SPC 2608 Lecture Notes - Lecture 11: Ad Hominem, Slippery Slope, Hasty Generalization
10 May 2018
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Chapter 17 – Methods of Persuasion
• Credibility – perception of speaker’s competence & character
• Ethos – Aristotle’s name for credibility
• Types of Credibility
o Initial – before speech
o Derived – produced during the speech
o Terminal – at end of speech
• Enhancing Credibility
o Explain competence
▪ Appear competent – speak with purpose
o Explain common ground
▪ Emotions, stories, experience, overcoming objections
o Speak expressively, with conviction
• Logos
o Aristotle’s name for logical appeals
o Evidence and reasoning
• Evidence
o Supporting materials used to prove or disprove something
• Tips for Evidence
o Be specific (rather than general/vague/abstract)
o Use novel evidence (something we haven’t heard a million times)
o Use credible evidence – cite sources
o Make clear points of evidence
• Reasoning
o Drawing conclusion based on evidence
• Types of Reasoning
o Specific instances
▪ Moving from particular facts to general conclusion
▪ Avoid hasty generalizations
▪ Qualify argument when necessary
▪ Reinforce argument with statistics, testimony
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