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2. Selection of the Central Idea

People will take action consistent with the ideas they accept. In order to get an audience to accept the IAR, a speaker must present an idea that will lead to the desired response.

In order to clarify the relation between the central idea (CI) and the intended audience response, let us consider the following IAR examples:

Donate money to charity
Vote in the next national election
Read better books
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CI
1. If you donate money to charity, you
Fulfil your social obligation.

2. If you donate money to charity, you
may deduct it from your income
taxes.

3. Charitable organizations will help
your own community.

1. It is a privilege to vote.

2. It is a civic duty to vote.

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