Evaluative listening

4. 1
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edSuCngDu1cuuTdiCA1ainoua1noi 1
du1roeeTkpg AuTr1dF1uwenge x1 • 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. 1 . D 1 i s t n t s g
u h t b . e w HIGH-LEVEL
QUESTIONS1
1 1.DistDnguh nigb1giehi hginuwfaci
1ndioh.i 1.Di h.i st i1 npD.nFiAbDciC1aai
oh.i1ifD.nh Tnihfu uh nih.iSterwD gni
h i1iC.uguC1aiunntDif.DnD gDeF
 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.1
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C.uguC1aaci1 eiDx1at1gDigbDiueD1nyi
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gbDciC1 i1anhikDiC1aaDeiDx1at1guh i
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 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. OgCaeksghnu g b1htd1hAgssh Micro-listening sub skills1. Distinguishing between fact and opinion
1.Distinguishing between fact and opinion
FACT
S1.Distt are truth known to exist.
They can be determined by
direct observation and/ or they
can be verified by a reliable
source.
Facts are truth known to exist.
They can be determined by
direct observation and/ or they
can be verified by a reliable
source.

11. OPINIONS1.DiDsitn 1.Dist1tDnDgtsiuhi D.sug1bi
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s D1yD.sd
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 2. Listening to make
inferenceP1beeT1uDistingDu1sghnu ua1wiAuh1
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hiFh1ea1TeuhI1ne1poew1oulhou1hiFh1gnI1oep1
oulhou1hiFh1gn1i T1pouau1oulhou1hiFh1gnx
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.Nghnu uah1hoetsT1du1idsu1ne1Tunuawg u1oep1
DisgT1iau1nou1g cuau Cuh1wiTu1dF1hfuiAuahx
Listeners should be able to determine how
valid are the inferences made by speakers.2agngCis1sghnu ua1hoetsT1 enu1pounoua1nou1
hfuiAua1thuh1LtisgcFg b1peaTh1htCo1ih1 facdopg
FACTSpgrACTSpgfkxpgymvdky/pgyA//alTxO
Critical listener should note whether the
speaker uses qualifying words such as might,
could, would, may, perhaps, possibly.

13. 3. Evaluating Evidence 3. Evaluating Evidence1
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uDgTu Cuh1g CstTg b1 om/oafAPam/pgIkFo/pgAyaPaAP/pg
aPImvmPFm/g i T1 /okoa/oaF/O
✡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. 4e1nuhn1nou1uDgTu Cu1thuT1dF1nou1
hfuiAuaI1nou1sghnu ua1hoetsT1Tunuawg u1
nou1cessepg bW 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. When people listen to advertisements, they
form their own judgments as to whether or
not the products advertised are worth buying
or patronizing.4. Listening to
advertisements
4. Listening to
advertisements

19. s. btw.wDgbegEh4Dtg
bWhb1’hswt ge’g?s5.6 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.

20. 1 . . D . . i s t
1 n g D u h i . D D s h . ASSESSING
ADVERTISEMENTS

21. Advertisements usually Advertisements usually
appeal to our emotions. The appeal to our emotions. The
speaker’s may use any of a speaker’s may use any of a
number of number of appeals to win appeals to win
the favour of the the favour of the
listeners.listeners.

22. P x 1 I N 2 i . i h i L s F 1 s n F . 1 g i s t . 1.ACQUISITION AND SAVINGShywFdrwCmwfFoc3yaFCrrwCTFakFkAfFpwwbF/kfF
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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…”5 x F I L 4 1 s i L s . 5 i 4
2. COMPANIONSHIPhycdFCrrwCTFCfkAdwdFcpFAdFaywFbwdcfwFakFlwFOcayF
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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. 8 x F 1 n g D s h 2 u D 3. ADVENTUREhywFTcdawpwfvdFbwdcfwFakFw9rTkfwFpwOFOkfTbd:FdwwF
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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.”; x F I u D 1 h i g i h <
4. CREATIVITYh
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24. 6 x F I 2 u i L . i h < 5. CURIOSITYLrwfCawdFkpFkAfFbwdcfwF/kfFCbewpaAfw:FrCfacEATCfTSF
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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.> x F ? i t 5 h i s t
6. FIGHTING1FdrwCmwfFk/awpFworTkSdFaywFCrrwCTFakF/c3yacp3FlSF
CfkAdcp3FaywFCp3wfFk/FycdFTcdawpwfdx
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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. A x F
? D
1 u 7.
FE
ARhywFdrwCmwfFkewfbkFCF/wCfFCrrwCTFdkFayCaFaywF
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DW’F 1FfwTc3ckAdF3fkArFoCcpaCcpcp3FayCaFCFoCpFOykF
fw/AdwbFakFTcdawpFakFaywcfFrfwCEycp3FdA//wfwbFCF
ywCfaFdafkmwx 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.C x F
t 2 i
D h
8.
GUI
LT1FrfkocpwpaFCbewfacdcp3FaywowFakbCSxFEkfmcp3F
okaywfdFCfwFkpwFk/FaywFaCf3wadFk/FaycdFaSrwFk/F
CrrwCTxFhywSFCfwFwpEkAfC3wbFakF? o C m w F A r HF
/kfFaywcfFCldwpEwdx A prominent advertising theme today. Working
mothers are one of the targets of this type of
appeal. They are encouraged to “make up”
for their absences.

