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113 Cards in this Set
- Front
- Back
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Kinesics (Ch. 10)
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Physical movements
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Proxemics (Ch. 10)
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The use of interpersonal space
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Public distance (Ch. 10)
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Often found in public speaking settings in which speakers are 15 to 25 feet or more from their audiences. Formal persuasion acceptable.
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Social or formal distance (Ch. 10)
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Used in formal but nonpublic situations, like job interviews or meetings. 7 to 12 feet between persuader and persuadee.
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Personal or informal distance (Ch. 10)
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Might be used by two colleagues when discussing a matter of mutual concernt, such as roommates discussing a shared problem. In US culture, it's usually about 3 to 4 feet, when around a banquet table or in an informal meeting.
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Intimate distance (Ch. 10)
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When speakers whisper messages they do not want others to overhear or when they are involved in a conspiratorial, intimate, or other secret conversation. Ranges from 6 to 18 inches.
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Haptics (Ch. 10)
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Touch and texture
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Physical appearance (Ch. 10)
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The way one looks
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Chronemics (Ch. 10)
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The use of time, such as being prompt, late, or long-winded.
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Artifactual Communication (Ch. 10)
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The use of symbolic objects.
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Nonverbal Channels (Ch. 10)
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Channels of communication which includes facial expressions, eye behavior, bodily communication, proxemics, personal appearance, vocal factors, and haptics (sense of touch).
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Eye behavior (Ch. 10)
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The art of persuading with a look. Can serve as a power function; when a leader stares at an audience. "Gaze power". Can also indicate positive and negative emotions. Orban says "Through our _____ we reflect cognitive and emotional _____. We project impressions of penetrating thought, confusion, and inattentiveness. We show our emotions of fear, anger, happiness, and sadness. We do not realize the hidden messages eye contact reveals." (p. 289)
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Tactile communication (Ch. 10)
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The ways in which and the degree to which people touch one another or sense things communicated by the sense of touch. (p. 295)
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Gender differences in touch (Ch. 10)
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Studies show that women are significantly more comfortable with touch than are men, have higher levels of touch comfort than men, and that the touches are signs of a greater level of socialization. (p. 298)
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IMC (Ch. 11)
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Integrated Marketing communication; refers to more carefully coordinated activities of marketing, advertising, public relations, sales promotion, packaging, personal selling, websites, branding, brand contacts, and event staging. Each element works with the others and leads to synergies that make the whole far greater than the sum of the parts. (p. 309)
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Product oriented campaigns (Ch. 11)
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Person or candidate oriented campaigns (Ch. 11)
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Ideological campaigns (Ch. 11)
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Brand awareness (Ch. 11)
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Strategies (Ch. 11)
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Political examples include ignoring the opposition, taking the high road on the issues, letting candidates attack one another, stressing the feature/benefit linkage. Vlasic example includes feature/benefit (Fridge makes crunchier). (311-312)
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Tactics (Ch. 11)
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Political example would include holding a debate against several empty chairs, each labeled with the name of one of the opponents who had voted to go to war. (311-312)
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Yale 5-stage Model (Ch. 11)
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A developmental model developed by researchers at a prestigious University; includes 5 functional stages:
Identification Legitimacy Participation Penetration Distribution (p. 313) |
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Identification (Y5) (Ch. 11)
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Defined as establishing a position in the minds of consumers, voters, and potential converts (Y5) (p. 313)
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Legitimacy (Y5) (Ch. 11)
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Defined as being considered a worthy, believable, and trustworthy brand, candidate, or cause (Y5) (p. 315)
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Participation (Y5) (Ch. 11)
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Defined as the recruitment and involvement of previously uncommitted individuals. Leaders seek to show their clout by getting these inactive persons actively involved in real or symbolic ways (Y5) (p. 317)
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Penetration (Y5) (Ch. 11)
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Defined as the point at which a person, product, or idea has earned a meaningful share of the market, electorate, or other consituency (Y5) (p. 319)
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Distribution (Y5) (Ch. 11)
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Defined as the cvampaign or movement's succeeding and rewarding supporters in some way. (Y5) (p. 319)
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*Hierarchy of effects model (Ch. 11)
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A marketing and advertising model which assumes that potential customers must pass through a series of stages beginning with initial lack of Brand Awareness and ending with ultimate purchase (p. 321). Includes seven distinct stages and employs commuication, advertising, research, and promotional strategies and techniques. (p. 321, look this **** up)
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Positioning model (Ch. 11)
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Created by marketing experts Jack Trout and Al Ries to offer a way to attract prospects. Get the brand, candidate, or idea/ideology into top of mind awareness (TOMA) among consumers, voters, or joiners. TOMA- being in the consumer's top seven plus or minus two identifiable brands, depending on the complexity of the product (p. 323, look this **** up)
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Social Movements Model (Ch. 11)
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Maintains that social movements have seven unique characteristics that set them apart from product or person oriented campaigns.
