Derived: the credibility of the speaker produced by everything she or he says and does during the speech itself. Terminal: the credibility of the speaker at the end of the speech. What is credibility?
The audiences's perception of whether a speaker is qualified to speak on a given topic.
What two factors exert the most influence on an audience's perception of a speakers credibility?
Competence and character
What are the
differences among initial credibility, derived credibility, and terminal credibility?
Initial: is the credibility of speaker before they even start to speak
What are three ways you can enhance your credibility during your speeches?
Explaining your competence, establishing common ground with the audience and speaking with genuine conviction.
What is evidence?
Supporting materials used to prove or disprove something.
why do persuasive speakers need to use evidence?
Because people are naturally skeptical. They are suspicious of unsupported generalizations. They want speakers to justify their claims and you do this with evidence.
What are four tips for using evidence effectively in a persuasive speech?
Use specific evidence; use novel evidence; use evidence from credible sources; make clear the point of your evidence
What is reasoning from specific instances?
Reasoning that moves from particular facts to a general conclusion.
Why is it important to supplement reasoning from specific instances with testimony or statistics?
To demonstrate that the instances are representative of your specific instances
What is reasoning from principle?
Reasoning that moves from a general principle to a specific conclusion
How is it different from reasoning from specific instances?
It is the opposite it goes from a general principles/ideas to specific conclusions/solutions
What is casual reasoning?
Reasoning that seeks to establish the relationship between causes and effects
Why is the relationship between causes and effects not always clear?
2 reasons
1.) the instance of one even does not signify the occurrence of the next even. It can just be coincidence
2.) some events have more than one origin. Like what makes the economy go up or down?
What is analogical reasoning?
Reasoning in which a speaker compares two similar cases and infers that what is true for the first case is also true for the second case.
Why is analogical reasoning frequently used in persuasive speeches on questions of policy?
Because you can find out if the policy had been tried else were and use it to argue your point of view.
What are the ten logical fallacies discussed in this chapter?
Hasty generalization
False cause
Invalid analogy
Bandwagon
Red herring
Ad hominem
Either-or
Slippery slope
Appeal to tradition
Appeal to novelty
What is the role of emotional appeal in persuasive?
To produce or generate a desired effect from your audience.
Identify three methods you can use to generate emotional appeal in your speeches.
Use emotional
language
Develop vivid examples
Speak with sincerity and conviction
Learning Objectives
Discuss how to establish credibility in your persuasive speech.
If you are going to persuade an audience, you have to first get them to trust you and see you as a credible communicator. Being credible as a speaker means showing your audience you have their best interests at heart, that you are knowledgeable about the subject you are speaking about, and that the evidence you use to support your argument is trustworthy.
Establishing trust with the audience requires a combination of competence and character.
Communication scholar Stephen Lucas says that speaker credibility is affected most by two factors:
- Competence: How the audience views your intelligence, knowledge, and expertise on the subject you are speaking about.
- Character: How the audience views your concern for them, sincerity, and trustworthiness.
Lucas further advises that speakers do the following to establish their credibility:
- Explain to your audience why you are qualified to speak on the topic. Provide your own personal experience with your topic, if relevant. Demonstrate that you have done sufficient research on the topic to speak about it with authority.
- Establish common ground with your audience. Identify with your audience and show them how the case you are making is consistent with their values and beliefs.
- Deliver your speech fluently, expressively, and with confidence. If you speak with conviction and communicate you care about both your speech topic and your audience, you are more likely to be successful.[1]
A major part of coming across as a competent and credible speaker involves putting together a well-crafted speech with effective arguments in favor of your proposition.