Persuasion
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| Persuasion (def) | it is the art of reinforcing or changing beliefs, attitudes, values, or behaviors on a particular subject.
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| art = | the flexible application of principles
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| what are the three modes of persuasion? | logical, emotional, and ethical
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| greek for logical | lambda
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| greek for emotional (psychological) | pi
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| greek for ethical | eta
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| what are the three types of prepositions? | fact, value, and policy
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| what is a preposition? | a statement about something
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| fact: | statement that says something was, is, or will be the case
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| value: | statement that says something was, is, or will be good or bad. (neither true nor false; subjective)
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| policy: | statement that says a specific course of action should be adopted. (only future tense)
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| Issue Analysis: | a clash between arguments stated in question form
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| evidence | anything you're willing to believe
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| what are the four types of evidence? | valid assumptions, facts, statistics, testimony
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| facts: | any observable, verifiable, piece of datum
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| ways to test facts: | is it current, is it consistent with others, are there any saying the opposite?
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| statistics: | generalizations or comparisons expressed in numerical form
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| ways to test statistics: | how current is it, what sample was conducted, who is the source?
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| testimony: | written or oral opinions about something
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| ways to test testimonies: | who is the source, how current is it, how biased is it, is it based on facts?
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| what are five types of reasoning? | generalization, causation, analogy, sign, and categorical
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| argument by generalization: | what is true of the example(s) is probably true of the entire set of examples w/in the same class.
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| ways to test generalization: | how many examples did you use, how typical are the results, are there any negative examples?
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| argument by causation: | a specific cause produces a specific effect
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| ways to test causation: | is the cause strong enough to produce the effect, could there be some other causal factors, how consistent is the relationship b/t cause and effect?
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| argument by analogy: | weakest form of reasoning; if two objects are similar in a certain situation, they probably will be similar in other situations
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| ways to test analogy: | do the similarities outweigh the dissimilarities?
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| argument by sign: | if certain symptoms suggest the presence of a particular condition
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| ways to test sign: | are there enough signs, do these signs generally indicate that condition, are there a number of contradictory signs?
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| categorical argument: | opposite of generalization; uses deductive reasoning; goes from general to specific; what is true of the entire category (generalization) will be true of any member in that category
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| ways to test categorical: | does the condlusion follow logically from the premises?
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| fallacies of reasoning: | begging the question, pseudoauthority, irrelevant appeals
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| begging the question: | assuming the truth w/o proving it.
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| one type of begging the question: | alleged certainty ("anyone with half a brain would know that!")
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| pseudoauthority: | lying; making it up; made-up authority
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| irrelevant appeals: | has nothing to do with the issue or anything you're talking about
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| whare are two types of irrelevant appeals? | appeal to pity, appeal to fear
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| motivational proof AKA | Pi
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| ways to use motivational proof: | rewarded behavior, hierarchy of needs, group identification, self-image
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| credibility AKA | Eta
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| credibility DEF: | it is the amount of belief a person has in some person or thing such as an institution
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| what are the 6 dimensions of credibility? | competency, trustworthiness, develop goodwill towards the audience, dynamism, identification, immediate behavior
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| competency: | do you know what you're talking about? be knowledgeable of your subject; have qualified sources
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| trustworthiness: | does the audience trust you? sound sincere, genuine
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| develop goodwill towards the audience: | what will benefit the audience? use personal pronouns (we, us); be friendly, honest
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| dynamism: | variety in delivery
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| identification: | identify with your listeners; common goals, values, beliefs
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| immediate behavior: | reduction of physical and psychological space b/t speaker and listener
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