UNIT 2: THE PERSUADER
What is image or credibility (ethos)?
A comparison of what the persuader “seems to be and know to all that we
are and know.” (rokeach)
Complex perceptions formed by past, present, and future expectations of a
The receiver’s attitude toward the source at a given time in a given
What are the dimensions of credibility?
Trustworthy/ safe (primary)
Honest, sincere, reliable, fair, even tempered, high ethical/ moral
Competence/ expert (primary)
Intelligent, mature, confident, knowledgeable, good judgment,
trained, experienced, skilled
Good will (primary)
Caring, interested, other centered, sensitive, understanding,
sociable (friendly, likeable)
poised, relaxed, calm, composed
forceful, decisive, strong, industrious, active, vigorous
Where does credibility come from?
From the past, prior to the message. If you were told president is going to
speak on tv, we bring with us an image before he begins speaking
Comes from associations before anything/anyone speaks or writes
anything. It can come from almost anything were associated with
Endorsements: ads who talk about some people to create an image
Previous behavior and reputation: What have they done in the
past? Negative image may discredit our want to hear them
Media images: shown on tv, talked about on the internet and paper
will create an image for you (both positive and negative)
During the message:
Content: what are we talking about? The substance of the image is
Delivery: can we see face to face with the person?
Dress and appearance: how do they look?
Promises made: is it worth looking at or considering?
After the message:
Changes in audience behavior: Looking at changes in attitudes
toward groups and or organizations. (Public speaking on behalf of
the government form the president)