COMM108: Ch.10

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Last updated 2:26 AM on 4/6/26
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8 Terms

1
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ETHOS: Description and Facets

The image of the source of the message

- No message is determined independently from its source

2
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ETHOS: Components of credibility

Competence, Character (trust worthiness) , caring (goodwill)

3
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Components of credibility: COMPETENCE

How knowledgeable, skilled, informed or experienced the source of the message is perceived to be 

- Perceived: credibility is a cue, it is a perception and not always a reality 

4
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Components of credibility: Character(trust worthiness)

How honest, sincere, genuine a source of the message is perceived to be 

- The image is more effective then the actual nature of the message

5
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Components of credibility: Caring(goodwill)

How much the source of the message is perceived to have the audience’s best interest in mind 

6
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LOGOS: Description

The words used to make the claim, the words used to support the claim

7
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LOGOS: Types of Reasoning

inductive, deductive, casual

8
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Types of reasoning: Inductive

From specific generalization