Persuasion Claims Slides
Stephen E. Lucas • The Art of Public Speaking (13th Ed.)
Persuasive Claims: Fact, Value, or Policy?
Chapter 16
Copyable Quick Guide
1. FACT "What is?"
Truth or Falsity
Argues whether an assertion is true or false, happened, or will happen.
Speaker Role: Advocate proving a partisan viewpoint from data.
Textbook Example:
"Refined sugar is harmful to human health."
2. VALUE "What is right?"
Worth & Morality
Judges whether something is good or bad, moral, fair, or justified.
Golden Rule: Must establish a clear standard to judge by.
Textbook Example:
"Consuming refined sugar violates our moral duty."
3. POLICY "What to do?"
Action & Change
Advocates whether a specific course of action should or should not be taken.
Key Word: Always includes "SHOULD" or "OUGHT"
Textbook Example:
"Refined sugar should be regulated by law."
Memory Formula: FACT: Is it true? • VALUE: Is it right? • POLICY: What should we do?
Slide 1 of 5
Lucas Chapter 16 • The Art of Public Speaking
Questions of Fact: The Advocate's Case
Fact Claim
Textbook Definition
A question about the truth or falsity of an assertion. The speaker seeks to convince listeners to accept their view of the facts.
Informative vs. Persuasive Fact
• Informative: Impartial teacher explaining noncontroversial facts.
• Persuasive: Partisan advocate arguing for a specific conclusion from facts.
Speech Organization: Topical Order
Organized in topical order. Each main point offers an independent reason why the audience should accept the speaker's claim.
Official Chapter 16 Examples
• "FDR knew in advance about the Pearl Harbor attack and allowed it to happen."
• "There is a serious shortage of participants in Teach for America."
Testing a Fact Claim: "Can this question be answered true or false with observable evidence?" Slide 2 of 5
Lucas Chapter 16 • The Art of Public Speaking
Questions of Value: Moral & Ethical Judgments
Value Claim
Textbook Definition
A question about the worth, rightness, or morality of an idea or action. Judgments based on beliefs about right or wrong.
Crucial Requirement: Standards
You must define a clear standard of judgment (criteria) before evaluating the subject against that standard.
Key Value Words: Unethical, immoral, just, fair, unjust, beneficial.
Lucas 2-Point Organization
Point I: Establish standards for your value judgment.
Point II: Apply those standards directly to your topic.
Official Chapter 16 Examples
• "It is unethical for doctors to receive money from pharmaceutical firms."
• "Genetic profiling by private employers violates an employee's privacy."
Testing a Value Claim: "Does it judge ethical quality rather than prescribing an action?" Slide 3 of 5
Lucas Chapter 16 • The Art of Public Speaking
Questions of Policy: Deciding What to Do
Policy Claim
The 3 Basic Policy Issues (Must Prove!)
1. NEED: Is there a serious problem requiring a change?
2. PLAN: What specific policy will solve the problem?
3. PRACTICALITY: Will it work without creating worse harm?
Two Types of Policy Speeches
Passive Agreement
Convinces listeners a policy is necessary and desirable.
Immediate Action
Motivates audience to take direct physical action.
Official Chapter 16 Examples
• "The government should pass legislation curbing fake drugs."
• "You should enroll in a CPR class at the Red Cross."
Testing a Policy Claim: "Does the sentence tell someone what action they SHOULD take?" Slide 4 of 5
Lucas Chapter 16 • Exercise 2 Transformation Matrix
One Topic Phrased Three Ways
Class Practice
Topic
Question of Fact
Question of Value
Question of Policy
CPR Training
CPR triples victim survival rates in public spaces.
Citizens have a moral duty to help people in distress.
High schools should require CPR certification to graduate.
Refined Sugar
Refined sugar is directly linked to heart disease.
Consuming refined sugar violates our duty to our body.
Sugar-sweetened soda should carry warning labels.
Pharma Payments
Doctors receive financial perks to prescribe brand drugs.
It is unethical for doctors to accept money for prescriptions.
Congress should ban drug makers from giving doctor gifts.
Quick Test: Does it claim what is true (Fact), judge what is moral (Value), or order what should happen (Policy)?
Slide 5 of 5
