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 adopt 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: Ideas or statements accepted as true by an individual or audience. Core beliefs tend to be deeply held and resistant to change, while dispositional beliefs are often more flexible.
• 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 voice, posture, gestures, movement, and visual design.
• Disposition (Dispositio): The classical rhetorical term for arrangement; the organization and structure of a speech.
• Ethical Persuasion: The practice of influencing others with honesty, transparency, and respect while 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 occur.
• 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, evidence, 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 a speaker’s mastery of their material and ability to adapt without relying entirely on notes.
• Monroe’s Motivated Sequence: A five-step persuasive organizational pattern (Attention, Need, Satisfaction, Visualization, Action) designed to motivate audiences toward a specific belief or action.
• Need: The second step in Monroe’s Motivated Sequence, where the speaker identifies a problem, issue, or unmet need that requires attention.
• Pathos: A rhetorical appeal that seeks to influence an audience’s emotions, values, and beliefs.
• Persuasion: The process of influencing an audience’s attitudes, beliefs, values, or behaviors through communication.
• Policy Claim: A type of persuasive argument that advocates a specific course of action or solution to a problem.
• Problem-Cause-Solution Pattern: A persuasive organizational pattern that identifies a problem, explains its causes, and proposes a solution.
• Satisfaction: The third step in Monroe’s Motivated Sequence, where the speaker presents a practical solution to the problem identified in the Need step.
• Style: One of Cicero’s Five Canons of Rhetoric, referring to language choices, tone, word selection, 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, desirable, or worthwhile that often guide attitudes and behavior.
• Visualization: The fourth step in Monroe’s Motivated Sequence, where the speaker helps the audience imagine the positive consequences of adopting a proposal or the negative consequences of ignoring it.