Ch 17

Question 1

Reasons listeners will be persuaded

Answer 1

1. Credibility–They perceive the speaker as having high credibility
2. Evidence–They are won over by speaker’s evidence
3. Reasoning–They are convinced by the speaker’s reasoning
4. Emotions –Their emotions are touched

Question 2

Ethos

Answer 2

Name used by Aristotle for what modern students of communication refer to as credibility

Question 3

Credibility

Exists in…
May change based on…
If youre audience sees you as…

Answer 3

• exists in the mind of the audience
• may change based on audience
• If your audience sees you as sincere and competent they will be more receptive to your ideas

Question 4

Factors of credibility

Answer 4

1. Competence
2. Character

Question 5

Competence

Answer 5

Factor of credibility

How an audience regards a speaker’s intelligence, expertise, and knowledge of the subject.

Question 6

Character

Answer 6

Factor of credibility

How an audience regards a speaker’s sincerity, trustworthiness, and concern for the well being of others

Question 7

Types of credibility

Answer 7

1. Initial credibility
2. Derived credibility
3. Terminal credibility

Question 8

Initial credibility

Answer 8

Credibility of a speaker before they start to speak

Question 9

Derived credibility

Answer 9

Credibility of a speaker produced by everything they say and do during the speech

Question 10

Terminal credibility

Answer 10

Credibility of a speaker at the end of the speech.

Question 11

Enhancing your credibility

Answer 11

Say and do everything in a way to make you appear capable and trustworthy.
1. Explain your competence
2. Establish common grounds
3. Deliver speech fluently

Question 12

Explain your competence

Answer 12

Explain how you thoroughly researched your topic or have experience that gives you special knowledge/insight.

Question 13

Establish common ground with the audience

Answer 13

Connect with values, attitudes, or experiences of the audience.

Question 14

Deliver the speech fluently, expressively, and with conviction

Answer 14

• Moderately fast speakers and speakers who use vocal variety are seen as more intelligent and confident (rather than slow speakers)
• Speakers who lose their place, hesitate, or say filler words “uh” “um” “er” are seen as less competent
• Deliver speech genuinely and enthusiastically

Question 15

Logos

Answer 15

Name used by Aristotle for logical appeal of a speaker.

Question 16

Evidence

Answer 16

• Important in classrooms because few students are recognized as experts on their speech topics
• Speakers with very high initial credibility don’t need as much evidence as speakers with lower credibility need
• Success of speech depends on how well you anticipate internal responses and give evidence to refute them.

Question 17

Effects of strong evidence

Answer 17

• Enhances credibility
• Increases immediate and long-term persuasiveness
• Inoculates listeners against counter-persuasion

Question 18

Tips for evidence

Answer 18

1. Use specific evidence
2. Using novel evidence
3. Using evidence from credible sources
4. Make clear the point of your evidence

Question 19

Using evidence from credible sources

Answer 19

Evidence from competent, credible sources are more persuasive than evidence from less qualified sources. Suspicious of evidence from sources that could be biased or self-interested.
- Best way to be persuasive is to rely on evidence from objective, nonpartisan sources.

Question 20

Make clear the point of your evidence

Answer 20

Use evidence to prove a point. You can’t count on listeners to draw conclusions on their own.

Question 21

Reasoning

Answer 21

Process of drawing a conclusion on the basis of evidence.
- Superstitions are instances of faulty reasoning

Question 22

Major concerns with respect to reasoning

Answer 22

1. Your reasoning is sound
2. Try to get listeners to agree with your reasoning

Question 23

Reasoning from specific instances

Answer 23

Reasoning from particular facts to a general conclusion
- Use this reasoning daily
- Beware of jumping to conclusions on the basis of insufficient evidence
- Make sure sample of specific instances is large enough to justify your conclusion
- Make sure instances are fair, unbiased, and representative
- Does this specific instance represent a majority of instances?
- Reinforce argument with stats or testimonies

Question 24

Reasoning from principle

Answer 24

Reasoning that moves from general principle to a specific principle
- General statement to minor premise and end with specific conclusion
- Ex: All people are mortal→Socrates is a person→ Socrates is moral
- Need to know if you need evidence for your general statement to convince the audience or if they will accept it without evidence. May need to support minor premise with evidence too.

Question 25

Causal reasoning

Answer 25

Reasoning that seeks to establish a relationship between causes and effects. - Can be tricky because the relationship isn’t always clear. Could be coincidental. - Could have multiple causes. Not just one cause→one effect.

