4 reasons people are persuaded by a speaker
-credibility
-evidence
-reasoning
-emotions
Audience Perceives the speaker as having high
credibility
Audience is won over by speakers
evidence
Audience is convinced by the speakers
reasoning
Audience's reactions of being touched by the speakers ideas and language
audiences emotions
Ethos
source credibility. the named used by Aristotle for what modern students of communication refer to as credibilty
credibility
the audiences perception of weather a speaker is qualified to speak on a given topic
two factors of influencing credibility
-competence
-character
Competence
how an audience regards a speakers intelligence, expertise, and knowledge of the subject
character
how an audience regards a speakers intelligence, expertise, and knowledge of a subject
Credibility is an attitude that exists in the mind of the audience not
the speaker
3 types of credibility
-initial
-derived
-terminal
Initial Credibility
credibility of the speaker before they start to speak
Derived Credibility
credibility of the speaker produced by everything he or she says or does during the speech itself
Terminal Credibility
credibility of the speaker at the end of the speech
3 ways to enhance credibility
-explain competence
-establish common ground with the audience
-deliver
Explain Competence
advertise your expertise on the speech topic
establish common ground with the audience
respect the listeners, don't assault what others think
deliver
deliver the speech fluently, expressively, and with conviction
Delivery
is vital
Most important way to strengthen credibility
deliver speeches with conviction
Evidence
supporting materials used to prove or disprove something
3 tips for using evidence
-specific evidence
-novel evidence
-credible sources evidence
Specific evidence
more persuasive if stated in specifics rather than general terms
Novel Evidence
more likely to be persuasive if information is new to the audience
Credible sources evidence
research shows that listeners find evidence from competent credible sources more persuasive
Logos
-evidence
-name used by Aristotle for logical appeal
two major elements of logos
-evidence
-reasoning
Reasoning
the process of drawing a conclusion off the basis of evidence
2 major concerns of reasoning
-make sure your own reasoning is sound
-try to get listeners to agree
4 methods for reasoning
-reasoning from specific instances
-reasoning from principle
-causal reasoning
-analogical reasoning
Pathos
emotional appeals
3 ways to generate emotional appeals
-Use Emotional language
-develop vivid examples
-deliver with sincerity and conviction
One key to using emotional appeals ethically is to make sure it is appropriate to the speech topic and
-especially useful in the questions of public speeches
-usually inappropriate in persuasive speeches on questions of facts
Never substitute
emotional appeals for evidence or reasoning