Evaluative listening
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Evaluative listening is important for providing objective feedback rather than being influenced by emotion. It involves asking open-ended questions that require judgment and critical thinking. High-level questions call for opinions rather than yes/no answers. When listening, it is important to distinguish between facts and opinions and evaluate the strength of evidence used to support arguments. Assessing advertisements requires judging the truthfulness of claims and recognizing emotional appeals used to influence listeners, such as appeals to acquisition, companionship, creativity, and more. Effective evaluative listening requires considering the speaker's intent and whether the listener's emotions are being manipulated.
Evaluative listening
- 4. • Evaluative listening is also important for assertive behavior as it allows you to think through the facts and provide objective feedback rather than be 'hood-winked' by emotion.
- 8. •Do you think…? Why? • Do you feel/ believe that…? Why? • Do you agree that…? Why? Why not? • Do you like/ prefer…? Why? Why not? •What is your opinion of…?Why? • Which is best? Why? • Which do you prefer…?Why? • Why do you think? • What do you consider is the…?
- 9. HIGH-LEVEL QUESTIONS are questions that do not simply ask for yes or no answers. They call for a person’s opinions or judgments on a critical issue presented. the person may be asked to think critically and evaluate the ideas, opinions and beliefs stated. Thus, they can also be called evaluation questions.
- 10. Micro-listening sub skills 1. Distinguishing between fact and opinion FACT S Facts are truth known to exist. They can be determined by direct observation and/ or they can be verified by a reliable source.
- 11. OPINIONS Opinions are statements of personal judgments and preferences. ✡ Open to disputes or arguments and they are hard to prove or disprove because they are expressions of their possessors’ own perceptions. ✡ Can be evaluated on the basis of the reliability or competence of the speakers.
- 12. 2. Listening to make inference A good evaluative listener makes inference based on what the character says or does, to whom he/she says it, how he/she says it and where he/she says it. Listeners should be able to determine how valid are the inferences made by speakers. Critical listener should note whether the speaker uses qualifying words such as might, could, would, may, perhaps, possibly.
- 13. 3. Evaluating Evidence ✡ An effective critical evaluative listener should be able to analyze the soundness of not only the speaker’s argument but also the speaker’s support-the evidence. A speaker can support his/her assertions with any variety of types of evidences including testimonies, facts, opinions, inferences and statistics.
- 14. To test the evidence used by the speaker, the listener should determine the following: a. the clarity of the evidence b. the accuracy of the evidence c. reliability of the evidence
- 15. 4. Listening to advertisements When people listen to advertisements, they form their own judgments as to whether or not the products advertised are worth buying or patronizing.
- 19. LISTENING TO JUDGE TRUTHFULNESS OF CLAIMS The speakers credibility has a great impact on the listeners. As critical listeners, we have to be aware that a person’s reputations in the past or at present can influence us. However, we should be aware of the influence of the image and not make our decisions solely on this basis.
- 21. Advertisements usually appeal to our emotions. The speaker’s may use any of a number of appeals to win the favour of the listeners.
- 22. 1. ACQUISITION AND SAVINGS The speaker might appeal to our need for acquisition and savings by stressing how the product can save us money. EX: “Save as much as 25%...” “200 grams free…” 2. COMPANIONSHIP This appeal arouses in us the desire to be with other people. EX: “Be counted. Be one of the thousands of people who joined us.”
- 23. 3. ADVENTURE The listener’s desire to explore new worlds, see exciting happenings, and participate in different events is often stressed. EX: “Experience our newest thrill rides.” 4. CREATIVITY T
- 24. 5. CURIOSITY Operates on our desire for adventure, particularly if we are motivated to explore new territory EX: A salesperson who keeps his product unknown until the near end of his presentation arouses our interest and often motivates us to continue listening. 6. FIGHTING A speaker often employs the appeal to fighting by arousing the anger of his listeners. EX: “Are you happy with the judge’s decisions?”
- 25. 7. FE AR The speaker overdo a fear appeal so that the listener may even be threatened to believe or follow him/her. EX: A religious group maintaining that a man who refused to listen to their preaching suffered a heart stroke. 8. GUI A prominent advertising theme today. Working LT mothers are one of the targets of this type of appeal. They are encouraged to “make up” for their absences.
- 26. 9. IMITATION EX: Using the cosmetics endorsed by a well-known celebrity in order to have the same kind of flawless skin. 10. LOYALT Y This is an appeal to our sense of loyalty to our nation, our friends, and family and organization.
- 27. 11. INDEPENDENCE A devise used by some advertisers to appeal to our sense of independence. EX: A liberated woman looking sophisticated using a certain brand of cosmetics. 12. PERSONAL ENJOYMENT This is an appeal to our desire for pleasure. EX: An airline advertising the comfort and luxury of riding on its plane.
- 28. 13. POWER AND AUTHORITY The speaker may wish to appeal to the listener’s sense of power and authority. EX: An auto industry convincing buyers to by large engines because large engines connote power, strength and authority. 14. PRIDE This is an appeal to individuals self-esteem which develops a positive self-concept in their listeners. EX: Coaches and manager rely heavily on the player’s sense of pride to “give their all” in a competition.
- 29. 15. REVULSION EX: The fear of germs, a soap ad illustrating that the use of another brand will not wash away all the germs in your body in contrast with the brand it is endorsing which is very effective in washing away dirt and germs. 16. SEXUAL ATTRACTION EX: A handsome young actor attracted to a girl with long, dark and glossy hair who is using a hair-care product.
- 30. 17. SYMPATHY An ad depicting homeless children, battered wives, sexually abused children can motivate us to give our time, money and talents to their cause.
- 31. As effective critical evaluative listeners, we should know the appeals that the speaker or advertisers uses. The following questions will help us when faced with different emotional appeals.
- 32. 1. What is the speaker’s intent? 2. Is the speaker attempting to manipulate me? 3. Does the speaker have honest motives? 4. Is the speaker making promises that he/she can not fulfill? 5. Who will benefit if the speakers intent is achieved? 6. Does the speaker combine emotional appeal with reasoning? 7. How am I responding? 8. Am I responding on a purely emotional level? 9. Am I allowing my emotional weaknesses to be exploited?