*Social movements are organized groups of people, with leaders who usually act as spokespersons. *Although they are organized, social movements are not institutionalized or recognized by those in power. *They attract large numbers of persons and are large in scope. |
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Agitation and Control Model (Ch. 11)
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Multi stage model for ideological movements. 1. Petition stage; agitators petitions the sources of power. 2. Promulgation stage; marketing of the movement. 3. Solidification stage; rallies, marches, protest songs, symbols, salutes. 4. Polarization stage; movement leaders target uncommitted population. 5. Nonviolent resistance stage; name calling or rent strikes, confrontation with power. 6. Revolution stage; violent revolution.
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Diffusion of innovation (Ch. 11)
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Four-stage model on the way to adopting change. 1. Information/knowledge; adopter actively seeks information about innovation. 2. Persuasion; adopter processes information aimed at inducing them to try the innovation. 3. Decision, adoption, and trial; adopters decide to try innovation. 4. confirmation and evaluation; adopter reconsiders adoption and performance against expectations.
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Fantasy Themes (Ch. 11)
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Ideas based around what could be.
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Symbolic Convergence Theory (Ch. 11)
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Reality is socially based and symbolically constructed. Each of us perceives the world as a result of our interactions with others and adoption and addition to the meanings of these interactions using symbols, meanings, and cues to them.
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Audience analysis (Ch. 12)
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learning as much as possible about the projected audience and what is likely to motivate them. Larson uses ELM to analyze.
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Demographics (Ch. 12)
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people in quantifiable terms of their shared attributes; likes, dislikes, habits, age, gender, education, religious beliefs, income, etc.
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Motivated sequence format (Ch. 12)
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This format uses five steps to get persuadees to attend to the message, feel a need to follow the advice, and take action. 1. Attention; capture the audience's attention. 2. Convince them they're losing, about to lose, or could be gaining something. 3 + 4 Visualization and Satisfaction; 3. Give examples that tie directly to the audience and 4. make them feel as though this issue will affect their lives. 5. Ask the audience to take a definite, specific, and realistic action step.
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Spatial format (Ch. 12)
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Format where you compare your topic to the larger picture. E.g. Relative cost of a speaker to that of other groups.
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Types of evidence (Ch. 12)
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Statistical evidence, Narratives and anecdotes, testimony, visual evidence, comparison and contrast.
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Testimony (Ch. 12)
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Use of secondary witness; valuable in order to add credibility, as long as speaker is a credible source. Must use someone the persuadees can relate to.
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Dynamism (Ch. 12)
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An elusive quality; sometime related to physical appearance, charisma, stage presence, speak with authority, rapid speaking, good posture, appropriate gestures, facial expressions, body movement, eye contact.
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Parallel structure (Ch. 12)
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Using similar or even identical working or sentence structure to make a presentation memorable.
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Foot-in-the-door (Ch. 12)
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Technique that relies on getting a potential customer, joiner, donor, or convert to make a small initial commitment that starts what will become a long term relationship resulting in ever larger sales, contributions, and commitments. (p. 358)
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Door-in-the-face (Ch. 12)
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When a persuader is turned down on a request for a significant commitment, then settles for an initial small commitment.
