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51 Cards in this Set
- Front
- Back
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Repetition
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one way to intensify good or bad points about a person, a product, or an idea is to repeat them again and again. People of all cultures are more comfortable with what is familiar. Most common example is the use of jingles and slogans in advertising
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Association
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another tactic of persuaders is to intensify by linking a person, idea, or product to something already either loved/desired by or hated/feared by the intended audience. Persuaders associate themselves with glittering generalities to make the audience approve or accept without examining the evidence. They can be direct and most often are indirect
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Composition
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the arrangement of words in a print advertisement and the organization of ideas in a speech in order to produce a particular effect
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Omission (including diversion and confusion)-
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Rank’s categories through which persuaders downplay elements of situations they wish to avoid. the arrangement of words in a print advertisement and the organization of ideas in a speech. Omitting info about the bad points about a person, product, or idea. Sometimes called cardstacking. Some common cases involve telling a half-truth and quoting someone out of text. Ads omit drawbacks, hazards, or disadvantages and may omit mention of concealed problems.
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Jargon
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Specialized language of a trade or profession. When used as a downplaying tactic, however, jargon often obscures meaning and makes , simple things seem complex. Often a type of verbal shorthand that allows people to communicate quickly and efficiently within a specialized group. Used to downplay weaknesses by making things so chaotic and complex that ppl give up trying to understand
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Euphemism
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Language used to make an unpleasant reality more acceptable. They become problematic when they are used to deceive. One of 4 types of doublespeak ---example= using the term “passed away” instead of “died”
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Bureaucratese
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(aka gobbledygook) is similar to jargon, except it uses long, complex sentences that sound impressive but actually don't make sense to overload the audience
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Proxemics
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The study of how space and spatial relationships communicate, including eye contact, how close you get to another, or even (in conjunction with the use of space) how loud or soft your voice becomes. Example: people at the head of the table are seen as more persuasive, more talkative, more dominant and self confident. Cultures vary in zones of comfort.
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Haptics
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Refers to the tactile channel of communication, the arena of touch, example: rhetorical benefits of touch (more purchases and better tips). Can be discomforting for the toucher and the touched
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Vocalics
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Non-verbal communication involving the auditory channel, including rate, volume, pitch, voice quality, and articulation
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Kinesics
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Non-verbal communication involving the visual channel, includes posture, gestures, fidgeting, and other body movements, as well as eye behavior and facial expressions
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Paralanguage
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same as vocalics
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Narrowcasting
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targeting specific audiences
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Intensifying
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language used to play up the positives or “good”
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Downplaying
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language used to play down the negatives or the “bad”
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Compliance gaining
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Tactics used to effect changes in overt behavior (behavior people can see like walking, talking, etc), not just in beliefs, values, or attitudes (covert behavior)--- it is most often associated with interpersonal encounters: a salesperson closing a deal after lengthy talks with a client, a physician convincing a sick patient to take the prescribed medication, a son or daughter getting parental permission to use the family car for the evening
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Terministic Screens:
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deflecting attention from other possible views
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Reification
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something that is socially constructed comes to be accepted as reality
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Message-sidedness (class notes)
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One-sided message presents only the arguments favoring a given proposition-Both-sided message considers pros and cons
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Message Intensity
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• Language intensity
○ Definition: § The extent to which language in the persuasive appeal is emotional and evaluative □ When I encounter intense messages in everyday life and no professor cap on, listening to radio or watching TV, it's emotional and highly evaluative message that sometimes startles me. I don't want to generalize my reactions to intense persuasive messages to everyone else. But that's a reaction that they intend to have. I'm not so sure intensity is an homogenous category. You can think of intense messages in term of political campaigns. □ Reaction to intense language --says to son: "you don't say words like that" □ There are different effects ® If I'm yelling back at the radio, there is a good chance I'm not going to be persuaded by that message ® These message evoke emotional responses, beyond that, it'll be hard to predict the outcome. ○ A message feature which can vary person to person, when messages vary according to intensity, what are the outcomes to that variability ○ Examples § "too many people choose abortion rather than another alternative when they are unable to care for a child." (less intense) § "everyday babies in this country are being murdered on a wholesale basis that can only be likened to the holocaust." (intense) § " I can't prove the President encouraged Ms. Lewinsky to lie during that phone call. But, where I come from, when you call someone at 2am, you are up to no good." □ This is prolly an intense message □ What else could have happened during that intense message? |
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Message Vividness
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§ Appeal to our emotions
§ Image provoking □ They inserted a chef knife in the rubber's toy's hand. □ He was watching the baby manipulate the huge kitchen knife, and the baby is about to bite on the knief § Concrete language § Often studied in visual messages □ Advertisement you might see on tv □ PSA commercial that you used to see Consequences of Vivid messages: § Gain and hold our attention § Memorable □ Message learning theory § Emotionally arousing § Not inherently persuasive Vivid messages are persuasive when § Prompt cognitive elaboration in ways consistent with the message □ The more vivid message the better persuasive we get. § Meet some need of the listener Blending Intense, Powerful and Vividness in Actual Messages § In everyday life these variables are blended § Consider the consequences of this § A Time to Kill □ Movie and you'll see 2 summations in a □ Samual Jackson and Matthew Mcconahey □ SJ's daughter has been brutally attacked by a couple of rednecks, and rather than waiting on the trial, he becomes infuriated and injures severely a couple of deputies. He goes on trial for murder. □ Think of how each lawyer manipulate each message features □ Paralinguistic cues reflect not only the goals in the classroom, they reflect different beliefs about the law, and beliefs about people and persuasion. |
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Powerful & Powerless Language
