BPS Chapter 24


a mode of processing a persuasive message that does not consider the quality of the speaker's message, but is influenced by such non-content issues as the speaker's appearance or reputation, certain slogans or one-liners, and obvious attempts to manipulate emotion. This processing of messages occurs when people lack the motivation or the ability to pay close attention to the issues


Peripheral Processing


an audience of persons with an intimate knowledge of the topic, issue, product or idea being discussed


Expert of Insider Audience


the link between a claim and evidence


Warrant


supporting material that provides grounds for belief


Evidence


an argument that focuses on whether something will or will not happen


Claim of Fact


an argument that addresses issues of judgement


Claim of Value


an argument that recommends that a specific course of action can be taken, or approved, by an audience


Claim of Policy


logical explanation of a claim by linking it to evidencef


Reasoning


offering a cause-and-effect relationship as proof of a claim


Casual Reasoning


a statement that is based on an invalid or deceptive line of reasoning


Logical Fallacy


a pattern of organizing speech points so that they demonstrate (1) the nature of the problem (2) reasons for the problem, and (3) proposed solution(s)


Problem-Cause-Solution Pattern of Arrangement


a five-step process of persuasion, developed by Alan Monroe, that begins with arousing attention and ends with calling for action


Motivated Sequence


a pattern of organizing speech points so that the speaker's viewpoint or proposal is shown to be superior to one or more alternative viewpoints or proposals


Comparative Advantage Pattern


a pattern of organizing speech points in which each main point addresses and then refutes (disproves) an opposing claim to a speaker's position


Refutation Organizational Pattern