COMM 104 1st EditionExam # 2 Study GuideKey Terms To RememberSophists: group of ancient Greek men who inspired the RhetoricKairos: refers to the use of timing during public communicationPublic: audience to which a speaker is addressing in public comm.Address: a relationship existing between a speaker and the audience to whom they are speaking; some type of familiar common groundPublic Sphere: non-private common place for communicationSyllogism: statement including a three part deductive reasoning Enthymeme: only two parts of a syllogism is used leaving the audience to piece together the informationEthos: credibility of a speaker including their competence, character, or level of caringPathos: a speakers way of appealing emotionally to an audience Logos: using logic and reasoning in rhetoricEfficacy: the likelihood that an emotional appeal is possibleSeverity: level of impactSusceptibility: the likelihood of an emotional appeal to have an impact on an audienceConcepts to Keep in MindThe Rhetoric was a three part system created by Aristotle and the Sophists to aide in argumentative speaking. Those three parts include the speaker, audience, and the speech itself. The three proof of rhetoric are ethos, logos, and pathos. Aristotle's five cannons of rhetoric include invention, arrangement, style, delivery, and memory. Audience analysis is important to use in public communication to guage the type of speaking that should occur depending on the audience demographics. An argument consists of a claim and a reason. The three dimensions of credibility are character, competence, and caring. These can be remembered as the three c's of credibility. The three types of ethos are initial, derived, and terminal. Ethos is related to power because those who have alot of power or are in a powerfulposition with the public normally are credited with having a large amount of ethos. This may not always be true, though. The five power bases are coercive, reward, legitimate, expert, and referent. In order to evaluate whether or not a source of ethos is trustworthy or credible, a speaker should keep a few things in mind. Make sure the source is educated in the subject matter, information is up to date, it is unbiased and truthful, and that ample support is given for the claims made. To strengthen ethos, sometimes propositions can be used. These include propositions of fact, value, and policy. Evidence is a type of logos that relies on proof. The most common types of evidence are examples, statistics, and testimonials. A theory is a type of evidence used to describe, explain, predict, and control an argument. Normally these are used to organize thoughts and add strength to an argument. Fallacies are arguments that rely on deceit and trickery to win an argument without the use of logic and reasoning. The types of fallacies include: appeals to ignorance, appeals to the mob, appeals to emotion, ad hominem attacks, straw man fallacies, playing with words, and the misuse of authority. Fear Appeals are a type of pathos that invoke a feeling of vulnerability to the audience concerning risk. These should be used after evaluating severity and susceptibility along with efficacy. Guilt appeals rely on internal norms of audience members to violate their emotions. These can include loyalty, respect, and helping others. Humor appeals evoke feelings of happiness in the audience. They can be used as an attention grabber, but normally have more ofa long term effect than a short term