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Powerless speech expresses lack of confidence in one's position, powerless speech implies an unwillingness to take a firm stand
Powerful/Powerless Speech • Powerless speech expresses lack of confidence and belief in one's position • Implies an unwillingness to take a firm stand • Ex: vocal pauses/hesitation forms, meaningless repetitions, tag questions (…'isn't it?," "don't you think?"), qualifiers ("I know people may disagree with me on this, but …..") • Problem is that it infers a state of mind from a behavior assessment • Types of Powerless Language § Hesitations - “ I um don’t know ah if I can um attend the meeting.” § Over politeness – “Excuse me, please, madam.” § Disclaimers/Disqualifiers – “ I would like to work on the project but…” § Hedges – “ I guess you’re right, sort of.” § Tag Question – “This is the correct answer, isn’t it?” § Intensifier – “That was grates, most awesome movie ever made. |
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Fear Appeals
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Definition: Do as I say or terrible things will befall you (ex: Driver's Ed classes
Two operationalizations of fear 1). Toned down: less likely to overwhelm the audience (low fear appeal) 2). Invokes fear in the audience (high fear appeal) Conclusions: More gruesome messages may not produce actual fear, compared to low fear appeals -Have to provide people with a way of coping with the fear (in persuasive message itself: convince people that they can change this terrible outcome that may happen) or they may engage in counterproductive coping mechanisms -Alternative explanation of fear appeals: People may actually believe that fear appeals are more noxious, severe, and harmful than previously believed so the real force behind the fear appeal is the change in attitude, not the arousal of fear. Fear is simply the by-product of the changed belief |
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Proposition of fact:
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Debatable assertions that are not in themselves established facts. They are belief claims about what is true or false, for which factual evidence is needed. More often then not, factual claims serve in subordinate roles to propositions of policy.
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Proposition of policy
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Debatable assertions about what should or should not be done, that make recommendations for action of some sort to be taken in the future. With any proposition of policy, certain recurring questions, called stock issues, are logically relevant.
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Proposition of value
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Debatable assertions that assert beliefs about what is good or bad, moral, or immoral.
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Enthymeme
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A form of speech that invites the reader to supply and endorse premises that are missing from the argument but left implicit. It is a truncated argument that rests on a premise or premises it assumes its audience will accept. Virtually all persuasive discourse is enthymematic, as Aristotle observed long ago
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Fallacies
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errors in human reason-- Arguments that fail to stand up to careful scrutiny. At first blush, fallacies appear convincing, perhaps even compelling, and that is what makes them persuasive. But, upon examination, cracks begin to appear.
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Straw man Fallacy
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Occurs when one presents an opponent's argument in a weakened form so that it can be more easily attacked
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False Dichotomy
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involves reducing complex matters to either-or options.
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Ad homonym Argumentation
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means attacking the person rather than the persons position
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Pos hoc ergo procter hoc fallacy
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Observing one thing that follows another then assuming that the first causes the second
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False analogy
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Comparing 2 unlike things as if they were sufficiently alike to be analogous
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Common Causal Fallacy
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Involves treating one among many causal factors as the sole cause of an effect
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Statistics
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Quickly cover the territory marked out by a claim
-Can also lead to faulty inferences, as when the sampling is unrepresentative, when the statistical unit is inappropriate, or when a comparison is made between noncomparable data |
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Causality
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same idea as common causal fallacy?
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Social Conflict
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A clash over at least partially incompatible interests. A social conflict presupposes something more than a disagreement, difference of opinion, or academic controversy. This point is important because people tend to minimize or wish away conflicts
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Principle of Reactivity
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If egos are attacked, attitudes harden
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Symmetrical Conflict
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A conflict between persons or groups with relatively equal power to reward or punish the other
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Assymmetrical Conflict
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A conflict between antagonists having unequal power.
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Productive Conflict
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p. 454
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Avoiding
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putting off a conflict. Sometimes, groups in the powerful seat of an asymmetrical conflict will avoid on purpose because they’re in a better position already. Avoiding may exacerbate a problem, however. Sometimes, the nature of a conflict may change while the parties are avoiding a solution.
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Defensiveness
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defensives occurs when a party needs to prove that they are right and will take no insult or aspersions against their position. Conflict resolution does not mean one party gets everything they want. Each party will probably have to accept some loss. Negotiating without defensiveness can lead to better solutions
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Collaboration
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both parties come together to decide on a new goal to achieve. They don’t get what they initially wanted, but they agree upon a new goal
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Competition
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competing for goals, mutually exclusive, only one person gets what they want
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Accommodation
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one willingly gives in to the other party, and the other party gets what they want
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Compromise
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both parties gets just a piece of what they want, but not the entire goal
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Ideology
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a set of beliefs presented as truth
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Hegemony
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maintenance of an ideological consensus, Gains authority with influence and dominance.
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Definition of Frame
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Is one among a number of possible ways of seeing something
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Metaphores as Frames:
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A metaphor is a way of seeing something in terms of something else • -Non-literal comparisons and they tend to be more powerful than simile expressions
-Some serve to add force or drama or life to a description; but others serve also as framing devices by which to direct or redirect thought on a matter |
