Communication chapter 15
rebuttal
an argument against some ones else position
micro-persuasion
an attempt to change others with as few words or symbols as possible, as in a tweet
captive audience
an audience that has been forced to be in attendance
Logical fallacies
common errors in reasoning that will undermine the logic of your argument -illegitimate arguments -irrelevant points
Respect for your audience as an ethical consideration
discourages tricks, lies, distortion, and exaggeration.
topical sequence
follows natural divisions of a topic or issue
purpose of silence
gives audience time to reflect on your message
voluntary audience
group of individuals attending a presentation with a particular interest in doing so
opinion
is a statement about what a person thinks or feels
A deductive argument
moves from a general proposition to a specific instance.
argument
relies primarily on evidence and reasoning
proposition
suggestion
primary effect
tendency to recall the first terms of list
recency effect
tendency to remember words at the end of a list especially well
Persuasion
the attempt to change what a person thinks, feels, believes, or acts
Bommerang Effect
unintended consequences of an attempt to persuade resulting in the adoption of an opposing position instead
proposition of policy
a claim about what should be done
proposition of value
a claim that evaluates the worth of a person, an object, or an idea
proposition of fact
a claim that something is or is not the case or that something did or did not happen
evidence
a fact or item that can be used to support an argument
deductive argument
a logical structure that uses a general proposition applied to a specific instance to draw a conclusion
syllogism
a logical structure that uses the major premise(a generalization) applied to a and minor premise to reach a necessary conclusion
persuasive presentation
a message designed to strategically induce change in an audience -long range goal
proof
(enough) evidence that supports the argument
Types of Fallacies
-Ad hominem -hasty generalization -slippery slope
2 goals of persuasive presentation
-adoption -discontinuance
Monroe Motivated Sequence steps
-attention -need -satisfaction -visualization -action
logos
-logical proof -reasoning
Inductive argument
-making broad generalizations from specific observations -summarizes the individual instances
adoption
-persuading the audience to do something -listeners start new behavior as the result from the persuasive presentation
discontinuance
-persuading the audience to stop doing something they presently do
ethos
-source credibility -trust, authority
Pathos
Appeal to emotion
Gain attention
Step 1 -get the audience to perk up to what you have to say
Establish needs
Step 2 -identify a problem and explain how that problem affects or is relevant to the audience
Satisfaction
Step 3 -present info that the audience need to understand to solve the problem
Visualization
Step 4 -reinforce the solution in the audiences mind by getting audience members to see how they can take part in a solution that will benefit them and others
Call to action
Step 5 -Found in conclusion -ask the audience to take specific concrete steps
