1. 1 Persuasion & Reasoning Chapter 18

2. 2 Logos The logical arrangement of evidence in a speech The logical arrangement of evidence in a speech

3. 3 Ethos Refers to the speaker’s credibility Refers to the speaker’s credibility

4. 4 Pathos Refers to the emotional appeals made by a speaker Refers to the emotional appeals made by a speaker

5. 5 Effective Use of Evidence Use of specific evidence Use of specific evidence Novel information Novel information Credible sources Credible sources Persuasive Speech – use of evidence by Jessica Fuller (partial: 12 sec.) Click image to play video; “alt” & “enter” keys for full screen. Windows Media Player required

6. 6 Credibility In research: In research: the potential bias of a source In reasoning: In reasoning: the trustworthiness of the source

7. 7 Using Credible Sources Persuasively Provide enough information about source so audience can assess credibility Provide enough information about source so audience can assess credibility Select sources audience will see as trustworthy & fair Select sources audience will see as trustworthy & fair

8. 8 Credibility Comes from audience’s perception of speaker’s competence & character Comes from audience’s perception of speaker’s competence & character Check Web Link 18.1: Credible Internet Sites at the Invitation to Public Speaking website.

9. 9 Competence Audience’s view of speaker’s intelligence, expertise, & knowledge of a subject Audience’s view of speaker’s intelligence, expertise, & knowledge of a subject

10. 10 Character Audience’s view of speaker’s sincerity, trustworthiness & concern for the well-being of the audience Audience’s view of speaker’s sincerity, trustworthiness & concern for the well-being of the audience

11. 11 Types of Credibility Initial credibility Initial credibility Derived credibility Derived credibility Terminal credibility Terminal credibility

12. 12 Enhancing Your Credibility Explain your competence as you begin your speech Explain your competence as you begin your speech Establish common ground with audience Establish common ground with audience Deliver speech fluently, with expression & conviction Deliver speech fluently, with expression & conviction

13. 13 Appeals to Emotions to: Gain attention & motivate listening Gain attention & motivate listening Reinforce points Reinforce points Express personal commitment Express personal commitment Call to action or conclude memorably Call to action or conclude memorably

14. 14 Effective Use of Emotional Appeals Stay audience centered Stay audience centered Use vivid language Use vivid language Balance emotion & reason Balance emotion & reason

15. 15 Errors Using Emotional Appeals Overly graphic or violent appeals Overly graphic or violent appeals Overly frightening or threatening appeals Overly frightening or threatening appeals Overly manipulative appeals Overly manipulative appeals

16. 16 Mythos Interrelated set of beliefs, attitudes, values & feelings held by members of a particular society or culture Interrelated set of beliefs, attitudes, values & feelings held by members of a particular society or culture

17. 17 Fallacy An argument that seems valid but is flawed because of unsound evidence or reasoning An argument that seems valid but is flawed because of unsound evidence or reasoning Complete Interactive Activity 18.1: Identifying Fallacies at the Invitation to Public Speaking website.

18. 18 Types of Fallacies Ad Hominem Ad Hominem Bandwagon Bandwagon Either-Or Either-Or Red Herring Red Herring Slippery Slope Slippery Slope