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STRC 2112 Week 2

by: Michelle Goldsborough

STRC 2112 Week 2 STRC 2112

Michelle Goldsborough

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STRC 2112-Persuasion notes class lecture 1 of week 2
Strategies and Tactics of Persuasion
Abbe Depretis
Class Notes
persuasion, Models, theories
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This 2 page Class Notes was uploaded by Michelle Goldsborough on Wednesday September 7, 2016. The Class Notes belongs to STRC 2112 at Temple University taught by Abbe Depretis in Fall 2016. Since its upload, it has received 43 views. For similar materials see Strategies and Tactics of Persuasion in Strategic Communication at Temple University.

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Date Created: 09/07/16
Persuasion Week 2, Lecture 1 SMCR Model of Persuasion -a source (s) or persuader, who or which is the encoder of the message -a message (M) which is meant to convey the source’s meaning through any of the codes -a channel (c) which carries the message and which might have distracting noise -a receiver (r) who decodes the message We use this model so we can look at each part and ask how it impacts persuasion We might analyze the source and ask if they have ethos and are credible The channel is also one of the ways to analyze a message. The documentary Blackfish is about dolphins. When you see something as a documentary instead of a film or a Hollywood movie your opinion might be different because the brand matters. The channel through which you are seeing something matters. The receiver also matters-how you are seeing something based on background, gender, etc. If we all receive a message the same way there would be no controversies. The message isn’t normally the problem, it’s the way it is perceived Additonal Theories on Study of Persuasion Theory of reasoned action: persuasion is primarily passed on the central processing channel of the ELM -suggests that stronger intentions lead to increased effort to perform the behavior, which also increases the likelihood for the behavior to be performed Narrative theories: they are based on premise that human beings are instinctually the tellers of stories -all humans are story telling beings and through those stories we make decisions based on good reasons but they may not be the most logical. Ex: being hungover the next day isn’t logical but it’s done with good reason i.e. night off, delicious, relaxing. Being able to rationalize a good reason Narrative fidelity and probability- theories based on probability or possibility. We use narrative to say either or neither.  Rationality consists  of two factors: coherence and fidelity that contribute to judgments about good  reasons. Synonyms used for persuasion Influence: The ways that certain things alter a person’s attitude or behaviors (lack of co-creation) Coercion: uses some level of force Compliance-gaining: attempting to change a persons behavior ex: give me all your money or I’ll shake you Acquiscence: Agreement through silence Behabioural Modeling: Using your own behavior to influence another Information Integration: Using learned information to adjust behavior or beliefs Ranks Model of Persuasion Repetition: slogans, jingles, recurring themes Association: linking positive or negative values to persuasion Composition: graphic layout, design, typeface, the color, ex: victoria secret it pink Omission: half-truths, slanted or biased evidence, not good but it happens. Products will omit all of the animals it tested on Diversion:shifting attention to bogus issues ex: look over there! We’re not polluting the water, happns a lot in politics like with Trump focusing on one issue Confusion: making things overly complex, using jargon, faulty logic, ex: age defying cream Jingles have music slogans do not Associations involve value


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