COMS 102 Chapter 17: Methods of Persuasion
6 Feb 2017
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Document Summary
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. Initial credibility : credibility of the speaker before he or she starts to speak. Derived credibility : credibility of the speaker produced by everything he or she says and does during the speech. Terminal credibility : credibility of the speaker at the end of the speech. Show respect for listeners / establish common ground. Make sure audience knows the point that evidence is proving. Hasty generalization: speaker jumps to a general conclusion on the basis of insufficient evidence. Military leaders have always made excellent presidents. Look at the examples of george washington, andrew jackson, and dwight eisenhower. False cause: speaker mistakenly assumes that because one event follows another, the first event is the cause of the second.
