Michael Bobian Billy Krautkramer UN2001
Character Authority on issue? Trustworthiness about certain issue Motives addressing an issue Examples Car guy vs. consumer reports vs. automobile ads Doctor vs. coach vs. friend Turn to professionals
Ask yourself- What does he/she know about the subject? What has he/she done to be knowledgeable about he subject? Why should I pay attention? Audience analysis Explicit establishment Implicit establishment Examples Professors with their schools Bureaucrats with their agencies
Provide evidence to support reasonable claims Connect to core principles Offer respect Admit limitations Direction
Express Connections to topic Discuss possible conflicts of interest Be Direct