410 ChAPTER 17^ stUDY gUiDe
emotions include using examples; emotion-arousing words; nonverbal behav-
ior; selected appeals to fear; and appeals to such emotions as hope, pride, cour-
age, and the revered.
key terms
Emotional response theory
Myth
Demagogue17.4 adapt your persuasive message to receptive, neutral, and unreceptive
audiences.
Consider the following strategies to adapt ideas to people and people to ideas:
• To persuade the receptive audience: Identify with the audience. State your
speaking objectives. Tell the audience members what you want them to do.
Ask for an immediate show of support. Use emotional appeals effectively.
Make it easy for your listeners to act.
• To persuade the neutral audience: Capture your listeners’ attention early in
your speech by referring to beliefs that many listeners share. Relate your
topic not only to your listeners but also to their families, friends, and loved
ones. Be realistic in what you expect to accomplish.
• For an unreceptive audience: Don’t immediately announce that you plan to
change your listeners’ minds. Begin your speech by noting areas of agree-
ment before you discuss areas of disagreement. Establish your credibility
early in your message. Acknowledge the opposing points of view that
members of your audience may hold. Consider making understanding
rather than advocacy your goal. Advance your strongest argument first.
Don’t expect a major shift in attitude from a hostile audience.17.5 Identify and use strategies for effectively organizing a persuasive
speech.
Four patterns for organizing a persuasive speech are problem–solution, refuta-
tion, cause and effect, and the motivated sequence. The five steps of the moti-
vated sequence are attention, need, satisfaction, visualization, and action. Adapt
the motivated sequence to your specific audience and persuasive objective.