However, if there is an element of appeal, then listeners and readers will also look for evidence of credibility. The person doing the communicating must appear to know what he or she is talking about, must provide accurate information, must assemble relevant evidence, and must indicate that he or she understands the audience. These are all credibility factors. If you think about advertising,http://www.reviewme.com/?ref=133185 you can see how companies choose representatives on the basis of these qualities. As a spokesperson for athletic shoes or sports drinks, Michael Jordan is both credible-he certainly knows something about sports -and appealing -he's good looking, successful, and apparently a friendly guy. He probably wouldn't be as effective in commercials for lawn fertilizer or dump trucks. He'd still be an appealing personality, but we'd have to question the credibility of his endorsement. Coming soon! How you can establish credibility in your proposals.
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