module 4 key terms Flashcards
The process of creating, reinforcing, or changing people’s beliefs or actions.
persuasion
The mental give-and-take between speaker and listener during a persuasive speech.
mental dialogue with the audience
A persuasive speech in which the speaker’s goal is to convince the audience that a given policy is desirable without encouraging the audience to take action in support of the policy.
speech to gain passive agreement
The portion of the whole audience that the speaker most wants to persuade.
target audience
A persuasive speech in which the speaker’s goal is to convince the audience to take action in support of a given policy.
speech to gain immediate action
The obligation facing a persuasive speaker to prove that a change from current policy is necessary.
burden of proof
A method of organizing persuasive speeches in which each main point explains why a speaker’s solution to a problem is preferable to other proposed solutions.
comparative advantages order
A method of organizing persuasive speeches that seeks immediate action. The five steps of the motivated sequence are attention, need, satisfaction, visualization, and action.
Monroe’s motivated sequence
The name used by Aristotle for what modern students of communication refer to as credibility.
ethos
The audience’s perception of whether a speaker is qualified to speak on a given topic. The two major factors influencing a speaker’s credibility are competence and character.
credibility