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Rejection-then-retreat (Ch. 12)
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If a salseperson tries to get the prospect to go for a top of the line product, he can always retreat by offering a stripped down version.
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Yes-yes (Ch. 12)
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Source attempts to get the target to respond positively to several parts of the appeal, withholding the key request until last.
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Don’t ask if, ask which (Ch. 12)
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Not asking your audience to choose from too many options; ask them to choose from only a few or two. This makes the choice easier.
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Answer a question with a question (Ch. 12)
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Putting the ball back in another person's court, possibly trying to discredit or annoy their opponent.
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Partial commitment (Ch. 12)
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Asking someone to complete a small sign of commitment in order to make it easier to persuade someone to fully commit. E.g. a free sample at a grocery store makes it easier to persuade someone to buy something.
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IOU technique (Ch. 12)
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Gets listeners to feel that they owe you something by first placing the audience in debt by giving them free samples or offers of help.
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Spoken word (Ch. 13)
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The first media innovation in human history; allows for basic human communication.
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Written word (Ch. 13)
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Second media innovation; allowed societies to develop complex sets of knowledge, legal systems, behavior patterns and customs to assign or deed land and other possessions, and declare behaviors illegal by common definition. (p. 367)
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Printed word (Ch.13)
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Third media innovation; came with Johannes Gutenberg's moveable type and the printing press in the late 1400's. Made knowledge less expensive, more portable, far more easily available to more and more people who were't associated with the official church or government of the times.
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Electronic word (Ch. 13)
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Fourth media innovation; came into being in 1844 with invention of the telegraph. Includes telegraph, radio, telephone, television, computers, videogames, cell phones, etc.
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Interactive word (Ch. 13)
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Utilizing interactive media (e.g. the internet) to interact with others.
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Uses and gratifications theory (Ch. 13)
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Focuses on how receivers use media to gratify, meet, or satisfy their individual needs. Assumes that we all have primary, secondary, and tertiary needs for various types of information on our complex world. It's become essential for us to use various media at different times and in different situation to get highly critical as well as inconsequential information in the modern complex world.
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Agenda setting (Ch. 13)
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Theory states that the public's agenda of what is important and needs our attention includes the kinds of issues people discuss, think and worry about, and emotions and data these issues involve. Further, holds that this public agenda is powerfully shaped and directed by what the news media both highlight and dismiss.
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Pseudo events (Ch. 13)
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Planned news; A supposedly newsworthy event or story that is carefully scripted and rehearsed.
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IMC (Ch. 14)
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Integrated marketing communication; a new and unique way to promote brands, persons, ideas using more than the traditional consumer advertising and promotional forms of persuasion on behalf of brands used in the past. (Look dis **** up, p. 410)
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Brands (IMC) (Ch. 14)
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Brands have perceived benefits, coming from some feature of the brand. The name given to a certain manufacturer's version of a product type.
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Slogan (IMC) (Ch. 14)
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Defined as such catch phrases that express a brand name, its benefits, and its personality.
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Jingles (IMC) (Ch. 14)
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Usually a musical version of the slogan combined with lyrics that tell the story of the brand.
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Logos (IMC) (Ch. 14)
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Corporate emblem
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Packaging (IMC) (Ch. 14)
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Defined as container or wrapping that protects and identifies the product, reinforces the brand name, and builds brand equity. Can have value as a promotional device. (p. 420)
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Point of Purchase (IMC) (Ch. 14)
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The point at which a sales transaction is completed.
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Sales promotion (IMC) (Ch. 14)
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Temporary inducements used to encourage immediate purchase.
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T.O.M.A. (Ch. 14)
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"Top of mind awareness". Being in the top 5 to 9 brands in the mind of consumers. Processed in the peripheral channel of ELM through repeated slogans, jingles, mood music, logos, and packaging.
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Positioning (TOMA) (Ch. 14)
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Establishes a perceived need or problem, that a given brand might fill.
