Rhetoricians since Plato's day have been concerned with how much knowledge speakers should possess in order to speak effectively as well as ethically. The expert, like anyone, can err, but the chance of factual error decreases when speakers have a thorough grasp of their subject matter. However, the expertise position can potentially become a…

Issue advertising is intended to inform an audience--most commonly with the intent of changing unfavorable opinions or reinforcing favorable ones--to affect cognition (in contrast to the behavioral emphasis of product and service advertising, intended to stimulate trail and adoption). To explore public reactions to printed and televised issues…

Focusing on situational and personality factors as predictors of two common types of sales behavior (the customer-oriented/marketing approach, and the adversarial/bottom-line approach), a study conducted a national survey of advertising sales people and media buyers in the summer and fall of 1987. A total of 3669 questionnaires were sent to…

Addressing two recurrent concerns in educational debate--how a discipline can contribute to students' analytical and critical thinking, and how to improve students' ability to express themselves orally and in writing--the Language of Critical Thinking course is designed to strengthen critical thinking skills by using a legal case study approach.…

Reporting on a public relations course at Indiana State University, this paper presents specific guidelines for students to use in converting the classroom theory of creative problem solving, persuasion, promotion, publicity, and management into the actual staging of a special event and/or fund raising. The paper offers suggestions in the areas of…

To determine if there is a distinction between the forensics community's idea of quality and that of the general population, tournament rankings of forensics judges and those of a lay audience were compared. Undergraduate students enrolled in a variety of speech related courses were asked to attend rounds of competition at a midwest collegiate…

The assumption that people exert considerable cognitive effort in processing incoming information has been complemented in recent years by the idea that people often perform tasks and make decisions after only minimal information processing. Although both the heuristic and systematic conceptualizations of information processing share the…

To create successful job resumes, students must consider carefully the rhetorical elements of audience, persona, meaning, and text. Students can begin tailoring the resume to their own needs by completing a worksheet listing work experience, educational history and other relevant details. Using the worksheet helps students focus on the audience,…

Communication scholars have recently focused attention on songs as artifacts of popular culture. Current literature implies that the contexts of music communication are defined by the relationships that songs establish between artists and their audience: persuasive, expressive, and commercial. As the commercialization of music is an inherently…

In the Connecticut School Effectiveness Project, data are collected on seven characteristics of effective schooling: safe and orderly environment, clear school mission, instructional leadership, high expectations, opportunity to learn and time on task, frequent monitoring of student progress, and home-school relations. These data are collected…

Speech act theory jargon has several advantages over the traditional composition jargon. First, it is new and therefore potentially exciting. Its newness means that all students have an equal chance at it and need not feel that because they failed to understand a term presented in high school, that notion is forever lost to them. Second, jargon is…

Rather than relegating Aristotle's "Rhetoric" to history of rhetoric courses, where it is regarded with only an antiquarian interest, it can be used as a practical text for introductory public speaking courses. The advantages would be threefold: (1) its emphasis is essentially on rhetoric as a speaking art rather than an art of…

Interpreting Aristotle's criteria for persuasive writing--ethos, logos, and pathos--as a concern for writer, language, and audience creates both an effective model for persuasive writing and a structure around which to organize discussions of relevant rhetorical issues. Use of this heuristic to analyze writing style, organization, and content…

An evaluation of four seventeenth and eighteenth century essays on optics revealed early trends in the evolution of scientific articles. The later articles showed a growing tendency to (1) separate practice from pure knowledge, (2) organize information around problems of knowledge and theory rather than around chronological events, (3) emphasize…

This paper reviews recent social psychology studies on the influence of message characteristics, issue involvement, and the subject's cognitive response on perceptions of the communicator. The Elaboration Likelihood Model (ELM) is used as a framework to discuss various approaches to persuasion, particularly central and peripheral routes to…