One frame of reference mentioned in this week's readings that may influence how the audience interprets the message is the attitudes of the audience. Speakers must assess the audience's attitude, a positive or negative evaluation of people, objects, event, activities, or ideas toward a specific topic or purpose. The attitudes of the audience may vary from extremely negative to extremely positive, or completely ambivalent. By examining the preexisting beliefs of the audience regarding the speech's general topic or particular purpose, speakers have the ability to persuade the audience members to buy into the speaker's argument. This can also help with speech preparation.