mediate response in military
enlistments; in enrollment for war work; in pledges of service; in
signing membership blanks and subscription blanks; in spontaneous
giving.

Persuasion Produces a Response. 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.

Elements of Persuasion. What elements may aid the persuasive power of
a speech? First of all, the occasion may be just the right one. The
surroundings may have prepared the audience for the effect the speaker
should make if he knows how to seize upon the opportunity for his own
purpose. The speaker must know how to adapt himself to the
circumstances present. In other cases, he must be able to do the much
more difficult thing--adapt the circumstances to his purpose.

Secondly, the subject matter itself may prepare for the persuasive
treatment in parts. Everyone realizes this. When emotional impulses
are present in the material the introduction of persuasion is
inevitable and fitting, if not overdone.

Thirdly, the essence of persuasion depends upon the speaker. All the