LECTURE 10: LANGUAGE Flashcards
Sapir-Whorf Hypothesis
Language structures/shapes the way we view the world, rather than reflecting our reality
Power of Naming
- The ability to name something that shapes perceptions
- Subject isn’t changing but the view of the VIEWS of the subject are
- EX. Undocumented worker vs. Illegal immigrant
Power of Re-Naming
- Renaming an idea to make it seem less rash
- EX. In the even of a water landing vs. In the event of a crash in water
Euphemism
- Inoffensive terms substituted for offensive ones
- The words we use to describe it is usually the way we view it and how we want others to perceive it
- EX. Gaming vs. Gambling
Thematic Dimensions
The use of language to create a mood or feel to the message
Alliteration
- Repetition of sound
- EX. Silky, smooth, satin cigarettes
Onomatopoeia
- The word is the sound of the action
- EX. Woof, Swish
Parallel structure
- Creating a form of repetition within the message
- EX. I have a dream… I have a dream… I have a dream..
- EX. What he wears, they wear
Metaphor
- Comparison of two things without using as or like
- EX. Rising tides of prosperity
Benefit of using Metaphor
Creates interest in your message
How/When to use metaphor
- Use a single metaphor –> DONT MIX THEM
- Use throughout the message
- Introduce right away at the beginning
- Works better as an auditory message
Intense Language
Specific graphic language
When to use intense language
- When you want to appear more dynamic
- Audience has low involvement
- Audience DOESN’T have well-developed attitudes towards the issue
Types of Powerless Speech
- Hesitation Forms
- Hedges
- Intensifiers
- Tag Questions
- Disclaimers
- Up-talk
- Polite Forms
Hesitation forms of Powerless Speech
- Vocalized pauses that suggest uncertainty in the message
- EX. “uh” “well, you know..”
Hedges
Ex. Sort of, kinda, I guess
also shows uncertainty
Intensifiers
Exaggeration
EX. Really, very, super awesome, etc.
Tag Questions
When you make a statement, and then you ask for a second opinion
- EX. “…don’t ya think?” “ “…Isn’t it?”
Disclaimers
“blank, but…” –> a statement that denies something
“This may sound crazy, but…”
Up-Talk
- Every statement becomes a question
- making yourself sound unsure
Polite Forms
- Politely asking someone something
- This is seen as powerless
“Would you mind…” or “Could I please impose upon you to…”
Powerless language (increases/decreases) your persuasiveness
DECREASES
When females are talking to masculine males, powerless speech can be _______.
Persuasive
Propaganda Techniques (7)
- Name Calling
- Glittering Generality
- Euphemism
- Transfer
- Testimonial
- Plain Folks
- Fear
Propaganda Techniques: Name Calling
- Links a person/idea to a negative symbol
- EX. Terrorist, communist, tree-hugger, liberal, etc.
Propaganda Techniques: Glittering Generality
- Virtuous words that we believe in
- Generally feel passionate about it and want to support –> Positive Connotation
- EX. Patriotic, parenthood, Civilized, Medicine, etc.
Propaganda Techniques: Euphemism
- Words that make an unpleasant reality more tolerable
Propaganda Techniques: Transfer
Carrying over the prestige and authority of something that we revere and would have to respect
- Associating yourself with images
Propaganda Techniques: Testimonial
- Using someone else’s fame/credibility to bring attention to your message
- EX. Obama getting help from Oprah
Propaganda Techniques: Plain Folks
To convey that the persuader is just like anyone else
- Celebs dressing down to look like normal everyday people
Propaganda Techniques: Fear
- Disaster WILL result if you don’t follow a particular course of action
- Constructive fear
- This technique is questionable
Nonverbal Persuasion
- Proxemics
- Vocalics
- Haptics
- Gaze
- Kinesics
Proxemics
Study of space (close or far)
Vocalics
Study of voice & how you say things
- tone, expressiveness
Haptics
Touch
- increases compliance significantly and consistently
Gaze
Looking at your target
_____ gaze produced _____ compliance in all studies
Direct
Greater
Gaze enhances compliance with ____ requests
Legitimate
Kinesics
Study of body motion and gestures
Kinesics includes…
Smiling
body language
clothing
etc…
Smiling ____ sociability, likability, and attraction
Increases
____ body language enhances persuasion
Mirroring
____ body postures are perceived as more persuasive
Open
