Building credibility
Using evidence
Reasoning
Appealing to emotions

audience’s perception of whether a speaker is qualified to speak on a given topic

name used by Aristotle for what modern students of communication refer to as credibility

how an audience regards a speaker’s intelligence, expertise, and knowledge of the subject

how an audience regards a speaker’s sincerity, trustworthiness, and concern for the well-being of the audience

credibility of a speaker before she or he starts to speak

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credibility of a speaker at the end of the speech

explain your competence
establish common ground with your audience
deliver your speeches fluently, expressively, and with conviction

logical appeal of a speaker. the two major elements of logos are evidence and reasoning

supporting materials used to prove or disprove something

the process of drawing a conclusion on the basis of evidence

use specific evidence
use novel evidence
use evidence from credible sources
make clear the point of your evidence

Reasoning that moves from particular facts to a general conclusion

Reasoning that moves from a general principle to a specific conclusion

Reasoning that seeks to establish the relationship between causes and effects

Reasoning in which a speaker compares two similar cases and infers that what is true for the first case is also true for the second.

Avoid hasty generalizations
if your evidence does not justify a sweeping conclusion, qualify your argument
reinforce your argument with statistics or testimony

make sure listeners will accept your general principle
provide evidence to support your minor premise

avoid the fallacy of false cause
do not assume that events have only a single cause

above all, make sure the two cases being compared are essentially alike

an error in reasoning

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mistakenly assumes that because one even follows another, the first even is the cause of the second

which the two cases being compared are not essentially alike

introduces an irrelevant issue to divert attention from the subject under discussion

attacks the person rather than dealing with the real issue in dispute

forces listeners to choose between two alternatives when more than who alternatives exist

assumes that because something is popular, it is therefore good, correct, or desirable

assumes that taking a first step will lead to subsequent steps that cannot be prevented

appeals that are intended to make listeners feel sad, angry, guilty, afraid, happy, proud, sympathetic, reverent, or the like