Chapter 17 Methods of Persuasion
credibility
The audience's perception of whether a speaker is qualified to speak on a given topic. The two major factors influencing a speaker's credibility are competence and character.
terminal credibility
The credibility of a speaker at the end of the speech.
initial credibility
The credibility of a speaker before he or she starts to speak.
derived credibility
The credibility of a speaker produced by everything he or she says and does during the speech.
What are three ways you can enhance your credibility during your speeches?
1. Explain your competence- establishing credibility, say research was done 2. Establish common ground with your audience- identify your ideas with your audience 3. Deliver your speeches fleetly, expressively, and with conviction
What are four tips for using evidence effectively in a persuasive speech?
1. Use specific evidence 2. Use novel evidence- new to the audience 3. Use evidence from credible sources 4. Make clear the point of your evidence
hasty generalization
A fallacy in which a speaker jumps to a general conclusion on the basis of insufficient evidence.
false cause
A fallacy in which a speaker mistakenly assumes that because one event follows another, the first event is the cause of the second.
ad hominem
A fallacy that attacks the person rather than dealing with the real issue in dispute.
either-or
A fallacy that forces listeners to choose between two alternatives when more than two alternatives exist.
red herring
A fallacy that introduces an irrelevant issue to divert attention from the subject under discussion.
bandwagon
A fallacy which assumes that because something is popular, it is therefore good, correct, or desirable.
appeal to tradition
A fallacy which assumes that something is old is automatically better than something new.
appeal to novelty
A fallacy which assumes that something new is automatically better than something old.
slippery slope
A fallacy which assumes that taking a first step will lead to subsequent steps that cannot be prevented.
creating common ground
A technique in which a speaker connects himself or herself with the values, attitudes, or experiences of the audience.
invalid analogy
An analogy in which the two cases being compared are not essentially alike.
fallacy
An error in reasoning.
Why do persuasive speakers need to use evidence?
Answer their opposing questions, support your claims.
What is the role of emotional appeal in persuasive speaking? Identify three methods you can use to generate emotional appeal in your speeches.
By adding feeling, you become a more compelling persuasive speaker. 1. Use emotional language 2. Develop vivid examples 3. Speak with sincerity and conviction
What is causal reasoning? Why is the relationship between causes and effects not always clear?
Cause and effect- "Because the patch of ice was there, I fell and broke my arm." Timing can be tricky, could be multiple causes.
What two factors exert the most influence on an audience's perception of a speaker's credibility?
Competence- how an audience regards a speaker's intelligence, expertise, and knowledge of the subject. Character- how an audience regards a speaker's sincerity, trustworthiness, and concern for the well-being of the audience.
What are the differences among initial credibility, derived credibility, and terminal credibility?
Initial- before he or she starts to speak Derived- produced by everything her or she says and does during the speech itself. Terminal- at the end of the speech
What is reasoning from principle? How is it different from reasoning from specific instances?
It is the opposite, progress from a general principle to a specific conclusion ex. All US citizens can vote. Women are US citizens. Women can vote.
analogical reasoning
Reasoning in which a speaker compares two similar cases and infers that what is true for the first case is also true for the second.
reasoning from principle
Reasoning that moves from a general principle to a specific conclusion.
reasoning from specific instances
Reasoning that moves from particular facts to a general conclusion.
causal reasoning
Reasoning that seeks to establish the relationship between causes and effects.
evidence
Supporting materials used to prove or disprove something.
logos
The name used by Aristotle for the logical appeal of a speaker. The two major elements of logos are evidence and reasoning.
ethos
The name used by Aristotle for what modern students of communication refer to as credibilty.
pathos
The name used by Aristotle for what modern students of communication refer to as emotional appeal.
reasoning
The process of drawing a conclusion on the basis of evidence.
What is reasoning from specific instances? Why is it important to supplement reasoning from specific instances with testimony or statistics?
They demonstrate that the instances are representative
What is analogical reasoning? Why is analogical reasoning frequently used in persuasive speeches on questions of policy?
What is true for one thing is also true for another. "If you're good at tennis, you will probably be good at ping pong." Claim your policy will work because it has worked elsewhere.