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The speech to "actuate," a term popularized by Alan Monroe in his widely used textbook, motivates the audience to take some specific action: donate money; vote in an election -- for a specific candidate or merely turn out to vote; join a campaign for a stated cause; change life-style habits for better health; adopt or avoid specific modes of dress; learn self-defense; buy health insurance; drive defensively; recycle to protect the environment.... Any proposition that can be stated as a call for action, for observable behavior, is in the realm of the speech to "actuate." An actuate speech is a speech meant to inspire action. For example, an Army recruitment officer would use speech directly calculated to motivate the listeners to sign up for the Army.

Some of the best examples of actuate speech can be heard in television commercials:

"Buy now"

"Pick some up for dinner tonight"

"Spend all your hard earned cash on our crappy product"

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