comm 315 final exam Flashcards
What is Rank’s 4 point model for creating desire?
(1) to keep a good: protection
(2) to get rid of the bad:relief
(3) to get a good: acquisition
(4) to avoid a bad: prevention
harms
x
inherency
x
solvency
x
plan
x
amplification
dramatize the familiar (comparisons, analogies, examples, illustrations).
evidence
prove that which is doubted (statistics, testimony, examples)
Post Hoc, Ergo Propter Hoc
after this therefore because of this
Ad hominem
(attack against the man)
Ad Populum
(bandwagon)
The Undistributed Middle
(guilt by association: just because share one aspect or philosophy with a group/individual etc… you share all attributes)
The Straw Man
refuting opposing weak arguments to give a sense of confidence without attacking the stronger ones.
Hasty Generalization
coming to a conclusion based on insufficient evidence
False Dilemma
giving an either/or option when really there is more than 2 ways to go.
tradition
because we have always done it one way it must be done that way
Causal
x
red herring
bringing in unrelated information.
Define and explain Packard’s 8 compelling needs
Need for emotional security Need for reassurance of worth Need for ego gratification Need for creative outlets Need for love objects Need for power Need for roots Need for immortality
Draw and label/define Maslow’s Pyramid of Needs.
Self Actualization esteem love safety physiological
What are the three ways in which visual images persuade?
iconicity
indexicality
syntactic indeterminancy
iconicity
bearing a resemblance (icons resemble what they represent; e.g., golden arches, Marlboro Man)
indexicality
seeing is believing
Images document events or actions
syntactic indeterminancy
don’t look for logic images
Pictures cannot convey precise relationships like cause and effect
public communication.
Interactions are not private; intimacy is sacrificed. Communication settings are less relevant.
Audiences are large, diverse, and anonymous.
Public communication is mediated.
Public communication provides the opportunity for change
What are 4 functions of public communication?
To Inform
To Persuade
To Entertain
To Disseminate Culture
Define public opinion
the collective expression of opinion of many individuals bound into a group by common aims, aspirations, needs, and ideals.
Why is public opinion important
Democratic government should reflect will of the people.
Respect for public opinion is a safeguard.
Public opinion helps understand culture.
At times public opinion must be mobilized
How public opinion is measured and how accurate is it?
Exit polling
Pseudo polls
The truth is that public opinion is not static, and polls are just another tool of persuasion.
Explain the Positioning Model,
Consumers only remember a few brands. Find an unoccupied niche in the market and use peripheral processing
What are 4 ways in which identification can be achieved in a persuasive campaign?
Logos
Names
Colors
Slogans
Why is advertising mythic?
x
Climax
is recency based. The last argument will be most remembered
Anti-climax
is primary based. The first argument will be the most remembered
Monroe’s Motivated Sequence
is presented and leading toward an action to be taken. Attention, need.
Two-sided refutational
presents both sides and refutes the arguments, presenting counter arguments.
Stock Issues
presents the case as well as a solution to it. Harms, inherency, solvency, plan
AIDA
is grabbing the attention, explaining why the topic is of interest, why the result is desirable, and finally the action step
What are 3 critiques of persuasion?
negative stereotypies
idealistic view
feminist view
How might persuasion scholars respond to these critiques?
Persuasion is a tool. A hammer can be used to build a shelter, or kill someone for it. It’s all in the user.
How might persuasion scholars respond to these critiques?
The motives are what color the means. If an individual is doing something for selfish purposes, then that motive will make their argument less appealing. If someone is doing it for altruistic reasoning, their argument will be strengthened.
How might persuasion scholars respond to these critiques?
Power as a motivation will also be viewed negatively. Persuasion is unavoidable and while their may not be equality, cutting it out entirely is not possible.
ethics
a system of principles, a morality or code of conduct. It is the values and rules of life recognized by an individual, group, or culture seeking guidelines to human conduct and what is good or bad, right or wrong.
What are two behavioral components associated with ethics?
The ability to discern right from wrong
A commitment to do what is right, good, and appropriate
Why does persuasion contain ethical issues?
