COMS 102 Chapter 17: Methods of Persuasion

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Chapter 17: Methods of Persuasion
Building Credibility
Ethos!: source credibility
Credibility affected by two factors
Competence: how an audience regards a speakers intelligence, expertise, and
knowledge of the subject
Character: how an audience regards a speaker’s sincerity, trustworthiness, and
concern for the well-being of the audience
Types of credibility
Initial credibility!: credibility of the speaker before he or she starts to speak
Derived credibility!: credibility of the speaker produced by everything he or she
says and does during the speech
Terminal credibility!: credibility of the speaker at the end of the speech
Enhancing your credibility
Convey expertise on the topic
Show respect for listeners / establish common ground
Connect with audience’s values, attitudes, experiences
Deliver speeches fluently, expressively, with conviction
Using Evidence
Logos!: logical appeal
Two major elements: evidence and reasoning
Use specific evidence (statistics, examples, testimony)
Use novel evidence
Use evidence from credible sources
Make sure audience knows the point that evidence is proving
Fallacies$: an error in reasoning
Hasty generalization: speaker jumps to a general conclusion on the basis of
insufficient evidence
“Military leaders have $always !made excellent presidents. Look at the examples
of George Washington, Andrew Jackson, and Dwight Eisenhower.”
False cause: speaker mistakenly assumes that because one event follows another, the
first event is the cause of the second
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