lecture 6 Flashcards
what is exemplification theory
it explores hows use specific exp to support their argument
exemplification theory is relevant in whaht
People use specific examples to make their arguments stronger and easier for others to understand.”
what is the focus of exemplification
it focus on the persuasive power of providing vivid and relatable exp. exp can be both positive and negative
what does exp shapes?
it shapes perception and attitudes towards issues
exemplification used in advertising
brands use examples to evoke strong emotions and create lasting impression that influence consumer behaviour
what is positive examples of exemplification
-highlights benefits of product
-aim to build emotional connection and positive attitudes toward a brand
give an example of positive exmaple
a fitness brand using testimonials of transformation
what is negative example of exemplification
-highlight negative consequences of not using a product
-aim to push consumers to make decision based on fear
give an example of negative exemplification
a health insurance company showing ads with the risk of x having insurance coverage
key components of exemplification theory
use of exp (make arguments stronger)
vividness n detail (leave stronger impression)
emotional engagement (create emotional connection)
overcoming abstract ideas (make difficult ideas easier to understand)
cognitive processing (ppl think deeply abt good exp)
perceived typically (exp that are reltable ar more convincing)
application of exemplification theory
public communication (politicians use memorable exp to make points clear)
media msgs (journalist tell irl stories to connect with readers)
adt (show relatable story to explain how a product works)
education (tcher use exp to explain idea and make lesson more interesting)
social movements (activist use personal stories to inspire ppl)
