Chapter 6
a device used at the beginning of an argument to capture the audience’s attention and engage their interest in the topic
attention-getter
scientifically proven, factual information; thought of as measurable and quantifiable information that can be verified by scientific testing and supported by logical standards
hard evidence
clarify what you mean and reveal the intentions of your persuasion
definition of terms
describes a five-step process of persuading the audience: arouse attention, demonstrate need, satisfy need, visualize results, and advocate for action.
Monroe's motivated sequence
the process of deciding how to structure and order the material in a presentation
arrangement
an overview of the sub-points that help to reinforce the thesis
preview statement
•supporting information that has persuasive appeal, but lacks the infallible backing associated with hard evidence; often supported with appeals to pathos
soft evidence
the coherent use of words to convey meaning
clear language
allows you to arrange your argument so that it documents a problem and its harms and urges for a solution or solutions
problem-solution design
the interpretation of one’s own observations and experiences
opinion
questioning periods that typically consist of questions to clarify definitions or arguments that an opponent has provided
crossfires
deliberate misinformation or a partial truth that seems to be factual but is not
pseudo-facts
the use of vivid and intense words to engage the audience and magnify the power of a message
colorful language
oan arrangement of arguments that overcome opposing evidence by proving it false
refutative design
stories that engage the audience to illustrate a point
narratives
signposts and internal summaries that signal changes in an argument or message
transitions
a statement or endorsement provided by a credible expert or authority figure
expert testimony
a message that is designed to be deliberately vague, so as to preserve one’s options
strategic ambiguity
Awareness, Understanding, Agreement, Enactment, and Integration are all parts of what design?
the persuasive design
a typically short narrative of an interesting, amusing, or biographical incident
anecdote
the structured critique of a specific argument
rebuttals
a statement or endorsement provided by a layperson
lay testimony
subjective language that includes the emotions and associations connected to a word.
connotative meaning
provides the basic elements needed in an argument or debate: significance, harms, inherency, and solvency
stock-issues design
the use of the same word to convey different meanings in the same argument
equivocation