WTW Vocabulary - Week 4

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Advocacy

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The act of publicly supporting or recommending a particular idea, cause, or policy to influence decision-makers.

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Bias

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A preconceived opinion or preference that can influence decision-making and persuasive messaging.

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Causation

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Establishing a direct link between an action and its consequence to strengthen an argument.

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Conviction

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A strong belief in one’s message, which enhances credibility and persuasive impact.

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Credibility

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The level of trustworthiness and expertise a communicator conveys, often supported by evidence or experience.

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Ethos

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An appeal to ethics and credibility in persuasion, often established through expertise, authority, or moral character.

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Feasibility

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The practicality and likelihood of success for a proposed solution, backed by evidence and analysis.

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Logos

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An appeal to logic and reason, using data, statistics, and sound argumentation to persuade.

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Negotiation

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The process of reaching an agreement through discussion and compromise, often requiring persuasive tactics.

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Pathos

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An appeal to emotions, using storytelling, empathy, or evocative language to persuade an audience.