Question 26

Analogical reasoning

Answer 26

Reasoning where the speaker compares two similar cases and infers what is true for the first case is also true for the second. - Commonly used when persuasive speech with question of policy - Best when the situations are extremely similar - Ex: If you’re good at tennis you’re probably good at ping-pong

Question 27

Fallacies

Answer 27

An error in reasoning - Avoid fallacies - More than 125 fallacies, here are 10

Question 28

Fallacies Types

Answer 28

1. Hasty generalization 2. False cause 3. Invalid analogy 4. Bandwagon 5. Red herring 6. Ad Hominem 7. Either-or 8. Slippery slope 9. Appeal to tradition 10. Appeal to novelty

Question 29

Hasty generalizations

Answer 29

A fallacy in which a speaker jumps to a general conclusion on the basis of insufficient evidence. - Most common type of fallacy in reasoning from specific instances

Question 30

False cause

Answer 30

A fallacy where a speaker mistakenly assumes that one event follows another - Correlation isn’t causation

Question 31

Invalid analogy

Answer 31

A fallacy where there is an analogy that isn’t essentially alike

Question 32

Bandwagon

Answer 32

A fallacy where it is assumed that because something is popular that it is good, correct, or desirable

Question 33

Red herring

Answer 33

A fallacy that introduces an irrelevant issue to divert attention from the subject under discussion. - Named because old farmers in England used to drag smoked herring along edge of fields to keep hounds off track of fox

Question 34

Ad Hominem

Answer 34

A fallacy that attacks the person rather than dealing with the real issue in dispute, where the attacks aren’t relevant. - Latin for “against the man” - A person’s lack of integrity/character can be an issue and speakers can still raise questions about a person without being guilt of ad hominem fallacy

Question 35

Either-Or

Answer 35

A fallacy that forces listeners to choose between two alternatives when more options exist. - Referred to as false dilemma - Oversimplifies a complex issue

Question 36

Slippery Slope

Answer 36

A fallacy that assumes that taking a first step will lead to subsequent steps that cannot be prevented - Ex: Now that this is happening, it isn’t long before ____.

Question 37

Appeal to tradition

Answer 37

A fallacy that assumes that something old is better than something new.

Question 38

Appeal to novelty

Answer 38

A fallacy that assumes that something new is better than something old.

Question 39

Pathos

Answer 39

Name used by aristotle for what is referred to as emotional appeal

Question 40

Appealing to emotions

Answer 40

- Adding feeling or force of imagination can make speech more persuasive - Good for question of policy or value

Question 41

Most common emotions

Answer 41

1. Fear–of serious illness, natural disasters, sexual assault, personal rejection, economic hardship. 2. Compassion–for war refugees, battered women, victims of cancer 3. Pride–In one’s country, family, school, ethnic heritage 4. Anger–At terrorists, unethical business leaders. 5. Guilt–About not helping people less fortunate than ourselves 6. Reverence–for an admired person, traditions and institutions

Question 42

Generating emotional appeal

Answer 42

1. Use emotional language 2. Develop vivid examples 3. Speak with sincerity and conviction

Question 43

Use emotional language | Emotion rests in ...

Answer 43

but not too much (can call attention to emotional language itself and not its impact) - Emotion rests in your audience, not your words

Question 44

Develop vivid examples

Answer 44

Lets emotional appeal naturally grow out of the content of the speech - More compelling

Question 45

Speak with sincerity and conviction

Answer 45

- You have to feel the emotion too - Through tone, rate of speech, gestures, facial expressions

Question 46

Ethics and emotional appeal

Answer 46

- Emotional appeals can be abused by increasing hatred, bigotry, and fanaticism - Hard to separate reason and emotional appeal (If it’s reasonable to feel a certain way) - Make sure emotional appeal appropriate to the speech topic

Question 47

Make sure emotional appeal appropriate to the speech topic

Answer 47

- Good for questions of policy - Not good for question of fact - Only use specific information and logic for questions of fact - Never substitute emotional appeal for evidence or reasoning - Always build speech on facts and logic

Question 48

Elements of logos

Answer 48

Evidence and reasoning

Question 49

Most common type of fallacy in reasoning from specific instances

Answer 49

Hasty generalizations

Question 50

Hasty generalizations: Most common type of fallacy in reasoning from...

Answer 50

...specific instances.