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.

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.

20. ASSESSING
ADVERTISEMENTS

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?