Organizing Value Claims

In making a value claim in a persuasive speech, you attach a judgment to your subject and then try to get the audience to agree with your evaluation. Three organizing patterns—criteria-application, comparison, and categorical—can help you.

Criteria-Application Pattern. A criteria-application pattern has two main points. One establishes standards for the value judgment you are making; the other applies those standards to the subject of your thesis. Here is how you could use this pattern in a persuasive speech on the value of community service in college:

MAIN POINTS

1. A college education should provide students with several benefits.

   1. New knowledge and skills

   2. Preparation for the workforce

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      Participation in new experiences

   4. Clarification of students’ values and their place in the world

2. Community service provides college students with the opportunity to gain all these benefits.

   1. It leads to higher grade-point averages and stronger communication skills.

   2. It provides valuable work experience and a chance to discover career interests.

   3. It offers an opportunity to experience new situations and work with people from diverse backgrounds.

   4. It encourages students to consider their values and see how they can help society.

Comparison Pattern. When you want to claim that two situations are similar or different, a comparison pattern can help you support that claim. Here is an example of how this pattern could be used in a speech about the benefits of nuclear fusion (producing energy by colliding atomic nuclei together) compared to current sources of energy.27

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MAIN POINTS

1. Fusion relies on abundant resources, unlike fossil fuels, which are scarce.

2. Fusion produces no pollution, unlike fossil fuels, which harm the environment.

3. Fusion reactors do not risk meltdowns, unlike nuclear fission plants.

Categorical Pattern. In some persuasive speeches, you may decide that it isn’t necessary to explain how each main point supports the value judgment you are making because your audience already understands each point’s relevance. In this case, you can use a categorical pattern.

To illustrate, suppose you want to convince your audience that advanced driver-training courses are beneficial. Your listeners probably know that they could judge the value of a driver-training course by considering such factors as reduced accident risk and lower insurance premiums. Therefore, you could organize your main points in a categorical pattern, such as the following:

MAIN POINTS

1. They reduce the risk of accidents.

2. They lower drivers’ insurance premiums.

3. They lower drivers’ maintenance and gas costs.

4. The savings gained from the course exceed the cost of the course.