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Persuasion > Midterm > Flashcards

Midterm Flashcards

1
Q

Persuasion

A

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

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2
Q

Doublespeak

A

Deliberate miscommunication language designed to deceive someone.

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3
Q

Puffery

A

Adding to or exaggerating

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4
Q

Influence

A

Kinds of things and ways that alter a person’s attitudes or behaviors

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5
Q

Coercion

A

a form of influence which always uses some level of force - physical or psychological to gain compliance

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6
Q

Propaganda

A

a form of influence usually psychological

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7
Q

Edward Bernays

A

Father of propaganda - engineering of consent

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8
Q

SMCR

A

Sender, Message, Channel, Receiver

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9
Q

Sender

A

coder of the message, verbal, visual, musical or encrypted

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10
Q

Message

A

what is being discussed, conveys sources meaning

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11
Q

Channel

A

how the message is being sent, carries message from sender to receiver

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12
Q

Receiver

A

Decodes the message, message is open to interpretation

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13
Q

RANKS

A

Intensify and downplay

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14
Q

RANKS - Intensify

A

Repetition, Association, Composition

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15
Q

RANKS - Repetition

A

repeated over and over and over and over, recurring themes

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16
Q

RANKS- Association

A

links a cause to something liked or disliked by someone already

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17
Q

RANKS - Composition

A

layout of design to emphasize good points, graphics font etc.

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18
Q

RANKS - Downplay

A

Omission, Diversion, Confusion

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19
Q

RANKS - Omission

A

leave out critical information to avoid highlighting shortcomings or competitions strengths

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20
Q

RANKS - Diversion

A

using substitute issues to distract from the shortcomings, changing the subject

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21
Q

RANKS - Confusion

A

using technical jargon the receiver does not understand

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22
Q

Yale 5 stage model

A

Identification, legitimacy, participation, penetration, distribution

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23
Q

YALE - Identification

A

Establish position in mind of consumers

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24
Q

YALE - Legitimacy

A

being believable and trustworthy

25
Q

YALE - Participation

A

Recruitment of uncommitted people

26
Q

YALE - Penetration

A

product or idea is made more well known

27
Q

YALE - Distribution

A

campaign rewards supporters in some way

28
Q

Positioning model

A

TOMA (Top of Mind Awareness)

29
Q

TOMA

A

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

30
Q

How to persuade

A

Know your audience, have good reason, credibility, word and deliver your message

31
Q

know your audience

A

demographics, determine needs, learn as much as possible, listen to what they want

32
Q

know your reasoning

A

stats, testimony, visual evidence

33
Q

build credibility

A

trust, expertise, dynamic, be knowledgeable and truthful

34
Q

wording your message

A

varied vocabulary and imagery, concise language, humor

35
Q

delivering your message

A

the persuader: eye contact, body movement, gestures, visual aids. The Channel: choose the right channel for your message

36
Q

Modern storytelling

A

captures human experience, narratives are the most powerful forms of persuasion, do not underestimate the value of a good story

37
Q

Fisher’s narrative

A

communication theorist Walter Fisher, assumes people are essentially rational basing their decisions on the quality of argument and evidence.

38
Q

Most powerful persuasive metaphor (fishers narrative)

A

drama in the story

39
Q

coherence

A

refers to the way the story hangs together, told artistically, consistent, beginning/middle/end, surprise ending

40
Q

Fidelity

A

rings true with the hearer’s experience, focuses on whether the story is realistic and logical, deals with human values

41
Q

Science of persuasion

A

Reciprocity, Scarcity, Authority, Consistency, Liking, Conesus

42
Q

Reciprocity

A

give back what you have received

43
Q

scarcity

A

people want more of what they can have less of, airline example in video

44
Q

authority

A

people follow authority, what makes you credible, receptionist example in video

45
Q

consistency

A

people like to be consistent with what they have said or done

46
Q

liking

A

people prefer to say yes to those they like

47
Q

consensus

A

people look to behaviors and actions of others. hotel towel example in video

48
Q

Ethics

A

moral principle that governs a persons or group of persons behavior. Good vs. bad, right vs. wrong, gut instinct, values etc.

49
Q

Ethics in advertising

A

transparency is key, be honest and truthful

50
Q

principles and practices of advertising

A

developed through the institute of advertising ethics, to practice the highest personal ethics in the creation of information to consumers

51
Q

Main categories of unethical ads

A

children, race, religion, sex, women, and men

52
Q

Persuasive campaign

A

series of messages sent to an audience, product person or idea oriented. designed to be developed over time

53
Q

single shot

A

one ad to be aired one time

54
Q

Hierarchy of effects model

A

Says potential customers must pass through series of stages Identification, Awareness, Developing Knowledge, Liking/Preferring, Conviction/Purchase

55
Q

HOE - Identification

A

persuader uses current patterns to research

56
Q

HOE - Awareness

A

builds prospect awareness of their own brand

57
Q

HOE - Developing knowledge

A

ads teach consumers about the brand, test to discover consumer knowledge

58
Q

HOE - Liking and preferring

A

ads are used to convince prospective customer

59
Q

HOE - conviction and purchase

A

consumers are convinced the brand deserves a try

Persuasion (1 decks)

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