The Persuasion Factor

"To be, or not to be..." "Fourscore and seven years ago..." "I have a dream..." Why is it that more than half of the Americans who hear these popular phrases would probably be able to continue on with more of these speeches? What is it that makes these speeches by William Shakespeare, Abraham Lincoln, and Dr. Martin Luther King Jr. so memorable?

First of all, speeches are often given in an effort to persuade or confirm people's beliefs on a certain certain issue. The ideas behind a well-written speech help to form attitudes, which are the basis of opinions. When strong enough, these opinions drive people to act for the betterment of their cause.

The problem is it is difficult to sway opinion, especially those that are deeply rooted. People resist change; however, it is easier to influence an opinion if people don't feel that they are being asked to change their standpoint on an issue as a whole but, rather, an aspect of that issue.

Speeches can better persuade people when they appeal to certain human emotions. A well-written speech may be personal. In this case, the words are directed at a person's emotional nature. People like to feel as if they are individuals and are important to the social structure. This is, perhaps, the most effective form of persuasion. Pointing out how "your" views on this issue are important tends to drop a sense of responsibility into the lap of those listening. They feel more willing to take a stance on a matter. 

A persuasive speech might appeal to a person's cultural, educational, or religious background. This helps people to feel connected, which generally helps these groups to unify and be similar in their beliefs.

Dr. Martin Luther King Jr.'s "I have a dream" speech effectively employs a personal appeal to all those who have kids. His words ring true from a racial perspective, not one race but all races who were tired of discrimination.


http://www.americanrhetoric.com/top100speechesall.html