a speech that has a goal to influence the attitudes. Values, beliefs, or behavior of audience members
a group of people a speaker most wants to persuade
ethics and credibility; competence and confidence
Integrity; example, analogy, and causation
Warmth/goodwill; fear, social excitement, inspiration, and guilt
Types of Arguments
arguing from example, analogy, causation, and sign
Fallacies (Errors in your reasoning)
Hasty Generalization, False Cause, Ad Hominem, Either-or, Straw Person
Statement of reasons, Comparative advantages, Criteria Satisfaction, Refutative, Problem-Solution, Problem-Cause Solution, Motivated Sequence
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