Response Producing Persuasion
The end of most argumentative speaking is to produce a response. It may be the casting of a vote, the joining of a society, the repudiation of an unworthy candidate, the demonstrating of the solidarity of labor, the affiliating with a religious sect, the changing of a mode of procedure, the purchasing of a new church organ, the wearing of simpler fashions, or any of the thousand and one things a patient listener is urged to do in the course of his usual life.
When the speaker passes on from mere convincing to appealing for some response he has passed from argumentation to persuasion. Nearly every argumentative speech dealing with a proposition of policy shows first what ought to be done, then tries to induce people to do it, by appealing as strongly as possible to their practical, esthetic, or moral interests. All such interests depend upon what we call sentiments or feelings to which worthy—note the word worthy—appeals may legitimately be addressed. Attempts to arouse unworthy motives by stirring up ignorance and prejudice are always to be most harshly condemned.
Such practices have brought certain kinds of so-called persuasion into well-deserved contempt. The high sounding spell-binder with his disgusting spread-eagleism cannot be muzzled by law, but he may be rendered harmless by vacant chairs and empty halls. Real eloquence is not a thing of noise and exaggeration. Beginning speakers should avoid the tawdry imitation as they would a plague.