Ch 11

analogy

A comparison of things in some respects, especially in position or function, that are otherwise dissimilar.

how to improve your competence as a speaker.

First, you should become familiar enough with your information and speech that you do not have to rely on extensive notes. Second, focus on translating ideas. If you are able to take relatively complex ideas and make them understandable for audience members by using metaphors, vivid descriptions, visual aids, and other resources, you will appear more competent. Third, make yourself comfortable with the speaking situation.

supporting material

Information you can use to substantiate your arguments and to clarify your position.

heuristics

Mental shortcuts used to make decisions-for instance, evaluating sources.

statistics

Numbers that summarize numerical information or compare quantities.

verbal citations

Oral explanations of who the source is, how recent the information is, and what the source's qualifications are.

celebrity testimony

Statements made by a public figure who is known to the audience.

lay testimony

Statements made by an ordinary person that substantiate or support what you say.

expert testimony

Statements made by someone who has special knowledge or expertise about an issue or idea.

Two types of examples are factual and hypothetical:

a hypothetical example is fictional but realistic, whereas a factual example is based on real circumstances.

explanation

clarifies what something is or how it works.

According to research, four of the most important dimensions of credibility are:

competence, trustworthiness, dynamism, and common ground.

search engine

is a webpage designed to help you search for information

Common ground

occurs when you and your audience share an understanding of the world, either in broad terms or in relationship to specific issues. - As you begin to speak, you express a certain way of looking at the world or a particular topic. - As you present information, you begin staking claims for particular ways of thinking about issues. In so doing, you will establish greater common ground with some audience members and reduce it with others.

source credibility

—the audience's perception of your effectiveness as a speaker.

trustworthiness

—the degree to which a speaker is perceived as honest, fair, sincere, friendly, honorable, and kind.

competence

—the degree to which a speaker is perceived as skilled, qualified, experienced, authoritative, reliable, and informed.

dynamism

—the extent to which an audience perceives the speaker as bold, active, energetic, strong, empathic, and assertive.