Midterm Flashcards
Study!!!
Artistotle’s Three Modes of Persuasive Proof
Ethos, Pathos, Logos
What is Ethos?
credibility, ethics.
- to convince an audience of the speaker’s credibility
- to convince an audience the speaker is worth listening to
- to have ethos or earn it, appeal to right or wrong
What is Logos?
reason, logic.
- used to describe facts and figures to support it
- enhances ethos because the information makes the speaker look knowledgable
What is Pathos?
emotion.
- the emotional influence the speaker has on the audience
- create a favourable emotional affection for objective
- often thought to be most powerful
What are the two reasoning’s behind Logos and what do they mean?
Deductive and Inductive reasoning.
Deductive: based on premise, conclusion must be true.
Inductive: based on premise, outcome is probable.
What are the two routes within the Elaboration Liklihood Model?
Central and Peripheral Route
What is the Central Route?
thinking logically.
When persuasion likely results from careful and thoughtful consideration.
What is Peripheral Route?
fear, desire.
Results from a person’s association with positive or negative cues
What is Social Judgment Theory?
“my mind is made up!”
a self-persuasion theory of the perception and evaluation of an idea by comparing with attitudes.
What are the latitude’s of social judgment theory?
Latitude of Acceptance
Latitude of Non-Commitment
Latitude of Rejection
What do each of the latitudes mean?
Acceptance: range of positions you’re ready to accept
Non-Commitment: range of positions you are neutral about
Rejection: range of positions a person finds objectionable
What is Psychological Reactance Theory?
an aversive affective reaction in response to threats to freedom.
What is functional attitude theory?
attitudes are influential on various psychological functions
What are the four functions within functional attitude theory?
Utilitarian Function
Knowledge Function
Value-Expressive Function
Ego-Defensive Function
What is the Utilitarian Function?
simple, it works.
This coat will keep me warm and dry. It needs to be comfortable.
What is Knowledge Function?
quality.
I need to know how this coat is constructed, how durable it is, materials used to make it.
What is Value-Expressive function?
central route.
I need to know if this coat was made in a sweat-shop, child labour, etc.
What is Ego-Defensive function?
peripheral route.
I need this coat to make me look youthful, attractive, admired.
What are the 10 fallacies of argument?
hasty generalization false analogy false cause false authority false dilemma bandwagon ad hominem slippery slope red herring appeal to tradition
What is a hasty generalization?
jumping to conclusions, occurs when too few examples are given to warrant a conclusion
What is a false analogy?
situations/circumstances being compared are not similiar enough
What is a false cause?
when a speaker argues with insufficient evidence that one thing cause another
What is false authority?
when a speaker is not credible on the topic they are speaking about
What is bandwagon?
everyone else is doing it!
What is ad hominem?
when a speaker attacks someone else, not the argument
What is slippery slope?
when a speaker argues that one action will inevitably lead to a series of other actions
What is red herring?
distracting from the main argument
What is appeal to tradition?
something should continue because it’s they way things have been done before
Cialdini’s 6 Principals of Persuasion
Reciprocation Consistency and Commitment Social Proof Liking Authority Scarcity
What is reciproaction?
repay in kind what another has provided for you
What is consitency and commitment?
be consistent in our choices
justify our earlier decisions
What is social proof?
as a group; canned laughter on a tv show
nobody is concerned nothing is wrong
What is liking?
most likely to say yes to people we know or like.
what we are similiar to, compliment us, familiar to us.
What is authority?
people will follow creible, knowledgable experts
What is scarcity?
get it before its gone! we want what we think we might not be able to get later
What is cause and effect?
when you are presenting an argument, help the other person/audience see why things have happened or will happen as they do
What is the difference between persuasion and propaganda?
persuasion is an attempt to influence without direct coercion. the intent is not concealed, and it is used to educate, build awareness and relationships.
Propaganda exaggerates the truth so much it becomes a lie, conceals interest, and is only one-way communication
Ethical Repsonsibities of Persuaders
- being accountable
- adhering to agreed-upon standards
- accountable to one’s own conscience
- do not conceal intent
What is ethical persuasion?
- when the target is capable of making a good decision
- when the target has adequate information to make a good decision
- when the target has a real choice to make
What is the difference between jargon and euphemisms?
jargon is words/expressions used in a particular profession.
euphemisms are substitutes for a harsh/blunt term. can be used to downplay an issue, helps to present a potentially delicate subject.
What is pervasiveness of persuasion?
- relies on word of mouth to disseminate messages from person to person
- more effective than mainstream media
How has social media changed persuasion?
- you can speak directly to the target audience
- targeted audiences (niche, local)
- 24/7 online dialogue
