Chapter 16 and 17 Flashcards
ethos
the name used by Aristotle for what modern students of communication refer to as credibility
credibility
the audience’s perception of whether a speaker is qualified to speak on a given topic. Speaker’s credibility are influenced by competence and character.
initial credibility
credibility of a speaker before she/he starts to speak
derived credibility
credibility of a speaker produced by everuthing they say and do during the speech
terminal credibility
credibility of speaker at end of the speech
creating common ground
a technique in which speaker connects themselves with values, attitudes, or experiences of the audience
logos
the name used by Aristotle for the logical appeal of a speaker
reasoning
the process of drawing a conclusion on the basis of evidence
reasoning from specific instances
reasoning that moves from particular facts to general conclusion
reasoning from principle
reasoning that moves from a general principle to specific conclusion
causal reasoning
reasoning that seeks to establish relationship between causes and effects
analogical reasoning
reasoning in which speaker compares two similar cases and infers that what is true for first case is also true for second case
fallacy
an error in reasoning
hasty generalization
a fallacy in which a speaker jumps to a general conclusion on the basis of insufficient evidence
false cause
a fallacy in which a speaker mistakenly assumes that because one event follows another, the first event is the cause of the second.
invalid analogy
an analogy in which two cases being compared are not essentially alike
bandwagon
a fallacy which assumes that because something is popular, it is therefore good, correct, or desireable
red herring
a fallacy that introduces an irrelevant issue to divert attention from the subject under discussion
ad hominem
a fallacy that attacks the person rather than dealing with the real issue in dispute
either-or
a fallacy that forces listeners to choose between two alternatives when more than two alternatives exist
slippery slope
a fallacy which assumes that taking a first step will lead to subsequent steps that cannot be prevented
appeal to tradition
a fallacy which assumes that something old is automatically better than something new
appeal to novelty
fallacy which assumes that something new is automatically better than something old
pathos
the name used by Aristotle for what modern students of communication refer to as emotional appeal
question of fact
a question about the truth or falsity of an assertion
question of value
a question about the worth, rightness, morality, and so forth of an idea or action
question of policy
a question about whether a specific course of action should or should not be taken
speech to gain passive agreement
speaker’s goal is to convince the audience that a policy is desirable without encouraging them to take action in support of the policy
speech to gain immediate action
speaker’s goal is to convince the audience to take action in support of a policy
burden of proof
the obligation facing a persuasive speaker to prove that a change from current policy is necessary