Midterm Flashcards
Persuasion
An activity or a process in which a communicator attempts to induce a change in the belief, attitude, or behavior of another person, or a group of persons through the transmission of a message
Doublespeak
Deliberate miscommunication language designed to deceive someone.
Puffery
Adding to or exaggerating
Influence
Kinds of things and ways that alter a person’s attitudes or behaviors
Coercion
a form of influence which always uses some level of force - physical or psychological to gain compliance
Propaganda
a form of influence usually psychological
Edward Bernays
Father of propaganda - engineering of consent
SMCR
Sender, Message, Channel, Receiver
Sender
coder of the message, verbal, visual, musical or encrypted
Message
what is being discussed, conveys sources meaning
Channel
how the message is being sent, carries message from sender to receiver
Receiver
Decodes the message, message is open to interpretation
RANKS
Intensify and downplay
RANKS - Intensify
Repetition, Association, Composition
RANKS - Repetition
repeated over and over and over and over, recurring themes
RANKS- Association
links a cause to something liked or disliked by someone already
RANKS - Composition
layout of design to emphasize good points, graphics font etc.
RANKS - Downplay
Omission, Diversion, Confusion
RANKS - Omission
leave out critical information to avoid highlighting shortcomings or competitions strengths
RANKS - Diversion
using substitute issues to distract from the shortcomings, changing the subject
RANKS - Confusion
using technical jargon the receiver does not understand
Yale 5 stage model
Identification, legitimacy, participation, penetration, distribution
YALE - Identification
Establish position in mind of consumers
YALE - Legitimacy
being believable and trustworthy
YALE - Participation
Recruitment of uncommitted people
YALE - Penetration
product or idea is made more well known
YALE - Distribution
campaign rewards supporters in some way
Positioning model
TOMA (Top of Mind Awareness)
TOMA
be the first or be the best, be the least or most expensive, tell what you’re not (compare/contrast), position by gender, position by age
How to persuade
Know your audience, have good reason, credibility, word and deliver your message
know your audience
demographics, determine needs, learn as much as possible, listen to what they want
know your reasoning
stats, testimony, visual evidence
build credibility
trust, expertise, dynamic, be knowledgeable and truthful
wording your message
varied vocabulary and imagery, concise language, humor
delivering your message
the persuader: eye contact, body movement, gestures, visual aids. The Channel: choose the right channel for your message
Modern storytelling
captures human experience, narratives are the most powerful forms of persuasion, do not underestimate the value of a good story
Fisher’s narrative
communication theorist Walter Fisher, assumes people are essentially rational basing their decisions on the quality of argument and evidence.
Most powerful persuasive metaphor (fishers narrative)
drama in the story
coherence
refers to the way the story hangs together, told artistically, consistent, beginning/middle/end, surprise ending
Fidelity
rings true with the hearer’s experience, focuses on whether the story is realistic and logical, deals with human values
Science of persuasion
Reciprocity, Scarcity, Authority, Consistency, Liking, Conesus
Reciprocity
give back what you have received
scarcity
people want more of what they can have less of, airline example in video
authority
people follow authority, what makes you credible, receptionist example in video
consistency
people like to be consistent with what they have said or done
liking
people prefer to say yes to those they like
consensus
people look to behaviors and actions of others. hotel towel example in video
Ethics
moral principle that governs a persons or group of persons behavior. Good vs. bad, right vs. wrong, gut instinct, values etc.
Ethics in advertising
transparency is key, be honest and truthful
principles and practices of advertising
developed through the institute of advertising ethics, to practice the highest personal ethics in the creation of information to consumers
Main categories of unethical ads
children, race, religion, sex, women, and men
Persuasive campaign
series of messages sent to an audience, product person or idea oriented. designed to be developed over time
single shot
one ad to be aired one time
Hierarchy of effects model
Says potential customers must pass through series of stages Identification, Awareness, Developing Knowledge, Liking/Preferring, Conviction/Purchase
HOE - Identification
persuader uses current patterns to research
HOE - Awareness
builds prospect awareness of their own brand
HOE - Developing knowledge
ads teach consumers about the brand, test to discover consumer knowledge
HOE - Liking and preferring
ads are used to convince prospective customer
HOE - conviction and purchase
consumers are convinced the brand deserves a try
