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.