience be reasonably expected to know? If talking to a field of medical professional about cloning, they likely know the basics of DNA. An audience of lay people might not be so fluent in the language of biomedical engineering, and so basic concepts like this will have to be explained. Never presume that an audience has a thorough background in the subject.

Use appropriate language. What are the norms for speaking style for the audience? If they expect lots of jargon and specialized language, the speech should be peppered with such language or else the audience will feel like they are being talked down to. If the audience is unfamiliar with these technical terms, avoid using them or introduce them with an explanation of what they mean.

Explain the importance of the topic. Why should the audience listen? Will this information improve their lives in some meaningful way? Especially with a captive--involuntary--audience, a speaker must establish a connection between their topic and the interests of the audience.

Express interest in the subject material. Why should an audience listen if the speaker seems just as bored as they do? A speaker who confesses their own interest in the topic might activate the audience to share a similar interest.

Show, don't tell. Don't most people learn through doing or seeing? Being told about a process, like cloning, could be informative, but probably not have as great an impact as being shown the process with pictures or perhaps even lab equipment. Informative speeches often benefit from a demonstration or visual aid. Technology can assist "showing" when the subject is not easily brought physically into the room (imagine the troubles of an informative speech on the sun if a prop was required!)

Be specific. Informative speeches thrive on detail, and dive on generalities. If speaking about basket weaving, carefully note what types of weaving materials work and do not work for basket making. Audiences are often impressed by detail, but be careful not to become so detail-oriented that the big picture of the speech is lost (missing the forest for the trees).

From the University of Pittsburgh

Persuasive Speaking

Persuasive speaking is the type of speaking that most people engage in the most. This type of speech can involve everything from arguing about politics to talking about what to eat for dinner. Persuasive speaking is very connected to the audience, as the speaker must, in a sense, meet the audience halfway. Persuasion, obviously, is not entirely controlled by the speaker--persuasion occurs when an audience assents to what a speaker says. Consequently, persuasive speaking requires extra attention to audience analysis.

Traditionally, persuasion involves ethos (credibility), logos (logic), and pathos (emotion). By performing these three elements competently, a speaker can enhance their persuasive power.

Tips for Persuasive Speaking

Recognize that the audience is constantly processing what the speaker is saying. Nonverbal reactions are common for an audience listening to a persuasive speech--a furrowed brow, nodding head, or rolling eyes can be signals from audience members that they either like or dislike what the speaker is saying. Acknowledging these nonverbal reactions can help a speaker explain more in detail certain points.

Identify the target audience. In almost any persuasive speaking situation, there will be a subset of the audience that agrees, that disagrees, and that are undecided about the topic. Preaching to the choir--speaking to persuade those that already believe the speaker--might consolidate the audiences' beliefs but has little benefit beyond that. Trying to persuade the segment of the audience that adamantly disagrees with the perspective voiced is generally unlikely (though not unheard of). Therefore, a speaker ought to focus on the part of the audience that is undecided on the issue. Speaking more directly to this group of undecideds allows a speaker to tailor their speech more towards their concerns.

Pre-empt common objections. Many audience members might be skeptical of the viewpoint advanced by a presenter. Consequently, an orator ought to acknowledge and respond to these objections within the speech. This approach might answer some of the questions that audience members might be asking of themselves.

Most persuasive speeches concern questions of fact, value, or policy. Issues of fact are similar to informative speeches in that they review findings. The difference is that persuasive speeches make judgments about which findings are accurate. Issues of value tackle the time-honored questions of what is good, right, or beautiful. Values can be either individually, communally, or nationally held, and are thus contentious and often clashing. Issues of policy concern what actions should be taken to resolve a particular problem. Policy questions posit a problem and a solution.

Articulate the goals of the speech. Does the speaker want the audience to sign a petition, write their legislator, boycott a product, talk to their friends, buy a certain product, or take some other tangible action? Oftentimes, the conclusion enables a speaker to make a call to action that is the culmination of a persuasive speech.

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