Learning Objectives
- Understand three common organizational patterns for persuasive speeches.
- Explain the steps utilized in Monroe’s motivated sequence.
- Explain the parts of a problem-cause-solution speech.
- Explain the process utilized in a comparative advantage persuasive speech.
Previously in this text we discussed general guidelines for organizing speeches. In this section, we are going to look at three organizational patterns ideally suited for persuasive speeches: Monroe’s motivated sequence, problem-cause-solution, and comparative advantages.
Monroe’s Motivated Sequence
One of the most commonly cited and discussed organizational patterns for persuasive speeches is Alan H. Monroe’s motivated sequence. The purpose of Monroe’s motivated sequence is to help speakers “sequence supporting materials and motivational appeals to form a useful organizational pattern for speeches as a whole” (German et al., 2010).
While Monroe’s motivated sequence is commonly discussed in most public speaking textbooks, we do want to provide one minor caution. Thus far, almost no research has been conducted that has demonstrated that Monroe’s motivated sequence is any more persuasive than other structural patterns. In the only study conducted experimentally examining Monroe’s motivated sequence, the researchers did not find the method more persuasive, but did note that audience members found the pattern more organized than other methods (Micciche, Pryor, & Butler, 2000). We wanted to add this sidenote because we don’t want you to think that Monroe’s motivated sequence is a kind of magic persuasive bullet; the research simply doesn’t support this notion. At the same time, research does support that organized messages are perceived as more persuasive as a whole, so using Monroe’s motivated sequence to think through one’s persuasive argument could still be very beneficial.
Table 17.1 “Monroe’s Motivated Sequence” lists the basic steps of Monroe’s motivated sequence and the subsequent reaction a speaker desires from his or her audience.
Table 17.1 Monroe’s Motivated Sequence
| Steps | Audience Response |
|---|---|
| Attention—Getting Attention | I want to listen to the speaker. |
| Need—Showing the Need, Describing the Problem | Something needs to be done about the problem. |
| Satisfaction—Satisfying the Need, Presenting the Solution | In order to satisfy the need or fix the problem this is what I need to do. |
| Visualization—Visualizing the Results | I can see myself enjoying the benefits of taking action. |
| Action—Requesting Audience Action or Approval | I will act in a specific way or approve a decision or behavior. |
Attention
The first step in Monroe’s motivated sequence is the attention step, in which a speaker attempts to get the audience’s attention. To gain an audience’s attention, we recommend that you think through three specific parts of the attention step. First, you need to have a strong attention-getting device. As previously discussed in Chapter