CMM 308 : Chapter 7 : Effective Use of Language
CMM 308 : Chapter 7 : Effective Use of Language CMM 308
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This 3 page Class Notes was uploaded by Winn on Thursday March 31, 2016. The Class Notes belongs to CMM 308 at Marshall University taught by Dr. Tarter Barbara in Spring 2016. Since its upload, it has received 12 views. For similar materials see Persuasive Communication in Communication Studies at Marshall University.
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Date Created: 03/31/16
Chapter 7 : The Effective Use of Language ( Persuasion and Language ) Book : Persuasion in the Media Age ( Third Edition ) – Timothy A.Borchers. Explaining Important More Important Using Language Strategically: a) Language Intensity. b) Powerful Language. c) Language and Imagery d) Rhetorical Figures e) Metaphor Creating Social Reality : 1) Symbol Use One of features inherent to language is the negative, the linguistic act of saying that something is not something else. Perfection is our desire to take ideas or actions to their extreme. Symbol use causes us to constantly seek “ the best “. Guilt, a psychological feeling of discomfort that arises when order is violated , is an inevitable result of our language use. 3 sources of guilt : the negative, hierarchy and perfection. Identification occurs when we share a similar way of viewing the world with someone else. 2) Framing : reveals something about how you view others and your world. The five parts to Burke’s pentad are act, agent, agency, scene and purpose. Act refers to what is done. Agent refers to the person doing the action. Agency is the means by which an action occurs Scene is the setting or background for the action. Purpose is the reason or rationale behind the action. Electronic Eloquence : has five characteristics : it is personified, self- disclosive , conversational, synoptic , and visually dramatic. Personification : Persuaders can build intimacy with an audience by using an individual to embody or represent, the ideas of the persuaders’s message. Self-Disclosure : Through self-disclosure , persuaders allow us to learn about the reasons behind their personal convictions and about the experiences that have shaped them. Conversational Style : Self-disclosure : one way to forge an intimate relationship with an audience. A conversational style of speaking is another. > It refers both to how the words in the speech are used as well as the way those words are presented to the audience. Verbal Distillation : Synecdoche : the representation of large amounts of information in a short, memorable part of that body of information. Synoptic phrases are more likely to be aired on news broadcasts. Synoptic phrases reinforce the communal bond between audience members and the persuader. Synoptic phrases also become the “capsule” in which audiences store persuasive events. Slogans are linguistic statements designed to produce an emotional connection between an audience member and a persuader. Visual Dramatization : Pseudo-events are staged events that make use of visual images to punctuate a persuader’s verbal message.
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