1. Ch 4 & 5

2.  Analyzing the Audience – Chapter 4
 Adapting to Audience – Chapter 5

3. Audience •Study of intended audience
Analysis for the speech
•Process of customizing
Audience
information to specific
Adaptation audience

4. Demographic Subject Related
Information Information
Changes from
Topic to Topic
Remains the same
from Topic to
Topic
Demographics can
help you “guess”

5. Methods for
Ethics
gathering data
•Surveys •Avoid
•Observation stereotyping or
•Contact person marginalizing

7. • Demonstrate relevance

8. • Demonstrate relevance
• Audience disposition

9. • Demonstrate relevance
• Audience disposition
• Establish common ground

10. • Demonstrate relevance
• Audience disposition
• Establish common ground
• Speaker credibility

11. • Demonstrate relevance
• Audience disposition
• Establish common ground
• Speaker credibility
• Information comprehension