Jargon: sender, source, message, encoding, receiver, destination, channel, feedback, noise, environment, context, cultural/political/social, or other variables in the environment. Aristotle- simple communication model with a sender transferring a message containing information to a receiver. Based on knowledge of audience demographics (age & status) Ethos- appeals based on source credibility of speaker. Perceived composure (no stuttering, confusion (not trustworthy), not too smooth) We tend to trust communicators who are (cid:498)one of us(cid:499) Speaker(cid:495)s use of evidence (examples, stats, etc. ) to support their point of view. Speaker(cid:495)s use of argumentation and reasoning (cid:523)general to specific, cause-effect, Ask the question of (cid:498)what caused this effect? (cid:499) sign or analogical) to support their point of view. Communicators make emotional appeals based on fear, compassion, pride, guilt, generosity, patriotism, and loyalty. Emotions such as those listed above stimulate physical changes in the body. Reasoning from generalization involves moving from the general to the specific.