1. The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved.

2. Building credibility Using evidence Reasoning Appealing to emotions

3. The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. Perception of speaker’s competence & character

4. The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. Aristotle’s name for credibility

5. The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. Initial: before speech Derived: produced during speech Terminal: at end of speech

6. The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. Explain competence Establish common ground Speak expressively, with conviction

7. The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. (click above to play)

8. The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. Aristotle’s name for logical appeals Evidence & reasoning

9. The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. Supporting materials used to prove or disprove something

10. The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. Use specific evidence Use novel evidence Use credible evidence Make clear point of evidence

11. The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. (click above to play)

12. The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. Drawing conclusion based on evidence

13. The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. Specific instances Principle Causal Analogical

14. The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. Moving from particular facts to general conclusion

15. The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. “My P.E. course last term was easy. My roommate’s P.E. course was easy. My brother’s P.E. course was easy. Therefore, P.E. courses are easy.”

16. The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. Avoid hasty generalizations Qualify argument when necessary Reinforce argument with statistics, testimony

17. The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. Moving from general principle to specific conclusion

18. The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. Major Premise:All people are mortal. Minor Premise:Socrates is a person. Conclusion:Therefore, Socrates is mortal.

19. The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. Use major premise listeners will accept Provide evidence for minor premise

20. The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. Establishing relationship between causes & effects

21. The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. “Because that patch of ice was there, I fell and broke my arm.”

22. The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. Avoid fallacy of false cause Do not assume events have only one cause

23. The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. Comparing two similar cases What is true for first case is also true for second Cases must be essentially alike

24. The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. “If you’re good at tennis, you will probably be good at Ping- Pong.”

25. The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. Hasty generalization False cause Invalid analogy Bandwagon Red herring

26. The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. Ad hominem Either-or Slippery slope Appeal to tradition Appeal to novelty

27. The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. Jumping to conclusion based on insufficient evidence

28. The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. “Throughout American history, military leaders have always made excellent Presidents. Look at the examples of George Washington, Andrew Jackson, and Dwight Eisenhower.”

29. The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. Mistakenly assuming that because one event follows another, first event causes second

30. The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. “When a team from the NFC wins the Super Bowl, economic growth during the next year is stronger than when a team from the AFC wins the Super Bowl. Therefore, if we want economic growth, we should root for a team from the NFC to win this year’s Super Bowl.”

31. The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. Two cases being compared not essentially alike

32. The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. “Employees are like nails. Just as nails must be hit on the head to get them to work, so must employees.”

33. The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. Because something is popular, it is good or correct

34. The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. “The governor must be correct in his approach to social policy; after all, the polls show that 60 percent of the people support him.”

35. The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. Irrelevant issue diverting attention from actual subject

36. The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. “How dare my opponents accuse me of political corruption at a time when we are working to improve the quality of life for all people in the United States.”

37. The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. Attacking person rather than dealing with real issue

38. The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. “The head of the commerce commission has a number of interesting economic proposals, but let’s not forget that she comes from a very wealthy family.”

39. The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. Forcing choice between two alternatives when more than two exist

40. The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. “The government must either raise taxes or eliminate services for the poor.”

41. The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. Assuming first step will lead to later steps that can’t be prevented

42. The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. “Now that the TSA is allowed to use full body scanners and invasive pat-downs before letting us through security, it’s only a matter of time before they strip-search every man, woman, and child who wants to fly on a plane.”

43. The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. Assuming something old is automatically better than new

44. The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. “I don’t see any reason to abolish the electoral college. It has been around since the adoption of the U.S. Constitution in 1787, and we should keep it as long as the United States continues to exist.”

45. The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. Assuming something new is automatically better than old

46. The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. “Our church should adopt the 2011 New International Version of the Bible because it is 400 years newer than the King James Version.”

47. The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. Appeals intended to evoke sadness, anger, happiness, pride, etc.

48. The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. Aristotle’s name for emotional appeal

49. The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. Use emotional language Develop vivid examples Speak with sincerity, conviction

50. The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. (click above to play)

51. The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. Make appropriate to topic Don’t substitute for evidence, reasoning

52. The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. (click above to play)

53. The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved.