Page 432 - Between One and Many The Art and Science of Public Speaking

about the topic of your persuasive speech. Then, describe how you plan on
using these specifi c factors so that they will sustain the perception of cred-
ibility as you deliver your speech.

5. Newspaper editorials constitute a persuasive message. To improve your abil-
ity in recognizing the types of appeals being used, select a recent column
from a nationally syndicated writer such as George Will, David Brooks, or
Ellen Goodman. Mark what you consider to be appeals the columnist is
using. Note whether these appeals are intended to affect your emotions or
your primitive beliefs. Finally, label the emotion or belief that the appeal is
targeted at arousing.

Notes

1. Aristotle, Rhetoric, trans. W. Rhys Roberts (New York: Modern Library,
1954), 25.
2. William J. McGuire, “Inducing Resistance to Persuasion: Some Contem-
porary Approaches,” in Advances in Experimental and Social Psychology, ed.
L. Berkowitz (New York: Academic Press, 1964), 191–229.

3. M. Sherif and C. I. Hovland, Social Judgment: Assimilation and Contrast
Effects in Communication and Attitude Change (New Haven: Yale University
Press, 1961).
4. Sarah Trenholm, Persuasion and Social Infl uence (Englewood Cliffs, N.J.:
Prentice-Hall, 1989).

5. Carl I. Hovland, Irving L. Janis, and Harold H. Kelly, Communication and
Persuasion (New Haven: Yale University Press, 1953); James C. McCros-
key, An Introduction to Rhetorical Communication, 5th ed. (Englewood Cliffs,
N.J.: Prentice-Hall, 1986); David K. Berlo, James B. Lemert, and Robert J.
Mertz, “Dimensions for Evaluating the Acceptability of Message Sources,”
Public Opinion Quarterly, 33 (Winter 1969–1970): 562–76; Kenneth E. An-
derson, Persuasion: Theory and Practice (Boston: Allyn & Bacon, 1971). For
a useful chart comparing various researchers’ terms for these key compo-
nents of credibility, see John R. Wenburg and William W. Wilmont, The
Personal Communication Process (New York: Wiley, 1973), 145–47.
6. Mike Allen, “Meta-Analysis Comparing the Persuasiveness of One-Sided
and Two-Sided Messages,” Western Journal of Communication, 55 (1991):
390–404.

7. John C. Reinard, “The Empirical Study of the Persuasive Effects of Evi-
dence: The Status After Fifty Years of Research,” Human Communication
Research, 15 (Fall 1988): 3–59.
8. Reinard, “The Empirical Study,” 46.
9. This summary of fi ndings is abstracted from Reinard’s excellent book,
Foundations of Argument: Effective Communication for Critical Thinking
(Dubuque, Iowa: W. C. Brown, 1991), 125–27.
10. James C. McCroskey, An Introduction to Rhetorical Communication, 7th ed.
(Needham Heights, Mass.: Allyn & Bacon, 1997).
11. Aristotle, Rhetoric.
12. Irving Janis, “Effects of Fear-Arousal on Attitude Change: Recent Develop-
399
ments in Theory and Experimental Research,” in Advances in Experimental