Because it often attempts to influence other people
Because it involves conscious choices among ends and rhetorical means
Because it necessarily involves a potential judge (receiver, audience, observer
Explain Brockriede’s “arguers are lovers” analogy
Persuaders can be compared to lovers
In order to get people to believe their point of view
Seducers- work their way in. suger coat everything
Rapists- do what I want you to do or there will be consequences
Lovers- view the audience as equals and craft the message to convince the audience because of the strength of the message. They respect opposing views, acknowledge counter arguments and will listen to what differences are.
What are the ethical values of communicators?
Intentionality Conscious awareness Free choice, free will Language-based Reliance on central processing Presumptive superiority of words over images
Explain the key values for moral conduct
Benevolence- people are generally good. We should aspire to be.
Equality- this is the fear that feminists had. As a good persuader, we should avoid using domination and refrain from exploiting weaknesses in order to be moral persuaders.
Truthfulness- Talk with honesty and fairness. You are the soul source when you deliver a message so avoid pretenses and fruad. This is how stronger messages are created.
Equity. Everyone needs to be provided with the same basic needs. Everyone gets a chance.
Environmental protection- the environment should be protected
Freedom- everyone should enjoy freedoms as long as they don’t interfere with the freedoms of others.
Golden rule. Don’t do it to someone else unless you want it done to you.
What are some common ad appeals?
Power Meaning Norms Isolation Self-esteem Guilt Fear Sex
Explain Vicary’s experiment.
Claimed to have flashed the words “eat popcorn” and “Drink Coca-Cola” on a movie screen.
He claimed popcorn sales increased 58% and Coke sales increased 18%.
Vicary’s experiment was never successfully replicated.
He later acknowledged the study was a hoax
What are 3 types of subliminal stimuli?
Embedded images
Sub-audible messages
Electronically altered signals
What are 2 critiques of subliminal advertising research?
x
What are public relations campaigns?
Attempt to secure favorable media publicity to promote a company or client.
Concerns an organization’s communication with its various publics
What are 3 types of political campaigns?
Administrative
Legislative
Campaign
Explain the 4 stages in political campaigning.
Surfacing (Pre-primary, Winnowing)
Primary
Nominating Convention
General Election
What does the statement “Entertainment is political” mean?
Often what we fear, who we should honor are defined by entertainment
Represent “our” dreams
Reproduce larger ideologies
Commercial films communicate what we want or desire, what we don’t
When the camera looks at one image it misses so much more
How does film persuade?
People may not expect to be persuaded during a movie. Viewers engage in a “willing suspension of disbelief.
What is product placement?
x
shock ads
x
What are issue campaigns?
Issue campaigns attempt to get audiences to support a certain course of action or belief independent of official political structures, systems, or procedures (often through grassroots lobbying)
social movements
Organized collectivity with minimal “organization” Large in scope Operate outside social order Propose or oppose programs for change Persuasion is pervasive (not violence) Often involve a moral struggle
What are the 5 stages in the life cycle of a social movement?
Genesis Social Unrest Enthusiastic Mobilization Maintenance Termination
Define public opinion and explain why it is important to persuasion.
Public Opinion: the general opinion individuals have about different ideas
a. Democratic government should reflect will of the people.
b. Respect for public opinion is a safeguard.
c. Public opinion helps understand culture.
d. At times public opinion must be mobilized.
How public opinion is measured and how accurate is it?
Exit polling
Pseudo polls
The truth is that public opinion is not static, and polls are just another tool of persuasion.
Explain the Yale 5-stage developmental model of persuasive campaigns.
- Identification- develop an identity in the minds of consumers, voters, and potential converts/donors. Logos, names, colors, slogans
- Legitimacy- a power base. Celebrity endorsements, good housekeeping seal, rallies
- Participation: leaders start ot involve previously uncommitted persons (the lesser known, the public)
a. Special store displays, coupon offers, holograms, scratch and sniff samples, arm bands, badges, bumperstickers - Penetration: the point at which a product/idea has “made it” in the market.
- Distribution: campaign or moment succeeds and becomes institutionalized.
What are 4 ways in which identification can be achieved in a persuasive campaign?
Logos
Names
Colors
Slogans
