Determine Your Purpose Analyze Your Audience Appeal to Your Audience Using Logic Appeal to Your Audience Using Emotion Use Research to Prove Your Points Choose Your Language Carefully
Appeal to Your Audience Using Your Credibility
Expertise Dynamism Trustworthiness Ethics
Structure Your Material Effectively
Questions of Fact, Value, and Policy One-Sided versus Two-Sided Arguments Order of Presentation
The Internet and the Persuasive Speech
Sample Speech
Chapter Review
Summary Key Terms and Concepts Questions to Review