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Repositioning (TOMA) (Ch. 14)
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Targeting a brand niche with advertising that stresses the need meeting or problem solving features and benefits of the brand.
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Brand loyalty (TOMA) (Ch. 14)
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People select the brands they think are good and then select the brands they think are good and then stick with those preferences because it makes shopping easier.
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Master brands (TOMA) (Ch. 14)
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Being first among brand alternatives in a product category. This helps many products to be recalled by the consumer (Jell-o, Kleenex, Xerox; all first).
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Psychographics (Ch. 14)
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The study of consumers' lifestyles, attitudes, and interests, and how they feel about a product or brand. What happens to them emotionally when they hear the name of a brand. (p. 431)
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Need-driven Consumers (Psychographics) (Ch. 14)
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People who live on the edge of poverty; 11% of pop. Divided into:
1. Survivors (4%), struggle to obtain basic needs. Distrustful, low education, and incomes. 2. Sustainers (7%), believe they can get ahead because they're streetwise. Low education, can be taken advantage of. |
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Outer-driven consumers (Psychographics) (Ch. 14)
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67% of consumers, 3 sub categories:
1. Belongers (35%); lower middle class and family orientation and tend to be blue collar workers. 2. Emulators (10%); young well educated, upwardly mobile, ambitious and competitive, status conscious, good incomes, fads, styles, activities. 3. Achievers (22%); well educated with high incomes, interested in efficiency, fame, success, leadership, conspicuous consumption, and are leaders. "Have it", luxury items. |
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Inner-driven consumers (Inner-driven consumers) (Ch. 14)
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22% of the population, divided into:
1. I am me (5%)- individualistic, experimental, volatile, dramatic, impulsive, affluent background, reject tradition. 2. Experientials (7%) Want many varied experiences and activities; introspective and artistic w/ a good education. Under 40, have families. 3. Societally conscious (8%)- simple living, environmental issues, inner growth, small scale, frugal, conservation, environment, organic gardening. 4. Integrated consumers (2%)- good about themselves, tolerant, good to excellent education/income, psychologically mature, vary in age. Target for self expression and the arts. |
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Sociographics (Ch. 14)
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Refer to an individual's social grouping, where they live, and other sociological factors such as life stage, ethnicity, affiliations, and so on.
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Geographics (Ch. 14)
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The location an individual lives.
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Ethnographics (Ch. 14)
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Research techniques that depends on the researcher going out into the field and observing how consumers select and use brands.
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Weasel Words (Ch. 14)
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Words that allow persuaders to seem to say something without really saying anything. "Bogus words" such as helps, like, virtually, faster or better, as much as, etc.
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Sexual appeals (Ch. 14)
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A widely used appeal in advertising that has always been credited with success, but is sometimes controversial. Utilizes sexual images in advertising to gain attention. (p. 441)
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Subliminal appeals ( Ch. 14)
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Highly controversial appeals, some believe that they do not exist. Secret, subtle messages meant to peripherally influence the minds of customers.
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Language (Ch. 6)
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Basic building block of communication. Can motivate action, identify causes and effects, can lay or deflect blame. Essential human tool for communication (p. 146)
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Semantic dimension (Language) (Ch. 6)
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The meanings for a word. (p. 146)
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Functional Dimension (Language) (Ch. 6)
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The jobs that words can do, such as naming. (p. 146)
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Thematic Dimension (Language) (Ch. 6)
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The feel and texture of words like "swoosh" or metaphors like "the whole nine yards". (p. 146)
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Burke’s Theory of Dramatism (Ch. 6)
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A tool for analyzing the smantic dimension of language; utilizes analysis of the pentad. Maintains that the basic metaphor used by humans to explain various situations is the narrative story or drama. Includes:
1. Act 2. Agent 3. Scene 4. Agency 5. Purpose |
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Dramatic Pentad (Burke’s Theory of Dramatism) (Ch. 6)
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1. Act
2. Agent 3. Scene 4. Agency 5. Purpose The five elements of dramatism ultimately affect one another, and each emerges from a common unified core- the drama itself. |
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Act (Burke’s Theory of Dramatism) (Ch. 6)
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Any motivated or purposeful action that occurs within the scene. (p. 161) In persuasive messages, the verb is the best indicator of the act.
