Cas 100A Exam 2

Front 1

classical canons of rhetoric

Back 1

invention, arrangement, style, memory, delivery

Front 2

invention

Back 2

the generation of content and strategies through a speaker's research & judgmenet (identify main points of speech, devise appropriate comm

Front 3

arrangement

Back 3

every speech includes intro/body/conclusion
consider: subject matter, purpose, audience

Front 4

style

Back 4

clarity, accuracy/precision, simplicity, concreteness, familiarity, vividness
informative style, persuasive style, motivational style

Front 5

memory

Back 5

types of delivery: internal (impromptu), external (manuscript), mixed (extemporaneous)

Front 6

delivery

Back 6

physical & vocal components
speaker's ethos

Front 7

inductive reasoning

Back 7

is the opposite of deductive reasoning. Inductive reasoning makes broad generalizations from specific observations. Even if all of the premises are true in a statement, inductive reasoning allows for the conclusion to be false. Here’s an example: "Harold is a grandfather. Harold is bald. Therefore, all grandfathers are bald." The conclusion does not follow logically from the statements.

Front 8

deductive reasoning

Back 8

is a basic form of valid reasoning. Deductive reasoning, or deduction, starts out with a general statement, or hypothesis, and examines the possibilities to reach a specific, logical conclusion. The scientific method uses deduction to test hypotheses and theories.

Front 9

claim

Back 9

a statement or proposition that is open to question, and thus that must be support with evidence and argument, proposition that can be inferred from data & warrant

Front 10

data

Back 10

Factual information supporting your claim, assertion of fact or value

Front 11

warrant

Back 11

general rule or belief held by the audience

Front 12

ad populum

Back 12

This is an emotional appeal that speaks to positive (such as patriotism, religion, democracy) or negative (such as terrorism or fascism) concepts rather than the real issue at hand. Example:
If you were a true American you would support the rights of people to choose whatever vehicle they want.

Front 13

hasty generalization

Back 13

This is a conclusion based on insufficient or biased evidence. In other words, you are rushing to a conclusion before you have all the relevant facts. Example:
Even though it's only the first day, I can tell this is going to be a boring course.

Front 14

slippery slop

Back 14

This is a conclusion based on the premise that if A happens, then eventually through a series of small steps, through B, C,..., X, Y, Z will happen, too, basically equating A and Z. So, if we don't want Z to occur, A must not be allowed to occur either. Example:
If we ban Hummers because they are bad for the environment eventually the government will ban all cars, so we should not ban Hummers.

Front 15

false analogy

Back 15

In an analogy, two objects (or events), A and B are shown to be similar. Then it is argued that since A has property P, so also B must have property P. An analogy fails when the two objects, A and B, are different in a way which affects whether they both have property P.

Employees are like nails. Just as nails must be hit in the head in order to make them work, so must employees.

Front 16

circular argument

Back 16

This restates the argument rather than actually proving it. Example:
George Bush is a good communicator because he speaks effectively.

Front 17

ad hominem

Back 17

This is an attack on the character of a person rather than his or her opinions or arguments. Example:
Green Peace's strategies aren't effective because they are all dirty, lazy hippies.

Front 18

false dilemma

Back 18

A False Dilemma is a fallacy in which a person uses the following pattern of "reasoning":
1.
2. Either claim X is true or claim Y is true (when X and Y could both be false).
3. Claim Y is false.
4. Therefore claim X is true.
Look, you are going to have to make up your mind. Either you decide that you can afford this stereo, or you decide you are going to do without music for a while.

Front 19

red herring

Back 19

This is a diversionary tactic that avoids the key issues, often by avoiding opposing arguments rather than addressing them. Example:
The level of mercury in seafood may be unsafe, but what will fishers do to support their families?

Front 20

Maslow’s Hierarchy of Need

Back 20

• Physiological (most need)
• Safety
• Love/belonging
• Esteem
• Self-actualization (least need)

Front 21

Monroe’s Motivated Sequence

Back 21

• Attention
• Need
• Satisfaction
• Visualization
• Action

Front 22

attention

Back 22

• Use of an interesting (fast) story, rhetorical question, interesting statistic – anything to get your audience interested
• Your attention step doesn’t replace your beginning

Front 23

need

Back 23

• You need to convince the audience (or in this case, remind) your audience of the problem
• Audience must understand that the current state of things is not acceptable and must be changed
o Use data to prove your claims
o Discuss what might happen (negatively) if changes are not implemented
o Remind the audience

Front 24

satisfaction

Back 24

• This is where you introduce your solution to the problem
• This is more than policy – you want to introduce tangible ideas for your audience personally
o Position statement
o Examples
o Counterarguments

Front 25

visualization

Back 25

• Describe what the situation will look like if the audience…
o Adopts your ideas (positive method)
• Positive aspects are emphasized
o Rejects your ideas (negative method)
• Negative aspects are emphasized
o Or there’s the contrast method
• Develop the negative first then discuss the positive

Front 26

action

Back 26

• Action/actualization: make it known that YOUR AUDIENCE CAN FIX THE PROBLEM
• In attention and need, you must do more than in your previous speeches to generate strong emotional responses regarding the problem
• Tie the audience’s interests, goals, and needs to your goal

- Select supporting materials (examples, statistics, testimony) that will engage your audience’s beliefs and interests.
- Your own ethos is very important for this speech YOU must be seen as emotionally involved before the audience will become emotionally involved
- The speaker’s delivery is critical.