Persuasion Test 2

Front 1

Language Use

Back 1

- Symobls are not proxy of their object but are vehices for the conception of objects. (Red means danger)
- Conceots are common meaning for symbols
- Conceptions are your individual meaning for the concept.

Front 2

Language Use cont'd

Back 2

- Signification means a sign that accompanies the thing being considerd (Skull and cross bones)
- Denotation refers to the common and shared means we have for the concept.
- Discursive Symbols are made up of sequential small bits of meaning (music or language - a play or a book)
- Pesentational Meaning occurs all at once, message must be experience in its entirety (a painting/architecture)

Front 3

Semantics

Back 3

- Semantics is the study of use of language and meaning
- Maps are inner perception (conception)
- Territories are realities (concept)
- Persuaders need common ground; but must identify maps in our heads to play on or correct.
- Persuaders need to consider whether they are appealing to via map or territory.

Front 4

Three Dimension of Languages

Back 4

- Semantic Dimension- Meanings of words
- Functional Dimension- jobs they do
- Thematic Dimension- The feel and texture of words

Front 5

Semantic Dimension

Back 5

- Various shades of meaning in language
- Choosing the words with the right meaning is critical to the co-creation of meaning in a multi-cultural world.
- Word choice provide clues to intentions
(Fetus - baby boy)

Front 6

Fuctional Dimension

Back 6

- Words motivate action, identify causes and effects, lay blame.
- Frame or set the perspective for he appeal.
- Focus attention on some aspects and blinds us from others.
- Compensate for personal feelings of insecurity (name dropper)
- Create fear
- Create deference or blind obedience to authority
- Convey authority
- Create a sense of urgency

Front 7

Thematic Dimension

Back 7

- Words have feeling, texture or a theme to them.
- Some sound like their meaning- buzz, hum
- Assonance - repetition of vowel sounds (low moan, or own soldiers)
-Alliteration - repetition of consonants (smoke satin cigarettes)

Front 8

Analyzing Persuasive Symbols

Back 8

- Types of Sentences
1. Simple sentences - world is not very complex
2. Compund Sentences - set things to balance either resolved or unresolved tension
3. Complex sentences - Intricate world with multiple cause and effects

Front 9

Tool for the Semantic Dimension

Back 9

Dramatism - Humans explain situations through story or drama.
- Five elements or pentad
1. Scene 2. Act 3. Agent 4. Agency 5. Purpose

Front 10

Dramatism Pentad

Back 10

Scene- Physical location, situation, time, place, occasion
Act- Any motivated or purposeful act
Agent- Person who takes action
Agency- Tool, method or means used to accomplish the end.
Purpose- Reason an agent acts given a scene using a particular agency.
- Can be used to develop a persuasive strategy (trying to get a friend to go with you on a canoe trip)

Front 11

Thematic Dimension~breakdown

Back 11

- Pragmatic and Unifying Styles
~Pragmatic persuaders want to convince neutral or opposition listeners.
~Unifying persuaders want to motivate people who already believe as they do.
-Unifying Persuaders
~Idealistic - more emotional, less objective
~Focus on then and there
~Filled with imagery
~Little intellectually stimulation

Front 12

Thematic Dimension~breakdown

Back 12

- Pragmatic Persuaders
~Need to win over neutral or opposing listeners
~Avoid abstract ideals
~Use concrete words
~Focusing on facts instead of images and undisputed things
~"Here and now"

Front 13

Smiotics, Signifers, Codes, Etc.

Back 13

-Signs/symbols/codes - are a part of a persuaders tools in creating co-meaning.
-Lowering lights in theatre (Show to start)

Front 14

Tuning in to Language Cues

Back 14

-How to Decode Persuaders:
1. Role - play the persuader
2. Restate a persuasive message in several ways
3. Attend to language features in discourse (Examine the enitre package)

Front 15

Appeals to the Emotions or Will

Back 15

-Logical and Emotional appeals not an continum
-Much persuasion is incremetally a bit-by-bit. (Emotion appeals gets your attention first and then rational appeals lead you to action)

Front 16

Needs

Back 16

- Many appeals focus on needs, which when satisfied lead to our overall sense of well-being
-When needs are not satisfied, we feel frustrated, anxious, afraid, angry and tension results
-Researchers assume three things about people
1. They don't know what they want when they make a purchase
2. You can't rely on what they say they like or dislike
3. They don't usually act logically when they buy, vote or join

Front 17

Packard's Compelling Needs

Back 17

- Compelling Needs are so powerful they compel people to buy
- Barry Feig says advertisers are looking for hot buttons that motivate people and prompt purchase.
- hot buttons are appeals that cause receivers to become emotionally involved with a product rather than respond rationally to the product realiy

Front 18

Compelling Needs

Back 18

-Reassurance of Worth~People need to feel valued for what they do and that they are appricated
~Ego Gratification- feelings of self importance and having one's ego stroked (I'm better than you-hot button)
~Creative Outlets- express unique creativity (Crafts and hobbies
~Love Objects- need to have other loves, especially empty nesters (Pets)
~Sense of power or strength- can be perceived vs. true power or strength (bigger car)
-Need for Roots- feelings of homesickness or yearning for family-centered activites
~Immortality- fear of growing old

Front 19

Maslow's Hierarchy of Needs

Back 19

-Higher needs are not superior to lower needs
-Less likely to emerge until lower level needs met
~Basic Needs-Bottem of hierarchy (air, food, water, shelter, sleep)
~Security Needs- Income, personal saftey, social security
~Belongingness and Affiliation Needs- Need to interact with others and identify with some group (Americans are the most joiningest people)

Front 20

Maslow's Hierarchy of Needs cont'd

Back 20

~Love and Esteem needs- need to be valued by members of the groups
~Self-Actualization Needs- Achievement of one's full poential or capability (Desire to be the best you can be)