Glossary
argument quality: how strong, forceful,
or convincing are the ideas in a message
argument quantity: the number of reasons in a message
evidence: information that proves a point in a message;
examples, statistics, expert testimony
comprehension: understanding a persuasive message
credibility: the audience’s perception of whether the
source of a message is an expert or is trustworthy
examples (evidence): specific instances or
illustrations of an idea
organization: the order of ideas in a message; most
messages have an introduction, then a main body, then a
conclusion (unless a message is short and simple); the main
body is usually divided into several ideas, like time (past,
present, future) or space (urban and rural; or east, Midwest,
south, and west)
statistics (evidence): evidence in numerical form
testimony (evidence): opinion from an expert on the
topic
yielding: agreeing with a persuasive messages; changing
one’s attitudes
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