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a mode of processing a persuasive message that does not consider the quality of the speaker's message, but is influenced by such non-content issues as the speaker's appearance or reputation, certain slogans or one-liners, and obvious attempts to manipulate emotion. This processing of messages occurs when people lack the motivation or the ability to pay close attention to the issues
Peripheral Processing
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an audience of persons with an intimate knowledge of the topic, issue, product or idea being discussed
Expert of Insider Audience
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the link between a claim and evidence
Warrant
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supporting material that provides grounds for belief
Evidence
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an argument that focuses on whether something will or will not happen
Claim of Fact
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an argument that addresses issues of judgement
Claim of Value
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an argument that recommends that a specific course of action can be taken, or approved, by an audience
Claim of Policy
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logical explanation of a claim by linking it to evidencef
Reasoning
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offering a cause-and-effect relationship as proof of a claim
Casual Reasoning
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a statement that is based on an invalid or deceptive line of reasoning
Logical Fallacy
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a pattern of organizing speech points so that they demonstrate (1) the nature of the problem (2) reasons for the problem, and (3) proposed solution(s)
Problem-Cause-Solution Pattern of Arrangement
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a five-step process of persuasion, developed by Alan Monroe, that begins with arousing attention and ends with calling for action
Motivated Sequence
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a pattern of organizing speech points so that the speaker's viewpoint or proposal is shown to be superior to one or more alternative viewpoints or proposals
Comparative Advantage Pattern
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a pattern of organizing speech points in which each main point addresses and then refutes (disproves) an opposing claim to a speaker's position
Refutation Organizational Pattern
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