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Scene (Burke’s Theory of Dramatism) (Ch. 6)
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Includes physical location, the situation, time in history and time in life, social place, occasion and other elements.
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Agent (Burke’s Theory of Dramatism) (Ch. 6)
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The person or froup of persons who take action in the scene, and the balance or imbalance between them and the acts they perform and the scenes in which they perform them affects their positive meanings. (p. 161)
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Agency (Burke’s Theory of Dramatism) (Ch. 6)
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The tool, method, or means used by persuaders to accomplish their ends. (p. 162)
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Purpose (Burke’s Theory of Dramatism) (Ch. 6)
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The reason an agent acts in a given scene using a particular agency. The persuader's true purpose can be more or less apparent in the persuasion.
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God Terms (Burk’s Theory of Dramatism) (Ch. 6)
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An expression about which all other expressions are ranked as subordinate and serving dominations and powers. Its force imparts to the others their lesser degree of force. (p. 169)
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Devil Terms (Burk’s Theory of Dramatism) (Ch. 6)
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Terms of repulsion that express negative values. "Generate a peculiar force of repudiation". (p. 170)
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Pragmatic style (Ch. 6)
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A form of persuasion targeting neutral or opposition listeners.
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Unifying style (Ch. 6)
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A form of persuasion that is far more idealistic, emotional, and with fewer objective claims and data than the pragmatic persuader.
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What are the potential benefits and drawbacks of using humor? (Ch. 15?)
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This tactic may reduce credibility due to lack of recognition or not taking the subject matter seriously.
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Sarcasm
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The use of irony to mock or convey contempt.
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Irony
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The expression of one's meaning by using language that normally signifies the opposite, typically for humorous or emphatic effect.
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Parody
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Humorous, satirical, burlesque imitation. All ___ is satire, not all satire is ____.
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Wit
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Keen perception of comedic timing.
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Satire
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1. use of irony, sarcasm, ridicule, the like in exposing, denouncing, or deriding vice, folly, etc. 2. in which human folly is held up to ridicule.
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Propaganda
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Info, ideas, or rumors deliberately spread widely to help/harm a person, group, movement, institution, nation, etc.
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Dehumanization
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Making your opponent seem less than human.
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Fear appeals
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Propaganda is most successful if it can make you fearful of the enemy.
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Association
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Associating the opposition with negative images.
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Prophetic Dualism
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Seemingly religious rhetoric when wrong is defined in black and white.
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ELM (1st test)
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Information processing model that argues that we use one of two channels or routes to process information. One is known as the central processing route; similar to logos in that it's used for extended, complex, and important pieces of information. The other is the peripheral processing route, and is used for processing and storing less important information.
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HSM (1st test)
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Similar to ELM; proposes a systematic processing route that represents a comprehensive treatment of judgment related information. Other route, heuristic processing route, is a fast, low effort process that relies on the activation of judgmental rules or heuristics. Proposes the sufficiency principle whereby people attempt to strike a balance between minimizing cognitive effort and satisfying their goals. (p. 98)
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Cognitive dissonance (1st test)
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Predicts that when we experience psychological tension, or dissonance, we try to reduce it in some way instead of totally resolving the tension. (p. 219)
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Fazio's AAA (1st test)
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Attitudes can be triggered automatically, without deliberation.. The mind is a place where a massive amount of info is stored, like a library. Some info easy to access. Most pieces are connected by pathways to other pieces of info, and accessing one piece may activate others connected to it.
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Identification and common ground (1st test)
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Identify with the persuadee and find a commonality with them in order to win their hearts and minds.
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Narrative Paradigm (1st test)
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A theory proposed by Walter Fisher that all meaningful communication is a form of storytelling or giving a report of events (see narrative) and so human beings experience and comprehend life as a series of ongoing narratives, each with their own conflicts, characters, beginnings, middles, and ends
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