CHAPTER 18

3. to tradition claims that some proposed innovation is wrong or should not be adopted because it was never done before
4. man is an argument that is easily contention that's easy to knock down
6. is a combination of personalty and dynamism as seen by audience
7. of needs is ones assumption contained through a theory
9. appeals are used to appeal to listeners feelings
11. generality is when the speaker tries to make you accept by putting the ideas with high things
13. is the knowledge and expertise the audience thinks you have
14. evidence is what you use to prove a point
16. techniques involving using the image associated with some person to gain approval
18. is the degree to which the audience thinks you are believable
19. is a fallacy often refereed to as an argument, the speaker tries to persuade the audience to accept or reject the ideas

1. calling the speaker gives the opposition a bad name
2. interest attacks may take in two forms
5. social proof showing listeners what you want them to do
6. is you are someone the audience can trust
8. esteem a favorable self image
10. arguments focusing on facts and evidence rather then emotion
12. is being similar to the audience
15. speech is information and part persuasive
17. refers to the process of influencing another person's attitudes, beliefs, values, and behaviors