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Keyterms (7) - “The appeal to the audience's reason and...

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Unformatted text preview: “The appeal to the audience's reason and logic. WA form of rational appeal defined as a three-part argument consisting of a major premise or general case, a minor premise or specific case, and a conclusion. m: A general case; used in syllogisms and enthymemes. WA specific case; used in syllogisms and enthymemes. W Reasoning from a general condition to a specific instance , ., .. . . . . . . A fallacv of reasoning in which the speaker attempts to support a claim by asserting that a particular piece of evidence (an isolated case)‘ Is true for all individuals or conditions concerned. W syllogism stated as a probability instead of an absolute. Because it states either a major or a minor premise, but not both, the premise not stated remains implied. ”The appeal to audience's emotion. mm unethical speaker who relies heavily on irrelevant emotional appeals to short-circuit Iisteners' rational decision-making process. m The Greek word for "character." According to the ancient Greek rhetorician Aristotle, audiences listen to and trust speakers if they exhibit competence (as demonstrated by the speaker‘s grasp of the subject matter) and good moral character. WA model of human action based on the principle that people are motivated to act on the basis of their needs. ' m: A theory of persuasion developed by Icek Aizen and Martin Fishbein positing that audience members act according to the perceived costs and benefits (”value" )associated with a particular action; useful when developing a persuasive speech targeting behavior. flmflfimfifl‘fiféfif {Still-13%“ A model of persuasion that states that people process persuasive messages by one of two routes-- either central processing or peripheral processing-- depending on their degree of involvement in the message. flfiflm: A mode of processing a persuasive message that involves thinking critically about the contents of a message and the strength and quality of the speaker's arguments. People who seriously consider what the speaker‘s message means to them are most likely to experience a relatively enduring change in thinking. mm A mode of processing a persuasive message that does not consider the quality of the speaker's message but is influenced by such non—content issues as the speaker's appearance or reputation, certain slogans or one-liners, and obvious attempts to manipulate emotions. Peripheral processing of messages occurs when people lack the motivation or the ability to pay close attention to the issues. Chapter 25 thinnifinhmn argument that focuses on whether something is or is not true or whether something will or will not happen. uspmdfiim ski!!!” type of claim of fact that addresses questions for which answers are not yet available. miragafiyaqu claim that addresses issues ofjudgment. WMMW A claim that recommends that a specific course of action be taken, or approved, by an audience. ...
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