Communication chapter 15

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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


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