CMN 314 Chapter 14: CMN314 Chapter 14.docx

• School: Ryerson University
• Department: Communication
• Course: CMN 314
• Professor: John Burry

Document Summary

Credibility: 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. Initial credibility: the credibility of a speaker before she or he starts to speak. Derived credibility: the credibility of a speaker produced by everything she or he says and does during the speech. Terminal credibility: the credibility of a speaker at the end of the speech. Creating common ground: a technique in which a speaker connects himself herself with the values, attitudes, or experiences of the audience. Evidence: supporting materials used to prove or disprove something. Logos: the name used by aristotle for the logical appeal of a speaker. The two major elements of logos are evidence and reasoning. Reasoning: the process of drawing a conclusion on the basis of evidence. Reasoning from specific instances: reasoning that moves from particular facts to a general conclusion.