26. F x F i i h 1 h i L s 9. IMITATIONDW’F 2dcp3FaywFEkdowacEdFwpbkfdwbFlSFCFOwTT=mpkOpF
EwTwlfcaSFcpFkfbwfFakFyCewFaywFdCowFmcpbFk/F
/TCOTwddFdmcpx
EX: Using the cosmetics endorsed by a well-known
celebrity in order to have the same kind of
flawless skin.P 8 x F
D L < 1 D h
<
10.
LOYALT
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pCackp:FkAfF/fcwpbd:FCpbF/CocTSFCpbF
kf3CpcGCackpx
This is an appeal to our sense of loyalty to our
nation, our friends, and family and
organization.

27. P P x F i s n D 4 D s n D s I D 11. INDEPENDENCE1FbwecdwFAdwbFlSFdkowFCbewfacdwfdFakFCrrwCTFakFkAfF
dwpdwFk/FcpbwrwpbwpEwx
DW’F 1FTclwfCawbFOkoCpFTkkmcp3FdkrycdacECawbFAdcp3F
CFEwfaCcpFlfCpbFk/FEkdowacEdx
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.P 5 x F 4 D u . L s 1 D F D s H L < D s h
12. PERSONAL ENJOYMENThycdFcdFCpFCrrwCTFakFkAfFbwdcfwF/kfFrTwCdAfwx
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This is an appeal to our desire for pleasure.
EX: An airline advertising the comfort and luxury
of riding on its plane.

28. P 8 x F 4 L E D u F 1 s n F 1 2 h 5 L u i h < 13. POWER AND AUTHORITYhywFdrwCmwfFoCSFOcdyFakFCrrwCTFakFaywFTcdawpwfvdF
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rkOwf:Fdafwp3ayFCpbFCAaykfcaSx
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.P ; x F 4 u i n D
14. PRIDEhycdFcdFCpFCrrwCTFakFcpbcecbACTdFdwT/=wdawwoFOycEyF
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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. P 6 x F u D g 2 D . i L s 15. REVULSIONDW’F hywF/wCfFk/F3wfod:FCFdkCrFCbFcTTAdafCacp3FayCaF
aywFAdwFk/FCpkaywfFlfCpbFOcTTFpkaFOCdyFCOCSF
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aywFlfCpbFcaFcdFwpbkfdcp3FOycEyFcdFewfSF
w//wEacewFcpFOCdycp3FCOCSFbcfaFCpbF3wfodx
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.P > x F . D W 2 1 D F 1 h h u 1 I h i L s
16. SEXUAL ATTRACTIONDW’ F1FyCpbdkowFSkAp3FCEakfFCaafCEawbFakFCF3cfTF
OcayFTkp3:FbCfmFCpbF3TkddSFyCcfFOykFcdFAdcp3FCF
yCcf=ECfwFrfkbAEax
EX: A handsome young actor attracted to a girl
with long, dark and glossy hair who is using a
hair-care product.

30. P A x F . < 4 1 h 5 < 17. SYMPATHY1pFCbFbwrcEacp3FykowTwddFEycTbfwp:FlCaawfwbFOcewd:F
dw9ACTTSFClAdwbFEycTbfwpFECpFokaceCawFAdFakF
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ECAdwx
An ad depicting homeless children, battered wives,
sexually abused children can motivate us to
give our time, money and talents to their
cause.

31. 1dFw//wEacewFEfcacECTFweCTACacewF
Tcdawpwfd:FOwFdykATbFmpkOFaywF
CrrwCTdFayCaFaywFdrwCmwfFkfF
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4AwdackpdFOcTTFywTrFAdFOywpF/CEwbF
OcayFbc//wfwpaFwokackpCTFCrrwCTdx 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? 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?