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CHAPTER 17 - CHAPTER 17 ethos name used by aristotle for... This preview shows pages 1â2. Sign up to view the full content. CHAPTER 17 ethos name used by aristotle for what modern students of communication refer to as credibility credibility audience's perception of whether a speaker is qualified to speak on a given topic.
competence and character. Advertisement ) As explained in your textbook, the credibility of a speaker before he or she starts to speak is called _________ credibility. initial. As your textbook explains, reasoning is. the process of drawing a conclusion on the basis of evidence. As your textbook explains, studies have found that public speakers will usually be more persuasive when they. use specific evidence. use evidence from credible sources. use evidence that is new to the audience.