Term
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Definition
| An aim to change the listeners attitudes, values or beliefs or behaviors or to motivate them to take some type of action |
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Term
| What are three types of persuasion? |
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Definition
| Propaganda, compliance, and strategic communication |
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Term
| What is propaganda? How do you know if something is considered propaganda? |
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Definition
| Propaganda involved mass audiences, uses concealment of purpose, emotional appeals and doesn’t consider the needs of the audience. |
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Term
| What is compliance gaining? |
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Definition
| Communication to bring out a specific behavior from another |
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Term
| How are attitudes, values, and beliefs tied to compliance gaining? How do advertisers use them to try to change behavior? |
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Definition
a. They are all tied to compliance because in order to effectively use compliance gaining you must alter in some way attitudes, values and beliefs of specific individuals.
b. They target individuals based on these factors and appeal to our sense of self. |
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Term
| What are Aristotle’s three forms of persuasion? Give an example of each. |
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Definition
a. Ethos: looks at credibility, character-confidence-goodwill.
i. EXAMPLE: appearance, speaking style, general knowledge
b. Pathos: emotional appeals; guilt appeal-fear appeal-humor appeal
i. EXAMPLE: drug adds, bad side effects
c. Logos: Provide answers and evidence to why something is true through examples, facts and statistics. |
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Term
| How does the source of the message influence whether the message is persuasive? |
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Definition
| Because if listeners think that the speaker is trustful, they are more likely to believe them |
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Term
| What factors influence whether we view someone as credible? |
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Definition
| Our perceptions of speakers position, authority, knowledge, dynamism and trustworthiness |
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Term
| How does physical appearance influence persuasiveness? |
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Definition
| Attractiveness—physical appearance tends to make us pay more attention |
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Term
| Give some examples of emotional appeals. Why are they effective? |
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Definition
a. Guilt appeal—they make you feel guilty about something whether you’ve done it or not
b. Fear appeal—make you afraid of something and then make you believe that fear
c. Humor appeal—if someone makes something funny you are more likely to remember it, forces you to make a connection. |
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Term
| What kind of evidence is effective in making appeals to logic? |
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Definition
| Order—planning and organizing an appeal |
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Term
| What is strategic communication? |
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Definition
| The way organizations adapt to, alter or maintain their environment to achieve organizational goals |
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Term
| What are some key characteristics of strategic communication? |
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Definition
a. Deliberate—gain feedback, send messages, it’s strategic and intentional to deliver these messages
b. Planned—systematic and organized, I want to do this in a certain way and I will |
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