11.5: Glossary

·      Action – The final step in Monroe’s Motivated Sequence, where the speaker calls the audience to take a specific, realistic step or approve a proposed belief, attitude, or behavior.

·       Arrangement – One of Cicero’s five canons of rhetoric, referring to the organization and structure of a speech to maximize clarity and impact.

·       Attitudes – Judgments about whether something is good or bad, right or wrong, which can be influenced through persuasive communication.

·       Beliefs – Statements or ideas accepted as true by an individual or audience; these can be core beliefs (deeply held and resistant to change) or dispositional beliefs (more flexible and easier to shift).

·       Comparative Advantages – A persuasive organizational pattern that compares two or more options and explains why one is more beneficial than the others.

·       Definitional Claim – A type of persuasive argument focused on defining or classifying something by asserting what it is or is not based on its characteristics.

·       Delivery – One of Cicero’s five canons of rhetoric, referring to how a message is presented, including elements like voice, posture, gestures, and visual design.

·       Disposition (Dispositio) – See Arrangement.

·       Ethical Persuasion – The practice of influencing others with honesty, transparency, and respect, avoiding manipulation or coercion.

·       Ethos – A rhetorical appeal based on the speaker’s credibility, character, and trustworthiness.

·       Factual Claim – A type of persuasive argument focused on whether something is true or false or whether an event will happen.

·       Five Canons of Rhetoric – A classical framework for crafting effective messages, consisting of invention, arrangement, style, memory, and delivery.

·       Invention – One of Cicero’s five canons of rhetoric, referring to the process of generating ideas and arguments during the planning stage of a speech.

·       Logos – A rhetorical appeal based on logic, evidence, reasoning, and the internal consistency of an argument.

·       Memory – One of Cicero’s five canons of rhetoric, referring to the speaker’s mastery of their material and ability to adapt or respond without relying solely on note

·       Monroe’s Motivated Sequence – A five-step persuasive organizational pattern (Attention, Need, Satisfaction, Visualization, Action) designed to motivate audiences toward specific beliefs or actions.

·       Need – The second step in Monroe’s Motivated Sequence, where the speaker identifies a clear problem that requires action.

·       Pathos – A rhetorical appeal that aims to influence an audience’s emotions, values, and beliefs.

·       Persuasion – The process of influencing an audience’s attitudes, values, beliefs, or behaviors through communication.

·       Policy Claim – A type of persuasive argument that proposes a specific action or solution to address a problem.

·       Problem-Cause-Solution – A persuasive organizational pattern that explains a problem, identifies its causes, and proposes a solution.

·       Satisfaction – The third step in Monroe’s Motivated Sequence, where the speaker offers a clear solution to the problem identified in the Need step.

·       Style – One of Cicero’s five canons of rhetoric, referring to choices in language, tone, and pacing that shape how a message is received.

·       Value Claim – A type of persuasive argument that makes a judgment about whether something is good or bad, right or wrong, or fair or unfair.

·       Values – Deeply held beliefs about what is important or worthwhile, often guiding attitudes and behaviors

·       Visualization – The fourth step in Monroe’s Motivated Sequence, where the speaker helps the audience imagine the positive outcomes of adopting a proposal or the negative outcomes of ignoring it.