Page 259 - Between One and Many The Art and Science of Public Speaking

226 Part 3 Putting Theory Into Practice

We also need to recognize that there can be numerous different solutions to
the same problem. Thus it is important to stress both the feasibility and the ad-
vantages of the solution we propose if we hope to have it adopted by our audience.

Stock Issues
Closely related to the problem–solution pattern is what is often called the stock
issues pattern, which is well suited to persuasive speeches. This pattern is
stock issues pattern
based on the model of deliberative debate, and it addresses four key questions:
A four-point pattern of or-
fi rst, how serious is the problem; second, who is to blame; third, how should
ganization that is based
it be solved; and fi nally, is the solution worth the cost. These four stock issues
on (1) ill, (2) blame, (3) cure,
and (4) cost. are referred to as (1) ill, (2) blame, (3) cure, and (4) cost. For example, a speech
about campus parking problems could have the following four main points:
[ill] I. The lack of parking is causing a serious problem on our campus.
[blame] II. The problem exists because parking rules are not enforced, which allows
many nonstudents to take up our parking spots.
[cure] III. The problem can be cured by raising fi nes and increasing patrols.
[cost] IV. The costs of the increased patrols will be paid for by higher fi nes.
As with the problem–solution pattern, we need specifi c subpoints to show that
the facts support the serious nature of the problem and that we have correctly
identified its cause. The solution needs to be well thought out and explained.

And we must be sure that the costs of our solution do not outweigh the benefi ts
of solving the problem.

Comparative Advantage
The stock issues and problem solution approaches rely on the presumption that
“if it ain’t broke, don’t fi x it.” Although an inviting slogan, imagine how many
modern miracles would never have been invented if everyone had followed that
maxim. For example, CD-ROMs and even old vinyl 45s were perfectly adequate
ways to enjoy music. But the ascendancy of MP3 players, such as Apple’s iPod,
show that if one can develop a better product, people will buy it. The compara-
tive advantage approach to speech organization is based on this logic. First one
describes the current state of affairs, second a plan of action is proposed, and
fi nally, the speaker points out that life will be better if the plan of action is ad-
opted. So, one might imagine a few years ago a speaker encouraging the audi-
ence to get an iPod instead of buying more CDs.
I. CDs let the music producer decide what you will hear.
A. Often albums have only one or two good tracks.
B. You are paying for music you may not like, just to get what you want.
II. There’s a new way to get your music.
A. MP3 players allow you to buy just the tunes you want.
B. Specifi c tracks can be ripped from CDs or downloaded from the Inter-
comparative net for a nominal cost.
advantage III. MP3 players have advantages over CDs.
A pattern of organization A. They are more portable.
based on the idea that B. You only buy the music you want to listen to.
things can be better even C. In the long run they cost less than buying your music on CDs.
if they are not currently
Thus, the comparative advantage organizational pattern is built on the as-
harmful.
sumption that things can be better even when neither harmful nor undesirable now.